Today Yahoo! announced that it will be the exclusive provider of graphical ads for T-Mobile UK’s Web’n'Walk internet service. Web’N'Walk was introduced in 2005 as the first mobile internet experience with access to the entire web. Along the way it has also come to offer pre-paid users the freedom of unlimited mobile internet access. I had the pleasure of using it when I was in London late last year and it worked great, offering me unlimited HSDPA access on my Nokia N95 for 1GBP/day (T-Mobile now offers a 5-day pass for pay-as-you-go for 2.50GBP).

The Yahoo! partnership will enable UK advertisers the ability to directly target these users with contextual graphic ads, and should roll out in the first half of 2008. This is a big win for Yahoo! and its advertising departments against Google, who will not have access to these highly mobile customers.

Hopefully, eventually this will work to reduce the price of Web’n'Walk to consumers, though there was no mention of such plans in the press release.

I’ve been having a look at Celltick. I’m half sold on the concept, half deeply unimpressed. The concept, in a nutshell, is this: When you’re phone is not being used, Celltick’s software will float an advertisement across it.

Right.

My problem is that I like when my phone isn’t being used. I look at it to see what the time is. I don’t look at it for inspiration, challenges or entertainment. That all starts when I flick off the standby screen. In fact I’ve had more than a decade’s worth of experience of dismissing my phone’s standby screen whenever I want to ‘do’ something on it.

Can’t argue with the numbers though. They’ve apparently got over 38 million folk ‘connected’ to the service. Mysteriously, I’ve never, ever, ever seen it in use in the wild. And I do get around. Just, obviously not anywhere near their Portman Square headquarters as yet.

Link: Advertisers’ direct cellphone connection - International Herald Tribune

Celltick believes it has solved the problem of intrusiveness with a silent ticker that floats across the screen of a handset while it is not in use, a tactic that a few other companies are trying to exploit as well.

Celltick baits users with little bits of content, such as a news headline, stock quotes or games, on the screen of an idle phone. Two clicks, in some cases one, and the content arrives downloaded from the Internet.

Obviously you need some fairly enlightened mobile operators to run this with. It’s only in recent times that it’s been possible to buy a handset in the UK, walk out the shop with it and get it to connect to the internet without arsing about (and no doubt incurring stupid data rate charges too). And you also need some fairly decent mobile handsets. I’m willing to bet that half the handsets on sale in the UK aren’t compatible.

So I think good news and I think bad. I’ll err on the side of good and I’ll see if I can take a look at the LiveScreen service in the wild sometime soon.

Wapple.net has an updated service that allows advertisers to create mobile campaigns easily. Wapple uses a web-based editor to easily design mobile websites, in addition to being able to receive payments via mobile, SMS campaigns, and other mobile-based marketing.

For free, users can create a mobile website that can include polls, a webcam, and other neat features. Using the free version, you will have third-party ads delivered on your mobile site. They also offer several other packages, depending on what your needs are.

I really like the idea of companies making it as easy as possible for companies to create mobile-optimized sites easily. Even if most of it is junk, one of the many things that I’ve heard against the “mobile internet” is the lack of content and optimised sites.

James Burland’s sharp eye noticed that Nokia’s doing more product placement in movies these days. The latest is in JJ Abrams’ ‘Cloverfield’, set to debut soon. The trailer features a black Nokia N76, and a pink Nokia 7373 (from their 2nd Fashion Series).

Personally, this is something that I don’t think we see enough of, product placement in movies. It doesn’t need to be overt, but can be just showing a character using a device, that’s it. Typically whenever there’s a movie out with handsets, the forums go crazy with people clipping scenes to try to figure out what the device is.

If you want to see how product placement is done right, watch the U.S. version of The Office (I know, blasphemy, but hey, I’m in the States, and it’s not like I haven’t seen the UK version). The U.S. version has product placement all over the place, but you wouldn’t notice if you don’t watch the commercial breaks.

Do you think product placement is a good idea, or no? Obviously it’s a fine line between overt and not, but I think it can be done tastefully and without intrusion.

Link: SHKSPR.mobi: Bluetooth Spam from Coca-Cola

was quietly sat in a London restaurant when my phone bleeped into action. Would I like to receive a Bluetooth message from “Coca-Cola”.I was curious and I accepted the message

But what we all want to know, Terrence, was did you order a Coke as a result?

