It’s Hard For Retailers To Embrace New Mobile Marketing Technology

I’ve been engaged in a conversation in a mobile marketing group LinkedIn discussion where people involved in solutions such as mobile coupons are complaining that retailers are intellectually lazy and not looking to embrace new technology.

I argued that most retailers focus on BAU (Business As Usual), working in their business employing strategies and technologies they have used for years, which they understand and can deal with. They do not spend anywhere near enough time working on their business, including strategies to embrace new technologies.

Many retailers have been hurt by one-day deal companies, where they gave up 50% and more in GP in the hope that if they gave great service, they would win new loyal customers. Of course we now know that didn’t work and the only ones that made big money out of it were one-day deal companies. They didn’t have to invest in inventory or carry any risk to speak of.

I’ve presented at a number of conferences on the topic of mobile and location based marketing. What I found really sad was that of all the delegates, the number of retailers at these events could generally be counted on the fingers of one hand.

I’ve been looking at how I could help retailers, particularly in New Zealand and Australia with solutions available today in a cost effective way. I think I have come up with a solution, but its going to take me a fair amount of time and money to deliver.

I will start in the area of Travel and Tourism, largely because they are more focussed on customers who are actively looking for services and new experiences and the industry is used to investing to win new business. Their market is also tough and the traditional business services continue to largely support those who own the systems, ie reservation engines, directories, commissions to tour operators, rather than retailers themselves. These businesses are easier for me to access and easier to quantify direct ROI. Also the individual transactions often have a higher dollar value, so if I can demonstrably increase their cashflow and profit and share in the gain, I can recover my costs more quickly.

I was thinking about how hard it is to get retailers out of the shop to talk to them and from years of calling on owner operator retailers in the past, trying to talk to them in their own environment with customers in store, that’s all but impossible.

So I’m thinking retail readers, if there are any here, and would welcome your feedback on the best way to get in front of you and your peers. The problem is that most of them will never read this. The majority do not attend retail conferences, they don’t even participate in their own main-street organisations. They don’t even do something as simple as co-promote their neighbours. I remember years ago hearing Mark Blumsky (past retailer and Wellington Mayor) talk at the New Zealand Retailers Association conference about how he collaborated with his neighbours by giving away free coffee coupons at the next door cafe to people who bought shoes from him and the cafe gave discount coupons for shoes to their patrons. Leading retailers (because they were at the conference) all talked about it during the lunch and coffee breaks, but I don’t know if a single one of them ever emulated the exercise.

We have amazing free services such as Foursquare and people have probably used one of these apps to check into your store. They may even be your Foursquare Mayor, but you probably don’t even know what Foursquare is.

You need to embrace mobile technology and I want to help. But you’re probably not reading this, so you will have to wait until I have helped some other people first. If you are reading this, leave a comment, connect with me and others who want to see Australasian retailers thrive and grow in this exciting new world. Learn at your own pace, but please step outside of BAU and do something. One little step a day is 365 steps a year and that’s quite a lot.

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On Living Longer

I’ve decided I want to live longer.  I love technology and I love this world of change and the ability to be involved in this technological era. I have things to contribute and I want to be active in ICT, Location Based Services and also as a songwriter. I want to see my children and grandchildren grow up and explore this ever changing world and see what they make of it.

I’m going to have to work longer, that was always expected, but then providing my Maslow and Herzberg needs are met, I enjoy working. I enjoy making a difference, helping people achieve their goals. I enjoy learning, watching what is helping in my spheres of interest, particularly those mentioned above. I enjoy collaborating and networking and am particularly passionate about seeing New Zealand step up to the plate and continuing to innovate and achieve greater success on the world stage.

I reckon a healthy target for me would be 120 given medical advances now and in the future. My greatest risks are probably heart and cancer, with the determining factors being nature and nurture and my general disposition i.e. my attitude and happiness.

One thing that is obvious is that I have to look after my financial well being. If I continue to work, then raising the retirement age isn’t going to be a major for me. If I am enjoying my work, see a future for myself where I can contribute from my experience, passion and knowledge and can continue to grow, I wouldn’t be expecting to retire at 67.

