I am Helen Keegan, a veteran of mobile marketing, advertising and media since 2000. This is my diary and musings about mobile since 2004. I am part consultant and part events organiser in London, Barcelona and beyond (Swedish Beers and Heroes of Mobile). I write here about mobile technology and media and other things I'm interested in like theatre, art, crafts, business and life.
Independent mobile advertising agency, RingRing Media, today announced that it has already booked well over one million dollars worth of search and display mobile advertising for its clients, since its launch just four months ago in June.
The mobile buying and planning agency runs both low risk, performance based advertising campaigns on a cost per click basis, constantly monitoring campaign performance and fine tuning it to deliver unrivalled click through rates as well as CPM campaigns on all of the tier one trusted mobile advertising networks.
The news comes on the back of RingRing Media’s recent launch of its flagship product, I’AM, the mobile industry’s first mobile advertising network optimisation platform. Matt White, head of mobile at Yahoo said: “RingRing Media fills an important niche in the mobile advertising space. The company is one of the few agencies that completely understands the market and its potential to create a unique and personalised advertising experience for users. “In its first four months the company has risen to become one of our most important and valued partners.”
Yes, it's true. Both Swedish Beers and Mobile Monday London have their birthdays round about now - 7 years and 3 years respectively. And to celebrate, we're joining forces and having a big bash combining the best of both events in one big night out on Monday 10th November.
So the format's going to be a little bit different, but we hope you will still enjoy it immensely. So what's in store then...?
The Mobile Monday bit:
Well we have Tim Green, editor of Mobile Entertainment Magazine who is going to be our host with the most on the evening. And he's going to be interviewing four mobile industry celebrities for our delectation, talking about the year just gone and the year ahead and the odd anecdote or three in a chat show stylee. Our esteemed guests are Dr Mike Short from O2, Russell Buckley from Admob, Bill Thompson, a regular from the BBC's Digital Planet plus a mystery guest. There will be time for questions from the audience too.
We will have the MIReview Show joining us too and in the spirit of the evening, they will be presenting and filming some of their show LIVE on stage. (If you don't know them already, think Top Gear but about mobile technology instead of cars.). And we're still hopeful for a surprise or two.
This will all be happening at the CBI at Centrepoint (Tottenham Court Road tube) - Doors opening at 6pm for a 6.30pm start. Don't be late, otherwise you'll miss the Mobile Monday Chat Show as it will only be on for about an hour to an hour and half.
The Swedish Beers bit
Then once the show's a wrap as they say in TV land, we'll move on straight away to Bar 101 (it's underneath Centrepoint at the back) to join the Swedish Beers crew and enjoy some free beer, random chat and general good cheer courtesy of our very generous sponsors - The Future of Mobile and MX Telecom.
There's no formality at Swedish Beers, just turn up, be friendly, drink beer (or soft drinks), chew the fat, talk about mobile stuff (or not) and generally enjoy the vibe. To claim your free drink, you'll need to find one of the generous sponsors, one of the Swedish Beers crew or one of the Mobile Monday organisers to claim your beer token. Without the token, it's a pay bar. But it's open until late, so we can talk mobile nonsense until the wee hours if you like.
RSVP
If you'd like to come to the Mobile Monday Chat Show, please RSVP here by 'adding record' with your name and company details. No RSVP required for Swedish Beers. You don't have to come to both parts of the evening, but it would be fun if you did. The more the merrier as they say and both venues can hold a lot of us mobile types. So spread the word!
See you Monday 10th November in celebratory mode. Skal
Sharpcards has just announced its agreement with T-Mobile in the UK to embed its EMMA system (that's Enhanced Mobile Messaging Application to you and me) on certain of T-Mobile's handsets in the UK. This is to create a better MMS messaging experience for T-Mobile customers.
"Under terms of the three-year agreement, EMMA will be embedded within the messaging menu of the specific handsets. EMMA allows T-Mobile customers to send high quality ecards as easy as sending a text message, by putting the service right in front of the customer at a time when they're texting.
Ecards are designed as an imaginative was to send picture messages – fun and flirty animations for everyday sending, from the world's top brands.
EMMA comes in both Java and Symbian and is a fully integrated part of the handset software that requires no further installation by the customer. Content is continually updated and the customer does not pay a data fee to access the ecards."
T-Mobile in the UK, happens to be the cheapest MMS provider (as far as I know at least) at just 20p a message. And this represents very good value. The idea behind including the EMMA system, means that customers can access sophisticated mobile content such as animations and include that in their MMS messages. There's a one-off fee of 75p for the animation you choose, but once downloaded to your phone, you can use it as many times as you like.
I encourage ways to help normobs increase their usage of more sophisticated aspects of their phones and this is a great start. My only question is the pricepoint... is 75p too much for the average teenager (for I'm guessing it will be teenagers who might drive this) for something like this? I suspect once the service has gained some traction and is out there on a selection of handsets in the market that we'll see some ad-funded models emerging or specific sponsored content... I can already visualise Coca-Cola traditional Christmas animations and Love Hearts at Valentine's Day. I do hope so, as I think it will be at that point that this will really take off and could be an interesting spin on mobile marketing.
