Greetings and welcome to the 239th Carnival of the Mobilists.

This week Eric Chan (@mobileslate) hosts a double-shot of Carnival of Mobilists, all right before the 2010 CTIA Fall San Francisco Conference.

“First double-shot: Martin Wilson over at Indigo 102 starts us off and writes about the next Nokia and Intuit global alliance: Another nail in the coffin for directory publishers?

The opportunity in a real and trusted role as intermediary marketer for the small business is really up for grabs. I have always said that new players would emerge and stake a claim in this potentially very lucrative space – I am not convinced Google will dominate as many think, Nokia could well prevail if they play the right cards.

He also writes about Seven Shortcomings That Can Wreck Your Mobile Strategy

We concluded that many companies deserve high marks for trying to ‘think mobile’, but their execution is mediocre at best.”

 The full Carnival post: Here

Martin has spent almost 10 years involved in developing, marketing and commercialising mobile services and has developed an indepth knowledge. Having supported some of the world’s large media owners in developing mobile services his track record of delivery speaks for itself. Martin is a true expert in mobile who really understands how to open the mobile environment in an effective and often complimentary way for the organisations that he works.  If we can support you get in touch (martin@indigo102.com).

(Follow us on twitter: @indigo102)

36% of UK Mobile Consumers plan to use the Mobile Internet in Next Year

The research shows high interest in mobile websites, with an average of 28% of European mobile consumers expecting to access websites once a week or more using their mobile phone over the next year. British mobile consumers emerged as the most likely to use the mobile Internet regularly, with 36% stating their intentions to do so over the next 12 months, followed by Germany at 27% and France at 20%.

Take a look a look at where we are today. In the UK, 14m consumers use the mobile internet, some 23% of time spent online is via a mobile device – this shows the reality of mobile. The issue is that today that less than 3% of businesses have a website optimised for a mobile, a staggering discord.

The research asked a 1,000 respondents in each country – Britian, France and Germany. Free access to websites on the mobile Internet emerged as a major driver for usage, with 56% of consumers in France and the UK, and 35% in Germany, stating that they would be very unlikely to use websites which charged them a fee. Fast loading times of websites to the mobile device and simple viewing and navigation were also key amongst French, German and British mobile consumers, with relevant and useful content whilst on the move also featuring highly for Germans.

Other key findings included:

• On average, 30% of mobile consumers (30% UK, 25% France and 36% Germany) were willing to receive alerts from websites of interest on their mobile phone, with 38% preferring these to be via SMS rather than email.

• Mobile search engines emerged as the most popular means of accessing websites on the mobile handset in all three countries, followed by bookmarking in the UK and France, and alerts and notifications in Germany.

The results show that there is a clear and growing market opportunity for the mobile Internet. Mobile is set to be a significant channel and key channel for marketers. However, organisations need to ensure that they deliver to the needs and expectations of a mobile audience.  Mobile is very different to the fixed online environment and is not about transfering your existing offer to a new screen. The mobile channel brings with it a whole load of new considerations – sadly something that many organisations are failing to grasp today. 

A recent European study, by the Mobile Marketing Association (MMA) (www.mmaglobal.com) and research partner, Lightspeed Research (www.lightspeedresearch.com), has found on average a quarter of consumers would be more likely to respond to advertising in any media if it allowed them to do so using their mobile device.

The findings of the study should be a wake-up call to advertising and media agencies. Mobile should be firmly in the mix when looking to develop campaigns. It is still amazing to see so many ambient campaigns that don’t carry a call to action that is compatible with a mobile. Many of those that carry web site addresses fail on the fact that the site is not optimised to mobile – very large pages sizes and full of graphics.

The research asked a 1,000 respondents in each country – Britian, France and Germany – about their awareness of and preferences for mobile response options and how mobile would enhance their engagement with advertising. Consumers of all age groups demonstrated high levels of awareness and response across multiple media delivery methods, including print media, cinema, radio, outdoor and in-store advertising.

Texting a keyword to a mobile short-code was cited as the preferred method to responding to an advert.

