Movement
The first M is the attribute of mobility. Movement comes into play when you consider where someone is using his or her mobile device and integrate that accordingly into your offering. This is what makes mobile web use different from desktop Internet access. A person needs a reason to go online with his or her mobile device instead of the desktop, and that reason depends on location, specifically if it is not within reach of his or her desktop computer.
The more you can incorporate where people are when they are interacting with your company via mobile, the more successful you will be.
Moment
The second M is for moment, which is all about expanding the concept of time. As it is explained in Mobile as 7th Mass Media Channel, “Moment includes catching up on past time (yesterday’s sports scores) or postponing time (putting a person on hold) as well as managing time (calendaring).”
Think about your business and how your customers can get value from your company through expanding time. What is it that they want from you as it relates to their time?
Me
Me is the third M and refers to the personalization and customization of the phone. From the moment users choose a ringtone, they are personalizing their mobile devices, and this customizing never seems to stop. From the accessories chosen to the choice of applications used to the sites accessed, mobile device use is about one person: me. Anything you can offer that is personalized or specifically customized has a better chance of being well received than anything that is designed for everyone.