M:Metrics recently conducted a survey of 625 mobile phone users, trying to get a grasp on where mobile phone users are most receptive to ads on their mobiles. The study was commissioned by digital SIDEBAR, a company that specializes in mobile advertising and digital content.

The key purpose of the study was to determine what actions or events on a mobile would be optimal advertising opportunities. A few areas tested included before and after voice calls, data calls, or SMS/MMS, as well as on the home/idle screen. SIDEBAR also wanted to know what types of incentives would encourage consumers to sign up for mobile promotions.

Among the findings, the top 3 preferred actions or events were while the browser is loading a webpage, on the home screen, and after a completed phone call. I find this interesting, as those are mostly times when the consumer is not necessarily paying attention to the screen of their mobile (save for the browser). Also, the top 2 incentives were, not surprisingly, discounts on monthly bills and free minutes.

Personally, I would like to keep my phone clean of ads, it’s the last place that advertisers haven’t been able to break through. I don’t mind them when browsing the mobile web, but ads that are actually served up on my phone are not something I’d be open to, even for free minutes. What about you?

(Image Source: The Economist)

With all the hubbub over mobile ads growing, one has to wonder what’s to come of all the billboards all over the place. And what of other real-life advertising mediums? Enter Snaptell to save the day. Snaptell enables you to use your camera phone to get ad-related content on your mobile phone.

Using your phone’s camera, snap a picture of any ad - be it billboard, magazine, you name it. Send that pic as an MMS to Snaptell and then sit and wait a few moments. You’ll receive a response with cool content, typically videos, wallpapers, and WAP links. There is an online demo ad that you can use, or you can just go driving around. Supposedly it works with packaging, CDs, and DVDs, as well.

I think this is pretty neat, and a good way to get more mileage out of those physical ad campaigns. Leave a comment letting us know what you tried it on and how the experience was.

I suppose that’s good news. It sounds really low to me, but then, it’s a big country and, well, is it too much of a sweeping statement to say that most of the nation are carrying their 5 year old Motorola on their hip and possibly haven’t quite yet got to grips with text messaging?

Link: undefined

One in 20 Americans has participated in mobile marketing, while one in four US citizens are interested in mobile marketing, according to a survey by the Mobile Marketing Association (MMA). People aged 25 to 44 were the most likely to have experienced mobile marketing, with voting campaigns and sweepstake being the most common form of marketing in which they participated.

Always useful to keep updated about what’s moving in mobile location based advertising. Have a read of this overview piece from the Herald Tribune if it’s your bag…

Link: Wireless: Ads targeting cellphone’s location - International Herald Tribune

The growing acceptance of mobile advertising has prompted some operators to move a step further. The new frontier is location-based advertising, or direct marketing to a cellphone based on its physical location.

Random advertising and some location-based services for cellphones have existed for several years, but the meshing of the two is relatively untested and has some in the industry seeing a way, finally, to translate data on a user’s location into revenue.

Link: Text message service helps churches stay in touch with their members :: Inspire Magazine

Faced with falling attendance figures, churches are the latest organisations to jump on the SMS marketing bandwagon - thanks to a little help from Txttouch.

According to Leicester City Vineyard church leader Steve Barber, “Txttouch has been incredibly useful in keeping members of the church informed, whether it’s to remind them of a barbecue, or if we have to change a venue at short notice.

“I send on average two or three messages a month, especially if we are doing a one off event such as a party or a specific outreach, we have found that when reminded by text, people are more likely to attend.”

He added: ‘Text messaging is a quick and easy way to contact our entire church and it saves hours either on the phone or texting each individual separately leaving me with more time to focus on moving the church forward.”

And if that wasn’t exciting enough, Txttouch have also introduced something called the “Gabriel Communicator”, which sends out notices, song sheets, sermon notes, rotas, Bible readings and all sorts of other communication - via Bluetooth.

Txttouch MD, Nicholas Maguire, who has been involved in church leadership for nearly 15 years, said: “This is a culturally relevant way to contact people regardless of their age. The Communicator can be updated as often as churches need, so on a Saturday it can beam service times to people in the city centre and the next day it can be back in the church beaming notices to the congregation as they arrive.”

