Mobile Digital

How Gen Y is influencing what Baby Boomers buy

2010-05-10T16:58:00.003+10:00

Gen Y are a group of people generally born between 1977-94 so are aged between 16 and 33, the baby Boomers are generally late 40's to late 60s age bracket. Gen Y's are a tech savvy generation with text messaging, Internet, iPods, to keep them socially connected, due to events such as 9-11 & Bali they "live for the moment". GenY is the largest group on Facebook however the over 35 sector is the fastest growing now fast becoming the Baby Boomers.

Interestingly the GenY's are influencing what the Baby Boomers spend there, (in many cases), immense cash reserves on. Example, GenY's influence parents on most tech appliances and gadgets e.g. mobile phones, entertainment equipment, online shopping sites etc. in most cases indirectly. Mobile phones are now handed up in families and not down. GenY's now stay living at home and spend their cash as fast as they earn it they are not interested in saving for a house that they will never own.

Not only are they making most of the FMCG purchasing decisions such as drinks, fast food, entertainment tickets etc. they can also be a major influence on Grandma's next holiday or Grandpa's next flat screen TV. Why because they network with each other and can naturally carry out a research task in minutes online via Blogs, vertical sites, social networks and search engines.

Sure Gen Y's probably will not influence the older generation on what the best wine to have with Scampi on a sunny afternoon maybe, but I am sure they could find out via their mobile phone within a minute. Is it highly possible that this Gen Y generation would work on a commission basis via Social networking? Ummm I wonder.

Ding Dong the Desktop is Dead

2010-05-10T16:56:00.002+10:00

With the arrival of the iPad imminent and the release of the Microsoft Courier tablet and HPs Slate one has to wonder about the desktop environment. Microsoft has enjoyed such a great ride since the late 80s with its closed client/server environment however the time for change is upon us all, and its all portable and personal.

People are on the move. In order to do business these days in any industry you need to "get out there" and communicate. People today want a simple, small yet powerful device that has access to software and data that is stored in the "cloud".

More and more people consume disposable content today that can be discovered, downloaded, installed and run in many cases just once then discarded all usually for free or the cost of a magazine.Desktop Dead

Global mobile browsing users will surpass broadband subscribers any moment now if it hasn't already. Browser based application execution is far more reliable then installed software. The reason is that once a software package is installed on a desktop it looks at the resources available and installs to that metric, the problem is that once another package is installed after that it neglects the other installs. This in time slows the desktop down and can corrupt DLL files and strain memory.

Fast paced networks in most cases wireless and the associated services built on and around them is the future. Even this week Mexican telecoms tycoon Carlos Slim, founder of the America Movil empire, has edged out Microsoft boss Bill Gates as Forbes magazine's richest person in the world.

Mobile killed the Desktop Star

2010-05-10T16:51:00.002+10:00

It is very clear to me and other people that work solely in the Mobile ecosystem that the medium is huge for marketing and social interaction. The two main reasons are its wireless therefore truly mobile and its personnel (my handset, my stuff). It is also clear that the traditional "Digital Agencies" that have spawned over the past decade will not have the right expertise or people to deliver what Brands want.

Head AssJust recently Gartner Research predicted that mobile Web access will surpass traditional PC access by 2013, people have now embraced that fact that they can surf while on the move and access content on a personnel basis. Add to that the fact hat most people are over the Mobile data cost mass hysteria that the carriers imposed a few years back. Who needs a carrier for data anyway WiFi is here and offers another branded marketing opportunity.

Mobile Advertising is set to Grow 45% in 2010 to $3.8B. That explains why Google and Apple are diving head first into mobile advertising and marketing, with Google's AdMob $750M acquisition and the recent announcement that Apple will likely acquire Quattro Wireless for $250M. (It looks like Microsoft / Yahoo might want to scoop up Millennial Media or another mobile ad firm to compete.) The advertising industry as a whole may take a while to recover, but one of the largest growth areas is in mobile.