Television advertising was most frequently mentioned for its inclusion of mobile response mechanisms across all three markets, and was perceived by consumers to be the media where mobile response was most effective. UK consumers however emerged as being more likely to respond via mobile to adverts seen on a PC or laptop, while those seen in a print magazine or on a PC or laptop were most popular in France. Direct mail came out on top for consumer response via mobile in Germany.

Key findings included:

• On average, 25% of consumers (31% UK, 24% France and 20% Germany) felt that they would be more likely to respond to an advert that provided a mobile response cue.

• In the UK, mobile response advertising seen on a PC or laptop elicited a higher activity rate in the last month (25%) than other media. In France, print advertising or advertising delivered via a PC or laptop was the most popular (34%), while direct mail was ranked the highest in Germany (23%).

• Texting a keyword to a short-code was recognised as the best way to gain a response in all three countries, while going to a mobile site or calling a number were also popular across all markets.

Providing a response mechanism using mobile is the ideal way to increase the impact of any marketing activity. A mobile call to action enables consumers to engage with brands whenever they want, where ever they are – perfectly aligned to the increasingly mobile lives that many consumers now live. To capitalise marketers and agencies need to understand the value of mobile and more importantly how to integrate in a way that will really engage and add value to consumers, this second element far too many fail on.

 The latest column post from our Managing Director – Martin Wilson -  mSearchgroove; the leading source of analysis and commentary on mobile search, mobile advertising, and social media.  Seven Shortcomings That Can Wreck Your Mobile Strategy – Not just saying whats wrong, but suggesting solutions.

Link to post on msearchgroove: Here

Column post

Yesterday Camerjam events hosted another great mobile service focused conference. The event titled ‘M-publishing’ focused on the future of publishing in the mobile environment.

The event opened with a great key note from the effervesent Jonathan MacDonald. Below:

As you can imagine there was a lot of talk about applications, I don’t how many times the iPhone was mentioned (a lot). I sat on a panel talking about the iPad, a core question – would the iPad market change the publishing industry? 

In short NO - publishers are the ones that will/should change the industry not a device! Why? - relying on  traditional models will simply not work in mobile the business approach and mentality needs to change, and fast. I have previously written about: Real Reasons Why Traditional Media (& publishers) Can Really (Still) Win Big In Mobile. 

Following on from yesterday there were a lot of topics covered, different approaches spoken about; native applications, web applications, paywalls, freemium, advertising… there were also some areas that were not really addressed, context (service and advertising), hybrid applications, user retention…  I felt compelled to share some thoughts. 

My advice to media owners and publishers when progressing a mobile strategy:

First of all: Mobile is a proprietary environment that is emerging and fragmented – there are NO right answers! There are methods to approaching mobile that will enable you to build a sustainable foundation and trial elements that establish the right strategic approach for your business. Having defined, delivered and successfully taken to market mass audience services in three continents there are many challenges and barriers that organisations need to understand. There are some methods that you should not use to approach the market. (See: Mobile: Why Run before you Walk…).  Start point:

MOBILE is another channel but it has very different characteristics to fixed online

• Reality of mobile – device is very personal, lifestyle orientated, user is paying (or percieves to be), no-one ever reads a manual, device is generally difficult to use (relatively poor interface)…
• Consumers when mobile – typically want something, immediacy is often critical, relevance is key, pulling information is not an issue, actionable is a pre-requisite…

MOBILE = COMMUNICATION & SOCIAL (Both natural parts of our life)

• Offer – unlikely we will find a new use for our mobiles so more than likely any service or product has to dovetail in to our existing habits and activities and offer value (or fun)  

PRESENCE = LOGICAL, RELEVANT & TRUSTABLE (The ’how’, ’why’ and ’what’ is so important) 

• Why? – Why are you interesting in mobile and why is your offer relevant to a mobile user (not just because it is a big audience!) 
• What? – What do you want a consumer to do as a result of interacting with your service
• How? - A common mistake that many make is to focus on the device or platform - iPhone, Andriod and now iPad etc. – tactics come into play as you consider execution, not from the outset.

