Next Generation Mobile Advertising!

This particular post may not be very relevant to Enterprise IT. But I wanted to cover it more from the mobile technology perspective especially in the areas of marketing, customer analytics.

If your IT unit is working with Marketing to design Tech-enabled marketing solutions, this post is a must-read.

For the past couple of weeks, i have been watching the new ad from an Indian Telecom Service Provider AirCel on its new service offering - Blyk. Blyk is a youth-centric mobile service that brings exciting MMS and SMS on events/updates, offers, trivia and opionion polls from their favorite brands. Now, doesn't sound like a mobile advertising campaign?. Yes, it is. But, the difference is in the delivery model.

First, the service is a permission based marketing. Users need to subscribe to the service to receive the ads. Ok, Why would anyone want to receive ads on their mobile phones?. The claim is you will receive highly personalized targeted offers which will be useful to you. Ok, How would you deliver personalized messages to someone?. Know them in detail to serve them better. At the time of subscribing to the service, you will be asked for interests, like, dislikes, brands, etc. which will enable the service provider to serve targeted messages. Ok, What is the bottomline?...You will get paid to receive the ads.

Now, doesn't that sound interesting?. Yes, the operator would give bonus talk times or free text messaging service to receive ads on your phones. Blyk is also positioned in the social context. You can refer friends and get bonus talk times, etc.

In the current mobility boom in India, I strongly believe this service could catchup big time among young adults, in the age group of 16-24.

Ok, This is all about the service. What is so techie about this idea?

When Google entered into mobile business, lots of people were speculating that Google is entering only to monetize their advertising business in mobile media. But, they are proved wrong as Google is mainly focusing on Operating System, Applications, In-App Advertising, and even Mobile Phone devices (with Nexus One and Nexus S Series).

With these developments, I dont think Google is leading the mobile advertising technology.

I have an android phone and I don't think the In-app advertisements that I receive are relevant. Most of the times I get to see ads that push me to buy Galaxy Tablet, which I dont like it anyway.

Some of the interesting aspects that I observed in Blyk are:

- Permission & Profile based Marketing. The concept has evolved from getting the permission of the customer to understanding his preferences. This will eventually help build a persona or profile with the service provider so that future communication between the two will be much more useful. Unlike Print/TV media, Mobile per se is a personalized channel and understanding the preferences will make the service much more exclusive.
- Engagement based Marketing. It is not just spam. It is about co-creation, engaging with the customer segment that is interactive and responsive. Customer can answer queries, participate in polls, influence the compaigns and eventually empowers the customer.
- Mobile Advertising Analytics. Now the icing on the cake. With the profiling, targeted messaging and two-way communication, the analytics on top of these campaigns would truly reflect the customer's interests, key trends that would influence the market. This would enable creating new services/products.

Of course, there is whole lots of other issues like Data privacy that needs to be resolved on the way of next generation marketing.

Marketing is getting redefined with the advent of mobile technologies. In future, the marketing channels could evolve from being mere information providers to highly personalized service assistants for individual customers. These service assistants could either help you get things done or achieve your aspirations or be more efficient.

Bring Your Own Device to the Enterprise!

One of the pertinent challenges of the CIO has been to respond to emerging technologies and associated opportunities. And the recent one has been Smart Phones.

The question that employees have started asking is - I have a high-end Smart Phone having Android or Windows OS. Can I access corporate emails in those devices? If not, why not?

For CIOs, this scenario brings improved capability to the enterprise enhancing the productivity of the employees, with little additional cost.

This is a perfect example of consumerization of IT, where consumer technologies try to enter into the Enterprise with major force. These technologies certainly blur the boundaries of personal and work life. Its a boon and a bane!.

Now, How do we achieve a blended experience in an optimized technical solution?. My observation with Smart Phones has been that they are becoming on par with Laptops in terms of capabilities. If we can do something on Laptops/Desktops, it should be possible in SmartPhones sooner or later.