They say "the proof is in the pudding" so lets' look at some recent results; A recent campaign run by Shedd Aquarium found that SMS beat out Web in Direct-TV Spot. The SMS call to action generated 325% more entries than the Web based call-to-action, making up 52% of the total entries, though it ran in only 25% of the ads. And over at Pernod Ricard their Malibu branded mobile application that was created to support the launch of its new Malibu Island Melon flavor has seen over 2 million downloads (not just iPhone).

Delivering a nice and/or fantastic experience on the 4th Screen (Mobile), is not the same as it is on the 3rd Screen (Desktop), there are around 5,000 handset models, 8 different operating systems, scripting languages, various browsers, delivery platforms and then the carrier networks to negotiate. It is important to point out that Mobile is NOT another medium yet is designed to work across all media in one form or another. Now is the time to develop a Mobile strategy and start to implement it as your clients are about to ask you all about it.

ZapMe: mobile distribution platform for brands and merchants

2010-02-03T07:58:00.001+11:00

ZapMe: mobile distribution platform for brands and merchants

Written by Esme Vos

Topics: Advertising, B2B / Enterprise

ZapMe is a company based in Sydney, Australia that offers a mobile distribution platform for companies. Because people carry so many different mobile devices — iPhone, Blackberry, Palm, Nokia, Android-based smartphones — companies need a simple, easy way to send offers and announcements to customers regardless of their mobile device.

Companies that use ZapMe utilize SMS and mobile applications for their advertising campaigns and manage them through the ZapMe distribution platform. The platform has modules for user management, content management, security and reporting. ZapMe clients get real-time information about the people who receive their ads: age, gender, geographic location, brand preference, type of mobile device, and brand patterns. Recipients of advertising from ZapMe clients can choose from among the brands represented by ZapMe, i.e. tell ZapMe from whom they would like to receive offers.

zapme screenshot.jpg
Q&A with Cameron Wall, founder of ZapMe

When did you launch ZapMe?

January 2007.

What inspired you to start ZapMe?

I wanted to solve the following problem: how does a brand and/or information service use traditional media (newspaper, magazine, TV, Outdoor, radio etc.) to engage people via the mobile channel? There are so many different handsets, platforms, operating systems, versions of firmware etc. when it comes to mobile devices that it’s difficult to make the user experience enjoyable. Moreover, it costs companies too much time and money managing their ad campaigns across a variety of mobile devices. ZapMe is a platform that can distribute content to any device at anytime on the fly, usually via simple SMS which is a standard communication method available on all handsets globally.

Where do you see ZapMe in a year?

Most powerful platform in the mobile marketing industry.

www.zapme.com.au

What the new Apple iSlate should look like

2010-01-12T15:39:00.000+11:00

After talking to certain people and reading and hearing rumors from CES in Vegas last week we believe we have a spec similar to what you can expect from Apple with the new iSlate tablet PC. Think of it as a large iPhone that will be able to join together like tiles to create a huge screen tablet!

Other features that could be unveiled may be the iSlate being ultra thin and will house not only an iPhone/Pod docking port yet very cool sound speakers for open sound (run you own personal mixing decks!). Following is a run down of what we might see unveiled around Australia Day;

Rotation Technology

10" Touch Screen (anti scratch)

4Gb RAM

500GB Storage

Built-in 802.11n & 802.16, HSDPA & WiMAX, also possible LTE capability

Bluetooth 2.0

iPhone docking port

Touch screen keyboard

Optional or may ship with Bluetooth keyboard and mouse

How much I hear you say? Put aside around $1,500AUD for the entry level piece of iSlate. Of course Microsoft and HP etc. will all release tablet type PC's this quarter it will come down to user experience (UX) that will eventually win the battle. The UX will mean consumable bite size Apps. And widgets that are FREE for entry level, IP access anywhere on the globe and of course a robust operating system and browser. Also expect a big and sudden shift to Software as a Service (SaaS), and Platform as a Service (PaaS) later this year. Google will unveil "Gdrive" which will allow people to park data in the cloud and access it from any device anywhere.

