MarketingBeyond

Why are There So Many Mobile Blogs?

Mobile blog posts these days are growing like roosters in Kauai (another story, Google it.)

Speaking of Google, my quick "mobile blog" search 30 seconds ago revealed over 6 million! Top entry on page one is, naturally, The Official Google Mobile Blog, followed by the Mobile Phone Blog, described as:

• #1 Mobile Phone Blog. An Insiders Perspective on the Mobile Phone Industry, smartphone hardware, iPhone and Android applications, opinions on cell phone content, reviews of mobile games, critiquing new firms in the market and the health of the global wireless industry.

Amazing. Mobile blog readers can stop right there. Between Google and Mobile Phone Blog, you'll have 0 time left for reading the other 6 million.

Just in case you have a spare moment, you surely want to visit Anthony's Mobile Blog, despite his announcement that his employment elsewhere may indicate bias; so he's ended the posts, although he occupies position three on Google's first page:

This would be my last posting on Antony’s Mobile Blog. I will not blog here anymore.

• Why do I decide to stop blogging here? As some of you may know that I am currently working in one of the mobile phones manufacturers. Although I have written disclaimer in the About page that everything written here is purely my personal rants, there might still be a conflict of interests. People may think that this blog is related to the company where I’m working.
• In order to avoid any further conflicts, it’s better if I just close the chapters of this blog.
• PS: I am still maintaining two other blogs, i.e. Antony’s Life Blog and S60Tips.com. The first one is about my life (unless you know me in person, this may not be interesting for you). The second one is about tips, tricks and tutorials of using S60 phones (a.k.a. multimedia computers).

I think every mobile blog should have "tips and tricks." Goes along nicely with the picture of Anthony's sleeping cat (probably tired of the blog posts). Since I don't know Anthony, I'll skip his life blog.

If you're a night owl and need a glass of warm milk and more mobile blog stuff to sleep, don't miss Jason Langridge's Mr. Mobile Blog, which he describes as: A blog dedicated to everything to do with Mobile technology, solutions and applications. (Wikipedia could probably use his expertise.)

However, there's an alternative for blog readers who are tired reading more smartphone reviews, industry news, Engaget snippets that entice anger from its readers and such: MobileBeyond.

MobileBeyond is my "mobile journey," with a promise to avoid the usual two line Twitter tripe, "why I hate this mobile phone" crowd and "let me tell you everything you need to know about things mobile" bloggers.

You'll find two flavors of MobileBeyond. If you like podcasts on mobile marketing and advertising, then click on over to my podcast site. But if you like hard-core, tell-it-like-it-is blog posts, you'll love the new MobileBeyond.

For example, where in the mobile blogosphere will you find blog titles like this one?:

Wire-Less in a Mobile Age: The Threat of Cybercrime and Sabotage

Now, there's a post that should draw from a well diversified audience. Forget the latest iPhone app, go to MobileBeyond, as Paul Harvey used to say, for "the rest of the story."

Fellow mobile bloggers--all six million of you--"live well and prosper."

P.S. Like in an ice cream store, buy two scoops and follow MobileBeyond on Twitter. Goes well with a glass of warm milk.

Multimedia Mobile Advertising: David Miller & Mobile Discovery Podcast

Today's marketers are searching for new, innovative methods to increase marketing campaign results, whether for lead generation, branding effectiveness, events and direct sales. By combining multiple media channels, including mobile, marketers and advertisers can boost their overall effectiveness substantially.

In our Web 2.0 age, advertisers are finding ways to generate impact through integration of traditional off-line media, such as print, broadcast, billboards and email,  with social media, mobile and other technologies. This increases the possibility of marketing campaigns going viral.

David H. Miller, President and CEO of MobileDiscovery, an integrated multi-channel advertising company, shares his views in this podcast about multimedia advertising, product branding, FaceBook, MySpace and other social media channels, media tags and more.

David explains how to integrate mobile applications with advertising and discusses how the Mobile Discovery platform has been successfully used for QVC, U.S.A Today and other clients.

Moreover, he outlines Mobile Discovery's applications and campaigns with FaceBook, MySpace and other social media sites, portals and RSS feeds.

Commenting on "channel shifting" (enabling consumers to move among PC's, mobile phones and other communication channels), along with "time shifting" (consumers using media content at their own leisure), David outlines a vision of the future that's compelling and fascinating, including the embedding of mobile devices in the human body!

Listen to this futuristic podcast with David Miller.

For further information, see the links below:

Implementing a Multi-Channel Mobile Advertising Platform (Mobile Advertising Alliance)

For further reading, click here.

Deepak Chopra, Economic Uncertainty and Infinite Possibilities

I recently have been reading Deepak Chopra's thought-provoking books on Universal principles and believe everyone--economists, in particular--have much to learn from him about our economic doldrums.

