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Posts Tagged ‘mobility’

Loyalty is in the end a very important part of the value of any relation. Build a trusty system means years of taming and needs lots of efforts and demonstration on how you can deliver promises, and keep them alive in a long term. This concept stands with any part of modern communication and relation and rise with it. We can quote “loyalty calls loyalty”, when we see that the most loyals subjects do, because they like and spread it. While we’re facing a big shift in the way brands speak to targeted customers and drive their whole relation, customer could be considered as less “loyal”. Because of his mobility, he becomes less “catchable”, I mean in advertising terms, underlining the new technologies that keep him alive “on” with the brand: mobile devices. The way we look at customers intentions and try to catch his “brain awareness” changes. In fact, could mobile be an awesome opportunity to enhance loyalty or a silent threat to lose audience?

The mobile facts: some figures worth more than long talks…(source: ITU)

  • more than 5 billion mobile subscribers in the world
  • nearly 1 billion has access to 3G services
  • mobile networks access: more than 90% of global population and 80% in rural zones
  • already thinking of 4G networks, increasing speed and services
  • web access will overtake PC and domestic devices (wired), within 5 next years
  • 450 millions users on web mobile, end of 2009 (IDC)

This “jack-in-the-box cumulated figures” means that any people on earth (nearly…) can receive a simple message from any brand that wants to catch him…got it? Hate or like? Chance or fear? I think everybody will (have to) find rules and own behavior and reaction with this new environment…

The Loyalty goodness

Loyalty seems to be an actual goal for everyone: brands, couples, retail, habits…Why? Because it costs far less to nurture and care an “established situation” with uses and automatic behaviors, than draw, seduce and attract new ones. True for customers, new comers, new process…and new husband/wife. Now living in a always wired era drives us to more “online” behaviors, acquired to lots of any information. These new habits mean that we’re more demanding about brand communication and customer care, even if we’re not customer yet. This eco-system, self-feeding situations seems to find a regulation with user generating content, added by any citizen, in mobile situation. The more we are touched by mobile communication, the more we’re in fact, tied softly to brands, increasing our silent loyalty and attachment to companies. Loyalty is key for long term forecasts and ongoing business models, that can improve portfolios for brands.

What we see is a necessary change on how you target customers: awareness is not captured like any other situation and needs accuracy, what I see: bad moment for a SMS is a dead-born message…Life duration of a SMS and our ability to use it is in fact, few seconds…snatch for catch is the real art and skill of mobile communication. Even with PDA spreading everywhere, majority is often limited in size, shape and kind of message your mobile device can manage. Intrusion is as bad as choose a bad moment to send your message: as mobile is personal, you can’t be wrong with your target. Any disruption between the message and the profile of the targeted customer and you will have a storm against you: the action will give you the exact upset situation for the brand…So be careful. Last but not least, “personal” means directly linked to the individual and you can pledge for mistake or misunderstanding, or hide behind bulk message: you are supposed to engage conversation and give arguments, if the customers speaks to you…as an individual people.

Virality is a perfect territory of expression to spread loyalty. But no pain, no gain. Spread loyalty in fact means no more but no less than spread trust, through your customers…So they engage them in a risk they were not obviously prepared to assume, and will shame you if you betray and show them, they were wrong to do so…Absolutely disappointed. For a long time. All your efforts blowed in a single SMS…? That worths to think twice before act…Mobile tagging (stickybits, u snap, shop savvy…), geolocalization (foursquare, plyce, gowallah, tellmewhere, waze…) are so cute ways to follow you (without being too intrusive first…) and hold the link and relation between a brand and a customer. A personal and mobile one.

The independance riot

Lots of things, reactions and strange behaviors told us in history to care about machines control…This holy link for brands can quickly become a nightmare for customers, because being in mobility means sometimes a moment of serenity and  is particularly “my moment”. Do I like to be disturbed? It may transform our attitude in a sharp reaction, the “action-reaction” of throwing away all our good intentions and thoughts about the so called “friend” brand. Do we want “independance” or do we like to be plugged “all-wired” entity? Are we supposed to be en “engaged consumer” at all prices and times, where does our engagement start and end, as any sign of further involvement means we do accept, assume (like?) the ongoing phenomenia of being followed with our cute device, as a personal spy, shouting more and more commercials…

This schizophrenic question and dilemma may drive to bunch of protestants fence, leading to a community riot, boycotting brands and company, products and attitude. By doing this, “Lots lost lots”, underlines the surgerical need to be very careful about the final goals and uses of mobile opportunities. Remember independance drove people to blogs, forums and parallel sources of information, where trust can be refound. And I think it’s dangerous to lose with impulsive actions, trust you spent months to build. Moreover when it’s for sales matters and start to be boring with the mobile target, that just wanted to go apart from the “promotion noise”…

