Lets do some updates to many of our favorite stories about mobile services and their successes.
Ok, I am now sitting comfortably at the KLIA airport and the Cathay Pacific business lounge, with ample time ahead of my return flight to Hong Kong. And I have been telling you and my followers on Twitter, that I have many good stories to tell you about the mobile services space. But also, in all honesty, this Autumn 2010 has been the busiest I have ever had in my career in consulting. At the same time, this being the incredibly lively and unpredicatble 'bloodbath year' of smartphones - probably the most news-worthy telecoms competitive situation that the industry has ever seen in a one year timeframe - that has produced so many smartphones stories, that new readers may be forgiven for thinking that the Communities Dominate blog is a smartphone analysis blog haha... So yes, those great mobile services stories have just been collecting. But now I have a good moment to get a few of them done. So today, lets do updates to existing stories (these are faster to do, as regular readers will know the story and for new readers, I can point to older blog stories where I have discussed the idea before)
Mosquito Noises? Remember the ultra-cool youth ringtone gimmick? My audiences have been seeing me ending my presentations with the 'make services magical' bit, and Mosquito Noises have been featured very widely in that part. Now we have the numbers. Get this, non-digital and non-mobile brand, Fanta (the soft drink) reached 600,000 downloads in the UK ie Fanta engaged with about 600,000 kids. Not bad for truly innovative interactive marketing via mobile? Stats from the MMA in June 2010.
Puma Shanghai Formula One multiplayer racing adver-game? A staple in my social networking, adver-gaming, retail, and engagement marketing topics. A fantastic non-iPhone non-smartphone app (ie Java) and brilliant concept in viral marketing driving footfall to stores with coupons and offers delivered via MMS. Did it work? We have the numbers. Generated 200,000 users! Imagine that! A free multiplayer online racing game (four players per car race) that ran in China and got 200,000 gamers. Bear in mind, that Puma only has 350 stores in China. But did Puma get anything out of it. Sure it did - increased Puma merchandise sales by.... 300% (source MMA). Can you see why I loved the concept and still tell of it today?
Haiti SMS based aid contributions? We've mentioned the Haiti campaign many times. Now we have the final numbers Mobile Giving told us in June that the final tally was 41 million US dollars.
Kenya mobile banking. A recurring story here on the blog, and the latest numbers we heard at the Forum Oxford conference on October 15, is that 20% of the Kenyan GDP transits a mobile phone today. It was only 10% as late as May and m-banking is only 4 years old. It passed 50% of all banking users just this spring. Meanwhile M-Pesa the biggest mobile banking service in Kenya has projected that 25% of the Kenyan GDP will transit a mobile phone before the end of 2010.
Another variation of Lay's Potato Chips - user-generated flavors contest by SMS - the same idea was run in South Africa with very similar engagement levels adjusted for population as in India. In South Africa the campaign was called Lekkerflavor and achieved 187,000 submitted flavor suggestions.
Ok, lets publish these for now. I will work on the longer stories of cool new services next.