The last several days have been sharply focused on mobile advertising, beginning with the Mobile Marketing Forum in Berlin (an extremely worthwhile event that highlighted how brands such as Nike, Coke and P&G are benefiting from pragmatic approaches to mobile advertising) and continuing today and tomorrow with the Comverse HUB Value Added Services Seminar in Budapest. (By way of background, Comverse HUB is...

In brief: A sneak peek at my upcoming personalization report and a request for case studies. The second in the series on mobile personalization examines Openwave and features an exclusive Q&A with Mayur Pitamber, Openwave Product Management Strategist. We ask the question: Is Openwave gearing up for something big? It was great to have the last days off and even better to map out an exciting line-up of MS...

In brief: An analysis on mobile search strengths and shortcomings based on some eye-opening usage stats presented at the recent Mobile Search Masterclass; a summary of key findings from MSG's own mobile voice search white paper (examining how Google stacks up against ChaCha and Vlingo using Yahoo as the default search engine); and the business case for a new breed of mobile search tools (ranging from social search to...

In brief: An analysis of what Blyk's partnership with Vodafone Netherlands really means, an exclusive Q&A with Blyk co-founder and CEO, Pekka Ala-Pietilä, and some big questions mobile operators can't ignore: Why is advertising the major revenue source for every mass media except mobile? And how do operators plan to compete with media and Internet companies to capture the most value in mobile media? It's been...

In brief: A look at value chain confusion, the impact on mobile advertising and Hardee’s blueprint that brings some order to the value chain and benefits to people, PLUS Jumptap’s CMO Paran Johar talks about targeting and how to leverage it – and I can’t resist connecting the dots in Jumptap’s recent announcements. The mobile advertising [...]...

T-MOBILE CZECH STUDY SAYS SMS/MMS AD RESPONSE RATE 27 TIMES HIGHER THAN INTERNET BANNER CAMPAIGNS. The project confirmed the high response rates of SMS and MMS ads, based on campaigns from 22 advertisers, including Coca-Cola, Nestle, L'Oreal, Ford, Komercni banka and Eurolines. The most successful campaign had a response rate of almost 12 percent, while even the results of the least successful campaign were three ti...