Friday, April 29, 2005

500 Channels On Your Cell Phone?

From 500 Channels on your cell phone? .

The Weather Channel's mobile content experiment has ended. Now it's a mobile content business.

"We went from thinking that wireless is a secondary and somewhat experimental platform, to a primary platform for us," says Louis Gump, VP, mobile products and services, for The Weather Channel Interactive.

The growing number of handset devices capable of delivering data and video has convinced the network that it could generate substantial returns on what Gump calls a "major investment

The "lightbulb moment" for Burgess was the realization that there are a billion cell phone users around the world. "To me, that's a confirmation of the significance of the mobile phenomenon," he says

I Want My IPTV

It's another technology to watch.

No, it doesn't involve the cell phone directly, but it will have a HUGE impact on advertising.
I have been doing my homework on this technology and am uncovering all of the players associated with this.

From CzechBusiness Weekly IPTV is not a nursery-school joke .

IPTV is television that uses the Internet as its data-distribution system. The Internet can connect directly to a set-top box, or STB for those of us in the business, and then out to your television. Accessing what you want to watch is as simple as using a remote control.

IPTV will offer On Demand Programming (video on demand), and ad skipping. You can pause, rewind and fast-forward. Consequently IPTV helps you avoid traditional advertising, which in turn means that marketers will have to rethink their approaches. (Think of TIVO, I have done plenty of pondering on these problems/solutions already).

Due to the interactive nature of IPTV, when you watch a program and see a placed product that interests you, you can opt to find out more information or even buy the product immediately. See the advertising possibilities, I do.

Reuters On Your Cell

From Reuters expands mobile news .

Reuters has launched a mobile news service offering global news stories to mobile users in the UK and the US, as the news service aims expand its mobile audience.

The free service delivers the top ten news stories written by Reuters correspondents in 200 bureaux around the world

The service can be downloaded by typing in on to the phone’s Internet browser.

TV On The Phone Set To Reach Masses

I don't see it, but I wasn't surveyed.

From Yahoo News Survey: TV for mobile phones set to reach masses .

AMSTERDAM (Reuters) - About 125 million consumers will be watching television on their mobile phone in five years from now, a new survey found on Thursday

Mobile television is not yet commercially available, but trials are carried out around the world, and consumers are expected to be able to pick up the first TV phones by the end of the year

The difference between TV and streaming video services will be that the TV signals are broadcast to all users at the same time, while streaming video will be delivered on demand by mobile operators

Thursday, April 28, 2005

Will That Be Cash Or Cell Pt 2.

It's coming. NTT DoCoMo 30% plus stake in a credit card company is making more and more sense. The cell phone is becoming the remote control for your life.

In a sign that the cell phone is now turning into a credit card. from CR80 MasterCard's OnsSmart Paypass technology links with Moneta in South Korea .

MasterCard's expansion in South Korea with its OneSMART PayPass signifies the credit card giant's roll out of not only its new payment technology, but also a new role in cell phone payment processes

Moneta is a smart chip-installed mobile payment service that allows customers to make payments with smart chip-inserted cellular phones. According to SK Telecom, Moneta is a "wired and wireless integrated service" that lets its customers "access a variety of financial services" via their cell phones. Some of these services include stock trading, financing, investments, insurance financing, and financial consultation among others.

To get a better of idea of what country to watch, John Battelle has a great story on it.

Wednesday, April 27, 2005

Desktop Search For The Cell Phone?

After pondering over two big stories today, Sprint introduces location based services and Nokia and Yahoo team up to offer search , I realized there's a bigger story here.

I can't see how any service provider will allow Yahoo to control search/info request on the phone. Service providers are already in a tizzy about having users go to other portals to get info. So that got me to thinking.

The two things service providers have that can be used. They have the GPS data of their users at all times and they tell the phone manufacturers what software/platform to put on the phones they will be selling.

Why can't SP's put their own mobile search window on the cell phone? Why can't they basically introduce a desktop search for the cell phone?

You won't need to go to the web to find your mobile info. Type in Starbucks or pizza and be directed to Sprint's mobile services. Remember, this is a MOBILE NAVIGATION PLATFORM, not search. If you want search go to

By sending a keyword query into Sprint's server, is it quicker than surfing the Net? Is that an advantage in itself?

The next question is who's in charge of the mobile keywords? Sprint, Verizon aren't in the business of selling keywords. Will they license a mobile keyword directory?

Who will be in charge of this mobile keyword directory? I already gave my idea how big this will be HERE .

Typing in Starbucks or pizza gives the same info based on your location, and it doesn't matter what SP you are using. What it does though is give the SP a tremendous amount of data they call sell for mobile marketing campaigns.

This cuts the SMS info request companies off at the knees. I would rather type in Starbucks in the "window" than go thru the effort of sending a SMS to Google or 4INFO.

Sprint loses out on the $1.25 411 calls, but they can charge more overall for this data package.

With Sprint introducing a commercial tool (GPS) as a consumer application, the playing field really changes. Not only do service providers have the ability to think outside the box, they can at the same time, keep you in theirs.

Out of nowhere I can see how the service providers present a serious threat to the search engines and could own the mobile search space.

Would love comments on this one.

Hey Google, did you ever think a pin dropping could sound so loud??

Sprint Offers Location Based Services

Ahhh the pieces are coming together now and the story is taking shape.

This is big.

From Sprint launches location-based roadside rescue service .

Sprint today introduced two new location-based services for mobile phone users. The service will allow customers to access driving directions and roadside assistance through a simple wireless voice call at $4.00 per month plus airtime.

When dialing in, depending on the Sprint PCS phone you have, an operator will locate your coordinates and can then provide turn-by-turn directions to set you back on track.

Sprint plans to offer additional opt-in location-based voice services and location-based data services in the near future.

Possible scenarios would allow for mapping services to provide location specific weather information, detailed maps, traffic information and points of interest such as nearby ATMs, gas stations and restaurants.

Remember that Google Makes A Googol story? Another piece of the puzzle found.

The Camera Phone Gets A Major Upgrade

Great find Alan Carl Zeiss to produce lenses for Nokia camera phones .

This is important news: The world famous lens maker, Carl Zeiss, will produce optics for Nokia camera phones, the Nokia press release says.

The N90 is slated to be commercially available in the second quarter of this year. Nokia says the Nseries features large color displays, HTML browsing and streaming video and is based upon Nokia's Series 60 platform

Wireless Web Analytics

From Business How MMetrics is making mobile count .

Great issue this month guys.

The Seattle startup, MMetrics aims to do for mobile content what Nielsen Media Research did for television. Using a combination of 12,000 monthly online interviews and monitoring software that users opt to have installed on their phones, MMetrics will give content providers, wireless carriers, and advertisers reams of data about consumers of mobile media, a market expected to top $1 billion by year's end.

I don't know how well the idea of users opting-in this service will be. There's a better way of doing this. Follow the early adopters. If you want to see trends, and where traffic will go, follow the people that adopt a new service/device early.

The 20-person startup could face stiff competition if Nielsen moves ahead with plans to form its own mobile division.

It doesn't have to be Nielsen, think Google, 4INFO for just a couple right now.

Think about all those SMS info requests and the database Google is compiling with it. SMS info requests are early adopters. Directions, phone numbers, sports scores, weather. In my opinion, this data keeps Google ahead of Microsoft because they offer applications that people WANT and USE.

I can see Google creating another revenue stream for advertisers from this info.

The kicker of them all though. Physical world hyperlinks. I explained a couple days ago how Google Makes A "Googol" .

Think of the data that gets created when a user keys in "Starbucks" on the mobile phone in the 11034 zip-code. Or when a user clicks on a barcode of an Elton John CD to download songs or see upcoming tour info.

The data that gets created from all of this physical world hyperlinking will be invaluable. If there's a company that has the data on this server, THEY WILL BE BIGGER THAN NIELSEN.

Think of what advertisers could do with this data. That is another billion dollar industry in itself.


From Business 2.0 online video ads get ready to grab you .

Another great article by Matthew Maier.

The thing to watch will be the Web commercials touting the pictures -- banners and trailers that promise to showcase the most advanced Web video advertising ever.

You'll be able to stop, rewind, or fast-forward the trailers and e-mail them to friends. But the real bleeding-edge technology set to take off this summer is called "hotspotting".

The ads -- designed by upstart interactive agencies such as Deep Focus ,eLine Technologies, Klipmart, and MovieBanners -- will embed hyperlinks and pop-up windows in the frames of the movie trailers, turning each character or object into a virtual library of information

Imagine what happens when hyperlinks are embedded into TV shows.Will this ability through IPTV be able to save the TV advertising industry?
I have plenty of ideas on and about that.

