Mobile User and Abuser

It’s a well know fact: I break technology. I don’t really think that I’m breaking all things electronic, but rather, I think that I am testing them to the limits. Unfortunately, this usually renders all things mechanical that I handle useless and otherwise broken. Last week, for the fifth time in my entire cell phone life, my cell phone leaped from my hands and went crashing to the ground. This tragic act of cellular suicide triggered a thought—is it time to upgrade to an iPhone or Blackberry?

From my understanding, cellular phone usage is increasing, especially with the rise of wireless technology—specifically applications (apps). My issue is and always has been how connected to “the world” do I want to be? Currently, my phone plan is basic. I don’t text, I don’t surf the Internet, and I have no apps. Although economical, it’s not the best for my social life or connecting to the world around me. So why should I make the next technological step into the 21st century with an iPhone or Blackberry?

According to Did You Know 4.0, a popular YouTube video, there are over one trillion pages, in the last five years, online readership has grown thirty million readers, and sites like Twitter, YouTube, and Facebook are social media phenomena. However, cell phones, iPhone, Blackberries, and various other Internet providing phones, are allowing people to become more connected with one another, the world, and with brands and advertising messages. It is even predicted that by next year (2010), the cell phones will be the primary communication and connection tool to the Internet.

My joining the Mobile media trend surely in, but I think I’m up for the challenge not only as an advertiser, but also as a consumer. I am excited to view the world in a different way with knowledge, information, and Internet connection at my fingertips. I can’t wait to interact with applications, social networking, and more importantly what new innovations advertisers are producing to adapt to market trends and meet the needs of a growing mobile and Internet savvy audience.

Let’s hope that my new cell phones, regardless of its brand or capabilities, stays intact and away from my mobile misfortune. More to come on this topic.

References

http://www.fastcompany.com/blog/cliff-kuang/design-innovation/infographic-day-what-cellphone-provider-best-you
http://www.youtube.com/watch?v=6ILQrUrEWe8
http://www.apple.com/iphone/?cid=OAS-US-DOMAINS-iphone.com
http://www.blackberry.com/

There's No Such Thing As A Free Concert

Two weeks ago, one of my friends invited me to go with her to the Summer Krush tour featuring Dierks Bentley. The show was “free,” and I use the term loosely, as the old adage says—there’s no such thing as a free lunch, and like lunch, this show was not really free.

Sponsored by Samsung and AT&T, the show was scheduled to begin around 8pm. However, the show time came and went, and the only visible activities were the continuous looping of a Samsung Jack commercial on overhead monitors, and an on-stage screen that projected text messages of concert-goers (most to the tune of “I heart Dierks” and “Hi Mom!”). When the MC finally arrived on stage, he chose two random numbers who had texted the screen to win prizes—one person won a Samsung Jack, and the other a Summer Krush electric guitar. Then, Dierks took the stage, and put on a great show.

I think that offering a free concert series is a really innovative way for advertisers, in this case Samsung and AT&T, to bring together a large group of targeted consumers (I estimate Caucasian females between 14 and 30 years old who like country music) and inundate them with a targeted message—in this case, the messaging described the “coolness” of the Samsung Jack, and its text messaging/email/Internet features.

Not only is it a great way to interact with consumers thus strengthening the relationship with them (read: face time with potential buyers), but as a targeted consumer, I am more receptive to listening to their message...especially if there's no hard cost for me. While I do not intend to purchase a Samsung Jack any time soon, I like that Samsung and AT&T are not only reaching out to consumers and becoming more accessible in the marketplace, but also are trying a new strategy to reach consumers that I've never experienced before.

References:

http://www.samsungsummerkrush.com/atlanta.asp
http://www.dierks.com/
http://www.samsung.com/us/
http://pages.samsung.com/ca/jack/eng/

The Mobile Universe

Mediaweek.com recently reported on a study on mobile media. Conducted by Universal McCann, the study found “that one out of every seven minutes of media consumption today takes place via mobile devices.” Currently, there are an estimated 19 million mobile web users and that number is expected to grow 60% in the next two years.

According to the study, respondents used their mobile devices to fill downtime (95%), at work (82%), while shopping (81%), at home (80%), and commuting to work (65%). Mobile users are currently searching for maps/directions (73%), social networking sites (55%), and news/information (44%). In addition, users are following brands across advertising media (55%), and been driven mobile to and from other media (56% and 42% respectively). Mobile users are particularly aware of mobile advertising with users taking action on mobile ads (38%), sharing information (30%), and influencing a purchase decision (22%).

So, those response statistics are great, but what does all of this mean?

It means that the mobile channel is definitely one that advertisers should be aware of a concept it as a new and separate medium that is able to reach consumers on the go, wherever they go. One really interesting mobile application is from a Layar, Dutch company that layering database information onto a live video feed.




Just imagine the opportunities—consumers can actually visualize on their mobile device what’s around them and take action based on their location.

As consumers want to their mobile devices to do more, companies must adapt their advertising strategies to include mobile media. I think that the real challenge for advertisers is the integration of marketing efforts across mediums, and consumers' responses to such efforts.

References:

http://www.mediaweek.com/mw/content_display/news/media-agencies-research/e3i0c7b757cfdc666c21cec6dbce37d5151
http://greenmonk.net/i-wish-i-were-a-software-developer/