The Content material’s New Garments – An Ugly Aspect of Russian Cellular Content material Area of interest

“However he has nothing on in any respect,” stated a bit of baby finally.

“Good heavens! Take heed to the voice of an harmless baby.”

Hans Christian Andersen, The Emperor’s New Garments

Well-known Russian physiologist and Noble Prize winner Ivan Pavlov taught the world concerning the conditional reflex that penetrates us with its urges to behave. Sadly, many Russian cell content material suppliers have determined that one of many primary conditional reflexes works greatest for bringing new cell expertise to the craving youth. And this expertise is as outdated because the world. To me it appears disturbing that amongst TOP-20 Russia’s hottest WAP assets, erotic content material stays the king. Probably the most steadily used phrases in Russian WAP searches is “porno”– in October 2006 this phrase accounted for some 42.9% of all searches. Everybody from suppliers and operators to consulting companies indifferently acknowledge this, seeming to pay no consideration to its unmeasured damaging worth on the entire era.

On the one hand, it’s simple responsible cell content material suppliers solely. In spite of everything, grownup/erotic content material brings them super revenues. And I believe {that a} good portion of that blame certainly, lies on their shoulders. However, this pattern, the very quick success of erotic content material providing in Russia, clearly demonstrates that the extent of tradition amongst Russian youth (the principle client of any such content material) is in sharp decline. From studying Russian classics within the Moscow metro and Gorky Park within the Soviet days, the descendants of Dostoevsky and Pushkin, Tolstoy and Gogol are slurping the rooster soup of the brand new soiled cell manna — no have to assume, time to play… In the event you open virtually any Russian cell content material supplier’s internet/WAP web page, you will note a big number of any such content material.

And naturally, it’s occurring not solely in Russia. My opinion, although many cell content material strategists would possibly disagree with me, is that the cell business merely follows the less complicated path of improvement. Burned exhausting as soon as with the telecom bubble fall, nobody needs to take dangers anymore. Realizing human psychology, bringing sexual overtones to cell content material will all the time work, as this can be a very down-to-earth formulation for achievement. However what sort of success will this be? Will we be pleased seeing our kids discovering the nasty world from cell phones? And everyone seems to be conscious that varied boundaries can’t probably prohibit youth earlier than a sure age to get to those websites. These questions are exhausting to deal with as the character of enterprise is easy, and profit-driven. Nevertheless, company duty, and never simply fast gross sales, should information among the future selections on this business.

Nevertheless, not all the things is that unhappy. Whereas the lion’s share of subscribers prefers awful content material, content material suppliers are eager to serve the wants of different cell clients, together with these with values that have been distinguished in Russia not way back. Thus, final yr INFON introduced a contest – “Cellular Showcase” to seek out masters of graphic content material for cell phones, and invited a well-known Russian artist, Nicas Safronov as one in all juries of the competition . The cell supplier additionally has an settlement with the Hermitage on offering content material based mostly on some well-known authors’ works. One other instance – for cell subscribers in Samara Area, the native cell operator affords the “Non secular Interlocutor” service, which permits customers to seek out the place the closest church is situated (SMS 030), and what Saint one ought to pray to for what event (SMS 030). The recommendation of the day, an icon’s gallery and an Orthodox calendar can be found as effectively.

Learn extra in my new guide “Driving the Russian Expertise Increase”, []
Supply by Andrey Gidaspov

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