First ever Mobile App Stores conference (?)

My friend Ajit Jaokar is running what he believes is the first ever Mobile App Stores Conference, at CTIA in San Diego on October 8.

Great timing, since Apple just announced its billionth AppStore download.

The Mobile Application Stores, Strategy and Deployment conference is a
partner seminar of International CTIA WIRELESS I.T. and Entertainment.

Ajit reckons (and he should know) it is the only conference to focus exclusively
on the business of mobile applications - the opportunities in the mobile apps stores ecosystem.

Featured speakers include:

• Dr. Jin-Sung Choi Ph.D, Senior Vice President, Head MC Global
Product Planning Team, LG Electronics Korea
• George Linardos Vice President, Product Management, Media, Nokia
• Ilja Laurs Founder & CEO, GetJar.
• Tim Haysom, Chief Marketing Officer,OMTP
• Mike Merril, CEO-Smart Phone Technologies
• Ajit Jaokar, President-futuretext
• Chetan Sharma, CEO, Chetan Sharma Consulting
• Jouko Ahvenainen, Founder, Grow VC International
• William Volk, CEO, PlayScreen
• Sena Gbeckor-Kove, Chief Technology Officer, imKon

Tickets and details here.

It's easy to think it's all about Apple, but everyone and their mother is busily setting up mobile appstores.
Recent additions include LG’s Applications Store and Windows
Marketplace for Mobile as well as Android and the Blackberry App World.

It's all come a long way since the likes of Nokia's Widsets blazed a trail.

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• Smartphones and low-cost handsets to dominate market (news.cnet.com)
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Mobile Advertising: Serving people not targets?

What's going on with mobile advertising? A couple of people I thoroughly recommend have come together to try to answer that question with an event in London on June 15 - James Cameron and Jonathan Macdonald.

Mobile Advertising UK is backed by the Mobile Marketing Association (MMA), Interactive Advertising Bureau (IAB) Europe and the Internet Advertising Bureau (IAB) UK.

Ogilvy, Mediacom, Mindshare, Alcatel-Lucent, Sponge, Mediaedge:cia, Inside Mobile, Unanimis, ringring media, AKQA Mobile, Vodafone, Telefonica O2, Orange and 3 will all take part.

And I'd have been there joining a panel if it wasn't for the demands of a family holiday.

On top of the conference, the event will host the inaugural EverySingleOneOfUs Mobile Campaign of the Year Awards, designed to recognise the past year's most engaging, creative and effective mobile advertising campaigns (download the entry form here). Image courtesy theworldscreams

Jonathan (who founded EverySingleOneOfUs, and was among the launch team at revolutionary mobile operator Blyk) has come up with a neat twist on the awards theme. It'll be judged on how useful it's been for the people it was intended for - us lot.

"The EverySingleOneOfUs Mobile Campaign of the Year award is the first award in new media to be judged for the benefit the campaign has to the public."

It will be judged for value, relevance, ease of interaction and transparency of offering.

Who dares enter?

Contact James for delegate passes, awards entries and the conference programme.

Changing perceptions about the mobile society

This man's writing changed my life. Now he's turned his attention to changing Microsoft's perception of mobile in The Glittering Allure of the Mobile Society.

Give him half an hour and he'll change yours.

Download the white paper now.

Alan Moore is one of the key inspirations behind my book The Power of the Network, and, I'm proud to say, a very good friend.

Image courtesy

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• The glittering allure of the mobile society

The more digital we become, the more human we become

The more digital we become the more connected we become, the more human we demand.

And the more human we become.

I spoke at Mobile Content 08 in London yesterday. It was a great event with a stella line-up: fjord's Christian Lindholm, flirtomatic's Mark Curtis (author of Distraction), msearchgroove's Peggy Salz, Sean Kane from Bebo, Melissa Goodwin from ITV, Ray de Silva from Vodafone and Graham Thomas from T-mobile. Not to mention Day One's chair JonathanMacdonald (ogilvyone and chief node in the Every Single One of Us project - which you MUST check out) Day Two's Tomi Ahonen (Communities Dominate Brands and mobile legend) and in attendance, Day Three's Andrew Grill (London Calling). And many more, of course.

