Are you a Moofer?

In terms of discussing "Online PR" we often focus on the difference of the delivery mechnism (paper versus bytes) but we’ll also have to build a deeper understanding of how people are using, receiving and sharing those bytes.

We’re all more mobile these days, whether you are tethered to your Blackberry, Windows Mobile device or iPhone, you can read and respond to e-mail, search the web, read RSS and even Instant Message standing in a queue.

How will that impact how people use information?

There was an interesting article in the UK Sunday Times last weekend on the emergence of the Moof’er (Mobile out of office worker).

According to the Sunday Times:

"Welcome to the brave new world of the moofer – or mobile out-of-office worker. Look around: you’ll see them conducting deals, holding meetings or finding inspiration at a coffee shop, hotel lobby, airport lounge or park bench near you. This new generation of young, tech-savvy workers live their business lives in nomadic fashion, wherever they can find a wi-fi connection – and they don’t believe in the traditional nine to five. Many are entrepreneurs running their own internet-based companies, but they could be management types working for big firms and often away from the office, media consultants out and about meeting clients or freelance writers."

It appears that Moofing is the way of the future:


"A recent survey commissioned by the Work Foundation and Microsoft found that 78% of people believed working away from the office was the future, with more than half saying they would be happier if there were a greater element of mobile working in their job. Meanwhile, the Future Laboratory, a trend forecaster, predicts that 5.5m people will be using technology to work away from the office by 2012."




It’s certainly something we should be thinking about.  How many press rooms are mobile ready? Is your blog mobile friendly? Mine isn’t….

14 thoughts on “Are you a Moofer?

  1. Hi Tom,

    It’s been a long time coming, hasn’t it. We were demonstrating this sort of application when I launched what is now the HP Global Mobility Solution Centre in Stockholm before going on maternity leave (my son is now 7!)

    This was at a time when there was lots of ‘Star Trek’ style hype about PDAs, and North America wanted to get in the lead but couldn’t get its act together on wireless standards. So we got lots of press and analyst kudos for pulling all the disparate elements together.

    So as communicators, we should have had some time to prepare for this. I agree there are probably few that are ready.

    A particular interest for me is the increasing importance of audio, which will simplify matters for the user, and complicate things furter for companies. Just as well there are companies like Sound Strategies around to lend a hand …

    Regards, Ronna

  2. Hey Tom – it’s been a while. Hope you’re keeping well. You can add the brilliant .mobi WordPress plug-in incredibly easily. Details here. It’s what they use for the Moof blog. Optimises your blog for all mobile devices in one fell swoop.

    Disclosure: I’m a paid consultant to the Moof team at Microsoft which involves helping them a bit with the blog.

  3. Ronna: Thanks for the comment, you’re right it *has* taken a long time to get to this point, but we probably still have a distance to go!

    How many years has it been? A long long time. Good to hear from you.

    Thanks for the tip, I’ll take a look at the plug-in when I have some time. Or should that be if :-)

    By the way, tell “Mr. Moof” that he should use his own name rather than a pseudonym – it would be preferable.

    Many Thanks

  4. Hi Tom

    Great post and concepts. Certainly good food for thought. The moofer combined with information overload, I think, also adds to the value we put on our relationships and conversations.

    Its is people we trust and who we connect with that give “raw information” (that we are overloaded with) some context and meaning.

    Just some additional food for thought

  5. Richard: I think you’re spot on – kind of scary though isn’t it? :-)

    Colin: I should point out that by responding to your question, I am not mistaking myself for God… but I’ll comment on your question to him/her :-) In the interest on constructive feedback: what do you suggest :-)


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