Full-motion online ads are quickly emerging as one of the Web's next big moneymakers. Big-name brands will spend $198 million on the medium this year -- a 70 percent jump over 2004, according to Jupiter Research. And that's expected to surge to $657 million by 2009 as broadband stretches everywhere and compression technologies evolve

Tuesday, April 26, 2005

Good Reading

A couple great stories from Matthew Maier at Business

What happens when GPS meets your cell phone.

This is the future of location-based services. Long heralded as one of the wireless industry's next big things, GPS-based mobile services are only now becoming useful and attracting the interest of carriers and consumers alike

Also How your cell phone will become an ad machine .

Mobile marketing will require more than repurposing existing content to fit a small screen. Smart marketers who take into account the personal aspect of the mobile handset -- and understand the opportunities and challenges presented by a device that travels with folks anywhere -- will have access to a highly responsive group of consumers.

The Ad Dollar Shifts To The Mobile

From World Peace Herald Wireless World: Mobile-phone ads growing .

CHICAGO -- Advertising to mobile phone users may be a brand new marketing medium, but it already represents a significant threat to commercial television, industry experts told UPI's Wireless World

That means before the decade is over, advertising to mobile phone customers eventually may surpass TV as the most potent media for marketers.

$26 Billion By 2010

From PR Newswire Worldwide directory assistance revenues to reach $26.2 billion by 2010 .

The need for mobile information has never been greater. The opportunity for a Google mobile directory has never been greater either.

According to The Pierz Group forecast, Americans looked for phone numbers
over 43 billion times in 2004. Six and a half billion of those phone number
look-ups in the U.S. were calls to directory assistance.

When adding other sources of telephone number look-ups (such as print
directories, Internet Yellow Pages and search engines like Google and Yahoo!),
no other country looks up more phone numbers than the United States

Wireless carriers routinely provide directions, movie
start times and locations, search by Yellow Pages category or by location, and
weather reports for any city in the country

I see a Google mobile directory service around the corner. No more giving Sprint $1.25 for something Google can give me for free.

Mary Meeker Speaks

Before you think this is the year 2000 and the Internet bubble all over again, listen to a couple comments she had to say at AdTech conference.

From ClickZ news Nowhere to go but up for Internet marketing .

Describing the Internet as "the most underutilized advertising medium that's out there," Morgan Stanley managing director Mary Meeker said broadband adoption, mobile device usage and international growth are opening up a variety of opportunities for marketers, entrepreneurs and investors

The adoption of mobile devices, especially across international markets, will also have a big impact, according to Meeker. She noted that 900 million people around the world were accessing the same platform with the same information at the same time

Advertisers' propensity to follow users online, she said, is dependent on publishers' and search engines' development of tools that enable targeting, ease-of-use, and compelling ROI.

Internet Yellow Pages

From Online yellow pages users buy quicker and spend more.

SAN FRANCISCO ( -- In the battle for local online consumers, Internet yellow pages (IYP) attract a customer more prepared to buy -- and spend more money -- than the local search services of Google and Yahoo, according to a new study by ComScore Networks.

Google means "search" to consumers online.

But the yellow pages companies have 100 years of data to draw on, an army of sales people and the ingrained habit of the small-business person who may not have a Web site but automatically places an ad in the yellow pages each year, and for whom it's not a big leap to extend that ad buy online

Monday, April 25, 2005

How Google Makes A "Googol"

This is something I have been offering to the guys at Google, Yahoo and Microsoft. If there are any other companies you feel need to see this, feel free to let me know. The post is lengthy, but worth the time. When a new technology is on the cusp of adoption, it takes more than a few sentences to explain it. I see a few multi-billion dollar applications in this.

Google announced earnings last week. The amount of money Google generated in revenues by selling keywords was astounding. This is just for PC search. I know mobile search advertising will be much bigger than PC advertising, so that leads to this question.

How much will Google make when they sell keywords for mobile search and how will they do it?

Will Google start a keyword division solely for mobile search?

How much more will Google make when advertisers know that search results will be determined on location not keyword algorithms? A LOT

There are 3 reasons mobile search will generate more revenues than PC search.

1. there will be more internet traffic with the phone that the PC soon
2. click fraud won’t be an issue
3. website owners will pay MUCH MORE for keywords when they have “control” of them.

Google sells keywords to websites and the website owner hopes the search user guesses the right words in his search query to find his site. The website owner also hopes that his website comes up in the top 10 results (first page). Studies have shown that search results 11- 10,000 (from page 2 on) are never read. Nobody looks past the first page of search results. The results generated from any search query are overwhelming. You think the result number 345 guy is happy with his keyword purchase?

Do a search for anything, and you’ll see what I mean. There are thousands of websites that will never get seen and they spent money buying those keywords. It’s the equivalent of advertising on PBS at 2 am.

What Google is doing for local search, is targeting search results based on the searcher’s location by looking at the user’s IP address. They match this up w/ the search terms. This is good but it could be better. While Google is trying to determine the users location by the address of the PC, GPS automatically solves this for mobile.

So if Google will use a GPS coordinate for mobile search, and mobile search will be bigger than PC search, wouldn’t the technology that matches a GPS coordinate with a search query be invaluable?

Matching a search query with a GPS coordinate is THE solution for mobile search.

Wouldn’t this be imperative for ANY mobile search?

You won’t have to type in your zip code, street, city to find relevant searches. The less typing on your cell, the more likely it will be used.

If every PC and laptop had a GPS chip in it, local search would be complete.

The reason local search stinks is because Google cant exactly tell where you’re searching from and the data for local businesses is inadequate. Open up your Yellow Pages and ask yourself how many of these small businesses even have websites.

The roadblock for local search right now is determining your location and a database of every small business. Google is resolving these now. This inefficiency is also holding back advertising for local search. The “database” you really need is the Yellow Pages. In order for local search to work Google needs the Yellow Pages from EVERY CITY, EVERYWHERE.

Google, in creating their own universal Yellow Pages, is asking all businesses to submit their info (name , address, phone number, relevant biz, website info. VERY SMART. Google is getting data for their local search, and small businesses get placed in Googles database (free advertising). If a small business doesn’t have a website, I’m sure Google will offer them a domain, web-hosting and advertising ( 1st billion dollar opportunity).


Would Google be able to command more dollars if advertisers knew their site would come up based on location versus guessing the “correct” keywords? YES.

Will Google create a few billion dollar revenue streams from this? YES

Here’s how they do it.

Google unveils a Mobile Words division and mobile search takes off. All generic words are available for sale, except trademarks and brand names. That is another problem that can be resolved with Google’s Mobile Words. They sell, not auction/bid for keywords for a mobile search.

Remember mobile search is really navigation.

How can Google re-sell the same keywords again?

The search for “pizza” on a PC versus “pizza” on a cell phone is completely different. It also is done from a completely different device, and Google can determine this. Google can tell from the server info that a search query was coming from a cell phone.

So a cell phone search query accesses a completely different database, the Google Mobile Words.

Any website/company can buy keywords in the “zone” they are based on their location. Location is this case is a (zip code, GPS coordinate, phone number prefix, city). Google can determine this data with a user’s GPS coordinate. The company/website have purchased this word BUT ONLY IN THE DESIGNATED ZONE.

An example: Joe’s Pizza in the Bronx can buy the words “pizza, Italian, subs” based on the “quadrant his store is located in. (zip code, phone number prefix). Mario’s Pizza in Manhattan can buy those same words.

Domino’s buys the word “Dominos” from Google because they will want to advertise on the cell too. They will be the only one that can buy Dominos because it’s trademarked. Keying in Dominos versus pizza is navigating, keying in pizza is search. But if you’re in zip code 11034, and you key in “pizza” the websites that bought the word pizza in zip code 11034 will have their pizzerias listed. If Dominos had a store in 11304, they could buy the word pizza and be included in this search.

The owners of the keyword “pizza” in that zip code will get their pizzeria listed in mobile searches. The mobile user only has to type in “pizza”, instead of the city/zip code/pizza (think of that tiny keyboard). The user also gets pizzerias in his immediate area.

He won’t get a search result linking to a page on how to make a pizza, or the origin of pizza. He will get useful results.

Will the small business owner pay Google more for a keyword knowing he reaches mobile queries in 11034, and they will get directed to his site or address? I THINK SO

Some major things will happen.

Every small pizzeria/ small business (with or without a website) can get listed in the largest Internet Yellow Pages directory and makes the database complete . The mobile user gets a relevant search result. Click fraud is eliminated. If there’s a call center in India with a bunch of cell phones typing in “pizza”, my guess is Apu’s Pizzeria will get a ton of traffic.

In addition, the small business paid a set amount for those keywords, fraudulent clicking wont change his cost.

The search results will be determined by the MOBILE PHONE’S LOCATION.


