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« Crunching numbers for iPhone: benchmarks, regional and quarterly, to reach 10 Million | Main | so now iPhone, then what? Your mobile media strategy »

June 25, 2007

Comments

Tapio Korjus

Interesting stuff.
Please send me a copy of the white paper.

Thanks in advance,
Tapio

Jos. Birken

Would very much appreciate a copy of the paper,

Thanks&regards,
Jos.

Brian Dunlop

Please send me a copy as well. Thanks
BD

Benedikt Hanswille

Hi,

can you please send me the report, too.

Thanks,

Benny

Wednesday Keller

I'll take a copy as well, please and thank you.

Simon

I am yet to read the paper, but whilst I applaud and am in awe of Admob's achievements, my initial thoughts are more cautionary. Admob look to be on a run rate of, say, 10bn ads/year, which if we assume an average fee of $0.20 will generate $2bn per year in revenue. This is an incredible achievement for Admobs (oh I wish I was there!) but objectively this is an infinitesimally small step for the media industry as a whole. ie 0.3% of global ad spend. Even if we assume Admob has 20% share of global mobile ad revenue (a wild guess on my part) this would mean the 7th mass media is representing 1.5% of media spend.More significantly in response to some questions I raised on the Oxford Forum it's clear this spend from a brand perspective is very fragmented. So looking at this phenomena from a brands perspective (and I'm afraid we have to do this) the amount of budget allocated to this media is tiny. Of course it is early days, but there are some serious structural issues which in our euphoria over this remarkable phenomena, we are in danger of overlooking.
I have posted a couple of pieces on this recently on http://www.brandsdigitalmediaandme.blogspot.com. In essence the most fundamental issue is the mass distribution characteristic of broadcast and print (who command the lion's share of media spend). Whether it be the morning edition of the Sun, or the ITV 10 o'clock news, both reliably deliver an audience measured in millions which can be packaged and sold by media sales houses to brands eagerly looking for simple risk free outlets for their vast marketing budgets.
Until either mobile can offer advertising real estate on a scale to match TV and print (and scale is not measured solely in number of devices), or the model for buying, selling and measuring advertising changes radically, mobile is not ready for prime-time.
Of course I may change my view once I've read your paper!

David

Please do send me a copy of your whitepaper.

Regards.

David

Vaish

Interesting.

Plz do send me a copy of whitepaper

Thnx & Rgds,
Vaish

Neil McClure

i would welcome a copy of your paper on Mobile as 7th Mass media

Jeroen Stumpel

Very interesting!

Could you please send me a copy of this whitepaper?

Regards,
Jeroen Stumpel

Andy Zain

Hi Alan,

A very interesting insight. Can I have a copy of the paper please?

Thanks, Andy

Alan moore

Dear all,

For those of you that have not received the whitepaper - that is because I have not received your contact details.

please email them to me

alanm (AT) smlxtralarge (DOT) com

Alan

Inken Petersen

sounds really interesting.
Please send me a copy :-)
Thnx
Inken

Inken Petersen

sounds really interesting.
Please send me a copy :-)
Thnx
Inken

Matt Pollitt

Hi, i'd be really interested in having a read of your white paper.

many thanks in advance

Matt

pieter vandekerckhove

I would love a copy. Keep up the great posts, I realy enjoy them! Thanks very much.

pieter

Jeremy

Please send a copy, great work!

marc

Please send me a copy. Thanks.

Praveen Rajan

Alan, great piece - very well articulated!

I'm very keen to read the SMLXL whitepaper.

Kong Yoke Mun

Hi Alan, please send me a copy of the whitepaper on Mobile as the 7th of the Mass Media. Thank you.

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    Tomi Ahonen is a bestselling author whose twelve books on mobile have already been referenced in over 100 books by his peers. Rated the most influential expert in mobile by Forbes in December 2011, Tomi speaks regularly at conferences doing about 20 public speakerships annually. With over 250 public speaking engagements, Tomi been seen by a cumulative audience of over 100,000 people on all six inhabited continents. The former Nokia executive has run a consulting practise on digital convergence, interactive media, engagement marketing, high tech and next generation mobile. Tomi is currently based out of Hong Kong but supports Fortune 500 sized companies across the globe. His reference client list includes Axiata, Bank of America, BBC, BNP Paribas, China Mobile, Emap, Ericsson, Google, Hewlett-Packard, HSBC, IBM, Intel, LG, MTS, Nokia, NTT DoCoMo, Ogilvy, Orange, RIM, Sanomamedia, Telenor, TeliaSonera, Three, Tigo, Vodafone, etc. To see his full bio and his books, visit www.tomiahonen.com Tomi Ahonen lectures at Oxford University's short courses on next generation mobile and digital convergence. Follow him on Twitter as @tomiahonen. Tomi also has a Facebook and Linked In page under his own name. He is available for consulting, speaking engagements and as expert witness, please write to tomi (at) tomiahonen (dot) com

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