PlusOne – Marketing Musings

Did you have an early mobile phone. You know, the ones that limited you to a three minute call, not because of the cost, which was pretty high, but because the things were so darned heavy!

I rememember in 1988 seeing a Japanese businessman with one – it was a large thing in a bag that was slung over his shoulder and the handset was joined to it by a coiled lead like on todays landline phones.

Mobile phones have changed our lives almost as much as the internet.

AMTA reports on the mobile phone’s birthday.

Tomorrow, mobile phones come of age in Australia. On that day 21 years ago, the first mobile phones were introduced in Australia.At 10.42am on February 23, 1987, the then Minister for Communications, Michael Duffy, made the first official call using an analogue mobile phone.

They were big and bulky, weighing more than half a kilogram. They were disparagingly dubbed “bricks”, offered voice only services and cost more than $4000 each.

In the ensuing 21 years there has been a rapid evolution resulting in a quantum shift in mobile phone technology. They have been transformed into digital, slim-line, pocket-sized, hand-held mini-computers capable of anywhere, anytime connectivity.

The Chief Executive Officer of the Australian Mobile Telecommunications Association, Chris Althaus, said 3G is providing consumers with the latest mobile telecommunications functionality and further opportunities for business to boost productivity by allowing streamlined business processes, enhanced customer service and increased efficiency.

Industry facts:Today there are more than 20 million mobile phone services in Australia. Fifteen years ago there were 635,000 mobile phones in Australia.

Today mobile services in operation as a proportion of the Australian population is nearly 100%. Fifteen years ago fewer than 4% of people had one.

In 2006, there were 10.2 billion text messages sent in Australia. In 1987 there were none. Seven years ago when text messaging started there were only 642 million sent in 2000-01.

The direct contribution the mobile phone industry makes to the Australian economy is $5.8 billion in 2006, according to Access Economics. However, it indirect or spillover impact on the broader Gross Domestic Product is estimated to be $6.4 billion – greater than the direct economic impact. Access says mobile telecommunications “punches above its weight” because of its ability to drive productivity gains throughout the Australian economy.

Of course what the release does not say is how bad mobile phone coverage is for much of the landmass, including most major highways. There is still a long way to go.

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