Comments on: MMF Final Thoughts http://mobhappy.com/blog1/2008/04/23/mmf-final-thoughts/ 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: Gabriel Brown http://mobhappy.com/blog1/2008/04/23/mmf-final-thoughts/comment-page-1/#comment-119666 Gabriel Brown Fri, 25 Apr 2008 10:46:01 +0000 http://mobhappy.com/blog1/2008/04/23/mmf-final-thoughts/#comment-119666 You might even say it's industry bloggers you should watch out for more than people working in the press, who are generally trained in how to use information and must keep confidences to maintain their reputations. Like this blog happens to drop in that WPP might buy M:Metrics... interesting for sure (thanks!), but unless you have mutiple solid sources you can't write that in a regular publication. You might even say it’s industry bloggers you should watch out for more than people working in the press, who are generally trained in how to use information and must keep confidences to maintain their reputations. Like this blog happens to drop in that WPP might buy M:Metrics… interesting for sure (thanks!), but unless you have mutiple solid sources you can’t write that in a regular publication.

]]> By: Gabriel Brown http://mobhappy.com/blog1/2008/04/23/mmf-final-thoughts/comment-page-1/#comment-119665 Gabriel Brown Fri, 25 Apr 2008 10:38:01 +0000 http://mobhappy.com/blog1/2008/04/23/mmf-final-thoughts/#comment-119665 If Bena doesn't ask questions she might as well not be in business. Some people are strange. They moan about "the press" and generally believe they're too super important to talk openly with them, and then and hire rafts of PR firms to beg for coverage. That's not specific to Scott Seaborn because i've never met him or heard of his company until now. But it's a strangely widespread attitude. If Bena doesn’t ask questions she might as well not be in business.

Some people are strange. They moan about “the press” and generally believe they’re too super important to talk openly with them, and then and hire rafts of PR firms to beg for coverage.

That’s not specific to Scott Seaborn because i’ve never met him or heard of his company until now. But it’s a strangely widespread attitude.

]]> By: Gabriel Brown http://mobhappy.com/blog1/2008/04/23/mmf-final-thoughts/comment-page-1/#comment-119664 Gabriel Brown Fri, 25 Apr 2008 10:20:34 +0000 http://mobhappy.com/blog1/2008/04/23/mmf-final-thoughts/#comment-119664 My colleague Adi Kishore has a good write here: http://www.contentinople.com/author.asp?section_id=439&doc_id=151306. On the BMW piece he comments: "Mielau pointed out that a mobile game BMW developed some years ago would be too "old school" a strategy for them now, even though the handsets and graphic capabilities would enable a far superior gaming experience. This again stresses that mobile marketing/advertising is being driven as an innovation, or a one-time stunt rather than a legitimate advertising medium which will command a regular line on the annual budget." My colleague Adi Kishore has a good write here: http://www.contentinople.com/author.asp?section_id=439&doc_id=151306.

On the BMW piece he comments:

“Mielau pointed out that a mobile game BMW developed some years ago would be too “old school” a strategy for them now, even though the handsets and graphic capabilities would enable a far superior gaming experience. This again stresses that mobile marketing/advertising is being driven as an innovation, or a one-time stunt rather than a legitimate advertising medium which will command a regular line on the annual budget.”

]]> By: Paul B http://mobhappy.com/blog1/2008/04/23/mmf-final-thoughts/comment-page-1/#comment-119663 Paul B Fri, 25 Apr 2008 10:01:49 +0000 http://mobhappy.com/blog1/2008/04/23/mmf-final-thoughts/#comment-119663 Russell, frankly you missed one of the best presentations direct from a brand that I've heard in mobile. BMW clearly believe in mobile as a channel and are exploring its use for both marketing and service apps. They have a very wide range of initiatives underway and they are getting good results. One that stuck in my mind was a service message sent to car owners (in Sweden I think) to remind them to buy winter tyres. This got something like a 30% conversion rate; i.e. people who actually went to a dealer to buy them. My favourite comment from him came in our brief one-to-one at the end though. I asked Marc how he was monitoring the mobile activities of other automotive manufacturers. "I'm not interested in them, I'm looking to consumer goods companies for ideas on what to do next" he said. Hooray for BMW. Declaration of interest: I drive a BMW... Russell,
frankly you missed one of the best presentations direct from a brand that I’ve heard in mobile. BMW clearly believe in mobile as a channel and are exploring its use for both marketing and service apps. They have a very wide range of initiatives underway and they are getting good results. One that stuck in my mind was a service message sent to car owners (in Sweden I think) to remind them to buy winter tyres. This got something like a 30% conversion rate; i.e. people who actually went to a dealer to buy them.
My favourite comment from him came in our brief one-to-one at the end though. I asked Marc how he was monitoring the mobile activities of other automotive manufacturers. “I’m not interested in them, I’m looking to consumer goods companies for ideas on what to do next” he said.

Hooray for BMW.

