I published my first report on mobile social networks 2 years ago (see here) at a time when Facebook audience was "only" around 50 million unique monthly visitors. At that time MySpace was a paid-for and exclusive experience on Vodafone-Live and Bebo was about to launching a mobile version. Needless to say lots has happened in the last 2 years.
Numerous acquisitions and parternships took place between the likes of Facebook, MySpace, Bebo, Twitter, Hyves and with handset manufacturers / mobile operators. Several mobile-only communities (AirG, peperonity, itsmy.com, buzzcity...) have gained traction and there is plenty of innovation in that space. INQ generated lots of media coverage and interest by lauching its so-called "Facebook phone" and plans to launch new devices. I am not sure what the latest Facebook mobile stats are but not that long ago rougly 10% of the worldwide installed base of FB users had registered to the mobile version. Even more significantly, the GSMA announced a few months ago that UK mobile consumers who access Facebook via their mobile phone spend, on average, 24 minutes on the site daily, just shy of the 27.5 minutes that PC-based Internet users spend daily on Facebook; mobile users of Facebook average 3.3 visits per day versus 2.3 visits per day from PC users.
In my last post, I steered B2B marketers away from building social
destinations focused on their products and services by suggesting they
participate in open, social networks before jumping on the community
bandwagon. I do think there is a place for B2B communities, but these
sites need to focus truly on the community first, not trying to sell a
firm’s wares. Case in point: ComplianceOnline.
I wrote up how you can can use ComplianceOnline's model to build an online community serving the needs of your firm in a recent report. I found that B2B marketers can learn how to build a successful B2B community by
following three key lessons: Gather the best content, encourage the
community to vet and contribute to it, and give members equal
opportunity to engage with potential buyers who visit.
On June 17, Forrester published my latest research on
how business buyers use social networking sites to inform purchase
decisions, the role these sites will play in future buying processes,
and three key ways for B2B marketers to tap into open, social network
Two key insights coming from this research:
discussion forums and online communities are poised to become the
online supplement for colleague interaction and the decision to join in
community activity depends mostly on the quality of the participants —
the discussion relevance, demonstrated experience, and shared
Hardly a week goes by without a press article or conference reporting how ubiquitous mobile payment services and their adoption are in Japan. Forrester decided to put some figures on the so-called Japanese mass-market reality and to understand why Japan is the declared leader in mobile contactless payment services. What lessons can others learn from the Japanese market and to what extent do they apply to Europe?
There are several reasons why Japan is ahead of the curve among which the role of Felica Networks in the value chain and the scale merchants could benefit from (Sony and DoCoMo invested several dozens of million euros to make sure that retailers and points of sale had the technology to read the chipsets embedded in mobile devices), the loosening of Japan's financial regulations (making it possible for non-banks to become financial services players), operators' role in paving the way for mass market adoption of mobile Internet and higher usage of mobile services (fostering the natural expansion of mobile payments).
Despite this, reality is that the mobile contactless market in Japan is only reaching critical mass, not mass-market adoption. In Europe, conditions differ quite a lot and even if Near-Field Technology is likely to play a key role in the future, the technology is only entering the pre-commercial era.
I recently came accross this quote in the Financial Times from the former Vodafone CEO on November 19, 2007: "The simple fact that we have the customer and billing relationship is a hugely powerful thing that nobody can take away from us". Would you still agree with this operator statement written in golden letters at the forefront of any "smart pipe" operator strategy?
Since then, new entrants such as Google and Apple have shaken up the value chain. I have two examples in mind showcasing the tectonic shifts happening: 1) Apple imposing a direct billing relationship via iTunes/App store and 2) Google managing to create its own location data base (via cell ID or Skyhook's wireless technology) without relying on operators' network.
As early as in July 2007 (before the 3G iPhone version embedding a GPS chip), Google Maps on iPhone (the combo of Google's and Apple's strengths) started offering the "magic blue circle" experience. You could benefit from a compelling user experience like never before, with instant localization without any GPS chipset. Of course, the accuracy may not be good enough if you are looking for a pure turn-by-turn navigation, but honestly this is so simple and useful if as a pedestrian you're looking at the streets nearby.
Location is at the very heart of the mobile value proposition.
I'm pleased to announce that Forrester's five year forecast is now complete and live on Forrester's site. It feels like this has been a long time in coming from my side too! Please see the full report for detailed explanations of the trends affecting overall marketing budgets and the growth of the channel in the forecast.
You may remember we previewed our forecast at Forrester's Marketing Forum at the end of April. If you cross reference this post to the one we posted as follow up to the forum, you will notice that the "% of all advertising spend" has changed. The absolute forecast is still the same, we just changed this calculation to make sure it was done in the same way as in years past. See below for the most recent release:
This research will certainly help marketers plan their channel strategies.
During the past week I’ve had the privilege of presenting to two
different organizations that I think B2B marketers would benefit from
June 3, 2009 I spoke at the MOCCA quarterly meeting, held at Adobe’s facilities in downtown San Jose. The Marketing Operations Cross-Company Alliance (MOCCA) is a community for sharing practical experience between Marketing Operations professionals in technology companies.