Hetty got this text sent to her the other day:

We are missing you… and would like to offer you an incentive to return. Show this ext and receive 20% off your next service.

In the world of high fashion, 20% off your hair cut is a pretty useful incentive when the total ’service’ cost can run into hundreds of pounds. (As apposed to the £8 special I used to get when I lived in Billericay… offer me 80p off and I’d have had to wonder why).

Hairdressers are routinely taking mobile phone numbers regularly when you phone to call for an appointment. Cobella in Selfridges (for instance) made me go through a 5 minute registration process, demanding my full name, address, occupation, mobile number… I expected to get a reminder for my hair appointment from them. No dice. Shame.

However I’m rather impressed at the Antony Laban salon who sent the above text to Hetty.

It’s not new, but it’s not all that prevalent, unfortunately. I would love to know just how effective this kind of marketing is for them.

If you’d like an appointment, by the way, they’re at www.antonylaban.com.

My pet gribe? The originator is an 0870 number… you can’t reply to it

Telemedia Magazine is on the hunt for wickedly cool crazy mobile content services.

Had a crazy idea for a mobile content service? Think it can make money? Want to share your warped genius with the world? Well here is the awards event for you.

Telemedia magazine continues to look for all those whacky, yet strangely viable content and service offerings for mobile — you know the ones: sound mad until you think about them some more and realize that, hey, this has legs.

But wait, there’s more…

What we are looking for are ideas for services, Beta tests of services or actual services that are up and running anywhere in the world that show some lateral thinking and that take full advantage of the unique attributes of mobile.
 
All entries will be judged by our expert panel, with the top ten being written up in Telemedia magazine and screened throughout the World Telemedia Prague event.  The winner will be announced at the event on Thursday 8th November
 
See last year’s winning Entry from Zonemedia here.

If you’d like more information or you’d like to enter, whack a note over to Paul (his email: paul [at] telemediamagazine.com before the 18th of October. You’ve got 10 days!

Link: HSBC ditches scheme for mobile ads via Bluetooth - ZDNet UK

HSBC has dropped plans to send advertising messages using Bluetooth technology to the mobile phones of people passing the bank’s branches.

The bank ran a trial of the technology earlier this year at its Regent Street and Canary Wharf branches in London. The system works by using a small box inside the branch that scans mobile phones to detect those with Bluetooth enabled.

I hate Bluetooth spam. There’s one at Waterloo train station that was constantly bugging me the other day. Every few minutes it’d try and send me a message, even though I’d said no previously.

HSBC are a little quiet on the full reason for dropping the plans - a spokesman said: “We did look at the results and it is not being taken forward. It didn’t prove commercially viable.”

And that could mean anything.. but I would assume some of it was down to people walking in the branch complaining!

Mobile marketing leader Mediaburst today announces that it has been selected by communications agency Multiply to provide text-to-win services for the new Twice as Fast Nurofen Express promotion. The nationwide campaign promotes Nurofen’s new Express product and Mediaburst’s mobile services complement traditional magazine and in-store advertising.

The campaign is the first to use the new unified shortcode system for UK and Republic of Ireland on-pack promotions.

Just like Nurofen Express, everything happens twice as fast in New York and all that shoppers need do to enter the free prize draw and stand a chance of winning one of two weekend breaks on offer to the Big Apple is text “Nurofen Express to 57782.” [standard text rates apply] Return flights, two nights in a luxury Manhatten hotel and a choice of pulse-pumping activities and distractions are included in the breaks.

“In this age of instant communications, mobile messaging is fast becoming the new point of sale and possibly the most effective way for a brand to engage with its publics in a personalised way,” says Emma McCafferty, account director at Multiply. “That means you need a trusted partner with the credentials to get the job done and in our book that means Mediaburst.”

Digital marketing technology provider DoubleClick have launched a new service aimed at companies who want to advertise on mobile sites.

The DoubleClick Mobile solution integrates the operational processes for scheduling, targeting, selecting and delivering
ads on mobile web pages with that of existing digital channels. As a result, media companies can now use DoubleClick¹s publisher solutions to sell and manage inventory across online display, rich media, video and mobile.

