When will Vodafone learn? fresh from the pointless application last year which charged Vodafone customers a monthly fee for using Myspace (whilst other networks allowed you to access the Myspace wap site for free) they have now released ‘Connect to Friends‘.
Connect to Friends is an application that allows you to send SMS and MMS to your friends on Facebook. It costs 10p for an SMS (1 credit) and 30p for an MMS (3 credits). You get 25 free credits to start off with but after that you have to top up via PayForIt, which charges the fee to your phone bill.
Theres many reasons why this application is such a joke, but heres a few:
You have to MANUALLY enter the phone numbers for all your friends!!! Even if your friends have input a mobile number on their Facebook profile, the Connect To Friends application doesnt even use this data. So what EXACTLY is the point of using the service when you can just pick up your mobile and text your friends in seconds?
10p for an SMS and 30p for an MMS? This is far too expensive. Where is the value of using this service rather than my mobile? Its not worth the hassle of having to manually enter every number. Your a global mobile network, you can make it cheaper. Im talking ZERO pence to 5p to even make it worth considering if your on Pay as you go. If your on contact why would you use this service?
Vodafone are trying to fix a problem that doesnt exist. I really want to grab the guy behind this and just shake him by the shoulders for an hour. If you want to make money from social networking sites you need to think of a better idea than this. I know its a trial but its another idea thats going to bomb.
If you want ideas do some research groups and find out whats needed. Or just ask me (hourly rate applies). There are plenty of things that Facebook and Myspace are crying out for when it comes to mobile.
Pieter Knook Vodafone Group Internet Services Director says:
“Through this partnership Vodafone aims to continue its commitment to provide easy access to communication services and communities by bringing the worlds of mobile and PC Internet together. This is a ground breaking social networking opportunity for all UK mobile users.”
Pleeease. Easy access? Ground breaking? There are over 20 sms applications already on Facebook, some of them even offer free SMS in return for accepting advertising.
Update!
A few weeks ago I got a hit from an internal Vodafone Intranet page and as of today Vodafone are now giving users 5 free credits every month! Is it worth using yet? Nope, but its a good start, lets see those messages get to 50 a month, i send 5 sms every 30 mins
Good to see somebody is listening. One more suggestion Vodafone….Maybe change the “From” field to something better than 00VF-C2F!
How do you try and solve the problem of 1000 HIV related deaths in South Africa every day with only 5% of people ever tested for the virus? The answer lies in another statistic, 90% of people in the country have a mobile phone.
The project involves sending out text messages to millions of people every day urging them to call a confidential phone line if they have any concerns about HIV and AIDS.
Results from the pilot have seen a four fold increase in calls to the AIDS helpline.
The project hopes to evolve into offering free home HIV testing kits and SMS reminders to patients about hospital appointments as well as medical treatment.
This campaign shows the power of core functionality of mobile phones and the mass reach of SMS. Its great to see it getting such good results already.
I often get lots of inquiries from agencies, brands and people working in advertising in general about using Bluetooth for marketing.
There always seems to be a general lack of understanding about the capabilities of Bluetooth as well not knowing how to use it effectively.
In the right place at the right time it can be one of the cheapest most effective ways to advertise rich content to consumers.
Ive put together a list of things to help you get started including suppliers, case studies and some general myths.
1) Bluetooth advertising is spam.
When people say this its just annoys me. Bluetooth campaigns which aren’t targeted properly and just ping messages out aren’t spam, there just awful campaigns run by stupid people who don’t have a clue.
Lets take the campaign by the bank HSBC did last year where they sent videos to everyone on Regent Street about their crappy cash ISA.
Now, what are people on Regents Street to do? Shop. And a big percentage of those who are there are tourists who cant open a cash ISA here. Where is the targeting here? Its such a pointless campaign whoever signed it off at HSBC should be sacked.
It was covered in the Daily Mail here, which quotes a HSBC spokesperson saying:
Feedback from customers and passers-by has been ‘positive’
Lies!
Now compare that to what Nike have done in China with their Bluetooth campaigns. There is simply no contest. Where HSBC failed was a complete lack of creativity with the channel.
