Summary of my Understanding Mobile Youth Workshop @ The Prepaid Mobile Summit IIR 22-25 September 2008 in Prague.
Note contains video not available on Powerpoint. MobileYouthNet to view on the street videos in full.
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Bango says it has seen a four-fold increase in the number of WAP transactions in the US over the last three months, as leading content providers including Gameloft and Dada Entertainment choose to sell their content using Bango’s mobile billing relationships with AT&T Mobility, Sprint Nextel and Virgin Mobile. This reflects a shift in the way mobile content is sold in the US, says Bango, with WAP billing gaining momentum as the industry realizes the mobile web delivers a superior and safer consumer experience.
Bango notes that content providers can now reach over 130 million US subscribers across all three major US operators using its billing platform. Mobile users can pay for content per download or as a subscription, charging it to their phone bills.
It notes also that key stakeholders in the mobile industry from operators and leading content providers to influential bodies such as the Mobile Marketing Association are supporting WAP billing for mobile content sales. WAP billing offers consumers a safe and transparent payment experience, says Bango. Customers can see the price and conditions of purchase before they click to pay.
“The shift to WAP browse and buy is a solid response to the recent claims of inappropriate charging of consumers,” says Bango SVP of Marketing, Anil Malhotra. “Content providers are adapting to these challenges by using WAP to deliver a clean, clear buying experience for the user. Their businesses also benefit from far low customer service costs and refund levels of less than 0.1%, compared to figures approaching 10-20% where content is purchased with Premium SMS (source: research firm iGillot).”
Massimiliano Pellegrini, CEO of Dada Entertainment, says the mobile web market is booming in the US.
“65% of all new phones purchased are now music-enabled,” says Pellegrini. “WAP billing offers an easy, seamless experience for our Dada.net consumers and fits in well with our overall mobile music strategy.”
And Jean-Sebastien Laverge, US D2C Manager at Gameloft, says that: “WAP billing provides a better consumer experience through its phone recognition system, a better user-flow and a clearer offer, all of which, increases consumer satisfaction and drives more volumes in our off-deck sales.”
There’s more information on Bango WAP billing in the US here.
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Research commissioned mobile marketing technology and services company Velti has found that 79% of UK consumers believe the growth of mobile advertising is inevitable. The survey, which polled more than 1,600 UK mobile phone users about their usage habits, showed that the majority of Britons are starting to accept that mobile marketing and advertising will continue to increase in popularity, but also laid down a clear message for any marketers hoping to make use of the medium: “We want something in return”.
The results of the study showed that, while 80% of UK adults surveyed initially said they did not wish to receive advertising on their mobile phones, 56% of all respondents agreed that they would support mobile marketing and advertising campaigns if it was on an opt-in basis and in exchange for incentives or rewards, ranging from cash, free minutes or relevant special offers from brands.
“This research clearly shows that although consumers expect mobile marketing and advertising to grow in popularity, brands using the medium to communicate with target groups will need to offer consumers added value to be successful,” says Velti CEO, Alex Moukas. “Learning how to incentivise and reward participants is key; consumers understand their value in the chain, so campaigns that fail to offer anything relevant or beneficial will, at best, be treated indifferently and at worst, create negative associations with the brand.”
According to the research, cash is king, with 50% of respondents admitting that hard currency is the key to securing their buy-in. Next on the consumers’ incentive wish list were free minutes, free texts or data, with 40% of respondents citing them as an attractive reward for receiving advertising or marketing messages. Finally, 22% of respondents viewed location-based services, such as local restaurant reviews, as a worthy exchange for mobile marketing communications.
Despite the fact that almost 60% of all respondents agreed that incentivised marketing and advertising campaigns were attractive, 55% of mobile users over 45 were adamant that nothing would encourage them to engage with mobile marketing. This was in contrast to only 29% of under 24s opposing the use of mobile as a commercial channel.
Mark Fallows, Director of Digital Content at McCann Erickson, find the results of the survey encouraging. He says:
“Mobile advertising and marketing has opened up a channel for brands looking to engage their consumers in a more contextually relevant manner. It’s exciting, as it forces agencies and clients to be very precise in the value we offer in exchange for consumers’ interaction. The fact that consumers are becoming increasingly open to mobile as an advertising and marketing medium is an encouraging and timely development.”
Velti and its mobile marketing agency Ansible, recently ran a campaign with Johnson & Johnson which engaged with pregnant women by asking them to text their due date to a shortcode. This allowed Johnson & Johnson to send the mothers-to-be only the most relevant information and offers corresponding to the exact stage of their pregnancy. The campaign also allowed mothers-to-be to join a mobile community contributing to a support network for pregnant women in their area. According to Velti, the campaign achieved a 94% retention rate over six months, with the expectant mums opting back in on a monthly basis.
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(TrendHunter.com) If you tend to think ahead of the curve when it comes to emerging songs and artists, Popcuts.com is the place where you can get paid to buy and download music.
Popcuts’ paid program basically rewards…
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Nokia has confirmed that the UK
will be the first market in the world to launch ‘Comes With Music’, the
handset maker’s music service which gives people a year of unlimited
access to the Nokia Music Store catalogue, with the ability to keep all
downloaded tracks even after the year is over.
Carphone Warehouse
will be the exclusive UK pre-pay channel offering the Nokia 5310
XpressMusic ‘Comes With Music’ edition handset. Carphone Warehouse is
accepting pre-orders here, starting today.
“We
believe that Comes With Music will transform the way people enjoy
music,” says Tero Ojanperä, Executive Vice President and Head of the
Nokia Entertainment and Communities business. “With unlimited music
access for a year, you can enjoy your favourite artists or delve into
new genres without having to worry about individual track or album
purchases.”
Andrew Harrison, UK CEO of The Carphone Warehouse, says
he expects the Nokia 5310 Comes With Music to be: “the gift for
Christmas and at the top of all shopping lists.”
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Facts ‘n’ Stats
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Yo it’s Youth Focused Marketing Groups all new world premiere super music video. Totaly extreme stuff directed by none other than us. Not that you could tell but totally indepandent 2! Teachers suck! myspace.com/YFMG
Author: CrashKickflip
Keywords: tony hawk extreme sports x-games yfmg youth focused marketing group bad ass awesome megatight crash kickflip tuff guy
Added: August 22, 2008
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Raised in the “always on” world of the Internet, on-demand and social media technologies, Generation Y has different expectations and media consumption behaviors than previous generations. This is… [[ This is a content summary only. Visit my website for full links, other content, and more! ]]
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(TrendHunter.com) With Simplify Media’s free app, iPhone users are no longer restricted to listening to just the songs they’ve synced from their computers. Anyone who’s ever owned an MP3 player is accustomed to being able…
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Building off of the success of peer music recommendation and micro-blogging sites, a new idea has entered the fray. Blip.fm is a simple idea that enables people to share what they are listening to and pair it with a short sub-150 character comment. Amongst the similar sites like Muxtape and Last.fm, Blip.fm has been dubbed the “Twitter for Music.” Users already enjoy a layout that badges power users and offers plenty of ways to track down others with similar music tastes. Simple keyboard controls and a scrolling list of “blips” aid an already straightforward website design. The site gives everyone the opportunity to feel like a DJ while keeping in touch with contacts through quick comments. It is important to note that Blip puts the burden of copyright violation on the users who upload music, but only time will tell how that defense works out.
[via crackunit.com]
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