In essence, the study says newsrooms are sluggish --- to be kindly --- about initiatives in mobile that offer immense opportunities for revenue and audience. It notes that entrepreneurs are creating cutting-edge applications and young people are absorbing them, yet newsrooms are tepid and ceding the ground to others.
It has some 15 recommendations in its extensive report. Among them:
1. Step up with exclusive content.
2. Leverage smartphone geo-location services.
3. Use augmented reality, text and photos as content.
4. Use bookmarks, cloud computing, and multi-device computing.
5. Use 2-D barcodes.
The report is the most broadly based of any on the prescriptions for newsrooms. The message: "There's a lot of power packed into the smartphone's small, portable form." The underlying message: Newsrooms need to harness it.