The IFRA’s Online Trend Day, held yesterday in Amsterdam, was a misnomer, at least this year. Except for the first hour of the conference, rest of it focused on wireless content, the new new media these days, especially in Europe. Never mind the fact that hardly anybody except the operators (and that too sparingly) are making money. Maybe premium SMS, at best. And ah, yes, ringtones. Rest is all etherware, in more ways than one. Yet, this is the new shiny toy, the hottest new girl in the class. We can at least ogle at it, if nothing else.
Casting all of that aside, the conference brought together some of the sharpest minds in European online media market (not much representation from UK, though), a great pre-cursor to the more high-profile TV Meets the Web conference, being held today and tomorrow, also in Amsterdam.
The coverage of this trip is sponsored by Yaga.