Here is a suitable example - VMWare to virtualize Android SmartPhones for Business Users. In India, Dual Sim enabled Phones are very popular. One of my friends who is a Doctor carries a phone with Dual Sim cards, clearly assigning one for his patients/clients and another for social/friends network. Am sure many of other professionals would also like to have Dual Sim Cards. Me, being in IT world, though may not need to have dual sim card, would like to have a partitioned Smartphone where the business content is clearly separated and manageable from personal content like photos, videos, etc. And that is exactly what VMWare promises to offer using this solution. Like Desktop virtualization, one can virtualize and install two different operating systems in the same device.

Users who would like to switch between business and personal profiles can simply do so, as easy as tapping an icon for opening an application. This is certainly innovative and just the beginning of untapping the potential of smart phones.

As mentioned in the article, one of the interesting challenge that still remains to be solved is to virtualize the telephony in addition to the OS/content. For example, putting an official/personal call on hold while the other sim is currently being active!.

Google Patent hints at new dimension of Mobile Applications

Google has filed a patent application which "suggests it is planning to rid users of the need to choose a single network at all. The patent describes a system where instead of always connecting to one network, a phone, laptop or other wireless device invites all available networks to bid for your business."
If this patent comes to reality, it will mean a lot of convinience for end-users - Switching from one network to another multiple times a day to get the best rate for more bandwidth. Yes, changing the cellular/connectivity network and mode of communication on demand!. (Wi-Fi/CDMA or GSM). Ok!. This is purely from economic perspective!.
What does this mean for Mobile apps?. Hypothetically, for this patent to work, a thick client has to be installed in the Mobile device that directly communicates with service providers or to a central Google gateway to perform the tariff negotiations. The negotiations and agreements can be based on pre-configured preferences/business rules or the application can automatically pick up the best rate. Now, doesn't this sound like a B2B scenario where the buyer and seller gets into receiving quotes, negotiating over the quotes and making a purchase order?.
It sounds exactly the same.
So what we are talking about is that - Mobile applications would be Smarter, Intelligent and Do more Hardwork than in the past, Can work in the background while the user is working on some other application on the device. I could see these applications getting directly into the OS layer like Android to enable the app to execute seamlessly in the background.
Am sure more such apps would emerge in the future that would 'quietly' do the value addition. Incidentally, this idea alignes with Microsoft's strategy on Software + Services, where the Services are delivered from the cloud and Software sits on your device and possess the intelligence!

Enterprise Mobile Wars - iPhone 2.0, BlackBerry and Google Android

I thought blogging about Google Android platform few days ago. But, then I was waiting for iPhone 3G launch to happen...
First and foremost, have you had a chance to view the Google Android application gallery?...If not, I would strongly recommend to checkout...It has an interesting range of applications - personal productivity, social networking, context-aware apps, m-commerce to carbon credit measurements. I also happen to view the Google Android Demo that looked like iPhone's cousin in touch-screen interface.
As some of the bloggers are writing, there must be something cooking behind Google Android and Google is not disclosing the actual plans and potential of the platform. It always says...It is the developers who would come out with a killer application for the platform and not Google. Hard to believe!. Couple of other reasons;
1. In the application gallery that consists of 50 applications, I agree that many of them are innovative and interesting. But, none of them would qualify for a 'killer' application that would give a competetive edge to the platform itself.
2. There are speculations that Google is planning a GPhone in collaboration with Dell, Google is interested in only grabbing a ad space in mobile...But, the actual intent is not known yet.
3. From all of the above, I see Google Android to be only next to BlackBerry and iPhone. While BlackBerry clearly scores in enterprise market and gets into significant partnership with Enterprise technology vendors such as SAP, iPhone is clearly targeted at consumer space (to start with) and leads brilliantly in multimedia space. If the market is segmented that way, Google Android can be positioned for low-cost phones with innovative apps for the common man.

Now, after yesterday's announcement of iPhone 2.0, Apple is readying iPhone slowly into enterprise email market in collaboration with Cisco. And tons of consumer apps with blistering speed!. If Apple continues to invest in enterprise readiness, it could give BlackBerry a run for its money in near future.

Whether its Apple or RIM or Google, I strongly believe its going to make good for mobile customers as it increases competition and it will continue to bring new releases to the market with innovative features!