The integration of DoubleClick Mobile with DoubleClick’s DART for Publishers (DFP) platform means everyone involved in managing digital advertising campaigns — ad sales staff, ad operations staff, account managers, traffickers, metrics analysts, campaign specialists and others — can easily support mobile advertising responsibilities within their current role. Across roles and responsibilities in a publishing organisation, the familiar DART interface makes managing mobile campaigns as simple as managing any other type of campaign. For example traffickers upload mobile creatives, set the duration of mobile campaigns and designate targeting criteria much as they would for a rich media or display campaign.

“Publishers are starting to see mobile as an exciting revenue growth area as budgets move from experimental to mainstream. Our clients want to take on this opportunity and sell mobile display advertising directly,” said Ari
Paparo, DoubleClick’s vice president of rich media and emerging technologies. “As media companies begin to offer integrated digital ad packages to advertisers that include online display, rich media, video and mobile, everyone wins. The launch of DoubleClick Mobile marks an important step in bringing mobile into the mainstream digital advertising ecosystem.”

“Being the first organisation to implement DoubleClick Mobile, we believe that 2008 is going to be the year that monetising mobile channels through an ad-supported models becomes a strategic priority for our customers,” said Heleen van Oord, Managing Partner of DQ&A. “We’re excited by DoubleClick’s ability to couple their understanding of digital marketing
with the unique needs of mobile.”

Good news for Mobstar. They’ve done a deal with Danger, the folk behind the Danger mobile internet platform — known chiefly, I think I’m correct in saying, for being available on the uber popular Sidekick devices. Now and again I see Sidekicks here in London, but they’re ridiculously prevalent across America.

Mobstar have inked a relationship with Danger — they’re going to be creating a series of bespoke premium themes for the US market to begin with.

I’ve been really impressed with the quality of stuff I’ve been seeing coming from Mobstar recently.

Distributive Networks has launched the latest version of its mobile messaging platform, which is being leveraged successfully by US Presidential hopeful Senator Obama to provide its supporters with innovative mobile content and communications. Within just five days of the launch of Obama Mobile, supporters from every state in the union had participated via their mobile devices, according to

Distributive Networks, the Washington, DC-based company that built and operates the text-messaging platform and delivers all messages in partnership with leading wireless connectivity aggregator, SinglePoint. Together Distributive Networks and SinglePoint are able to quickly and efficiently deliver and report large-scale text message communications with potentially hundreds of thousands of Obama campaign supporters.

“Mobile communications are rapidly becoming a part of every facet of American life, so it is no surprise that they are now playing a vital role in the political arena,” said Kevin Bertram, CEO of Distributive Networks. “Obama for America immediately recognized the power of this medium, and it has been a pleasure to partner with them to execute a strategy that establishes their commitment to innovation and personalized communications. We look forward to continuing to help them demonstrate how powerful and efficient mobile can be.”

If the 2004 presidential campaigns was defined and transformed by the role of the Web, the 2008 campaign stands poised to be distinguished as the year candidates first capitalized on the power of mobile communications. Organizations of all types are increasingly recognizing the fact that the United States has more than 200 million mobile users who send more than 350 billion text messages each month. The Obama campaign quickly grasped the power of this communications channel and committed to using it for its optimal competitive advantage. Instant, interactive viewer feedback during the recent CNN/YouTube Debate highlights why.

“2008 is a new election and that means a new technology is needed to reach a targeted constituency,” said John Zogby, President and CEO of polling firm Zogby International. “Given the numbers and degree of enthusiasm for Senator Obama among young voters, text messaging provides a quick, efficient, and near universal means to keep in touch.”

To join the Obama Mobile campaign, simply text the word GO to OBAMA (62262) or register online at http://www.barackobama.com/mobile. Supporters can then receive news and updates on events, download campaign images and ringtones, and even provide their feedback or questions via text messaging.

As one example of the utility of the mobile solution, the campaign was able to alert its mobile supporters to the August 7th AFL-CIO Presidential Forum held at Soldier Field and broadcast on MSNBC, and to solicit their feedback and questions via text messages during and following the event. Supporter sent text messages providing commentary and asking specific questions about the Senator’s position on issues that were debated.

