Momo London June - Whassup in Mobile Media and Marketing

Right this is becoming a bit of a habit, following write ups of the Momo London May - Advertising and Momo London April - User experience here comes a quick review of the June momo london on Mobile Media and Marketing.  This month MoMo London was held in a charming venue The Royal Institute of Statistics which made a nice change.  The refreshments were also excellent - very cold beer and even can-apes served by friendly people.  The sponsors were Wireless Foundry.

Looking back on it there was a lot of useful stuff coming out of this panel in terms of current thinking about mobile web sites vs apps, mobile marketing, and where mobile is in terms of user adoption.  All of the panel had some interesting things to say and they kept up the energy over quite a long period.  Anyway here's the notes:

Panel + what they used their mobile phone for today

- Moderator - Helen of Mobile marketing agency Beep Marketing - used twitter, sms, voice, google maps

- Marek Pawlowski - PNM / Mex - google maps, sports tracker

- Richard Thurner - Incentivated - sms, lots of voice, google maps

- Matthew Postgate - BBC - email, sms, voice, browsed google, bluetoothed an swf file

- Stephen Pinches  - FT - facebook mobile on blackberry

By way of an intro, Dan Applequist of Vodafone did a quick presentation including his top 11 mobile 2.0 trends, which were ... smart mobile browsers, mobile ajax and widgets, mobile search, mobile advertising, mashups and APIs, RFID and 2D barcodes, location and geocaching, mobile social networks, mobile UGC and smart web devices

Here's the notes from the panel - some good stuff in here:

- sms is not going away, more sms sent per day than google searches but the main thing at the moment for mobile marketing is building mobile internet sites and driving people to them

- there's a big campaign about to start for strongbow with a mobile voucher (I think it is going in The Sun, which is pretty big)

- applications are becoming more popular with advertisers and agencies - it's all kicking off!

- FT have run mobile coupon trials but there's a real problem with infrastructure, it's easier for people like Evening Standard who have their own payment systems etc

- benefits of mobile applications (symbian, java etc) over mobile web apps are quite small in most cases and the mobile browser experience is closing the gap

- however, a lot of agencies are pushing for apps because they look cool and they can show them off to the client not necessarily because people are using them

- blackberry has a lively, diverse, fast-growing applications ecosystem

- one way of looking at it is mobile web for the masses, applications for the "hardcore" (i liked this idea a lot - think it came from the FT dude, better than the usual zero-sum approach to the issue)

- BBC guy - realized mobile is quite simple really it just needs to be personal, location aware, immediate (im not completely convinced by this but every example i run past the framework seems to work)

- huge culture gap between mobile peeps and "web agency" types - web people quite attached to dogma, already become blinkered cant see beyond PC screen

- Incentivated Dude - last year e.g. 2007 was The Year of Mobile, it's already happened, for the first year in 2007 UK mobile ad spend (4th Screen) was greater than Cinema (1st screen)

- last year Scottish and Newcastle (big UK brewer), Jaguar etc started using mobile to prove the concept and can now go back to the FD with data, ROI evidence and get more money for mobile ads, those that didn't invest realizing they have to start using mobile - British Airways are already seeking to use it across the whole customer journey

- brands need to earn the right to be on mobile, whereas email/ PC is flooded with crap only 25% of emails get opened vs 95% of SMS

- FT isn't really seeing "the year of mobile" no enthusiasm from agencies yet in the B2B space

- BBC PC service reaches 17m people a month (UK only?) the mobile service reaches 3m, 40% of those only access the BBC through mobile

- everything web will end up on mobile somehow or other e.g. people are going to access PC-centric sites on mobiles

- it will be a long process - colour TV took 20 years 1950-70 to get any good and it's still evolving

- mobile search is competing against "The Trusted Uncle" e.g. asking someone!

- mobile can ACTIVATE other media channels through short-codes, it's "the glue that ties together the marketing mix" (nice line from Incentivated)

- Killer app for mobile is email - FT have developed some smart approaches round this e.g. when you click an email link on mobile e.g. blackberry they make sure they provide a mobile formatted view of the link

- mobile operators are spending ££££s promoting the mobile internet now (see! they aren't all bad!)

- the key test is "Does this look shit on your phone?"

Ha! a good way to end.  Thanks for the organisers for another good event and the guys serving the drinks and food for being friendly and efficient.  Shouts to Technokitten for moderation skillz, Chris from Minick, MoMo Manchester and whatleydude. 

 

Comments

[whatleydude]

:)

Cheers for the shout.

Great write-up too - handy given that I spent the entire evening twittering mine instead of actually writing them down.

[Ben Matthews]

Hey James,

Nice write up! not to steal your thundewr or anything but I also did a write up of the event over at my blog:

http://tinyurl.com/6kbq8t

Shame we didn't meet each other there! Maybe next time?

Cheers,

Ben

[james]

Thx for your comments guys see you at the next one :-)

[brendan lally]

Sounds good event.

I like the ...the key test is "Does this look shit on your phone?"...

Lal

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