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Outermesh Blog
 
 

Outermesh Blog

Why ‘08 Isn’t Mobile’s Year – Again

April 28th, 2008

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Last month Alice Z. Cuneo wrote a nice article in Advertising Age about mobile marketing. Unlike others who have been saying every year that this year is the year of mobile marketing, Alice took a different view. He looks at five reasons why — and five fixes that could make 2009 the year the channel becomes meaningful. I am not sure if the fixes can be made in time for 2009.

Here are the challenges he mentions:

CHALLENGE NO. 1: REACH (OR LACK THEREOF)
More than 86.1% still use mobile devices primarily for talk not for data.

CHALLENGE NO. 2: MEASUREMENT
Marketers are accustomed to being able to measure and optimize across the PC-based web, but many technologies that make that possible, such as the ability to track customers via cookies, aren’t available in mobile.

CHALLENGE NO. 3: COMPLEXITY
Mobile remains a complicated channel because there are so many different operating systems, devices and carrier standards to worry about.

CHALLENGE NO. 4: THE MISNOMER OF MOBILE AS AD MEDIUM
Too often people treat mobile as just another medium into which marketers should shoehorn existing ad models. This is being questioned online and should also be questioned in mobile.

CHALLENGE NO 5: THERE’S BEEN NO HALLELUJAH MOMENT
Mobile marketing will really take off when “everyone sees something is working, and they call an agency and say, ‘Make one for me,’” said AdMob’s Mr. Spero

I agree these are serious issues the mobile marketing faces and needs to be solved. I am glad that we at outermesh are making some headway in tackling some of these from a very unique perspective.

AOL and Kroger partner on papereless coupons

March 18th, 2008

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AOL Shortcuts Offers Clipless Coupons for Kroger Customers

This is a great first step to paperless coupons.  Now they need Outermesh’s meshBee for the right user experience to make coupons actionable in the real world.

Mobile Advertising at MWC 2008 Barcelona

February 15th, 2008

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link to a blogger from Mobile World Congress 2008

http://www.symbianone.com/content/view/5295/

“Judging by the volume of press releases at WMC, mobile advertising is the hot topic in the mobile industry. The clear driver for this trend is the advertising industry itself: cognizant that mobiles are a vast untapped billboard space and the time people spend looking at their mobile rivals that of any other media…

…Overall however, I doubt the mobile adverting market will turn out to be that lucrative, after an initial honeymoon period. Given the success of earlier much hyped mobile technologies which have failed to be the “next big thing” this may seem an easy statement to make. However, in other medias users are getting adept at filtering out the adverts which is why marketing is inexorably shifting to a viral model. This ability or desire to bypass overt advertising will undoubtedly be the biggest challenge for this emerging segments.”

Privacy on Hold with Mobile Ads

February 8th, 2008

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http://www.mobile-tech-today.com/story.xhtml?story_id=58258

Privacy groups have long sounded a whistle of warning that mobile phone companies store too much information about their clients. Now privacy advocates worry about the data that location-based advertising allows mobile operators to collect. “What worries me is how much data they are gathering and where that ends up,” said one privacy advocate.

The mobile phone industry sees location-based services on cellphones as a certain money maker in the future. But the same technology that can send a targeted advertisement to a cellphone in the vicinity of a clothes store also lets the phone company know a lot more about its clients.

Mobile operators already know who their customers call and how long they stay on the phone; location information lets the carriers know where a person has been and where they normally go.

Paperless coupons continue to grow

January 13th, 2008

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http://news.yahoo.com/s/ap/20080113/ap_on_hi_te/paperless_coupons_2

CINCINNATI - Some coupon users are clicking instead of clipping these days to get their grocery discounts.

Supermarket chains are trying out paperless, or digital, coupons, to help the thrifty-minded save time while saving money. Shoppers load the online discounts onto their store loyalty cards, receiving the credit at the checkout.

More rumblings in the mobile ecosystem: GPhone

October 8th, 2007

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link

Google is not creating a gadget to rival the iPhone, but rather creating software that will be an alternative to Windows Mobile from Microsoft and other operating systems, which are built into phones sold by many manufacturers. And unlike Microsoft, Google is not expected to charge phone makers a licensing fee for the software.

Some carriers, especially in the United States, are likely to give Google a cool reception. Companies like Verizon Wireless and AT&T have spent billions of dollars building and upgrading their networks, establishing relationships with customers, subsidizing handsets and creating their own mobile Internet portals. Now they want to make sure those investments pay off, in part, through mobile advertising, and they see Google and other search engines, who are after the same ad dollars, as competitors.

As a result, most carriers in the United States have chosen to shun the major search engines for now. Instead, they have promoted the search engines and ad systems of small technology companies like JumpTap and Medio Systems, whose services they can stamp with their own brands.

Paper coupon fraud still a BIG problem

October 7th, 2007

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http://www.businessweek.com/ap/financialnews/D8S38AOO0.htm

More than 20 consumer products companies, including PepsiCo Inc. and General Mills Inc., have sued the nation’s largest coupon handler, saying they lost at least $150 million in a coupon fraud scheme.

Retail Advertising: In-Store vs. Internet

September 28th, 2007

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Deloitte Study Shows In-Store Spending Is Outpacing Even the Internet

The fastest-growing medium isn’t the internet, but shopper marketing, where retailers and package-goods marketers are shifting hundreds of millions of dollars — doubling their expenditure in the past three years alone.

http://adage.com/article?article_id=120743

CBS acquires SignStorey to create Outernet

September 6th, 2007

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related market news-

http://www.cbscorporation.com/news/prdetails.php?id=2503

CBS Corporation (NYSE: CBS and CBS.A) announced today that it has entered into a definitive agreement to acquire SignStorey, Inc., a leader in the distribution of video programming and advertising content to retail stores. The purchase price is $71.5 million in cash. SignStorey will be renamed “CBS Outernet” upon closing of the deal and is expected in the fourth quarter of 2007, pending regulatory review.

With digital video displays in more than 1,400 grocery stores in major markets across the United States, SignStorey offers advertisers the opportunity to reach consumers with targeted content that can be customized by region and by daypart. The company’s satellite-delivery system enables immediate, customized programming and messaging to each individual system.

Problem with grocery loyalty programs

August 9th, 2007

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http://news.yahoo.com/s/zd/20070809/tc_zd/213091;_ylt=Ahg2uadbY1oaaBkrrK0Yhk0E1vAI

Terrific article that illustrates problems with grocery loyalty programs.  It helps to show Outermesh’s value proposition.  Loyalty needs interactivity, personalization and relevance… otherwise its just a discount program.