Tom Lauricella, writing in today's Wall Street Journal ("Foundation of New World Order is Uncertainty), comments that "...investors find themselves in a new world where vast swaths of territory are marked 'unknown.'" Lauricella argues that availability of capital "...can no longer be taken for granted...[In the past] If one wave of money pulled out, it seemed that another was always coming in to fill the void...For now, any predictions are little more than guesses."

But when was it otherwise? If the great economic minds from history were sitting around a table in the White House today, what would they say? I would hope, at least, they would consider their predictions slightly above the level of guesses.

Economists, as many argue, are a strange lot--praised when their predictions materialize, scorned when wrong. I found this diddy online from JokeEC to humor you:

------------

A mathematician, an accountant and an economist apply for the same job. 

The interviewer calls in the mathematician and asks "What do two plus two equal?" The mathematician replies "Four." The interviewer asks "Four, exactly?" The mathematician looks at the interviewer incredulously and says "Yes, four, exactly."

Then the interviewer calls in the accountant and asks the same question "What do two plus two equal?" The accountant says "On average, four - give or take ten percent, but on average, four."

Then the interviewer calls in the economist and poses the same question "What do two plus two equal?" The economist gets up, locks the door, closes the shade, sits down next to the interviewer and says "What do you want it to equal?" 
-----------------------

Lauricella in his WSJ article quotes an economic researcher who both posed and answered his own question: "'What happens when an irresistible force'--the Fed's actions--'hits an immovable object'--the paralyzed global economy?'...'The correct answer is there is no answer." I always find it amusing when people (especially economists) pose questions that have no answers.

Lauricella quotes more economic gobbledygook from a chief investment strategist: "'The credit-creation machine is semi-permanently impaired.'" This is similar to your doctor's assessment of a broken leg or why a formerly successful quarterback isn't playing in the NFL next year.

I would hope that most of us learned in 2008 that the old belief ("I win, you lose") doesn't work. Last year, for most of us, was a case of "I lose, you lose," a phrase that Hallmark will probably not consider in forthcoming birthday cards.

An alternative, which swept Obama into offiice, is "I win, you win." Convincing the American public, Wall Street and Congress about this radical philosophy is Obama's main leadership challenge as he takes office.

Deepak Chopra, a well-known author and M.D., provides some enlightening answers and observations about our current plight. He first says that belief is based on what's known and everything in the future is unknown--not something that would keep many economists gainfully employed.

But Chopra goes further. Quoting several physicists, Chopra explains the "discontinuity" theory about the Universe. Simply put, the entire Universe--including human consciousness--is a process consisting of sub-atomic particles or vibratiions that continuously turn on and off, appearing then disappearing.

When off, discontinuity occurs. Everything is empty. Physicists claim that in the off state nothing exists--no information or content. When questioned further, however, physicists say that in a state of discontinuity, the Universe offers infinite possibilities, infinite creativity--a condition where anything is possible.

For most of us, the sub-atomic world is not our daily reality. But imagine if we could glimpse it, if only for a few seconds? How would our lives change? If discontinuity provides infinite possibilities and unbounded creativity, leading to a reduction of fear and discord in our lives, miracles would become reality. Worry and strife about our economy, ourselves and others would greatly diminish. Our perceptions of the world would radically change.

Back to Lauricella and the Wall Street Journal article.

He asks a series of close-ended questions (only answerable as "yes" or "no"). Here are a few, followed by my re-phrasing creating open-ended questions:

"Might a cash-starved world mean a prolonged period when interest rates for corporate borrowers stay well above historic levels?" ("What can we do to increase credit for corporate borrowers?")

"Will there be a protracted retrenchment among heavily indebted consumers who carry mortgages bigger than the value of homes?" ("How can we improve the housing market and help consumers reduce debt to pay their mortgage payments?")

"What kind of a premium will investors pay for stocks that reliably churn out scarce cash in the form of dividends?" ("What steps can we take to boost corporate profitability resulting in increased dividends for stockholders?")

As Chopra would say, re-phrase the questions. Re-orient our thinking. Be mindful. Think creatively about the problems we face. There are infinite possibilities in the Universe.

Xora Mobile Resource Market: Multi-Channel Marketing Example

Xora, a Silicon Valley Mobile Resource Market (MRM), company, provides location-specific reporting and alerts to companies with a mobile workforce. Many industries, including transportation, government, health care, construction and field services, need real-time data obtained from mobile handsets with or without GPS on employee & vehicle locations, project management status and other location-specific information. This increases operational efficiency for companies who have many mobile-intensive employees. The technology is also used to solve criminal cases, lawsuits and other personal matters more quickly and accurately with the aid of GPS/Satellite or cell phone triangulation capabilities.

Xora's use of multi-channel marketing, however, is the more interesting aspect of their approach. When you first see their website home page, which is very clean and uncluttered, you can select industry descriptions of Xora's applications ("industry smart") or choose multi-media ("Hear from Customers") or recent news ("Company Spotlight'). 

