International Innovation in Mobile
In this economy, it’s important to stick to what’s been proven while still thinking outside of traditional ROI models.
This is why its often a useful exercise to look at new technologies and techniques in action abroad -- to see what worked, what didn't, and what might translate overseas. The “International Innovation in Mobile” session at the Mobile Marketing Forum earlier this month attempted to do just this, highlighting emerging ideas and trends abroad.
Panelists Harald Neidhardt, CEO and co-founder of Smaato, Federico Pisani Massamormile, CEO of Hanzo and Alberto Benbunan of Mobile Dreams Factory spoke about campaigns happeningaround the world, including:
- Coca-Cola Videogoals
Launched in Spain, this mobile campaign allowed users to follow the action of their favorite soccer teams. When a goal was scored, a 3D animated MMS of that goal was sent to all users following that particular team. People registered for their favorite team on the dedicated Coca-Cola portal and then received MMS in almost real time and totally free of charge.
- Your Moment of Fame
This campaign, sponsored by Sony Ericsson and implemented by Mediaedge and BHI Comunicacion, allowed residents of Madrid to send picture messages to designated stands throughout the city. Users sent a picture of themselves or their friends and family, and it appeared on the billboards inside the screen of a SE W880i. At the reserved times, all the ad stands changed to feature the user’s photo, turning anyone who participated into an instant celebrity.
- Half-Priced Mini
Customers in the market for a Mini-Cooper were able to customize their dream car on their mobile device for the chance to win it for half the price. Those who entered but did not win were still allowed to use the car for the entire weekend at no cost.
When looking for some inspiration, it's always fun to look at Japan, where 102 million people have mobile phones and 4 out of every 5 mobile users are on a 3G network. According to Kei Shimada, founder and CEO of Infinita, about one-third of mobile users are also on “all-you-can-eat” plans, opening up the possibility for usage based applications and realistic lifestyle functionality. In Japan, mobile is the focal point of a significant portion of day-to-day activity including job searches, weather and news information, concierge capabilities, transactions with vendors (i.e. mobile wallets) and 3D navigation that’s so advanced it can even tell users which route will offer the most overhead coverage in the rain.
No two countries are alike, of course, and so a deep understanding of the target market is absolutely essential. And due to the constantly evolving nature of the mobile platform, building a successful mobile strategy and presence requires an understanding of what is now, what might be tomorrow, and how users shift their mobile habits to their connected lifestyles. Finding that balance will continue to be the most effective way to innovate in the mobile landscape in 2009.
-Andrea Duchon
