@ MES: Mobile Marketing Panel

The timing off the conference was off because of the rain, so I missed the beginning of this panel…still, it included: Andrew Bud from mBlox, Greg Clayman from MTV, Mark Grindeland from NMS, Anil Malhotra from Bango, Larry Shapiro from WDIG, and Colm Healy from Xiam…moderated by Mark Donovan from M:Metrics.
Technology is important, color and sound drive emotions and that’s what marketers want, and that takes good handsets and bandwidth. Bandwidth is always an issue…the best marketing message is a big audio visual extravaganza, such as a promotional teaser, but that takes up a lot of bandwidth and if customers aren’t on an unlimited data plan it will cost them. “This makes it very hard for ethical brands to offer this content at all,” said Andrew.
This prompted the question as to whether brands would attempt to use bluetooth and WiFi etcetera to bypass the carriers altogether. Mark Grindeland didn’t think so. The carrier owns the billing relationship with the customer, and although you can try and get around it they will try and stop you. For the big companies their brand is everything so if there is a risk that their promotion won’t have a good user experience they won’t do it.
Meanwhile, Verizon will apparently be delivering all this content via MMS rather than WAP push…
Our CTIA coverage is sponsored by mBlox, Bango and Motricity

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