The "Hear from Customers" link leads to a web page offering case studies, podcasts or videos.
Visitors then have the choice of viewing text, audio or multi-media case studies and testimonials, arranged by vertical market and applications. This multi-channel approach accommodates prospects who prefer specific communication channels and reinforces Zora's marketing message across channels.

Visit Xora's website for further information.

Podcasting for Marketing & Corporate Communications

I love podcasting. It's a great way to personalize your communications, whether for formal marketing campaigns or company communications or an extension of your blog.

A couple of considerations before you start podcasting. Think about what you want to accomplish with each podcast. Want to keep your customers current on your products and services? Spread the word around the company about your new 401K program? Improve management/staff communications? Podcasting serves multiple purposes and easily complements website, newsletter and email content.

Next, how are you going to record it? You'll need a good condenser mic, a PC/Mac and software to record and upload your podcast to your company's or another server. I use a Mac and its GarageBand software, but Audacity, available free for a PC or Mac, is available online at Audacity.com. You'll also need a QUIET, fairly sound-proof room for the recordings. You don't need a radio broadcast studio, but check around your company for a room that's "dead." When you clap your hands, you shouldn't hear an echo.

Want to get on iTunes? You'll need to generate an XML feed that's iTunes' compatible so iTunes knows when you've recorded a new podcast and the location of the audio file. Here's an Apple site explaining iTunes requirements in greater detail:

http://www.apple.com/itunes/store/podcaststechspecs.html

Check with your IT department or, if you're recording a podcast on your own, either have your website hosted by a company that generates the XML feed automatically, such as Go Daddy, or pick up software to generate the feed, such as FeedForAll. Free or low-cost RSS/XML feed software is located here:

http://www.newfreedownloads.com/find/xml-feed.html

Then sketch out your podcast and organize it. Just as you would write a blog post, write down the key points in your podcast. Want it totally scripted or free-form? If you script your Podcast, use a conversational tone. If you interview someone, write down your questions and share them with the interviewee before you start recording.

Length?  "Keep it short." Podcast episodes between 5-20 minutes generally fare better than longer ones.

Last, regularity is important to develop an audience. Most podcasts are either weekly or every other week. Before starting, make sure you have the resources and management commitment for a regular series.

Have fun podcasting!

Leveraging Marketing Assets: Multi-Channel Marketing Boosts Response

What if you could double or triple your lead conversions in marketing campaigns? What if you could hold a prospect's attention 30 seconds longer than you do now? How would that affect direct response advertising?  What about building higher quality lists producing twice your usual results?

Marketers who implement strategies combining traditional communication channels, such as telephone and email, with innovative uses of new channels--podcasting, in particular--are generating superior results in their marketing campaigns.

Why, you ask? Because podcasting is becoming very popular in both B2B and B2C campaigns, and companies today are leveraging marketing assets that improve conversion rates. Try Googling "leveraging."  I just did. The result?: 9.8 MILLION hits clearly demonstrating the synergy marketers achieve by channeling their messages through multiple communication channels.

Googling podcasting resulted in 16.9 MILLION hits. Clearly, the Internet buzz means greater interest in listening to audio content at one's leisure, similar to webcasting, combining video and audio to explain more complex subjects. But audio-only podcasting may have greater exposure and impact due to its availability and ease-of-use. (You don't see many people working out in a gym with a video Ipod.)

E-mail...3 BILLION Google hits. And the lowly telephone? Only 302 MILLION.

If there's that much interest in emailing and phoning each other, why bother with the newer technologies? We're back to leveraging. However, this time, it's about leveraging one's time. The telephone is intrusive requiring immediate action. You either answer the phone or let the call go into voice mail. Email is a bit of both, depending on the sender. If you receive an important email--perhaps one you've been expecting--you open it, then leave the rest for later. Many times, emails and phone calls together enhance marketing effectiveness, accounting for their common use in marketing campaigns.

Aratron in a post on the Invision Power Board, writes about the concept of complementarity:

"Throughout my discussion I will be sustained by the concept of complmentarity. For if I ask a question from one point of view I will have one answer. But if I ask the same question from another and quite different point of view I may very well have a second answer. The second may be inconsistent with the first, but it can be viewed as complementary. And the two answers taken together will provide a richer, truer picture than either separately." Aratron could easily have been writing about multi-channel marketing.

Whether you prefer the word "synergy" or "complementarity" or "greater impact," the result is the same. A killer advertising or marketing message, delivered across multiple channels in non-linear time far exceeds the results of "forced compliance" channels such as broadcast advertising.

To demonstrate the power of 1+1=3, I've written a PBFA (pain, benefit, feature, advantage) strategy sheet, an outbound call guide, and a email landing page, explaining the call guide for a fictitious company called Routing.Com.  Notice the consistent message content and consider implementing similar multi-channel campaigns for your company.

Mobile Growing Rapidly in India: A Model for the World?

India, according to BusinessWeek and other sources, is now the second largest mobile market on Earth. Between 250 to 300 million Indians now own mobile phones in a country with only 30 million personal computers. That's 25% of India's 1.1B citizens. Over 8 million Indians sign up for cellular service each month.

