To help people keep up with the relentless pace of change in mobile addictive are starting a short, quick fix of mobile news that they think is significant. If you're in the mobile business it will probably seem a little Janet & John, but we think it might be useful for people at agencies and brands who aren't fully focused on the sector.
We'll do this on a regular basis, so if you or anyone you know would like to receive a copy drop a line to simon (at) addictivemobile (dot) com.
And we'll post it on here too.
addictive - Mobile Fix – January 21
Mobile search just got smarter
In the US Google search will now give search suggestions based on your location
Google bought Admob and Apple bought mobile ad network Quattro. Mobile adserving company Amobee recently acquired media exchange Ring Ring, and now the mobile browser firm Opera is set to purchase adserving company Admarvel
iphone puts the ‘i’ in ‘wide distribution’ iphones are now sold in the UK by Orange, Vodafone and Tesco as well as by their original supplier O2 – and it’s rumoured that both Virgin and TMobile are supplying iphones to their top customers who threaten to leave. Vodafone claim to have shipped 50,000 iphones on the first day. In France the switch from an exclusive supplier to wider distribution led to a 100% increase in iphone market share. Will we see the same in the UK?
Map it out... Maps on mobiles are big business – with Google being the key player. But Nokia spent $8 billion acquiring Navteq and now releasing Ovi maps – and navigation - free to anyone with a Nokia phone. Obviously they see a revenue stream in location specific advertising; we can expect maps to become a sub set of the search business with local retailers like coffee shops paying to be found by people in their neighbourhood.
Mob shopping - retail goes mobile We’re seeing more and more high street brands adopting mobile strategies. Teen favourite Abercrombie & Fitch are the latest with an app and a mobile site. Site content features the latest collections, and a storefinder. We’re hoping their strategy extends to mobile search advertising – we see that as a major play for both retailers and brands to drive local footfall to shops and stockists.
Mobile banking set to overtake online by 2015 With an influx of newly released banking iphone apps we’re starting to see the promise of mobile money. Although emerging markets already have established money transfer service. A survey sponsored by Visa suggests rapid growth.
We're great fans of curating content, and so we've put together this playlist of soulful christmas songs from YouTube.
It's an alternative to the rubbish played in every shop at the moment. Because it's a selection of what is already on YouTube we can't edit the graphics - so it's one to listen to rather than watch.
It's about an hour long and we find it's best enjoyed with a large glass of NZ Pinot Noir.
Having spent 3 years at Mindshare/WPP either in meetings, on
conference calls or on planes, I reckoned people needed some way to
ease the pain of this way of life. Red wine works really well on planes
but oddly enough is frowned on in meetings (although it has helped me
through a few conference calls).
So this app lets you play buzzword bingo when the powerpoint bores
get going. It gives you a word of the day to slip into the presentation
or the chat with the boss - and you can share your success story with
your friends on Facebook and Twitter.
You can find out just how much money is being wasted in a meeting
with our calculator - estimate the average hourly rate of the people in
the meeting or on the call, key in how many people are taking part and
the calculator shows you second by second how much is being wasted. You
can share the excess stories on Facebook and Twitter - we expect our
friends at Goldmans and Credit Suisse etc to get quite competitive over
And when you think you really can't take a meeting, set up a
lifesaver fake call - just programme the app with the time you want to
be called and choose who you want to the call to be from - and hey
presto - your phone rings and you have the perfect reason to escape.
You can get it here - just
59p/99c as an opening offer. And for all you corporate types with the
Blackberry - don't worry help is on its way - the BB app will be
available early in the New Year. And an Android version is planned too.
And as a further incentive - we offer a money back guarantee. If you
have the app on your phone the next time we meet, I'll buy the tea/
beer - so you can't lose.
Please let us know what you think - we're interested in thoughts as
to what we add on the next version ( we already plan to add a way to
play buzzword bingo with the others in the meeting) - and please write
a review on the app store.
addictive! - my new company is now officially open for business.
As many of you will know, I left Mindshare in the summer to investigate opportunities in mobile. I've had a fascinating time, meeting lots of very smart people in the space (some old friends and many new friends) and I'm absolutely convinced that mobile is going to transform our business. If you have any doubts at all over the impact mobile is having, take 5 minutes to watch this Morgan Stanley video; http://www.addictivemobile.com/blog/2009/11/19/mary-meeker-video-its-all-about-mobile.html
What I also realised is that, with some honourable exceptions, the space is not that well served by professional services companies. Brands just don't believe that their agencies - creative or media - get this space. And amongst those who do take it seriously there is too much emphasis on technology and not enough on consumer insight and creative thinking.
So I have decided to start an agency in this space. I've teamed up with my friends at Agenda21 - some of the smartest digital media people in the business - and we are launching addictive! - a full service mobile agency.
The team will offer everything needed to develop effective marketing campaigns that have mobile at their heart - strategy, creative, development and media. Clients can use all the services or just the ones they need at the time.
Whilst we specialise in mobile, we'll be working in areas like Facebook too, as we see the worlds of mobile and social as very close. And, just as we pioneered at DLKW Dialogue and Big Picture, we'll be working in an open source way; collaborating and partnering with our clients, technology providers, content producers, media owners and other agencies to produce big addictive ideas that define how mobile can be used to build business.
And of course if you, or anyone you know, need help determining how best you can use mobile to build your business do get in touch. I'll buy the cup of tea.
And if you still need convincing that moibile is the right place to be, listen to what smarter people than me have to say;
WPP CEO Martin Sorrell: The biggest disappointment is that mobile advertising has not moved successfully as quickly as we'd like to see it. It's enormously attractive to clients. I
Publicis CEO Maurice Levy Perhaps surprisingly his view is that the prime digital medium will not be the internet as many predict, but the mobile phone. "In a couple of years, most of the information you share, most of the advertising you read, most of the messages you send, most of the music you listen to will transit through your cell phone," he states confidently.
NB - I'll be cross posting mobile stuff here and at addictive. Big Picture will also continue to look at non mobile stuff
Enough people have smartphones ( and everyone else wants one) , the distribution through the burgeoning app stores now makes getting content and services out there easy and the built in business model offers great opportunity.
Now all that is needed is talent who can develop addictive content and services for this platform. Talent who can connect the mobile world with facebook and socialise this content and services. And talent who can find the right way for business to take advantage of this new opportunity; reducing costs, minimising churn, maximising profit and building a rich dialogue with their most valuable customers.