Mobile World Congress Barcelona – My Take
I’m heading down to Barcelona for Mobile World Congress full of expectation and excitement. My mission is to help existing clients, meet organisations that may need assistance, and catch up with old friends – making some new ones in the process, no doubt.
Last year there were dozens of companies who positioned themselves as ‘Mobile Marketing and Advertising Experts’ and I suspect that this year there will be even more. Along with Android and (hilariously) Windows Mobile 7, the advertising piece will feature heavily.
The truth of the matter is that most are hustling for position in a landscape that’s getting increasingly fragmented, with few examples of profitability and scale. Many companies that think they know what they are doing, are about to enter a world where their expertise and acumen has very little similarity to a totally new science.
As I wrote here in ‘The Fascinating Unknown‘, the attraction of a new revenue source with the sexiness of big brands thrown in, seems increasingly hard to avoid. Merging existing business models with downstream customers with upstream, 3rd party customers, seems to be on the agenda for many now.
So, we see almost all Mobile Networks want to try stuff out – often requesting vendors to respond to RFPs containing questions that bear little resemblance to what is required.
Vendors respond as best they can, knowing that committing to minimum revenue guarantees will usually tip the balance in their favour, therefore promise things without a shadow of (the right) experience, winning deals that may result in a less than ideal way…on all sides.
The lack of understanding around how to match advertising with technology, the language and terminology involved and the business dynamics within, is something that we address at this fluid world with a product called ‘meta’ (which you can read about here) – but many companies will assume knowledge, assume understanding, then ditch plans when early trials don’t work, only to watch competitors charge ahead, stealing their customers in the process.
All is not lost. There are other companies that realise that some questions can’t be answered by ‘googling’ mobile advertising, or listening to some ‘guru’ on stage. Some companies realise that a bridge needs to be built between disparate industries, and they are the ones who are building significant competitive advantage.
The experience needed in the game of matching advertising to mobile requires generalist skills that are seldom found within a technology field alone.
As mobile is so personal, the psychological techniques and methodology are paramount. Internal purposes of revenue generation are second place to what I call ‘minimum user experience guarantees’. I believe these should rise above MRGs, as revenue means nothing if people don’t engage and adore.
Time is of the essence. Competing companies are moving at a quick pace but what they are moving through isn’t necessarily just a business case, its a learning case, as most have never done something like ‘mobile advertising’ before (with the exception of portal ads).
Those that learn quickest, without damage, will win. And those that ‘buy-in’ the experience, thereby inheriting the learning, will win more.
A cynic would argue that I would say this, due to my position in the market, but actually the logic here is far from nihilistic. Sure I am eager to assist, but I am equally eager for this market to grow in a way that is harmonised with respect for citizens (hence Every Single One Of Us).
My deepest belief is that people should be respected in terms of privacy, identity, community and connectivity with others. Now, 20 years after studying social biology at college, it has come to pass that the most private and personal of media, is being married to 3rd party services which some could argue have a reputation of interruption and trickery. From being heavily involved in both sides, I see the gaps needing to be filled and the ways in which things could all work out positively.
Despite the frustration of watching people I know, walk into a cave without a valid map, without listening to advice borne from years of experience, I feel optimistic that enough companies have realised where their strengths and weaknesses are, and are asking for help.
I didn’t feel like this 365 days ago – but I do now. And that is why I fly to Barcelona with a sense of expectation and excitement, holding the hands of clients who believe there are smarter ways of progressing, and building new bonds with others who want to accelerate into market leading positions. See you there comrades.
Onward and upward.
