If context, the sum total of what an application or device knows about you, is a key underpinning for targeted, personalized interactions, then the mobile phone will emerge as the primary and “best” platform for engaging with consumers, says Julie Ask (News - Alert), Forrester Research analyst.

Today, context is primarily the location of an individual, their stated preferences, or past behavior (purchases, for example). This information is gathered as consumers use their mobile phones for navigation, news, and shopping.

But the information collected will become much richer in the future for two reasons. First, consumers will use their phones to do more things (change channels on the TV, monitor glucose levels, and open their car doors).

Second, devices will have sensors such as barometers or microbolometers that collect more information passively about the consumer’s environment.

If context is matched by simplicity, then the “immediacy” element of a smart mobile device could combine to create a powerful, personalized and possibly very-convenient way for consumers to consume content, receive offers and conduct transactions. Context is what makes mobile unique

The observation that user behavior is not consistent across devices platforms means that there is much more that can be done, and ultimately will be done, to incorporate context into mobile experiences and applications rather than simply porting PC experiences to a device with a smaller screen.

If we accept the premise that media-consumption behavior differs per device, then we need to offer device-unique, different functionalities that cater to that behavior. Contextual implications for mobiles

Mobile phones are personal or intimate devices, and also provide important contextual clues about the consumer, such as location, time of day or past behavior, all of which can allow tailoring of experiences.

A customer’s mobile context consists of his situation, preferences and attitudes. Elements of context

Situations include such elements as the current location, altitude, environmental conditions, and speed the customer is moving at. Situation also can include information about how long a user has before a flight departs from an airport, whether the user is in a specific retail location, whether it is light or dark or which direction a user is facing.

Preferences include the history and personal decisions the customer has shared with you or with his or her social networks. Attitudes include the feelings or emotions implied by the customer’s actions.

It is fair to say we are only at the beginning of our ability to customize experiences for users in a mobile context.

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