Interesting Nielsen report on the relative use and growth of the internet and cell phone.
One of the key points: “Instead of a $20,000 threshold [GDP which is the 50% threshold for internet connectivity], in many countries mobile phone penetration exceeds 50% with a per capita GDP as low as $5,000. In middle income countries such as Russia and Saudi Arabia, mobile phone penetration rates are even higher than those of more advanced economies such as the U.S. and Canada because mobile is an affordable, accessible alternative to the Internet. Altogether, the analysis on every dimension suggests that mobile communication is a truly disruptive phenomenon, acting on a global scale.”
From Venkatsh Bala, "Going Global Means Going Mobile in Emerging Markets," NielsenWire, April 17, 2010
Showing posts with label mobile devices. Show all posts
Showing posts with label mobile devices. Show all posts
Thursday, August 19, 2010
Friday, May 16, 2008
US Lags In Mobile Marketing
The trajectories are all headed in the right direction.
-Dag Olav Norem, a senior analyst with M:Metrics
In Erik Sass, "Mobile Banner Ads Have Same Brand Recall As TV Spots," Mediapost's Media Daily News, May 15, 2008.
When it comes to marketing via mobile phones, Norem noted that the US lags far behind other parts of the world in terms of penetration by mobile marketing. While 20% of U.S. mobile users receive an SMS marketing message at least once a month, versus 75% in Europe. But, he argued, there is also an "opposite correlation between penetration and response rates": Of people receiving SMS marketing messages in Europe, 4.9% respond, compared with 12.4% in the U.S. Maybe that's because Europeans have become used to getting the messages and are therefore more annoyed with them than the Americans are (so far).
-Dag Olav Norem, a senior analyst with M:Metrics
In Erik Sass, "Mobile Banner Ads Have Same Brand Recall As TV Spots," Mediapost's Media Daily News, May 15, 2008.
When it comes to marketing via mobile phones, Norem noted that the US lags far behind other parts of the world in terms of penetration by mobile marketing. While 20% of U.S. mobile users receive an SMS marketing message at least once a month, versus 75% in Europe. But, he argued, there is also an "opposite correlation between penetration and response rates": Of people receiving SMS marketing messages in Europe, 4.9% respond, compared with 12.4% in the U.S. Maybe that's because Europeans have become used to getting the messages and are therefore more annoyed with them than the Americans are (so far).
Monday, May 12, 2008
The Struggle Over Kids, Mobile Devices, and Regulation
Kids are usually more facile and fearless with technology than their parents -- quick to click first and ask questions later. A mobile phone that gives them easy access to content and purchasing power makes them easy prey for aggressive marketers.
-Jonathan Liebowitz, Federal Trade Commissioner
Speaking at the start of a two-day FTC forum on mobile devices, Liebowitz said the FTC intends to take enforcement action agtainst deceptive or unfair content offers. "As an example, Mr. Leibowitz pointed to SMS text-messaging offers from marketers that do not clearly disclose the costs for using the service." Activists are pushing for regulations to put companies on notice that mobile devices will not be vehicles for fraud. By contrast, marketing and media executives seem to be worried that, as with other media, specific concern about children might be merely the easiest way to legitimate regulation of advertising on mobile devices. They argue that the FTC should hold off from any rules until it is clear that problems are emerging. "The mobile market is finally becoming a platform for commercial services," they say, and regulations will hinder its development.
In Ira Teinowitz, "FTC on Watch Against Wireless Ripoffs," Advertising Age, May 7, 2008
-Jonathan Liebowitz, Federal Trade Commissioner
Speaking at the start of a two-day FTC forum on mobile devices, Liebowitz said the FTC intends to take enforcement action agtainst deceptive or unfair content offers. "As an example, Mr. Leibowitz pointed to SMS text-messaging offers from marketers that do not clearly disclose the costs for using the service." Activists are pushing for regulations to put companies on notice that mobile devices will not be vehicles for fraud. By contrast, marketing and media executives seem to be worried that, as with other media, specific concern about children might be merely the easiest way to legitimate regulation of advertising on mobile devices. They argue that the FTC should hold off from any rules until it is clear that problems are emerging. "The mobile market is finally becoming a platform for commercial services," they say, and regulations will hinder its development.