Imagine how many times Google can sell the same keyword in the same zip code, city, state. I’ll give you an idea. Let’s say there are 10,000 zip codes (heavily discounted) that would be good candidates for mobile search in the US.
If I was Google I think I could sell a keyword for $5000.00 per year. This $5K gets you in Google’s Yellow Pages, (how much do small businesses PAY to be in the local Yellow Pages) and it will get your business listed in any mobile queries made in your zip code for this keyword.

A guaranteed search result in a Google mobile search..

Google might be able to charge more for certain words, but this is just a round number I came up with. With 10,000 zip codes (very heavily discounted) at $5k per word, the numbers get mind-boggling. If 2 pizzerias bought the keyword “pizza” in these 10,000 zip codes at $5k per word, that’s $100m.

Now think about the demand for these words (sushi, Italian, Chinese, Thai, massage, drycleaners, salon, bank, gym, deli, golf, hospital, doctor, movie, mall). With a little thinking you can come up with dozens. You must always ask yourself, “what info would I want when I’m out away from my cell phone”. These queries are COMPLETELY different than the PC ones. These queries want navigational use.

Let’s throw in some trademarks/brand names. Let’s charge Starbucks $1k per store location to be included. McDonald’s, TCBY, Marriott, BankAmerica, PFChang, Chrysler are some others that would be of use. Would Starbucks pay $1k to have every store included in a GPS mobile search of Google’s?… I have no doubt. The revenue numbers start to get unfathomable.

Why so much per word though?

Well if Google determines what keywords are in a specific zone, and deliver relevant results based on the mobile users location, the keyword owner KNOWS that anytime a query is done for his words, in his zone, his site WILL ALWAYS come up for results.

Will these companies do this? I have no doubt they will. This is a nominal fixed cost to be included in Google Yellow Pages. Anytime a cell phone user keyed in Starbucks on their phone, they would be directed to the closest Starbucks near them. You might make nice with Google and the trademark suits in the process.


Every time a mobile user keys in a search query, this is what they could get on their cell screen.
-the website/address of the search query
-map (driving directions)
-click to call feature
-GPS tracking

Now here’s what Google gets.

-a world wide Yellow Pages that provides a great local search database.
-another revenue stream from selling mobile keywords.
-the data from every cell phone and their queries (phone number, location, keyword) a mobile marketing dream, that can be sold to advertisers. I am thinking Nielsen ratings for the phone

I would think any company doing a mobile marketing campaign would pay for this info.

The two things mobile search needs are location and relevant data. The GPS chip solves the first and a Google Mobile Words solves the other.

This is how Google makes a googol.

Google Uses Location For Ad Targeting

From Click Z news Google focuses local ad targeting .

I know this story is a little dated, but there's a reason I bring this story up. It plays a key role in my upcoming story on the many multi-billion dollar apps Google can implement.

Search giant Google will offer its advertisers the chance to more tightly target the geographical areas where their ads will be seen

The Kelsey Group expects that local paid search will amount to $2.5 billion in the United States by 2008

The new features also let advertisers around the world create "customized targeting." In this case, an advertiser indicates where his business is located -- either with an address or with latitude and longitude information -- and can then specify a radius in miles

Google infers the searcher's location by looking at the user's IP address, and also by looking at the user's search terms. If someone types in "sushi 10016," the technology surmises the person wants raw fish joints in that ZIP code -- whether or not the person is using a computer in that location. Previously, Google used only IP address data to deliver regionally targeted ads.

Now think about what Google can do with a GPS coordinate for mobile search. Stay tuned I have the answers.

Googling On The Go

I will have a post that offers a better way for all of this.

From DM Googling on the go: Is the future of search in your pocket? .

It shouldn’t be that hard to find a pizza place, especially in New York City. A stroll down any West Side street should reveal at least five Original Ray’s Pizzerias, among many other chains and small establishments.

Mobile and SMS search providers, however, namely Google and Yahoo, make it seem like a chore. And they have a simple solution

Mobile search is the natural outgrowth of the search culture built by Google and Yahoo

You can use Google SMS to conduct local searches (text the category or business name and the ZIP code or location to GOOGL); to look up residential phone book listings; to get driving directions; find movie show times; get weather forecasts; check flight times; and see instant stock quotes

You also can text a question to GOOGL and get a response using Google’s Q&A.

Sunday, April 24, 2005

Targeted Ads On TV

Leave it to FOX to think outside the box. The next trend will be interactive TV ads. I know who the players are in that space.

From Fox set to launch 'adjustable' TV ads .

The unfashionable 30-second television ad is about to get a makeover.

In a move that could help redefine broadcast-TV advertising, News Corp.'s Fox plans to offer marketers tweakable ads -- spots that can be digitally altered to contain elements relevant to particular viewers at the time they are seen.

A beer company, for instance, could have actors refer to the particular teams in a sporting event. Or a soup marketer's ads could cite cold temperatures outside in an effort to sell more of its product

The 30 second TV ad may be on life support, but it isn't dead yet. Finally some thinking "outside the Box".

Saturday, April 23, 2005

Yahoo And Google Goin Mobile

From Yahoo, Google look to new outlets .

Blockbuster quarters reported by Yahoo and Google this week illustrate the evolution of online advertising into a major economic engine

But that future won't be limited to the Web page ads that Internet users are accustomed to seeing today, according to some analysts. Yahoo and Google probably will expand their ad networks to television and mobile phones as online and offline media increasingly converge, the analysts said.

Extending online advertising beyond its traditional boundaries will be a major topic at Ad:Tech, an Internet advertising conference in San Francisco next week

I have a blog post coming this Monday that outlines a few multi-billion dollar ideas for Google.

Friday, April 22, 2005

"Will That Be Cash Or Cell?"

This is why I said service providers would be buying into credit card companies. How much more biz will credit card companies get when this is standard.

From RFID Journal RFID phone payment systems good to go .

A report by a smart card industry group predicts a strong market for RFID-enabled payment systems using mobile phones, but only if certain issues are resolved

For more than two years, MasterCard, Visa and American Express have been running pilots involving RFID-enabled cards and fobs in the U.S.

Initial results of these pilots have been positive, with credit card companies citing a tendency for consumers to purchase more items in the convenience stores and quick-service food outlets when using the payments devices, compared with consumers paying with cash

Thursday, April 21, 2005

Mobile Marketing To Skyrocket

BusinessWeek Online has a great summary on Mobile Marketing.

Mobile Marketing's Use To Skyrocket .

Lots of goodies in here.

The Location Location Location Search Engine

I hate to say it, but I think Google is going to beat Microsoft to the phone.
After seeing Google tie their SMS, local mobile search into the Yellow Pages database the other day, I realized that Google is that much closer to offering a bunch of mobile killer applications.

There is just one thing they need to do that will make it “game over” for Microsoft. Google needs to incorporate a GPS feature into their search. The key component to finding info on your cell phone will have to be your location. That is resolved without the user ever typing in his address or zipcode.

Google has come out with such great beta ideas for the cell phone (maps, driving directions, yellow pages, satellite photos), but all of them are missing one key component that keep them from being killer apps.

Google also knows their bread and butter is the advertising dollar. They created a great app (search engine) and the advertiser flocked to it with their dollars. Google HAS TO KNOW that the advertising dollar WILL SHIFT TO THE MOBILE. Google’s job is to create a killer app for consumers first, then the ad dollars come second.

I think they are in the process of doing this right now. There is one thing left to do before Bill Gates acknowledges that his “ass got kicked again”.

Google doesn’t have an OS for the PC or the cell phone. But what chip is, or will be, on EVERY CELLPHONE, PDA? What chip delivers the “z” component in “x,y,z”? What is the biggest variable for delivering information to the cell phone?

What is the one way Google can “control” every cell phone and deliver relevant results both to the consumer and for the advertiser?

Google won’t need an OS if they can tie into every cell phone thru the GPS chip. Google will be tied into the key component in EVERY phone. Brand name recognition (Google) and a GPS chip (on every cell phone) will deliver many mobile killer apps.

You won’t have to type in “weather 100012” anymore. That’s assuming you know what zip code you’re in. Just type “weather” and let Google do the rest

Imagine typing in “Newark airport” and getting complete driving directions and a map too. Could Google offer a GPS service right on your phone too?

Imagine typing in Starbucks, and the closest one with a map pops up on your screen. Now do you think Starbucks would put advertising dollars behind this?

Do you think this could resolve some of the trademark issues Google now faces? Could brands work with Google on this?

What if you type in “pizza” and Google recognizes you’re on 5th and 46th. Google delivers the 5 closest pizzerias to your location along with maps and phone numbers.
The keyword “pizza” means many different things based on your location. Why would Joe’s Pizza in Queens advertise if the user was doing a request to find pizzerias in Manhattan?

See how Google can get more for the word “pizza” from different areas and make mobile search queries more relevant.

