The picture has nothing to do with Google. It’s me in the Old London bar in Minsk last Sunday, and it’s there just because I like it.
Now to business, with a statistic for you.
The penetration of mobile phones in Romania is 130%. Yes. More mobiles than people.
How about home computers? A fraction of that.
Don’t think Romania has nothing to do with you? It’s the same everywhere. More mobiles than computers. Usually a lot more.
While you think about that, here’s a little quiz.
1. Which is easier to use? A computer or a phone?
2. Which is quickest to turn on?
3. Is it easier to respond via text or via e-mail?
4. Are you always as close to your computer as you are to your phone?
5. Can the mobile now do many things a computer can?
6. How soon before it can do all – and more?
The answers to those questions explain why last week I did a video interview with Henry Cazalet whose business is text marketing.
I think anyone who misses the boat on this will end up like a lot of those who failed to realise the implications of the internet. On the street.
I was greatly intrigued by what Henry said – especially the figures on what happens if you add text response to your ads, and I will be putting the interview out as part of the Commonsense Marketing Programme I mentioned on Friday. These interviews are all with people who can help you do better – or avoid doing worse.
Now, here’s what my friend Glenmore told me about Google’s latest venture, which is relevant, to say the least.
They’re going to launch a system offering free calls – along with what sounds like a hell of a handset.
For the first time, one company will control everything from the software in users’ phones to the services they use to make calls and surf the web.
The Googlephone will have a large touchscreen display and a processor almost twice as fast as Apple’s iPhone 3GS.
Interesting times.
And thank you again for so many replies to my Friday blog. I e-mailed the oldest part of my helpful ideas list and got a very high response.
Many of you wanted a clearer idea of what I was on about. You can do so if you go to http://www.draytonbird.net/dbl/index.asp. You will see 3 very short videos there If you vote, you’ll then get more details.
Then if you’re still interested, well, I will be looking for a few real live guinea pigs soon** I should say that we already have a few people who want to ahead anyhow, so let me know if you’re interested.
** When I was lecturing in Peru a few years ago I discovered that the national dish is guinea pig. Like a cross between chicken and rabbit. Not bad, but I wouldn’t make a habit of it.
Good to see you ensconced in your leather bound element freely sharing your astute views. IMHO, your prolific droppings fertilize my incoherent rants with a much needed hybrid vigor. Never been across the pond, but if you ever get to Birmingham, AL, the wine is on me.
Small world, Bill W. Two nights ago I was taken out to dinner by a couple in Minsk who were telling me about their trip to Birmingham Al in September. Last time I was there was New Year's Eve 1980.
The quiz is a little like the Questionnaires that my local Labour/Liberal Democrat/Conservative Party send me, here in Richmond.
They tend to sum to one basic question: “Do you agree with us that the environment should be improved?
Of course I do, so I shall vote for you, whoever you are.
Actually, Drayton, Question 6 is the Really Useful one.
The answer is: “Not Real Soon Now”
Why?
Because we don't have the bio-technology to deliver implants which can replicate the experience of an in-home multi-sensual experience.
In-transit experiences which mobile 'phone technology delivers are simply not the same.
Marketers, of all colours and punditry, are only at the elementary stage of grappling with the problem of info-glut.
Using statistics like “Romania has more mobiles than computers” indicates that you haven't watched 'The Wire'.
The statistic is a 'red herring', in terms of understanding the media environment.
Including texting options in a Marketing Plan, and the advertising, which stems from it, is a Good Idea – and its cheap to do – but it doesn't answer the basic problem of what has happened to all the mobile 'phones, to which all these messages have been or could be sent?
In fact, it begs the question: who is answering all these mobile 'phones?
We are left with surreal concept: that individuals are creating mobile 'phone personalities in the same way that they do on-line.
So. How do I sort out my marketing targets? Which ones are real and which surreal?
Answers please on a 1GB stick drive.
Kind Regards
Shannon O'Hara
tis a small world…but I wouldn't wanna paint it. Sounds like a 30th Anniversary New Year's is in order. Lotsa Ukrainians here. You can see my bronze Cossack here. http://www.facebook.com/pages/Bill-Whetstone/104444496629
Those of you who follow the minutiae of these comments may have detected a tinge of the obnoxious know-all in Mr. O' Hara The reason is explained in an e-mail one of my former partners sent me last week: “Corrosive bile.
I remember a red-headed inadequate young man at THB&W.
An account executive whom I believe I fired for incompetence, I believe I did so firmly but not without a degree of compassion. He left disgruntled and felt hard-done-by.
I fear he might stalk you and become an unpleasant, irritating bur on the back of your blog. I hope not. However the anger and chippiness of his posts are evident and will thus be obvious to your readers.
What a little shit.”
Shannon is spot on with the info glut comment. Replicated Sites and Content spam in any form (Google Slap) will become more invisible as more sophisticated filters are utilized by end users. Hey now there is a niche for ya. Cellphone Spam Filters! and while yer at it, I prefer red wine thank you very much
Fun Idea!
Sadly, not altogether true – except the red-headed bit – a bit thinned, since those days.
But History, as they say, is written by the victors.
No. I did not leave:”disgruntled and … hard-done-by”
Times changed and I knew, at the time that I was not part of the 'New Look'.
Who is your anonymous former partner?
If I knew, then his and your bile will become clear to me.
A burr is correct though!
Are my points irrelevant?
No!
can you answer them directly?
It would appear not.
Kind Regards
Shannon O'Hara
PS 'A little shit!' Difficult, irreverent, blunt, sometimes foolish but never a shit to people. I cry: “Unfair!”
In an effort to restore the usual frivolity into the proceedings, re point 2, now that female 'viagra' is available will it be possible to turn on a women as easily as a phone? Would save a fortune, loads of time and let you get home to bed before midnight.
Google is all over mobile. Have you read about the Droid phone? Google is built into maps feature of my iPhone. They're buying AdMob which will give Google control of 24% of the mobile ad market.
Yes I did know about that, Dave – even if I didn't entirely follow the implications.