Average monthly carrier revenues (USD) in mobile-intensive countries is staggering: $10 in India, $12 in China and $30 in the U.S., although other research shows an average of $55 per subscriber in the United States. Voice minutes cost 1.3 cents in India, 8.4 cents in Pakistan and 3.5 cents in China. To my knowledge, carriers in these countries have yet to offer "talk all you want" plans recently introduced by U.S. carriers Verizon, AT&T and Sprint. (See my post on Sprint regarding its marketing challenges.)

Although India's mobile users are purchasing over $250 million a year in additional wireless services--text messaging, music, wallpaper, games and Web surfing, with expected growth to $1.7B by 2010--currently 80% of data purchases represent text messaging and ring tones. In fact, Indians send over 25 BILLION text messages a year. Additional data purchases are stymied by low-end handsets, price and lack of mobile services.

As expected, India's younger, tech savvy subscribers are the most likely purchasers of mobile services--from online banking to entertainment. Dozens of players, including Google, Yahoo, Microsoft, as well as telecom providers--Bharti Airtel, Vodafone, Reliance Communications and Tata Teleservices--are developing content: movie schedules, stock quotes and other news services.

Indian mobile carriers, in particular, want to ncrease their current 10% share of information revenues (representing 13% of profits) to 20% of revenues--the "on-deck" information revenues controlled by the carriers and their partners. However, mobile users' desire for content continues its surge, and "off-deck" services, not controlled by the carriers, will proliferate.

Mobile websites, growing rapidly in the global mobisphere, should greatly interest Indian businesses, who seek innovative ways to sell to mobile users, especially considering low PC penetration in the country.

Discovering which mobile services interest India's growing mobile community is the key. In an earlier post on mobile banking, for example, I cited research indicating that younger U.S. cellular users are more interested in ATM and bank location expansion than accessing accounts on their handsets:

An eye-opening study by Javelin Strategy and Research concludes that even Gen-Y consumers (18-29) are not as hot on mobile and online usage as one might assume. "Regardless of Gen Y’s proclivity to initiate online transactions and use mobile phones and technology in general, Javelin data shows that Gen Y is not ready to abandon the brick-and mortar, or other channels, to go completely online or to the handset for all their banking needs. For example, when selecting a new financial services provider, Gen Y consumers ranked access to ATMs and access to branches as more important than online service capabilities, in comparison to those of other age groups."

Marketers seeking to penetrate the mobile space are carefully watching India.

The Marketing of Me: Getting a Job in These Troubled Times

Multi-Channel Strategies for Job Hunters

Financial Week recently reported that the rise in unemployment claims is the highest since February, 2005. The news probably comes as no surprise to any American who has followed the financial crisis on Wall Street, Federal intervention in the brokerage markets and the mortgage collapse. As expected, hundreds of thousands of Americans have lost their jobs with no immediate improvement.

As Thomas Paine said in The American Crisis, a series of pamphlets about the American Revolution, aimed at raising the spirits of American patriots:

"These are the times that try men's souls: The summer soldier and the sunshine patriot will, in this crisis, shrink from the service of his country; but he that stands it now, deserves the love and thanks of man and woman."

Another Paine line that isn't frequently heard:

"Tyranny, like hell, is not easily conquered; yet we have this consolation with us, that the harder the conflict, the more glorious the triumph."

While thinking about Paine's message and the loss of American jobs, I thought I'd share a strategy with you for obtaining employment. Last October, I recorded a podcast called "Multi-Channel Strategies for Job Hunters." Using the Web, emails, letters and telephone calls, the strategy gives you a blueprint for getting job offers and exploring career changes.

While job hunting, you can implement online strategies used by companies to market products and services. The only difference: you're the product.                            

Here’s a summary of the key steps in the podcast to implement your job strategy:

1. Write down keywords that reflect your skills and interests. Don’t concern yourself with job titles, companies and locations. That comes later.
2. Write down ten or fewer keywords that reflect your strongest skills and interests. 
3. Select a search engine (Google, Yahoo, MSN, ASK or others) and social media sites such as LinkedIn and Facebook to find professions, companies and influencers related to your keywords. Enter all keywords on the first search.
4. Review the first 10-20 hits and add new keywords to your list. Start identifying industries, trends, blogs, products and services.
5. Rate your skills and interests and choose which skills you would like to use the most.
6. Create keyword phrases as if you were purchasing online advertising and add them to your list.
7. Enter a second search using keyword phrases that expand your initial search and help zoom in closer to industries, companies, contacts, blogs, news articles and more.
8. Write or change your resume and social media profile and include your keyword phrases.
9. Create a generic letter outlining your experiences using these skills and explain why you’re interested in a certain industry and field of work. Include your keyword phrases.
10. Use websites (Monster, Hotjobs, social media) and search on these sites with your keyword phrases.
11. Identify 25-50 companies that result from your search showing the closest match to your keyword phrases.
12. Review websites and search engines for information about the companies that interest you. Try to uncover needs.
13. Once you’ve identified a need or pain, think about how you could help that company.
14. Identify within each company who’s responsible for the need or pain you’ve uncovered by calling the company, following up with a tailored letter and further phone calls. (Create a PBFA or call guide to make the calls go smoothly--and use your keyword phrases in all communications.)
15. Keep in mind that 90% of all companies have fewer than 1:00 employees. This makes it easier for you to reach managers, ask for an appointment and obtain employment.
16. In your job search, you’re going to contact influencers who can help you reach decision-makers at companies you’ve targeted.
17. Approach each selected company through multiple people.
18. Remember that companies hire people, just as they purchase products and services. The more you know about a targeted company, the more likely you’ll get appointments and job offers.