You need to think about the audience. In a concert for example you would find a very high percentage of people wanting content for the artist on stage. A perfect time to Bluetooth a sample track from an album, music video or discount coupon to buy tracks. How many people in the audience do you think will be complaining about spam? The same applies for clubs (mix from the dj etc), museums (video/audio walkthroughs, information on the show), sports events.. the list goes on.
Age of the audience has a big factor to play so keep that in mind. The fans at a Girls Aloud concert might be of a different demographic to ones at a Tony Bennett gig.
The bottom line is, make the content so wanted and right for the occasion that it wont even be seen as spam. Relevance & Context! Oh and have some posters/signs/flyers to let people know whats going on so they actively turn on their Bluetooth. No point of spending the money on the content and transmitters if you dont let anyone know their is cool stuff up for grabs.
You can also configure Bluetooth transmitters to only ever try and send content to someone once. If they reject, they are never bothered again. You cant say the same for those people that try and get you to sign up for charities on the high street can you?
And please lets remember YOU CAN REJECT THE FILE. You are given the choice. Users must take some responsibility. Its like when I hear stories that people accepted a transmission on the bus and it turned out to be animal porn, i mean come on what did you expect to get? I don’t open emails saying ’sexy time for you sir’ from Unknown in the subject line with dodgy attachments, but if I open them, who really is to blame?
2) Bluetooth CANNOT send SMS (text messages) or start a phone call.
This is probably the most frequent request from agencies/brands and it isnt helped by a number of agencies claiming their bus shelter or posters campaigns are sending out ‘SMS’ or ‘text messages’ via Bluetooth.
And the reason why Bluetooth cant do this?
It has no idea what your mobile phone number is. No personal information about you. Nada.
This information is not revealed when Bluetooth pings you. I mean think about it, imagine if it was THAT easy to get your mobile number? how ridiculous would that be?
What Bluetooth can do is send notepad files (.txt). Practically every phone with Bluetooth capability can open these which means you can get a big chunk of text to the receiver to advertise or stick URL’s in.
So isnt that just the same as a text message? Nope.
The problem is that when agencies, blogs, press etc use the terminology SMS or text message it insinuates that the message didnt need to be accepted, it just landed in someones inbox. Which lets face it, would be alot cooler and therefore sounds better in the press release or award entry for a campaign.
You can actually send any type of file via Bluetooth and the phone will gladly receive it, literally anything. The problem is will the phone be able to open the it? The key is knowing your audience and knowing the basics.
Which moves us on to…..
3: What you can send via Bluetooth
Bluetooth is just a way to transfer files so its capable of sending and receiving any file type. It all depends on the whether the reciving phone is compatible with the file that you are send. For example on MSN you can send me a Photoshop file, even though I don’t have Photoshop and I cant open the file but I can still accept the transfer and receive it. The same applies for Bluetooth sends.
If you want to send media and want the best possible reach and compatibility of your content you have the options of:
Video (3gp and Mp4)
Images (Jpeg and Gif)
Audio (Mp3 and ringtones)
vCard (Business Card files)
.Txt files (Notepad)
These files are more or less safe for every phone in the market with Bluetooth.
Now remember if you send out a image, not every phone will open it full screen. A large majority of phones will open it thumbnail size so if there is lots of copy it will be unreadable. Also animated wallpapers look terrible if the screen size isnt correct as GIFs stretch badly.
You can also send the following types of files which are handset specific:
Java applications and games
Web bookmarks
Calender events
Symbian files and the list goes on
The main issue with files like these is that every manufacturer has its own version. Nokia bookmarks don’t work on Motorola’s, Sony Ericsson calendar events don’t work Sagem etc. Java applications and games are alot more troublesome as one java game will not work across multiple handsets from the same manufacturer. They are often made to cover a range of screen sizes and capabilities causing even more problems.
Bluetooth marketing companies like Qwikker have the technology to recognise the users handset make and model enabling you to send the right file. Unfortunately this doesn’t work for every single handset or manufacturer. Samsungs are poorly supported as well as brands that make up the budget market other than Sony Ericsson and Nokia, like Sagem etc.
You can be creative and solve this buy configuring your Bluetooth transmitter to send people that arent Java/bookmark/etc capable a video file or image instead. But beware of making consumers interacting with your brand feeling left out.
Think about your content - Want it to be viral? Make it small enough to fit in an MMS, that includes video and audio. That way you open up to another method of spreading your content other than Bluetooth.