When the query for “pizza” comes in to Google, they look up location of the phone, determine who paid for the keyword “pizza” in that zone and deliver the relevant results.

This will be the most efficient and effective mobile search. It will also be another goldmine for Google. And EVERYBODY wins.

If I’m right, and Google can incorporate a GPS feature into their mobile search, I think Google will carry their dominance onto the phone .

This is how Google closes the Gates on Microsoft .

Kameleon Interview

I had the chance to interview another player in the physical world connection space.

Their Blue Spots is a great concept and should be a perfect way to implement location based advertising.
Go to their SITE and play with all of the opportunties for this.


Can you briefly describe what Kameleon offers to consumers and corporations.
Kameleon make the objects become interactive.

Kameleon Mobile Technologies "Blue Spots" can be placed in theatres, retail stores, point of sale displays, and outdoor billboard locations. With just one click the mobile consumer can get enhanced product information when and where he's near the point of sale. We offer consumers the information they need when they need.

We offer corporations a new way to reach out-of-home on-the-go consumers. They can add incentive to purchase and even make their products available in a few clicks on a mobile phone.

What is the biggest obstacle your company and this industry is facing?

The biggest obstacle we are facing is to make people aware of the possibility of their mobile phones and to make it easy for them to use it.

Corporations or consumers, who are you catering your business to?

Now, we are selling our solution to corporations as they will pay to invest this new media. But our solution will not work if we don’t gain consumer attention with interesting content and an easy-to-use one click solution.

What is taking service providers so long to implement this?

Because it’s a new technology with some risks associated to it. Due to what happen with the Internet bubble, people are more cautious nowadays. So we need to get more actors around the table to convinced them and to set up a large network.

Has the search engine industry recognized how your product, and this new industry, will be the catalyst for mobile marketing? (ie. Have any search engines contacted you about any business relationships?)


When do we see the ability to click on a barcode/2d code and purchase/retrieve info happening?

You don’t have to click on a barcode or anything else to retrieve the info with Kameleon. All you have to do is to be in the range (45ft) of a “BlueSpot” shown by a pictogram on the object and click on our application on your mobile phone. Once this click is made you can go anywhere to consult the information.

Every company has at least one, what is your biggest fear.

Our biggest fear is that our technology is too advanced for the regular user.

If you could land one specific customer/client, who would it be?

A big outdoor media company.

Can Kameleon be incorporated into an RFID tag?

No, but we can incorporate RFID Tag in Kameleon solution.

If you had to sum up Kameleon in one sentence, it would be.
With Kameleon wake up a whole new world and surf an interactive city with your mobile phone.

What separates us from our competitors?

We have developed a specific Bluetooth enhancement that makes the connection faster, less power consuming and most important of all in one click.
I think we are the only one to propose a solution that both physically fits everywhere and provide rich information to consumers in a simple “one click” way.

Any mobile campaigns you are/will be working on.

We have done a campaign for Renault (French carmaker) in their showroom of the Champs-Elysées, Paris and we some other campaigns will be launched soon.

From A Plug, To Getting Plugged

Firms paid TV's tech gurus ro promote their products .

Howard Stern talked about this a while back and said it was wrong if it wasn't disclosed. I agree. It is product placement within a show.

Hearing a celebrity talk about a product gives it much more weight than watching a bunch of Survivors fight over it in a Immunity Challenge.

Corey Greenberg, tech editor for NBC's "Today" show, appeared last July to praise Apple's iPod as "a great portable musical player . . . the coolest-looking one" and suggested a compatible device to "share your music with other people." "This is the way to go," he declared

"Let's cut the Apple commercial here right now, okay?" co-host Matt Lauer interjected.

Lauer was onto something. Greenberg, an NBC contributor, confirmed yesterday that he has received payments from Apple as well as Sony, Hewlett-Packard, Seiko Epson, Creative Technology and Energizer Holdings, charging $15,000 apiece to talk up their products on news shows. The contracts were first disclosed by the Wall Street Journal.

Wednesday, April 20, 2005

DoCoMo Buys Into Credit Card Company

I said THIS would happen soon.

From DoCoMo to buy into credit card company .

From mobile handset to mobile wallet

While most mobile companies are looking to turn their phones into music players or cameras, Japanese mobile giant DoCoMo is putting money behind the trend for turning handsets into wallets.

According to reports, DoCoMo is planning to buy up a 33.4 per cent stake in the credit card company Sumitomo Mitsui, with a view to bolstering the use of mobiles for making micro-payments.

Heineken Uses Barcodes

From Mobile Technology Weblog .

Heineken, in the Netherlands, has launched a fantastic promotion in conjunction with OP3 (Dennis is an occasional Guest Blogger here) which allows participants to scan product bar codes with their camera phone, to connect directly to the H.E.L.L.O. website. The promotional theme is the search for aliens life forms and some barcodes have aliens hidden behind them. The more aliens you spot, the greater your chance of winning.

Best line of the whole story from Russell.

"Now, can anyone tell me why every advertisement doesn't carry a barcode to enhance interactivity? Or at least an sms short code?"

It's coming Russell, just watch.

FOX News Live On Your Mobile

Great catch James

OVERLAND PARK, Kan., and NEW YORK, April 19 /PRNewswire/
(NYSE: FON) and FOX News Channel (FNC) today announced the delivery of live
news to Sprint TV, known as FOX News Channel Live. The deal provides Sprint
customers with the opportunity to watch continuous live FNC programming
nationwide on Sprint PCS Vision Multimedia Phones

This is one way to start advertising on the cell phone.

Sprint TV
(channel 1), including FOX News Channel Live, is available on the Sprint
Nationwide PCS Network for $9.99 per month.

Juliet Huddy and Heather Nauert on my phone? Wow that's great.

But it also means this guy . I dont' know if the battery in my Treo will have enough juice when he gets going.

Google Has Killer App For Mobile

Maybe Google is listening to me. Great job guys.

I suggested this idea a while ago and said it would be a killer app for mobile.


It will be the equivalent to having a Yellow Pages directory wherever you are, and being able to access it via SMS. Huge.

Once this becomes a true consumer desire (and it will), advertisers will flock to it. This is how the search engine space got started. Find an app that consumers will use daily, and let advertisers back it.

I'm seeing ANOTHER killer app that Microsoft will miss out on.

From Google to go local with Yell .

Yell, owner of Yellow Pages, yesterday signed a deal with Google that will allow internet users in Britain to use the search engine to find local products and services

If service providers could determine where you are based on a GPS signal, one big variable is eliminated. You wouldn't have to type in your zipcode, city, or address. A big plus. Just type in "Starbucks" and your SP will locate the nearest one for you .

Yell is supplying 2m business addresses from, its internet service, for the new Google Local service. Information will also be available on Google's mobile phone service

What is the problem with local search? Not every small store has their own website, or is listed in the web database. Second, I don't want to go a website I want specific info.

What I want is access to A Yellow Pages thru my cell phone.

Because not every small merchant has a website, and the ones that do don't spend money on advertising through a search engine, there's no way your local search will be good.

This is a service EVERY small business will advertise with. The advertising dollars that come will be enormous. Remember, createan app consumers want, then advertising dollars will follow.

There are really three things you are looking for with local search. The store/restaurant, location of the store in relation to where you are right now, and probably the phone number.

So local search will only be the "killer app" when access to this info is available. Google just created it.

NEXT STEP GOOGLE, incorporate a GPS feature into this and you will OWN LOCAL SEARCH.

Sprint Sees It

From Sprint sees advertising-supported mobile services .

Sprint sees many new opportunities emerging in mobile data services in the coming years, among them the chance to sell advertising on its mobile entertainment offerings

The ability to locate a subscriber's handset clears the way for practical applications such as finding friends, tracking family members or a fleet of company vehicles or locating a misplaced device

Sprint also is interested in "near field communications," and in particular RFID (radio frequency identification), to let subscribers use handsets like credit cards, he said.

An RFID reader can collect information from RFID chips in phones or other objects from a distance of several feet. Ultimately, consumers could load their credit card information into their handsets and easily pay bills at stores and restaurants, Reddick said. You mean like this .

Tuesday, April 19, 2005

Cell Phone Becomes An Ad Machine

From Business

How Your Cell Phone Will Become an Ad Machine

Ads for pimple cream will be less annoying when you also learn that Britney is pregnant.
By Matthew Maier, April 19, 2005

I discussed this last week.

If you want to get a sense for where marketing is heading, look no further than Teen People. The publication, owned by Business 2.0 parent Time Inc., last week announced that it will integrate mobile phones into its marketing plans. The magazine will send out weekly updates and breaking news -- along with targeted advertisements and promotions -- via SMS to subscribers.

