Mobile Measurement – The right end of the stick?

Mobile Measurement – The right end of the stick?

There are more and more products coming to market offering mobile data measurement across a variety of metrics. Most of these measurement tools fall into one or more of the following broad categories:

• How many consumers are watching, using, accessing mobile data?
• What do we know about these consumers?
• How do these consumers respond to advertising and marketing?

What is the real value behind each of these measurements and who really has the right end of the stick when it comes to mobile measurement?

How Many?

This is where the really crazy numbers and quotes start appearing. Looking at the 2006 Q2 Mobile Telecoms market data tables report from Ofcom – there were some 62.4M mobile subscribers across the 4 major mobile network operators. And from this group there were some 9.74Bn SMS and MMS messages sent. M:Metrics recently announced their MeterDirect product to offer more insight into how and when consumers interact with mobile media. The press release offers such wondrous insights as to the fact that the average UK user spends a whopping 8 minutes of their day surfing the mobile web! ( I wonder, is that because the user experience is so terrible? ) Médiamétrie has also recently announced their creation of the Mobinautes report. ( Note: In French ) You can read with FollowTheMedia.com had to say: (in English) Mobinautes

So all of this will give us an insight into the number of consumers who are part of an addressable market. These numbers are largely used by the Media Buyers and Planners in the Advertising world and it is these really huge numbers that potentially lead to huge deals and contracts – and cash. These people are specifically looking for opportunities to reach consumers with a goal of focusing on customer acquisition and brand extension.

Who are they?

Mobile Enterprise recently made the front cover of Mobile Entertainment promoting their service to offer the profiling of the mobile consumer based on detailed analysis of the types of services each consumer subscribes to. This data is taken from the mobile network operators and allows the operator to offer this valuable insight to the mobile advertiser to ensure a better targeting of their message – and a more effective spend of their mobile advertising budget.

This is a solid proposition for the benefit of both the mobile network operator as well as the advertisers and content owner wishing to reach the mobile consumer. In today’s world of customer profiling a further source of information can add an extra dimension of understanding – and that is worth cash to mobile network operators. (Now, if the operators can just pull their finger out and recognize the opportunity!)

What works?

For me, personally, this is the most interesting bit of mobile measurement, and it is the area that has the greatest potential – and the least focus. It doesn’t matter if you can reach 63M mobile consumers, if you do it with an advertisement that doesn’t generate a response. And it doesn’t matter that you know that 28.3% of them are football fans if you don’t understand how to engage them in a dialogue that goes beyond sport scores and the odd bit of sensationalised pop-news.

In a recent interview with Tim Carrigan CEO of mobile technology company TXT4 I learned of their new product to expand mobile accountability. TXT4 has responded to feedback from a number of their clients to provide a universal reporting mechanism that can show the effectiveness of a marketing campaign across multiple response channels. More than just watching for a blip in sales after a marketing campaign – actually measuring the timing and volume of responses to an add across mobile, telephone and other consumer response mechanisms.

Tim explains, “Mobile response data provides far more accurate, quantitative insights than those gained from traditional methods such as focus groups and statistical analysis. As consumers increasingly choose to respond to advertising by text and use the mobile internet, the focus brands are giving to the data has grown.”

TXT4 is providing its clients with accurate response data, that provides valuable insights into the effectiveness of their above the line activity. By tracking every response, clients can extract a range of findings from exact volumes of response generated by each ad placement to information on consumer behavior such as peak response patterns. It’s this analysis which provides real-time, powerful measurement tools for marketers to assess their return on investment.

Conclusion

We live in very interesting times in which there is ever more data being presented to us. Mobile as a media channel, marketing channel, consumer response mechanic and advertising channel is growing rapidly and the more companies and agencies provide measurement, the more press releases and announcement we see trumpeting the burgeoning success of mobile. I guess the point is that we shouldn't worry so much about whether or not we have the right end of the stick as that we should make sure that we grab one and start making meaningful measurements of our own!

TXT4 Improves Service Offering

TXT4 Data Policy Update

During a recent conversation with Tim Carrigan, CEO for TXT4, I learned that there have been some significant changes to the way in which they process, hold and use consumer data… Changes that I think believe now place TXT4 in a strong position for best practice and a stronger evidence to their commitment for no consumer SPAM.

For those unfamiliar with TXT4 - one of their services allows consumers to send a text message to request a brochure or other information be sent by post. TXT4 collects the consumers postal address details and then forwards them on to the brand's marketing/fulfilment department. A unique aspect to their service was that once a consumer had registered their address, TXT4 kept those details and would use them again for any other brand or campaign, thus making it easier for the consumer.

After careful review and consideration, TXT4 found that customers were sometimes of the belief that they were providing their details to the brand associated with the marketing campaign and were unaware that they were registering with TXT4 – even though TXT4 included a privacy policy notice on their SMS response and even though this information was made clear on the TXT4 website.

