The study is the first in a series of quarterly reports, focusing on how stories and ideas are shaping the mobile industry.
The report shows that by some estimates, the global mobile economy amounts to two per cent of the world’s GDP and continues to increase.
The research identified five key trends for how PR and comms firms should position themselves to develop content that will appeal to journalists:
- Stories must be based on purpose and the social issues that technology addresses, rather than leading with technology.
- Companies communicating thought leadership around the implications of 5G for consumer experience will win share of voice.
- Successful stories include three arcs, which are: human, friction and technology. Companies should also lose the jargon.
- Use a range of experts, not just from the traditional analyst community. Media coverage trends show how opinions from bloggers, academics, physicians, designers and artists are important to successful share of voice.
- There is a growing cynicism among tech-savvy consumers about the pace of technology change, and this is getting coverage. Companies can sidestep this trend by talking about how technology is changing the world, using data to back up stories.