The mobile social network

Mobile data connectivity has been a slow road. Municipal Wifi did not catch on and the whitespace efforts have been jammed up by the NAB.  A report by Pew this year "shows that 62% of American adults have either accessed the internet wirelessly or used non-voice data applications, such as texting, emailing, taking a picture, or recording video, with a handheld. On the average day, 42% of those with cell phones or other wireless-enabled handhelds use the devices for at least one non-voice data application."

Emarketer predicted in April "that over 800 million users worldwide will access and participate in social networks via their mobile device in 2012, up from 82 million in 2007.

Although the total mobile social network user base in 2012 will be under 20% of the worldwide mobile user population, it is likely these users will have a disproportionate impact on marketing, media and mobile communications because creating and sharing digital content represents much of the social networking experience."

An ABI report out this month shows a strong correlation between mobile social activity and users of Facebook or MySpace. 

From the report:

“The social network is increasingly becoming a central hub for communication across online and mobile domains for many consumers,” said research director Michael Wolf. “To a degree, it allows them to centralize messaging, communication and even digital media consumption through a centralized property on various screens. We believe this centralization of a consumer’s digital lifestyle through social networks will only increase adoption of mobile social networking in coming years.”

As next generation wireless technology begins to fall into place the desire for mobile data applications is sure to increase. Samsung recently demonstrated a new WiMax system capable of 149Mbps down and 43Mbps up, which would certainly be a game changer when available.

With the consumer desire and technical capability starting to line up companies are begining to aprove more demanding mobile applications.  One such company is Next2Friends.

From the site: "Next2Friends, the mobile social media platform, was created to deliver content and connections that entertain, engage and enhance life. Bringing together the full capabilities of both mobile and PC-based internet technology, the comprehensive suite of applications and features provide rich media, commercial and communication services to today’s connected consumer."

Next2Friends community provides the ability to do two click photo uploads and location based social networking. 

Key features include:

• Live – true, real-time video streaming from mobile device to web.
• Ask – opinion gathering and decision making on the move.
• Snap Up – automatic streaming of images captured while out and about.
• Tag & Meet – intelligent matching of virtual profiles in the physical world.

Mobile social networks will greatly increase the range of lifecasting projects like Justin.tv and Kyte.tv.  As more wireless providers preinstall applications like Qik and Zannel, sharig video elements of your daily activites is going to become even more pervasive.

Bluetooth vs. QR Codes

A Reuters article on mobile marketing highlights some of the strengths and weaknesses of Bluetooth and QR Code marketing for mobile devices. Overall the carries don't like Bluetooth solutions because they don't require a data plan.

The carriers favor another method called QR Codes or Code 2D: "These bar codes, already used in Japan, are read by camera phones and send the user directly to a Web page. Accessing a Web site requires a subscription to a wireless Internet connection for which users usually have to pay."

Either method still has work to do to. "It (mobile marketing) has the potential to become a significant player in the marketing world as TV advertisers struggle to get people's eyeballs," says Jon Hudson, senior vice President of PC, automotive and consumer business units at CSR, "But it has to be more than 'your next McDonalds is 200 meters on the left'."

Mobile advertisers create iPhone specific ad unit

Despite it's sluggish EDGE Network and lack of Flash support, the iPhone's javascript-enabled browser is the latest web developer's playground, and advertisers want to play kick-ball. AdMob has gotten so many requests to reach out to the iPhone users they have now created a special ad unit to do just that. Based on the overwhelming demand/hype and high price point of the device, companies assume that the users are a lucrative demographic worth targeting.

AdMob created an interesting ad that makes the connection between the advertiser (in this case Starbucks) and the dynamic location of the user. When you click on the ad, it slides to reveal a zip code input form. Entering your current location launches the iPhone's internal Google maps application and directs you to the nearest "triple-tall non-fat latte". Great....now I'm thirsty.

Click here to read the full story

Mobile advertising still a learning process

eMarketer reveals numbers from a recent Harris Interactive survey.  Mobile users show strong preferences for what kind of mobile advertising they find acceptable. Sponsored text links scored the highest followed by automotive audio ads that play while someone is waiting for a caller to pick up.

User action for ads shows only 10% took action based on a mobile ad while 70% deleted ads altogether.

With mobile ad spending expected to reach $5 billion in 2011 there is a long way to go for marketers to learn how to best achieve desired results.

"After a lot of hand-wringing and some spectacular successes — as well as flameouts — mobile operators, brands and consumers will learn from each other about what works and what does not work, just like they did for online," eMarketer Senior Analyst John Gauntt predicted.

Power of ideas: 3G vs. A really useful phone

InStat uses global research to address what they're calling common "half-truths" about 3G adoption. This analysis reinforces what we tend to see as a common occurrence (typified by Gartner's hype cycle) -- the trip from  the "peak of inflated expectations" to the "trough of disillusionment" is often based on the difference between the "idea" of the technology itself, and the "idea" for use that takes hold in the marketplace. So a few  folks want video, but more actually want GPS directions in real time on their phones... again, we learn, it's not really about 3G -- it's about new ways for phones to be useful.

Are you in touch with the user-driven idea for the technology you're busy rolling out?

Discovering Mapvertising

The Times UK online has a story about "mapvertising." No page with that title existing on Wikipedia, yet. I am sure someone will get around to it at Universal McCann eventually. The idea behind "mapvertising" is that many online portals now offer mapping services that are popular with users.

From the Times: "With web traffic to online mapping sites growing by around 20 per cent a year, and 85 per cent of us saying we use them, these sites have become the latest hot properties for marketers. The ad agency Universal McCann calls the emerging trend "mapvertising".

Because we concentrate intently when we are using these services, advertisers are rushing to fill our screens with sponsored listings and clickable logos.

The bottom line: expect map-based advertising to form the next online gold rush as businesses from restaurants to lingerie boutiques compete to place logos and product photos along the streets you are navigating through."

This has been known as location based media. Google, Mapquest, Yahoo! and MSN have been working towards this capability and cultural acceptance for a long time.

Consider the words of Sheryl Sandberg, VP Global Online Sales & Operations, Google as told to ZDNet for the September 7th article : "Google wants $10 billion dollar local online ad spend".

"At the tail end, we think the local opportunity is huge. Local has a very interesting property in that it is very highly monetizable. When you think about what people are looking for when they look for local information, it is almost always commercial in nature. You’re looking for a local product or service most of the time."

Emily Riley, an analyst at New York-based Jupiter Research, told SearchSMB in August that "among businesses that earn between $1 million and $15 million in revenue, one in five spends more than 60% of its advertising budget online.

"The reason most often given for going online is the ability to geotarget advertising, to only show their advertising within a designated region," Riley said.

Riley said she expects to see an increase in online advertising across all sizes of businesses, but she added small businesses specifically understand the value of local sponsored searches and classified advertising online."

In a September 2006 study, "2007 Outlook: Pac-Man Pace for Local Online Advertising," Borrell Associates shows what the local ad spend could look like.

However you want to describe location based advertising, there is going to be a big push from both the large online providers like Google and the small local businesses to attract attention.