As a result, TXT4 has implemented the following new policy regarding their data processing:

Consumer data will be held on behalf of a specific brand and will only be used to satisfy the original request and any subsequent requests from advertising for that brand. For example… If I respond to a Vauxhall campaign in the Spring, my details may be used again for a Vauxhall campaign in the fall, but would not be used by a campaign which TXT4 is running for the NHS or any other brand.

Now the reality of consumer data is much more closely aligned with the consumer's perceptions. And in the world of building consumer trust - this is quite a good thing.

Well done TXT4!


NOTE: Watch this space for some new products from TXT4!

P.S.

Oh yes – and as for the privacy policy link on their website – much easier to find.

YELL.COM Declares 2007: The Year for Mobile Web

YELL.COM Declares 2007: The Year for Mobile Web

Yell.com has commissioned some very exciting new research UK mobile users and why many are now ready to embrace the internet on mobile devices.

The report, due out on Wednesday¹, describes a new market segmentation for mobile users called FUN-ctionals. The biggest drivers for people to use the mobile internet are maps/directions and local information - email and instant messenger - and banking.

Research that is NOT based in Hype!

What I like the most about the report is that it does not require me to put aside any core beliefs - the data actually stacks up and makes sense. This is in stark contrast to so many research reports that provide borderline unbelievable results for the sole purpose of supporting even more unbelievable business plans!

The report states - and I agree - that "cost is still the overriding barrier to wider mobile web adoption." Until operators make flat rate data pricing plans available there will be limited adoption. In short, there is a lack of consumer trust when it comes to mobile data because so many consumers have been burned by outrageous mobile data charges.

Not unlike early mobile content providers in the ringtone market, mobile network operators have damaged their trust relationship with their consumers. It will take time even after mobile data pricing is made effective to restore consumer trust and then to see some growth in mobile data. In preparing to host this week's Carnival of the Mobilists I also came across an article by Russell Buckley that gives me hope that flat rate pricing for mobile data may actually be on the way!. Read more about The Mary Elizabeth Mapes Dodge Effect.

According to Yell.com,

"it has always been Yell.com mobile's opinion that a fixed mobile data package is integral to the mainstream adoption of mobile web. While we will consider partnerships with mobile operators as one channel to reaching mobile consumers, we do intend the bulk of our customers to come direct from Yell.com mobile - as applications you install yourself have far more "stickabilility" in the minds of consumers than those pre-installed on the handset."

Why the research? Why now?

Of course, all of this research is very helpful to the major push from Yell.com for their mobile search application. And although I didn't have a great experience the first time around - I have since become not just a convert, but a regular user of the tool.

If you read the first post, you'll note that I had a few questions that I wanted to ask the product manager at Yell.com - and guess what. He called. More importantly, he had answers to each of my questions.

In a telephone interview with Martin Wilson, Head of Yell.com mobile Marketing, I took the opportunity to ask him each of my questions and to have a more detailed look into Yell's approach to mobile search.

In short, it seems that the OOH (out of home) marketing teams got a bit ahead of themselves with those exciting bus shelter ads and took advantage of the special December marketing push before the Yell.com mobile application had been released across the full suite of handsets and devices. Indeed the S60 platform is well catered for and indeed Yell.com has an excellent view as to who their target audience is (as evidenced by this new research ) and which devices they are carrying.

By the time we had the interview, the new application had been released and was easily downloaded and installed onto my Nokia N73 Series 60 phone. I've had occasion to use it to search for a number of different things and found the interface very well organized and easy to use. I was especially pleased with the predictive suggestions available in the categories section to make things easier.

For me, the most vital part of the application was the maps associated with the search results. Although the maps provided are good, I would have to say that in integration with Google Maps would have given me a better and more accurate result. And it is possible that a Google Map would require less bandwidth thus implying faster response times and (for now at least) reduced data charges.

So - it seems that Yell.com jumped the gun with a bit of advertising - and I jumped the gun in harshness of my initial evaluation.

Yes - there has been a lot of press about Yahoo Mobile 2.0 - Microsoft mobile search and of course Google Mobile, However, after seeing the Yell mobile application and the subsequent research due out later this week, I believe that Yell.com is on the true path to mobile search - the path which leads to providing consumers with information that they want, when they want it and in a form that is best suited for the device available to them.



¹You can view the full announcement and press release HERE.
For more information on the Yell.com Mobile Application, please check the http://www.yellmobile.com website.

Carnival of the Mobilists 69

Photo by Rick Takagi Some rights reserved.

Welcome to the April 16, 2007 edition of Carnival of the Mobilists 69. We've got quite an exciting round-up of posts for this week covering everything from the future of home gaming consoles to exciting new mobile industry trends and research.

So sit back, grab a cuppa and enjoy!

Mobile Experience

C. Enrique Ortiz presents C. Enrique Ortiz Mobility Weblog posted at C. Enrique Ortiz Mobility Weblog, "...in mobility it is about now, about getting to information quickly, and for this to happen, there must be clarity, it must be direct, information must be well organized, response time must be acceptable. It is about understanding the essence of the mobile experience..."

