Proximity BBDO

According to Nokia’s “A Glimpse of the Next Episode” report, conducted among mobile users aged 16 to 35 by The Future Laboratory in 17 countries around the world, mobile content creation has big potential. We are in the middle of an episode of exciting change: where the current episode is still fundamentally transactional and linear, the newt episode will see entertainment become circular.

Nowadays, the content is provided for a viewer to watch, wether that be on the sofa, on the PC or the mobile device. However, the consumer is no longer expected to sit down and consume entertainment when and where it suits the traditional delivery mechanisms. In the future, consumers will create entertainment and dynamically share it within their communities – family, friend, peer group. We will see that entertainment added to / remixed / mashed up / passed on.

Nokia predicts that this phenomenon, called ‘Circular Entertainment’ will count for up to a quarter of the entertainment consumed by people in five years’ time. Content will circulate between friends, who may or may not be geographically close, and become part of the group’s entertainment.