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Wednesday, February 22, 2006

3GSM - The next big thing



I was just reminded that I haven't posted anything here since I arrived at 3GSM - and why not? - Well there are several reasons - but the biggest is that I haven't found anything lately that was really worthwhile in posting.

3GSM was a great show - and everyone agreed that Barcelona is a great city and we look forward to going back to Barcelona again next year - but from a mobile marketing perspective the show was actually pretty quiet.

The next big thing - again...

The next big thing seems to be the continued focus on mobile TV. There were a significant number of handsets and infrastructure vendors that were touting their wares in mobile TV and the various technical standards that will be necessary to deliver mobile TV to the handset.

And the latest acronym for the show was HSPDA (High Speed Packet Data Access) - and that means faster downloads of mobile video clips.

But if we look back - mobile TV and streaming video to the handset was last year's next big thing. So, it was a bit of a repeat. Mobile TV - the next big thing - again....

Lurking in the background - near field communication

What I found most interesting I didn't see on the show floor, but instead I got to learn about from someone who was staying at my same hotel. Meet Payzy.


Payzy is a unique way of using your phone that takes advantage of RFID technology and allows you to make payments using everything from your selected credit card - to actual cash balances on the phone. Totally safe and secure to use even if your phone gets stolen!

During my discussions with Gregory Lee from Payzy I learned more about how phones that are NFC enabled can be used beyond payment - but including how they can be used for marketing in a totally permission based way. Operating on the same proximity principle as Bluetooth and Infrared - but faster and more reliable!

Watch this space for how RFID and NFC (not the National Football Conference) evolve beyond payment to include marketing!

posted by Troy Norcross at 5:36 PM

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A few words about why we're here

Since consumers first started to use SMS marketers have had the idea of text message marekting or marketing sms - also known as mobile marketing. And since that time marketing sms messages have grown and changed and new technology like bluetooth marketing, marketing bluetooth style to phones in close proximity to an advertisers.

And since the e-mail spam scourge took over the media, people have worried that there will be mobile phone spam. Spam is just another way of saying that advertisers send unsolicited text message marketing, marketing sms, bluetooth marketing or any other form of mobile marketing - it's mobile phone spam. There are even guides on how to spam phone s.

Consumer Preference is about permission based marketing, permission marketing solution. If, as an advertiser you can execute permission based marketing campaigns then you can certainly find ways to benefit from mobile marketing. And permission starts with understanding the consumer marketing preference. If you can understand consumer marketing preference, then you can execute permission based marketing. And permission marketing is not mobile phone spam.

There are many mobile marketing company listings that can be found on the Internet - and most mobile marketing company websites will tell you how they focus on permission marketing. Make sure that the one you partner with does more than tell you about it on the website. Opt-in marketing starts with your traditional marketing soliciting for permission.

Yes - Mobile marketing starts with traditional marketing - print, web, radio, television - all of the old standards. Because before you can send the first message to a consumer, you must obtain their permission... and that means that you understand consumer marketing prefernce.

Please enjoy reading consumer-preference.com - and if you feel that there is a point I'm making you'd like to share - then put a link to it from your own site. And always feel free to leave comments!

Troy Norcross

 

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