Posts Tagged ‘crossmedia’
Luxury brands that incorporate mobile video into their marketing strategies have an increased chance of consumer engagement, reach and loyalty.
Mobile video can be used with other mobile tactics such as SMS or QR codes or can be integrated into other channels such as in-store or out-of-home ads. Luxury brands that use mobile video can show off products, display behind-the-scenes footage and induce spending.
“The most important offer is extended brand reach,” said Jonathan Cobb, San Francisco-based general manager and chief technology officer of mobility and monetization solutions at Limelight Networks. “For instance, it allows brands to reach consumers on-the-go, whether they’re waiting in-line or sitting on the train.
“Brands can develop mobile videos that are different than the videos on their online sites, providing a more unique experience for the mobile consumer,” he said.
Originally posted at www.crossmedialab.nl on 28 June 2010
Perhaps I am a bit occupationally deformed when it comes down to (digital) media. That’s probably because I’ve been in the media business for three decades. That must have lead to full incorporation of media as such in my life. Sometimes it is hard to understand that what I regard as important may be of utter uselessness to others who just take the media as they are. But then again, media are in every people’s lives, whether one likes it or not
So, media are important. There is no doubt about that. All of us are informed and persuaded through the media, may they be analogue or digital.
So, one may think that I am not the only one who regards the media as a very relevant phenomena in our society. Every year a couple of hundreds of youngsters enter our venue in Utrecht to leave it again after an odd four years as communication professionals. Most of these young colleagues know hardly anything mentionable regarding digital media. That is a disgrace. One should think that with the up rise of digital media would cause a natural effect on young people who want to do ‘something’ with communication. Apparently that thought is a no go.
Our fabulous education Digital Communication can’t get enough students. Kids who need to choose what to do when they grow up hardly ever consider that the future of communication and media is in digital, more specifically mobile. At least, according to me.
To wrap up, MOCOM 2020 has published this:
Approximately 60% of the world’s population has a mobile device used predominately for voice communication;data still remains a small component. Mobile communications are a delivery and transactional vehicle that fosters job creation in emerging economies and can transform other industries such as health, banking oreducation. Adirect correlation exists between increased mobile phone penetration and increased macro-and micro-economic development.
The vision for the future of mobile communications is a fully interconnected world where every citizen will access, create and use content. This is the fastest growing technology in the history of mankind and is also the most effective technology known to date to enable individuals, particularly those at the base of the pyramid, to participate in the global economy.
The nearly 4 billion mobile phone subscribers in the world are realizing multiple macro- and micro-economic and social benefits. This will only continue as more individuals become connected to the global economy and more products and services are deployed. Council Members coined the phrase “Humanity’s Nervous System” to describe this interconnected and highly personalized world.
As an industry, mobile communications are relatively recession-proof and will continue to experience growth, create jobs and unlock innovation. Economic crises result in change – as such, mobile communications will play a huge role in reducing current inefficiencies and raising the productivity of both individuals and businesses.
Three fundamental dimensions impact the future of mobile communications:
1. Access: the ability for individuals to utilize both voice and data mobile communications ubiquitously
• • Key enablers for access include:
– cost reduction of services (infrastructure sharing, handset recycling)
– a global regulatory framework with the removal of mobile specific taxes and over-regulation
• • Key uncertainties include:
– whether universal access is a fundamental human right
– whether we should strive for regulated universal access or defer to market forces
2. Applications/Platforms: the value added services and capabilities available to end-users which would be an extension of the larger public Internet
Key applications for improving the state of the world would include health, education and financial services.
• • Key enablers include:
– an open and interoperable system which creates opportunities for “bottom-up” innovation
– the increasing sophistication of handsets and user experience
• • Key uncertainties include:
– why there hasn’t been greater uptake in health, education and financial service mobile applications given rapid global subscriber adoption
– regulation with mobile banking and financial services
– who pays: financing for health and education
– the literacy challenge of those who only require a phone for voice services
3. Data Ownership (and Associated Personal Rights): the information generated and gathered on individual behaviours and transactions.
This wealth of information holds tremendous transformative potential but clear rules and transparent regulatory frameworks are needed to ensure personal wealth creation and
the prevention of abuses.
• Key enablers include:
– ownership: you own your own data
– accountability: a “post-privacy view” using watermarks to create an audit trail of who uses it
– use of anonymous and aggregated data to create new socially intelligent applications (i.e. health, urban logistics, government services)
• • Key challenges include:
– establishment of a global framework for data usage and protection
– general awareness of this dimension and its broad and fundamental power
– privacy and security of data and application
– liability of data ownership or management
Originally posted at www.crossmedialab.nl on 28 October 2009.
