Carnival of the Mobileists #34 at W2Forum

Be sure to go to W2Forum to read Jan Kuczynski's summary of the best in mobile blogging! Read this weeks Carnival of the Mobilists.

In case you missed it, the Carnival now has its own website and it’s sponsored by our friends at Khosla Ventures. This means you can win cash prizes for entering and hosting the Carnival every month.

But wait - there's more! If you post your own article in the next 15 minutes ... Wait... seriously... If you're looking for a very VERY cool way to post your article to the next carnival of the mobilists - follow the link on the right via Blog Carnival - or just go here!

Where’s the data on mobile advertising? – Part II

Last month I wrote about the lack of data from mobile network operators to describe WAP usage statistics. This week I’d like to talk about the lack of statistics that are available from the world of the brands and advertisers.

Following the Mobile Marketing Forum from the MMA this month, and this weeks Mobile Marketing Summit here in London, the frenzy over mobile marketing is practically deafening – but how much is hype and how much is real? And not unlike my attempt to shed some light on the definitions for mobile marketing vs. mobile advertising, I’d like to look at the specifics of what I mean when it comes to data on the “spend” on the mobile channel.

From the perspective of a mobile network operator, the widely accepted level of revenue from mobile data is somewhere between 20-25%. Of this number, only 20% is non P2P mobile data (i.e.; the majority is people sending text messages to each other). The really interesting way to slice this data would include a breakdown something like this:

% Direct Marketing
% Mobile data (GPRS / 3G)
% Direct Response – Standard Rate
% Direct Response – Premium Rate
% Mobile Content Revenue Share

And from the brand and advertisers side, there is a considerable amount of focus on mobile as a potential new channel. It would be very interesting to see how the following set of statistics was answered by marketers, media and advertising agencies.

If the amount you plan to spend on the mobile marketing channel – how much will be spent on:

% mobile direct marketing – text messages
% mobile direct marketing – multi-media / picture messages
% mobile direct response (text to vote/win/enter/reply )
% mobile content sponsorship
% mobile search
% WAP banner ads
% WAP sites
% mobile games / applications
% mobile TV advertising
% Bluetooth marketing

And the more general statistics:

What % of your traditional marketing spend will include mobile call to action (MCA)?

What % of your mobile spend will be in isolation (not involving any other media)?

I know I’m not the only one asking these questions – but maybe I’m going to take a lead in formulating a list that can be built upon.

Where is a brave lemming when you need one?

Some are incredibly big brands – like Coke – some very big brands – like Peugot – and some relatively small ones like Visit England, but brands of all sizes are dipping their toe in the water and trialing the mobile as a marketing channel. What we need are brands that are brave enough to share the outcome of their efforts to help move the entire industry along. Because once one or two of these advertisers starts to share their data, everyone else will follow – like a wonderful herd (herd?) of lemmings.

Are “you” Super-Lemming!?!

Do you dare to share your results? Do you dare to fill in the table above and send me the results? Are you an advertiser, a brand, a media agency willing to take the lead and show the industry what is possible? Are you willing to nip into a phone booth and reveal yourself as Super Lemming?! If so, drop me a line because here’s the deal.

I’ll keep your true identity secret and your data safe and secure until I have data from at least 5 different media agencies, brands or advertisers. When I have 5 complete data sets, I will consolidate the data into a report that normalizes all of the data and returns the report back to you for free.

The report will become a living survey at that point where anyone who wants to submit their data into the set will be given access to the next edition – at least 4 editions per year. The report will not be available for sale, nor to the media at large and access will be limited to those who have contributed data. It will be a closed club of incredibly well informed marketers.

What’s in it for me?

As altruistic as it sounds, I get to see the industry grow. I’m convinced that once people start sharing this type of data and advertisers and media agencies start contributing their own data, everyone will be able to drive incremental new business. One of my favourite strap lines is, “Accelerating Mobile Marketing” – I’d love to be a part of it.

So – drop me a line. You can do it. You can be Super Lemming! You can be the start of the trend and before we know it we’ll have a whole ocean full of lemmings! (Ok – so maybe a lemming wasn’t the best analogy…) but give me a break. Marketers don’t always do the creative thing perfectly! Come on in… the water’s fine!

