Motorola ‘Generation HERE’
Fact Sheet
From revolutionising the dating game to bringing people closer together and spawning new street trends, 3G is changing the way we think, behave and communicate. Generation HERE is the first publication to investigate the impact of 3G on peoples’ everyday lives to reveal a whole new world of social and cultural interaction.
- 3G is changing the way we flirt: thanks to photographs, video and GPS, the new generation of handsets have become social and romantic catalysts. Far from breeding a generation of text-obsessed loners, in Japan, for example, girls take photos of themselves with the object of their desire and use it as a calling card. In Australia, singles scan bars for other Bluetooth users, then and arrange to meet them for a first date there and then.
- 3G is creating a new type of entrepreneur: 3G handsets and devices lead the pack when it comes to business technology. Not only does 3G enable users to do business anywhere, anytime, but the new generation of mobiles have become powerful status symbols of identity and success.
- 3G is encouraging people to express themselves: The report shows that video calls give people the freedom to be whoever they want in front of the camera to an audience of anything from one to many. A new set of behaviours have emerged from the “No Show” who refuses to accept calls to the “Leading Wo/Man” who loves to perform for the camera.
Fast Facts
Romance
Israel: Young soldiers use video conference as a way of sharing personal messages with their partners back home.
Japan: Shy girls ask to take boys’ pictures and then send them on as a discreet way to get things started.
Community
Korea: Young people use their 3G as an instant “peer panel”, with friends always on call for consultation on shopping decisions.
Sweden: Online mobile phone communities make it possible to share things of interest not only with one or two friends but a whole new world of people from across the globe.
The Self
Japan: Young people store so much personal information on their phones they are seen as an extension of themselves.
Speed
Korea: Students watch lectures as phone broadcasts, enabling them to study and pursue commercial interests at the same time.
Japan: Manga comics are read on the phone and online games are played to kill dead time.
UK: Children in playgrounds have been passing ring tones around like nursery rhymes, spawning a new generation of ‘junior elites’.
Space
Japan: Global Positioning Satellite (GPS) has helped reduce the numbers of stranded country hikers by enabling friends to keep abreast of their whereabouts via on-screen maps.
US: 3G-enabled games allow users to play cat and mouse across bars in New York City.
Sweden, Finland, Ireland and Russia: 3G phones are used as “battle terminals” between robots created online and action taking place on the streets.
Generation HERE
What is it?
- A report commissioned by Motorola Mobile Devices which explores the impact of 3G (Third Generation) mobile phones technology on society around the globe.
- Generation HERE is the first publication of its kind to define global perspectives and conduct motivated by 3G – a whole new world, which is changing the way people interact.
- It uncovers a global community of individuals connected in a unique way by technologies and highlights the diverse cultural attitudes within this community.
- Qualitative research was undertaken by independent research companies through a series of in-depth focus groups.
- A team of experienced journalists visited 14 markets identifying insights as to the way 3G is being used in today’s world. The team of journalists included:
- Rob Levine: former senior editor at Wired and freelances for Spin, Radar and GQ
- Richard Benson: former editor of The Face, currently writing for The Observer, The New York Times and GQ
- Stephen Armstrong :freelance journalist who currently contributes to The Sunday Times, Time Out and Wallpaper
- Five countries and 14 markets; Italy, Russia, US, Brazil, Mexico, UK, China, India, Australia, Dubai, Israel, South Korea, Sweden and France.
- Conducted focus groups with 16-25 year old, interviewed local academics, urban opinion formers and specialist media and observed attitudes and behaviour.
About Motorola
Motorola is a Fortune 100 global communications leader that provides seamless mobility products and solutions across broadband, embedded systems and wireless networks. In your home, auto, workplace and all spaces in between, seamless mobility means you can reach the people, things and information you need, anywhere, anytime. Seamless mobility harnesses the power of technology convergence and enables smarter, faster, cost-effective and flexible communication. Motorola had sales of US $31.3 billion in 2004. For more information: http://www.motorola.com/.
Media Contacts:
Una Kent
Motorola Inc.
44 1256 790317
Una.kent@motorola.com
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