Thinking tactically is fine if you wish to progress a niche path into the market – or develop a showcase service. If you wish to establish as strategic foundation this can be fatal. Don’t get caught up in the hype and technology. (See: ‘iSyndrome’ – Why limit your slice of the pie?) 

ENGAGEMENT = ATTRACTIVE, FUNCTIONAL & EASY TO USE (Services have to offer utility and deliver results)

• Features – Can add value or create barriers (i.e. some carriers/operators in the require applications to be individually signed if they use device features like PIM (contacts book) 
• Retention – Roadmap and adding new features/funtionality is important otherwise users will not comeback (See: Flurry of stats paints shocking picture of Application loyalty)

DISCOVERY = ACCESSIBLE, COMPATIBLE & PERFORMANT (Steps simply represent barriers) 

• Approaches – Re-directed, Leveraged, dedicated, unchartered, in-direct (each can play its role)

REPORTING = KNOWLEDGE, COMPARISON & EVOLUTION (Everything in mobile is potentially measureable) 

• Metrics - distribution, in-service activity, campaign tracking

REVENUE = RELEVANT, INFLUENCING & ACTIONABLE (Everything should firstly deliver value)

Key is to understand limiting factors – potential barriers – from the outset develop a mobile approach that can be controlled by the individual organisation and built from a consistent foundation, not one reliant on or constrained by third parties.  Get as much out in the open from the start! Think about the market – not individual devices and platforms – think about the consumer and the offer.

At Indigo 102 we specialising in bringing out the realities – communicate the benefits and risks – at the early stages. We work with organisations to build mobile strategies that deliver value over time and develop services that are sustainable. If we can support you to invest wisely and establish a sustainable mobile platform get in touch (martin@indigo102.com).

Mobile. Touch. Web

In the past 15 years technology has changed in ways that no one could have forseen. Now with the convergence of the mobile Web and touch screen technology we’re embarking on another journey into the unpredictable. However… 

A Collaborative vision

If we’re all heading in the same direction why not make use of the hive mind to prepare ourselves? We asked some leading industry thinkers what they thought. To make it easier to digest we’ve grouped these thoughts into common themes.

Take a look at what other people are thinking.

Welcome to the 217^th edition of Carnival of the Mobilists. This week it is again the turn of leading mobile strategist Martin Wilson of Indigo102 to provide his take on a week in mobile.

A week in mobile is never a dull affair.

The mobile buzz has continued in no uncertain terms; two major US events completed – South by South West, in Austin Texas and CTIA, Las Vegas Nevada. M&A activity continuing – Amdocs snapping up UK based MX Telecom, Nokia buying Chicago based mobile browser operator Novarro. Location based services and advertising still a major topic of conversation, Martin gives his view on the challenges and who he believes have potential to win out.

 A theme that seemed to resonate in a number of posts this week; People are key, their needs may not always be placed at the forefront of thinking! (We will let you judge). 

Here are some of the week’s highlights – we hope you enjoy the read.

EVENTS

The dates announced for the forthcoming Mobile 2.0 Europe 2010 – June 16th and 17th 2010 – the talk ‘Emerging Mobile Ecosystem and Disruptive Mobile Innovation’.

Another year of CTIA, event round-up through the eyes of Chetan Sharma – Ground Hog day or has the industry moved on? New devices, Network upgrades, mHealth, increasing focus towards developers and everyone talking about a ‘Revolution’ (?).

MONEY MAKERS

Location, Location, Location – Martin Wilson posts a Guest column at mSearchgroove. Advertising based on location is set to be the most valuable and highly contested sectors – the winners may not be who you think!

Mobile 2.0 – Because You’re Worth-it – Volker Hirsh, critics the Juniper forecasts for Mobile 2.0 as not being potentially lofty enough, have they missed the mash-up?     

New developer models – James Coops from Mobyaffiliates, talks up the potential for affiliate programs to support delivering value to app developers.

