#FF at MobileGroove amplifies the voices you need to hear, and profiles Derek Johnson, CEO of SMS marketing company Tatango and -- more importantly -- a brave (sometime edgy) voice in the mobile marketing space. This week Tatango published a controversial infographic that shows the real impact of spam on users in the U.S. (and the size of the lawsuits for leading companies that blatantly disregard best practices).
Editor's note: From mobile professionals and practitioners to outstanding and passionate individuals doing their part to improve mobile communication, connectivity and collaboration the world over, this new feature introduces you to new people and new viewpoints that merit our attention (and a 'follow' on Twitter). In the next weeks we'll profile Chetan Sharma, David Berkowitz, Judy Breck, Nora Goodman and Ajit Jaokar - to name a few. If you would like to be considered for this series (or suggest someone you admire), then reach out to me directly (@peggyanne).
The monthly Carnival of the Mobilists (COM) sets up camp at MobileGroove with an entertaining and eclectic mix of themes and topics that speak volumes about recent developments in mobile. From a curated list of Mobile Web influencers to an examination of the pros and cons of mobile apps, it's all there - so let's dive in!
Tomi Ahonen is in rare form this month with a deliciously disruptive post dripping with sarcasm. It would be a great laugh if it was only fiction. But this quiz, which tests our ability to run Nokia intothe ground (as it appears Microsoft and Stephen Elop are doing as we speak), is based on keen observations from a long-time Nokia watcher (and former employee).
Since launching its permission-based marketing service with Indian mobile operator Aircel in November 2010, mobile messaging media company Blyk reports over one million opted-in users. But the milestone doesn't only confirm the attraction of a model that delivers advertising to people with their permission and in tune with their preferences. Blyk country manager Shubhodip (Shubho) Pal reveals the company has also tested (and proven) brand new approaches to raise awareness and acceptance of Aircel's service among Indian youth.
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Aircel gets high marks for understanding and responding to the requirements of its user base. With some 54 million customers -- 34 percent of them in the 16-29 age bracket -- a permission-based, youth-centric service focused on delivering relevant advertising about trendy brands makes business sense.
Africa stands out as an exciting market for mobile marketing - provided brands learn to speak frankly (and often) to people about the products and services they offer. To achieve this agencies must develop more than effective mobile marketing campaigns; they must architect ongoing conversations aimed at reinforcing brand value and delivering people a simple and accessible brand experience. Jonathan McKay, Creative Director at Praekelt, a company that develops mobile solutions for developing markets, discusses the massive marketing opportunity in Africa and reveals (based on his first-hand experience with brands) the approaches that fly -- and fail.
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With over one billion people and a voracious appetite for mobile content and information of all kinds, Africa is more than a market poised for explosive growth in mobile marketing and communications. It is also a sandbox for innovation and approaches that get amazing mileage out of ordinary feature phones and simple text messaging.
Faced with a dramatic and continuous double-digit decline in the ‘average revenue per user’ (ARPU) mobile operators have to learn how to sell more services to more customers better. But don't think that broadcasting offers to an even broader subscriber base will do the trick. Alex Vratskides argues that operators will have to embrace other mobile marketing approaches to make a convincing (and personalized)pitch.
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A recent report from Wireless Intelligence reveals that ARPU across the 27 European Union countries has dropped by a staggering 20 percent over the last three years -- and the decline continues. While prices for voice calls continue to fall, consumer demand for data usage—most notably video—is on the rise. But it's hardly a reason for mobile operators to break out the champagne, since delivering data and video requires them to make significant investments in their network capabilities.
The advance of smartphones, the avalanche of apps and the heightened interest in mobile video, mobile barcodes and Augmented Reality are combining to take mobile marketing strategies and creatives to the next level. But are marketers and mobile operators getting ahead of themselves? Caroline Doussot argues there is plenty of mileage (and money) left in simple text messaging -- particularly when companies ask our permission (and preferences) first.
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While our mobile devices and smartphones may be chock-full of features and functionality and our screen displays may be crowded with a wide variety of mobile applications, consumers still depend on text messaging to connect with the world around them. Whether chatting with friends and members of their social networks, or receiving alerts from banks and favorite brands, text is people's primary communications tool.
What is the state of mobile retail readiness in Europe? How are Europe's biggest retail brands extending their brand experience through mobile? What approaches are retailers taking to engage influence consumers throughout the purchase funnel (awareness, engagement, consideration, conversion and loyalty)?
