SMS is the new black

A review of mass market mobile apps

Posts Tagged ‘jmac’

New team of mobile experts

Posted by Admin on December 30, 2008

HungryMobile, a mobile industry consultancy, has launched a new online knowledge-sharing platform called Opinions in Mobile. It features executives, leaders and mobile gurus and poses questions related to the latest issues and hot buttons impacting the mobile market to the community of experts, and then publishes the responses throughout that week.

It’s a good idea and it could be a great way to get some valuable insight into the topics and trends impacting the mobile industry at all levels.

Some of the people contributing include:
Russell Buckley, Chairman at MMA, VP of Global Alliances at AdMob
Christopher Kassulke, CEO Handy-Games, mobile game publisher
Ulf Morys, former Gameloft, and currently AMA sales executive
Sven Halling, VP Marketing, End2End Content Services
Peggy Anne Salz, Founder and Chief Analyst, MSearchGroove (an online knowledge resource on all things mobile)
Jonathan MacDonald, Senior Consultant, Ogilvy

I know a few of the people involved personally, and others by reputation. Obviously apart from the fact that they haven’t asked me (!) it sounds like a really clued up bunch of people who know a lot about the mobile industry. I’ll be interested to see what they produce.

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Posted in Industry, jmac | Tagged: , , | Leave a Comment »

This whole text thing may just take off ya know …

Posted by Admin on December 15, 2008

I’ve just seen this post from Jonathan MacDonald. It actually references a Forrester report from April which is about mobile advertising and the power of SMS for advertising.

Forrester claims that SMS is the most effective form of marketing because of the way people use their handsets, saying “text messaging is more likely to be successful than mechanisms involving mobile data, including couponing and [two-dimensional bar] codes”. The recommendation is to combine text messaging with out-of-home, or things like send-to-a-friend messages and referral incentives.

I just love the title of the post really.

Posted in Ad-funded, Funny, Research | Tagged: , | 1 Comment »

New mobile advertising movement – EverySingleOneOfUs

Posted by Admin on December 10, 2008

Jonathan MacDonald has launched a new movement in mobile advertising called EverySingleOneOfUs. Jonathan, who’s often know as jMac, was previously the Sales Director at Blyk, so he knows a thing or two about mobile advertising.

The key elements of the new movement can be summed up in this section from the press release:

“The success of mobile advertising and subsidized models based on delivery of content, applications and services, is dependent upon the willingness of participants to accept advertising on their mobile devices. Whilst recent research, including a 2007 survey by Generator Research, confirms that over half of mobile users (61% US and 72% UK) are interested in mobile advertising, there is a catch: Mobile advertising must be relevant and genuinely useful. Ultimately, users demand advertising that relates to their interests and is tailored to their specific needs. Anything else will be perceived as ‘spam’, which degrades the experience, increases the likelihood of churn, and breeds a distinct lack of trust.”

I was lucky enough to see jMac present at the recent Future of Mobile event and not only is he a great presenter – he’s right. Mobile advertising could be great, massive, profitable and most of all a positive experience for mobile users – but only if the industry gets it right.

Jonathan talks about making sure that ads are targeted and relevant and I agree with that. I also believe that advertising has to be used to support services that are deemed to be truly valuable to the user. The concept of ad-funded is in danger of being used to support any old tat service at the moment. It seems as if operators are thinking “they’ll never pay good money for this service, I know, let’s put some advertising in there so we at least get some money back.”

What operators should be doing is finding services that are genuinely valuable to users, but then allowing them to access the service for free if they agree to advertising. I suppose this is all part of jMac’s ‘relevant’.

You can read more about it on Andrew Grills’ London Calling.

Posted in Ad-funded, Industry, Operators | Tagged: , , | 1 Comment »