Branded Mobile Applications

2009-10-08T18:19:00.001+11:00

Check out this SlideShare Presentation:

Branded Mobile Applications

View more documents from razorfishee.

The NBN Fiasco explained

2009-03-27T13:39:00.000+11:00

There has been lots of hype over the past six months around the National Broadband Network (NBN), and Telstra in particular. To recap the scenario looks like thisthe government has pledged $4.7Billion toward the NBN project in response to the Australian public and business community need for faster broadband access. The faster access is perceived to encourage productivity by opening up much faster and richer online services etc. Although the government has pledged $4.7B it needs to be matched by an ICT player in order to deliver the project.

The NBN project was being contested between Telstra, TERRiA (Optus lead consortium with iiNet, Internode, Macquarie Telecom, & Primus Telecom), open access network player Axia Netmedia from Canada and let's not forget TransACT and Tasmanian government and Acacia looking after their territories. Late last year Telstra dropped a bombshell by not submitting a proposal by the deadline and instead offered a counter-proposal that is non-compliant with the RFP's 98% coverage objective. That move by Telstra was to prove catastrophic for the company and its shareholders so much so that their CEO Sol Trujillo finally said "woops" and resigned and is heading home.

So who will win the bid? I would assume that this is what will play out and remember this is my opinion. The Optus led TERRiA bid will win the bid however Telstra will be involved however will not lead the project, (thank God). Most of the fast broadband will be delivered via wireless access using 3G and WiMAX or LTE or both. The reason Telstra will be involved as the wireless access data will need to be backhauled once handed off, so the existing Fibre will have its place. The "last mile" will be wireless it has to be as wireless is the future, its inexpensive to deploy and can be rolled out quickly. The CBD and metro. areas can enjoy the choice offered however anyone anywhere in this vast land can reap the benefits of a fast online world.

4G (WiMAX, LTE etc.) will deliver speeds of 100Mb p/Sec and handle voice, video and data 3G (HSDPA etc) will deliver speeds up to 40Mb this year also. Telstra will then be broken into four groups wholesale, wireless (mobile), Fixed Line & Media and all of Australia can start enjoying lower tariffs' as a result of fairer competition and level playing field.

The NBN announcement by Kevin Rudd is expected in April 2009.

What about Mobile...is that an option?

2009-03-27T13:37:00.000+11:00

There is something in the air as we roll toward autumn in cold economic times. Australia's advertising market and economy is strong yet small in global terms and that has seemed to of dragged us into a recession. It's been a shame as there have been some great success stories from small to medium businesses over the past few years in the digital space.

Brands are in a dilemma as they decide between spending on marketing to differentiate themselves to gain a larger piece of a smaller pie or do they cut marcomms. budgets and ride out the storm. This decision back in the 80's might have been much easier as we didn't have the digital medium or mobile. If the brand execs. are smart in the Australian economy they will shift spending to digital and mobile marketing.

Unlike the traditional "scatter-gun" push with TV, Radio & Outdoor, Digital is now mainstream and somewhat measurable, mobile is the same however has the unique advantage of being personnel. The ROI on digital/mobile is immediate, and fully accountable something that ad agencies have struggled with over the past year and perhaps the reason mobile has not exploded onto the scene.

The Australian mobile industry landscape snapshot looks very good in Australia with 3G penetration to the handset nearing 50%, carrier data plans falling (although no on is aware), and people now wanting to go exploring off-the-deck. With a population similar to southern California yet with a boundary the size of the whole USA mainland it truly is a market to watch by all carriers and marketers alike.

Never before has a new marketing medium been segregated so much, the behaviour of the "Tween" market (14-26) being completely different then the 50+ on the handset compared to say TV. The mobile phone has created the largest generation gap since the birth of Rock & Roll.

