Category Archives: Mobile

#MonacoMF10 “Sky Writing” Building brands in a mobilied world

Cathy Davies – VP, Brand & Communications Global Marketing, Sony Ericsson
Babs Rangaiah – VP, Global Communications Planning, Unilever
Greg Stuart – Global CEO, Mobile Marketing Association
Moderator: Michael Kassan – Chairman & CEO, Media Link

Babs: It’s the very early stages of mobile. Launched as an original iAd sponsor. Created a great app for Ax. Most guys use the phone as their alarm clock and so created an app that let’s the young boys get woken up by a sexy voice. It had millions of downloads in both India and Japan. iAd was an expensive proposition, but they felt that Apple really understood the smart phone and they could really help with design.

Michael: Cathy do you look at Mobile as interrupting or enriching.

Cathy: People do sleep with their phone within an arms reach. It is an enriching experience as people have a very different relationship with their mobile phone. Her mobile agency told her that “Mobile was like teenage sex. A lot of people are talking about it, few are doing it & fewer are doing it well.”

Babs: We’re not doing enough in mobile to measure everything. There are 4 – 5 billion phones out there but only a hand full have mobile internet. Unilever ran a print ad that was missing a piece and you SMSed a short code and got the rest of the ad unit. SMS is something almost everyone can use. The creativity with mobile can come from technology itself. There is an ice cream business – that if you smile at the app and it has smile recognition – the app will give you a coupon for free ice cream. You can’t just translate other media into mobile – it has to be native to the app. The right model will come based on consumer usage. We will look back 10-15 years from now and see how rudimentary everything is.

Cathy: Mobile has the ability to create impact over reach. It’s difficult to work with all the stake holders to make it work – but access needs to come for measurement.

Michael: Cathy you said no brand is an island anymore. Your a brand and a manufacturer. How do you wear the two hats?

Cathy: We have a great opportunity to enrich the consumer experience in the handset. As a mobile provider we want to stitch together all the applications and allow people to take their whole life with them in their mobile. Our challenge is to be the glue or remote control in the consumers life.

Greg: Digital media creates friction. There are horror stories about the fact that agencies can buy 100 Million dollars worth of TV with 1 person but 100k of digital takes 10 people. (AMEN)

Michael: What’s the role of the agencies?

Greg: Just like internet – mobile is not a medium, it is an amalgamation of mediums.

Babs: There are a lot of specialty agencies popping up and they make sense. The creative agencies are needed for creative – they are all willing to do it, but it’s an issue of business models, focus areas and talent. If you want to be innovative in the beginning you have to have Specialty Agencies to make it work. They are working with Joule (go Ben) and they are rock stars!! Some creative agencies have really upped their game. Talent, collaboration, focus and business model are key.

Cathy: We all understand how consumers will consume media in a “stacking” way. When you go out to a specialist – you can use your paid media be an amplifier. She is focusing on Paid/Owned/Earned – Paid media is for amplification.

Babs: In the end, you have to go back to your core agencies.

Audience Questions: (ME) Agencies are only as innovative as their clients are brave! How do we push clients to not leave great ideas on the cutting room floor?

Babs: Marketers are still not all there and a lot are falling back on standard things that are comfortable. Part of it is the idea of living the space. Getting all of the executive leadership to go to Silicon Vally and get immersed in the media. There’s a handful of people at brands and agencies that are leading – trying to institutionalized that across large companies are hard, but great opportunities. They are building media labs in all of their offices around the world so that people can go into a room with the latest technology and no firewalls so people can really live the medium.

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#MonacoMF10 “Mobile First” Be there now

Sorry this is my typing and trying to keep up – these things are very cool things that make me want an Andriod phone. I know we talk a lot about Google getting too big for their britches – but they are making some great innovations that will instantly go to the masses.

Keynote: Carlo d’Asara Biondo, VP Southern & Eastern Europe, Middle East & Africa, Google
Hugo Barra – Director, Mobile Product Management, Google

3 Big Bets

1) Betting on the Web – we believe the web is open and growing. As such they are promoting HTML 5 to keep it open. Chrome (came out 18 months ago) speed is key to the experience. It is 5X faster than when they launched it.

2) Betting on the Cloud – it allows us to live in a world that is more open and more engaging. Now we have Chrome OS. They want an OS that opens in 5 seconds (it’s currently at 8 seconds).

3) Betting on Mobile – yes they have placed a huge bet on Andriod. But today we want to talk about mobile computing.

Mobile Supercomputing.

Voice Recognition: Just a couple of months ago they launched Voice Actions . . .
Example: Wired voice recognition and local search together. Click on microphone. “Call Four Seasons Hotel in Paris” boom is calls!
Example: Click microphone button. “Send text to Robert Hamilton I’m almost there meet downstairs in 5 minutes” 1 second and text is sent.