I opened with a talk on mobile's role in the eighth mass media - which is why the line about the more digital we become the more human we become was so appropriate.

Here's the accompanying slide deck - though you won't find the line in it.

Mobile's Role in Eighth Mass Media

View SlideShare presentation or Upload your own.

But the fact that The Power of The Network equates to the power of humanity is written through the idea of the eighth mass media.

As we become the connections and the way the connections are made we are reconnecting with our human selves.

We connect in a network - in adhoc self-forming communities of purpose. There is nothing from the centre. And the centre has a tendancy to dehumanise.

• The government line is very different from an MP's opinion.
• Company policy is very different from an employee doing what seems right and reasonable.
• Brand voice can't compare to a human conversation with someone who cares about what they are doing.
• Search engine optimisation can't beat my friends' recommendation (and of course their friends' recommendations)?

Now that we have the ability to organize ourselves through the tools to connect, what we are demanding is more human interaction.

Our connectedness in, through and beyond silos is tearing off the hard corporate masks and revealing the soft human faces. And we're ready to reach out and touch that warm flesh.

The digital future is a very human place to be. And for this, it is ever truer to who we are.

Sony-Ericsson X1 developer competition NOW ON

The battle for hearts and minds of developers is well and truly on - and it's a battle all the major players are tackling head-on.

The iPhone has Itunes, Android is offering developers an apps marketplace too.

That's all well and good for the software houses, for the companies, for the bigger guys.

Now Sony-Ericsson's X1 is entering the fray with a competition for developers. I'll be able to share exact details of the prize later this week. They want you to create panels for the X1. Details here.

If you're one such, here's an early heads-up. The site hosting the competition doesn't go live until November 14.

UPDATE: In the meantime the competition site is live already AND the closing date is sooner than I'd been led to believe, Nov 30.

But take it from me, it's coming (I know, because the company I work for is building it right now!). Drop me an email for details when it goes live.


So, best get cracking!

In the meantime, get a lead by downloading the FREE Developer SDK.

Watch a video of how the phone and its touch panels works here.

From Gizmodo

Developers can use the Windows Mobile SDK, free of charge, to produce a wide variety of panels to meet the consumer’s demand for a rich, individualised multimedia experience on their phone. Users of the Xperia™ X1 will be spoilt for choice as they personalize their handset with panel applications to suit their mood and lifestyle. Whether it is a search engine, advanced calendar or social networking application, music or film catalogue, sports or news related content, the panels enable you to access any information – quickly and directly – with a simple tap on the 3” super high resolution touch screen.

The X1's panel interface runs on Windows Mobile 6.1

Cool is in your interactions, not in the phone you carry

An interesting battle is emerging in the mobile world. The G1 google phone was announced yesterday. The iPhone we already have. Touch screen, app-laden rivals are popping up left right and centre.

The first battle was about coolness of device. The iPhone is winning that hands down. The G1 looks less sex on a stick and more sack of spuds. And everyone else's efforts at out appling apple mean look-a-likes.

But the hardware may be a smaller influence on the outcome than many imagine. (image by ceekay via flickr)

Yes, I get that our phones are personal, always with us, an expression of self. Well, I get that they always were. But as they become more and more a true expression of ubiquitous computing, some of those computing requirements look like gaining the upper hand.

Your Mactop may be prettier than my pc but, what if no-one will buy it because you can't attach a web cam? (You can, I know... but you take the point?)
The iTunes store doesn't allow any apps which use the iPhone's camera... you have to jailbreak to be able to use qik etc

Is that wise?

There has to be good-enough software available for macs in order for apple to sell its computers. And there is. But in the computer world it's clear pcs have won on a global scale. They've won on price and because software for one runs on all (pretty much). More developers therefore create for the pc than the mac.

Simply, the pc can do more things because more people develop more things for it to do.

That's the route google is taking with the G1. Android is more open than the iPhone.
(But it ain't that open. An open phone wouldn't be locked to a network. An open phone would allow me to put any sim I like in. What gives here google?)