4: Companies
I can recommend two companies that have the experience and friendliness to help you with your Bluetooth marketing.
First is Bluecasting and the second is Qwikker. Both have worked on large scale projects including concerts, festivals and outdoor billboard campaigns.
Also the MMA have made some guidelines which might interest you. Heres the link
September 17th, 2008 / No Comments » / by TechGutter
Orange have announced a mobile phone charged powered by dance energy as a result of research made into sustainable fuels and alternate energy sources.
Working in partnership with GotWind, who are renewable energy specialists, Orange tested a working prototype at Glastonbury Festival.
Orange keep innovating and aren’t afraid to try new things. Last year they launched a wind powered charger at the festival and before that it was the ‘Text-Me Tent’, which had a flag pop up when you text it so your friends could find you.
Residents in Abu Dhabi, UAE will soon be able to pay for their taxi fare via SMS after plans for a new e-payment system were unveiled by Q-Link Transport, one of the largest taxi companies in city.
Passengers will be able to pay a taxi fare by purchasing a “Q-Cash card” from a number of outlets (petrol stations, supermarkets, taxi drivers).
After a taxi ride, customers follow the instructions on the card to pay the fare via SMS. You key in the taxi number and fare and send the SMS to the number on the card. A confirmation message is then sent to the customers mobile (along with their balance) and to an electronic device in the taxi, which will then print a receipt.
The free service hopes to avoid complaints that taxi drivers do not return loose change. Eventually there are plans to roll this out across all taxis in the Emirates.
Paying by SMS is great but whats the point of having to buy a card then paying? Just seems like complicated experience. Surely they could have taken this step out and charged the customers mobile bill with the taxi fare?
Also female customers in Abu Dhabi beware, according to this article, taxi drivers may ask you to help them find their ‘misplaced’ mobile phone by calling it so they can get your mobile number and stalk you.
With an estimated 20,000 overseas visitors arriving in Hong Kong for the tournament, something was needed to help people navigate through the city and cope with the language barrier.
A mobile application called “Passport to greatness” was created so fans can discover match schedules, team selections, stadium information and a city guide to Hong Kong, as well as reviews of matches and maps, with locations of Guinness-serving establishments highlighted.
The applications main feature is its speakingCantonese phrasebook which plays out the phones loudspeaker. There are many different categories of phrases such as Dining, Shopping, Emergencies and Transportation (although on lower end handsets your only left with the Fun/Flirt category which is useless). Other sections of the application are also audio enabled such as the addresses of recommended places to eat, drink and shop.
The application was made by XS2TheWorld who create mobile versions of city guides and phrasebooks. They have Java apps which can be re branded to suit specific events or companies.
This isn’t hugely innovative as its just a simple re-branding of an existing Java application by XS2TheWorld, however it is really useful for traveling rugby fans.
You can download the application for yourself from the official site here
Check out the screen shots below from an N95:
Here is a video of Passport to Greatness in action:
Nike have been promoting the release of the new T90 football boot in Hong Kong with another seriously innovative mobile marketing campaign.
2d barcodes with the Total 90 logo were placed throughout Hong Kong including Nike stores and subway stations. Once found, consumers point their mobile camera at the code to download a 3d mobile application. Once this application is installed, a 3d image of the Nike T90 boot will be displayed on their phone screen whenever it is pointed at the mobile barcode. Allowing you to see different angles of the football boot depending on where your standing in relation to the code (this is also called augmented reality). You can view an example here.
A special code unique to that location is also displayed. The consumer then texts this code into Nike to find out the next secret location. Every code found and sent in counts towards a sweepstakes entry for Nike merchandise.
A well thought out idea with a good incentive to take part, thats exactly how you engage people with your brand not just sticking a text call to action at the end of something but make mobile the heart of your creative idea.
The high level of interaction works because of the advance level of mobile usage in Hong Kong. Mobile bar codes are everywhere and its common behavior to snap them to receive information back (40% of users in Japan said they have used their phones barcode reader). Most phones ship with barcode software meaning everyone can get involved. Over in the UK only a handful of phones come with barcode software installed which is one of the reasons why they are rarely used here.