CUSTOMER’S WORLD

App (or not?) debate continues over at PSFK. Jeff Swystun, Chief Communications Officer for DDB Worldwide, suggests we are at an amazing pivot point where all channels of communication are valid – What, Who and the best Way, the questions for marketers?

Mobile Commerce is real, just ask Ebay and Amazon – Carl Martin at Redweb – points out the principles and argues that apps can segment and isolate – ‘look into the mobile web before taking the application route’.

Firefox Windows Mobile fire goes out – Tam Hanna – believes customers will now be left in the rain and frustrated as Mozilla puts their Windows Mobile development on hold. The Opera door opens.

HEADLESS

Herding chickens (or Cats?) – Declan Lonergan from the Yankee Group, accuses the mobile operators of being in danger of neglecting traditional services and alienation of profitable customers.

Whose mistake? Yours! – Mark Bridge of TheFoncast – argues; just admit the mistake is your own. Don’t blame the manufacturer or network operator!

LEARNING & DIALOGUE

The educating power of mobile Judy Breck gives an insight to how mobile offers individual kids the unrestricted opportunity to learn – Handschooling.

Spill the berries – unintended consequences – Russell Buckley at Mobhappy, following his visit to ArabNet; provides an interesting anecdotal insight into why BlackBerry maybe booming in the Middle East, and a lucrative premium grey market.

HELP IN HAND

Fortunately there is a solution – Dennis Bournique of wapreview.com. Highlights the trials and tribulations of the Android G1 and Magic [limited RAM] and gives guidance on making the most of a compromised device.

Hope you agree that there is some great content this week. Please keep your submissions coming in; email – Carnival of the Mobilists

Next Monday head over to Mobsessed for the next instalment of the Carnival of the Mobilists from Carl Martin.

ABOUT

Carnival of the Mobilists – the weekly line-up of top-notch mobile blogging from experts and mobile passionatas — the Carnival exposes you to the very best posts of the previous week, all written about mobile and gathered together in a central place. You can read the summary on the host’s site and click on any story that catches your eye. Each week, it’ll be hosted at a different site, so you can visit the Carnival and experience both new writers about mobile, as well as all your old favourites.

Martin Wilson – has been involved in digital media for over 14 years, during which time he gained a wealth of experience in the fixed line and mobile Internet, and a deep understanding of the local space. In January 2008, Martin established Indigo 102, an independent consultancy, to assist organisations (including digital advertising agencies, directory publishers, media owners and online service providers) take their brands – and value propositions – mobile. In this role Martin has supported the development and launch of mass market mobile services across three continents. You can contact Martin directly (martin@indigo102.com) and follow on Twitter (@indigo102). 

Image by foreversouls 

Welcome to the 210^th edition of the Carnival of the Mobilists. This week it is the turn of Martin Wilson from Indigo102 to provide his take on a week in mobile. 

With only a week to go until the biggest event of the mobile calendar there seems to be no shortage of goings-on in our exciting industry. A common theme this week seems to be the opinion that the key to success in mobile is going back to basics – and getting the right skills, people and partners to deliver.

Here are some of the week’s highlights – we hope you enjoy the read.

The week got off to a flyer when well known industry contributor Tomi Ahonen posted his controversial summary of Mobile market share of 2009 at Communities Dominate Brands.  Numbers were backed up in a release from Strategy Analytics, which suggested that Smartphone sales in Q4 2009 had grown 30% year-on-year to reach a record 53m units.

The gadget war seems to be firmly on, with new devices and features seemingly emerging by the hour.  A throng of announcements is due in the coming week, although Generation Y’er Emma Vernon dismisses the Apple iPad for not fulfilling the basics. Which does beg the question – how ‘Smart’ do we really need our Smartphone?

The Back to basics theme is echoed by Redweb mobile strategist Carl Martin, as he urges the industry to slow down and return to the core values of marketing. “Train up and skill-up in mobile” – is the cry from top digital dog and mobile evangelist Tom Eslinger, from Saatchi and Saatchi. In an interview with mobiThinking, Eslinger strongly advocates the need to recruit people who understand mobile as it becomes firmly placed on the agenda of the top creative agencies.