Two other podcasts may help you as well:

"Referral Strategies that Work" and

"Telephone Voice Improvement"
                                                            
Good luck in your job search!

Jeff Walker, W. Clement Stone & The Law of Universal Abundance

Recently, I came across Jeff Walker, the "Product Launch Strategy" entrepreneur. Most people who seek home-based businesses, more satisfying lifestyles and unlimited wealth have considered online marketing businesses--usually offers from individuals with get rich quick schemes. Some are realistic and promoted by people of high integrity. Many are not.

Jeff Walker is the first visionary I've encountered whose marketing strategy aligns with the Law of Universal Abundance. Simply stated, the boomerang effect: what you get is what you give. The more I observe Jeff's willingness to share his thoughts and materials, the more I'm reminded that the Universe responds in strange and wonderful ways to those who give freely of themselves. These are individuals whose desire to help others and improve the world reach beyond monetary gain.

Throughout history, many individuals--some remembered, many forgotten--have realized this Law. Andrew Carnegie, who gave away millions creating public libraries, comes to mind. In the world of business, W. Clement Stone, who co-authored "Success Through a Positive Mental Attitude" and lived to age 100, is another. In fact,  I urge everyone to read the Wikiquote article on W. Clement Stone.

One quote:

"Be generous! Give to those whom you love; give to those who love you; give to the fortunate; give to the unfortunate; yes—give especially to those to whom you don’t want to give. Your most precious, valued possessions and your greatest powers are invisible and intangible. No one can take them. You, and you alone, can give them. You will receive abundance for your giving. The more you give—the more you will have!'"

Stone was also famous for his line: "Do it Now." Whatever you consider of value is worth doing today--not putting it off for another day. I must believe that if Stone were alive today, he would watch Jeff Walker with great interest.

DaVido Acquires Bluetooth Neuron Disease: Viral Marketing at its Best

The American Academy of Bluetooth Physicians recently announced a new mobile illness called "Bluetooth Neuron Disease." Symptoms include loss of reality, increased musical abilities and bipolar depression. The disease is spreading rapidly among iPhone users who place Starbuck orders using a paired bluetooth headset. DaVido, a singer obsessed with Starbucks, recently acquired the disease. The full story on Mobile Telephony Innovations.

Shipping-Based Pricing Strategies, Cuisinarts and Amazon.Com

We continually read about Ecommerce's growth while brick and mortar's lose business. But what if you need a product NOW? What if you can't wait for 3-5 days? And how do etailers maintain customer retention when brick and mortar stores can supply a product you need today? Bottom line: Should etailers adopt shipping strategies for critically-needed products? Is there room for customer based marketing on the Web?

I thought about this dilemma today after I broke my Cuisinart carafe. After uttering "Oh, s.....", reality set in. "No Starbucks tomorrow morning, Brian." Unless I could find a replacement carafe quickly--like NOW--it's green tea for breakfast. Off to the Internet for some Googling.

After checking out carafe availability and pricing on the Web, I found my replacement carafe for $25 at Amazon.com, an etailer that takes a lot of my cash each year. "But, wait," I told myself, "I need the carafe el pronto--not days from now. My blood caffeine levels would plunge leading to blocked neurons."

Amazon.com wanted $19.97 for one-day shipping--almost as much as the cost of the carafe. Amazon also tried its usual cross-sell (coffee filters, grinders, etc.). They even wanted access to my checking account for a $500 Amazon gift card contest. Then Amazon hit me up again for their "prime" program where you pay $79 a year for two-day "free" shipping on most items.

Don't the marketers at Amazon realize that customers need a carafe replacement immediately, while they can wait a week for an electric toothbrush, book or CD? And shouldn't Amazon and other etailers offer lower overnight or second day shipping to loyal customers who consistently buy from them? Amazon would have delighted me, as soon as I selected a coffee carafe, if I had read the following:

"Brian, we realize you probably need a replacement for your carafe immediately. Because of your loyalty and Amazon purchases, we'd like to offer you lower overnight shipping of your carafe for only X$. If that's acceptable to you, please click here. We appreciate your business."

