Mobile Experience

Let the Consumer Drive!

When an article gets Page One treatment in The Wall Street Journal, it’s a big deal.  So I read with interest the story titled “Cellphone Start-Ups Struggle As Media Services Fail to Catch On” (June 20) which talks about the failure to date of the wireless start-up businesses of two marquis content producers.

What really got my attention was the mention of “wireless gold rush.” 

Our most recent “gold rush” experience occurred during the dotcom/dotbomb days, which wasn’t too long ago.  But I guess history unremembered is truly destined to repeat itself.

If there was one lesson that certainly should have been drilled home, its that the focus must be on serving the consumer in some value-adding way.

Not this “Field of Dreams” idea that if you build it they will come.  Leave that for the movies.

PTI Takes on New Meaning

I always thought that ESPN was kind of clever naming one of their weekday afternoon shows, “Pardon the Interruption.”   To me, that was sort of inviting. 

Like they actually were acknowledging that I really wanted to tune into SportsCenter but perhaps this program would be of interest.

Which brings me to “TI” of cellphones. Doubt you’ll find advertisers saying “Pardon the Intrusion.”  But you will find plenty of savvy consumers disposing of the intrusion without delay.

Here I go—back up on my soap box to tell you that to win the hearts, minds and eyeballs of the mobile consumer, you have to focus on what they are doing, not viewing.

Ay, Matey! There's Gold in Them Ther Phones

When I hear the phrase “marketing campaign,” what comes to mind is something with a limited run.  Kind of like those promotions they do at McDonalds or Burger King.

The cell phone is now the target of “mobile marketing campaigns.”

Here's an article that’s got me all fired up.

In “Mobile Marketing Uncovered:  Upwardly Mobile”, Deborah Bonello begins to lift the veil of mystery surrounding mobile marketing.  The scenarios that open the article point to the rich value-added service opportunities for the consumer on the run. 

As Bonello highlights, technologies are emerging to facilitate the ability of advertisers and brands to participate in the impulse buy of the mobile moment.