While the Teen People announcement likely flew right under most people's radar, it actually represents one of the largest commitments yet to using mobile phones as a marketing tool. The vaunted "third screen" in consumers' lives (after television and the PC monitor), the cell phone has long been considered a potentially important marketing and advertising tool, if only because it's the one device consumers carry with them throughout the day. But no one has figured out how to get the advertising to the phone without annoying the recipient.

You need to offer relevant info and consumers will build on that.

Text messaging is the first step because it has become an increasingly important means of communication for young consumers. Driven by shows like American Idol -- which generated nearly 14 million votes from subscribers via SMS this season -- along with SMS campaigns from McDonald's (MCD) and Coca-Cola (KO), short messaging is slowly becoming a more mainstream form of interaction.

Now companies including Flytxt -- the folks running Teen People's mobile marketing campaign -- Enpocket, and m-Qube are helping media firms extend their marketing reach to mobile phones. Even advertising agencies like Foote Cone & Belding and BBDO have recently announced partnerships to help clients develop mobile marketing strategies.

BBDO partner is here .

Foote Cone's partner is here.

Google and other search engines are looking to buy ad agencies. Ad agencies are now going mobile with their campaigns. So wouldn't it make sense for search engines to cater to the cell phone to keep pulling in advertising dollars?

Microsoft are you listening? This is your chance to dominate Search Engine Part 2.

"Just Do A Softee!"

Sometimes it's frustrating to watch the old champs struggle. I see this in Microsoft. If I was Microsoft I would to hire Andre Agassi just to provide motivation for the boys in Redmond.

Andre was at the top of his game, fell to the lowest rankings and came back to dominate again. How did he do that? He changed his game.

Google became dominant and an institution when they provided an easy way to get search results on your PC. Google is a simple page and various options with relevant results. It is a platform for search. But it is also something else.

“Do a Google on it” and “Google It” have become common phrases. The word Google went from being a noun to a verb worldwide.
Google is a “verb” for information on your PC.

There is no “verb” for mobile info, yet. There is no simple platform that offers relevant results. When the computer and the Internet go mobile, it will require navigational/interactive results, not search. Users will want directions, movie reviews, coupons, weather, flight info . Users will want to interact with the physical world, the world outside of the office or home. The demands will be completely different.

Remember, consumer demand will create the killer apps, and advertisers will finance it. The hard part is determining what applications/uses will consumers demand. I have plenty of ideas. Microsoft, if you want to find the next killer app, start thinking like a consumer.

If cell phones were sold in a big Dell box, would Microsoft try harder to dominate this space?

Microsoft has a built in search application in their upcoming LongHorn OS. This will be holy grail according to them. It will threaten Google. Why? Because Microsoft realizes that making a search query as easy as possible for the user will keep people from going to Google’s site.

What Google did with their toolbar for free, Microsoft is going to charge big money (and require a ton of memory) for the same ability with LongHorn.

Continue that thinking for the cell phone. Make navigating and interacting as easy as possible and build a “search window” right into the phone. It can be called a “search window” or a toolbar. It does the same thing. A search window makes typing in a keyword, clicking on a barcode, a function of the phone, not a separate application.

So here’s my suggestion to Microsoft.

The mobile Internet and mobile marketing today is where the search engine was five years ago. It’s a new technology that consumers are still trying to adopt. When it becomes “accepted” by cell phone users, the advertising dollars will flock to it.

Search was a function that consumers needed. Consumers drove the demand, advertising followed. The same thing will happen with the mobile Internet.

So Mister Softee here’s where your opportunity lies.

Get the MS toolbar/search window on the cell phone. Create a navigational/interactive platform that allows many consumer killer apps (I know plenty). Advertisers will be paying YOU to get on that tiny screen. Once you realize this is where the advertising dollars will be coming, then you will dominate the mobile marketing industry.

You can make navigating or getting info on the cell as easy as “Just do a Softee”.

The first company that recognizes that THIS is what search will be on a cell phone wins.

Here’s ANOTHER massive opportunity coming, do you want Google, or someone else to beat you again? I assure you this opportunity is much bigger than search.

This is how Microsoft Can Beat Google

Next High Tech Battle

From The Globe and Net players merge for next high-tech battle .

NEW YORK -- Adobe Systems Inc. and Macromedia Inc. are joining forces in a $3.4-billion (U.S.) deal aimed at establishing the merged company as a force in the rapidly evolving world of mobile communication.

The technology industry is increasingly convinced that its most exciting growth prospects involve delivering data and images to handheld devices, such as BlackBerrys and cellphones

Monday, April 18, 2005

Hewlett Packard In Pact With Mobile Phone Location Firm

From C/Net News HP in pact with mobile-phone location firm .

Hewlett-Packard announced a deal on Monday under which it will resell software from
Cambridge Positioning Systems used to help mobile-phone service providers determine the location of mobile-phone users. HP Services will integrate the software with HP's OpenCall Intelligent Network Server software used on the company's high-end NonStop servers.

CPS' Matrix software can locate a cell phone within about 330 feet, useful for emergency response and other location-based services. HP and CPS will both sell the joint product to operators of GSM mobile-phone networks worldwide

Some of the features of Cambridge's E-GPS service are here.

Psssst, Hey Gates You Wanna Beat Google? has an interesting piece on Gates VS. Google .

I read this knowing it has to drive Gates crazy that his Microsoft is doing all of the heavy-lifting while Google gets all of the credit. In the article you can see why MSFT keeps slipping up though. Microsoft missed auction (eBay), they missed travel (Expedia, Travelocity)and they are missing search (Google).

Will they miss the next major applciation?

What is the next major app coming down the road that MSFT should be focusing on...
What device will handle more internet traffic volume than the PC?
What computing device is owned by EVERYONE and carried EVERYWHERE, EVERYDAY?

Simply put, Google has become a new kind of foe, and that's what has Gates so riled. It has combined software innovation with a brand-new Internet business model—and it wounds Gates' pride that he didn't get there first. Since Google doesn't sell its search products (it makes its money from the ads that accompany its search results), Microsoft can't muscle it out of the marketplace the way it did rivals like Netscape.

If the guys at Microsoft started thinking like a consumer, instead of a corporation, they would have this space locked. When you do start thinking this way, the advertising dollars will follow. The search space wasn't driven by brands, it was driven by consumers, and then the advertisers followed.

For example, when I'm out with my cell phone, I think of it as a mobile PC. "What would I use my PC for right now if I had one". I then think about how I would make my cell phone a "for more info" resolver.

"What would I do a Google on right now?"... You see where your opportunity lies Microsoft?

Solve that problem and you own mobile search. Throw in the ability to spot a mobile phone via GPS for location based services and it's game over. For example, every SMS info service I see requires that you type in your zip code or street location to determine results.

Can't a GPS service do this for you? Eliminate all that typing. Wouldn't that be of value to a consumer?

The mobile internet is going to be enormous and offer endless opportunities. The mobile internet WILL NOT BE SURFING with your cell phone, it will be NAVIGATING IT.

The cell phone has a major function that even the lighest laptop with the strongest wifi/wimax signal can never have...the cell phone now has optical character recognition.

Optical character recognition (OCR) does the lengthy website address typing and connecting for you. You may be able to see it (barcode, logo, number),or not (RFID tag). With each identifer, the cell phone sees it and directs you to a specific website. That provides interaction with the physical world.

OCR will become your mobile browser. So the mobile browser players are under attack already.

I see every barcode, logo, phone number as a physical world hyperlink. What am I going to get when I click on it.

When I'm out and want to find the closest TCBY, I dont want to type in my zipcode (providing I know it in another city) or street address. I want my phone to know where I am,and give me relevant results. That's an app that will be consumer driven.

I imagine TCBY will want to know I was looking for their store and be willing to pay Microsoft a buck for this info too.I have many ideas I WILL WANT on my cell phone. Care to know what they are?

Microsoft. it's time to think outside the box. Literally.

Interactive Store Fronts

From PR MobileRC makes interactive store fronts a reality .

LocaModa Inc a pioneer of mobile
location-based interactive marketing and commerce, today launched MobileRC, an
interactive software application that enables shoppers to use a standard
mobile phone like a remote control, to control a large screen display
typically found in a retail environment.

"MobileRC is a very intuitive and compelling application," said Stephen
Randall, LocaModa's CEO. "People are more likely to interact with
location-based services when they remain in control. We do that literally by
turning their mobile phones into remote controls."

The MobileRC platform offers a hosted service that enables a storefront
interactive screen to allow prospective homebuyers to browse properties via
their mobile phones. Users call the number displayed on screens located in
the realtor's window.

I would imagine this service requires the use of a GPS/LBS type of device.

Give Them What They Want

From Easy does it .

Navigating to content through a series of menus can be frustrating for users. Recommendation engines promise to remove the pain from the content discovery process, and take providers' sales to new levels.