Google Translate: On an Andriod Device you have Google Translate today. New feature – (only been shown once before) it’s highly experimental. Two buttons on the device one for each speaker. It easily translates back and forth between the users.

Google Goggles:
Take a photo of anything and it will translate the text to a language you understand.
Potentially a great break through in advertising.
Most ad dollars are spent offline.
Goggles can bring the offline online.
NOT YET LAUNCHED TECHNOLOGY
Showing a WIRED magazine. Shows and ad of SKY Vodka. Takes a picture of the ad using Goggles.
Can easily run a search based on the ad and take you to the sky site. (no special marks, no QR codes, etc)
Take it one step further.
They want the advertiser to have the chance to choose where the user goes when they click on the ad.
Example: Photo of spread on Buick. Gives user 3 options – a custom link given by Buick to drive the user to a custom page, and then options to surf the web.

YOUTUBE:
YouTube Lean Back – users can search, or use down arrow to browse videos recommended by YouTube – works on any browser today.
Earlier THIS WEEK – they launched YouTube Remote – allows you to control the YouTube Experience from your phone. Can speak a search.

MOBILE FIRST
Relevance
Speed

Making information easily and accessible will continue to be Googles vision for a long time.

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#MonacoMF10 “Cloudy, with Apps” making content pay

Chris Ahearn – President Media, Thomson Reuters
Eric Hippeau, – CEO of Huffington Post
Scott Dinsdale – EVP Global Digital Operations & New Technology, Sony Music Group (longest title ever)
Sara Ohrvall – Director, R&D, Bonnier
Moderator: Michael J. Wolf – Founder & MD, ACTIVATE

Can I start by saying that Scott looks like Fabio 🙂 And I mean that as a huge compliment.

Scott: Fundamentally what has changed is user experiences. It’s about a tremendous amount of experimentation. Understanding that consumers want great experiences. We forget how innovative the CD was in its time. He’s talking about Spotify – they are starting to see the long tail – in that the great song from 1972 is starting to get play again as it gets rediscovered. He has a friend that wrote a book – “The Flaw of Averages” – which he says is the problem with the media world. We need to be careful how we look at metrics.

Michael: How do you go after the newspaper market?

Eric: Made a decision not to charge users. My question is, ever? Last month they published 3.5 million comments from users – all moderated. The claim is that quality content gathers a high quality audience. We’ve lost trust in congress, in Tiger Woods, in Toyota. The big brands recognize that they need to engage with the high end users that are attracted to the Huffington Post content. The news category that has tried to charge for content (with the exception of WSJ) has had a bad experience. Today they are creating some new social marketing efforts on HuffPo that will allow users to engage with the content in new ways.

Chris: Mentions to Eric that he might not want to take such a strong stand on NEVER paying for it. And accuses him of being a new aggregator and not a news creator.

Eric: HuffPo has 75 professions journalists (hiring 25 more), 2/3 of content is created by HuffPo.

Michael: Sara, explain how you replicated the magazine.

Sara: MagPlus – was designed to re-engineer how the magazine was published. They launched Popular Science on the iPad. It’s not a replication of the content it’s a new way of looking at the data. Don’t call it a replication – she will get offended 🙂 It’s a relaxed curated experience with story telling with a start and end people are willing to pay for the content.

Michael: Can free and premium co-exist?

Eric: Why would I want to charge my best customers and not charge the others? Eric is on the board of a company that runs hotels. The cheaper the room the more amenities you have. But if you go to an expensive hotel you have to pay $20 for Wifi. From his POV when you have modified paywalls, giving 1 or 2 pages for free and then more will cost you.

Sara: If you create a different experience that might live somewhere else people will pay for it.

Fabio/Scott: The 13 – 25 year olds aren’t used to paying for music. The notion to get them to start to pay for certain features. You have to understand what is going to be attractive to your audience.

Chris: Thinks that Free and Premium can co-exist. The idea is to create one level of entry for all content forms.

Eric: Mature products like WSJ when you get to a certain point it starts to cost more to acquire new customers.

Michael: What’s the next wave of businesses that will allow people to consume and pay for content?

Eric: Social commerce is content. Gilt and GroupOn and others hire content creators.

Sara: Things like Spodify will grow. Core competence of media companies is to communicate with a very specific audience.

Michael: 1 minute bottom line. Where is the world going?

Scott: There is a recognition that artists deserve to be paid. There will be huge mass market penetration of music.

Sarah: 4.1 Billion applications will be downloaded. Her advise is to launch and be there. Consumers are willing to pay $2 – $4 for magazines but there isn’t enough content applications out there.

Eric: News wants to be free = you can’t put that genie back in the bottle. It’s a growing business, in part because they’ve been able to attract a younger audience and advertisers will pay for it.

Chris: People will pay for content. If publishers innovate.

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