IN THE GROOVE: Mobile Social Networking, Mobile Advertising Banners, Blended Mobile Search & A Novel Business Model To-Go
Buzz around Berggi, Buongiorno, Diet.com, Google, JupiterResearch & Nokia.
Does the U.S. lag behind in mobile social networking? The jury is out on this one, but this panel during the AlwaysOn Summit at Stanford University, moderated by Adam Zawel, Chief Collaboration Officer of INmobile.org, provides some valuable insights into where the U.S. is, when convergence in social networking is likely, and why context is key. Speakers included Mauro del Rio, Buongiorno CEO, Barbur Ozden, CEO Berggi; and Kamar Shah, Nokia Head of Industry Marketing. Kamar makes the point that mobile is fundamental to the enhancement and the evolution of social networks. Predictably, Nokia Maps sits at the center of the social networking experience, allowing individual users to communicate and congregate around places and spaces that are relevant to them. This is why we can expect to see Nokia bake context and mapping into everything they do.
The takeaway: Nokia is sold on mapping, and recently purchased NAVTEQ to cement its leadership position. However, many social networking companies, particularly those in emerging markets, are more sharply focused on connecting people around passions rather than places. That could be the tie that binds. Check out the here:
Where to get your daily dose? If it’s worthwhile news on developments in the mobile social networking space, then I highly recommend this blog. I was impressed by the breadth of coverage, and then I read that it’s the newest venture from Stephen Jones - and it all comes together for me. Stephen is perhaps best known for setting up the the3gportal.com, a leading 3G knowledge resource, and launching the the4gportal.com.
The takeaway: Great to see a new blog that is the first out there fully dedicated to following mobile social networking! It’s a positive sign that “moso” news is not so niche anymore. It’s well on its way to becoming part of our rather mainstream mobile routine. I’ve made Mobsocnet part of my daily read - and I encourage you to check it out.
Mobile ad banner prices will plummet? An observation from JupiterResearch analyst Thomas Husson dovetails with the message that comes through loud and clear during sessions and breaks at a string of recent industry events I’ve had the pleasure to address/chair. Quoting a colleague Thomas writes: “Banner prices are today artificially inflated by the scarcity of mobile advertising inventory”. Expect those prices to go down over time, as inventory rises.
The takeaway: Another important confirmation of a seismic shift in mobile advertising.
Google fine tunes mobile search? That’s work-in-progress at Google. Stephen E. Arnold, independent consultant, author and renowned Google-watcher, directs our attention to a recent patent filed by Google to “blend mobile search results.” The post doesn’t link to the patent, but does provide us with the abstract.
The takeaway: Stephen reads the patent application as a move by Google to strengthen universal search. However, as I am just waiting for the green light to release a 20+ page white paper on federated search, I am finely tuned to news and even hints that search providers are jumping on the federated mobile search bandwagon. (In fact, it is a recurring buzzword in a string of high-level briefings I have recently conducted with all the usual suspects). Is Google, too, sharpening its focus on federated search? It must know that universal search is a poor fit with mobile, so I expect to see more developments and progress in this direction.
A new twist on “consumable” mobile content? Mobile Marketer reports that the online weight-loss support Web site Diet.com now offers members a free service called Nutrition on the Go. True to the name, the service gives dieters information about food they want to eat on the go, such as nutrition and calories. (For example, a user can enter “Starbuck’s hot chocolate” and receive a text with all the nutrition information of the hot chocolate and recommending what kind of milk to use and no whipped cream. The service counts an average of 18,000 unique users daily and averages 180,000 texts a month. No wonder its next move is to go ad-funded.
The takeaway: An attractive business model other companies should seriously consider. Stats show mobile downloadable content sales (and excitement) has gone a bit stale. And common sense tells us that users will embrace information and advice (relevant to their individual life styles and life stages). Connect the dots, and mobile services that also help us make decisions and navigate our lives are potentially more valuable (think monetizable) than run-of-the mill ringtones. (Welcome the Pragmatic Web!)