Guardian Unlimited Business | | UK mobile phone users can now access Google news and email

Guardian Unlimited Business | | UK mobile phone users can now access Google news and email

I've been reading Google News for a few months now on my PC at home - it's the best source of news across the widest range of sources around - so when they say that it has quickly become the defacto standard for Internet users - I'm totally in agreement.

As for how this will work on mobile - I'm yet to be convinced. I just tried to access the service and before I even get started I'm getting a network error (That's Vodafone - not Google). The issue affects my willingness to even try some of these services. On 2.5 G / GPRS the service is still so slow that the experience is painful in comparison to the Internet.

Until we get ubiquitous, cheap high speed Internet access to our mobile devices, with a user interface that is simple and intuitive to use - I just don't see broad adoption of these services taking off. (And I'm a mobile evangelist!)

HOWTO: Block Text Message Spam - Consumerist

HOWTO: Block Text Message Spam - Consumerist

This is the first instance I have heard where any of the cellular operators in the US are allowing consumers to block e-mails to their mobile phones.

As one of the comments points out, this can be rather an extreme option because there are a number of alerting services that use this e-mail gateway that you might not want to block. For instance, I belive United Airlines uses these e-mail gateways to deliver their flight alerts.

Still - it's a step in the right direction in that it gives consumers more control!

Well done T-Mobile!

Mobile TV Seminar by Dentone Wilde Sapte

Yesterday Denton Wilde Sapte hosted a seminar inLondonentitled “Mobile TV – Look who’s watching now.” and I was able to attend thanks to an invite from my good friends at Smith & Williamson.

The event was a panel discussion with a number of key players in the mobile TV space including:

• Ray DeRenzo – VP Business Development from MobiTV
  
• Grame Ferguson – Director of Global Content Development, Vodafone
  
• Richard Madden – Head of Media, Close Brothers Corporate Finance
  
• Alan Sewell – Strategic Planning Manager, BSkyB
  
• Mike Short– Vice President of Research and Development, O2 Group
  
• Matt West, VP Mobile Media Worldwide, Alactel (pvNS)
  

The panel was led by Kate Buckley, Media and Telecommunications Journalist.

Mobile TV is getting a considerable amount of airplay in the press and the fact that this seminar was attended by more than 200 attendees representing a range of leading players from across the industry - from media giants such as the BBC, Channel 4 and SKY to mobile network operators and technology producers, global financing organisations, and entrepreneurs and start-ups such as PlayerX, Mobsvideo and Shopping Technology Ltd. Clearly, there is plenty of interest and excitement about the topic, as well as plenty of curiosity in determining how to turn this phenomenon into a revenue stream.As I’m trying to hit my own deadline this morning I’m going to offer you the highlighted bullet points that I considered the best takeaways.

Just the highlights! – Please leave your comments!(And the BIGGEST takeaway is at the end…)

---

Favourite mobile video:

• SingTel has started offering short video clip golf lessons available for your mobile.
  

Where can I see mobile TV?

• Vodafone has launched Mobile TV in 17 countries.
  
• MobiTV offers 25 deployments and 1M active subscribers
  

Who would watch (and pay) for mobile TV?

• In theUSthere is a significant uptake for the mobile TV service by minority and urban youth segments… to the point that MobiTV is launching dedicated Hispanic channels.( Gee – more people listening/watching content and making the rest of us listen along because they won’t wear headsets…. Hurray…. NOT! )
  
• From a recent market study, 85% of Vodafone subscribers would watch – and pay for – mobile TV.GF:“We’re doing this because our customers are asking for it.”
  

How do I market mobile TV?

• TheUSmarkets have learned from the mistakes of GSM operators acrossEuropewhen it comes to marketing.Sprint and Cingular are selling their consumers an entertainment package – The technology (EVDO or UMTS never gets mentioned)
  

Do people really watch mobile TV in the bathroom?

• Everyone is still perplexed over why consumers who have trialed mobile TV spend so much of their time watching while they are at home – where they have a regular TV already.
  

How much will people pay for mobile TV?

• BSkyB reports they have 100K subscribers paying up to £10/month for their mobile TV packages available on Vodafone.
  

Do the French watch mobile TV?
Est-ce que Les Français regardents Mobile TV?

• France has as many as 400K active mobile TV subscribers.

How much time to people watch mobile TV?

