Wednesday, 14 May 2008
Even with that qualification this is a really helpful starter for advertising agencies and larger publisher brands.
Friday, 9 May 2008
Coca Cola summed it up really well. It said companies come to us with results that they are so proud of - “you got 30K click through rates with our campaign”.
Coca Cola says “that is terrible - we have billions of Coke consumers”
It is hard to know how to try and deal with that kind of perspective. With that type of mentality one thing is for sure, there will be massive consolidation in the mobile advertising space.
The religious analogy is deliberate. .mobi is an initiative to improve the quality of the available internet on mobile devices. It provides guidelines on site design and structure and proposes exclusive use of a .mobi domain to let users know that it is mobile compliant. Other forms of URL or site structure are actively discouraged (and often disparaged by a zealot-like following).Mowser is a transcoder. A site designed to take any internet page and re-render it to a mobile device irrespective of domain URL. Transcoders are – and I hope I am forgiven for this – a quick and dirty way of viewing the internet. To the original thinking in the .mobi organisation they are either the devil or a necessary evil before true conversion to the .mobi mantra catches hold in the masses.
That .mobi would buy mowser signals a clear change in strategy. Yes, bringing on board Russell Beattie and Mike Rowehl into any organisation will help increase the drive, energy and mobile knowledge within it but to buy the software too means one of the following, both of which are profound:
- The owners of .mobi – largely the operators – have exerted some influence. Perhaps wanting a little more acceleration of creating a mobile standard and seeing .mobi growing but not quickly enough, the operators are interested in accelerating things through a quickier, dirtier approach. More likely perhaps, with widespread criticism of transcoder deployment from Novarra and Openwave, the operators might figure that to bring on a transcoder into the .mobi fold will allow it to develop a solution with widespread mobile industry support and then deploy something potentially more effective and less contentious at a later stage. It will have been an inexpensive hedging strategy, particularly as it is split several ways.
Thursday, 8 May 2008
A few lessons here for World Biz Online. First, if you launch, launch! - at time of writing that link goes to a holding page saying that the site is coming soon. Second, prepare really well in advance. Find someone you trust and potentially someone who knows the press to give you a judgement on whether you are ready for primetime or not. You were not. Your reputation was pulled apart yesterday and you might not have noticed. Twitter was alive with derision. Third lesson, watch all back channels and try and find a constructive way to respond.
I really hope you regroup and make it happen but you have some ground to make up.
Here is an idea of the (amusing) chitter chatter around the presentation. It only got worse from here.
Well, it seems that the COO of Novarra has stirred the hornets nest again with a pointlessly arrogant interview which the twitter-sphere picked up yesterday.
You see the problem is - it was all forgotten - but now it is alive and well again and worse. Why? Because people have had time to dig out other information which is related but not really relevant and at which point it gets a little nastier.
Novarra has over-exposure to early adopters in their space and their repeated own goals only cement a black reputation in the space which eventually will begin to influence the operator mindset. It is never harmful to build bridges and make friends but for Novarra I think it might be too late to do so.