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2009年1月7日,工业和信息化部为中国移动、中国电信和中国联通发放3张第三代移动通信(3G)牌照。由此,2009年成为我国的3G元年,我国正式进入第三代移动通信——3G时代。3G时代的来临,使得户外营销(无线营销)迅速成为一个时髦的词汇,手机使随时随地的传播与互动成为了现实。如今,我们已经不能清晰的界定手机的媒体身份,说它是网络在移动载体(手机)中的简单移植?——这种说法未免过于浅薄。手机已经毫无疑问地成为一种新的媒体样式,它不同于已有的任何其他媒体样式,同时又可以与任何一种已有的媒体样式相结合,媒介整合传播的时代已经到来。接下来的三篇文章中,有手机新媒体公司在3G时代的勇敢尝试,也有户外广告公司对于手机平台的大胆开拓。3G将带给我们一个怎样异彩纷呈的世界?只能说一切皆有可能。
On January 7, 2009, the Ministry of Industry and Information Technology issued three licenses for the third generation mobile communications (3G) for China Mobile, China Telecom and China Unicom. Thus, in 2009 became China’s 3G first year, China officially entered the third generation mobile communications - 3G era. The arrival of 3G era, making outdoor marketing (wireless marketing) quickly become a fashionable vocabulary, mobile phone makes the spread and interaction anytime, anywhere become a reality. Now, we can not clearly define the phone’s media identity, saying that it is a simple migration of the network in the mobile carrier (cell phone) - this is too shallow. Mobile phones have undoubtedly become a new media style, it is different from any other existing media style, but also with any one of the existing media style combination of the era of media integration has arrived. In the next three articles, there is a brave attempt by mobile media companies in the 3G era, as well as outdoor ad agencies’ daring pioneering of mobile platforms. 3G will bring us a colorful world? Only that everything is possible.