Human is anything else than an independant and rarely wants to be linked, promised, as he never asked for. But being opti§n doesn’t mean everything is allowed though: like the butterfly effect, a small SMS can raise a viral revolution…

Drawing the necessary conclusions

Nothing is really grave or irreversible in fact. We have what we ask for, when we see such passion for mobile devices, it must be important for us not cut the link with anything…And remember there’s a switch off that can resolve conflicts and harassment. Use it anytime it’s necessary…Brands too, sometimes switch off, when you have some claims on the way…

 

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Old TV set is out. Out of 20th century, he passed through revolutions (black&white, digital, HD, 3D…) and got some changes in uses, life and consideration. Started with information, public managed, it opened to others pleasure: entertainment, sports, discovering…Households then were completely hypnotized and caught in kind of dependance, like one said. And then this old device was hottin’, from ugliness to useless and energy consuming. At that time people was talking about “convergence”, the loneliness idea of a wired future, centralized, and started a competition in electronics manufacturers to invent this new TV device: THE screen. Where? How? but the screen. Then households turned their view to web audience…and naturally TV went to the web. People started to move, changed their social practices, became careless about the place and the moment…Mobile, mobility, then TV went to mobile.

While this was going on, facts were there: TV is not the same anymore. And even if the contents were the same, we don’t want to consume them like we did. All the sector from media and television didn’t see the web wave (like lots of sectors anyway…), thought they had to change something…but what? when and how? for who?
It quickly became the great riddle for TV value chain actors. Which contents to acquire, which rights, for what kind of usings, on which platforms and devices, and how long in terms of duration? Over for black Ford T, entering marketing and segmentation, need to make sense to believe that consumers are customers like other: because TV artifacts and rules have always been settled on fidelity, without any CRM management, and with the sole economic: audience = ads = buying intention. Brain available time for ads is not the same anymore, nor same profile and needs.
Trying to put sense into an industry that started revolution after being involved into, I tried to build a working matrix, resuming how behaves now, reflexes about television consuming.

You could be surprised but it is: it’s no talking or thinking about complexity, but really taking the influence of this new “market” of consuming TV. But where is my old housewive?…How does she can handle with such a purpose? That is, several ways of consuming television. And the real battle is not AGAINST other distribution channels, but WITH. Shaping the new landscape of TV means having imagination, beyond household. Where else, in the family, in mobility…? Fair enough, I can find my way because I can find A way of consuming MY TV.

We do and everytime, watching television, not really much more than survey scores generally speaking, but IN A BETTER WAY. That means, we’re able to choose, learn and decide when and where, and for how much time. Famous framework about triple “A” theory (Anytime, Anywhere, Any device) is more than ever, a fact. and that changes the business. We’re not talking about HD or 3D, because it’s “only” quality enhancement, while others are “ways of life”, ways of consuming. Yes of course, according to CES now, where 3D is a star product, we can see that 3D in a certain point of view, can change vision of family entertainment, globalizing services – games, interactive, learning, art, museum experience…-. But changes are there and it’s not really a small pill for the business sector.

How we receive television leads the way we consume: satellite in living room, 3G/4G in mobility, DSL in hotspots places…But the true is that we have to follow the same soaps and movies, wherever we are. And that’s why the real key for television is not really quality, but the triple A model. And what could be a simplistic draw, is in fact, determining:

  • the technology needed (for broadcasters, but for public audience)
  • premium rights to buy in the different program teams of these several network actors (live rights, exclusive, VOD, catchup, web window, first pay tv window, catalog…)
  • equipment and wiring in household and in mobility, adding compatibility for future devices using
  • key competences for media companies: doing broadcasting television has nothing to see or relevant with podcast or web tv streaming or downloading, HDTV made some revolution in several jobs and organizations, like probably 3D will do

It’s the “Rubik’s cube like” for television. Technology is already there, web is stepping like a giant (wiring, services, economy, networks), market is there too, with a huge demand on more and more services and self-learning, convergence and user’s centric functions. Maybe television has an amazing opportunity to catch some added consumers, by convergence and be the central “screen” for all household’s pleasures. My own network, whenever and wherever I want, is my concrete dream now and can be solved…we’re are at the threshold for new experiences. Social TV is taking off, with some events (Social TV Forum Europe), 3D revolution too with recent deals with ESPN, Disney’s, Discovery Channel, TLC, with  CES, à Las Vegas…, and the next big event in London, on May.

Old TV is alone, while everything has changed: but contents and pictures, needs and desires are really there, for a new entertainment world.

Found an interesting source about new tv ideas…get here on agoramedia.

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