Anyway, what I mean to say is the battle for dominance in mobile will not be about who has the coolest handset, but it may be about who has the most effective way for developers to monetise their efforts - because that is the route to making your hardware do more.

And the closer your phone gets to being your primary point of entry to the internet, the further the hardware gets from being an expression of self. That's because the greater part of the expression of self will be happening digitally when you make your entry to the internet (ie you manage your reputation through each interaction on social network after social network.)

Cool is who you are in each interaction, not what phone you carry.

G1 Google phone specs leaked. Watch announcement live today.

The tech specs of T-mobile's google phone, the G1, have been leaked ahead of official announcements. And the spec has caused a collective... so what?

You can watch the official launch live from New York at 10.30 EDT here.

According to Tech Ticker among many sources; the Android-powered device includes:

• One touch access to: Search, Maps, Gmail, Youtube, Calendar, and Google Talk
  (Gmail account and data plan required)
• GPS
• 3.1 mp camera,
• no video recording
• No stereo bluetooth (A2DP)
• Dimensions: 4.6 x 2.16 x 0.63 in
  
• Weighs 5.6 ounces (~160 grams)
• 480×320 65K color screen
• 5 hour talk time, 130 hour standby time
• Expandable up to 8GB

We'll soon see exactly how serious google is about the mobile internet - and its expectations that more revenues will come from mobile advertising than fixed line within a few short years.

Mobile as 7th of the Mass Media: Download and share

I'm off for a little R&R. So I thought I'd leave you something chunky to download, read and digest while I'm gone.
 Tomi Ahonen (of Communities Dominate Brands) is about to publish his sixth book - Mobile As Seventh of the Mass Media.
Regular readers of this blog will know we're fans of the concept (originally worked up by Tomi and his co-author on CDB, Alan Moore).
Jonathan Macdonald and I are now pushing the idea into what the Eighth Mass Media can become.

But right now you can download a free 30-page excerpt of Mobile As Seventh of the Mass Media in advance of publication. And, should it tempt you to buy (it will, particularly if the mobile space and digital convergence fascinate you) you can pre-order here.

Tomi says: "Here is the pdf file of the book, Mobile as 7th of the Mass Media. It includes the Foreword by Pekka Ala-Pietila (CEO of Blyk and past president Nokia), the Introduction Chapter, one of the case studies (Flirtomatic) and the fourth chapter, Mobile as 7th Mass Media, as well as the index of the 18 chapters and 16 case studies.

You may freely quote from this document, and you may freely forward it. I am shortly going to launch a blogsite for the book as well, so there will be a place to collect the feedback, news and developments in the 7th Media space. If you blog about the book, I would appreciate it if you could include a mention of the futuretext.com website where potential buyers can already order the book today, before it appears on Amazon in a couple of weeks.

So that's the deal. Enjoy. (Image by Norma1 via flickr)


Pleased to say I'm co-hosting a two-day course at Oxford University on the subject (Mobile As The 7th Mass Media)  with Tomi this winter. Check here for dates when confirmed.

And I'll be presenting on The Eighth Mass Media at WidgetWeb Expo in London in October (6-7) and at Mobile Content (also in London) in November. Tomi and Jonathan Macdonald are also on the bill of the latter. Unmissable really ;-)

Now, where's that suntan lotion...

Apple and the myth of working beautifully part 5...

You may well be as bored as I am by now of my trials and tribulations of iPhone 3G ownership. But anyone who thinks the flakiness of my particular device is a rarity should try to get some time with a Genius (I kid you not) in an Apple shop right now...

(For the record, as of this very moment I can't connect to the internet via my phone once again... a network reset will likely resolve it, but Jeez!!!)

On Sunday I went to the Apple store in Cambridge (having previously been informed at an 02 store that effectively Apple wants to control the customer service. I had to go see a Genius. That's a techy to you and I. The fact that Apple thinks it takes a Genius to solve its user experience issues perhaps tells its own story...