In Ira Teinowitz, "FTC on Watch Against Wireless Ripoffs," Advertising Age, May 7, 2008
Thursday, May 8, 2008
The Microsoft-Google Competition Going Forward
They are the company that is going to have more influence and more control over the structure of the world information industry than any other. The right way to think about Google is they are the next Microsoft.
-David B. Yoffie, Professor, Harvard Business School
Yoffie was responding to questions about the competitive environment that Microsoft confronts, particularly in view of its inability, so far, to purchase Yahoo. Articles in the wake of collapsed deal noted various observers' understandings of the media world going forward and Microsoft's options within it. Some wonder whether it is in Microsoft's best interest to pursue online advertising in the ways Google is doing. They suggest that Microsoft might best compete by providing firms with the networks and techologies to post ads across a variety of platforms. Observers also note Google's complex and shrewd role in scuttling the Microsoft-Yahoo deal.
In Miguel Helft, "Google Ends Microsoft’s Yahoo Search," New York Times, May 6, 2008.
See also Peter Whorisky, "Failed Yahoo talks Leaves Google on Top," Washington Post, May 6, 2008; and Elizabeth Montalbano, "Microsoft Should Sideline Search, Focus on Strengths," The Industry Standard, May 5, 2008.
-David B. Yoffie, Professor, Harvard Business School
Yoffie was responding to questions about the competitive environment that Microsoft confronts, particularly in view of its inability, so far, to purchase Yahoo. Articles in the wake of collapsed deal noted various observers' understandings of the media world going forward and Microsoft's options within it. Some wonder whether it is in Microsoft's best interest to pursue online advertising in the ways Google is doing. They suggest that Microsoft might best compete by providing firms with the networks and techologies to post ads across a variety of platforms. Observers also note Google's complex and shrewd role in scuttling the Microsoft-Yahoo deal.
In Miguel Helft, "Google Ends Microsoft’s Yahoo Search," New York Times, May 6, 2008.
See also Peter Whorisky, "Failed Yahoo talks Leaves Google on Top," Washington Post, May 6, 2008; and Elizabeth Montalbano, "Microsoft Should Sideline Search, Focus on Strengths," The Industry Standard, May 5, 2008.
Advocates Urge FTC to Take Proactive Stance on Mobile Marketing
Privacy advocates are concerned that it could be misused. It's the 'Minority Report' paranoia.
-D. Reed Freeman, a partner with the law firm Kelley Drye & Warren and a former staff attorney in the FTC's Bureau of Consumer Protection
He was referring to a complaint that the Center for Digital Democracy and the U.S. Public Interest Research Group filed with the Federal Trade Commission. The purpose of the complaint is to force the FTC to begin to set rules about how much and how marketers can track people's actions on their cell phones and other mobile devices. Of course, the advocacy groups would disagree that their actions are paranoia. "We're filing a complaint to force the FTC to take a proactive stance," said Jeff Chester, executive direct of the Center for Digital Democracy. He noted that mobile ad companies "incorporate the same problematic business practices that we witnessed with PC-based broadband marketing, including behavioral targeting and profiling techniques--except that this time they know your location."
In Wendy Davis, "Groups Complain To FTC About Mobile Marketing," Online Media Daily, May 6, 2008.
It might be added that, contrary to Freeman's statement, the marketing activities in Minority Report are treated rather gently, even humorously, compared to the government surveillance in the movie. Steven Spielberg, the director, was using the marketing scenes to provide product placement for The Gap and other firms.
-D. Reed Freeman, a partner with the law firm Kelley Drye & Warren and a former staff attorney in the FTC's Bureau of Consumer Protection
He was referring to a complaint that the Center for Digital Democracy and the U.S. Public Interest Research Group filed with the Federal Trade Commission. The purpose of the complaint is to force the FTC to begin to set rules about how much and how marketers can track people's actions on their cell phones and other mobile devices. Of course, the advocacy groups would disagree that their actions are paranoia. "We're filing a complaint to force the FTC to take a proactive stance," said Jeff Chester, executive direct of the Center for Digital Democracy. He noted that mobile ad companies "incorporate the same problematic business practices that we witnessed with PC-based broadband marketing, including behavioral targeting and profiling techniques--except that this time they know your location."
In Wendy Davis, "Groups Complain To FTC About Mobile Marketing," Online Media Daily, May 6, 2008.