Experts have praised the Obama campaign for how robust and sophisticated its mobile solution is. In RCR Wireless, Jupiter Research analyst Julie Ask wrote, “Barack Obama is the clear leader among his peers in terms of leveraging the cellphone for his campaign.”

Just heard a rumour on the Bango forums (via the Mobile Monday London mailing list) that Monstermob have gone bust. If you’ve got any inside information (anonymous sources will be respected and kept so), drop me an email to alex (at) sms text news (dot) com

Monstermob goes bust. Only months after acquisition of Monstermob by LaNetro Zed, the UK arm of the company has gone into administration.
Rumours abound that LaNetro has asset stripped the UK company and left it with many debts, potentially to content providers and consumers who either supplied or pre-paid for content and that such creditors will claim that LaNetro fraudulently manipulated Monstermob - as shadow directors (from Spain) to enable them to put Monstermob’s woes in one place and cut loose.

Gazettes Online Link

Publication Date: Thursday, 16 August 2007
Notice Code: 2410 Appointment of Administrators

In the High Court of Justice (Chancery Division)
Birmingham District Registry No 4947 of 2007
MONSTERMOB LIMITED
(Company Number 03916609)
Nature of Business: Provision of Mobile Phone Entertainment Services.
In the High Court of Justice (Chancery Division)
Birmingham District Registry No 4948 of 2007
Joint Administrators’ Names and Address: Mark Elijah Thomas Bowen and Nigel Price (IP Nos 8711 and 8778), both of Moore Stephens LLP, Beaufort House, 94-96 Newhall Street, Birmingham B3 1PB.

(326401)

Link: Techdirt: Mobile Advertisers Recognizing The Benefit Of Not Spamming People

Luckily, though, some early complaints about such services (and the general anger towards spam, popup ads and other intrusive ads) has made it so many mobile advertisers have realized the focus needs to be on pull, rather than push.

I wonder just how many advertisers have realised/recognised this..

Found this research here…

Link: News brief: Peer review beats SMS for Generation Y marketing.

However, while texting seems like a perfect channel for retailers to reach these shoppers, it is not actually the best. The poll found that 65% said they were “unlikely to” or “would definitely not” subscribe to offers solicited via mobile phones or PDAs, and that only 5% currently subscribe to offers via text messaging

I’m not entirely sure I agree with this. I agree with the reality. i.e. There is nothing worse than getting some pathetic, incorrectly spelt and obtuse marketing message via mobile. You know, something like ‘Hi, plese buy mure of our trainers, right?’

Mobile marketing, particularly to this always-on, attention-challenged demographic, has to be very carefully implemented and nigh on 100% relevant. Call-to-action messages are particularly useful. Generation Y has no future memory. It’s very difficult to get my younger brother to remember to do anything. Tell him that he’s got to update his car insurance by letter and he won’t even bother opening it. Opening a letter takes far too long and ‘he’ll do it another day’ — so his letters pile up and he only looks at the pile when he really, really needs to.

Send him a text message that is USEFUL and entirely relevant — and that he’d requested — and now you’re talking. But if the text message tells him to sod about with bits of paper and whatnot, the marketeer should be prepared for a very long wait. Make it a return text or a click on the insurance supplier’s website and you’re ok.

So I wonder if this research — accurate though it may be — could well be a commentary on the recent mobile marketing experiences of Generation-Y. I reckon so. I think that demographic would be highly, highly receptive to PROPER mobile marketing. Well, actually — thinking back — I know it is. We’ve done tons of mobile marketing in the nightclub space and it was hugely, hugely effective.

Greg Harris of US mobile marketing company Mobivity has written an open letter to the offline advertising community which, I think, deserves attention and support.

Link: » Open Letter to Off-line Advertisers

He starts off thus…

I’m confused about something, and I thought maybe you could clear it up for me. Every year you spend a large portion of your company’s hard earned capital to market your products and services. You’ve learned that you need to tell your potential customers everything you can about what you offer. You spend time and money finding the best print publications, radio stations, television shows, billboards and other “physical world” places to get your message out. So here’s my question. Here’s what I don’t get.

… and then goes on to explain the issue in some detail.

