What is "Ready to know"? Also known as a prosumer.
Sounds a lot like what mobile marketing is trying to achieve.
Demanding consumers are in a constant 'Ready To
Go, READY-TO-KNOW' state of mind, expecting any information deemed relevant to be available instantly, at their own terms. The latter is crucial: we're talking pull here, not push.
Expect to see more click-and-know, more point-and-know, more text-and-know, more touch-and-know and more snap-and-know than ever before
How will they get this info? With a physical world hyperlink.
Trendwatching.com has a fantastic article on the benefits of physical world connection. It covers text messaging to 2d code, bar codes and RFID tags as a way to get information about products services.
As the article states "there is NO information overload".
If you haven't subscribed to their free trendwatching newsletter , what are you waiting for?