Anyway. Turned out I had to make an appointment. I had to make an appointment to get 10 minutes with a Genius. No slots available today. You can book up to three days in advance. Ooops, all the slots up to three days in advance (that I can get to, at least) are taken.

And in the meantime no one in the store can tell me even whether the issues I am having with my iPhone are isolated or part of a iPhone 3G meltdown (the fact you can't get to see a Genius may guide you to your own take on that...)

C'mon Steve Jobs. It's time for some Lean-Too Marketing to seep into your organisation.

I am getting quite angry with apple's reticence and arrogance when it comes to keeping anyone informed. I want to know if the issues I face with my iPhone are being addressed. I want to know what each of the firmware updates I have tried are striving to achieve (2.01 and 2.02).

I want to know if my phone is a dud that needs replacing, or if its par for the course and being sorted by the next firmware update.

And when I complained of all this to a member of staff they whispered quietly to me that I should try working for Apple - the lack of information is endemic.

In short Apple: I want dialogue. And, by the way, so do your staff...

The rest of this sorry story:

Apple & The Myth of Working Beautifully Part I
Apple & The Myth of Working Beautifully Part II
Apple & The Myth of Working Beautifully Part III
Apple & The Myth of Working Beautifully Part IV

Mippin's making the iPhone work beautifully

By way of apology for not testing mippin before leaping in with this, here's mippin's video showing how utterly fabulously content renders and displays, via mippin, to your iphone. Thank you coalface!

Want FasterFuture on your phone? It's a stroll. Click here.

Apple & The Myth of Working Beautifully: Part IV

I really hope this is the fourth and final part of a series I never planned to begin...
I have finally achieved sync up between google contacts and my 3G iPhone.

The (not wholly satisfactory*, but I'll live with it) solution to this problem reveals the core issue with the itunes/iphone experience currently for me.

I don't mind things going wrong. I get that we're living a life in beta. I am a fan of unfinished symphonies after all.

What I would like is a bit of a steer. Experimentation, playfulness, building as we go, is all fun if we can learn from our mistakes. But apple's error messages are not helping us learn. In fact, they are misleading. Read frustrating.

Every time I tried to sync my gmail contacts via itunes I got the message that my google password was incorrect. I was damn sure it wasn't. Some kind folk I know suggested I reset my password and retry. Nowt. Most people simply couldn't understand what could possibly be wrong. Many nodded, smiled knowingly and muttered N95 ( a clearly better visual content creator compared to the iPhone's superior visual content consumption).

When I gave it a final role of the dice last night at home itunes wouldn't open on my pc. Complete freeze up and worrying beeping noises.

When I restarted I tried to repair itunes. It said it had succeeded. It had not (those misleading error messages again).

So I uninstalled itunes, restarted (again) and reinstalled. And this time, this time! It worked. gmail synced up contacts. I even took the opportunity to whack a load of pics into the 16GB void.

The error was not that I didn't know my google password. It was that apple didn't know itunes was phucked.

Finally; 3G is working, itunes is working, syncing is working. At last my iPhone world is beginnning to smell of roses.

And it could have done so much faster and more easily if only apple's error messages were anywhere close to accurate. C'mon apple. Give us a clue!

The rest of the story? 

• 1. Apple & The Myth of Working Beautifully.
• 2. Apple & The Myth of Working Beautifully II.
• 3. Apple & The Myth of Working Beautifully III
  

*Not wholly satisfactory? Well, all my gmail contacts (which I synced from my N73 via Nokia PC Suite) are now in my iPhone... but every field bar the name has been aggregated into the iPhone contacts 'Notes' field. So I have email addresses, phone numbers et al - but I'd have to dial each number or type each email address to use it. Better than nowt... just.

FasterFuture now available for iPhone

FasterFuture has long been mobilised: most notably via mippin.

Now there's a version for the iPhone, created on Mofuse.
You'll find it at: http://fasterfuture.mofuse.mobi/iphone/

It'll look a little something like this:

Apple and the Myth of Working Beautifully: Part III

My battle with my iPhone is settling into a series of guerilla skirmishes. A little fire-fighting here and there. I still have the syncing of contacts from either outlook (which I'd prefer not to have to use) or gmail (which itunes insists I don't know my password to) to tackle, for example.

