Archive for October, 2007

Proven figures

A much heard ‘but…’ about mobile marketing from advertisers is the lack of proven figures about the adoption of the mobile phone and the characteristics of its reach. Yet the mobile operators have tons of information regarding segmentation, demographics, use, adoption, devices,… However, many of these data have a competitive nature and are carefully being kept a secret. Recently this scarcity of data belongs to the past. No week passes or a new international study displays and explains another aspect of the new, upcoming mobile medium. In Belgium the second phase of the Belgian Mobile Mapping (BMM) has recently been finished by InSites in collaboration with the IAB.

For those hungry for numbers, we provide some interesting figures (*):

  • 94% of SMS or MMS mailings to selected opt-in lists in France are actually opened and read
  • 90% of the Belgians older than 15 years possesses a GSM
  • 81% of the European mobile users regularly sends SMS messages; 33% does this daily
  • 75% of the European mobile users in July 2007 has already received a publicity SMS, the majority (73%) from their mobile operator
  • 62% of the adolescents (12 – 24year) in France has downloaded content on his mobile; on average for all age groups this is 41%
  • 51% of the Italian mobile users takes pictures with his mobile phone, and 31% shares this with friends through mobile networks
  • 50% of the world population will have a mobile phone by the end of 2007 (3,35 billion people)
  • 49% of the French mobinauts consults the weather forecast on the mobile internet
  • 40% of the Belgians has at least once reacted to an advertising via his mobile
  • 36% of all Belgian GSM devices was bought in the past 12 months
  • 30% of the 50 Top European Brands have a first experience with mobile marketing
  • 30% of the mobile advertising campaigns done by Top European Brands generate conversion rates of more than 5%
  • 30% of the Belgian users is rather critical regarding the intrusive character of the mobile phone
  • 19% of the British internauts older than 15 have made an internet connection with their mobile in January 2007 (5,7 million people)
  • 10% of the Spanish mobile users have already subscribed to a RingBack tone

Proven figures

These figures speak for themselves. Everybody now owns a mobile phone. Through the increasing use of messaging, mobile internet and content download services, the mobile medium slowly becomes a full mass medium, and certainly within certain age groups, the mobile phone has become a necessary instrument.

In some countries the mobile medium is now included in the measurements of the reach of classic mass media. Maybe this can be an inspiration for the CIM to give a more prominent place to mobile in the next Plurimedia study?

(*) Sources: M:Metrics, MédiaMétrie, InSites BMM, Quantifica

Els De Schepper incorporates SMS in stage show

Yesterday evening, Flemish comedy entertainer Els De Schepper presented her new show ‘Supervrouw’ in the Elisabethzaal in Antwerp. In her new stage show, De Schepper talks about the demands of today’s society for women, who have to be beautiful, smart, funny, happy,… all at once.

In a way to discuss today’s technologies and marketing evolutions, she also incorporated a SMS game in the show, in collaboration with People in the audience were asked to send a SMS message with their idea what Els was still lacking to be a ‘Supervrouw’ (superwoman). Els read the most original ideas directly on her laptop on stage. The woman who replied she only needed “angel wings” was called on her mobile and then brought to stage to receive a prize. is proud to work with one of Flanders’ most talented entertainers to introduce this form of interactivity in her show.

Els De Schepper - Supervrouw

KPN gets away with commercial SMS test

Dutch telecom KPN might have broken the Telecommunication law in Holland. In a test about mobile advertising, KPN had sent 6 million sms messages to prepaid clients. If clients reacted to the message, they got to see their mobile credit as well as a commercial message of a third party. The campaign led to about 19 complaints but the telecom advisory authority in Holland OPTA decided not to take action since the amount of complaints was small and so was the level of damage of the message. By reacting mildly, OPTA wants to encourage the development and the testing of new services. at Customer First and joined several other exhibitors at the second edition of Customer First, last week at Tour&Taxis.
In 2006, the first edition drew more than 1600 professionals. This year the organiser Best of Publishing chose to spread the event over two days. And while officially there were about 2300 visitors, the hall looked disappointingly empty most of the time. Many students though, who -as one pointed out to me- are “the future of the business”… Oh well.

We organised a game to promote our MMS application; the mobile pictures were taken all over Customer First and then displayed on our flat screen. Participants could send in the code that matched their picture. From all those participants we picked a winner: Nicolas P. will receive a nice Nokia mobile phone – congratulations!

Check the MMS picture gallery here.

MobileWebbers Sven Bally & Danny Lein also held a workshop, presenting several interesting Mobile Marketing and Mobile Internet case studies.

Customer First Customer First Customer First Customer First

Web 3.0 starts with your phone

As it usally goes with modern day technology, once everybody is familiar with a new technology term, the next version is introduced. Most webizens now know that web 2.0 is about social networking & participation. Opinions about Web 3.0 still vary widely, but most definitions talk about offering professional web services. Jason Calacanis defines it as “the creation of high-quality content and services produced by gifted individuals using Web 2.0 technology as an enabling platform“.

Another interesting view is that of William Smith who sees a bigger role for the Mobile Web in the Web 3.0. With mobile web devices, such as the iPhone, becoming more popular, more mobile internet services will become available and sites will be more adapted for the mobile. The mobile is also the perfect device for social networking.

For more on his views, check his blog.

For further insights on the Mobile Internet, subscribe for the Web Goes Mobile seminar.

Endemol produces mobile thriller

Production company Endemol is set to produce a thriller, made for the mobile platform. The mobile blockbuster ‘Cell’ will premiere in December on the platform of the UK mobile operator O2.
Cell is about a man locked in a prison with only a cell phone and a mystery caller. In a parallel story, the same guy is a wealthy Columbian, whose friend betrays him, leaving him with a life-changing choice.
“What makes Cell a first is that we’re applying production values normally associated with TV or film to a made-for-mobile series,” said Pasa Mustafa, digital content producer at Endemol UK.


dotMobi forms Mobile Internet task force

The dotMobi Advisory Group, responsable for everything concerning the .mobi domain name extension, has formed a new task force for ‘Mobile Internet in Developing Countries’. This task force needs to “ensure that mobile web solutions delivered to developing countries are localized, self-sustaining and relevant to each community with services ranging from culture to education to healthcare, climate, and commerce.”

» Click here for more info on this task force.
» To register a .mobi domain name, check out
» To learn more about the opportunities of the Mobile Internet, subscribe for the Web Goes Mobile seminar.

Register your .mobi domain

More mobile ads cause less respons

Research bureau M:Metrics warns that when mobile ads become too common, respons becomes less. In Europe, more and more mobile subscribers are getting advertising by sms. Spain has the most mobile ads and at the same time the lowest respons rate. On the other hand, there’s the US, where only 17% of mobile users has received sms advertising but 12% respons to them, a lot more than at our side of the Atlantic. When it’s no longer “new”, the interaction of the consumers with the advertisements decreases.
This trend is comparable with e-mail marketing, which has lost a lot of its effectiveness due to excessive use and spam.

Google acquires mobile networking Zingku

Google has acquired the mobile social networking platform Zingku.
The Zingku platform enables subscribers to create and exchange images, invitations and “mobile flyers” with friends via standard text and photo messaging features. The service integrates a user’s mobile phone with a personalized website, enabling subscribers to “zing” content back and forth between PCs and handsets.

Mobile Operators: open up the Mobile Internet!

No matter how open the Internet is, when someone sits at a gateway, he will guard it and ask for an entrance fee. The mobile operators are no different. They are the biggest obstacle in the development of the Mobile Internet. It may sound strange, but they’ll lose their market when they don’t change soon.

Read the column of Toon Lowette at