Monday, August 12, 2002		Guest Speak

What kind of user are you?

U. Narendra Nayak Country Operations Manager,  Motorola India PCS (Handsets Division)

'SOLITARY Owl,' 'Calm Dove,' 'Chattering Sparrow,' 'Flashy Peacock' words that once described the characteristics associated with certain birds now represents human behavior too. Surprised! don't be - read on!

Much has been written about the explosive growth in the number of mobile subscribers in India. In the current euphoria over the current and projected growth in the cellular industry little has been said about an equally important aspect of the mobile revolution that is sweeping across the globe - The social impact that mobile phones have had on the lives of individuals. Today in excess of 7 million Indians find the mobile an integral part of their lives, this figure is expected to reach anywhere between 35 and 50 million by 2005, making India the next country that will experience the effects of this new mobile culture.

The mobile phone has become a public display of fashion, style, covert social messages and hidden agendas. Research highlights how different cultures display, or in some cases conceal this all-pervasive functional device. For example, teenage girls in Hong Kong have their mobiles festooned with stickers, trinkets, straps and toys that flash and sparkle. This contrasts with British and Japanese teenagers who are becoming more discreet with their mobiles.

Some interesting gender differences can be observed thanks to the mobile phone. Amongst adults - males have a tendency to display their mobiles proudly, particularly if they are in a male-only group. Men also use their mobiles to display their aggression in front of other men and to impress the women. Women mobile users on the other hand appreciate its value in keeping unwanted attentions at bay. A mobile projects an image of self-contentment and can even legitimise solitude - "I'm not alone, I'm with my mobile". Ever observe how people handle difficult conversations in public, like a conversation with a lover, or an irate boss? It can be an enlightening observation.

Most mobile manners, posture and stances are dictated by circumstance, and change according to mood, location and the nature of a call. Mobile users can be classified in to some interesting breeds:

• The swift talker - This user is cool and confident, often on the move and on the mobile and well accustomed to talking and texting on the wing. These users are reluctant to be without an active mobile phone.

• The solitary owl - Owls tend to keep their telecommunications to a minimum, making and taking only necessary calls. They prefer their own company and counsel to the constant chatter of their mobile friends.

• The calm dove - Doves take and make calls discreetly and without embarrassment. They are comfortable with their mobile phones; quiet and modest, they neither show off nor hide the fact that they using their mobiles.

• The chattering sparrow - Sparrows are more excitable, and tend to be nervous or lively when they make or take a call. A sparrow call tends to be frequent and likely to be chatty, sociable and intimate, peppered with chuckles and personal banter.

• The noisy starling - Starlings tend to be assertive, even aggressive and discourteous. They can be found pushing their way through crowds, or into other conversations while talking loudly on the mobile phone

• The flashy peacock - Peacocks are classic exhibitionist mobile users. They are proud, extrovert and primarily concerned with their own appearance and that of their mobiles.

The fixed line telephone brought communication links into workplaces and homes in the developed world, the mobile phone puts them straight into the hands of individuals. The growth of the mobile marks a significant devolution of many different kinds of economic and social power. This new found personal power brings unprecedented mobility for people to carry out their business and social interactions wherever they go. It has helped shape attitudes to privacy and become part of new political weaponry, being used by campaigners around the world to mobilise their recruits.

The relative low cost and simplicity of the mobile phone have made its spread and reach unique in the history of technology. It is estimated that the billionth mobile subscriber is signed up in April 2002. We have in effect entered a new mobile age.