Honda, with the help of mobile marketing agency Puca, have launched an interactive billboard to promote the release of the new Civic R series. The campaign featured a large billboard poster on Wexford Street, a popular nightspot in Dublin with hopes of attracting a young male audience.
Heres the blurb:
The campaign incorporated a large billboard poster on Wexford street with the tagline “Wake the Beast” asking passers-by to Text START to 51500. This call to action signaled the lights on the car to light up and smoke to billow from the exhaust on the poster. Participants could in effect interact with the poster and engage with the Honda brand creating a memorable and unique experience.
In response to the text message the user also received a link to a Honda mobile brochure. Developed and hosted by Púca the www.hondaireland.mobi mobile site enabled the passer-by to find out more about the car, request a brochure and even contact their nearest dealer to take the Beast for a test drive. The third element of the campaign incorporated Bluetooth technology. Bluetooth enabled handsets within close proximity to the poster were asked if they would like to receive information from Honda. All those interested received a ringtone of the engine roar and instruction on how to access the mobile site.
At first I thought the billboard was digital but from the looks of things its actual smoke that comes out of it when you send a text to the shortcode. Thats pretty impressive.
On the Puca site they say this campaign is hugely innovative but its actually just taking the campaign which Audi did with Sponge and BBH a year or two ago and spicing it up abit. The Audi R8 poster featured a picture of the car with a call to action saying ‘Now listen to it. Text R8 to 86100‘. The user then recieves a engine noise ringtone of an R8 racing at Silverstone (it still works by the way, give it a try).
Back in 2003, Sony Ericsson launched one of the most interesting accessories EVER for a mobile phone.
It was called the Sony Ericsson CAR-100 Bluetooth remote control car. About the same size as a matchbox car, it was powered by sticking it into the bottom of your Sony Ericsson phone to charge. It could be controlled from 10 meters away with the phones keypad or joystick and had a pretty meaty three gears.
The CAR-100 was compatible with a number of older model Sony Ericsson phones. The on screen controls were basic, however If you had a business phone such as the p900 the on screen interface was enhanced, showing a steering wheel and gearbox.
It retailed at £60, obviously far too expensive for it to ever take off and it was discontinued a couple of years later. Every now and then you can find one on Ebay going for around £20.
There were rumours going around that a new version called CAR-200 would be out but nothings been announced yet. If it was launched at a decent price it could be a hit.
Nokia Interactive have come up with a brilliant application of picture recognition technology to support Vodafone’s sponsorship of the Champions League 2008.
Posters were put up around Champions League games prompting the viewer to take a penalty kick. This was done by aiming with their mobile phone where they wanted to shoot, then taking a picture and sending it to 88247.
The picture recognition technology works out what part of the goal you have taken a picture of. You then receive a Wap link back which takes you to an image of your shot going in or being saved on the part of the goal you snapped. If you score you get entered into a prize draw for Champions League final tickets.
Im not sure if the poster was up at the Champions League final but it would have definitely captured the event (Chelsea lost to Manchester Utd on penalties).
This campaign won “Most innovative use of technology in mobile marketing” at the Mobile Marketing Awards 2008.
Heres the official blurb:
Knowing that the mobile is the one thing that everyone takes with them to football matches to banter with friends and to check on the results of other games, Nokia came up with a programme (shoot and score) that made offline media interactive, using camera phones.
Consumers were asked to take a penalty ‘shot’ on goal using their mobile. The technology, powered by Mobile Acuity, then matched the incoming MMS with the image received, and the correct WAP page was served showing exactly where the consumer’s shot was aimed. The associated mobile internet site then drove consumers to more information on the VIP prize on offer and Vodafone’s sponsorship of the Champions League.
The ‘shoot and score’ campaign pioneered a new mechanic that paves the way for more engaging mobile experiences. Talking about its significance, David Erixon at Vodafone said “Brands involved in sponsorship should not be satisfied with plastering their logo on as many hoardings as possible, and hoping consumers will take note, Vodafone wants to stand out and get people involved.”
Picture recognition technology by Mobile Acuity. Check out their video below:
When will Vodafone learn? fresh from the pointless application last year which charged Vodafone customers a monthly fee for using Myspace (whilst other networks allowed you to access the Myspace wap site for free) they have now released ‘Connect to Friends‘.