Some Stats:

- There are more mobile phones in Australia then total population

- Over 50% of respondents had purchased and/or subscribed to information services in 2008.*

- 33% of respondents said that they had created content on their mobile phones to share with others (UGC).*

- True Tone & games grew by over 170%*

- Teenagers free rate pre-paid credit over free music downloads

*Source: AIMIA | The Australian Mobile Phone Lifestyle Index | August 2008

( http://www.aimia.com.au/i-cms?page=1491 )

Some predictions:

- Mobile content will surpass Fixed Line Web this year.

- Mobile client Apps. will be huge and most brands will have one by 2011

- Children below the age of 9 today, when they reach teenage years will wonder why people used fixed line Internet

- Gen-Y don't save there money they spend it albeit in small denominations...watching their parents and grandparents loose there Retirement funds recently has cemented that strategy even more

- Always on/connected Internet enabled phones will make cloud computing massive in 2010 for the mobile handset

- People will depend on the mobile device as first point of communication and other media as second if at all, strangely print media will survive as it has become a personal space medium like mobile

- Content will remain King and will reign till the end!

Here come the "Advertelcos"

2009-03-27T13:36:00.000+11:00

Over the past few years we have witnessed the arrival of more protocols, standards, new technology and media than over the ten years proceeding. Before that the general public used to enjoy Information Technology in front of their green screens and client server Windows screens at work and then read press and watch TV at home.

Back when digital was still just zeros and ones it was handled by the “propeller heads” in IT and people were obstructed from the workings that went on behind the scenes. Now look at us, we have devices that are as big as your wallet that have more information in them and power then the IBM/Honeywell system that ran Qantas in the 70’s.

As technology advances and people embrace it there opens up tremendous opportunities for advertisers that have been witnessed over the past couple of years with a shift in spending to new media. The two big contenders in the space are Internet and mobile where instead of media giants owning the medium its telecommunication carriers.

All new media opportunities should be considered as “through-the-line” and not treated as a separate spend. New media works across all mediums and therefore it is important that Ad agencies truly understand the technology capability that needs to integrate with both above and below-the-line mediums.

With the already operating media arm of Sensis, MediaSmart and Telstra’s new media play with the Justin Milne led Media division it certainly looks like they are looking for new revenue channels as the price of traditional carriage heads south and moves to either an “all-you-can-eat” or “capped & shaped” service. “Protect the deck” at all costs I can still hear the carriers say!

As traditional agencies and digital houses start melding technological prowess with creative intuition they will need tech skills and if there is already a shortage of skilled people in new media where are the people going to come from? Are the Telco’s going to start poaching Ad people or are agencies going to attract tech people? Nick Law, Chief Creative Officer at R/GA in New York flagged this dilemma last November at the Digital Marketing & Media Summit held in Melbourne, it will be interesting to watch unfold.

Mobile feature oblivion and usability

2009-03-27T13:31:00.000+11:00

So many handsets, only so many call/data plans what does one do? If you’re aged between 12 and 20 you look to your left and then the right and go with the flow, or do you? Most Gen Y girls today are opting for the "HipTop" handset over iPhone because that's what responds the best to UGC (user generated content) sites simply and looks nice with diamantes decorated around the screen offering the uniqueness factor.

It really doesn’t matter what demographic your in, most people will ignore, not understand or forget about a really cool feature that they saw on their new mobile handset in the shop. These features are carefully thought out and planned, costing hundreds of thousands of dollars in research to bring to the market, sure they are probably from Korea using US study data however we should like and use them, correct?

Perhaps not, as most mobile handsets are ‘handed up’ in families, with the youth of today needing a new handset that mum or dad’s handset can’t compete with. There probably lies the Holy Grail in handset usability education, how scary! Voice is the killer application for copper and email for Internet and now Voice again wins on the mobile however SMS is up there with it. SMS is considered ‘data’ by most carriers and at the end of the day is an application where most applications today on the mobile will use GPRS or 3G, true data carriage.

In reality there are absolutely fantastic handset features that in many cases have been there for years that can literally run your life, and guess what they were born years before the iPhone arrived. Take for example SyncML which is the common language for synchronizing all devices and applications over any network. The reason most people freak-out when they loose their handset is not because of the cost of the hardware, it is the value of the content that was held in it, maybe “content IS king” after all. If people knew that with two clicks on most handsets all that data can be backed up within probably 10 seconds for free, securely online (Web) the world would be a different place.