I came upon a nice picture of a layar (that’s not a mistake. It is the commercial name of virtual layers on mobile phone applications) on a mobile phone. We see Keizersgracht in Amsterdam on a nice autumn day through a VodaFone branded cell phone. We can look through the phone and the apparent Funda site, the Dutch real estate site. Intriguing. In the same image, we read information regarding a house at Prins Hendrikkade, costing about 349,000 Euro. As an example of what’s coming up, I’d say it is a great picture. From a reality point of view, I tend to say that this mash-up is a hoax. The picture we see is indeed Keizersgracht. The bridge you may spot at the end of the canal is Leidsegracht. It is where I walk the dog twice a day. The shot is taken at the bridge of Leidsestraat. Prins Hendrikkade is by no means even close to this point. I know because I live just behind the left-side houses. And, a propos, there’s no way one might acquire a flat for that price in the Prins Hendrikkade area (which happens to be near Amsterdam Central Station and Nemo. But, who cares. VodaFone has made its point.
Of course, layers like the one in the mock up are gaining territory as we speak. So, what is the relevance of talking about these innovations in mobility? Well, I am delighted to say that I have been working on the concept of a minor. Not just me of course but I have written the concept based on brainstorms with some colleagues. Boudewijn Dominicus, our former educational manager, instigated the whole idea. Clever thinking, Boudewijn! So, hopefully, we are on the road with this educational innovation September 2010 (in terms of higher eduction, that’s fast).
The minor is called Mobile Business Design. There is an addition: ‘in a crossmedial context’. That’s obvious to us but may not necessarily be to outsiders. There is a lot happening on the mobile front. It is not just about layers (layers). It is more about people using their phone to do other things than what they have done so far. I on’t really know where this is heading to but it sure feels exciting. So, we are planning a couple of things that will improve our professional education in crossmedia and digital communication with knowledge about mobility and the (assumed) cross-overs with other media.
The first thing we plan is what we call an Encounter. We hope to be able to cooperate with esteemed players in the field of mobility and creative industry (we have not asked these players so I’m afraid I can’t mention their names at this stage. Sorry). During this Encounter, a half-day brainstorm session, we will deepen issues that deal with the near future of development of mobility, what the industry requires as mobile and crossmedia competencies the next couple of years and how our faculty and research group can anticipate on this.
The next thing is that we refine the concept of the minor Mobile Business Design which has been sent to the Hogeschool’s auditors. What will happen after this, I really have no clue at the moment but for me personally, I’m happy to say that it would be a jewel to my crown.
I haven’t talked about the relationship of mobility and crossmedia yet. I recon it is obvious. Maybe, part of the invitation text for the Encounter may help: “buzz developments succeed each other faster than warp speed. And turbulence rages on. Trends abide as unthought-of heirs of a recent history. Will Twitter stay or are we already in for a new social medium that will enable us to tell the world where we are, what we are, who we are and what we do? Or will the next big thing be something completely different? Something that will facilitate us to be anywhere and nowhere at the same time: “beam me up Scotty”? And looking at all these developments, how can we anticipate?”
Hoaxy mash-ups or not, we are all very sure that we stand at the mere beginning of new exciting developments in tooling our human communication. And I am happy to be able to architecture these accretions into our professional education.
Niniane Veldhoen and Matthijs Rotte have finished their research on mentalities. That is, they have delivered their paper before the deadline (Friday, 13 June 2008, 17.00). In believe that 6 months of research have led to a list of mentalities which is a very useful tool for further research. Niniane and Matthijs are among the first to graduate in the readership.
Nininane and Matthijs’s theme is ‘A matter of mentality’ and I am proud to say that the two have done a remarkable job. All that is left for them at this moment is undergo their ‘defense session’, as we call it at the faculty. On July 4th, they will have to defend their writings. An ‘assessor’ will ask them difficult questions after they have presented their case.
I have agreed with Niniane and Matthijs that I will not publish the list – and include an analysis and give some remarks – until they have done their defense (it could influence the assessor as my judgment over the work high that I am very happy).
One thing I can publish here is Nininane and Matthijs’s improvement of the IMAB model. There has been discussion about it with Harry van Vliet questioning whether the current model is depicting a linear system. The outcome of this discussion is that the parts of the system are valid but most certainly not linear; The individual parts – Identity, Mentality, Attitude and Behavior influence each other.
I wish Niniane and Matthijs good luck on the 4th of July and hope to do a lot more work with them.
Scanning my way through the march issue of Wired magazine, I came across an article called ‘Free. Why $0,00 is the future of business’ by Chris Anderson, editor in chief and esteemed author of ‘The Long Tail’. Somewhere in 2009, Chris will publish his next book ‘Free’ and already I can’t wait for it to read it. Chris has a remarkable talent for unveiling and connotating latent and lingering economical issues. I recommend reading the article for those who study cross media as I believe that earning logics and cross media walk side by side.
So, what’s the crux of Chris’ new observations? Well, roughly Anderson distinguishes a taxonomy of the ‘freeconomy’ with six entities; freemium, advertising, cross-subsidies, zero marginal costs, labor exchange and gift economy. This line up is easily explained.
Freemium is one of the most common earning logics online. Anderson refers to the 1% rule in which one percent of the users of a site or service, pay for the other 99%. Just think of all the premium offers like FlickR or, in the Netherlands, Hyves. You may want to pay for extra services but basically, the service is free of charge. Anderson states that this logics look pretty much like the tool of sampling but at the same time there is a difference. This is that the freemium is about a digital full service and sampling (perfume, candy bars) are miniature products. We can use FlickR forever.
