Commoditisation is an inevitability in the mobile industry, says entrepreneur Simon Buckingham, CEO of content firm Mobile Streams and also of Zoombak, a mobile subsidiary of investment house Liberty Media that sells cellular-based tracking devices for consumer use. What isn’t inevitable, however, is the timing of that commoditisation.
Operators are renewing their enthusiasm for location as OTT players build their own means of accessing positional information on consumers. Marketing and advertising will be key, and success will be derived from expertise in context, content and customer relationship.
Adverts hidden within applications could be about to leap out at you
Issue 159 June 2009
HSPA: All the speed you need with no forklift required.
Mobile Advertising: Mike Hibberd looks at in-application adevrtising.
Simon Buckingham: The content entrepreneur talks location.
It looks like the news-bots in the Vodafone comms team have had their bonus structures adjusted to incentivise them on a per-press release basis, because the stories have been coming thick and fast from the company’s Newbury HQ this week.