The advertising giant Ogilvy has made it a tradition to bring their top telecoms clients to an exclusive seminar coinciding with the biggest telecoms event, 3GSM World Congress, that moved from Cannes to Barcelona this year. Alan and I had the honour of joining the Ogilvy event as guest speakers.
Alan started us off, by discussing convergence, where broadband, telecoms and media come together as the "Y of Convergence". Alan included vivid examples including our current favourite, CyWorld. He then gave his analysis of the mobile phone becoming the seventh mass media.
I next offered views on mobile and TV, what works and what doesn't. I used the tool of the Six M's (adapted from the Five M's in my first books) to build value to mobile services - and also as a tool to evaluate mobile service concepts. I then showed the power of social networking, through the example of Alpha Users and briefly touched upon Omega Customers, Next Best Offer and Churn Management. I also gave views on MVNOs, churn, and showed a frightening case study of 3G market share performance from Japan.
Alan ended the presentation by first discussing digital community power, illustrating it with the "Flower Diagramme" ie the Four C's and the case of OhmyNews. He then ended on some of his more creative work around how to launch mobile products and services.
We had a very wonderful time with Ogilvy and its guests. Thank you for inviting us.
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