But I thought I'd update you on the issues I had on the day I first used my iPhone in anger. On Friday I headed for London for a day of meetings - in several locations.

I travel by train. On my Nokia N73 I am able to check gmail and use twitter (via slandr) facebook, linkedin etc as pretty effective mobile versions. And these work all the way down the line between Huntingdon and London (barring the tunnels, of course).

But all the way down on Friday with my iPhone I got no signal. Safari said it couldn't reach anything - so no internet.

Arriving in London I wandered through King's Cross station and picked up the Cloud automatically - big thumbs up apple/O2. That worked a treat.

But as soon as I was away from wifi I got no 3G. No internet. Importantly for me; no googlemaps.

I ended up asking a copper for directions when I arrived at Waterloo station on course for a meet at the Young Vic. Haven't done that for a long time! Thanks iPhone.

I texted twitter for help (in the hope I'd find some wifi later to pick up the answers). Text and calls were working. So why no internet even at 2G (or 2.5G) speed?

Among the responses I got from fellow iPhone sufferers were:

"richjm @davidcushman If you get normal signal, chances are it's not the 2.0.1 update. 3G coverage is sketchy. Good around the City, Livp st though"

Chris_Reed @davidcushman is your network setting right? Might be just set to O2 not O2 3g? general>network>enable 3g on. Sorry if it's granny ...

otoburb @davidcushman settings->network->wifi. Disable it and then 3G should lock on. Make sure 3G is enabled somewhere under General->netw

And there was outpourings of sympathy/fun-poking too, of course.

Bear in mind that the people I tweet with are a fairly early-adopter technically adept bunch (certainly compared with the general population). Apple should have a little wobble at this. No one was able to solve my issue (Apple seems focused on enablijng self-help networks rather than centre-out customer services, so it relies on my fellow geek).

I stumbled on it myself, through frustrated experimentation ( I can't call it play, it wasn't any fun). If you can't get the internet on your iPhone try this: Reset the network settings. To do this, choose Settings > General > Reset > Reset Network Settings.

And finally the beast came to life.

I popped into a Starbucks on Saturday morning to check the O2 claim about free wifi there. I could fine none. No surprise really as it's a T-mobile hotspot. Happy to be corrected though so if you know how I can get free wifi at Starbucks on my iPhone, post away!

I wandered into the my local O2 store to fill them in on my experience. Lots of sympathy but I was also told in almost these words: Apple doesn't want us to get involved in customer service. They want us to sell you the box.

Staff aren't even allowed to open the iPhone boxes - so they weren't even aware about the secrets of inserting the sim card.

One final criticism of the iPhone for today: I can't text with my thumb on it - which means I can't text and walk. That's a hardcore (read killer app) mobile phone function.

I'm getting used to the touchscreen typepad and starting to like it and what it can do... but it's not a joyful journey.

• Apple And the Myth of Working Beautifully
• Apple And the Myth of Working Beautifully II

Testing qik live from a glider!

I've been playing with qik recently as anyone who has caught any videos from me will know.
Qik allows you to broadcast live streaming video from your mobile phone. There's usually a small delay before it'll appear in my live channel (see latest from the channel below) but it's close to live.

This evening from 6.30pm (UK, BST) I'm going gliding - and I'm taking my mobile and qik with me. I managed to broadcast on just a couple of bars of 2G signal recently from a forest in Norfolk. I reckon hundreds of feet above the Cambridgeshire countryside should offer an even tougher challenge! Here's what I've written about qik before.

UPDATE The rather disappointing outcome appears below:

Hey Apple - mind if I manage my own music please?

Is it just me, or is the fact that the Iphone requires hacking around in order to use selections from your own itunes library as ring tones (in the UK) just plain bizarre?

Which part of that doesn't suck, apple?

I'd have thought selecting my own music as a ringtone would be core functionality for a device which is, at its heart, for managing your music and making and receiving phone calls.