Get the inside track by joining MobileGroove and Acquity Group executives this Wednesday (June 22) for Global Insight: European Retail Goes Mobile. The 30-minute online webinar (12-12:30 CST or click here to see the time in your region) will deep dive into the trends and mobile intelligence gleaned from Acquity's first-ever European Mobile Audit of the top 300 European retail brands.
The power of permission marketing is inextricably linked with its respect for personal preference and privacy. However, permission marketing is more than just another advertising approach. Thomas Husson, Principal Analyst at Forrester Research, explains why opt-in is a must and explores how mobile operators and advertisers can wring more value out of this inventory.
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Is there a need for permission-based mobile marketing models? Forrester Research thinks so. Its recent Q3 2010 European Technographics Media, Marketing and Social Computing Online Study found that 23 percent of respondents have received a text message that they did not want from a business. Read between the lines, and there is a very real need for approaches that ask people’s permission first, rather than just deliver intrusive spam.
Mobile is not just about adapting PC content to smaller screens. Using mobile to drive positive results for brands and advertisers requires marketers to grasp a wide range of concepts, ranging from campaign types and formats, to consumer best practices and privacy, to mobile measurement and metrics.
Put another way, mobile marketing requires us to master a laundry list of fundamental skills. But even if we have the necessary knowledge and hands-on industry experience, we also need a way to communicate our abilities in a way that brands, agencies and other commercial organizations can understand and appreciate.
The willingness of people to interact with brands on their mobile phones (and their growing reliance on mobile devices for shopping advice and assistance on the move) has jumpstarted a new phase in mobile marketing growth driven by retail brands and advertisers. From...
Market factors including ongoing and exponential growth in mobile penetration (771 million mobile phone users as of January 2011), the advance of faster 3G services, and a marked increase in the number of brands harnessing mobile media to connect with consumers have combined to make India the epicenter of mobile marketing activity and growth in the Asia Pacific region.
How can brands and agencies prepare to take advantage of opportunities in this rapid growth market? What will move the dial on mobile marketing spend and activity? We catch up with Krishna Prasad, who heads up the digital
The impact of social media on Egypt has done more than pave the way for political and personal freedom, leading to the ouster of President Hosni Mubarak after 30 years in power. It has also opened the door to mobile marketing approaches that -- like social media -- involve people in the conversation.
This shift is confirmed by news today that Mobinil – Egypt’s leading operator – counts well over one million subscribers opted in to its Mobinil Ads service. The service, which leverages Alcatel-Lucent's Optism mobile marketing solution, harnesses permission marketing to deliver users relevant advertising from their favorite brands and aligned with their preferences and interests.
From car makers to telecom companies, a strategy that reduces complexity and encourages a robust business ecosystem pays dividends. Hani Ramzi tells why keeping it simple (KISS) is a must-have mindset that can help key stakeholders in the mobile marketing value chain focus on (and achieve) real growth opportunities.
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Show me a world-leading company, and I'll show you a management that understands the value of simplicity and the danger of complexity. Indeed, too much complexity can drag companies down a slippery slope that eliminates gains, interferes with efficiency and ultimately destroys competitive advantage. However, understanding that less is more (keeping it simple) generates profits, growth and tremendous customer satisfaction.
What is the role of Tigo Ads, the opt-in marketing service offered by Ghana mobile operator Tigo, in the carrier's ongoing strategy to differentiate its products and deliver consumers advertising they will likely appreciate? We catch up with Rosy Fynn, Consumer Manager Tigo Ghana, for the inside track on the requirement for permission marketing and people's demand for relevant advertising.
The must-read industry report Mobile Africa 2011: Regional Hubs of Excellence and Innovation (researched and written by my esteemed colleague Madanmohan Rao) estimates the number of mobile phone subscribers in Africa has doubled in the last three years, reaching a whopping 500 million up from only 246 million in 2008. The four biggest mobile phone markets in Africa are Nigeria, South Africa, Kenya and Ghana.
#FF at MobileGroove amplifies the voices you need to hear, and profiles Derek Johnson, CEO of SMS marketing company Tatango and -- more importantly -- a brave (sometime edgy) voice in the mobile marketing space. This week Tatango published a controversial infographic that shows the real impact of spam on users in the U.S. (and the size of the lawsuits for leading companies that blatantly disregard best practices).
