Monthly Archive for February, 2006

Advertising 2.0

“What’s the effect of an advertising campaign, in a world where every consumer has instant access to all hard data about any given product? How can we even reach these consumers in a media landscape that consists of millions of personal blogs, podcasts and time shifted television? What is the role of marketing when consumers are directly connected to almost anybody within the companies they buy from?”

In a paper called Advertising 2.0, advertising specialist Paul Beelen (Chile) attempts to provide some answers (or at least clues)… but for now, he says, the best way to be prepared is to simply be aware of the fact that things are changing. Something has been set off, that is impossible to stopped. And it will force advertising to reinvent itself in quite a few ways. (Through Putting People First)

We have seen it coming for a while now but more “top-down” media fragmentation towards “bottom-up” (old media -> new media -> WE media) is a fact and it will continue to grow the coming years, for sure.

This year the time is right for the advertising industry to start integrating web 2.0 products & services into their client strategies to reach those users that don’t use old media anymore – or don’t get influenced by …

The document is a MUST read for anybody working in advertising and marketing industry, it bridges the gap, what we know about web 2.0 technology, towards the shift that is currently happening in the communication industry, leaving no doubt on consequences in the near future.

“This type of Internet is far more dangerous to the advertising industry than the previous one. This new type of Internet undermines the very principals advertising has relied on for decades, such as information-asymmetry and top-down content delivery.”

This document coming out of Chile (!) indicates also we are shifting towards a truly global economy, connected through it’s heart – the internet – and this economy is going to be accessible soon from your mobile – in fact… it’s already happening!

Download Advertising 2.0 white paper (pdf, 128 kb, 21 pages)

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carnival of the mobilists #16 at gotomobile

This weeks’ Carnival of the Mobilists (nr. 16) is hosted at gotomobile.com. After a short break during 3GSM, the initiative keeps growing week by week so make sure you check out some of the best opinion and (blog)writing on mobile.

Insiders question of the week: what happens if you type in “Kelly Goto Bill Gates” in Google?

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Plazes and FON collaborate

Got this in today from Markus: Plazes and FON are going to collaborate, a logical step for two of my favorite start-up projects I have been fol-lowing since quite a while now.

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Having seen the first Symbian alpha version demonstrated on the phone during 3GSM just confirmed my belief that Plazes is going to shake the mobile space at least a little. FON is controversial but I think the project makes sense, it needs a lot of finetuning still but I believe in the sharing Wi-Fi idea, it is a great idea knowing that phones will (all) have Wi-Fi soon, so Stefan and Felix partnering with Martin from FON is a logical step forward for both parties.

As Felix puts it on Plazes blog related to the FON project:

“If anyone can do it, it´s them. (I guess Google and Skype felt the same when they invested…) We think, teaming up with FON was the most logical thing to do and we are excited of the things to come.”

And Martin on his blog:

“Moreover, I have accepted to be on Plazes´ advisory board and Felix in ours. I am disclosing this so the WSJ does not give me a hard time for blogging that Plazes is great while I am on their board. But hey, I thought Plazes was great before joining their board…that does count?”

For FON it’s one more way to get Plazes know-how on board and link indirectly to Google and Skype and for Plazes, apart from having Martin on board (!), it’s going to empower their reach significantly in urban (shared) wi-fi zones… Gosh, I can’t wait to have the plazes client on my mobile and start playing with that!

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3GSM Afterwrap

It took me a couple of days to be able to digest the whole event with it’s many cocktails and parties surrounding. The best part for me were the many wonderfull people I met behind the companies, projects and blogs.

Apart from the fact that (finally) more people start noticing that there are nearly NO women working in mobile – just check for yourself here, there weren’t nearly NO American carriers or European operators present at 3GSM. Does this mean they will concentrate again on their core business or wasn’t there anything interesting to hype-up as mobile music did last year?

