How Apollo Mobile's REACTOR Technology is Helping Media Market Research

MBI Touchpoints as Presented at the 4As Conference

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Mobile Media Futurology

Media Futurology By Apollo Mobile

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How Publishers can tap new revenue streams using mobile technology & social tools

How Publishers Can Make Money Using Social Media & Mobile Phones

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Growth in mobile social networks

The trend for using mobile social networking is set to explode during the next 12 years, transforming the global USD3 trillion technology, media and telecommunications industry, predicts iSuppli.

By 2020, there will be almost seven billion wireless accounts worldwide and wireless communication will be the primary content delivery channel for internet users. Because of this easier internet access, social networking applications will become "must-haves" for consumers, says analyst Derek Lidow.

Mobile internet devices such as the iPhone will become particularly popular over the next few years, spawning new networking business models.

In an earlier report, iSuppli said that the wireless social networking value chain - including products, services, applications, components and advertising - will generate more than USD2.5 trillion in revenue by 2020.

Broadband on mobile phones… The impact

An article by Andy McNab, bestselling author and shareholder of Spoken Entertainment Ltd

Jane is your average 2009 commuter. She walks to the station because petrol is now £2 a litre. The trains are delayed due to excessive leaves, wind or snow. But Jane is not concerned; a poster at the station tells her that the latest Martina Cole bestseller has just been launched. She types the link shown on the poster into her phone, accepts the purchase to her mobile phone account and before the train is at the station the audiobook is downloaded.

Broadband on mobile phones is alive and growing in the UK. All the UK networks are offering a technology called HSDPA (High Speed Download Packet Access). This basically means that surfing the web on your mobile using HSDPA is similar to the broadband speeds you are used to on your PC. Data plans are now available on all phone networks. For as little as £7 a month you can have unlimited access to the internet. The new breed of mobile phones has memory capacity of up to 8 GB. Our testing using HSDPA mobile phones demonstrated that a first-time customer could download and pay for a three hour audiobook in around six minutes. Vodafone at airports have already upgraded their system to 7.2 MB per second which will allow the audiobook to download in a third of the time.

Should you be excited? We think so

Research has shown that the mobile phone is now an essential piece of personal equipment. The majority of mobile users are happy using text and a growing percentage have used their mobile to access the mobile internet. As an interested party I regularly find myself counting the amount of people in the carriage with headsets on. This morning all four of the people I shared a carriage with were wearing headsets connected to a mobile phone or MP3 player. Mobile phones also have the added benefit of being able to purchase products simply and have them charged directly to your phone account.

This technology is a major step forward for the audiobook industry. We believe it also offers a marketing opportunity for new book advertising. An experiment we did with my latest book ‘Crossfire’ proved that people will follow a link on their mobile phone and purchase content direct from a poster or advert at the back of the book. A customer satisfaction survey revealed a very high level of satisfaction from customers who purchased in this way. Although this is yet to happen in great numbers, it shows that consumers will utilise their mobile phone to buy and enjoy content and this represents a further opportunity to sell and promote new titles as well as back lists.

We have been excited by this coming technology for a couple of years and have been developing a mobile website GoSpoken. Our product allows the customer to download chapters or an entire audiobook and to pay without the need to set up an account. GoSpoken will give publishers the ability to offer a mobile text code (MCNAB to 60300) and/or URL (andymcnab.gospoken.com) on all advertising. Customers will receive a text with a link to the author on the GoSpoken site where they can download the first chapter in audio or text and then go on to purchase the audiobook in its entirety. For more information on mobile downloads contact my colleague Rebecca Snook on 020 7749 5114 or rebecca.snook@spokengroup.com

(taken from http://www.theapa.net/index.php)