• O2’s recent trial inOxfordreports an average of 4 hours / week of mobile TV viewing from their 375 participants.
  

On DVB-H broadcast TV vs. Streaming Video downloads:

Why is mobile TV moving towards the linear video model when traditional TV is moving away from it?( i.e.; time-shifted viewing with personal video recorders) – or put another way – Why are we even considering DVB-H?

-on the flip side-

Rumours abound that a single 3G tower can support no more than 7 active video streams at a time.How can the network expect to handle peak usage events?And it was hotly debated if the world cup match would besuch an event with the thought being you would find a 8312” plasma screen for such a major event over watching it on your mobile!

On mobile TV advertising:

• “Why should we take a model that is currently failing on traditional TV and try to move it to mobile?” – i.e.; the 30 second TV spot is dying already.


• If you put too much advertising on mobile TV, it will backlash as is currently happening the world of MySpace.
  

GF:Consumers will accept advertising that is Relevant, High Quality and which has perceived Value.

If you’ve got mobile TV content, who should you sell to?

• MS:Call me and I’ll give you the contact you need to speak with.
  
• GF:Don’t call me – Call Sky and sell the content to them.We deliver only Sky content.

(Which model do you think has the most legs?I’ll go with VF)

Biggest challenge for mobile TV:

The same as for any mobile service: Content Discovery

Biggest challenge for mobile TV advertising:

Need for consistent ratings system.

The biggest takeaway:

Why will mobile TV take off more than MMS or various other services?

• The retail outlet sales teams understand TV and how to sell it


• Traditional television will cross-promote it ( During the regular broadcast of your favourite show you’ll be reminded you can watch highlights on your mobile)
  

A hearty “well done everyone” to the folks at Denton Wilde Sapte and especially to Ingrid Silver and Lucy Beard for putting together a great panel.

For further information or contact details, please drop me an e-mail using my contact information to the right.

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.

Adotas » qtags Sets Advertiser Lineup for Times Square Program

Adotas » qtags Sets Advertiser Lineup for Times Square Program

There is a clear effort here even in their PR to identify as SPAM free. The way the article reads it would appear that messages are only sent to the consumer as a response to a text originated by the consumer.

Now - before you read the rest of this - Generally I like the idea of Qtags. I just wish they'd clean up their privacy policy a bit.

From the Qtags homepage:

SPAM FREE!We do not share your mobile # or email with anyone, ever. You will not be added to any advertiser's list, and only you decide if you interact with the advertiser.

So in reading the privacy policy here's what I found:

Standard disclaimer that they can change their privacy policy at any time and that it is YOUR responsibility to check for changes to the policy and that by continuing to use the service you automatically agree to the terms.

What could they do?:

Upon any material changes to the policy all subscribers, web site users and others who had agreed to previous terms and conditions should be duly notififed and given a chance to review and decide for themselves if the changes to the policy constitute a change in their willingness to use the service.

The way this reads today Qtags could sign up 100,000 users under the belief that Qtags would never share their information. At some point in the future Qtags could change the Privacy Policy and be selling everyone’s information and be completely legit as it is worded that the responsibility to know about changes and agree to them being on the part of the subscriber.

A more responsible service provider might send out an advisory to make clear any material change to the policy to any/all affected users, members, subscribers or others who had agreed to a previous version of the policy. Yes – the requirement to advise is onerous in nature, but placing the responsibility in the hands of the consumer (who largely doesn’t read the policy to start with) is not acting in line with a “white hat” philosophy.

How to opt-out?

The policy indicates the only way to opt out is via e-mail or via postal mail. There should be a clear and obvious way to opt-out via the mobile. After all - this is a mobile service.

Hey - wait a minute - did I opt in?

Yes buddy - you sure did. Their "Topline of Privacy Policy" talks about the fact you won't hear anything from any 3rd parties. But trust me, you'll hear from Qtags.

Oh yes - and they ask that you write to them with suggestions. However, interestingly, they claim full rights to any suggestions made. As such I'm only making the suggestions available via the blog... © Mobile Soul Ltd. just in case you wondered.

Search Insider » Blog Archive » The Emergence of Mobile Search And Its Impact on Advertising

Search Insider » Blog Archive » The Emergence of Mobile Search And Its Impact on Advertising

Interesting article but I'm still a skeptic of mobile search.

