Molecularist

So, make a really cool UI to some useful info that folks want and use it also as a marketing tool.

Nothing wrong with that, except that, a Symbian app is very expensive to make – in the 10s of thousands of euros, assuming you find a developer who understands what you are doing; and a Symbian app only runs on a small section of the market.

Why not spend that money on a simple SMS or browser based campaign or info service? You can then reach the almost all phone users. And spare me the smartphone user studies. Their higher use will never be greater than the combined use of all the other phones.

Hello! SMS, browser, and voice still have a way to go.

Link: MobHappy: Marketing Through Mini Applications.

I saw an article last week talking about how British Airways was offering a London guide application for mobile phones as part of its latest campaign to get people to visit London. I downloaded the application to check it out, and the content, as you might expect, isn’t great. But I really like this concept.

The Primate gets it – think how the person uses it in a mobile environment, integrate it into the Mobile Lifestyle.

Link (via m-trends.org): The Pondering Primate: Mobile Search Is Really Mobile Info.

For starters, everytime we hear the phrase "mobile search" let’s replace it with "mobile info".

…

For 6 months I carried a notepad and I wrote down every info request I
would like answered using my mobile. I asked people on the street "what
info would you want from your mobile phone?". The answers are
invaluable to the right people.

Hmmm, a Global Microbrand, maybe?

Link: brandchannel.com | Niche Brands in Consumer Goods Market | branding and marketing portal | brand | brands | branding.

It is important to find a niche, says Dolak, and he argues that the days of mass marketing are over. "It is healthy to see any market as a collection of niches," he says. "I feel that mass market appeal to hundreds of millions of consumers is over. Consumers want products they feel are customized to just the way they want it. Focusing on a niche, at least at first, is the preferred way to go. You can find an under-served segment and specifically address its unmet needs."