Give users what they want? Not if they can't find it.

An industry rule of thumb from the fixed Internet was content providers lose half their audience to frustration or ennui at every additional click it takes them to find what they want. Why should the mobile Internet be any different?

Indeed, a usability report from Norman Nielsen Group found that, to be genuinely useful, mobile portals must be able to bring content to users within approximately 30 seconds. Put another way, users are unlikely to discover content that is more than 30 seconds from the portal homepage. While the research is a few years old, its message was never more relevant.

Saturday, April 16, 2005

How Much Is That Latte In The Window

From Coupons Clip-Free .

April 18 issue - For years, consumers in Asia and Europe have had electronic coupons beamed to their cell phones. But in America, says Peter Fuller, executive director of the Mobile Marketing Association, "we're just now starting to think of the mobile phone as not [only] a communication device, but a centralized entertainment/commerce/ scheduling appliance."

In March, McDonald's teamed with tech firm Gamut Industries for a promotion offering people in Oregon and Washington mobile coupons (and free cell-phone wallpaper and ringtones).

Media company Enpocket teamed with Dunkin' Donuts to do a mobile promotion for its latte among Boston-area high-school and college students; 17 percent of those who got the coupons (there's an opt-in process) redeemed them. Marketers hope they'll soon be able to send coupons based on location: walk by a Starbucks, say, and get 50 cents off a mocha Frappuccino. Tasty idea

Hmmm walking by a Starbucks and being alerted based on GPS/LBS??

I just suggested many ideas .

The patents for all of this I think are here .

Friday, April 15, 2005

Mobile Humor

From PlayBoy . Yes, I do read the articles. And yes, I consider the Party Jokes as reading material.

Two women, a blonde and a brunette, were eating breakfast. A cell phone rang several times. The brunette asked, "Why don't you answer your phone?"

The blonde said, "it can't be mine. No one knows I'm here."

iPod Killers

Bizweek magazine discusses the threat iPods face when cell phones have the ability to download music and store it. Not really anything new in the article but it does educate people on the fact that your cell phone will be the remote control of your world.

Here's another way to look at this. See if you can how ubiquitous this will be.

Imagine if Apple had the ability to sell advertising on every iPod screen. People would say WOW!. All those screens out there, it would be huge.

Now, replace every iPod screen with a cell phone. What you have is a 6 ounce TV that you can carry everywhere and it is tuned into only one TV station. Would you like to be the company that sells advertising on that?....I thought so.

Now you see why mobile advertising will be enormous.

The New Channel

Mobile marketing- the new channel .

Take a 30-second TV ad - in the linear broadcast world, the consumer needs to be sitting in front of their TV set to watch the ad at the scheduled time - with mobile however, the ad can be delivered to them at any time and it is a far more interactive and targeted experience whereas the TV viewer might be distracted or even not watch the ad breaks

Mobile content is 'snack media' - short, snappy, entertaining and engaging content - it is meant to be on-the-move and is viewed when mobile users have a minute or two to spare. It has very wide appeal and might be sports or news highlights, movie trailers, music videos or even Mobisodes of existing television programmes, which are short episodes that are either unique or add to the broadcast experience.

Thursday, April 14, 2005

Wireless What's Hot And What's Not

From Billing Wireless 2005: What's Hot and What's Not .


When you talk about radio frequency ID, you think of chips embedded in things like the E-ZPass that motorists use to pay tolls without stopping. But in the not-too-distant-future, trillions of RFID chips will be implanted in everything. Outside the telecommunications industry—at retail stores like Wal-Mart, at the Department of Defense, Food and Drug Administration and so on—RFID is a white-hot topic.

In the mobile telecom industry, it's only a hot topic. The thought of RFID in every mobile phone, enabling it not only to be barcode scanned but also to read a bar code, is compelling. The missing piece to complete the mobile phone/wallet combination could be RFID.

Plausible Ponderings

I’ve been pondering the fight that will be coming up between retailers and brands once the physical world is connected. Huh? Well it won’t be long before you will be able to click on a barcode and be directed to a targeted site. The question is whose site should it be based on where you click.

This will be, in my opinion, revolutionary. It will also create access to more information than some would like.

I’m going to use an example of what I mean. I’m walking through a Barnes and Noble store and I see this great book on “Pictures Of History” priced at $45.00. I like the book but $45 seems steep. I take out my camera phone, click on the barcode, and I am taken to where the price is $39.95. I can either order right there through my phone, or wait till I get home.

Barnes and Noble lost “control” of their customer by allowing an outside application in the store. Every retailer is scared at the thought of a price comparison/outside application being allowed in their store via cell phone.

A $45 book is one thing, but imagine a $5000 Sony LCD TV in Best Buy. Think Best Buy might object to a Froogle like application in their store?

How can they stop this?

Search everyone with a camera phone before they enter the store (not likely).
Turn on a wireless jammer to stop cell calls (not likely)
Match any competitors price (not likely)

Put their own code on top of the manufacturers code (lot of labels would be required)..could be done way too costly imo.

Have some LBS (location based service) via GPS (global positioning) direct users when they click on a barcode. (very likely).. this doesn’t require ANY modification of the inventory.

Can this be done?
Can the GPS in my cell phone and my service provider determine that I am in Barnes and Noble . Does my service provider know my exact location? Can Barnes and Noble control the direction of all barcodes within the store based on the GPS location?

Could you designate a location to determine barcode owner and direction? On the reverse side. If I’m walking down a street past a McDonald’s and my coordinates are x,y,z, can McDonald’s send me an SMS coupon?

Will McDonald’s “own” a specific GPS coordinate and be able to advertise within a block of that coordinate?

Retailers still want a “closed network”. Does A GPS/LBS application allow it?

Will GPS/LBS be not only a defensive marketing application but a proactive one as well?
Wouldn't every search engine want this info to deliver accurate/relevant results?

Is this a cookie on steroids?

Say I’m entering my local mall, will a Macy’s know this and be able to send an SMS coupon to me? Will Macy’s have to pay the service provider for this info, or a special application?

Another variable in mobile marketing is eliminated with this.
If I got your permission to market to you on your phone, not only can I reach immediately, but I can also advertise to you based on your location.

Is there an application out there that can do this?

My thoughts, would love comments, input.

Alerts Via RFID At Boston Marathon

I wondered how long before this would take place. Most major races now use RFID chips and your time is registered at various checkpoints for results and verification.

I didn't think it would be hard to create alerts or transmit this data to interested parties.

HP technology takes every step at 2005 Boston Marathon .

NYSE:HPQ - News; Nasdaq:HPQ - News) today announced that it is providing the technology to track every registered participant at the 109th running of the Boston Marathon, the world's oldest annual marathon, and plans to make race information instantly available to fans, friends and family worldwide via the Internet.

The system allows runners to register up to six mobile or Internet email addresses for delivery of alerts from four checkpoints on the course: 10K, half marathon, 30K and the finish.

Hundred Dollar Bill Y'All

Here's a great idea that could a lot of exposure and kick start the meta-tagging concept.

Take a $100 bill and put a tag of some sort on it. Maybe the serial number on the bill would suffice. I don't think the Government would approve of defacing the bill.

Ok let's use the serial number on a $100 bill as the identifier and it gets registered in some way. Let's register the short code 66639 (MONEY).

Here's a neat game. Everytime you get a $100 bill, send a text message to MONEY and in the subject line add the serial number , your name (optional), location, and date.

The text you receive lists the names, dates, locations of all the previous posters.

There's a way to "follow" this bill wherever and with whomever. Celebrities could really get the ball rolling by putting their names on a cpl bills.

Or make a contest out of it. Find the lucky $100 bill and win $100,000. Service providers could plenty of incentive for text messaging with this contest. Maybe a brand could do the same thing. A great way to build a mobile database.

Instead of a dollar bill, use a barcode.

This would be a great campaign for Procter Gamble. "Click on ANY Procter Gamble product barcode, or send the barcode via SMS to see if you're a winner of x prize".

It gets consumers to look specifically for PG products (that's a task in itself based on all the brands/companies they own). Second, they create an enormous database based on all of the text messaging.

The prize would have to be pretty big to get the opt-in permission. PG could offer $1m. That is nothing for them, but it would educate people on how to connect the physical world though. A setup for upcoming individual campaigns.

Wednesday, April 13, 2005

Back From IronMan Arizona

Back from Arizona.

I had the pleasure to compete in the inaugural IronMan Arizona this past week.

On Wednesday it was 96 degrees and I really felt I would have an edge being from hot
South Florida.
By race day, Saturday, winds were up to 45 mph and the high of the day was expected to be 75. Those winds are not the kind of thing you want to face when you’re a big guy like me.
The swim was one 2.4 mile loop in Tempe Lake and was a balmy 65 degrees.

