MYTV: Youth Marketing China
Graham Brown of http://www.mobileYouth.org looks at Youth Marketing in China with the help of John Solmon from http://www.enovatechina.com Lisa Yi of http://www.chinayouthology.com and Kevin Lee of http://www.genychina.com
To download the accompanying Ebook head to http://www.mobileYouthnet.com
Turkish 3G Mobile Operators Move Quickly to Restore Service After Floods
I landed in Istanbul the night the rain began to fall. By the next morning, Istanbul had experienced its worst flooding in 80 years. Many parts of Istanbul were underwater, more than 20 people were dead, and several of the leading telecommunications providers had service interruptions, as floods destroyed equipment rooms. Dilithium was asked to quickly re-supply equipment as service providers are in the midst of 3G launches with attendant multimedia services.
Istanbul is steeped in history with the first settlements dating back to 6500 BC. However, today it is a modern city with a very well developed telecommunications infrastructure. Turkey is the 5th largest telecom market in Europe and one of the 15th largest markets in the world, with nearly 100% mobile penetration rate. It is a very competitive market and due to this fact and mobile saturation, service providers are racing to offer multimedia value added services as a way to differentiate their offerings and attract new customers and new revenue sources.
The major service providers are aggressively pricing multimedia services equivalent to voice pricing, as well as offering bundled voice, data, and video plans, with some premium options. The lead applications include Facebook mobile apps, portal access, mobile tv, video mail, and video conferencing. With relatively low internet and broadband penetration in Turkey, mobile phones will be the key to accessing content from the web.
Live Video Casting – the New TV
Imagine being the owner, executive producer, director, actor and programmer for your own live TV station. Stop imagining. No, the FCC didn’t offer you a free license to operate neither did Rupert Murdoch just toss you the keys to one of his TV channels. You are now streaming your video content live on one of the available channels on such web services as LiveStream, Ustream, Stickam and Justin.tv to the entire world. Not much capital investment needed (3G phone or webcam) and no license to operate required. Live video casting is not new to the internet but what’s new is that 3G technology expands the boundaries to provide and view content anywhere anytime.
This isn’t blogging – this is live which is quite a different social dynamic. For example, you’re a talented musician and want to get your material recognized. By advertising a free live concert with the service provider, you perform and people can see your raw talent knowing there has been no editing to fudge the performance. Not everyone is plugged in to a broadband connection because they’re at the local pub but 3G puts the performance in your hand. Of a more corporate nature, a CEO wants to address all his employees with the latest company news. Some of his employees are at their desks and others are on the road with their 3G handsets. An announcement is sent out that the boss wants to address the entire company and you can tune into www.livevideocast/XYZcorp at 1PM and he’ll also field the IM questions you may have. Or perhaps there’s that once in a life time event – your 5 year old daughter is performing her first ballet recital and you have family that can’t be there because they live all over. Imagine the joy your daughter will have when she knows grandma, grandpa, aunty May, uncle Buck and all the cousins are watching her live. People can host their own cooking shows, sitcoms, provide coverage for their son’s little league final (CBS didn’t want to pick up the rights) or offer a home improvement show with advertising for carpenter services. With 3G, you can view or stream live from anywhere. All these scenarios have recording options as well.
For a provider of live video casts, the opportunities for some sweet moolah are as limitless as the imagination. There’s the advertising, airtime, recording fees, etc. How people watch video has change considerably in the last few years. How they watch live video is about to change thanks to live video casting value added services and 3G.
Live Video Streaming
Steve Garfield talks about live video streaming from his mobile phone.
eMarketer Reports on Mobile TV Challenges
According to data from Mediamark Research & Intelligence (MRI), more than one-fifth of US mobile phone or PDA users are interested in watching live TV on their mobile device.
Respondents to the research firm’s “Survey of the American Consumer” were even more likely to be interested in watching mobile TV if they indicated that they viewed their mobile device as a source of entertainment—46.9% of such consumers said so.
Read the full article at http://www.emarketer.com/Article.aspx?R=1007273
Cellphone Ads Move Basketball Shoes
NEW YORK (YouTube.com/AdAge) — One of the latest examples of how cellphones can be effectively integrated into a major marketing campaign is that of Al Harrington’s new “Protege” line of low-cost basketball shoes. At the recent Interactive Advertising Bureau conference, Mobext Mobile Marketing managing director Phuc Truong explained the Kmart campaign’s strategy and tactics.
Market Report – iPhone Coming to China
Market Report – iPhone Coming to China
In todays market report China Unicom, the country’s second-biggest wireless carrier, will reportedly announce a deal to sell Apple’s iPhone in China. That will give Apple access to the world’s largest mobile market with nearly 700 million subscribers.
Best Marketing Practices for Multimedia
One of the key areas for the take-up of multimedia services is Marketing and Promotion. In the past, service providers have focused on the technological aspects of 3G video (which is obviously important for many reasons), but the lack of integrated marketing has been an acknowledged issue in the industry.
We’ve seen in the past year a number of best practices for the marketing of combinational video services across broadband and mobile networks. It starts with the involvement from the marketing organization in the initial design and market launch decisions for video services. They are the group, and often with the support of their suppliers, that does the market segmentation, customer acquisition strategy, pricing, and promotion decisions.
Some of the best deployments that have the most subscriber take-up and usage have included campaigns which had elements of community, social networks and personalized services. They are always unique to the particular market, though they may take on the branding aspects of the parent company (Vodafone, Singtel e.g.).
What are some of the best marketing practices that you have seen? How has the bundling of smartphones helped in this process? What can be improved between the CTO and CMO office for video? Your comments are very welcome.