Mobile Marketing and LBS


So a couple of night’s ago I was at the NZ Wireless and Broadband’s Forum’s Wireless Wednesday. I was there to pre announce a Location Based Services application development competition. If you have read my Bio, you will be aware that I was a founding member of this organisation in New Zealand and the first elected President. I still remember the day we were working on a name for our monthly get togethers and I came up with Wireless Wednesday. Well the name has stuck and Steve Simms, the current president said that there have now been around 163 of them!

I haven’t been to the Forum for a while because it wasn’t relevant to my current activities, but with this upcoming competition and a new focus on bringing LBS into the real world, things are going to change.

What was really cool for me is that it is around 10 years since the Wireless Data Forum (as we were called then) launched it’s first developers competition for wireless and mobile applications. Even more so was the coincidence that this week’s excellent presentation was made by Ghanum Taylor of The Hyperfactory. The Hyperfactory won that first competition all those years ago. At the time they were an enthusiastic family group, Derek and Geoffrey Handley and a few other people who were equally passionate about the potential of mobile cellular technology.

These guys never wavered from their passion and commitment and I think it is worth a mention that passion imho is the single most important factor in their rise to success. They worked tirelessly and dragged the advertising and direct marketing industries, kicking and screaming into the future.

Just like many other technologies I enjoy, the market has slipped into the mass adopter phase without anyone noticing. If you saw a txt to win coupon on a product, you would simply txt the coupon number to a short code today and think nothing of it. LBS marketing is coming big time.

I’m not going to talk about their campaigns, because they can do it far better than I. Just go to their website and it is full of video’s and campaign success stories.

I didn’t start this blog as a kudos story for The Hyperfactory, but I do think that they can take some credit for helping to change the face of tomorrow’s advertising world. Check out a few of these names and I’ll wager (their first application concept was designed to allow people to bet against each other at sporting events via their mobiles) that you have seen or participated in one of their mobile campaigns:

  • Coca Cola
  • Nivea
  • Adidas
  • Vodafone
  • Motorola
  • Tylenol
  • Kellogs
  • Jim Beam, and the list goes on.

I’m not big on advertising. Most of the time I don’t pay attention to TVC’s at all, with rare exceptions like the Vodafone commercial where the guy folds up his life and puts it in his pocket (I really like the song and the dobro guitar) or the new Ford adverstisement where all the instruments in the orchestra are made of car parts.

In general, I hardly ever read print ads. I read a book during the TV commercials and these days rarely listen to broadcast radio as I am educating and updating myself in podcasts. Advertising is creeping surrepticiously into podcasts, in fact there are companies specialising in ads for podcats, but they tend to be well targetted which means that I am probably interested in the products, or I can fast forward my iPod anyway.

Anyway, watch this space for news about an exciting new competition in New Zealand for LBS Applications.

While this blog is starting to get a good following, I would love to get more readers and encouraging me to keep writing. If you feel that my blog is interesting I would be very grateful if you would vote for me in the category of best blog at the NetGuide Web Awards. Note that the form starts each site with www whereas my blog doesn’t and is of course https://luigicappel.wordpress.com.

Thanks so much for your support

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What is it about Facebook?


It amazes me how many people have said to me “I don’t get it” and “What is Facebook?”  Next thing I know I am receiving notifications and whether they get it or not, they are using it. In fact people are spending a fair amount of time every day using it. In December and January ‘Active Users’ exceded 8 million and page views were over 18 Billion in one month! No wonder Microsoft want in!

One thing that continually amazes me and many of the people that I talk to is that unlike many other social netowrking applications, people typically use their own names and provide incredibly detailed information about themselves that they wouldn’t dream of doing on other sites. They complete quizes and compare information with their friends such as their personal goals; would you ever, have you ever, personality tests, what music you listen to and much more. In effect giving people the ability to find out perhaps more about you than you know about yourself.

One thing that many people are still doing is collecting loads of friends like they do on sites where they might be a little more cautious. Perhaps as they play games and talk to people they are interested in or find attractive, suddnely they are laying their souls bare to total strangers.

Obviously this becomes hugely popular and various brands are starting to use Facebook as a way of marketing to and interacting with customers, for example when I search for Facebook applications I find a couple for BMW, 1 for Coca Cola, 37 for Microsoft, one for LG, 162 applications around Google, 12 for Nokia and the list goes on. I’m not making any judgements here, I love the idea of genuine personalised marketing. If companies can figure out how to market products and services that I am genuinely interested in, I am all for it and Facebook applications as marketing data acquisition tools make a lot of sense.

Many years ago I visited Arthur Anderson in Chicago and saw a demonstration of a retail system which kept images and vital statistics of customers. The concept was being able to send an email saying “Luigi, our latest summer fashion shirts are in and here are some pictures of what YOU would like like in your colours.” My future vision for that is that they will send that message with the image in a video so I can see a panorama on my mobile phone, only when I am in vicinity of the store and with an electronic coupon. The issues here are more about trust, but I’m getting into mobile marketing again and digressing as I am wont to do.

The thing I love about Facebook is that they have created an evolutionary product that keeps changing as more and more people add content and concept. You can look in the search area almost as you would in Google. Thinking about things I am interested in, I entered ‘song competition’ and found 19 events. I entered Texas Holdem and found 8 applications, more than 500 events and much more. If you are more of a golfing person, there are 47 facebook applicatins and countless events, the list goes on: politics – 95 applications, religion 25 applications, philosophy 25 applications, 14 applications for theatre and well I can go on indefinitely because while I write this blog, more applications are  being posted.

Then of course there are interest groups, discussion groups, activity groups, fan groups and being silly I even got more then 700 results doing a search under groupies!

I’m starting to get a picture of how much time this amazing environment can take up, but just as interesting how much, used wisely, Facebook could empower and entertain you. It can open doors and lead to all sorts of opportunities. Most of all, it is different. Most social networks are focussed around an activity or group, like photography, music, dating. Facebook is multi faceted and multi dimensional mirroring most people and having an endless array of new things to experience.

I’m still not sure that I can give an elevator pitch of what Facebook is.  I guess it can be whatever you want it to be and more. The question is what is it to you and what are other sites going to do to compete?

While this blog is starting to get a good following, I would love to get more readers and encouraging me to keep writing. If you feel that my blog is interesting I would be very grateful if you would vote for me in the category of best blog at the NetGuide Web Awards. Note that the form starts each site with www whereas my blog doesn’t and is of course https://luigicappel.wordpress.com.

Thanks so much for your support:)