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CBS Goin' Mobile

Frank Ahrens

CBS Corp. has created a new mobile division, splitting it off from its interactive division, and has placed German wunderkind Cyriac Roeding in charge.

I met Roeding last summer in L.A., where CBS Interactive is based.

I found him tall, young, blond and engaging. At only 33, he had already founded and run a German telecomm called 12Snap that was a platform for mobile marketing and entertainment. He has a German engineering degree, an American MBA and did a turn studying Japanese management in Tokyo.

He said something that struck me. He held up a cell phone and said: The mistake that people make is thinking of this as a two-inch TV screen.

Which means, it may be a mistake just to chop up TV shows and movies and put them on a cell phone -- maybe people don't want to watch that way.

Instead, Roeding believes the mobile device is a piece of equipment for interactivity with media. He cited some stats that took me by surprise, such as a majority of younger people have their cell phones with them while watching TV. It's the one thing you have with you when you're interacting with all forms of media -- TV, radio, movies, games and so on.

Hence, mobile content should be different from content made for TV and movie screens.

Last fall, CBS Digital rolled out a sports update service that sends scores, updates and fantasy league info to cell phones in the form of digital files.

Last month, CBS rolled out a 24/7 mobile channel, featuring CBS shows such as the "CSI:" canon.

Today, Roeding said he's thinking bigger than just handheld devices. For instance, he's looking for ways to integrate what his division does with CBS's Outdoor division, which has thousands of billboards -- many of them digital -- around the country, such as turning them into WiFi hotspots.

By Frank Ahrens  |  February 7, 2007; 4:42 PM ET  | Category:  Frank Ahrens
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Interesting. Neomedia Technologies of Ft. Myers, Florida, owns 12Snap. What Cyriac says about using the cell phone as a way to interact with the media is absolutely correct. The possibilities are indeed endless in this respect. This is where the qode software platform comes in. qode is the product of Neomedia Technologies. It is interesting to see people fall over their cell phones seeing it function as a 2 inch tv screen rather than a tool to interact with media and people at the same time.


Posted by: WW | February 7, 2007 10:50 PM

I am also familiar with qode and when I buy a new (Nokia) phone next week, which is qode-capable, I am dieing to try out all the possibilities. From whast I undertand, you can come up to a bar code on a product, take a picture of it with your cell phone camera, and this links you directly to the product or company website. Once there, you can enter contests, get assembly directions, compare prices, etc.
Qode is very exciting technology that more and more people are finding out about every day !!

Posted by: john c. | February 8, 2007 10:26 AM

Frank's got a crush!

Posted by: Charles Incharge | February 8, 2007 12:53 PM

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