B&T - Which mobile technologies will deliver for advertisers?

Sorry for the long gap between posts - experiencing a very busy period in the lead-up to the end of the financial year. So time to catch up on some older published articles ...

First is this feature for B&T looking at the evolution of mobile phone marketing. While mobile phones undoubtedly hold great promise as a marketing medium, few companies have yet to take a plunge in a meaningful way. Many are still coming to grips with the various attributes and capabilities that mobile handsets offer, and have particular difficulty determining where and when to use them. This article was an attempt to put some clarity around what a phone can offer to an advertisers, and you can check it out by clicking here.

Comments

[CHRIS SIMON]

Hey Brad
I think you might already be well aware of my POV on this past piece I read in that mag!
How come the Editor of B&T insists on you publishing stuff that's dated before publication? Two important update days were WEDNESDAY 28 MAY and THURSDAY 29 MAY at Mobile Content World! But, well before this, you couldn't really split technologies like SMS, MMS, SEARCH and MOB TV! They already combined in The Mobile Internet as push thru WAP and BLUETOOTH, simply becoming a wider mass 'WI' and The Mobile Internet is already the regular internet! There's no such thing in real integration of mobile and online audiences as a regular internet, which is now a traditional mass media base. The Mobile Internet has been alive and strong for two years in Australia and is growing daily and exponentially worldwide! The Mobile Internet is all around us and is not just about browsing on the phone, but downloading and uploading 'with' the phone. The Mobile Internet is making the browser apps and information different. It will not just be online media, games and social networks migrating across forever! Or just watching long or short form mobile television! Watch this space! Because of The Mobile Internet, the (regular) Internet is facilitating movement of millions of mobile content each and every day, (NOW) with mobile operators worldwide and very often on their integrated internet activities, which is The Mobile Internet for goodness sake! Whoever told you to mark up and separate these into little schoolboy tests for SMS, MMS, WAP, MOBTV, SEARCH, BLUETOOTH shows a very, very late early adopter "I don't really understand" mentality, which can erode industries with the wrong information!
These 'separate technologies' already combined a long time before your feature; on and off deck and already meant THE MOBILE INTERNET! The tools to get your site or-most importantly-COMPONENTS of CONTENT of your site "in the hands" of consumers has been a user experience for coming up to two years in Australia and for about four years in many far faster growing countries-where Broadband is also a million miles in front, certainly in consumer pricing! And then there's the communities like Moko…
I mean Loop, the business behind this, is a dotmobi business, because that is its very successful business! And if you ask other brilliant communities like MySpace, I think you'll find they agree that it's a bit more than just browsing on a phone and has a lot to do with the phone-online combined experience, which I and many others have been calling The Mobile Internet for years!
Components of everyday online content of the last two years can be TV, search, SMS, MMS, WAP, Bluetooth and just wider "WI" experiences that really don't need B&T's diploma or bootcamp marking systems!
I'm so sad that your B&T Feature is already dated, as of before it went to press.
Check Mobile TV UK the last 4 years Brad and see where it failed and where it came back. See how exactly the same statements, separating the technologies and trying to LABEL technologies like Bluetooth, WAP, MMS, SMS, as they were relabelling themselves or migrating into new technologies, eroded and confused!
Please don't let yourself be bullied into doing exactly what you're told to do by Editors who really are "out of touch" and seem to want to mark everything out of ten like a school kid’s paper! And please accept a fact:
This articulate opinion is shared by many who make the technologies, distribute the technologies and use the technologies……
But, as always, I support the authority and information across most of what you normally ever write! Cheers, Chris-Bracket Boys.