Mobile Marketing

Yesterday I spoke at the Mobile Marketing 2005 conference. I actually quite enjoyed it which surprised me.

It was a tricky old thing. From speaking to lots of people later it’s obvious that there’s a lot of different levels of knowledge and experience within the sector. And there’s still a lot to play for. Which is inspiring.

What’s less inspiring is quite how ‘old media’ a lot of the thinking in the industry seems to be. Especially from the network operator side. It’s almost as if the web and open source hasn’t even registered. The networks (and a load of ‘feeder’ companies around them) seem to want to control and own everything. Their value chain seems to rely on them owning and delivering content. Much like a properly old-school ISP.

Is it really economically impossible for a network to detach itself from all their ‘value added services’? I hate using that term (especially when the services in question add no discernible value in my world). If I was offered a network that just charged a data rate but let me go where I wanted, using whatever device I wanted, I’d be in like a shot. And hoovering up mobile bandwidth. They may not get me paying 50p to watch a movie trailer from them (I would absolutly never do such a thing by the way). But they would get the data charges.

Or am I just being naive?

Until they sort themselves out I’m hoping for a massive wi-fi cloud and using VOIP on mobile wi-fi devices. Fuck the mobile networks. (Note to mobile networks (especially any of our clients): I didn’t really mean that completely).

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