I couldn’t tell which was causing my teeth to chatter more, the temp or being nervous.

The race, although a little confusing, was a great one. The bike took us through the town of Tempe and slowed some of the bike times a bit. The ride back in from the desert was the joy. Wide open desert with nothing but cactus to block the winds. The winds were brutal.

The 2 lap run took us around the Tempe Lake and past some canals. Plenty of people along the course cheering us on.

And for the frat guy in the hula skirt and half coconuts for a top, well sorry but I just had to squeeze them to see if they were real.

I'm not happy with my time for this race at all. The conditions were the toughest I have ever faced and many of the pros said this was as hard as Kona, the World Championship race held in Hawaii.

Results for my division (Clydesdale 200 lbs plus under 39 yrs old) are here
My racing number was 912.

This was the first time in Arizona for me and it was very memorable. I couldn’t believe how big the cactus are out there. Enormous and they were everywhere. It is truly gorgeous out there.

The Tempeans did a great job of welcoming us. All the volunteers were helpful and made the race go by so smoothly.

A couple groups I would like to give a shout out too. The Arizona State Women’s Lacrosse Team. These ladies were great in the special needs section, and the ones I worked with made it hard to get back on the course….very cute girls.

The second group of people was the Marines or the Army. I couldn’t tell their group by how fast they got us out of the transition tent. They were wearing camouflage pants and white t-shirts and they were exceptional. Almost goose bump like.

Thank you for all of the encouraging emails I received, it is definitely appreciated.

My next race .

Flytxt Interview

A successful mobile marketing campaign will require creativity and have to offer something of value.
Getting permission has never been harder or rewarding when accomplished.

That is why I think focus should directed on mobile advertising companies and their campaigns.

I will be doing interviews to introduce you to some of the companies I feel have done, and are doing a great job. If any mobile advertising companies want me to tell their story, please email me.

Flytxt is one I have been following and I like what they are doing.

They have agreed to answer some of my questions I have about mobile advertising.

What are the biggest obstacle mobile marketing faces?

The biggest obstacles are:

Lack of education - mobile marketing services and technology: “marketers don’t know what is available and possible to help them meet their marketing objectives.”

Brand adoption – Companies need to gradually experiment and adopt mobile marketing as part of their marketing mix

Carrier-friendliness – There is too much red tape involved in getting a mobile marketing campaign off the ground at the moment. A loosening of the rules is necessary for the industry to blossom.

When do we see advertisers shift their ad dollars to mobile, or what will it take for corporations to shift their ad dollars.

2005 is kick-off year. We are currently seeing a number of large advertisers experimenting with mobile. We expect the market will steadily grow over the next 4 years and blossom in 2009.

The key in the short term is to demonstrate that mobile marketing delivers a strong ROI. The key is also to position mobile marketing in the right slots within the marketing mix

When a customer downloads a ring tone, or sends a text to a short code, who owns that data?

As long as marketers get an explicit opt-in from the customer, the data is owned by that marketer, and no one else.

What comes after ring tones, wallpaper and coupons?

Mobile marketing is an ever-evolving space. Handsets are changing on a monthly basis, enabling technologies such as:
· Mobile TV and radio
· Mobile Games
· Mobile Internet browsing
. Mobile Ticketing

Have you combined TV with mobile in any of your campaigns?

Yes, one of the most successful campaigns we ran was for Coca-Cola,
Txt Music to 84190

Here is their campaign

Are there any campaigns you’re working on now that you can share?

Our deal with Time Inc has commenced with Teen People and People Magazines focusing on:
1. Establishing a channel for mobile interaction within the magazines,
2. Creating an opted-in mobile community of loyal readers, engaging them in regular value-add communications with the brand.
3. Increase mobile interactivity among the Teen People audience and create multiple long-term mobile marketing and revenue channels
Reward the core readership (in the form of the “Teen People Mobile Club”) through loyalty rewards delivered via the mobile channel)

This is an exciting development for our work in the US as Time Inc are taking a long-term approach to developing their mobile activity and mobile channels. Time Inc in partnership with Flytxt are developing a sustainable strategy, rather than rolling out a series of isolated campaigns, as been the case so far in the U.S.

The story that i discussed before is here.

Anything upcoming you’re excited about.

Mobile advertising is an exciting development. This involves brands “renting” space on the carrier portals. This is a $300m industry in Japan already and is poised to grow strongly in the rest of the world.

If you could land one brand or client, who would it be?

Apple because I love their products

What separates you from other mobile marketing companies?

Flytxt’s offers Mobile Marketing Services and Technology under one roof, which enables us to provide both: the best mobile marketing solution paired with an intelligent, outstanding, reliable technology offering.

The most established Mobile marketing services & Technology provider in Europe and USA. Founded 5 years ago; over 2000 campaigns undertaken for clients to date.

One of the largest mobile marketing services companies. Over 40 people, offices in UK, Germany and US running campaigns throughout Europe and the US.

12th Fastest Growing Technology Company in the 2004 Times Top 100
Winner of the 2004 Marketing Direct Mobile Intelligence Award and the Revolution Award 2005 for Orange Wednesdays

Founder members of the Mobile Marketing Association and active members of the Direct Marketing Association

In one sentence describe Flytxt.

We develop and deliver innovative mobile marketing and technology solutions to support and extend our clients’ existing consumer relationships.

Tuesday, April 12, 2005

Google, Yahoo Start Your Mobile Search Engines

NeoMedia acquires search oriented patents.

This all evolves from Howard Rheingold's Smart Mobs book.

Howard you are a true visionary. If you want to see the future, get his book.

A cpl yrs ago I bought his book and realized how powerful this wave would be. At the time there was only one company that was public to invest in, Barpoint. Barpoint was bought out and name was changed to LoyaltyPoint.

I contacted the new owners of Barpoint at the time and tried to convince them the IP they had would be very valuable some day.

FT. MYERS, Fla., Apr 12, 2005 (BUSINESS WIRE) -- NeoMedia Technologies, Inc. (NEOM), an innovator in mobile marketing services and patented technologies providing automatic links to Internet-based information, today announced the acquisition of four search-oriented patents issued in the U.S. and pending in Europe and Japan from LoyaltyPoint Inc. (LYLP) of Atlanta.

Official press release

This is what Howard wrote a few years ago.

From Smart Mobs, "Barpoint allows users of existing cell phones, pagers, and wireless computers to swipe a barcode with a portable reader or use a telephone to call an automated service and enter the barcode of any item through the keypad.

The Barpoint service then provides pricing information and offers to complete an electronic order for the item. This simple capacity might set the stage for significant shifts in power between consumers, retailers, manufacturers and online merchants. For example, widespread use of wireless handheld devices could turn every bookstore on earth into a showroom for

You will also see that Symbol Technologies (barcode people) took a stake in Barpoint years ago.

More explanation of how this relates to mobile search here .

One patent that I find very attractive was announced in Oct 03'

This could be a BIGGIE.

October 14, 2003 - (, an online and wireless product information and shopping service technology provider, announced that the US Patent and Trademark Office allowed BarPoint a new patent. The patent application covers BarPoint's method for linking a billboard or signage to information on a global computer network via manual information input or by use of GPS

Seven Buys Smartner

From Mercury News Mobile email provider Seven buys Finland firm .

Seven , a Redwood City provider of mobile e-mail service that's challenging the BlackBerry, said Monday that it has acquired Smartner , a Finland company that has deals with mobile phone operators in Europe, the Middle East and Asia. Terms of the deal were not disclosed.

The acquisition increases the company's global presence, creating a customer list of 45 operators in 30 countries. In the United States, Seven teams up with Cingular Wireless and Sprint PCS for e-mail services

MobileLime Offers Payment And Loyalty Features For Cell Phone

From PR NewsWire MobileLime and POSitouch integration enable mobile shopping services .

BOSTON, April 11 /PRNewswire/ -- MobileLime , the only mobile shopping solution provider, today announced the successful completion of its first POSitouch integration at Big City, a popular bar and restaurant in Boston, MA. The POSitouch integration marks the first time restaurants, hotels, country clubs, delivery services and arenas can leverage their consumers' cell phones to build sales and improve profits.

Retail Control Solutions (RCS), the largest POSitouch retailer on the east coast, will offer MobileLime services to their food service and hospitality customer base

MobileLime transforms your mobile phone into a payment device and loyalty card at MobileLime participating merchants. It is secure, fun, fast, and easy to use. No longer do you have to fumble through your wallet searching for special coupons, loyalty cards, or all those credit cards!

Simply register your mobile phone number, your payment method -- which can be prepaid cash or a credit card, and choose your secure PIN number.

Mobile Advertising More Important Than TV

From The Why mobile advertising will be more important that TV advertising .