Mobile Services

Fraser MacInnes presents Jaiku out to rival Twitter for mobile micro-blogging posted at Pocket Picks, talking about how, "Jaiku out to rival Twitter for mobile micro blogging

The classic sign of a hot web service is when rivals spring up. Such is the case with Jaiku, a mobile social networking tool which is taking on Twitter with some advanced features of its own"

And speaking of a hot mobile service, Yellmobile.com has some exciting new mobile research to back up the use of their mobile search application. Read about their upcoming market research (before the regular guys get the data!) Yell predicts 2007 as The Year for Mobile Web.

Mobile Industry

Daniel Taylor presents Do We Have To "Create" Demand For Mobile Data? posted at Mobile Enterprise Weblog Daniel writes about an interesting piece of email he received suggesting that there is a need to drive consumers to use mobile data...

And speaking of mobile data, Russell Buckley presentsThe Mary Elizabeth Mapes Dodge Effect posted at MobHappy. Russell thinks he may actually see the signs of a crack in the wall of denial from Mobile Network Operators and their first steps towards reasonably priced flat rate mobile data packages.

Further to our Mobile Industry Heading - Kelly Goto presents mobile bubble - growing or bursting? posted at gotomobile. I've often wondered if there was a mobile bubble at all? Be sure to read Kelly's interesting insights!

Handsets and Devices

Hampus Jakobsson presents The headaches of being a handset OEM posted at VisionMobile Forum, saying, "An excellent and indepth look at market drivers in the mobile device market space."

Mobile Commerce

Post of the week!!!
Barbara Ballard presents mobile commerce posted at Little Springs Design, saying, "If you're looking for a definition for mobile commerce - and a great discussion, this is the article for you."


And although you might think it an odd placement - Charity is indeed a form of commerce... This week Doug Busk writes mopocket » Blog Archive » “Consumer” group slams charitable giving via mobile posted at mopocket.

Mobile Applications

Zach Epstein presents Skyecaller PRO by Skyestream posted at Nokia S60 3rd Edition Applications Review, saying, "Review of Skycaller Pro"

Mobile Experience

Barry Welford presents Will That Be Adaptation Or Alternation? posted at StayGoLinks, saying, "Making your website viewable in mobile devices such as cellphones is a mighty challenge if you try to follow the W3C's 'One Web' Adaptation process. Better and simpler is to design specific cellphone web pages: that's called Alternation."

Mobile TV and Video

Jag Minhas presents Video calling anybody? posted at Route 79, saying, "It's about the real reason why mobile video calling will never catch on:"

Mobile Broadband

Leo Blanco presents Mobile Broadband Access Not for Average Consumers posted at The Mobile Technology Weblog.

Market Statistics

Thomas Menguy presents Emerging Countries and Mobile Phones: Kenya case study posted at Everything and the Mobile Software Universe....

Xen Mendelsohn presents Cingular (The New at&t) Pumps Up Revenue with "American Idol" (Part II) posted at Xellular Identity, saying, "American Idol voting gave a big boost to AT&T wireless' SMS messaging business. AT&T tallied more than 41.5 million text messages throughout the show's three-month voting period, and that's believed to be the largest volume of text messaging in a single campaign in the history of the U.S. wireless industry. Not only has AT&T reaped the benefit from giving customers the ability to vote via SMS message, it's also whipped them into an Idol frenzy with creative offerings..."

Mobile Advertising/Marketing

David Murphy presents Mobile Targeting – The Next Big Thing? posted at Mobile Marketing Magazine. An interesting insight into how mobile advertising will benefit from an understanding of the mobile consumer based on data from mobile network operators. My question is, "Won't most brands have a far better understanding of their consumers than the operators?"

Carlo Longino and I see absolutely "eye-to-eye" when it comes to Bluetooth marketing / Bluespamming - and Carlo writes an excellent Techdirt Corporate Intelligence: Techdirt Wireless - US Air Force Aims High With Bluespam posted at Techdirt Wireless.

And finally - someone who isn't drinking all of this Kool-aid (read that as Media Hype) on the future of mobile advertising! Chetan Sharma presents Mobile Advertising - A contrarian view posted at Always On Real-Time Access.

One of our regular contributors, Scott Shaffer over at the Pondering Primate went off to an Ironman competition over the weekend so we won't see a post from him - but we sure want to wish him CONGRATULATIONS! for his excellent performance! See his results! A time of 11:27:45! Well done!

Mobile Gaming

krisse presents AAS Feature: Are non-portable games systems doomed? posted at All About Symbian - News.


And finally - in the Weird Science department -- an interesting article from Emily Turettini that several bloggers have written about the impact of mobile phones on bees. An absolute must read to see how humans impact on the environment is more than just about carbon emissions.

That's a wrap! - for this week!

That concludes this edition. Next week Michael Mace over at Mobile Opportunity will be hosting the carnival. Submit your blog article to the next edition of carnival of the mobilists using our carnival submission form or by sending them to us at mobilists@googlemail.com. Don't forget, the deadline is Midnight PST Friday!

Past posts and future hosts can be found on our blog carnival index page.

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