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Posts Tagged ‘mobile’

VivaStream – how to know “who to know?”- during DMA2011 conference in Boston

September 30, 2011 Leave a comment

imageI’m going to the DMA2011 conference in Boston next week, and this year the focus is on Real-Time marketing. What could be more relevant than that?

Learning about the different marketing methods that are leveraging mobile, social, and real-time data will be one goal of this event and networking is yet another (not a side effect).

VivaStream is a startup that is building a real-time mobile app and web-site that aims to take networking during business events like DMA11 to the next level.

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Before the event starts: you setup your profile, select the conference, browse the schedule, and press the Attend button for the sessions that you plan to go to. Any of your actions is broadcasted to the VivaStream stream telling others about you. VivaStream also offers a reach lists of relevant topics and you can select from one of the two following options: I’m Interested or I Can Help. VivaStream uses this information among other factors to suggest people that you should connect with. There are more useful features and details, but this is the basic.

During the event: Since this is my first event using VivaStream, I’m yet to see the real-time capabilities in action. As you can see in the picture above, VivaStream plans to share some of the statistics based on the information gathered from users’ activities, and to let us know about interesting presentations and spontaneously organized after parties – IN REAL-TIME.

After the event ends: there is a strong possibility to see VivaStream building a new professional social network for networking with a purpose, based on interest and need, and fairly quick.

VivaStream is a very busy start-up, but here are few suggestions for additional features that I would like to see:

  • Show me my agenda (calendar view) built based on presentations that I planed to attend to.
  • Allow users to enter topics
  • Create multiple streams based on different activities (it could get too noisy in a single feed stream)
  • Allow users to shout-out (for example: book signing now next to room ###)
  • Check-in to a session (and maybe check-out, or leave a comment)
  • Number of people interested in a certain topic (next to the topic)
  • Number of people attending a presentation (next to the presentation)

VivaStream has the potential to become an important component of any business event. It is fairly easy to see the value to the event organizers that can learn in real-time about activities within the conference rooms as well as outside, the presenting vendors looking for leads, and for the consumers that are looking for relevant help and experience.

Now, I’m looking forward to see how it all plays out in real-time. Go Viva!

Apple’s future profitability heavily depends on mobile!

November 18, 2010 Leave a comment

Will Apple be able to mitigate the impact of strong competition in the mobile market on future earnings?

The information is taken from Apples 2010 10k (numbers in Millions)

Net Sales by Product: 2008 2009 2010
Desktops $5,622 $4,324 $6,201
Portables $8,732 $9,535 $11,278
iPod $9,153 $8,091 $8,274
Other music related products and services $3,340 $4,036 $4,948
iPhone and related products and services $6,742 $13,033 $25,179
Peripherals and other hardware $1,694 $1,475 $1,814
Software, service and other sales $2,208 $2,411 $2,573
iPad and related products and services $0 $0 $4,958

From 0 to 5 Billions in one year – iPad success

iPhone sales almost doubled in each of the past two years (in 2007 when the iPhone was firstly introduce, sales were “only” 630 millions).

Apple also managed to significantly increase laptops sales(Portables), thanks to Apple’s success selling other products and building strong brand name. Yet, not at the same rate as iPhone revenue growth.

iPad sales is going down – it is now inside the iPhone?

Apple’s iPhone become a big source of revenue

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Apple’s iPhone share of revenue is growing significantly relative to the other products

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Apple is a multi-markets player: mobile, media, b2c hardware, b2b hardware, software and services.

Apple can always surprise us with a new blockbuster product changing another market.

Mobile marketing – mobile is not a single channel

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This may sound trivial to the people who are very close to mobile marketing world, but it is not that obvious to others who are still trying to adjust to the rapid mobile market development.

First, mobile is not just your cell phone, and it is not just the new smart phones like iPhone or Droid. It is also eReaders like Nook and Kindle, tablet devices like the iPad and its mini version, the iPod Touch. Even Nintendo DS could connect to the web. And it is also your old and suddenly cumbersomely looking laptop. If it receives data and could be carried then it is another mobile channel.

Yet, even all these mobile devices does not sum to the entire multichannel marketing story. A brand can communicate its messages in more than one way using smart phones.

  • SMS – short messages
  • eMail
  • Mobile web site
  • Mobile search
  • Apps:
    • With or without LBS (location based services)
    • Apps that uses the camera for capturing and scanning objects
    • Context specific apps like Drync

Why is it so important to be aware of all these interaction points? Read about the results of Microsoft’s experiment using multichannel mobile marketing here. Quoting Alison Engel, senior marketing director at Microsoft Advertising (from the same blog post)

The advertising effectiveness results demonstrated that advertiser value increases incrementally with the addition of digital media channels.

Some examples for running mobile campaigns using different communication channels:

  • Bottom up – start-ups like Foursquare and Gowalla that started as mobile apps – Foursquare encourages people to visit different locations many times. FS uses game like campaigns to drive traffic, loyalty, and revenue for customers like Starbucks.
  • Top down
    • Companies like Yelp and Facebook that adds mobile app to their web site – Social networks where people share about what they like or not. Knowing where they are in addition to what they like would help to build even more powerful campaigns.
    • The big brands that are using mobile apps to run location based campaigns like: Pepsi, Rolls-Royce, and others.
    • Companies such as McDonald that uses LBS services like Navteq to run mobile location based campaigns and seeing higher CTR.
    • News and content web-site like NYT, and The Weather Channel.
  • I’m sure that all these new mobile channels in addition to the already growing number of web channels, like Facebook pages and Twitter accounts are raising some tough questions in the Marketing department:

  • Finding the right balance of resources and budget allocation per channel
  • Executing different communication strategies via each channel
  • Measuring the effectiveness for a multichannel play
    Your thoughts,

Pictures credit: Keith Williamson

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