Comments on: Tomi’s Thoughts on LBM http://mobhappy.com/blog1/2006/02/03/tomis-thoughts-on-lbm/ Russell Buckley and Carlo Longino on mobile technology. Tue, 31 Jan 2012 19:56:58 +0000 hourly 1 http://wordpress.org/?v=3.1.2 By: Tomi Ahonen http://mobhappy.com/blog1/2006/02/03/tomis-thoughts-on-lbm/comment-page-1/#comment-1635 Tomi Ahonen Fri, 03 Feb 2006 19:41:52 +0000 http://mobhappy.com/blog1/2006/02/03/tomis-thoughts-on-lbm/#comment-1635 Hi Russell and fellow readers of Mobhappy Thank you Russell for posting it. Yes, obviously I totally agree with the IDEA model and feel it can be tremendously successful, but not in that "first generation" concept, walking down the street or at the shopping mall, etc. But this "second generation" version of LBS spam ads, that it is tied to a venue where all paid to attend because they share the same interest. I also posted about this at our common haunt - ForumOxford.com - where all readers of Mobhappy are most welcome to join us. We have in (addition to Russell and myself obviously) some 600 experts on mobile from over 60 countries talking about things mobile. Plenty of big name authors in mobile: Paul Golding, Ajit Jaokar, Mark Curtis, Alan Moore, plus all your favourite bloggers are there. If you haven't joined - its free, will always be free as it is sponsored by Oxford University - you will need an "enrollment key" the first time, for which you can use the word "forumoxford" (returning from the commercial break, to our regularly scheduled programming) Anyway, from that posting, I added the element that all professionals who develop mobile marketing campaigns, should adhere to. The concept you launch, should not be released to the public, until it is "sufficiently contageous." This principle - coined by Fjord Networks CEO Mike Beeston - is the minimum requirement for any new mobile service, but in particular for any mobile marketing campaign. Sufficiently contageous means that the typical recepient of that service will like it so much, that he/she feels compelled to forward it to at least one further person. Imagine yourself? How good does it have to be, that you feel moved to forward it to one of your friends. THAT is good enough. Not before. But when we reach that level, then the mobile marketing campaign (at least to its target audience) will transform from an annoyance to value. We WANT that kind of advertising. Want an example? Stop over to ForumOxford ha-ha, where I write about the Nightlife Guide to the City, a mobile service launched in Finland a few years ago... Russell (and Carlo) - keep up the excellent work, this is one of my must-read sites !!! Dominate ! Tomi T Ahonen :-) blogsite www.communities-dominate.blogs.com website www.tomiahonen.com Hi Russell and fellow readers of Mobhappy

Thank you Russell for posting it. Yes, obviously I totally agree with the IDEA model and feel it can be tremendously successful, but not in that “first generation” concept, walking down the street or at the shopping mall, etc. But this “second generation” version of LBS spam ads, that it is tied to a venue where all paid to attend because they share the same interest.

I also posted about this at our common haunt – ForumOxford.com – where all readers of Mobhappy are most welcome to join us. We have in (addition to Russell and myself obviously) some 600 experts on mobile from over 60 countries talking about things mobile. Plenty of big name authors in mobile: Paul Golding, Ajit Jaokar, Mark Curtis, Alan Moore, plus all your favourite bloggers are there. If you haven’t joined – its free, will always be free as it is sponsored by Oxford University – you will need an “enrollment key” the first time, for which you can use the word “forumoxford”

(returning from the commercial break, to our regularly scheduled programming) Anyway, from that posting, I added the element that all professionals who develop mobile marketing campaigns, should adhere to. The concept you launch, should not be released to the public, until it is “sufficiently contageous.” This principle – coined by Fjord Networks CEO Mike Beeston – is the minimum requirement for any new mobile service, but in particular for any mobile marketing campaign. Sufficiently contageous means that the typical recepient of that service will like it so much, that he/she feels compelled to forward it to at least one further person.

Imagine yourself? How good does it have to be, that you feel moved to forward it to one of your friends. THAT is good enough. Not before. But when we reach that level, then the mobile marketing campaign (at least to its target audience) will transform from an annoyance to value. We WANT that kind of advertising.

Want an example? Stop over to ForumOxford ha-ha, where I write about the Nightlife Guide to the City, a mobile service launched in Finland a few years ago…

Russell (and Carlo) – keep up the excellent work, this is one of my must-read sites !!!

Dominate !

Tomi T Ahonen :-)
blogsite http://www.communities-dominate.blogs.com
website http://www.tomiahonen.com

]]> By: Russell Buckley http://mobhappy.com/blog1/2006/02/03/tomis-thoughts-on-lbm/comment-page-1/#comment-1634 Russell Buckley Fri, 03 Feb 2006 19:40:52 +0000 http://mobhappy.com/blog1/2006/02/03/tomis-thoughts-on-lbm/#comment-1634 Pasa - thanks for the comment. What part of UK law permits unsolicited text messages like this? Would be interesting to find out and also what the rationale behind it was. Russell Pasa – thanks for the comment. What part of UK law permits unsolicited text messages like this? Would be interesting to find out and also what the rationale behind it was.

