October 7, 2010
Comments by Guillermo Kopp / @GuillermoKopp
Chairman, GUAU Corporation / gk @ guauco.com
Participants Included: AppsSavvy, Socialight, Adenyo, Mobile Commons, Appular, Bravo Media, Joule, Razorfish, and MRM Worldwide.
1. Marketing apps: Mobile apps show tremendous growth. Similar to CPG, consistent and persistent marketing will promote loyalty and allow brands to pass on some of the value back to the customers.
Comment: Advertisers should uncover every stone, and collect contact information when apps are downloaded. As consumers check products and services through their social network, brands should connect people through apps that are commercially and experientially relevant to their target market.
2. Personalized dialogue: Mobile is an interactive media for direct marketing to customers that features rich, one-on-one relationships. As consumers take action, brands engage them and drive increased sales.
Comment: We find that brands are putting together location and identity features, and learning how to reach people at the right place and time. This will make the conversation more relevant, gather better experiential intelligence, and generate the right interaction and marketing opportunities.
3. Analytics: Patterns of people’s movement will help in predicting where they are going to be later in the day. Mobile produces a huge amount of data that may lack reliability or yield meaningful metrics.
Comment: We see customers using the mobile to pull background information about products when shopping at a store. Information services will represent a proactive way to learn about purchase intentions, and gain opt-in permission from consumers to access more granular data about them.
4. Experimentation: As mobile interactions become more sophisticated, marketing will follow a learning curve. An average app has a life-span of 3 months, and a small fraction of the apps are successful.
Comment: We believe that the composition and behaviors of the market are shifting. Mobile web, text, and messaging will converge into one integrated and more actionable customer platform. Mobile video will play a key role in engaging customers and improving their overall experience across channels.
5. Infrastructure: As more people access the mobile web, the back end infrastructure will become a big bottleneck. Robustness must improve. Networks should increase bandwidth to support streaming video.
Comment: Television is still a more effective media to reach all audiences. Mobile screens will become larger. Tablets and screens need better resolution. As infrastructure evolves, we envision richer and more engaging uses of mobile video, such as entertainment, sports, weather and live interactions.
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