What about when you sit down next to your work or home PC terminal and it syncs any notes, appointments, to-do’s with your Outlook/Notes you may have entered in you handset in the cab or while you were at lunch. This is all possible and has been for a while, even things like controlling a PowerPoint presentation on a big screen remotely from you phone has been available for over a year.

The point is that there are many features that handsets possess that people are oblivious to, and this is a key factor in driving mobile digital into the next decade. Many features and applications are out there and in many cases can be sent to your handset from the Web. The Internet is now open on the 4th screen, start enjoying it, although you may want to purchase that second battery.

The Power of the 4th Screen

2009-03-27T13:29:00.000+11:00

Finally the 4th screen is in the hand of almost every Australian over the age of 12 years. It is a screen that is viewed by more people then cinema, TV and the Internet put together each day - and it’s very personal.

In a recent US survey 63% of people said they would give up their wallet before their mobile phone if mugged. The mobile phone is the fastest growing tech device known to man with 6 million new services coming ‘on-air’ each month in India alone.

If an advertising agent had of said to one of their client brands several years ago that they were going to build a device that each consumer would carry with them, was always switched on, could communicate two-way and measure what products they liked, they would have been laughed out of the meeting.

The Australian mobile ecosystem is one of the most advanced in the world with 3G penetration reaching near 50% of subscribers compared to the US market where they are just opening 3G networks and China which is planning them. Therefore mobile advertising in Australia is very advanced in contrast to the world market due to market size, high GDP, advanced networks and marketing players, and of course an innovative subscriber market.

It took the traditional Internet 10 years to get where mobile Internet went in two years but the mobile industry is suffering from the same mistakes. Many carriers are operating a closed walled garden approach, similar to AOL in the mid 90’s when the web was a closed portal environment.

Carriers are, as were publishers in the 90’s, worried about losing revenue per user on traditional voice and messaging, which is saturated in the current market. How does a carrier reap revenue from an open Internet environment on the 4th screen? Most carriers in Australia do not still advertise their mobile Internet rates to the public, 1Mb of data on the 4th screen is about .5c today.

There are two main mobile advertising delivery methods in play today, ‘push’ and ‘pull’. Push is likened to the way most Email marketing is carried out where content is pushed out to a list of mobile numbers in a sometime scattergun approach, where pull is where the handset subscriber reacts to a call-to-action. Push requires the user to be opted-in and should be able to opt-out at anytime.

There are many mobile technologies in the market today such as SMS, MMS, Bluetooth, Mobile Internet, Content Beaming, WiFi etc. It is very important that brands and advertising agencies understand the technology and the carrier business models before trying to integrate their creative around them.

Mobile Advertising Guidelines have been carefully put together by industry bodies both locally and overseas and should always be consulted.

The largest demographic for mobile advertising is the ‘Tween’ market (12-29 year olds). They are mainly Gen Y and have been bought up with technology and know how to use it, interrogate it and break it. The Tween’s have quite a high disposable income due to living at home and typically early adopters of new technology.

Software is already in use that allows phone users to take a photo of a logo to get an instant discount. Pizza Hut and a range of premier brands in Asia are enjoying this level of interaction with their target markets.
The 4th screen is being taken very seriously by advertisers and content owners worldwide, with over 3 billion mobile phone users compared with 1.4 billion television, 350 million fixed broadband and 137,000 cinemas.
It is important to point out that mobile advertising at this point in time should not be seen as a new media on its own. Mobile can work with all traditional media and mobile should be an overlay not separate spend.

Mobile advertising is here and is about to explode. It will be seen as non-intrusive by most as it has the power to be both personal and relevant. And for advertisers eager for targeted channels that can also deliver response data, this is gold.

Opinion offered by Cameron Wall is the director of a number of mobile media companies. He has spent 20 years in ICT and established Australia’s first Internet café.