I haven’t seen any mindblowing stuff during the show, neither Yahoo or Google, but I noticed some interesting smaller projects and developments and there was some interesting news sometimes overlooked or who didn’t make it to the headlines…

Despite the enormous advertising effort of Motorola in the city (nearly no advertising boards were overlooked) not to be neglected as a mobile brand, none of their phones were mentioned in the Infosync’s Top Ten phones of the 3GSM Congress, the winner went to to the Sony Ericsson W950i, definately promising and mini-revolutionary design-wise but we’ll have to wait until Q3 of 2006 to see it on the market.

We could notice that (obviously) Microsoft is putting all its efforts to keep track with the pace of other mobile OS but to me the real leap ahead comes from Symbian. Last year still in a somehow hesitating position, it becomes clear that Symbian is the way to go to operate smart mobile devices. The anouncement of Nokia and Vodafone to work together to increase the use of S60 as a standard software platform is very significant.

Next to DoCoMo‘s stand, S60 stand was one of my favourites. David showed me one of the most compelling prototype demo’s I have seen during the event: Music Guru, a conceptual prototype of a next generation 3G/PC music player, developed jointly by Vodafone Group R&D, MusicStrands and Adobe, promises anything you could ever imagine of social music projects such as last.fm or Pandora going mobile.

One of my personal favourites stays Minfizz who now created their Minifizz Popp’s, a beautifully designed avatar & looks builder for teenage girls to create their own avatars (mobile) online and save it as a wallpaper on their phone; on top including the possibility to create small blog-diaries to add emotional value to their avatars. The wet dream business model for operators?

But the demo I have been expecting for months now came from Berliner connection Markus Angermeier who showed me how powerfull Plazes will be on the mobile. For the insiders, some screenshots can be found on Felix Petersen’s Flickr stream.

(through Fred Bornholz blog)

And then the people! Mobile Sunday was so much fun and a perfect aperitif to what was yet to come. Some pictures can be found at Martin’s blog. The Mobilists gathering was too short for me to talk to everybody I would have liked to, so I suggest next time we’ll make it a longer event ;-) There seem to be quite some pictures of the evening circulating online, if you have some please suggest your link here so we can all share them. A nice photoshoot session of the evening has been uploaded to Flickr by Josep Ganyet. Thanks to all the mobilists and invitees for coming, I had a great time, I hope you had one too. And thanks also to Kelly Goto, Lisa and the people from Gotomedia for supporting this event. Many thanks to Russell Buckley for his continuous support of the gathering idea.

And final note to the best moblogger in town: without no doubt Kosmar, just check for yourself his impressive and most original collection of his 3GSM impressions here.

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(Oliver, Markus me and Stuart)

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m-trends.org at 3GSM

During 3GSM I will not blog but for a change I will moblog my impressions at gotomobile. You can preview some shots I took today of the 3GSM entrance – in case you missed the exit! Thanks to Jeffrey, I will be able to send all my pictures I upload during the event, nicely tagged in the Life section of the blog.

For the real geeks who don’t want to miss who’s attending Mobile Sunday Barcelona or what’s happening at the Gathering Of The Mobilists, a 3GSM Life rss feed has been created for the people, collegues and friends who couldn’t make it this time to the event but still want to get a kind-of live coverage feeling.

Please do not apply anymore for tickets for the gathering on Tuesday, we’re fully booked and I’m not checking mails anymore. As Russell pointed out today:

“But we’re now full up, so you can stop applying and let Rudy get on with his day job. It promises to be THE unofficial party party, so you’re going to be kicking yourself for not applying for a ticket earlier.”

PS: for a second I thought about a nice gimmick: subscribing to world-tracker could have been fun for people wanting to track where I am or want to get in touch with me, unfortunately its’ not (yet) available in Spain. Come back next year to 3GSM and you’ll see a new trend noticed here ;-) With a bit of luck you can check where I am when I’ll have my laptop with me to geotag some new plazes

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