IT Sales and Business Development |
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Source : http://www.tomiahonen.com
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3 comments
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last activity : 07 06 2010 20:18:04 +0000
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We all enjoy reality TV shows like American Idol, Indian Idol, Sa Re Ga Ma Pa etc. During the TV show American Idol, more than 7.5 million American-Idol texts were sent during the contest. The final was the largest single text-messaging event handled by a mobile phone operator in the world, and a third of the senders had never texted before. American Idol had provided a reason for non-texters to adopt. This US phenomenon is even more exceptional when one considers that the culture of use and penetration of the mobile phone is not comparable to Europe, particularly the UK and the Nordics.
Some Facts
Today there are over 1.4 billion mobile phones worldwide, which is more mobile phones than there are automobiles, computers, or even television sets. Already over 500 million mobile phones had built-in browsers. During 2003 the global mobile phone penetration exceeded that of fixed telephone lines. For the past five years many have claimed that the mobile telecoms industry is at saturation. Yet subscription statistics keep astounding those experts. In the Western world mobile subscription penetration is now expected to reach 120%. While toddlers are unlikely to ever carry mobile phones, the 120% number must then include users with multiple subscriptions. This is in fact the trend in leading countries around the world where young working people increasingly have two mobile phones, for example one from work and another for private use. The mobile penetration numbers are quite startling with countries at about 95% subscription penetration are: - Austria- Finland- Hong Kong (over 105%)- Iceland- Israel (over 105%)- Italy- Portugal- Sweden- Taiwan (over 110%) . Mobile and fixed line telephony (voice & text) is worth $1 Trillion.
The concept which I am talking here is "interactivity of participation', or 'engagement', which is the central driver to the success of these shows. In this we ask people to vote using the net and the show and the mobile service provider earns through the charges they take from the user and which are quite high. This is a new way of Mobile Marketing.
Some mobile operators are trying to migrate TV onto the mobile phone or marketing 3G in the most rudimentary fashion possible. Rather than finding compelling reasons for customers to adopt. The future lies in understanding ME, and micro-segmentation.
Businesses have to understand that they need to move towards the micro-segment of one, connected to communities of interest if they want to take full advantage of the mobile phone. We have moved into a world of interconnectivity. The day we will reach there we will find that the whole concept of mobile marketing is explored and we will have to find a new way if it doesnot come by then.
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