The end of my story? I found a carafe replacement at Bed, Bath and Beyond three miles from my home. When I called, a nice gentlemen told me my carafe was available and the store was open until 9 p.m. As soon as  I walked into the store, two smiling employees welcomed me and, even though I didn't have a 20% off card, a courteous clerk told me I could get the discount on my purchase the next time a coupon arrived in the mail. I walked out of BBB a happy camper, eagerly awaiting my morning coffee, and wondering why Amazon.com didn't make me feel so appreciated.

E-tailers, think about shipping-based pricing strategies and continually improve the customer's experience on your websites. Embrace customer service marketing principles and reap the benefits of delighted customers who can't wait to buy from you.

Mobile Banking, Technology Hysteria and Consumer Resistance

(The podcast version of this blog post is available by clicking here.)

Mobile technology companies and banks continue their crusade to convince customers to "go mobile." While advances in mobile telephony are welcome, technological hysteria continues unabated. Banking and technology marketers continue assuming that "if we build it, they will come."  This assumption is similar to the iPhone hysteria created by Apple last June, forcing early adopters to sleep overnight at their local Apple or AT&T store. (See my blog post"Apple iPhone Fever.)"

San Jose Mercury News reporter Mark Schwanhausser wrote another mobile article in today's paper called "Is that an ATM in your Pocket?". A previous article by Schwanhausser about a company called Mobibucks and retail cell phone payments is another example of changing mobile consumer behavior. (See my blog post response: "Retail Mobile Payment Alternatives."

Using mobile devices to access financial information and initiate transactions is not new. Charles Schwab and other financial institutions have offered account access and financial transactions for some time. Schwab rolled out banking applications four years ago, in fact.  Other financial institutions, including PayPal, continue cajoling consumers to use their cell phones for fund transfers as well.

So why aren't we throwing away our ATM cards and whipping out our cell phones to do our banking? Why are we causing mobile technology and banking marketers loss of sleep? Are we anti-technology? Do we hate our banks?

Writing in my "Mobile Technology Innovations" blog on eBay last December about Ipods, mobile phones and ONE card for all financial transactions, I commented: "People seem to like electronic devices that do one thing well--whether playing music, taking pictures or calling their friends. They resist the complex and cling to the simple. They want to grab something--a camera--and take a family picture. They desire a quick means to play their favorite CD.  They don't want a swiss army knife version of a mobile device that does it all, nor will we probably find such a device. I mentioned to an employee at a GNC retail store recently about a single card used for credit card purchases, identification, access to buildings, etc., and he agreed with me that there's something very human about carrying multiple cards in your wallet. We have a driver's license used for identification and the right to drive a car; we keep a medical insurance card that assures us we're taken care of if we're in the hospital; credit and debit cards to pay bills. Having ONE card that does everything? It's possible.  Do we want it? Are humans "wired" for the single card--or single mobile device--that does EVERYHING? I seriously doubt it. I think people like variety--they like their elecronic gadgets and plastic cards. And we're a long way off from the future depicted in sci-fi movies where one mobile device does it all."

In the Mercury article, Peter Hazelhurst, senior vice president of Yodlee, a Redwood City mobile banking vendor says: "' The biggest problem is people don't know what they can do with their mobile phone.'" Not necessarily true. It took a lot of advertising and persuasion to convince banking customers to use their computers for online banking. Bankers tried for years to convince customers online banking was secure and a time-saver. E-tailers faced the same problem as consumers avoided online Web purchases.

An eye-opening study by Javelin Strategy and Research concludes that even Gen-Y consumers (18-29) are not as hot on mobile and online usage as one might assume. "Regardless of Gen Y’s proclivity to initiate online transactions and use mobile phones and technology in general, Javelin data shows that Gen Y is not ready to abandon the brick-and mortar, or other channels, to go completely online or to the handset for all their banking needs. For example, when selecting a new financial services provider, Gen Y consumers ranked access to ATMs and access to branches as more important than online service capabilities, in comparison to those of other age groups."

The state of mobile technology in the U.S. is another factor. Over 200 million Americans now own a cell phone that, at best, handles texting. Until the cellular carriers convince mobile users to purchase more expensive mobile devices equipped with fast 3G/EVDO broadband data speeds, mobile banking is restricted to simple text messaging, offering little more than deposit account balances. Banks also need to convince users that mobile banking is SECURE to avoid loss of funds and identity theft.

Instead of "build it and they will come," bank marketers moving into mobile space must better communicate  mobile technology's advantages from a consumer's perspective. Then they will come and, more importantly, stay.

The Tyranny of Computer Tech Chat: Multi-Channel Mayhem

I recently purchased a new PC with Vista Home Premium. Although I'm a Mac geek, I run a consulting practice and, as we all know, Windows rules from Redmond, Washington. So having a PC for certain applications is useful.