Mobile search for content discovery that can be consumed on the mobile - you bet.
Mobile search to build access to the wap sites with the information I want (movie times, train schedules, weather) - you bet.

But once I have that core set of favourites in place, the number of searches will drop off. There will be a few key content players ( and the good content will be somewhere off the operator portal ) and there will be a few key service and information sites.

Subscribers will search on their mobile - but not re-search. It's a different user environment, a different user interface and a different market requirement. Sure - there is plenty of hype right now, but I don't think we'll see mobile search hit the volumes that everyone is hoping for.

Startup provides a guardian for spam's next target: Your cell phone - Haaretz - Israel News

Startup provides a guardian for spam's next target: Your cell phone - Haaretz - Israel News

I wish these guys all the best. I tried for about 3 years to sell a service that would combat mobile SPAM and met with the same feedback on a regular basis - see table below...

Operators:	We don't need such a service. If anyone on our network steps out of line we just chop them off.
Aggregators:	Our margins are so thin we couldn't possible add an extra charge for SPAM protection. Besides, our clients aren't asking for it.
Big Brands:	We would never even THINK of sending SPAM to our trusted customers!
Small Brands:	Who us? Just what are you implying?
Associations (MMA, DMA, MDA)	We have a detailed code of conduct prohibiting SPAM and all of our members strictly adhere to it.
Consumers:	You bet! - Bring it on! - Anything to get the SPAM to stop. Wait - pay for it? Nah - it's not that big of a problem.

In the end, that seems to be the over arching message. It is just not a big enough problem to warrant a solution.

But back to my original point. Best of luck to these new guys on the block.

TurnTo10 - Local News - Block Text Spam From Your Cell Phone

TurnTo10 - Local News - Block Text Spam From Your Cell Phone

This is a nice article about the problems with mobile SPAM in the US. They focus on the fact that the US billing model is not just sender pays - but that you can have a monthly package where you also get charged to "receive" text messages.

The majority of text message SPAM in the US begins life as e-mail SPAM. The mobile oeprators in the US have gateways that allow you to send an e-mail have the message delivered as a text message to someone's mobile phone. These e-mail-to-SMS gateways don't exist in Europe where the model is sender pays.

If the US operators want to eliminate SPAM, the first thing they have to do is to turn off these gateways. Unfortuantely, too many businesses rely on this cheap and easy connectivity for them to be just summarily turned off. Besides - the operators are making money every time you receive a SPAM text message and don't call to dispute it.

Finally - and possibly most importantly - the advice at the end of the message is somewhat erroneous. Adding your phone number to the National Do Not Call Registry will have no bearing whatever on SPAM text messages. It's like I said, these messages are delivered to you via e-mail. And the people sending you Viagra don't live in the US and couldn't care less about a Do Not Call Registry.

If you want to virtually eliminate mobile SPAM in the US, call your operator and tell them that you want them to block all e-mail to SMS messages. They can do it. They have spent several $100K on systems to filter out most of the SPAM and these same systems can be configured to block all messages to your mobile phone. But be warned, you'll may also wind up blocking your flight updates from United and any other text based informational services you currently receive.

Mobile phone botnets are poised to come calling - Security - Technology

Mobile phone botnets are poised to come calling - Security - Technology

This is a bit of a scare-mongering type of article. But I must say that there are some nuggets of truth in the text.

The majority of GSM phones today are Java based (CDMA phones tend to be BREW ) The key point of this is that most of these hijack applications will be written for Symbian phones because you can't auto start / auto launch a Java application as part of the phone's boot up process.

So, if you have a Symbian, Windows Mobile or other "smart phone" - then you might have cause for concern. But for the majority of mobile phone users today - this isn't really a threat --- yet.

Carnival of the Mobilists #30

Be sure to check out check out Darla Mack’s blog for this week’s collection of best writing about mobile from around the web.

In case you missed it, the Carnival now has its own website and it’s sponsored by our friends at Khosla Ventures. This means you can win cash prizes for entering and hosting the Carnival every month.

But wait - there's more! If you post your own article in the next 15 minutes ... Wait... seriously... If you're looking for a very VERY cool way to post your article to the next carnival of the mobilists - follow the link on the right via Blog Carnival - or just go here!