There are ways around it. Jemima Kiss was kind enough to share this tweet from @samhs:

• "there is a simple method for converting songs in your library to ringtones.
• "Save song as AAC,
• "then rename from .m4a to .m4r"

But my point remains; why should we need a work round? They don't in the US (via Chris Reed who suggests saving songs into garageband as another work round).

Another myth of everything apple working beautifully exploded?

Chris, new to an iphone himself, added:
"It's worth the wait, but for me, for the first time ever with a mac, it hasn't worked as I want straight out of the box..."

And now after initially being told new deliveries of iphones would be arriving yesterday, we're seeing +7 days being added on... at least.

And every day that passes, my current operator, 3, makes me a better offer...

Blogs dead? Who cares? Ubiquity of Connectivity is what matters

The eighth mass media is not about tools. I care little who says blogging is dead or who claims microblogging is the next big thing.

The eighth mass media is where:
we are the connections and the way the connections are made; beyond silos. It needs tools but it isn't made by them.

It's the direction we're headed in. The sixth and seventh medias (internet and mobile) are helping us on our way.

How we choose to connect, in which silo or with which tools, is less important than that we do connect - and, crucially, as widely and instantly as possible. Blogs are quite good for this. They are considerably less silo'd than your average (what we traditionally think of) social network. Don't write them off just yet.

More importantly Hugh refers us to one of Clay Shirky's more oft-repeated lines (my emphasis):

"Yes, again, it's all about what Clay Shirky said four years ago, in a wonderful interview he did for Gothamist:

"So forget about blogs and bloggers and blogging and focus on this -- the cost and difficulty of publishing absolutely anything, by anyone, into a global medium, just got a whole lot lower. And the effects of that increased pool of potential producers is going to be vast."

Amen to that. We all have cheap, rapid, easy ways of sharing our metadata. That's what publishing has become. Publishing for all. Advertising for all.

We can all share content. Content is the conversation starter, conversation is where ideas turn into action, action is where value is created.

Now we can all share in sharing this. We can all share ourselves.

That is what changes everything.

In some ways the eighth mass media is also the first (as J_Mac pointed out in a comment on the original post).

Alan Moore and Tomi Ahonen's work on Mobile as the 7th mass media lists them thus:
1. Print
2. Recordings
3. Radio
4. Cinema
5. TV
6. Internet
7. Mobile

The eighth is where we are moving towards: We are the eighth mass media. But we were of course always the first, too.

The difference between the pre-mass information age and the post mass broadcast age is speed of transmission and scale of spread both enabled by the ubiquity of connectivity.

We need the sixth and seventh mass medias to enable the eighth.

Using mobile social networks to target advertising... one day

I was due to be in Brussells on Monday to present on the subject of using mobile social networks to target advertising.
For a variety of reasons I can't make it. My good friend Jonathan Macdonald is going to fill in for me. Many thanks for that.

Still, I'd done all the prep work so I'd rather share that than waste it. Right below you'll find the slide deck and then below that my notes to go with them. It's not quite the real thing - but if it gets you thinking and makes you want to take the conversation in various directions, I'd be delighted to read your comments.

In summary:

• First we need ubiquity
• UGC-powered broadcast models and Total Community models require different approaches
• Viral is something we do together
• Be ready to give up control

| View | Upload your own

• Slide Two

First things first.
The company I work for, Bauer Consumer Media, is one of the few media brand owners to sell its own mobile advertising, at least in the UK.
We can do this because we have long term excellent relationships with key operators. Our brands include FHM, Grazia, Heat, Motorcycle News, Angling Times, Mother & Baby, Your Horse, Zoo, etc.
In mobile our best known brand is Eyevibe – the video mobile social network which operates across 3, 02 and Vodafone in the UK.
Selling our own advertising reveals two significant truths for us:
1. A lot of people still don’t know where to start if they want to place an ad on mobile.
Is it with the operator, the agency, the media property, the handset maker even. So just to be clear: If you want to place an ad on any of our properties come and speak to us!
2. We’ve learned a bit more about the scale of the opportunity than most media owners. And right now, that opportunity is small.

