Aug08
13
Liveblogging The Mobile Marketing Summit 2008
Oops, stumbled in a bit late… freakin’ traffic.
Thanks to Vincent Maher and Vodacom for my ticket - here are my observations:
Rick Joubert: Vodacom Mobile Advertising
“Mobile is the seventh mass media… Print, Recording, Cinema, Radio, TV, Internet, Mobile. Reach, targeting, frequency and response make the mobile medium so compelling.
“Mobile has twice the reach of TV, three times the reat of the Net and is the only media carried upon our person. It’s the only mass-media channel with a built in payment mechanism and where audiences are defined.”
Vodacom are forecasting R 1,5billion in mobile ad revenue (entire market) in 2011 - conservatively.
Rick comes across a little bit arrogant, but it’s not a negative thing. It’s a tangible sense of confidence and I’d crap myself as a competitor…
“Currently financial services, consumer goods, luxury goods, automotive, retail are sectors spending the most money with Vodacom right now - government and ‘Long Tail’ to come. Our business is growing 10% month on month
“Agencies are beginning to set up dedicated mobile resources, but still do not understand the scope of the opportunity, are affronted to the preceived ’slog’ to educate brand clients, have a perception that there is not yet enough scale / reach, etc.”
Lots of Vodacom demos… a bit slow now.
“The role of mobile operators is to:
1. Create inventory around telco services
2. Support the development of a vibrant mobile content ecosystem
3. Provide incentives / value exchange for opt-in
4. Ensure relevance for the end user and efficient targeting for the marketer
5. Guardians of behavioural data
6. Manage end user preferences”
Ok, back from the tea break. Next up:
Roelof van Wyk: Trigger
“The role of YOUR brand in mobile communications…”
Roelof kicks off with my favourite Rupert Murdoch quote:
To find something comparable, you have to go back 500 years to the printing press, the birth of mass media – which, incidentally, is what really destroyed the old world of kings and aristocracies. Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control…
“Traditonal marketing is more or less a one-way conversation, the Internet has changed everything…
“We socialise on our phones - voice, IM, SMS, community…
“Location - traditional media connect, remote control, presence and interaction - multiple applications for location-based interactions on the mobile platform”
Case studies, case studies…
Please note I’m not liveblogging EVERYTHING I see and hear, I’m commenting on the highlights (at least my highlights) 
Next up:
Gustav Praekelt: Praekelt Consulting
This ought to be good…
Gustav’s presentation was god but I battled to see the slides or hear him - not the best AV here, and that’s not his fault. I’ll try get his preso uploaded here.
Am shutting down for a bit to listen - have Mac headache.
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