Mike Masnick writes some pretty good stuff. He picks apart a story very well.

In a sign that advertisers are finally recognizing that mobile spam doesn't work, one big advertising agency outlines the challenges in making people want to get mobile advertising.

Just as advertisers are realizing that the dream of pushing real-time ads to mobile devices is dying, it appears that a few are recognizing the power of advertising that's pulled by the user, rather than pushed by the advertiser. In fact, some say that user-requested mobile advertising is going to eventually take the place of television advertising.

User requested/pull marketing is the the key variable with mobile. What will get the consumer to request info and GIVE ME PERMISSION to market to them. The Primate has alluded to numerous ideas.

In other words, the whole mindset behind the entire advertising industry needs to change from one that's about getting as many eyeballs on the ad as possible to getting people to actually want to see the ad.

The mobile device becomes a window onto the the rest of the world for anyone who wants more information. It is not, however, a passive medium to which constant advertising can be pushed, but a tool that people will use
to find specific answer to specific questions.

Time Inc And Flytxt Create Mobile Campaign

A super idea. I will be blogging an interview with Flytxt shortly. These guys "get it" and just landed a monster client.

This is nice to see.

From Time Inc. to use mobile messaging with magazines .

Time will use mobile messaging to promote some of its approximately 138 magazine titles through offerings such as news, voting and exclusive content, the publishing giant announced Monday.

Time has awarded an exclusive two-year contract to London-based Flytxt to develop and implement interactive mobile programs for Time publications, starting with campaigns for People and Teen People magazines that have already begun, according to Flytxt representative Susan Donahue.

I already use People's breaking news alert via SMS. Just in case Nick decides to break up with Jessica and she needs primitive support

Gelenbe said that although Flytxt has notched only two major agreements with U.S. companies-the company declined to give details regarding its first American deal-the growing market here may entice the company to move its headquarters across the Atlantic.

Flytxt already landed Yahoo for a mobile partner .

"I really think 2005 is going to be the year of mobile marketing," Gelenbe said. "We see North America as a key area for us; we wouldn't rule out within 12 to 18 months moving to North America."

The strategy should be a smart move for Time, and not just for youth-oriented titles, said analyst Mark Donovan of M:Metrics, a research company based in Seattle.

Mobile Advertising To Replace TV Advertising

From Mobile advertising to take the place of TV advertising.

NORTHBROOK, Ill., April 11 /PRNewswire-FirstCall/ -- ZKid Network Co.’s (BULLETIN BOARD: ZKID) negotiation for the marketing rights of this new cutting edge European technology will allow it to be poised to take advantage of the hottest new medium in wireless technology.

A recent article in Culture magazine said, "That some say that user-requested mobile advertising is going to eventually take the place of television." Andrew Robertson, head of the BBDO advertising firm, is quoted in the article as saying, "We are rapidly getting to the point where the single most important medium that people have is their wireless device. It’s with them every single moment of the day."

Mobile phones are the nexus of communication for today’s youth, combining fashion, sports, entertainment, with the technological proficiency of today’s youth to take advantage of this new medium.

Friday, April 08, 2005

MyThum And Givex Hook Up For M-Coupons

From Givex and MyThum create Mx-Coupon program .

TORONTO, April 5 /CNW/ - MyThum Interactive , a leading provider of mobile
messaging solutions and Givex Corporation , a card management company
specializing in stored value transaction processing, jointly announce the
launch of the Mx-Coupon program to enable the delivery of redeemable coupons
to mobile phones through text messaging.

The integrated solution allows MyThum to deliver text messages with a
Givex Coupon Number to wireless cell phone users as a component of permission-
based marketing campaigns and loyalty programs in Canada and the United
States. The consumer then shows their message at the point of sale, where it
can be redeemed by merchants currently using the Givex gift card processing

"By incorporating Mx-Coupons into mobile campaigns, MyThum and Givex are
able to deliver a measurable return on marketing investment
" said Michael
Carter, President, MyThum Interactive. "Partnering with Givex enables MyThum
to offer an end-to-end, innovative mobile service to its customers," adds

The Mx-Coupon Program is more cost effective than direct mail marketing
because it eliminates printing and physical distribution costs
. The merchant
is able to track coupons and monitor their redemption relative to the number
of coupons issued. Usage of Mx-Coupon generates vital information on consumer
behaviour that can facilitate more accurate target marketing in subsequent

"There is a huge market out there anxiously waiting for more ingenious
ways to utilize cell phones," says Karen Budahazy
, Senior Vice President,

There are many ingenious ideas coming Karen.

"These consumers carry their phones everywhere. So, Mx-Coupon is always
with them, adding the benefit of using cell phones as a versatile means of
payment," further explains Budahazy.

The Promised Land

From Study tells marketeres to pick up the cell phone .

WHILE 80 PERCENT OF WORLDWIDE consumers sleep with their cell phones on, and some even admit to answering cell calls during sex, a new study by BBDO has found that marketers would be mistaken to read such promiscuous cell phone behavior as an invitation to advertise via mobile phones so casually.

Perhaps even more surprising than the "one in five" of those who claimed they have engaged in something we'll just call "cellus interruptus" is the main difference between Americans and the rest of the world when it comes to cell phone advertising.

While the numbers in America were practically nonexistent,(because you can't measure something that isn't available) outside the United States, 53 percent of the respondents in the other 14 countries surveyed said they have acted on a brand promotion they received on their cell phone. Overall, the study, which was conducted in conjunction with the Omnicom Group's sister direct marketing agency Proximity, looked at 3,000 individuals.

Fifty three percent acted on a brand promotion on their cell phone... An advertiser's dream.

This is why I have been harping on Google, and other search engines, to find a way to get on the phone. Once they do, advertisers will be more willing to shift their dollars this way

"While new technology--especially in the case of cell phones--offers a unique new opportunity for brands to engage with consumers on a more personal, intense level, a more balanced relationship based on permission, respect, on-going dialogue, valuable creative content and entertainment will result in consumers who are more likely to behave as advocates for their brands," said Valerie Accary, managing director-multinational clients, BBDO Europe.

Thursday, April 07, 2005

4INFO For Local

I use 4INFO SMS service all the time, more than Google's SMS. Try it, just send a text to 4INFO or 44636 (my Treo recognizes it automatically when I type 4INFO) and put in anything, stock quote, weather, sports team..

This is getting local search onto the phone. It also bypasses that $1.25 for every 411 call.

I have a better idea of what local search should look like and who should do it HERE.

From BusinessWire 4INFO announces agreement with Amacai .

PALO ALTO, Calif.--(BUSINESS WIRE)--April 7, 2005--4INFO Inc., the leading mobile search service, announced today an agreement with Amacai, the largest central data repository of enhanced directory information, to provide local directory information for mobile phone users.

Through Amacai, 4INFO will leverage the most complete and comprehensive national database of stores and businesses. Mobile phone users simply text message 4INFO (44636) with their search query and within seconds 4INFO delivers relevant results via text message. For example, the result for the search "Starbucks Palo Alto" returns the address and phone number for a local Starbucks in the area via text message. 4INFO works with every major wireless carrier including Verizon, Cingular and SprintPCS.

"4INFO provides the ability to locate local numbers and addresses easily and for free by sending a simple text message," said Zaw Thet, senior director, product marketing, 4INFO. "By partnering with Amacai, 4INFO will deliver the most relevant, accurate and complete results."

"4INFO is in a unique position to offer wireless users the ability to find local restaurants that serve a specific type of food or locate merchants that carry a specific brand of tire -- all at their fingertips," said Brian Wool, business development manager, Amacai. "We are excited to help enhance 4INFO's impressive network of local information with our unequaled business data."

TV Listings Coming To Mobile Phones

From TV listings heading to mobile phones .

For TV junkies, Gemstar-TV Guide International Inc. is developing a mobile-phone application that would let people search program listings, set reminders for showings and forward reminders to friends' mobile devices, company officials said Monday.

The company, best known for its interactive program guide found in many set-top boxes, is showcasing its new Java-based software at the National Cable and Telecommunications Association's show in San Francisco this week.

Currently under development, the mobile-phone IPG is expected to be available later this year.

Besides setting and sending reminders and being able to search for listings by title, date or network, the i-Guide IPG will include features for scheduling recordings on digital video recorders that support the technology, Gemstar-TV Guide officials said. Support DVRs include Motorola Inc.'s DCT6412 HD-DVR set-top.

In addition, the new application gives users access to TV-related ring tones, wallpaper and video content, including previews of select shows.

The mobile application is similar to an IPG Gemstar-TV Guide has offered in Japan through its Interactive Program Guide Inc. joint venture with Dentsu Inc. and Tokyo News Service Ltd. G-Guide Mobile is available through Japanese wireless carrier NTT DoCoMo Inc.