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.