You've probably contacted a computer manufacturer's technical support department--by telephone, email and, of late, chat. While I've experienced good and bad chat sessions, similar to excellent to poor telephone calls, tech chat to fix a computer problem online can strain both the tech rep and the computer user. If the outcome is positive, the user ends the session singing "Dixie." However, as is so often the case, an unresolved computer problem sometimes makes the user want to throw the computer against the wall and sing a funeral dirge.

Chat is the slowest, most ponderous communication channel ever invented. While a couple of teenage cell phone users text back-and-forth with ease and and a quick "I'm with you, brother," technical chat reminds me of those New Yorker cartoons with the husband and wife staring into blank space while sitting next to each other in separate chairs.

Here's one recent chat with a major computer manufacturer's tech rep (names removed to protect the guilty),  which we'll call "let's fix Brian's monitor."

Scene One: Brian, fairly competent PC user, who hates Vista, goes into Chat mode with a computer manufacturer's Tech Rep (TR) for short. This is the second time I called about the same issue.

TR
Welcome to ...for Desktop PCs. This is ... How may I assist you today?

TR
Hi Brain. (BP: Miss-spelled my first name; not good; my grandmother used to call me "Master Brain.")

BP
Hi

Called before about monitor displaying weird-colored text. Tried re-installing display driver. Failed with same error

TR
I will do my best to resolve the issue.

TR
Please give me 5 minutes, while I check your previous interaction. (la...la..la..la..) - 3 minutes

TR
Thank you for staying online. I appreciate your patience. (ta...ta...ta...ta...) - 2 minutes

TR
I understand from your previous interaction that you are facing an issue with the printer printing and TV display. Am I correct?

BP
no, just the monitor display

TR
Okay, let me know the current status of the issue. (BP: Did he read the last chat notes?)

BP
text appears faint and in different colors on monitor...text I just sent you is in red and light brown, even within same word...generic driver appears installed...driver provider unknown

TR
Thank you for all the information.

TR
May I have the computer model name ? (BP: Whoa! Not in notes or in info I provided pre-chat.)

BP
Model XXXX

TR
Have you reinstalled the operating system?

BP
no

TR
Thank you for all the information.

TR
I understand that the display on the monitor is not clear, and graphics drivers is not showing in device manager. Am I correct?

BP
yes on display clarity

BP
Driver for monitor--not graphics adaptor--is the issue

TR
Okay. please click on + mark showing in front display adapter in device manager

BP
done

TR
Does it listed the graphics card device driver there? (BP: Did he hear me that it was the DISPLAY--not GRAPHICS driver?)

BP
yes

TR
Thank you for all the information.

This issue could happen due to corruption of files and change in settings.

May I confirm you have disabled the UAC ?

BP
yes

TR
In order to resolve this issue, please do the following steps:

Click Start -> All Programs ->  My Display -> Display Diagnostic Utility.
In the Display Diagnostic Utility click on ?Clear Registry?. A Clean Reg Window would open, Click on ?Yes?

Scene Two: BP wondering about the guy. Are the neurons firing?

BP
My Display does not appear

TR
Please recheck, it should be there.

BP
I've checked twice. Is it supposed to be in the XX Folder?

BP
tried search--not there

TR
Okay, in that case, we need to download and install the Monitor drivers.

To do so, please open the link given below and download the drivers:

http://xxxx (BP, let's see, didn't I tell him it was the display driver?)

TR
Open a new Internet Explorer window, copy the above URL and paste it in the address field, press Enter to view the web page.

BP
one moment

TR
Sure.

BP
I've already downloaded the LCD monitor driver. Since My display isn't showing, shouldn't I download that one? (BP: Thought I'd save us some time.)

TR
Yes, please download and install all the four given on the web link.

BP
one moment. downloading

BP
I'm saving the files to the desktop.

BP
After downloading, should I install My display first?

TR
Yes.

TR
Please download all the files to desktop, then install one by one.

BP
got it. my display done in 30 seconds

TR
Okay.

BP
all four downloaded

TR
Please install one by one , first install display drivers

BP
same error. 'Access denied' when trying to install display drivers

BP
Should I try My Display since it doesn't eppear under programs? (BP: I think I mentioned this one before.)

TR
Yes, please install.

BP
my display installed

BP
working on monitor display and other installs

BP
'access denied' on display drivers, although during my display installation, screen showed 'installing display drivers'

TR
Okay.

TR
Now, do the following steps:

Click Start -> All Programs -> My Display -> Display Diagnostic Utility.
In the Display Diagnostic Utility click on ?Clear Registry?. A Clean Reg Window would open, Click on ?Yes?

TR
On restart you will have ?Other Devices? with ?Generic Monitor? List under that same.

TR
Do the above steps, then download and install monitor drivers.

TR
Brain, let me know the status. (BP: I'm feeling smarter now that he called me a brain.)

TR
Have you completed the steps?

Scene Three: BP knows the chat session dropped out; TR doesn't

TR
Are you with me? Please respond as a delay may cause a disconnection in our chat session. (BP Chat connection dropped.)

