The Smartness Of Cell Phone Technology
In the 1980s it was cable television that provided households with instantaneous presentations of news, sports and entertainment. The growth of cable television began in 1975 when Home Box Office (HBO), owned by Time-Life Inc., began producing uncut, commercial free movies and top-flight entertainment programs available to local cable systems. Today, mass communication subscribers need not rely on HBO, WGN, WTBS or WOR. Instead, consumers can now rely on the big business of cellular telephones. Like the luxury of receiving cable TV, many Americans are getting their first chance to sign up for the next wireless data technology, thanks to the rollout of Verizon's 3G third-generation mobile system that makes cell phones more comparable to miniature computers. Verizon's VCast service, which debuted Feb. 1, can deliver video clips, TV content and 3-D games to mobile phones in Verizon's broadband network. VCast, for example, offers up to 300 daily updated videos, including news clips from NBC, music videos from MTV and "miniepisodes" from 20th Century Fox, including those for the TV series 24. The principal reason for this third-generation cell phone is the migration of virtually all telecom to digital platforms. While the U.S. lags behind Asia and parts of Europe in offering third-generation mobile to consumers, Verizon--the country's largest mobile carrier--leads its rival American carriers. According to a Verizon representative, the phone company launching service to more than 75 million consumers in 32 metropolitan markets. These phones will have broader implications for the media world. Once they have hard drives in them, prerecorded music, breaking headlines, weather and traffic reports, and movie trailers can be streamed or downloaded and enjoyed similar to local cable television systems across the country. Consumers can have their own play list interspersed with specific information and advertising, much like having their own personalized satellite television in their pocket. Other big selling cell phone features offered by marketers include getting grocery coupons and using your phone to retrieve a short message service, or texting, to get more information about a promotion or a job application. Major League Baseball, Nike, McDonald's, Kellogg, Warner Brothers and Anheuser-Bush all use cellular opportunities for marketing their products with banner advertisements, sponsored content or small-screen full-length commercials. Warner