Last night’s Mobile Monday Austin featured a couple speakers on smart and SIM cards, and they turned out to be far more interesting than I expected. Bill Muscato from Axalto talked a lot about how SIMs are marketed in other parts of the world, and in particular about operators that use SIM applications. I’d heard of this before — Radiolinja had one called DJ Esko when I lived in Finland many moons ago that sold ringtones and operator logos and such — but I’d pretty much forgotten about it.
These are pretty basic applications, really, but they’re interesting and important because they’re a way to get data applications to emerging markets where low-end, basic handsets are the norm. Operators can preload the applications onto SIMs, then they can be updated using SMS as a data bearer. Applications can’t necessarily be added over the air, but content can be added via SMS, so if the right kind of application was put on the SIM, it could act as a framework to create the appearance of new applications. These are typically very basic apps, typically storefronts for mobile content or basic information services, though Axalto’s come up with quite a list (PDF alert).
Although most phones these days have Java capabilities, it’s still not uncommon for new handsets in emerging markets to not support it, or any data services beyond SMS. SIM applications can give developers and operators a way to introduce content services and applications to these markets — the very markets that are driving the industry’s growth.
Anybody know of any examples of particularly cool or successful ones?
There seems to be an assumption that Mobile Search will be all about trying to find local information. Is this right? I’m not so sure.
For instance, Marketing Week’s Technology Weekly, features an article by Terry Parsons, CTO of Touch Local. Touch Local are apparently “one of the UK‚Äôs largest online search directories”.
The article starts off by saying the penetration of mobile is much higher in most developed countries so:
“The ability to locate a nearby pharmacist during your lunch break or a corner shop on the way home from work to pick up those last minute grocery items for dinner is very attractive. It becomes even more attractive if you can not only locate businesses by type or name, but can also find specific products or service providers with particular personnel skills.”
In other words, there’s a big leap of logic here and I wonder if he’s actually right.
Firstly, lets take his two examples and let me ask you a few questions:
1. Where’s you nearest pharmacist to work and to your home?
2. Ditto your local grocery store?
3. Have you ever used Yellow Pages (the non-digital equivalent to local search) to find either a pharmacy or a grocery store?
If you know the answers to questions 1 and 2 and responded “never” to the last question, you see my point. Most people actually know the area they live and work in pretty well and don’t need our assistance to find out everyday stuff like this.
Could it be that Mr Parsons is so convinced that local search is the answer to how we use mobile search that he’s some up with some poor examples?
Well, that’s certainly a possibility. But I think mobile search will be driven by another variable altogether and that’s N2KN - or the Need to Know Now factor. The N2KN factor may indeed have a local element to it from time to time, but Local won’t be the factor that actually stimulates the Search. In the short to medium term, when mobiles are so much slower and clumsier to use than computers (or even Yellow Pages), being motivated to use mobile search is going to depend on how urgently you need the information and how important it is.
As this graph shows, the upper right quadrant is the true home of mobile search. As an example, this could be “find my nearest” local search, but bear in mind my point that most people don’t need these things most of the time. But it could as easily be nothing to do with the local environment at all - you may need to know what specific track of music you’ve just heard is (Shazam is still mobile search), what the names of the 7 Dwarfs are to settle a $20 dollar bet or what price pork bellies are trading at.
The left hand upper quadrant shows where computer (or non-digital) search will remain strong. You’re still motivated to find the answer, but it can wait until you get back to your computer. Whereas the lower two quadrants will probably result in you forgetting to do anything about searching at all, as it’s just not important enough.
Obviously, these scenarios assume that when you get the urge to search for something, you’re out and about at the time and not sitting in front of your computer. We can also assume that the picture will change as mobiles get easier and faster to use.
If this analysis is right, companies looking to enter mobile search had better take note, as focusing on location, rather than user motivation, could well be a blind alley. It’s also vital to get the focus right if Mobile Search is to be monetised successfully. This is because, if the Need To Know Now Factor is crucial to motivation, the business model is much better exploited by the user-pays model, rather than trying to shove a square advertising peg into the round hole of mobile search, just because it works online like that.
I’d welcome some debate and feedback on this, as I’m not aware of this issue being raised elsewhere (though it probably has been!). Please leave a comment and have your say.
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UK lad’s mag, Nuts, is launching its Assess My Breasts website over 3G. Girls are invited to submit videos of their err…..bare, naked jiggly bits, for viewers to vote on, along the lines of an adult version of Hot or Not?
Initially it’s only available on UK network, 3.
Not safe for work.
It’s remarkable how this kind of thing has moved from “adult” to “a harmless bit of fun” in the eyes of so many people - including the girl contributors, without whom this just wouldn’t be possible.
I still can’t see this happening in the US, but stand by for loads of copycatting in the UK and parts of Europe.
Via Brand Republic.
Nokia Smartphone Hacks is something of a misnomer as a title — a better one would be “the manual Nokia should have included with your phone”. The tools and tips included in Michael Yuan’s book may not be hacks in the most traditional sense of the word, but they will help you wring every last bit of usefulness out of your phone.
