Rating: wine, dine, great conversation and finally a demo
by Bena Roberts
They say the best way to a man’s heart is via his stomach. The best way to a woman’s hearts is via diamonds. But the best way to BKI Media/GoMo News heart is via excellent insightful conversation.
Last night I had a lovely dinner with Co Founder of white label mobile search company Medio Systems. I have met up with Brian Lent (the other Co-Founder) in the past and this was my first meeting with Luni.
Luni is a tech-geek with an overwhelming and obvious passion for Medio and mobile in general. His aims don’t stop at merely creating the killer mobile search application he aims to revolutionise the user experience as well. Unfortunately, I am unable to talk about these three new developments in this area. But what is clear is that Luni is a man with a mission.
At Medio he remains a key player within the company overseeing both marketing and technical roles. His opinions on search, advertising volumes and conquest of the European market often contradicted mine – but there’s no denying that Medio and Luni can convince the non-believer.
For example: I am a Long Tail hater. I have written about this with passion in the past and expressed concern that the Long Tail isn’t mobile because mobile youth are core users of mobile services what the “latest and greatest” services only. It’s not about finding what the middle aged mum wants but what the student can “show-off” virally…. hence the explosion in user generated mobile content and See Me TV style services. I still believe this but for the first time give way to the possibility that the Long Tail might be important on mobile by 2010 when other advances in technology, connectivity, recommendation and personalisation take over the arena.
Also, is advertising all about volume? Perhaps it is at the moment because we are experiencing a mobile advertising and marketing land-grab. If you can’t get it you have to fight for it and right now mobile advertising companies are following a tight agenda:
1. Create a WAP index
2. Advertise, advertise, advertise
3. Make it simple
These are of course obvious but it’s a fact that in the nascence of the mobile advertising marketing it’s also essential.
I found it in myself to complain to Luni about the lack of live demos that I had seen from Medio. He acted quickly and we left Le Boudin Blanc in Mayfair to go back to his hotel for a live demo. The last demo I had seen was from Brian Lent at CTIA and it was more focused on recommendation engines and services. I waited drinking tea in the lounge of the Park Lane Sheraton with Axicom’s James Wood and Lotti while Luni rushed to his room. He came back with a backpack filled with phones and a laptop.
I watched a video demo of all the latest services from Medio on Verizon and Cingular and experienced the voice search service (finally). Luni claimed that voice search even worked at bars and clubs – I smiled convincingly but find this very difficult to believe! But the voice search service was simple, fast and easy. What didn’t work was a live WAP connection (URGHH) but I did see the latest and greatest on device portal.
All in all; Medio is not only talking the talk the people in the company are also walking the walk. It’s still early days in mobile search and marketing and competitive pressures on the market are making mobile operators fiercer and adding price point pressure to service models. But despite this I believe that we will see some acquisition in mobile search space as niche smaller players focus on specific aspects of the search and advertising eco-system.
All in all, if you don’t know Medio Systems – you should do.
For more information on Medio for mobile operators and media companies please see:
JumpTap vs Medio Systems part one Mobile Search Analyst January 2007; Medio vs Jumptap on mobile advertising in May’s Mobile Advertising and Marketing Analyst and the sought after Medio vs Jumptap The User Experience (out in June and all ready pre-sold!!)