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Thursday, June 15, 2006

Mobile Entertainment: Higginson criticises Mob rule

Mobile Entertainment: Higginson criticises Mob rule

Having never been a fan of Monstermob I'm not sure what to make of this. The article references:

"difficult conditions in the UK market due to recently introduced premium content subscription regulation has impacted Monstermob's bottom line"

And for those who need a translation it means that their overall aggressive sales, marketing and advertising practices were part of the Crazy Frog regulatory backlash. The business model was heavily weighted on taking advantage of consumers who didn't read the fine print in the terms and conditions.

In a recent interview with a mobile network operator in the UK it was pointed out that Jamster (the company behind the Crazy Frog) had actually cleaned up their act and that the real regulatory offender was Monstermob but that they had dodged the PR bullet associated with the Crazy Frog.

Besides trying to re-jig their business plan by adding full track music downloads Monstermob are continuing with the aggressive tactics but have moved them to Asia Pac where regulations are not so strict.

"Direct-to-consumer giant Monstermob has been expanding agressively overseas, particularly in Asia Pacific."

Has the board of directors decided that it is time to take the company legit and they want a new CEO to do it? Or did Higginson see the end of the line and try to course correct the company to more ethical business models but at the short term expense of revenues? Who knows?

Let's see what their next move is and maybe that will give us some answers.

posted by Troy Norcross at 8:58 AM  

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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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