Posts Tagged ‘mobile marketing’
I just returned from a nice long weekend with my buddies out in West Texas, where we held our annual “South Austin Gun Camp.”
Don’t worry, nobody was hurt…well, save for that Easter Bunny pinata which made too compelling a target for our collective target practice to resist.
Speaking of targets, they were mostly old beer cans and paper zombies, but a good time was had by all and the weather mostly cooperated for our three day camp out.
I include in this post a pic of one of the shooting activities I semi excel at, which is skeet shooting (called “Olympic Skeet” in the Olympic games, the U.S. team for which I will not be selected for anytime soon).
Today, however, it’s been email catchup and back to work.
Out in West Texas, I had limited access to any technology. My LG Cosmos II scantly picked up a Verizon signal, so every once in a while I would get a data dump so I could scan my personal email.
The lack of data connectivity made it a little difficult to keep up with the Sweet 16 results and the PGA event in Houston, but I was able to play catch up on those once back at Turboville late Sunday afternoon.
In the “While You Were Out” category, I noticed this story about Nuance Communications’ efforts to release “Voice Ads,” a “new mobile advertising format that lets people have a two-way conversation with brands.”
For the record, I’m a big Nuance (and voice dictation/speech recognition, more generally) fan, but the idea of my talking to a brand made me laugh out loud.
What happens when the brand can talk back to me?
“Hello, Budweiser. I’ll have one of you.”
“Could I see your ID, please?”
“You asked for one of me. I’m Budweiser, an adult alcoholic beverage, and you must be 21 or older to speak with me, much less consume me. Could I see your ID, please?”
“Sorry, I left it at home.”
“I’m sorry, too. You must be 21 or older to talk to this Budweiser.”
Upstart Business Journal has all the details, ‘splainin’ that Nuance has already signed up marketing partners like Digitas, OMD, and Leo Burnett to reach the approximate 100,000 app publishers out there in the world today.
And no question, mobile marketing is a huge market — I’m just not sure how many people are ready to talk to their brands.
If they are, it’s surely to help them get something useful done. I can easily envision this mobile app from JetBlue sometime soon:
“Why am I so late, JetBlue Voice?”
“Your plane was delayed.”
“Why was my plane delayed, JetBlue Voice? I need to get to New York. I have a meeting!”
“Could you please enter your confirmation number?”
“It’s in another part of my smartphone, and I can’t find it because I’m talking to you. Don’t you have voice recognition or something?”
“Perhaps you could call back another time when you have your confirmation number. Thank you for calling JetBlue’s advertising.”
No no, NOTHING could go wrong with mobile voice advertising!
Sometimes, you just have to look to the person standing in line next to you to spark up a vibrant conversation about one of the industry’s most vibrant topics, in this case what I’ll call the “mobile boom.”
There’s no question, mobile marketing was a topic on the minds of SXSW Interactive 2012 attendees, and the person standing in line with me to get our badges for SXSW Interactive 2012 was a perfect candidate to talk to us about it, Clover Network Inc. vice president of business development, Mark Schulze.
Mark is an interactive industry veteran, having held senior positions at IAC/Match.com, AOL, AltaVista. His company, Clover Network Inc., is working to bring smarter payments to the mobile commerce realm, a still hugely-undertapped market opportunity where the industry is witnessing increasing demand for easy-to-pay mobile payment schemes.
Mark talked about this, and the broad sweep of the mobile boom, in this discussion at the IBM Future of Social lounge at SXSW Interactive 2012.
My time in Bangalore is about to come to an abrupt halt, and I’m most sad about that.
Though I’m happy to be heading back home to Austin (for a few days, anyhow), I’m most sad to be leaving behind the new friends I’ve made here and the great experiences I’ve had.
But I definitely hope to come back soon. There’s so much to see and do here, and I was here to (mostly) work.
However, my short weekend road trip out of Bangalore was certainly an eye-opening experience (see the previous post), but not as much for the reasons as you might think.
In fact, I did a little “stand up” (although I did it sitting down in the cab ride between IBM’s offices and our hotel) explaining a few observations about the state of India’s mobile market:
There are already well over 500M mobile users in India, and I’ve had some tell me that there are more mobile phones in India than there are people.
That would certainly seem to be the case based on all the mobile advertising I’ve seen while in south India these past two weeks.
And I’m not talking about advertising on mobile devices.
I’m talking about advertising every where else about mobile devices: Aircel, Airtel, Vodafone, and all the rest, they seem to advertise on every free surface and building one can imagine (some even without roofs!)
All those rupees aren’t being spent without good reason, and there are probably close to another 1B folks who still need to get a mobile phone here or who these mobile companies want to convince to switch brands.
Put another way, by 2014, there will be more people online in India via mobile devices than are currently online via the Web across the whole of Europe in 2010!
Of course, this fast start is even before India finished its first 3G spectrum auction earlier this year.
According to Daily Wireless, nine cellular firms participated in more than 180 rounds of bidding over 34 days, which was expected to earn the India government 509.6B rupees (around U.S. $11B).
Specifically, they sold three bandwidth slots for 3G services in each of 17 telecom service areas, and four in each of the remaining five areas.
Most of the aforementioned 500M users today are on 2G services, so when 3G kicks in some of these markets starting as early as September 1st of this year, mobile marketing madness watch out!
Even at that, I’ve been most impressed with the mobile coverage I’ve had throughout my two weeks here. Even in the most rural areas (including Bandipur National Park), I’ve been able to get a strong mobile signal.
If that’s any indicator of the progress to come in the Indian mobile market, you won’t be needing any of those Verizon “Can you hear me now” commercials running in Mumbai or New Delhi anytime soon!