How smartphones change our daily behaviors - and what the music industry can learn from this!

It is amazing: the sales figures for Smartphones (SP) are going through the roof and it looks like it is really the innovation the industry has looked for for so long. What Apple's iPhone initiated few years ago is still on the rise and there is no stop in sight. Latest figures show that Apple could again more then double their sales of the iPhone and other SP manufacturer profit from this as well.

In a huge German wide study we talked to consumers and sales personal as well. And the surprise is that the SP is nearly for everyone. The manager of a larger network-shop in Berlin explained to us:

"We sell more and more SPs to elder people: the keypads are usually bigger and easier to use and the UI is easy to understand. Possibly they don't want to use all the Internet capabilities, but still they have a great and easy to use phone!"

But still the main motivation for a smartphone is the new way of connectivity. While only few years the airport-stuck hysteric Blackberry-typers were only a business phenomenon, now for so many people it is usual to check quickly the e-mails on the go and let the facebook-community know who the food in the new restaurant was - in real time.

And there is money to be made with! We all have already bleeding ears from the moaning of the music industry about music-piracy. But the industry completely failed in coming up with new relevant offers. The SPs of today show that the new currency is less the content, but the connectivity. And people are willing to pay for this. So Music industry: Sell connectivity! E.g. a life long right to get access to a song, no matter if it is playing on my home entertainment system, my iPhone or on the computer of my best friend. It is the connection and less the content!