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September 20 VLAB mobile phone panel: Convergence is driven by consumersCan't believe it has been another two months since the last post. I will try to update more regularly on what I see and think here in the Valley.
Went back to Stanford for a MIT/Stanford VLAB panel discussion tonight. The talk is on "Television Breaks Out of the Box: The Mad Rush to go Mobile". Event description is here, my takeaway below:
1. On the idea of "convergence": the business philosophy of MobiTV. The company claims to be the first and only global TV network for cell phones. - To solve the question - how can consumer get what they want from where they are on a unified platform, MobiTV went from providing technology, to application, to finally an infrastructure that carries all.
- Because technology itself doesn't sell, if there is no content. And the company succeed by making it easier for both carriers and wireless operators to work together.
- Convergence is driven by consumers: I want it, and I get it from my personal device. Service should be seamless, and painless. Access should be simple. Those who can meet the consumer needs and execute fast wins the game.
2. On the trillion-dollar ads market.
- Different ads model on TV, Web and mobile devices.
- TV in the living-room is shared with the family. Cell phone is my personal phone, and hence more intimacy and is hugely important to marketers.
- Cell phone also provide possibility for more targeted audience, from analyzing the cell phone owner's behavior profile, marketers can get demographic info, location info, whereabouts, etc usage patterns, and feed ads relevant to the individual's life (e.g. coupon for local service)
- The 30sec ads spot on TV is too long for mobile devices. Should be 5-10 sec, and interactive, and actionable.
A side point. After dealing extensively with two volunteer-driven professional organizations on their annual conferences lately, VLAB gave me a fresh look at how such group can recognize its volunteers' hard work thru event materials. And, the msg is consistence, operation is smooth and professional, audience is also quite focused and drive the discussion with good questions. |
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