Archive for January, 2009

Car Makers Turn To Mobile Marketing

Car manufacturers see the benefit of mobile marketing, if it’s more than just banner ads. BMW has signed up Artificial Life to produce BMW Z4—An Expression of Joy, a marketing effort for the BMW Z4 Roadster on the iPhone and iPod touch. Players will be able to customize and drive the car in the 3D game, and use the tire tracks to create drawings. Meanwhile, Ford is running a grassroots campaign for its Ford Flex vehicle, which will target “a multicultural demographic in barber shops and beauty salons”. It has signed Real Content Group to use its branded mobile phone text channels (uVIP Text Channels) and event and retail based mobile kiosks (bCODE) to “turn neighborhood barber shops and salons into a major automotive marketing destination”. The ultimate goal is to let Ford build a mobile database of current and potential customers who they can offer exclusive lifestyle benefits to, and ultimately get to buy a Ford Flex says reports.

Indian automakers too are realising slowly the power of mobile marketing. They have started using invertising options and are also working towards releasing their own mobile portals for attracting consumers on the go.

January 30th, 2009

iPhone 3G Increased Revenue, Hurt Profits of AT&T

Declines in AT&T’s fourth-quarter income show the company was both helped and hurt by the iPhone 3G, the subsidies for which cut into profits despite bringing in the majority of new subscribers and boosting revenue.

AT&T said that new customers accounted for about 40% of iPhone activations. With the device’s average revenue per subscriber 1.6 times higher than for the company’s other devices, the iPhone continues to deliver significantly higher ARPU and lower churn than the company’s other postpaid subscribers.

Overall, the company saw a 3.9% ARPU growth in its postpaid wireless segment, to $59.59. Postpaid data ARPU grew 35.7% compared to the year-earlier period.

Despite rosy figures in its wireless segment, the company’s wireline segment posted ongoing declines. Thus, despite the growth in its largest segment, AT&T’s guidance for 2009 reflects difficult macroeconomic conditions. The company said it expects growth to be in the single digits over the next year and plans to cut annual capital expenditures by 10% to 15%.

In India however, iPhone has still not been adopted by most as in absence of 3G, its just a device for show-off. Most people who carry iPhone also own another phone for recieving calls as many a times it has been seen that there are multiple missed calls when they keep iPhone for recieving calls. Even when 3G deployment completes in India (which it self is a distant dream as of today), I feel iPhone will loose its sheen by then. Hence Indian operators may never face such a situation.

(Excerpts from Wireless Week)

January 29th, 2009

AT&T’s femtocell 3G MicroCell

Rumours say AT&T 3G MicroCell should provide up to 5,000 square feet of 3G coverage in a home or small office.

January 28th, 2009

National Do Not Call finally being accepted in India

NDNC was applied in India last year but a recent survey by a prominent news paper here showed that more than 50% people in the country were unaware of any such directory.

Slowly people are seeing increased promotion of the same. Operators and MVNOs are also taking new measures to promote the same on directive by Telecom Regulatory Authority of India (TRAI). From February first week, all unsolicited calls and SMSes will be barred right at originating servers by respective operator/ MVNO. Hopefully, now people will be able to have more peaceful mobile experience.

January 27th, 2009

Recession and Mobile

The global recession seems to hitting the mobile handset market hard, as the biggest supplier in the market, Nokia, sees sales plunge.

January 23rd, 2009

Movies go mobile…

Blockbuster has announced plans to allow users to stream and download movies to a variety of devices including mobile phones.

1 comment January 20th, 2009

Mobile Advertising more compelling Now then Ever Before

Worldwide economic recession is impacting all parts of the advertising ecosystem. Total advertising budgets have been reduced and advertisers are therefore challenged to launch successful campaigns with lower budgets.

The global economic climate has also affected consumers, who are more aware than ever of their communication spending and are trying to shrink their monthly expenditures.

Current challenging economic realities actually make mobile advertising more compelling than before. Even though advertising budgets in general are being reduced, it remains a necessity for consumer brands.

With brands seeking media channels that can provide a better return on the advertising budget and eager to invest more of their budget in measurable campaigns, marketers and advertisers are starting to realize the extraordinary value and effectiveness of mobile advertising.

Mobile advertising has following strengths:

Targeting: Mobile advertising systems offer the advertiser the ability to target a campaign only to users who will find it most relevant and valuable, and therefore are highly likely to respond to it by clicking or purchasing.

According to Chetan Sharma, author of “Mobile Advertising: Super Charge Your Brand in the Exploding Wireless Market,” while the typical click-through rate for an Internet banner is around 0.2 percent, a mobile banner ad’s click-through rate ranges from 3 percent to 6 percent and higher. Therefore, targeting is key in getting the best return on investment for advertisers.

Real-time analytics: Another advantage that only the mobile operator can offer the advertiser is the ability to measure the activity in real-time. It’s a known fact that consumer information can be extracted most (90%) by mobile then any other medium like Internet (10%) or Televison (1%).

For example, knowing how many and which users called to receive more information is valuable data that only the operator can provide.

Immediate call to action: Mobile devices encourage and facilitate immediate user response – such as click-to-call or reply by SMS – while interest is at its peak.

For example, the bluetooth enabled locations can trigger sending an ad for a business at a nearby location.

According to studies, average response time expected in e-mails is 48hrs. where as in case of Mobile marketing, its as low as 5 minutes.

Mobile ads good for subscribers
Unquestionably, in the current economic reality, mobile advertising can be good for advertisers. Fortunately, it is good for subscribers, too. How?

Users are willing to have advertising on their mobile, as long as it is relevant and can be controlled by them and lowers their communication expenditure.

Advertisers enjoy a better return on each advertising budgets that they invest through higher response rates and shorter ROI. That’s a recipe for success during any economic climate, and today’s economic reality makes it particularly compelling.

1 comment January 16th, 2009

Bluetooth marketing finally makes it to Japan and USA

The Bluetooth usage in broadcasting to mobiles and other wireless devices is beginning to increase in Japan and USA. It is mainly driven by game machines, in-vehicle devices and malls (in Los Angeles area in USA). Behind this development is that fact that Bluetooth has become a general-purpose technology, easily used by even those who know nothing about wireless communication. It’s already prooving beneficial for many mechants in India and Singapore who have deployed this technology for broadcasting advertising campaigns, coupons etc. directly to mobiles of on-premise customers. An example of the same is the fact that recently CellStrat was approached by an international retail company for the same as they are trying options for tapping the high paying customers travelling in premium trains all over India.

1 comment January 15th, 2009

BlackBerry Bold comes to relief

Recently I got my first BlackBerry the New BlackBerry Bold. Amazing device indeed. I feel now, BlackBerry is indispensable for anybody travelling frequently. Yesterday I went to International Airport here in Delhi, to drop my friends from US. To my amazement they were just carrying e-tkts confirmation numbers, innocent of the fact that security guards in Indian airports require printouts of the same too with details. Thankfully, I was able to convince the guards with e-mail for the same on my blackberry immediately. It got a sigh of relief for everybody.

I feel, I cannot live without my blackberry now…simply fabulous…

1 comment January 14th, 2009

Surge in smart phone sales and wireless internet usage

In wake of rising recession, a surge in wireless access of internet is being experienced by mobile video sites. Also, major traffic is coming from smartphones like Blackberries and iphone or itouch in wifi spots. Now, US mobile owneres will be able to view many TV channel broadcasts too on their mobile devices as per latest announcement by these channels.

2 comments January 10th, 2009

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