Advertising is nothing new. However, today we distinguish different logics in advertising. Not anymore does the advertiser need to pay for a space in a medium. Now advertisers pay per action (pay per page view, pay per click, pay per transaction; affiliate marketing). And further on in time, paid inclusion in search results, paid listing, pay per lead, pay per post (product placement) and pay per connection. These tools try to infiltrate in social media and social networks.
Cross-subsidies is an old marketing trick. You give away something for free but only if you buy something else. Think of getting a free ticket to a movie if you buy a big bag of popcorn. Ryanair, another example Anderson mentions, offers flights from London to Barcelona for $20. The costs are $70. How do they do it? The answer is simple; Ryanair charges for everything else (catering, credit card handling fee, priority boarding, advertising exposure per flight hour and subsidies from more expensive flights. Smart thinking. People obviously believe that they only pay those $20 and spoof of the other $50.
Zero marginal costs is the earning logics that deals with stuff like P2P. The music industry will never have control of its output anymore, no matter what legal regulations it pushes on consumers. Music, like any other type of digital content can be distributed for neglectable costs. This type of industry will just have to find new earning logics. A couple of years ago, I met John Perry Barlow, one of the then internet gurus and former songwriter of The Grateful Dead. He told a story about illegal recordings of the cult band. Kids would record the concerts. Of course, the quality was awful. The record label wanted nothing of the sort and intensified security at the gates of the concert halls. The outcome was that the concerts were running empty. Then the band decided that recording was allowed. The results were spectacular. More people came to the concerts and more records were sold. I guess Grateful Dead were one of the first bands to recognize that their earning logics were based on something else than the dictatorship of the labels.
Labor exchange is about value creation of services. You, as a user, create value to the owners of a certain site (Anderson talks about bots and porn but also about Google’s free directory service 411. The value created is either (or) improving the service itself or creating information that can be useful somewhere else. So, if you are into free porn, be sure to know that your data are used (maybe to spam you with doubtful Viagra offers).
Gift economy is Anderson’s sixth entity in his taxonomy. Anderson talks about altruism and that is correct. There has always been altruism, regardless of what level of capitalism we have currently. Sharing was the magic word that we believed in when WWW (and even before) was first unveiled. And still we cannot comprehend the value creation of this tool, let alone measure it. Perhaps our research group should dig into this (taking Erik Hekman’s efforts to determine parameters for value creation into consideration, I guess we are already doing it).
· Manufacturer (direct)
I strongly recommend the reader to have a look and start converging the ideas of Anderson and Rappa. Of course Anderson talks about free – gratis – services and products a consumer can obtain through digital media. Some of Anderson’s earning logics are consumer driven (empowerment, permissive marketing; pull) and Rappa’s conclusions are more producer driven. Let’s see if we can observe even more earning logics currently not unveiled yet.
If you have lived in The Netherlands for more than five years, you might be acquainted with the brand called ‘Ben’. Five years ago, this mobile operator was a strong consumer brand as a fighter operator, focusing on young people. To many, the campaigns are still known. Kesselskramer, the creative communication agency, did the black and white (with light blue as the only support color). Ben means ‘to be’ in Dutch. It is also a name. This brand name really was bull’s eye as it proved to be extremely campaignable. I was sort of sad that it disappeared – I was one of Ben’s dedicated followers – but did not think too much of it as I was living in Finland and using the local operator Kolumbus at the time.Now, for the audiences, Ben is back. And guess what, same campaign, same colors, same magic, provided by KesselsKramer.
Ben’s business concept has changed since then. Now you can only get prepaid subscriptions through their web site and it’s only prepaid. Ben targets everyone who is basically only interested in using the cell phone as a phone, so only verbal communication and SMS. Interesting. Anyway. Ben’s campaign is fantastic and quite crossmedial. Check it out at Ben’s site and click ‘Ben benieuwd’.
Last Thursday, Dr. Harry van Vliet, lector with the Research Group Crossmedia Content of our faculty was inaugurated and gave his ‘public lesson’ (maiden speech) ‘Idola of the Crossmedia’. Finally, our research group is now official and, along with my colleague research fellows, I congratulate Harry with his appointment. Here is a brief excerpt of his speech.
The possibilities to consume information have expanded considerably over the last few years. The Internet and mobile phones are the best examples. More and more, different media are used next to each other. The same television show can be seen on television, via the Internet and on your cell phone. This phenomenon we call crossmedia. The Research Group’s assignment is to put into practice new insights in the field of crossmedia. It is a broad field mainly because digitization has a fundamental impact in many sectors. The research group – as part of the Lecturate (readership) of crossmedia – chooses four fields of coverage: media, cultural heritage, e-learning and marketing. Besides this, there are three more generic questions that are leading in our research: the question of the added value of crossmedia, the question of user experience in crossmedia and the question of crossmedia literacy. The research group conducts research on the tangent place of the application areas and the generic research questions with a direct line to education.
If you are interested in the research group, please visit http://www.crossmedialab.nl/. We’d appreciate your input (sit on-line since 10 January 2008. (picture by Jan Willem Groen)