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Before the mobile phone became part and parcel of most people’s lives, it functioned as a telephone and little else. It looked like a walkie-talkie and was often the size of a brick. Today mobile phones do a lot more than enable users to communicate with each other on the move. They contain additional accessories of appeal to a large range of mobile phone users. The mobile phone has become a necessity for the teenager, the businessman and the occasional user.
Being able to change the cover of a mobile phone is not a technological breakthrough. However, it is only one of the many trends that have been marketed toward the teenage user. Surveys have shown that young people aged between 18-25 and students in particular, conduct telephone conversations merely to pass the time. Having recognised the need for diversion, service providers have introduced cheaper call rate plans, text messaging (SMS), graphics and logos, email and fax capabilities, games and musical ring tones. These features are ever increasing and are appealing to the younger user.
Mobile phones are also used as a status symbol amongst teenagers. The telephone model has become a factor in determining the users image. Is it the latest and most expensive model with the widest selection of extra features, or is it purely functional? Teenage users become social actors in that one is aware of being watched and possibly judged by others regarding the use of a mobile phone. The mobile phone acts as a fashion accessory.
Today’s businessman is dependant on the use of his mobile. It allows him to become accessible to his customers and fellow staff during most times of the day. Service providers offer high usage plans for the business customer, offering low call rates during peak usage times with a monthly service charge payable. Some providers may also offer the business user a scheme referred to as ‘free minutes’, where the customer may speak during allocated times without charge.
The mobile telephone also assists with the business user’s professional image and working performance. Clients of the user would automatically assume him or her to value the importance of communication. A business user would be more inclined to own one of the latest models, as to utilise all functions available. Features commonly used by a business user would include voicemail, text messages (SMS), hands-free, ring tones, email and faxing capabilities. These details are designed to enhance the mobile phone users’ efficiency at work and play.
The occasional user, on the other hand, is a low level user, generally owning a mobile for emergency use and is happy accessing the telephones’ basic functions. An occasional user does not require the access to other advanced features. He or she is concerned only with its practicality. Surveys have shown that members of the middle-aged generation (e.g. 40-50 age group) are most likely to rate as occasional users.
The occasional user dislike ring tones, which are not reminiscent of a conventional telephone ring along with people talking loudly as if they were having a conversation with someone in the same room as them. This is the issue that is believed to have led the Virgin Train Company in England to introduce ‘Quiet Coaches’, where the use of the mobile phone is prohibited.
The occasional user is likely to keep his or her mobile phone in the car in case of a breakdown. His or her phone is mostly turned off as its purpose is ultimately for the user to make a call if in dire need. The occasional user is reluctant to use his or her phone for social reasons as it compromises the importance of face-to-face contact.
The mobile phone has become a significant factor in most people’s lives. To some it functions as a telephone and little else, but to many, it represents effective communication, novelty, image and diversion. The mobile phone has an every growing range of features, as the service providers continue to cater for a large range of people. In turn, the mobile phone has become a necessity for the teenager, the businessman and the occasional user.
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