How European Social Marketers Should Choose a Social Network

Nate Elliott

Nate Elliott [Posted by Nate Elliott]

Since this is my first post here, let me begin with an introduction: I've worked at JupiterResearch — now a division of Forrester — for almost six years, first in New York, then in London, and now Berlin. During that time my research has focused primarily on video and rich media advertising, social marketing, and search marketing. I joined Forrester via their acquisition of Jupiter in July 2008, and I'm excited to announce that starting in January I'll be working as a Forrester Principal Analyst serving Interactive Marketers, and that I'll be based out of Vancouver.

Read more

Categories:

What Keeps People Shopping

Sucharita  Mulpuru

Forrester recently released our 2008 Customer Experience Index, a ranking of 114 companies by consumers who responded to an online survey asking how useful, easy to work with and enjoyable the various companies were. Get this, six of the top eight were retailers. The top retailer on the list? Barnes & Noble. So, what does this mean for retailers?

1. A great customer experience is a must-have in brutally-competitive, margin-thin industries that comprise most of the retail landscape.  It is not an option. Not surprisingly, the ten worst performers in the index were TV, wireless and web service providers and health insurance companies--regulated industries that give consumers no choice but to interact with them.

Read more

Vodafone & Wayfinder

Thomas Husson

Vodafone announced thisweek a recommended cash offer to acquire Wayfinder Systems AB. This is not a done deal yet but my first take is:

- Wayfinder like other software vendors really pioneered the market for navigation on mobile phones. Initially, the Swedish company (at that time named Itinerary systems) started in as a R&D project in the mobile phone division of Ericsson in the 90s! It is thus no surprise that Wayfinder recently announced an intensification of its global collaboration on GPS handsets with Sony Ericsson, one of its main clients. Back in July 2007, the company acquired Finnish application provider Navicore.

- According to its interim report (ending September 30th 2008), Wayfinder wanted to focus on a small number of global partners and to planned to reduce costs by 30% in 2009. The company reported close to 2,5M activated user accounts but only 294,000 paying users, who had activated a paid for application in the past 18 months. Vodafone's offering value Wayfinder at around €23M. I am not a financial analyst so I won't comment the cash offer in detail but from an industry perspective, it seems to me:

* this is a small amount of money for a global operator like Vodafone

Read more

Categories:

Mobile gaming $

Thomas Husson

Following the publication of this article in Moconews, I had a call with Greg Ballard, CEO of mobile gaming company GLU.

Glu is adamant that despite a smaller size than EA Mobile or Gameloft, the company is very well placed in porting games on the balkanized mobile handset market. He righlty pointed out that if smaller in revenues, Glu has a scalable business and claimed to be ahead of its competitors in some regions of the world (n2 after EA in the US and after Gameloft in Latam, n1 in China and Australia). He also made the point that Tetris still represents a significant chunk of EA revenues. Looking back at the Jamdat acquisition in December 2005, I have no other choice than to agree.

So, let me precise that my comment "the larger companies have economies of scales that their smaller rival doesn’t" mainly addresses the smaller players in the mobile gaming industry. Despite consolidation that took place over the last few years, this market is still very fragmented. Also, it is fair to point out that Gameloft's developer/production/porting teams represent close to 90% of the workforce (and thousands of employees). But I am not a financial analyst so I can't really make a call here.

However, I still believe that:

Read more

Categories:

Apple AppStore - Top Apps

Thomas Husson

eApple recently released its top downloaded applications on the AppStore since launch in July 08. No mention of the split here between apps downloaded on the iPhone and on the iPod touch.

Top 10 Free Downloads (Overall). My comments in italic

1-Pandora Radio (music, 2 million iPhone subs who spend 90 minutes listening on average)
2-Facebook (social networking)
3-Tap Tap Revenge (game)
4-Shazam (music)
5-Labyrinth Lite Edition (game)
6-Remote (entertaining app)
7-Google Earth (only launched 2 months ago!)
8-Lightsaber Unleashed (cool and fun app, close to a game for Dark Vador fans...)
9-AIM (highlights the strength of AOL Instant Messaging in the US vs Europe)
10-Urbanspoon

My first take:

Read more

Categories:

It's not that bad out there

Sucharita  Mulpuru

Can we please put a moratorium on all the gloomy news?  Duke just released a study of CFOs where the key finding is that we're in for at least another 12 months of stagnation.  Will someone acknowledge that there is a glimmer of hope in, of all places, at least one part of the retail world which according to conventional wisdom, should just be getting pummeled?  I've been maintaining that eCommerce is insulated from the worst of it because there continues to be channel shift because it's just easier to shop online and perhaps most compelling, it's a channel where consumers can easily find the best price for anything they want to buy. I have two sets of datapoints to support this.  The first is the Chase Paymentech Pulse Index which captures actual transactions from 25 of the top web merchants. Through Tuesday, December 9, the last 33 days of online shopping have actually been great. In fact, consumers have, when measured on a YOY calendar basis, spent 15% more this year than last year. This is remarkable given that Thanksgiving fell later in November this year and we've had fewer days to build upon the momentum that Black Friday always creates.

Read more

NFC Made Me Believe In Mobile Marketing

Shar VanBoskirk

The last day of Nokia World, I interviewed Jeremy Belostock, the Head of NFC for Nokia's Device Experiences group.

NFC -- for those of you non-gadget types, like myself -- stands for "near field communication."  And it is basically a functionality which allows mobile handsets to have "contactless" communication with other handsets, ear pieces, keyboards, other devices, even with out of home media, product packaging, kiosks, turnstiles, or anything where you can enbed an NFC-smartcard.  Think of NFC as a tooll which allows you to use your mobile phone as your subway pass, your credit card, your change at a vending machine, or as a way to interact with media for additional information or promotions. 

There are a few hurdles keeping NFC from becoming a mainstream application:

Read more

Categories:

Japan loses interest in Social Networking?

Jonathan Browne

Jeff Lippold at Diamond Agency has written a post to examine some new data from Synovate that suggests that Japan may be losing interest in Social Networking.

I need to read the Synovate report for myself, and I will look at the next results from Forrester's surveys of Japanese consumers to see if I see the same thing... Can't do that right now, I'm afraid.

I think Jeff is spot on with his view that Japanese Social Computing is often Web1.0 at heart. In particular, I agree with his observation that anonymity and lack of segmentation (trying to cater for the "general population") hold back the possibilities for Social Computing.

Could Japan's fickle consumers decide that SNS was just another fad and "move on"?

Somehow I cannot imagine it. (Move on to what? Long socks and tiramisu?). Is it possible to have a "camel" shaped adoption curve...?

Still Nothing Happening in Mobile Marketing

Shar VanBoskirk

Sharvanboskirk [Posted by Shar VanBoskirk]

I'm at an event in Europe.

Sponsored by Nokia.

And still only talk about the "eventual opportunity" of mobile marketing. 

Read more

Categories:

The Future of Mobile Devices: Services?