It’s a total arse that so many advertisers just don’t recognise the power of mobile advertising. Or, they don’t care.

It’s coming. More and more people are pushing mobile marketing ahead — and whilst super results are being reported by many, it’s going to take time for a lot of the majority to adjust and step outside their comfort zone.

Link: Tech.co.uk | News | Mobile lighter for music festival moments

Gig goers can now create those lighter-in-the-air moments with their mobile phones, thanks to a new virtual lighter that’s part of the Mobile Festival Survival Kit from Virgin Mobile.

Phil at tech.co.uk reports that the survival kit, a brilliant idea, includes a virtual lighter that you can wave at folk as well as a torch (that’ll be priceless when you’re stuck in a muddy tent hunting for your spare mobile battery).

Phil’s story includes instructions to download the survival kit — texting VFEST to 82330. I did the very same from my T-Mobile handset and got a reply back straight away. Unfortunately when I loaded the link, I got the above message. Not very useful. In fact it was bordering on helpful, but not quite. Perhaps it’s for Virgin Mobile customers only. You’d think that, if this is the case (assuming it’s not actually broken), that they’d be marketing the hell out of this fact with some cheeky Virgin-esque text (”If you had a decent mobile service, you’d be able to see this page” or “You’re not cool enough to see this page”).

So hunting for more information for you, dear reader, I hit the Virgin Mobile UK press office site. I was looking for more details — you know, a screenshot or something, ANYTHING… but all that I found was their ‘we are not as cheap as Tesco Mobile’ story about their roaming costs (38p a min vs TESCO… yes, TESCO at 35p a min). Nothing about the survival kit. Sometimes I forget that most companies aren’t yet in the era of joint-up marketing and public relations.

Anyway it sounds a great idea — and I’m sure it’ll be a wicked implementation, especially since it’s Mobstar who’re behind it.

I always like to hear about mobile marketing companies doing well. Here’s news from Incentivated who’re working with the Mayor of London’s office.

Link: Netimperative - Mayor of London promotes India Now season via mobile

The Mayor of London has teamed up with mobile marketing agency Incentivated to promote the India Now season, London’s largest ever celebration of India, which runs from July to September.

The three-month campaign will explore Indian culture and celebrate the increasingly strong relationship between London and India. The season will include events and showcases of Indian art, film, food, theatre, music and fashion.

Posters advertising the event, and featuring a text call-to-action, are being posted throughout London, including on panels in Underground cars. By texting INDIA to 62967 Londoners can sign up to receive an e-brochure, which will be sent immediately to the email addresses, for further information about the event.

You can find out more about the India Now campaign here.

Side note: I find it entirely depressing that more mobile marketing agencies don’t publicise what they’re doing. If you’re a mobile marketing agency, STOP RIGHT NOW and send me an email — just a few paragraphs — about your latest client win. I’m ewan@smstextnews.com.

Gphone rumours — or news masquerading as rumours — continue to fly around the web. Their possible entrance into the handset business is one that could continue to set cats amongst pigeons after the recent iPhone launch.

Here’s the first news item I’ve come across that specifically mentions that a prototype Google handset exists.

Link: Report: Google shows phone prototype to manufacturers - washingtonpost.com

Google has developed a prototype cell phone that could reach markets within a year, and plans to offer consumers free subscriptions by bundling advertisements with its search engine, e-mail and Web browser software applications, according to a story published today in The Wall Street Journal.

Google is showing the prototype to cell phone manufacturers and network operators as it continues to hone the technical specifications that will allow the phone to offer a better mobile Web browsing experience than current products, the story said.

I had a note in from Ruaridh Anderson from Magnet Mobile in Charlottetown, Canada. It’s been a while since I heard from Magnet and they have been mega busy.

Ruaridh is, I imagine, delighted to announce that they’ve won a deal with Corus Entertainment, Canada. If you haven’t come across Corus Entertainment before, they’re a Canadian-based media and entertainment company — radio, television, publishing. Quite a coup for Magnet who have to be one of the oldest and wisest mobile companies operating in Canada (they were founded in 2001. Manget’s speciality is designing, developing and deploying mobile marketing solutions for a ton of clients. If you’d like an intro, just mail me.