TR
Thank you for contacting Total Care. I did not receive any communication from your end in some time.  So, I will now close our Chat session. Chat is available 24hrs a day.  Please contact us if you have any additional questions or if you require further clarification.

Chat, especially technical chat, is like two persons sending and receiving Morse code to each other, while both are reading the instruction book. "Let's see, it's --pause----pause--- for the letter "a," and so on.  What I don't understand, however, are the long pauses when there isn't a reason to discontinue chatting.

Example:

TR: What is the problem?

BP: My monitor displays strange colors

TR: Thank you for the information (Pause.............)

TR: So (having read previous notes) you're having printer and TV display problems)

BP: No....(wrong notes....wrong session..)

From a marketing perspective, despite the best intentions of the tech rep, it's a disaster. New customer...new computer...computer working at 99%, monitor not quite so high. Bad scene. Doesn't do much for customer satisfaction and loyalty.

Computer marketers might ask themselves if chat vs. phone enhances the "customer experience" for troubleshooting technical problems. They may find that, although more expensive, hiring articulate, competent tech reps and putting them on the phone will increase customer loyalty. Apple has certainly learned this and their rising stock price and computer sales prove it.

David Pogue in his New York Times article:

"When Tech Support is Outsourced - and Common Sense is Dead" that service drops. Can the computer manufacturers do better?

Channel Overload in the Blogosphere: Forced Reading Consumption

I was watching the new blog posts streaming off of Technorati the other day and it occurred to me blog posts are growing beyond reader consumption. Paul Gillin writes about this uncontrollable blog growth in his book The New Influencers. It's as if everyone started contributing to Wikipedia simultaneously or failed to turn off the proverb-able donut machine. As a result, we have too many donuts for human consumption.

Rather than bemoan the blogosphere's uncontrollable growth, I have an idea to handle the situation. It's based on my new universal law of forced reading consumption. Here's how it works: As the Blogosphere continues producing donuts, every person on earth with a computer and Internet connection MUST READ a daily quota of blog posts. Naturally, the quota will continue rising as blog posts increase, taking up increasing amounts of reading time. But that's the price we pay for communications technology in an interconnected world.

A new global agency--called the Blogosphere Forced Compliance Board, the BFCB--will acquire all email addresses of everyone on Earth in a central database, monitor all blog posts and assign everyone their daiily blog reading quotas, based on language, culture, personal interests, etc. Plus it's only fair that intensive bloggers--those who post more than twice a day--will have higher quotas.

Each blog will now require an additional button next to RSS called READ AS REQUIRED and require readers to enter their email addresses that are immediately sent to the BFCB's blogging servers for updating. Blog readers may also report their reading quotas by entering the post's URL at HTTP://BFCB.GLOB. (GLOB is a new URL suffix only used by the BFCB.) Users who enter the wrong URL in their browsers--"GLAB," "GLEB," "GLIB," or "GLUB"--wil see their quotas raised by two reading assignments per day for the first offense and three for the second offense. Persistent abusers will be taken off the waiiting list for a new Google phone and forced to buy and use an iPhone with a mandatory 10 year AT&T wireless contract.

On a weekly basis, the BFCB willl email Blog Recall Tests (BRT's) to all readers. For readers scoring less than 80% correct answers, the BFCB will issue a citation requiring readers to post a "Forced Reading Compliance Failure" (a FRCF) explaining why they failed the test, similar to the pillory used in earlier years for public ridicule. Lack of compliance for medical reasons is acceptable and requires a submission of explanation to the Global Medical Counsel (the GMC), a new division of the BFCB. Readers have their choice of either a text post or a video. YouTube hosts the videos.

I know this plan sounds harsh and, surely, I've not covered all the details of the plan, but someone must immediately take charge of the Blogosophere's growth. Otherwise, global warming will increase (heat from all those computers rising into the atmosphere), bloggers and bloggees will disrupt global commerce (no time to work at a real job) and newspaper and magazine publishers will go out of business due to lack of readership.

Comments and suggestions are welcome.

The New Influencers and Multi-Channel Marketing

Multi-channel marketing, incorporating traditional channels (broadcast and print) and new media (blogs, podcasts, Web 2.0), are linking individuals globally. In a world without standards or control, social media sites, such as MySpace, LinkedIn and YouTube, converge with bloggers whose posts blanket the Blogosphere. Before the printed word, only a few chosen individuals controlled ideas expressed through the written word. Then, Gutenberg and movable type diminished the power of the Church as books became available to the masses. Fast-forward to the twentieth century, dominated by radio, television, cable, the telephone and other electronic communication channels. Finally--a Web-dominated world has opened another communication channel where individuals wield influence and exert power over social thinking and marketing.  Listen as Brian Prows describes these revolutionary changes and quotes from Paul Gillin’s recent book: “The New Influencers: A Marketer’s Guide to the New Social Media.” Download MarketingBeyond.mp3 or click here.