By Chilldor

Tanla Mobile published a quite extensive research on mobile marketing. It seems that the focus is on the UK market but there is definitely something useful also for the operators on the Estonian or Baltic market.
There are quite a few interesting bits of statistics in the research – one of them, for example, is about the services an average UK mobile user uses via the mobile phone.

Those who are more interested in the subject, can download the full research here. It doesn’t cost anything, but you’ll have to register. Takes about 20 seconds

by Chilldor

WAP has become the “silent success story” of additional value-added services of recent years – at last “the mobile Internet” has enough users, so that it pays off to offer services through it, at the same time as the theme of mobile search is becoming more topical – how to find WAP-pages? Is the operator’s WAP opening page really the only solution?

At a 3GSM information session an analyst asked a rhetorical question: “Why is it that we have to search for a mobile search?” At least the smarter phones could have it at the bottom of the screen all the time? You type in the word, the phone connects to the Internet and takes you to the desired page right away?

At 3GSM it seemed that next year we will probably see some changes, because providing a good search becomes important for phone manufacturers and operators. Unlike the web search, where it is clear that Google is No 1 and everyone else follows at a great distance, the things with mobile search are blurrier and two approaches dominate: one is that Google will be used also for mobile search, the other is that each operator will offer its own search engine brand.

What are the advantages of each approach? The advantage of Google is, of course, that it is a world-known brand and their search results (excluding the China-business) are neutral. Search engines offered by operators (supplied by companies like JumpTap) are different, as in their case those items are preferred, which can be used via the mobile phone right away: for example, ringtones- wallpapers-games of the operator’s partners, mobile TV clips etc. Although the results are not neutral, they try to ensure that the content corresponds better to the habits of the mobile search user. I wonder which approach will be adopted by our local operators?

by Chilldor
A nice and simple idea for a campaign based on collecting letters. Inside the product packages are hidden all sorts of letters, on proper-size cards – nice to put in a row (while having a beer?).

The buyer’s task is to:

a) collect all the letters in order to get the campaign slogan and text it (an automatic response message lets you know if the suggestion was correct).

b) if it is impossible to get all the necessary letters, the consumer can solve the task by offering the brand a new slogan.

The best idea is, of course, rewarded and when the slogan is really ingenious, also the advertising agency can benefit from it. For example, if you only managed to collect the letters o,o,o,o,b,h, then “boo hoo” could prove to be a very suitable slogan in a right context.