It might be added that, contrary to Freeman's statement, the marketing activities in Minority Report are treated rather gently, even humorously, compared to the government surveillance in the movie. Steven Spielberg, the director, was using the marketing scenes to provide product placement for The Gap and other firms.
Tuesday, May 6, 2008
The Big Challenge Facing Cable Firms
[C]able operators are virtually barricading themselves in the home and seemingly ignoring the importance of participating in the wireless explosion.
-Diane Mermigas, Media Daily News columnist
She points out that the "telecoms"--Verizon and ATT--recognize that mobile is the growth area and so are selling a "quadruple play": home-based television, in-home internet service, in-home phone service (via the internet) and outdoor mobile capability. Time Warner Cable, Comcast, and other cable firms at present sell a "triple play," which means that they have not yet positioned themselves to benefit from the advertising money that will stream to the mobile phone. The cable firms are only now realizing that they must act in this direction, Mermigas notes. Even if they get their act together, the competition among these firms around the home and outside it (including in stores) will be intense.
In Diane Mermigas, "Tech Slowdown: Cable Giants Still Wireless," Mediapost's Media Daily News, May 2, 2008.
-Diane Mermigas, Media Daily News columnist
She points out that the "telecoms"--Verizon and ATT--recognize that mobile is the growth area and so are selling a "quadruple play": home-based television, in-home internet service, in-home phone service (via the internet) and outdoor mobile capability. Time Warner Cable, Comcast, and other cable firms at present sell a "triple play," which means that they have not yet positioned themselves to benefit from the advertising money that will stream to the mobile phone. The cable firms are only now realizing that they must act in this direction, Mermigas notes. Even if they get their act together, the competition among these firms around the home and outside it (including in stores) will be intense.
In Diane Mermigas, "Tech Slowdown: Cable Giants Still Wireless," Mediapost's Media Daily News, May 2, 2008.
Thursday, May 1, 2008
Personalization Gets Increasingly Sophisticated
Personalization is actually a great idea but it should be done in a way that doesn't require detailed data collection [about an individual].
-Marc Rotenberg, executive director of the Electronic Privacy Information Center
Rotenberg's quote stands in somber counterpoint in this article to the increasingly sophisticated activities that it shows marketers developing to predict people's behaviors in the digital media sphere. For example, "Microsoft recently filed a patent application that would use offline data such as credit-card transactions, estimated physical location (from cell-phone towers), and TV viewing habits to serve you a customized ad the next time you go online." And ComScore uses "'biometric signature' profiling to match the keystrokes and mouse-click patterns of different users on a single computer. The idea here is to get beyond the gadget to the individual user who touches it." Some of these data can be linked to cookies that are disassociated from people's names, so marketers can argue that they don't know specific names and addresses of individuals and are therefore not intruding on their personal privacy. But names, addresses and other so-called personal information increasingly are no longer necessary for marketers (and governments) to discover the kinds of information that have led people not to want to give out their private data. Without accessing personally identifiable information, marketers can still create highly specific profiles that allow them to discriminate against certain people--selectively providing them with ads, discounts, entertainment and news based on labels that the people don't know are used to categorize them and with which they might not agree.
In Ben Kunz, "The Real Threat to Google," BusinessWeek, April 29, 2008.
-Marc Rotenberg, executive director of the Electronic Privacy Information Center
Rotenberg's quote stands in somber counterpoint in this article to the increasingly sophisticated activities that it shows marketers developing to predict people's behaviors in the digital media sphere. For example, "Microsoft recently filed a patent application that would use offline data such as credit-card transactions, estimated physical location (from cell-phone towers), and TV viewing habits to serve you a customized ad the next time you go online." And ComScore uses "'biometric signature' profiling to match the keystrokes and mouse-click patterns of different users on a single computer. The idea here is to get beyond the gadget to the individual user who touches it." Some of these data can be linked to cookies that are disassociated from people's names, so marketers can argue that they don't know specific names and addresses of individuals and are therefore not intruding on their personal privacy. But names, addresses and other so-called personal information increasingly are no longer necessary for marketers (and governments) to discover the kinds of information that have led people not to want to give out their private data. Without accessing personally identifiable information, marketers can still create highly specific profiles that allow them to discriminate against certain people--selectively providing them with ads, discounts, entertainment and news based on labels that the people don't know are used to categorize them and with which they might not agree.
In Ben Kunz, "The Real Threat to Google," BusinessWeek, April 29, 2008.
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