I have been pondering over ever increasing hue and cry about mobile marketing, for a while.
I have been going around to people from US to Europe to India to Australia etc. etc. etc. asking about their views on top 10 points to consider in Mobile Marketing area. Received numerous responses.
To give out the results of this survey, I am putting my views and the results together in a white paper on the same…which will be out soon…
If any of you would like to get the same…please get in touch with us and we will send it promptly. Till then…keep reading and sharing your views/ comments…
VS
June 26, 2008
The new 3G iPhone is creating substantial buzz. Check out Om Malik’s interview with Ralph de la Vega, CEO of AT&T Mobility.
http://gigaom.com/2008/06/09/att-mobility-ceo-new-3g-iphone-game-changer/
One of the concerns is that increase in mobile data usage for social networking, LBS or streaming video apps is going to cause a lot of network congestion on AT&T wireless network. Mr de la Vega is confident that AT&T network can handle it. For more power users of mobile data, the hope is that they are smart enough to use WiFi connection on the iPhone to download large data files instead of congesting the wireless network. A future filled with FMC devices like Femtocells only makes sense here. Femtocells will allow bandwidth hogging home wireless to pass on broadband wireline connections allowing the wireless network to remain somewhat available.
AT&T is taking some hits on its earnings estimates due to the lowered iPhone price and Apple is taking a hit as well as AT&T will no longer share the subscription revenue. But overall sales volume is expected to increase dramatically with the lower price and that is expected to more than compensate for the lower price on the device.
The new iPhone is loaded with good stuff. The App Store will allow for a slew of cool consumer and enterprise apps. The enterprise support is great with MS-Exchange integration. GPS is cool for LBS accuracy.
Nokia and RIM need not fear however. iPhone will only increase smartphone penetration increasing the size of the market for everybody. We feel the smartphones will cannibalize the non-smartphone cellphone market to some extent.
MT
June 10, 2008
Steve Jobs of Apple announced today the availability and details of 3G iPhone. It is available in the US from July 11 for $199. Not sure if if AT&T is discounting it or Apple is willing to sell it at a lower price (compared to $399 for the previous iPhone version). The new iPhone is a 3G device with GPS Mapping, a loaded App Store which houses some cool iPhone apps, MS-Exchange integration (attack on RIM turf - the enterprise?), and GPS. Apparently it is a 8GB device at $199. There is a $16 GB version at $299.
GPS is cool - it will drive Location Based Services and related applications like advertising, finder services and social networking.
MS-Exchange support is cool too as it will help in more enterprise adoption and cause some headaches to the folks at Research in Motion (Blackberry manufacturer).
The price is great too for cost-conscious customers.
Apparently 3G iPhone will be released in 20 countries.
We are excited and cannot wait to lay our hands on the new 3G iPhone.
MT
June 9, 2008
ComScore, the online usage measurement firm, acquired M:Metrics, the mobile specialist in usage measurements for $44.3 million. This amounts to a market consolidation in mobile measurement industry and also a convergence of mobile usage reporting with general online measurements.
This makes ComScore a top firm in mobile measurement space - an area which has seen huge growth rates in recent times with advertisers desire to track and report on user adoption of mobile data services and advertising.
The Nielsen Co. is the other top player in this space.
MT
May 29, 2008
I came across this term used to measure the revenue from ad spending. eCPM is “Effective Cost Per thousand impressions”. In layman terms, it means revenue per thousand impressions. Even more simply, it measures which ad formats or ad models lead to higher ad revenue. This metric creates a unit to measure ad revenue impact.
eCPM = (total earnings / impressions) x 1000
This metric assumes that 1000 impressions is a large enough sample to measure the impact accurately.
Higher the eCPM, better the ad revenue from an ad format or ad model. This metric is relevant to firms developing ad platforms in print, online or mobile world. It helps them figure out what kind of ad platform, format and technology will lead to higher ad spending by advertisers for minimum no of impressions.
MT
May 14, 2008
