Interview with James O'Brien- Part 1: How to Get Started with Mobile Marketing

Last week, in the first of a two part series, I interviewed mobile marketing consultant James O'Brien on the Straight to the Point podcast series about how companies can get a mobile strategy started and where mobile marketing is headed.

I've known James for twenty years and admire the expertise he gained from working with commercial, political and government clients in his career. An expert in online marketing, email compliance and privacy regulations, James is the founder of J Obrien Global and is currently a partner with MobiMKT, a mobile application development agency.

You can listen to the podcast here: Interview with James O'Brien- Part 1: How to Get Started

What did we cover?

• How marketing is being transformed by mobile technology and the movement of the audience onto mobile devices
• How important is social media to achieving marketing objectives now? 
• How important is mobile marketing to the marketing mix? 
• For a firm without a mobile strategy, what is a good first step? 
• What marketing trends do you see that are going to impact the industry most over the next few years?

Friday Links: Verizon, Apple, Microsoft, Google, Foursquare, Facebook, AOL

Here are a few of the reports, articles and stories I found interesting this week.

Get ready for Verizon's 'Dream Phone'

The forthcoming Verizon iPhone will test those investments. As noted, wireless data usage on the device is a major burden on AT&T's (T) network; iPhone users who complain about AT&T service don't always realize how much they contribute to the strain, partly because the iPhone persistently reaches out to AT&T's towers, switches, and computers to grab data. While Seidenberg wouldn't comment on the iPhone specifically, he and Lowell ­McAdam, his operating chief and heir apparent, seem confident the Verizon network will hold up. McAdam points out that Verizon already carries a data hog of a phone, the Motorola Droid (which runs on Google's (GOOG) Android operating system), and that the average Droid user consumes more data than the average iPhone user.


IDC: Apple passes RIM to become No. 4 global mobile phone vendor

According to IDC's Worldwide Quarterly Mobile Phone Tracker, Apple's record quarter was enough to land it a fourth-place spot on the list of global mobile phone vendors, behind Nokia, Samsung and LG Electronics, BusinessWire reports. Though Apple has consistently been a top smartphone vendor, this marks the first quarter that Apple has cracked the top 5 list of global mobile phone vendors.


Ozzie's 'doomsday' memo warns Microsoft of post-PC days

Departing Microsoft executive Ray Ozzie's just-published memo is a "doomsday-ish" missive that calls on the company to push further into the cloud or perish, an industry analyst said today.

Ozzie, who replaced Bill Gates as Microsoft's chief software architect in 2006, is leaving the company, although Microsoft has not disclosed the date of his departure.

His "Dawn of a New Day" memorandum, which was dated Oct. 28, is an attempt to focus Microsoft's attention on the day when PCs will no longer rule consumer or business computing, said Wes Miller, an analyst at Directions on Microsoft, a Kirkland, Wash. research firm that specializes in tracking Microsoft.


AOL To Sell Pacific Corporate Park to CB Richard Ellis Realty Trust

AOL Inc. (NYSE:AOL) today announced that it has entered into an agreement for the sale of four office buildings it no longer utilizes and two undeveloped parcels of land on the East side of its Dulles campus to CB Richard Ellis Realty Trust for $144.5 million. As of October 29, pro forma for the sale AOL has approximately $750 million of cash on hand.

Foursquare Doomed? Facebook Places Has 7X More Users

On its "latest statistics" page, Facebook says "there are more than 150 million active users currently accessing Facebook through their mobile devices."

Does this mean Foursquare, the startup Facebook Places most closely copies, is doomed? It only has 4 million users. It had an offer to sell to Yahoo this summer for more than $100 million. Should CEO Dennis Crowley have taken the money and run?

Surprisingly, the answer to both those questions might still be "no."

Nokia and Intel Team Up for New Mobile Platform

I pulled up one of my favorite webpages, Techmeme, just now and found a bunch of stories about Nokia and Intel teaming up to build a new mobile platform using open source Linux operating system.

The reason, according to Brian Caulfield at Forbes, is:

Propelling this all is Apple which has rolled through the smart-phone business like a nitro-fueled tank. The company announced Monday that it has sold more than 1 million units of its latest handset, the iPhone 3G S, since it went on sale Friday in an announcement that included the first public statement from Steve Jobs since the Apple chief went on medical leave in January.

Apple's progress is more than just a direct challenge to Nokia. While Apple relies on processors built by Samsung around designs from U.K.-based ARM to power its smart phones, it has recruited a strong team of chip designers since its acquisition of PA Semi last year. That could pose a challenge to Intel's efforts to put its chips at the heart of the next generation of mobile devices.

There are other challenges the chip maker and Nokia must face in order to make their partnership a successful one. Intel, for example, has to make its processors more power efficient--so they can work well in ever-shrinking devices--and fast. If the company can't do this quickly enough, it may be a while until Nokia puts Intel's processors at the center of its handset lineup.And while Nokia has an enormous installed base, Apple, Research In Motion and Palm are all building software ecosystems around their handsets, making the handset industry look more and more like the early PC industry. The Nokia deal with Intel could give it a stronger position in that game.

