Mobile Point View by Paul Ruppert

Interview with Laura Marriott, Mobile Marketing Association

Here's a an audio (scroll down) primer on the Mobile Marketing Association from its President, Laura Marriott. I had the distinct pleasure--and fun--of meeting and interviewing the President of the Mobile Marketing Association at CTIA which you can listen to here.

Laura's s view of CTIA

...not much emerged at the show from the mobile advertising segment. Although there was increased interest and attendance from the agency and advertising arena reflecting a growing understanding and recognition of the importance of mobile in the marketing mix. Meaning: good things to come in mobile marketing.

What is the MMA?

Good question--a laurel which Laura tossed my way twice in the interview. MMA is a global trade association across the entire mobile marketing ecosystem with regional representation in the US, Europe, Asia and Latin America reflected by 600 companies in the business drawn from across the world. The Mobile Marketing Association is the premier trade association that strives to stimulate the growth of mobile marketing and its associated technologies. It's membership is comprised of drawn from the worlds of advertising agencies, advertisers, hand held device manufacturers, carriers and operators, retailers, software providers and service providers, as well as any company focused on the potential of marketing via mobile devices. 

Listen to Laura describe the differentiating aspects of innovation and creativity development across the world.  (1x, 11:51 min)

Is the MMA important?

Yes. As consumers increasingly use their handsets to browse the Web, it's no wonder that advertisers see mobile screens as valuable turf. In the US, cell phones haven't yet proved to be the same kind of advertising bonanza as the Internet, mostly because of the wireless industry's more controlled nature and the slower adoption of text messaging and mobile Web services. But momentum is gradually building, especially behind text-based marketing campaigns, which are more prevalent in Asia and Europe.

According to research firm eMarketer, worldwide spending on mobile advertising totaled $2.7 billion last year and is expected to hit $4.6 billion in 2008, rising to $19.1 billion by 2012. In contrast, eMarketer projects that Internet advertising in the U.S. alone will reach $25.9 billion this year. Global brands drive much of it since the advertising business is driven by global brands, while the types of marketing varies region to region. More text based in other parts of the world than the US, with use of sponsored Peer to Peer messaging for example in places such as India and Africa.

MMA Boards in each region set the regional focus while following global advertising guidelines and policies. Overall goal of the MMA is to provide ease of use of for global brands to enter the market on a global basis, not a carrier to carrier, country to country basis. Part of this is promoted through 8 events across the globe sharing as a best practice identification and inspiration process source. For those who are interested in pursuing the MMA best practices, there are also lots of white papers and other free downloads at their website.

The Elephant's Legs

MMA dances between the legs of two industry elephants, advertising and mobile. Through the deft leadership of Ms. Marriott she's been able to wrangle these beasts and have them cooperate successfully. Challenges exist such as extending reach and fully using the feature rich phones for advertising, but through education of brands as well as consumers on leveraging the technical sophistication of mobile phones the conversation around mobile advertising has made great strides.  As Laura rightly concludes: "Mobile advertising is going to be hot this year!"

GestureTek: CEO Interview

While at CTIA 2008 in Las Vegas I ran into to William R. Leckonby, CEO of GestureTek which you can listen to here (scroll down).

Bill Leckonby doesn't look like your EZ Bake CEO so often seen at fledgling companies. Bill is in his 60s, a silver haired Yale trained engineer and has over 22 years of CEO or President experience. That's reflective of GestureTek's heritage, a going concern launched in 1986 when they invented and shaped the field of ‘applied computer vision’ for computer-human interaction. The company’s multi-patented video gesture control technology (VGC) lets users control multi-media content, access information, manipulate special effects, even immerse themselves in an interactive 3D virtual world – simply by moving their hands or body.  Think either CNN anchors on election night changing screens with the movement of a hand or Tom Cruise in Minority Report--all their handiwork.

Listen to my interview with GestureTek CEO (1click, 5:38 mins)

GestureTek now has jumped to mobile. Through the camera on your mobile phone, any handset device  device can be enabled to control the device through gestures such as shaking, rolling, or banking.  Minimal software embedded on the camera pre-distribution by the operator, and that's it. Alternatively it can be downloaded via a game program which incorporates the GestureTek software. Very low calorie high impact solution. GestureTek already has their software on applications within NTT DoCoMo and Telefonica in Spain.

Watch GestureTek. They are about to become a long term, overnight success story.

Monetizing Never Ending Friending: Hook Mobile

CTIA Innovation Sighting: Hook Mobile

At CTIA I've been examining the Social Networking Services space, sometimes referred to as Social Network media, and came across Hook Mobile, and their CEO Terry Hsiao.

Hook generates additional revenues for social networks and their application developers by offering an open API that delivers a "low calorie" multimedia experience using MMS. They essentially serve as an enabler by sitting at the center of a pyramid formed by the SNS providers such as Facebook and MySpace, operators such as ATT or Vodafone, the application providers that are riding on the open APIs fostered by the SNS portals and the subscribers.

Hook provides an innovative technical solution heightening "interoperability" between SNS and mobile operators.  Technically they simplify the delivery process of mobile multimedia by universally rendering to the handset, providing the back end billing solution, all enabling the capture of incremental revenue opportunities of the volume of rich media user generated content. The expectation is that much of the content consumption will from big branded content to the application level, or UG (user generated) content. So Hook will be well positioned and prepared for that shift. It already has gotten significant industry attention including being selected by IDC as a Top 10 Mobile Company to Watch in 2008.

