• Nov23

    WEEKLY WRAP: Open Mobile Content Development; MySpace Dips Its Feet Into Ad-Funded Music; Data-Collecting Widgets For Ad Campaigns; Combination Mobile Search App & Mobile Media Browser

    Author: James Cameron

    MOBILE CONTENT: We have written many times that the mobile Web won’t take off if the developer community is not involved, supported and enthused about the prospect of developing cool apps that work on a multitude of devices. This won’t happen overnight, but anything that gives developers shortcuts and support along the way is a good thing. And Volantis has worked this out. It is open sourcing its server, allowing anyone to download and run their content-optimising system for free. Developers can now use the server to create mobile applications that are compatible on different devices and even allow for bugs or inconsistencies in different versions of the same device. Volantis has opened up its database of 4,500 devices, with 650 attributes stored for each device and paying customers will receive a daily update to ensure the very latest bugs and handset versions are supported.

    MOBILE MUSIC: The jury is still out on whether the ad-funded business model will make content affordable, attractive and usable, but when MySpace starts using it, you know it’s time to sit up and take notice. Ad Week reports this week that Myspace has paved the way for fans of punk band Pennywise to download the band’s entire album for free by adding Textango, a mobile music distributor, as a friend on their MySpace profile. This is the first test by MySpace of whether it can marry its music label with advertising to create an alternative distribution model. Other bands including Radiohead and 60s crooner Cliff Richard have also offered their music online for free, further proving the change in business model in the music industry - keep your eyes on MySpace.

    WIDGETS: And finally, here’s an interesting app that ad campaigners and social networks could harness to drive positive results. Little-known widget company PollDaddy has released a 2.0 data-collecting widget that offers marketers and publishers the ability to deliver reporting, tracking, fraud detection, and voter location features. PollDaddy has already used its polling widget on R.Kelly’s MySpace page, gathering some 1.2 million responses - this will certainly aid marketers in their bid to gather information about users and report on the success or otherwise of campaigns.

    MOBILE SEARCH: Finally, finally, Mobispine has released a cool new mobile search-type app that delivers news and blogs of your interest from your favourite sources directly to your mobile. Although it has RSS, search and bookmarking capabilities, Mobispine is clear to point out that its product is a mobile media browser, intelligent enough to learn what you like and keep up with your interests. Free to use, Mobispine are also claiming that it is 20 times cheaper than other alternatives due to data optimisation. My take: any app that can move the needle for mobile search can only be a good thing for the industry.

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