dead URL – http://www.startadcenter.com/lcoff
Thought for the Day
Imagination is more important than knowledge, for knowledge is limited while imagination embraces the entire world.
– Albert Einstein
Mobile Business Expo – Unified Communications / Future of the Phone
The following s a combination of two sessions that were both interesting and had considerable overlap – Developing a Successful Unified Communications with Mobile Technology & The Future of the Phone.
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Developing a Successful Unified Communications with Mobile Technology
Moderator – Eric Krapf – Business Communications Review
Chris Kardish, Principal, Nemertes Research, Inc.
Marty Parker, Communication Perspective
Brian Riggs, Current Analysis
Communications integrated to optimize business processes. – Parker
Example: Sales as teams instead of many individuals. Increases customer loyalty and speed. How do I standardize it within my enterprise? Biggest problem. Also, standardize this platform. Why isn’t mobile device acquisition standardized? This is the tough nut to crack.
Integration real time and non-real time applications available in one locations. – Riggs
Unified communication is not a product, it’s a solution to a problem.
Extremely interesting session. I would have liked to have provided more detail but there was intense crosstalk with a considerable amount of acronyms.
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The Future of the Phone
Marty Parker – Principal Consultant, Communication Perspectives
Bill Hughes – Principal Analyst, In-Stat
Bill – Will have an identified operating system. Wireless phones are still considered a yuppie toy.
Marty – Voice and a data device. We didn’t have to destroy railroads to build airports. (writes a blog on voiploop.com) Friend went to China used only Blackberry. The person doesn’t have a desk anymore. The main number goes only to the secretary.
Marty – Trends to watch, PBX now realizes it’s a software world. Reduce dependence on hardware.
Bill – There is a difference in companies, some micro-manage the bill, others see it as a fountain pen. “We are going to save money no matter what it costs.”
How is mobility going to affect my cost structure?
Marty – budgets drive behavior in corporations.
Bill – I will pay $40 for mobile car charger, but not one cent more for a longer life battery. It makes no sense.
Marty – At IBM, it’s becoming protocol to IM before calling someone. The GPS phone could become your phone and mail code identifier of the future.
This is very complex topic involving significant leadership focus from the enterprise to drive the complex types of changes that were being discussed. It’s surprising that more people aren’t listening to what they are preaching, they should be.
tag: mobilebusinessexpo2006
Jennifer Slegg Interviews Yahoo! SVP Steve Mitgang
Jennifer doesn’t put up daily interviews, but when she does, they are interviews that make you take notice.
The interview of Yahoo! SVP Steve Mitgang focuses on the release of Panama. New metrics like assists and number of interesting and many other new items are discussed. The interview lasts about 60 minutes.
Good job Jen!!!
Forrester Consumer Conference – Mobile Marketing’s Play In The Channel Strategy
Charles S. Golvin, Principal Analyst, Forrester Research
Where do you fit in? Discussed Crest toothpaste mobile campaign example
What tools are available, what is the reach, what are the learnings?
Tools available today:
– Messaging
– Voting
– Promotions
– Search
– Mobile Browser
– Banners
– Interstitial
– Search-based
– Applications and content
– Free / discounted services
New mechanisms are emerging
– Physical proximity
– Coupons and loyalty (Cellfire)
– Using location (opt-in) to improve targeting
Where does mobile fit?
Eyeballs>>Awareness>>Consideration>>Preference>>Personal>>Loyalty
What is the reach of these tools?
1 in 4 receive text messages regularly
Youth see their mobile phone differently
Think Europe is so far ahead? Think again…
– Internet penetration is higher in USA than Europe
What does the data mean?
– Mobile campaigns need to target data adopters
It’s still early
– Most US consumers still use voice
– Mobile formats are small and generally difficult to use
– Ad Standards need to be developed
– Mobile is a unique channel
Compared with the fixed Web, consumers’ mobile experiences are:
– Abbreviated
– Transactional
– More tied to the physical world
– Successful campaigns embrace these differences
Best practices
– Target mobile early adopters
– Immediacy factor
– Tailor content to mobile screen and user’s process
– Use promotions to boost response rate
– Employ creative or ad formats that match product or service
– Time campaigns for maximum business ROI
– Tie mobile to offline marketing
Tomorrow’s mobile marketing next practices
– Integrated marketing campaigns
– Performance-based metrics
– Smart use of innovative functionality
– Location sensitivity
Forrester Consumer Conference – Tuning Into Mobile TV
Charles Glovin gave the presentation
TV be gone!
Mobile video takes many forms.
What is the timetable for success?
Key elements for success…
Person to Person Application to Person
Not Real Time Video Messaging Video Downloads
Video Streaming
Real Time Video Phone Broadcast TV
P2P video streaming Live Video Streaming
– SeeMeTV
– I-report on CNN
– MobiTV >= 32 channels well known brands – currently repurposed cable content
– GoTV >10 channels
High speed cellular networks are expanding adoption during 2007 to 2008
Broadcast is more efficient than streaming
And new networks are under construction
– True broadcast video, optimized for mobile devices
– Launching in early 2007 in limited markets
– Around 25 video channels, plus audio programming
– These new network operators will be wholesalers to the mobile carriers
– All interactivity will come from the cellular network
– Excess capacity can be used for datacasting and personalization
New mobile services are slow to catch on.
– Price, battery life, size and style are decision points
– Service has to be widely available.
– Consumers have to understand the proposition
Mobile TV has some additional hurdles
– Content with broad appeal
– TV needs to look like TV
TV is just one piece
– TV on mobile will always be inferior
– Differentiation lies in its interactive capabilities and in location
– Enables conversations
Mobile TV’s success is several years away
Success in Web 2.0 – Notes from Paypal cofounder Max Levchin and YouTube cofounder Jawed Karim
I didn’t go, but my good friend Jonathan Andrew Wolter went to the ACM Relfections Projections conference and provides a great post on some of the key speeches at the conference. Enjoy!