Listen to my interview with Hook Mobile CEO Terry Hsiao (13 mins)

The company is founded by veteran entrepreneur Terry Hsiao, who co-founded the immensely successful Inphomatch--which grew to Mobile 365--providing SMS messaging interoperability thus feeding the explosion of text messaging, especially in the US. Mobile 365 was sold for $417 million in September 2006, so Terry is a well tested entrepreneur. He's secured funding for the company through Accel Partners and IDG Ventures, both which closely invest in mobile.

Besides the technical solution provided, unlike many Web 2.0 companies Hook pursues as strategy close to the carriers, so they are well positioned with the American operators, as well as in close trials with Facebook, MySpace and others. It is critical to note that Accel also was early (pre-Microsoft) investor in Facebook. So don't be surprised if Hook is soon to be a solution on Facebook.

Looking Out at CTIA 2008

March 31st through April 3rd, I'm going to be at CTIA in Las Vegas, with 50,000 other mobilistas of the wireless ecosystem.

To streamline my efforts I'm going to be on the look out for the usual innovations and interesting announcements at the event. But instead of randomly waiting to see what comes down the pike--or through the email box--I'm focusing my attention to three areas of strong interest to me right now: Mobile Advertising, extending Social Networking Services (SNS) and social media to the mobile, and mobile payments.

Some might wonder if there's any connection to the three. There is in my mind, but it isn't clearly linear. Mobile advertising is viewed as the revenue bridesmaid. Lots of hype but not much traction yet. All true. SNS is the biggest growing phenomenon of Web 2.0, and whenever you go mobile that just improves things on a global scale. Mobile payments, since payments are inevitable.  Burrowing deeper, advertising is already a major aspect of the SNS phenomenon, trying mobile advertising or even purchasing digital goods via your mobile from an SNS portal will someday be a big thing. Of course such a dynamic requires a payments mechanism. Hence the logic.

Please stay tuned, and if there's any thing you think I should cover,you're reporter on order is available. Just drop me a note and I'll try to follow up on it.

Cheers, Paul

SMS Globalization and Growth: Interview with Sybase365 CEO, Marty Beard

10 billion SMS a month and growing

Ever hear of Sybase 365?              

If not, it plays a major role in the mobile messaging value chain for the globe's wireless operators as well as premium messaging providers supporting ring tones, mobile commerce and advertising. It is one of the largest mobile messaging aggregators and interoperability provider whose core value proposition is managing the ever growing complexity of passing SMS and MMS messages around the globe. Sybase purchased Mobile 365 in September of 2006, thus combining the worlds largest messaging enabler (2006 revenues of $110 million) with one of the leading enterprise software providers, Sybase, to create Sybase 365.

Listen to my interview with Sybase 365 CEO Marty Beard (16 mins)

In my interview we cover a wide range of topics including:

• 10 billion SMS per month for operators through the Sybase365 network
• Managing the world of difference between flat ARPUs in developed markets, versus low ARPUs in emerging markets
• Sybase365's foray into mobile banking from their banking software experience
• Balancing the larger international revenues against US domestic text revenues especially with strong growth driven by the Middle East, Africa and Asia
• Sybase 365's efforts to innovate the traditional SMS through the development of more secure SMS, natural language interfaces for messaging as well as user generated content within the realm of text messaging

Mobile-palooza: CTIA Action

Heading to CTIA '08 in Las Vegas next week?

I'm going to be participating in a Round table Media event sponsored by Airwide solutions at CTIA 08.

From 2 pm to 4 pm, April 1st, at the Renaissance Hotel in Las Vegas, Steve Bratt, CEO of W3C will be opening up the discourse.   

The topic: "Web 2.0 comes to Handsets — New Issues and Upside for Monetizing the Mobile Web” 

It is going to be an rollicking event with 30, yes 30, members of the mobile ecosystem drawn from technologist, content providers, media, and analysts coming together to generate ideas. Then a Party! (see below). Participants include:

• Roger Cheng, Dow Jones Reporter
  Mickey Alum Khan, Mobile Marketing Magazine
  John Styers, CEO of Mobilco, former MD for Sprint Media
  Kaj Hagros, VP of Market Development, Airwide Solutions
  John Puterbaugh, Nellymoser
  Andy Miller, CEO, Quattro Wireless
  DeWayne A. Nelon, CEO, Avot Media
  Rob Adler, CEO, Go2Media
  Pared Reitzen, CEO Mobile Storm
  Ameen Ahmad, VP, SnapTell
  Colin Gibbs, RCR Wireless
  Linda Barrabee, Yankee Group
  Jack Philbin, Vibes Media President and Co-founder
  Jonathan Steuer, VP & GM of Media/Entertainment and Technology of Inococulture
  Alice Cuneo, Ad Age
  Debi Jones, MobileJones
  Darla Mack, Nokia S60 News
  Oliver Starr, StarrTrek
• Paul Ruppert, Mobile Point View, CEO Global Point View Ltd.

Following the round table will be a "Blogger Hot Seat" which will be the bloggers in the room getting to grill the participants. Party from 4:30 to 7PM at the -- Envy lounge inside the Renaissance Hotel--Aboslute Gibson, Up, please.

The only qualification for entry to the cocktail reception is that you are a blogger. So if you would like to attend email debi AT corante dot_com to RSVP. Come on by, meet some industry thought leaders. OPEN BAR !!

Otherwise if you're just attending CTIA and interested in meeting me, drop me a note. It's always good to meet my readers, who are, of course, nothing if not people doing interesting things.