I know I can’t rely on the Government to give me any kind of lifestyle on the retirement pension anyway. Our budget deficit has just been raised to over $15b and despite some significant successes, we still don’t have an infrastructure that really supports innovation. We tend to take credit once people are successful, but most successful innovators tend to be successful in spite of the country’s and their employers contribution rather than because of it.

So my first considerations as I start goal setting and planning will be how I can maintain my lifestyle in the years to come, continue to build an asset base so that when I wind down to a shorter working week I can continue to enjoy a lifestyle and if I should be forced into retirement through poor health (which is not the plan) I can still live comfortably, which no one can in NZ on a pension or benefit. I have a super scheme, I still have a mortgage. I am closing down my rental property LAQC and have sold my rental property. The Government doesn’t want people be able to claim losses from their expenses and without that I can’t afford to own rentals. I’ve invested in public companies before, but unless you are buying and selling daily, this is in my opinion a far greater risk business. Even the biggest companies make mistakes or get caught up in circumstances beyond their control and shareholders unless they are big, have little or no control over their destiny. How many Kiwis lost their life savings in the past by investing in ‘rock solid’ companies?

So I’ll invest in myself. I am studying song writing at Berklee Music on-line, which is costing me a small fortune, but if I can score 1 or 2 hits somewhere along the way, I’ll recoup that investment. I study the industries I’m involved in daily through the media, the occasional conference, networking in person and through social media such as LinkedIn and Twitter and I read a lot.

I have and continue to amass a huge amount of local and international experience in a number of industries, particularly in the application of leading edge technologies to solving business problems. Experience, I have learned takes years and is perhaps something that is least appreciated by younger people who come out of university thinking they know everything and by people who have stuck in one industry or a very small number of companies during their work career.

So to cut a long story short, I need to start planning for my long future. I need to consider a range of aspects, particularly how I want to live those years, what I want to do in them, what I want to contribute, what capital I need, how to maintain my health and fitness. Must be time for some goal setting and dream building.

I’ll leave the last word for now to Anne Brunet (who came via that other little university in Boston (not Berklee Music, but Harvard) and Thomas Rando of Stanford U.

Note the real meat of this video starts around 21 minutes in.

Voice Your View Location Based Social Network

My road was recently recently resealed, well sort of. There is loads of loose metal on the sides of the road, tar is welling up through the metal and 3 cars in our household have had stones stuck with tar to our brake disks. I rang Auckland Council to ask when it was going to be finished and they said it was, but that they will look into it. That was 2 weeks ago and haven’t heard a thing since.

Then I read about Voice My View which is a project collaboration between five leading universities in the UK. The basic concept is to use a variety of media to allow the public to voice their opinions about their surroundings via mobile phones, strategically situated kiosks, social media and going forward with an application combining web, SMS and many other input media called Viewki, which includes features such as geocoding, clustering of comments and much more. This application is still in prototype but looks like a great innovation.

I hope they get past the prototype, this is something that Local Government all over the world should embrace. I note there is already an iPhone App available, which is good to see.

Voice Your View Info Cluster

Public Satisfaction with policing safety in Derry

Is that a Blackberry in your pocket or?

I’ve spent the last 3 days at the GeoCart’2008 Conference. It was an academic conference with speakers and attendees from all over the world. The content was excellent and I found it fascinating to see not only the results of academic research in the modern world of geography, location based technology research and web mapping, but also some of the great products that have and are being developed. But this is not what today’s blog is about. Perhaps more on the conference in the next few days.

I was an exhibitor at the conference and during the quiet times, was checking my phone for messages and emails as the Internet services at the venue at Auckland Univesity were shocking. I was in a building next door to the Auckland university IT Campus and the best local internet I could get was 128kbps. This morning I was listening to a podcast while I was in the shower about Internet services in Mali and how their pipe was only 2Gbps. Being landlocked they have to rely on other countries for access to the submarine cable. They would be horrified at the speed I got in Auckland, but I digress.