Declaration of interest: I drive a BMW…

]]> By: Si Crowhurst http://mobhappy.com/blog1/2008/04/23/mmf-final-thoughts/comment-page-1/#comment-119653 Si Crowhurst Fri, 25 Apr 2008 08:34:15 +0000 http://mobhappy.com/blog1/2008/04/23/mmf-final-thoughts/#comment-119653 Hi Russell, Good points raised around MMS. From our experience clients are starting to be more creative with messaging. We are currently deploying MMS campaigns to FMCG brands. As you mention, we have defined a set of templates that allow us to be as creative as possible whilst acknowleding the varying capabilities of the wide device range. I will come back with some statistics on campaign effectiveness in the next month. BR, Si Hi Russell,

Good points raised around MMS. From our experience clients are starting to be more creative with messaging. We are currently deploying MMS campaigns to FMCG brands.

As you mention, we have defined a set of templates that allow us to be as creative as possible whilst acknowleding the varying capabilities of the wide device range.

I will come back with some statistics on campaign effectiveness in the next month.

BR,
Si

]]> By: Russell Buckley http://mobhappy.com/blog1/2008/04/23/mmf-final-thoughts/comment-page-1/#comment-119642 Russell Buckley Wed, 23 Apr 2008 19:36:22 +0000 http://mobhappy.com/blog1/2008/04/23/mmf-final-thoughts/#comment-119642 Hi Paul - Actually, I missed the BMW presentation, though I heard it was great. Anything you can share hear? Russell Hi Paul – Actually, I missed the BMW presentation, though I heard it was great.

Anything you can share hear?

Russell

]]> By: Scott Seaborn http://mobhappy.com/blog1/2008/04/23/mmf-final-thoughts/comment-page-1/#comment-119641 Scott Seaborn Wed, 23 Apr 2008 16:56:22 +0000 http://mobhappy.com/blog1/2008/04/23/mmf-final-thoughts/#comment-119641 Hi Both, Bena - i read Gomo evey day and have done for as long as! Russ - yes, there are lots of bedroom DJ's out there! Thanks both :-) Hi Both,

Bena – i read Gomo evey day and have done for as long as!

Russ – yes, there are lots of bedroom DJ’s out there!

Thanks both :-)

]]> By: Paul B http://mobhappy.com/blog1/2008/04/23/mmf-final-thoughts/comment-page-1/#comment-119640 Paul B Wed, 23 Apr 2008 16:54:49 +0000 http://mobhappy.com/blog1/2008/04/23/mmf-final-thoughts/#comment-119640 Have I missed it Russell or did you mention just how good the presentation was from BMW?????? Have I missed it Russell or did you mention just how good the presentation was from BMW??????

]]> By: Russell Buckley http://mobhappy.com/blog1/2008/04/23/mmf-final-thoughts/comment-page-1/#comment-119639 Russell Buckley Wed, 23 Apr 2008 14:12:51 +0000 http://mobhappy.com/blog1/2008/04/23/mmf-final-thoughts/#comment-119639 Hi Bena - I wasn't being critical when I wrote about being aggressive, although perhaps "direct" would have been a better adjective as far as your motivation is concerned. You put Scott on the spot (good for you - that's your job) and I liked his response. So yes, fair but edgy won the day :-) Russell Hi Bena – I wasn’t being critical when I wrote about being aggressive, although perhaps “direct” would have been a better adjective as far as your motivation is concerned. You put Scott on the spot (good for you – that’s your job) and I liked his response.

So yes, fair but edgy won the day :-)

Russell

]]> By: Bena Roberts http://mobhappy.com/blog1/2008/04/23/mmf-final-thoughts/comment-page-1/#comment-119637 Bena Roberts Wed, 23 Apr 2008 07:13:22 +0000 http://mobhappy.com/blog1/2008/04/23/mmf-final-thoughts/#comment-119637 Hi Russell. Just FYI, I didn't mean to sound aggressive - but I met Scott the day before he presented and I tried to talk to him. He kept on saying wait for my presentation... so I have to be honest - I was expecting fireworks during the presentation- which I didn't get. I think I asked the question in frustration more than anything else. In fact, I think that the second time I approached him - he or someone else made a comment "don't speak the press is here". It's really silly as I do try to be fair but edgy on GoMo News and I am not just after a scoop. But people who don't know GoMo or don't read it just make asumptions when they meet you (and see press) and then come out with statements like that or don't want to speak to you because you are stupid or don't know the market. I was never treated like this as an analyst and its like learning how to swim again. Hi Russell. Just FYI, I didn’t mean to sound aggressive – but I met Scott the day before he presented and I tried to talk to him. He kept on saying wait for my presentation… so I have to be honest – I was expecting fireworks during the presentation- which I didn’t get. I think I asked the question in frustration more than anything else.

In fact, I think that the second time I approached him – he or someone else made a comment “don’t speak the press is here”. It’s really silly as I do try to be fair but edgy on GoMo News and I am not just after a scoop. But people who don’t know GoMo or don’t read it just make asumptions when they meet you (and see press) and then come out with statements like that or don’t want to speak to you because you are stupid or don’t know the market.
I was never treated like this as an analyst and its like learning how to swim again.

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