• Slide 3

What that means is that while I’ve been asked to talk about ‘exploiting mobile social networking and user generated content to deliver highly targeted mobile advertising’ the reality at present is that none of us have big enough pies for media buyers to trouble themselves with slicing up.
At the moment we are stuck with selling our services, and the eyeballs gathered by whatever community features we deploy.

• Slide four

Eyevibe has 350K unique users a month generating 28m page impressions each month.
That may sound impressive, and in mobile internet terms, it is. But it’s not enough to start dicing and slicing for the average media buyer.
We know for example that our core age group on eyevibe is 18-25. 18-25 year olds who are heavy users of mobile internet are a pretty focused group right now. That’s focus enough to offer advertisers without going too much further.

• Slide five:

One current example: Doritos is carrying out a mobile advertising trial with Bauer. The five shortlisted entries to its £2.5m 'You make it, we play it' competition are being shown as post-roll ads on not only eyevibe but also on Empire and FHM’s mobile sites. They are targeting 18-24 year olds. Users are asked to vote for their favourite and the ad will be aired on TV during the UEFA European Championships.

• Slide six

Mobile is playing its role in an integrated campaign and one in which the planners have identified mobile as having high penetration among the 18-25 age group.
Targeting broad channels within a mobile social network, rather than tightly targeting individuals within it may be the best fit for today’s media buyer. In fact that’s an approach we are working on with eyevibe – the sponsorship of channels.
In short, it is too early to be deploying highly targeted advertising on mobile..

• Slide seven

Why is this? Because we are not at internet scale yet – or anywhere near it. It’s more like the mid 90s on the internet. And remember, Google adsense didn't emerge until there was already a good deal of advertising volume on the internet. Ubiquity first, targeting second.
We are not yet at that volume and your business plans for the short to medium term must take account of this.
Pains me to say it, but it's important to understand the reality of now before examining how value will be created in the near future.

• Slide eight

Now, all that said, scale is coming. Only a fool will think otherwise. Flat rate data is becoming ubiquitous, 3G footprint is expanding, emerging nations are going to mobile first adding billions to those online, search is improving, walled gardens are coming down.
So no wonder Google’s Eric Schmidt now predicts more ad revenues from mobile internet than fixed line in a few short years.
What I'm going to talk about speaks perhaps to the understanding google has arrived at. Google are focused on services – where ads and content meet. They also see a new slicing and dicing niche emerging from location based services.
When we reach scale then we have the possibility to create more value with real relevance. Ads have the opportunity of moving from interruption to engagement – from lowest common denominator to being focusedm useful content for the user.

• Slide nine

So with that in mind, let’s return to that question ‘Unleashing the power of the user: Exploiting Mobile Social Networking and User Generated Content to Deliver Highly Targeted Mobile Advertising.

Is it right to lump these together? Perhaps not. Here’s why.

• Slide 10:

I think there are two kinds of user generated content models:
broadcast and total communities.
Youtube and wikipedia and our own eyevibe are great examples of UGC-powered broadcast models.
1% of users contribute. 99% consume.
Let me be clear. This is not a bad thing. The 99% now have something they want to consume, created by that busy 1%. It didn't exist before. It's been carved from that cognitive surplus that Clay Shirky introduced us to. New value has been created.
It’s actually a very good thing if you’re an advertiser of the old school. Youtube, for example has some videos which have been viewed by 1m plus. That’s an audience – and it’s one in consumption mode.

• Slide 11

What they are consuming is content. And if your advertising model functions in a content way you have opportunities for success. In simple terms: music video to promote sales of tickets, downloads etc, discount vouchers to promote sales of products, wallpapers to promote fan affinities etc.
Users in these worlds soon spot straight-forward 30 second spots though – and turn on them. Yes they are ready to consume content on youtube, but not to be spun at.

