Thursday, November 10, 2005

Mobile marketing is evolving to include Sony PSP

Well we've had news stories about advertising on video ipods and now PSP is joining the fray. is launching a Sony PSP channel with a free content promotion (via Brand Republic). It will be launched at the end of the month and users will be offered 10 free content packs to view on their Sony PSP's. The content will be the usual FHM type of thing - images and videos of girls (in their underwear I expect), behind the scenes stuff, interviews with the girls and viral teasers of what's coming up in forthcoming issues of the offline and online magazine.

The channel will be used to promote and its related mobile phone offering which is currently via network operator portals (Vodafone Live and O2 Activel). And also plans to make use of PSP's wireless browsing capabilities to create a browsable version of their site in the near future.

So what do I think of this. Well, I think it's great that Emap has had the presence of mind to pursue the PSP channel - with anticipated sales of 1m PSPs by Christmas, of which I guess the majority will be in the hands of young men, this is a great thing to do. Spot on in terms of targeting, a good demonstration of the scope of the Sony PSP (and I saw one in action at the Electric Picnic in the summer, and it was a rather fabulous piece of kit).

It does beg the question of how to define mobile marketing though. When I first started out, it was easy as it was all text messaging based (ok, so that was over 5 years ago and you had to explain what a text message was), and then it moved to 'stuff you do on a phone like SMS, ringtones and pictures' and then more recently we moved on to include games, applications and wap and now it's 'stuff you do on a phone, a PDA, an ipod,a mp3 player, a Sony PSP and, and.' I wonder what's next. And what the impact of wi-fi might be too.

Don't get me wrong, I love all the technology, and the potential it will bring, but by fragmenting the means of access, and the means of delivery, it could make it confusing for the customer, more difficult for the developer (how many platforms do you support exactly - over 200 mobile phones already + psp + pda + ipod + Gizmondo?) and more to the point to the brand. How does the client decide which channel to invest their money in ? If you're not into technology, how on earth are you supposed to work it all out?! (Clue, you get me in to help you.) It took TV 50 years or more to become fragmented to the state we're in today with 100s of TV stations. The mobile media world has already become fragmented in less than 5 years with multiple devices and multiple technologies, and mobile media is barely off the ground! The technology seems to be making a lot of things more complicated not less so. But it's fascinating to watch.

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