Timezones are so 2010



Farmers used to get up with the sun rising and ended their day accordingly. Since then, we have moved away from daylight driven lifestyles. And for the global citizen of 2011, 24/7 is not a threat, but an opportunity. Which businesses need to tap into.

One of the key benefits of offering clients a mobile access is the ability to communicate wherever they are. Less often do we look at the impact of the timing of these requests.

TV sets used to be switched on in the evening, at first, with news and programs entertaining the employee after a long day. Morning programs started adressing the needs of children lacking proper parental guidance. Sooner or later, the larger portion of the day was covered in a stream of images and sounds. German television went numb at night, and – ah – the excitement once it got open up for programs like “Spacenight“.

Computers, their microprocessory tightly glued to cathode rays, started following suit. Turn on the TV, turn on the computer, throw in a cassette and wait for 10 mins. As limited as the graphical possibilities of the Commodore VC20 and co were the time slots in which they were used.

Fast forward to Gameboy (now in 3D), 4G networks, and the iPhone 5. While cynics claim there’s no more place to hide, the digital boheme has learned living 24/7, thanks to first the blackberry, then its more visually rich offspring. Most people don’t see the use for checking eMail and what-have-you about every 60 seconds. Especially not at 3 am or during a run on the treadmill. But for an increasingly larger part of the population, this is not an electronic leash, but the launch pad to working heaven.

And just as they use the device to earn their money around the clock, they also use it to spend at times formerly deemed as definitely off-hours in all but the most economically driven states.

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