• Slide 12

Simple ad models we are familiar with such as pre-roll etc have a better chance of success if users are receiving something in exchange – your download is free if you watch this ad, for example, seems a reasonable bargain. Just make sure the ad is relevant to the content if you don’t want those eyeballs to simply turn away…
Consuming your ad as a part of their selected experience can work.
There are, for example videos on youtube which reach multi-million audience. eyeballs matter when you have this scale – for branding purposes at least. an ad for a web2.0 conference on a great bit of web2.0 thinking could work well.
The greatest aggregate value will of course be achieved by activating advertising in the long tail in self-formed audiences.
So UGC-powered broadcast models can deliver value and are relatively easy for traditional agencies to understand.

• Slide 13

Then we have Total Communities, the other UGC model. These are communities in which to take part you have to create part.
Think of twitter. If you don’t create a profile you can’t take part. And if you don’t contribute some thoughts through microblogging you’ll get little value.
These are models which aren’t architectured to be accessible to large consuming audiences – they are for small communities to form around shared purposes and interests – facebook, myspace, secondlife… social networks/mediums.
Itsmy is a fine example in the mobile world.
And in these cases I’m going to suggest traditional ad models will prove less effective.

• Slide 14

So it may not be a question of using social networks as a vehicle to deliver highly targeted advertising, more that unless you consider different advertising models advertising will simply not be effective in social networks.
In Total Community models ads as content models are king.
Itsmy allows users to choose if they want to display ads, and if they do, they get to choose which ads to display. It changes the relationship with the brand. Now your choice of relationship with your brand says something about you, it’s now your content.
Even in huge networks like facebook and myspace, we know response rates even to relatively targeted banner ads is poor.
I believe this has much to do with the mode of thought people are in when they are using Total Community sites – they are more creative than consuming.
They are also looking at each other, rather than at you.
Give them an opportunity to join in the creation of an ad message and they are not only more likely to respond, they are also more likely to share.
As Mark Earls, author of Herd, says, “give them something to do together”

• Slide 15

This is at the crux of the idea that viral marketing may be “the key enabler for the success of mobile advertising”.
To be successful viral marketing must follow the rules of a networked world – and they are rules that appeal to people in creative mode, the mode we find people in in total communities:
Speak in an authentic voice (close the gap between creation and marketing)
2. Lose the TV envy (think relevance over quality)
3. Give people tools to make it their own (that which we create, we embrace)
4. Don't bother with urls, links or 'brand messages'. (We don't do spin) If people are interested they will search. Buy the keywords if you want to make it easier for them.

• Slides 16-18

What it takes to succeed in the viral environment:

1. A willingness to relinquish control.
2. Toolkits users can play with.
3. Creative users.

2 and 3 are readily available.
Number 1 is down to you.

• Slide 19

Summary

• First we need ubiquity
• UGC-powered broadcast models and Total Community models require different approaches
• Viral is something we do together
• Be ready to give up control

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See you at Telecoms Multi-Platform Content and Delivery Forum?

Apologies for the flurry of posts. Been having a bit of a late spring clean of the blog's left-hand column. Now the 'resources' section isn't listed in full down the left, it's available from the link under the 'resources' title. I've done similar with the 'ones to watch'.
Guess I'm finally waking up to the fact that the internet isn't made of paper...

I'm speaking at Telecoms Multi-Platform Content and Delivery Forum in London tomorrow (June 12, 2008). Snappy title huh? If you happen to be there, please do say hi.

This weekend, New York.

Here are the slides for TMPC&DF (phew...)

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3G IPhone day today

I'll update with news of the new I-phone (due to be announced today) when I get a moment. Rumours I've heard, it'll be 3G, better camera, video camera added and... price (in the UK) at least will be surprisingly low.
In the meantime Go here for the latest I-phone google news.
UPDATE: Turns out no video (but that's already available as a hacked app). Go here for the full grift (in the UK and Ireland).

Which side of the fence do you sit?

If you happen to be attending this, come by and say hello. I'm speaking on Thursday, about open gardens versus walled ones. Can you guess which side of that fence I sit?
A little further ahead. I'll be in NYC from this coming Saturday until and including Tuesday 17th.
I'm speaking at WidgetWebExpo. Hope I'll see you there.