The stuff that is covered in the Nokia manuals is made clearer and easier, but the bulk of the book are tips not found anywhere near an actual Series 60 handset manual, for whatever reason. Things like how to unlock a GSM handset, how to avoid malicious software and how to maximize a phone’s RAM. Michael even steps into the breach and clearly explains how to set up data access settings, as well as even how to establish a Bluetooth connection with a computer — two key topics where handset vendors and mobile operators haven’t done an adequate job of educating consumers. There’s even a section solely about dealing with the Nokia PC Suite software. For that alone, Michael deserves some sort of medal.
The book’s written in a very easy-to-read style, and is illustrated with plenty of helpful diagrams and screenshots. You probably won’t sit down and read it cover to cover, but it’s sensibly organized and has a comprehensive table of contents listing the 75 included hacks.
If you’ve got a Series 60 device, you should get this book — at some point, it will come in handy. In the meantime, there’s plenty of other stuff to keep you busy and make your phone more personalized and more useful. In a word, better.
I’ve been looking at the UK-based mobile shopping engine, Reporo. The app is free to download to Java-compatible phones, but if you want to see an online demo, there’s one here (click on “What Does it Look Like?”).
Once you’ve opened the application on your mobile, you can either search for a product or browse one of their retail partners. Retailers are split between Bricks and Mortar (eg Boots, Currys, WH Smiths, PC World, Oddbins) and established online retailers (eg CDWOW.com, Firebox.com, Figleaves.com). Once you’ve made your selection, you order via Reporo’s payment engine (PIN protected) and the transaction is deducted from your credit card details that they store for you.
It seems to be nice usability, pretty easy to navigate and intuitive to use. If I have slight criticism, it’s that the app perhaps tries to be too comprehensive in terms of choice, leading to too many options in the drop down menus at times. As a user, I’d expect it to be a “lite” version of what I could do online, rather than the full monty.
Reporo’s business model is that it’s free to use and Reporo take a commission on every sale generated.
This concept is one which has been tried online many times - a shopping portal or virtual mall. BarclaySquare springs to mind, as one example, started back in the late 90’s, which in turn started a rush to build similar sites. This was funded by Barclay’s Bank and never really took off, perhaps somewhat counter-intuitively. After all, bringing together a bunch of retailers in one place works offline, so why wouldn’t it work online? Shoppers didn’t see it this way however, seeing no rationale for using the site in an age where distance was suddenly dead.
So the two big questions about Reporo are; can the virtual mall concept work in mobile, when it’s already largely failed on the fixed-line internet? Secondly, will people use their mobiles to shop like this, when it’s always going to be easier to wait and use your computer, when you have access to it?
My take on the mobile virtual mall is that it might just work, although it might only be a short term thing. If you’ve got the app on your phone already (ignoring that this will be a significant challenge for the company), Reporo will be easier to browse and buy with than any alternative - the start point for other shopping on the mobile is to find a retailer’s WAP site in the first place, assuming they have one and assuming that it works. It’s just much easier to fire up Reporo and go from there.
In the longer term however, retailers will have a WAP site and it will work, which might just leave Reporo with a BarclaySquare #2 on their hands, unless they can change their model to suit that new climate.
The second question though is more fundamental. Are people ready to shop via their mobile? I can certainly see a niche developing for impulse purchase of things like books, CDs and gadgets. You read a review in a magazine, brochure or via RSS on your phone and want to order it before you forget. You don’t need to see a picture or find out much more about it, as a book is a book is a book. So you open up Reporo and order with a few clicks.
The question really is, how big is this niche and how quickly will it develop?
Because revenue generation is only one half of the battle for Reporo - in order to be successful, they need to keep their retail partners happy. And the only way to keep companies of this size and calibre happy, you’re going to need to shift real volume or else they’ll simply withdraw from what they’ll see as a distraction.
Like any start-up, Reporo faces its fair share of challenges. But I think they might be on to something here.
Back in July, I wrote about a Jamie Oliver made-for-mobile series of recipe videos. I had two main points: first, there needed to be a mechanism for people that actually wanted to make the meals to get the recipe and ingredients; second, there was a hugely missed opportunity here for some company, like a supermarket, to sponsor the clips. It was announced today that a new set of videos will be made available on Vodafone’s 3G network — so what have they learned from the first installment?
The first series was supposed to include a facility for the recipe to be sent to the user via SMS at some point, and the producers’ site hasn’t changed to reflect whether or not this has actually happened. However, with the new service, the videos will cost 75p to watch, and a message with the recipe will be a further 75p. I’m glad to see the functionality is there, though I think the price is a bit high. I do, wonder, though, if consumers can just get the recipe without the video. For many people, that’s the real value, not the entertainment of watching a guy cook for three minutes. Users should also be able to get the recipe first, then order the video afterwards should they need it. But, I guess then there’s a chance they’d never watch the video and not spend the 75p. Typically backwards telco-think.
It still doesn’t appear that this content is sponsored — and it’s still a hugely missed opportunity. As Russell’s post earlier today (and Scott Shaffer’s excellent comment) say, there’s got to be a trade-off for mobile marketing. In exchange for placement on somebody’s mobile device, the advertiser has to offer something of value — real value — in exchange.