Russell

]]> By: Pasa http://mobhappy.com/blog1/2006/02/03/tomis-thoughts-on-lbm/comment-page-1/#comment-1633 Pasa Fri, 03 Feb 2006 17:30:21 +0000 http://mobhappy.com/blog1/2006/02/03/tomis-thoughts-on-lbm/#comment-1633 Its interesting. UK law states that you can send one message unsolicited to someone if they are part of a group. For instance by sending a madonna related message to people in a venue going to see madonna is ok but not sending them something about Rolling Stones. That single message is the only thing you can send like that you would then require some sort of action from the user to request more info or accept more message and spamming after that is fine - ofcourse if you keep offering them an opt out.... P Its interesting. UK law states that you can send one message unsolicited to someone if they are part of a group. For instance by sending a madonna related message to people in a venue going to see madonna is ok but not sending them something about Rolling Stones.

That single message is the only thing you can send like that you would then require some sort of action from the user to request more info or accept more message and spamming after that is fine – ofcourse if you keep offering them an opt out….

P

]]> By: Jim Parsons http://mobhappy.com/blog1/2006/02/03/tomis-thoughts-on-lbm/comment-page-1/#comment-1632 Jim Parsons Fri, 03 Feb 2006 17:25:02 +0000 http://mobhappy.com/blog1/2006/02/03/tomis-thoughts-on-lbm/#comment-1632 Permission and Preference based -- absolutely! If I'm an Rugby, Football, Tennis, NBA, ESPN or MTV (premium?) info subscriber and I'm visiting a city were there's a game or event scheduled that afternoon or evening (small venue or huge stadium) I definitely want a special offer or discount coupon delivered to be me (via my mobile device) based on my location. Tomi has it mostly right -- but if I'm just walking down the street (Lactose intolerant or not) I'm still fair game to receive Location Based Marketing information and offers related to my location and declared preferences. In other words, if you're gonna bug me, bug me about stuff I'm actually interested in -- and if you're bugging me about something I love, that's happening near me in space and time -- thank you! :-) Permission and Preference based — absolutely! If I’m an Rugby, Football, Tennis, NBA, ESPN or MTV (premium?) info subscriber and I’m visiting a city were there’s a game or event scheduled that afternoon or evening (small venue or huge stadium) I definitely want a special offer or discount coupon delivered to be me (via my mobile device) based on my location. Tomi has it mostly right — but if I’m just walking down the street (Lactose intolerant or not) I’m still fair game to receive Location Based Marketing information and offers related to my location and declared preferences. In other words, if you’re gonna bug me, bug me about stuff I’m actually interested in — and if you’re bugging me about something I love, that’s happening near me in space and time — thank you! :-)

]]> By: Russell Buckley http://mobhappy.com/blog1/2006/02/03/tomis-thoughts-on-lbm/comment-page-1/#comment-1631 Russell Buckley Fri, 03 Feb 2006 17:16:34 +0000 http://mobhappy.com/blog1/2006/02/03/tomis-thoughts-on-lbm/#comment-1631 Jonathan - sorry but this post was really a follow up to the previous 3 I've just written on LBM, when I made it absolutely clear that opt in was a pre-requisite to any form of mobile marketing. I certainly wouldn't condone anything that was spamming everyone in the vicinity and I'm sure Tomi wouldn't either. The scenario I was thinking of assumed that prior permission had been granted before arrival at the venue ie at the time of ticketing. If people were told that Madonna wanted to send them a message on the night, I guess most people would sign up for it. Russell Jonathan – sorry but this post was really a follow up to the previous 3 I’ve just written on LBM, when I made it absolutely clear that opt in was a pre-requisite to any form of mobile marketing.

I certainly wouldn’t condone anything that was spamming everyone in the vicinity and I’m sure Tomi wouldn’t either. The scenario I was thinking of assumed that prior permission had been granted before arrival at the venue ie at the time of ticketing. If people were told that Madonna wanted to send them a message on the night, I guess most people would sign up for it.

Russell

]]> By: Jonathan http://mobhappy.com/blog1/2006/02/03/tomis-thoughts-on-lbm/comment-page-1/#comment-1630 Jonathan Fri, 03 Feb 2006 16:29:54 +0000 http://mobhappy.com/blog1/2006/02/03/tomis-thoughts-on-lbm/#comment-1630 It not only must be, but should be, permission based. The scenario just has to start with a Call To Action on the ticket getting fans to sign up through a short code. A few more calls to action at the event will boost participation. It won't be 100% but so what. Only those who want it, should get it. It not only must be, but should be, permission based. The scenario just has to start with a Call To Action on the ticket getting fans to sign up through a short code. A few more calls to action at the event will boost participation. It won’t be 100% but so what. Only those who want it, should get it.

]]> By: Alexandre Silva http://mobhappy.com/blog1/2006/02/03/tomis-thoughts-on-lbm/comment-page-1/#comment-1629 Alexandre Silva Fri, 03 Feb 2006 11:46:59 +0000 http://mobhappy.com/blog1/2006/02/03/tomis-thoughts-on-lbm/#comment-1629 This is something publicity agencies are looking forward for some time now. The problem is that laws have to be made to allow this. This is something publicity agencies are looking forward for some time now. The problem is that laws have to be made to allow this.

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