The more time I spend on this planet, the more I'm fascinated by human behaviour, the more I enjoy seeing the norms being challenged, the more I'm interested in how real people engage with and use technology. And I got a cup of that this morning.
There was a social media coup this morning over at Thomson Reuters in London. The Prime Minister was coming in for a press conference to discuss the measures the Government is taking to ease our current UK and global financial situation. Of course the usual suspects were there - kosher journos from The Guardian, Telegraph, City AM, BBC et al. But in amongst them were two of our own - Mike Atherton and Christian Payne aka Sizemore and Documentally. Both of them are regulars at the Tuttle Club. Both are very experienced in writing, filming, photography, blogging, vlogging, lifesstreaming and other bits of social media. But they're not journalists. They're not political analysts. They're just ordinary folk like you and me who happen to have an interest in this social media mullarkey. And they were there, in the front row, courtesy of Thomson Reuters, live streaming the event, with live chat on the side via Qik and Twitter.
You might say, 'so what?'. And I suspect you wouldn't be alone. Well the 'so what' element for me is that the powers that be recognised alternative media. They realise that blog distribution helps them reach the parts that other media doesn't. It means that I actually listened in to the press conference live. And it was even better because I could see the live chat going on alongside on Qik and Twitter. It was also fun to see how excited Mike and Christian were to be involved.
It makes this stuff real for normal folk. It's not about the City's suited and booted. It's not about having a press pass. It's not about being a political analyst or being in the inner circle. It's about being there, from the comfort of your own home, with your friends (and a lot of my friends were twittering about it and I expect are also blogging it as I write and you read).
Ok, so a lot of the questions were above my head (I was suffering from Continuous Partial Attention as usual - but that's another story) but it did mean I could tune in very easily. It didn't need fancy cameras (I watched a lot of it from Christian's Qik channel which was from his mobile phone I hasten to add), and it didn't need the BBC to broadcast it either. Thomson Reuters own video was much better quality in terms of production values but the Qik was definitely good enough for me.
It was also good to know that Downing Street's PR team was paying attention too. A friend who works with them told me the team was watching with interest.
I guess the interesting thing now is to see how this activity has galvanised the community in some way. Yes, of course conversations are important and news coverage seems to specifically encourage conversations. But conversations are just part of the story. As they say, talk is cheap. I would add that community is what you really want to galvanise. And I felt a little bit of that today. The community where I hang out were tuning in and chatting about what the Prime Minister was actually saying and doing our work at the same time and chatting with each other (you see, it's that Continuous Partial Attention thing again - I wonder if that means the PM should use shorter words and sentences or something?). And it felt really good to be part of it.
I've often asked the question as to what research has been done into what difference gender makes (or not) in terms of how we use technology - laptops, software, mobile phones, whatever. I've asked user-interaction designers, marketers, commercial folks, media owners and no-one has been able to point me to anything tangible. I suspect that the mobile network operators may have done research in this area, but they're not telling. And maybe the nice folks at What If? have done something in this area? (They happened to hold a lovely evening a couple of weeks back to celebrate the women in the mobile industry and I was invited.) Or maybe there's no need for stuff that is used equally by both genders?
Anyway, the few attempts by the handset manufacturers to appeal to women have had mixed results to say the least it seems. It feels like phones designed for women look prettier but are often dumbed down when it comes to functionality and applications. Is this just a reflection of how Western society views women anyway (i.e. they like us to be pretty but not too clever because that's scary)? Maybe I'm stretching the analogy a bit, or maybe there's more truth to the stereotype than I care to admit.
I know that putting a gadget in pink does sell product whether it's a pink kettle or a pink phone. But where is the insight into marketing a phone to women beyond making it shiny, pink or bejewelled? We probably don't necessarily need different phones (I'm very happy with my Nokia N-95 and I'm certainly tempted by the G-phone in white - neither handset is aimed at women specifically) but maybe men and women need them explained to them in different ways. Maybe changing the language is all you need rather than changing the model.
Admittedly, I'm a bit of a social butterfly at times and would go to the opening of an envelope if there were enough interesting people there. But this one really does look like an interesting concept.
If you haven't heard of it, then it's probably because you're not on Twitter. (And you're no-one if you're not on Twitter, according to The Twitter Song.) Because the concept of the the Harvest Twestival is to bring together 200 or so twitterati so we can see the real person behind the avatar and the 140 character musings at Doon on Trafalgar Square. (If you're interested in mobile twitterers, then Emily Freeman recently outed a few of us on her blog as 'ones to follow' - thanks Emily!)
The music on the night will be provided by the Madhouse Collective who will be integrating requests from internet channels that have been set up. Kai Fish from the Mystery Jets will also be DJing an exclusive set on the night. (I'm liking the sound of this I have to say.)
All profits from the night will be donated to The Connection at St Martin-in-the-Fields, a community centre based in Trafalgar Square that works with homeless people. Raffle prizes have been donated by the lovely people at Twitter, Firebox.com, Thomson Reuters, ITV and Harper Collins. And the event is made possible by the generosity of its sponsors - UnLtd World, Huddle, Diffusion PR, Tactile CRM, Winston & Strawn LLP and Just Giving.
All in all, it's shaping up to be a good night. And I'm guessing that there'll be a lot of twittering about it later.