Mobile marketing is certainly going mainstream for those not on the bandwagon and over at Mobile Marketing Watch, Return on investment (ROI) and education [or a lack of] are cited as reasons for hesitancy. The opportunity is certainly there as Tomi Ahonen posts a mind boggling array of statistics in his renowned annual view of the mobile industry. Over at Mobile Ecosystem we get the announcement from the GSMA and Comscore for the Mobile Media Metrics and with it some encouraging statistics for UK mobile internet activity.

In an candid interview with industry veteran Francisco Kattan, from Alcatel Lucent, WIP’s Caroline Lewko talks about the changing shape of the mobile development and asks “Are there too many go to market options for developers?”. Kattan gives his views and demonstrates how Alcatel Lucent is firmly focused on supporting developers.

The Microsoft mobile debate, or speculation, continued to rumble the rhetorical question – ‘but do we really care? – Of course we do!  Speculation is rife and we all want to see what Microsoft is intending to do as it scrambles to recover its position in mobile.  Suddenly, in the next breath Techcrunch reports the revealing of Sony Ericsson’s Aspen and WinMo 6.5.3. Mark Bridge of The Fonecast subsequently wades in with his own X-Files style conspiracy theory.

“Location” is the topic for Ajit Jaokar of Open Gardens, who praises Nokia for going back to grass roots and believes Nokia is setting the agenda as an industry leader once again. Praise continues for Nokia as Dennis Bournique, at Wap Review, gives his views on the N900 and describes how he believes it represents the next generation of mobile browsing.

Partnerships have always been a key component of the mobile ecosystem, with the operators playing a major part. The Ad networks have largely chosen to go it alone. Mark Westling of Sigma argues that engaging operators into the advertising platform has its advantages and the potential to deliver far greater returns.

Over at MSearchGroove, leading industry commentator, Peggy Ann Salz offers a headline overview of the recent M-days event in Munich – trends from Christian Lindholm, of Fjord, mobile operators embrace ad-funded models from Kerstin Trikalitis, of Out There Media, and insight to Eastern European mobile operators and leading content owners on the problems they face and progress they have made.

Mobile is clearly already presenting some real returns.

Companies succeeding in mobile are those players that have recognised the gaps in their knowledge of new media and have brought in professionals that do (even better if these professionals are themselves digital natives with an instinctive grasp of mobile and its impact on every aspect of our daily lives). What it will take for Traditional players to succeed in The NEW NEW Media world.

Organisations need to stop thinking of mobile as a technology and understand it is a utility. The mobile device has evolved into a multifunctional tool. It is our social organiser, our information resource, our boredom filler. Basically, it supports our lives.  As a marketing medium mobile is only set to grow in value. Providers that get the basics right and forge partnerships that allow them to unlock the potential of mobile, monetise their digital assets and deliver features that add value to our lives will be well-equipped to compete against rivals and win. Guiding organisations in defining and developing a mobile presence is a core part of the work at Indigo 102.

I always suggest that the importance of the basics can never be overstated.

There is some great content in this week’s Carnival. It wasn’t easy picking this week’s best posts but there can be only one winner in each category. I’m giving the award for Best post by a Carnival newcomer to Emma Vernon for her post on how the iPad fails to excite Generation Y.  Post of the week honors go to Carl Martin at Redweb for his cry for ‘Back to basics’.

Next Monday head over to Communities Dominate Brands for the next installment of the Carnival of the Mobilists.

Images by foreversouls and from Cobrasoft at Stock.xchng

I have been asked many times why Indigo 102 as a name. I tend to answer why not?

The first myth is no I am not aspiring to be a DJ and open a new radio station.

So why Indigo 102? Indigo has always been a great colour and represents a level of neutrality in an online and mobile environment – so that is the ‘Indigo’ part. For those with a design knowledge the RGB colour for Electric Indigo is 102.0.255 – so that is the ’102′ part. 

For sticklers out there I know that we don’t use Electric Indigo in our Logo colours, that is because it is quite bright.