Think about the people watching these videos and especially getting the recipes: clearly they’re at the very least thinking of cooking something, so they’re in the market for ingredients. Why not charge them to watch the video, but have a supermarket sponsor the recipe message? In exchange for an ad on their mobile device, users get the recipe and ingredients list they want. The supermarket could even tack on a coupon for the ingredients to increase the possibility users would visit their store.
Here’s a perfect opportunity for permission mobile marketing, and it goes wanting.
One of my predictions for this year was that despite a lot of chatter, mobile marketing still wouldn’t really take off in 2005 and this seems to have been born out as we approach the end of the year.
Mobile marketing is nowhere near mainstream yet, despite some big brands flirting with the medium and a load of specialist agencies attempting to corner the market. We’ve even had Andrew Robertson, CEO of the world’s second largest ad agency, BBDO, with his headline-grabbing claims that mobile will soon be the most important channel….as he settled back into selling yet more 30 second ad slots.
It’s hard to argue that mobile isn’t potentially important - two billion people carrying what are essentially Personal Media Players, capable of receiving calls and messages in real time, playing music, watching film, streaming Tv and radio and hosting games. Not only that, but we’re promised that these devices will soon be self-aware enough to know where they are in the world, and in relation to other users - and let interested parties know this information (with the user’s permission).
So it’s not the medium itself that represents the challenge for marketers. It’s bleeding obvious that it’s attractive. At least if you don’t work in a traditional agency.
The problem that everyone’s struggling with is what the marketing itself might look like.
The marketing industry itself is still wedded to the interruptive marketing model - whether we’re talking about interrupting your TV programme, your film, your web surfing, your email time, your shopping trip (with in-store displays, on-pack promotions et al), your life (direct mail) - I could go on, almost endlessly. All these techniques work on the premise of grabbing your attention as you’re doing one thing - and then trying to get you to do something else. The way they interrupt you may vary from entertaining you to pummeling you into submission and all variants between, but interruption is the name of the game.
The breakthrough with online marketing came, not with (interruptive - again) banner ads, but a spin off of the dear old Yellow Pages business model. Yellow Pages offers a free listing for all businesses, so it can claim to be comprehensive, but it allows businesses who pay them money, to increase their prominence in the publication. And millions of small businesses throughout the world have made that decision to upgrade their presence and largely benefited from it. This was years before the Long Tail was ever mooted, excellent concept though it is.
Google borrowed and adapted that idea and allowed businesses to get in front of people when they were searching for information that was relevant to a need that the business might be able to help them with. This meant that Google were offering a channel that no longer interrupted people as they went about their daily lives, but helped them get more from what they were doing at the time - namely a better search experience.
I believe that this points the way to how marketers will need to treat the mobile channel. Simply bombarding people with interruptive messages, via sms, mms, video or even voice recordings at the start or middle of a phone call, is going to be a very short-term strategy indeed.
Even when initial permission is given for these types of interruption, when it doesn’t take into account what the recipient is doing or where they are, it quickly becomes unwelcome spam. For instance, I might give my favourite band permission to let me know about forthcoming gigs and album releases. But if I happen to be on holiday in a different time zone and the incoming message wakes me up, or even in the middle of an important business meeting, I’m suddenly going to see it as interrupting and annoying.
This is even more so than other forms of permission-based, push marketing. If I get emailed from the band, generally speaking, I get interrupted when I choose (ie when I’m doing my email -unless I’m on a Crackberry), not when they do, so the interruption isn’t nearly so extreme.
While the promise of location-based marketing can overcome this to an extent, I still might not like to receive a message when it arrives - I might just not be in the mood, or might have just purchased the ubiquitous Starbucks’ Latte when asked if I fancy one.
So is Pull-based marketing the answer? In other words, should marketers wait for customers to ask them for a marketing message? Well, this certainly sounds cool, but I also know from ZagMe that the majority of people simply forget, even though they would dearly love to communicate at that time, if they had remembered and remembered how to. So to rely solely on this technique seems to be doing a disservice to both user and marketer, as far as I can see.
These annoyances will (eventually) lead to permission being withdrawn and then that means for ever. Mobile Marketers can’t even ask for a second chance, as they’ve been banished from the mobile channel altogether, as far as that customer is concerned.
So the key to success in this new channel will be for marketers to ask themselves how they can add value to what the user is doing at that time. In the same way that AdWords help the searcher, how can the marketer help the mobile user or enhance their mobile experience or indeed, their lives at that moment?
Further clues lie in the increasing ease that users will be able to pull down information with their phones when they want to, via virtual graffito links (whatever the underlying technology) and the fact that most people still use their phones primarily to make voice calls and do sms - in other words, it’s still first and foremost a communication device for person-to-person interactions.
The marketers who take the time to understand these important issues will inherit the mobile channel and thus, the most important medium to emerge since TV, over 50 years ago. Those who seek to merely apply outmoded interruptive advertising are doomed from the start.
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