Rory Sutherland Tells Mobile Marketers: Focus On Value Exchange & Consumer Experience

mobile mindsetRory Sutherland, Vice Chairman of Ogilvy Group and self-proclaimed "fan" of text messaging -- advises marketers to focus on what matters most: getting the value exchange right.

There are no easy answers, but there are some questions that will help produce them. Ask yourself: "Would this [marketing/approach] annoy me?". That's a good start. "There are just basic rules of etiquette. You use different media judiciously and the ability to do that intelligently is one mark of a mature and intelligent service brand."

New Research Underlines Pivotal Importance Of Mobile Payments, Personalization

mobile payment opportunitiesHow do mobile operators across the Asia Pacific region view increasing competition from banks, credit card companies and mobile payments middlemen? What is driving mobile operators to mobile marketing and advertising strategies? Why is personalization a primary focus across mobile operator app stores and storefronts?

These are just a few of the questions examined in the new report Fighting Smart: Using Value-Added Services To Create Lasting Customer Loyalty. The report -- written by MobileGroove and commissioned by Amdocs Interactive -- is based on a survey of 120 telecom executives at major mobile operators across Asia Pacific conducted by market research firm Coleman Parkes.