Sounds like Apple is forcing people's hands, having sold over a million iPhone 3G S's over the weekend. Of course, James Kendrick, at jkOnTheRun, thinks it's all BS, as they didn't announce any products or is the agreement exclusive to anyone...

something to keep an eye on...

The Walled Garden Crumbles...a little

Well, here is some interesting news...Google is having an influence already in the mobile industry. Verizon announced today that it will start allowing third party apps and any phones on its network and will reach out and open its network to developers.

Here is the story (WSJ- subscription required): Verizon Wireless to Offer Open Access to Network

Verizon has been known historically as the toughest carrier with regards to protecting its walled garden, so this is some pretty major news. Think Microsoft is excited? Check out their quote:

"Microsoft is very excited to see Verizon Wireless make such a bold move to satisfy the demands of wireless customers," said Peter Knook, head of the company's mobile communications business.

I've had a Microsoft Mobile powered phone (a XV6601) on Verizon for years now and have been a generally pleased costumer. Apple's genius at rolling out a average product with great design and great marketing is well-known. It continues to amaze me how slow Microsoft and its carrier partners are to trumpet the capabilities of its devices.

But Google announces Andriod...and wow, do things start to get moving.

Walt Mossberg Raises the Red Flag of Revolution

A colleague of mine pointed out to me an interesting blog post by Walt Mossberg this morning:

http://mossblog.allthingsd.com/20071021/free-my-phone/

A shortsighted and often just plain stupid federal government has allowed itself to be bullied and fooled by a handful of big wireless phone operators for decades now. And the result has been a mobile phone system that is the direct opposite of the PC model. It severely limits consumer choice, stifles innovation, crushes entrepreneurship, and has made the U.S. the laughingstock of the mobile-technology world, just as the cellphone is morphing into a powerful hand-held computer.

Up until the 1970s, when the federal government intervened, you weren’t allowed to buy your own landline phone, and companies weren’t able to innovate, on price or features, in making and selling phones to the public. All Americans were forced to rent clumsy phones made by a subsidiary of the monopoly phone company, AT&T, which claimed that, unless it controlled what was connected to its network, the network might suffer.

Well, the government pried that market open, and the wired phone network not only didn’t collapse, it became more useful and versatile, allowing, among other things, cheap connections to online data services.

I suspect that if the government, or some disruptive innovation, breaks the crippling power that the wireless carriers exert today, the free market will deliver a similar happy ending.

At the SIIA Changing Landscape seminar on mobility last month, D. P. Venkatesh pointed out that Apple is a odd choice to lead the anti-oligarchy charge. It's model is based on it owning the entire software stack to the exclusion of anyone else. Although, Apple just announced that they will eventually allow third party programs, this seems like too little to late. After all, my three year old PocketPC (on Verizon, widely acknowledged as the "worst" carrier in terms of openness) easily allows third party applications.

Now, switching it from one carrier to another might prove a challenge...

However, Walt's economic instincts are correct. More competition will bring more innovation, and greater value at lower prices. And you can bet that the carriers will fight tooth and nail to prevent that from happening...

Apple PR Crisis?

Everyone knows that Apple has been on a tear since 2001 or so. First the iPods sell like gangbusters and now the iPhone is one of the most remarkable product launches in a long while. Apple seems to have dodged a number of bad PR bullets during this time, but due to the strength of their whole brand (products, design, customer interactions, stores, history), nothing has done much damage.

Now, not being green may hurt. Apple's brand has a strong dose of counter-culture, lefty, hipster to it. Getting attacked by Greenpeace cuts the core of how their customers feel about Apple and how they feel when buying Apple's message. It'll be interesting to see how Apple's PR team responds to this...

From StrategyEye:

Environmental campaign group Greenpeace is attacking the iPhone and claims by Apple CEO Steve Jobs that his company is committed to environmentally friendly business practices. Greenpeace has released a video clip showing the deconstruction and analysis of an iPhone, demonstrating that the device contains toxic brominated compounds, possibly including hazardous brominated flame retardant compounds, as well as environmentally harmful PVCs. In addition, Greenpeace says the pthalates found in iPhone headphone cables are banned from all toys in Europe and questioned the environmental commitment of the firm in the lead up to the iPhone's European launch. The report also notes that analysis of other handsets showed that no PVC chemicals were found in Nokia phones and that Sony and Motorola devices showed a commitment to removing brominated flame retardants.

The iPhone is coming! The iPhone is coming!

Well, is the damn thing any good?...according to Walt Mossberg it is...

(I had a video but it's not playing in blogger. Grrr.)

Here is his text review.

I've had a Pocket PC for a number of years and the only complaints I've had are the short battery life and low volume (speaking and ringing). My phone is four years old so I'm do for a new one. Hmmm...perhaps an iPhone might do (eight hours of talk time!!)

Here is what the NY Times has to say about the iPhone.



Lastly, read about USA Today's positive review. Either this phone really is that good, or Apple's PR team deserves a round of applause for a job well done.