One key point regarding mobile is that yes, it has already got scale, in terms of reach (via SMS, or the MNO, or MVNO/MVNE) directly.
Challenge is, this is NOT available for most advertisers, & how & whom is best placed to harness it, as most MNO/MVNO/MVNE (network operators) don't know their own customers (other than their names, & billing details, not even that for prepaid)!
Once MNOs realised that the best way to 'harness' and monetise their subscribers is to 'get to know them better', all it cost is some active (NOT out-sourced) communication with their existing users.
The rest will become history.
likes of Blyk or others would not have a chance.
Yes, there is cost implications but the return would be enormous (if they can hold hands of the subscribers & change their behaviour slightly) and look beyond all the present content play.
and no doubt the technology firms or even MSN/Yahoo/google would bend over backwards to work with the network operators to bring that vision to market.
Consequently, within the normal marketing mix (above, below & through the line), 'mobile components' would become an integrated media planning component for all campaigns large and small.. (of course, the budget holders would need to understand this, and no doubt they would be educated by MNOs and their own children!)
of course, this would only happen if the MNOs join forces or indeed when a major brand like Vodafone realise the opportunity AND take action..
When & whom and how? we will have to wait and see!
BR
Gareth
@garethwong
www.garethwong.com
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