The MobileSQUARED team has given mobiThinking five free tickets for the New York Roadshow next week to anyone who can answer these questions. All the answers can be found in articles in the MobileSQUARED newsletter.
What is the Future of Mobile? Well from what mobiThinking heard at the conference of the same name in London yesterday, it sounds like it should be permission-led, whatever it is.
An interesting critique of the bustling world where location-based services and social networking meet on the mobile, by serial entrepreneur Andrew Scott, was underlined by his belief that successful mobile web has to be opt-in.
It’s the big shindig for the Mobile Marketing Association in San Diego, US, today. It is also the swan song of outgoing MMA president Laura Marrott. Reading Laura’s in depth interview with mobiThinking brings home just how much the MMA and mobile marketing has come on during her three-and-a-half year tenure. 200,000 air miles a year… that really is above and beyond the call of duty. Laura’s successor – whoever that might be – has big boots to fill.
mobiThinking has been reading the first wave of coverage of Barack Obama’s use of mobile in his White House campaign.
The publicity should be great news for the mobile marketing business. See: A victory for Obama, a victory for mobile.
Bango took a look at the 20 busiest PC sites using common mobiles from the UK and US and in 10 cases they didn’t like what they found. These included cheer leaders for the mobile web.
mobiThinking has been scouring the mobile web for a good fright. So far we’ve been a little disappointed, but the night is still young. We were surprised not to find a trick-or-treat mobile advertising campaign: click on trick to see something scary (like how much you are charged for data by your mobile operator); click on treat and you receive some free minutes... or data preferably; even more if you pass it onto a friend.
If you had to pick one reason why your website should be mobile-friendly, you could do a lot worse that this:
If your website is unnecessarily data / graphics heavy, you may be costing your customer money or unnecessarily exhausting their Internet allowance. Most mobile users do not have unlimited data packages – or employers who unquestioningly pick up the tab – even those that do will end up paying through the nose to visit your site when roaming abroad.
Recession is looming, but the mobile business plans to encourage brands to boost mobile marketing spend.
Brands should be spending 5 percent of their marketing budget on mobile, according to AKQA head of mobile Dan Rosen. He said he’s working on initiatives within the Mobile Marketing Association aimed at promoting brand spending on the mobile channel.
“An advert on the back of a London bus invites drivers to apply for some car insurance over my mobile. Visit Swiftcover.mobi or text ‘Swift’ to 80231 (which replies quickly with the URL) for a quote in 60 seconds or less.
So we tried it… not while driving as that would be illegal, if not a little daft.
On the homepage Swift’s hen invites us to get a quote, offering a money-back guarantee if cheaper insurance is found elsewhere within 14 days of the start of the policy.
A timely piece of jargon caught our eye in a rather old PSFK blog interview with Benjamin Palmer of Barbarian Group: it’s called Branded Utility and we think it’s a pretty good description of how marketers should be thinking of using the mobile web.
Branded Utility is just what it sounds like: brands doing something useful for people as a way of earning the right to be a part of their lives.