Mobile Marketing, the O2 Active Portal, Decktrade, m:metrics and the MMA: The Mobile 2.0 Analyst out now

by: admin Tuesday, January 22nd, 2008

Rating: BKI’s publication The Mobile 2.0 Analyst is out now. Here are the highlights.
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Mobile marketing - why it’s so hard to make it happen
No matter what the premise – whether mobile advertising in the case of the likes of JumpTap and Medio Systems, or more innovative and immediate clever bundling and response to what customers do in real-time as promised by Pontis – any company working within operators to up ARPU faces some tough challenges indeed. These range from a lack of scale to poor content, their customers being acquired by larger operators and piecemeal deployments.

Music is making itself heard on mobile, but it’s a faint echo
M:Metrics has just published figures concerning the growing audience for music via mobile. However, closer investigation of the figures makes less encouraging reading and they are set against the backdrop of EMI, the world’s third largest record company getting rid of one third of its staff and scrapping multi-million pound advances to its top artists. Can mobile save the music industry or is it all over for the industry as we know it?

UK Operator O2 changes O2 Active, but it isn’t enough
O2 has redesigned its mobile portal to make it more attractive. It does look more appealing, but the downside is that it has failed to accommodate or shape the way users navigate. Even worse, it has made several fundamental design errors. How hard can it be?

Running a mobile advertising campaign with Decktrade
It is a common belief that text ads are more popular than banner ads online, but this is not necessarily the case for mobile. Mobile is a new medium and analysis of our USD50 Decktrade campaign found that a creative (graphic banner ad) achieves a greater click-through rate than a text link. A great deal of thought has gone into Decktrade, making the set-up fantastically easy (part from payment), but the reporting leaves much to be desired.

Are Western Europe’s consumers ready for mobile marketing?
The Mobile Marketing Association (MMA) has just announced the results of its inaugural Mobile Attitude and Usage Study for five markets in Western Europe. The study surveyed 1,535 participants in the UK, Germany, Italy, France and Spain. The MMA claims that it “provides actionable insights into the region’s consumer mobile usage by demographic group and awareness”.
Here are the key findings, followed by BKI’s observations.