A number of people asked if my phone was a Blackberry and how did I like it. My answer was, yes, indeed it is a Blackberry, as issued by my company. Do I like it? I intensely dislike it. I’m a power user of mobile internet, after all I wrote the book, Unleashing the Roadwarrior and I taught companies how to improve efficiency in the field using mobile and wireless devices. Unfortunately I no longer walk the talk.

You see, to me mobile and wireless computing is about efficiency and touching things as few times as necessary. I’ve come from the world of touch screens and along with the book, published texts including Mastering your Palm and Mastering your Pocket PC.

For people who only use the phone ‘killer apps’ of voice and text, the Blackberry is a wonderful device. It has a qwerty keyboard so if you don’t use txt abbreviations, you can type your messages without having to remember the buttons and as a phone, it is perfectly adequate. If you are a Baby Boomer, the ability to do these things as well as read, send and receive email is wonderful. Attachments are another story, but you can send and receive email and you can do it securely through your MS Exchange Server which makes the IT Department happy. It does also synch wirelessly with Exchange for my contacts and calendar, but that’s pretty much where the fun and utility ends for me.

Here’s what I did with my Blackberry over 3 days at the conference. I sent and received a couple of urgent emails. I sent and received a couple of Twitter messages (which all but exhausted the ability of the browser.

Here’s what I could have done if I still had a Windows Mobile or Palm device. Actually I do still own old models, but they are old and I don’t really want to carry multiple devices anymore, although I could possibly consider a new Windows Mobile, Palm or iPhone, given the right opportunity, especially since there is now an iPhone Reader:)

I could have made lots of notes using handwriting recognition on the touch screen. I can write Graffiti or block characters without having to look at the device, so that I can concentrate on the speaker. These would have been written straight into MS Word, so that I would have them available for other purposes, such as copying and pasting into my blog. Instead I used scraps of paper, one of which I have already misplaced.

I could have taken photos of exhibits, slides and delegates for future use and reference.

I could have beamed my digital business card to others who used similar devices.

I could have shown off some of our mapping technology on the IE browser, even richer if the phone also had GPS, which my Blackberry doesn’t. (Mine is probably 2 years old) Relevant given that I work for a mapping company, specialising in web mapping API’s, routing, tracking and car navigation.

I could have quickly referenced web sites discussed during the papers and bookmarked them on the spot for future reference and integration with my favourites on the desktop.

I could have drawn mind-maps to enhance my note taking.

I could have read one of my eBooks, after setting up and while waiting for the delegates to arrive in the morning, or checked the daily paper.

I could have made audible notes and embedded them into an email, or even recorded segments of a presentation.

I could go on, but if you want to know all the other things I could have done, read my eBook, which you can purchase at ReadingIt.

It’s about efficiency, about touching things once but having access to them in lots of ways. It’s about being able to combine real time research with the discussion on the browser. You see, we can think and take in a lot more in the time that a presenter speaks, and in terms of our points of reference. It’s about then being able to access any of those pieces of information, communicate them and collaborate with other people.

Instead I have a few pieces of paper that I hope I won’t lose.

I guess this is about the dichotomy I live and work in. On the one side there is an infrastructure designed to keep data secure and cater to the lowest common denominator, for the most of whom, without training and motivation, even a Blackberry is overkill. On the other side, a busy person who wants to make the most of the information, people and media available at any given point in time. To leverage it.

The conference providers gave the delegates a CD with copies of all of the presentations, which was great. But it is pretty analogue and although I am very interested, I will probably never get around to looking at it. I will hopefully get to some of my notes, along with notes from other events that I havebeen to recently, scribbles on pieces of paper or the backs of business cards.

Then of course there are podcasts. I am big on maximising my time and whenever I am in the car, walking, exercising or doing chores, I am connected to my iPod.

So, yes it is a Blackberry in my pocket. Would I recommend it to anyone? No. Not unless all you want is a phone that does exchange / text email really well. That’s all it was designed for. I want more! I’m a busy person who wants to multitask. I want a touch screen, preferably multipoint. I want efficiency.