Communities Dominate Brands

remix America!

I just read Ellen McGirt's poignant feature story on The Brand Called Obama in Fast Company, and my marketing head is spinning. "The fact that Obama has taken what we thought we knew about politics and turned it into a different game for a different generation is no longer news," she writes, "but what has hardly been examined is the degree to which his success indicates a seismic shift on the business horizon as well." Indeed, Obama has introduced a new brand of politics, and he has caused a paradigm shift that goes beyond politics and marketing and may alter the very fabric of the American society: democratization with the means of the democratized web.

From A new (Obama) brand of politics: yes, we can...remix America!

Great stuff. Henry Jenkins on Obama and the "We" Generation

It is thus no coincidence that Norman Lear just announced his initiative Remix America , co-sponsored by the USC Norman Lear Center, Creative Commons, Electronic Frontier Foundation, Kaltura.org, and the American University Center for Social Media. In the spirit of Clay Shirky's Here Comes Everybody , Remix America is a "multi-partisan" forum that invites Internet users to take clips from the site's "American Playlist" and add other clips and audio to produce their own remix/mash-up vision of America -- as a new platform for patriotic dissent and political commentary.

In fact, Here Comes Everybody is an affirmation that Tomi and I were so prescient in our thinking with Communities Dominate brands - not that for a single second I want to take away from the excellent book that Clay has indeed written. Which in its down to earth approach should convince anyone that their world now looks - well different.

Still endorsements coming for the book, Paul Dervan in Ireland liked it, and Chpt 9 in particular

We keep hearing nice things about the book and there are ever more mentions of it.

An Irish marketing and branding expert in the digital space, Paul Dervan, just wrote a review of the book at his blog Paul Dervan: Random thoughts on marketing, said he liked it very much, and was particularly fond of Chapter 9, which discussed Generation C (Community Generation). Like Paul said it:

Generation C - the community generation, who unlike other communities, actually carry their community around with them all the time, through their mobile phones. They are always connected and they want to be reachable all the time.

Thank you for the very kind words Paul. When our paths cross at some point, as no doubt they will, please bring the book along and we'll be most happy to autograph it for you.

We had some technical problems over the weekend, should be resolved now

Dear readers

We had some problems with the primary web address for the Communities Dominate blog. They should be resolved by now. Please keep reading...   

29% of South Koreans already watch digital TV broadcasts on mobile phones

The growth of "true broadcast" TV on mobile phones - not the jittery "3G TV" we have in most industrialized countries, but the digital TV broadcast that are crystal clear with excellent sound such as in Japan, Italy, Finland, Germany, and which were first launched in South Korea about 3 years ago - have now reached 29% of all mobile phone subscribers in Korea. 11 million people squint at the tiny screens and they watch on average about 2 hours per day watching those small screens. Mind you, South Korea is not a poor country in terms of its digital TV broadcasts - Korea was one of the world's first countries to launch IPTV for example and is the leader also in that adoption rate. But yes, for those who have any doubts at all, that "normal people" might not want to watch TV on a 3 inch screen - South Korea proves that assumption to be wrong. Yes, almost a third of all South Korean mobile phone owners already do so...  (But also, having a chapter about Mobile TV in my latest book Digital Korea, I have to point out that they aren't making profits yet even with these user numbers).

Also - for our regular readers, we've been having some technical problems over the weekend, we hope they are resolved now.

The Experts vs. the Amateurs

An interesting debate this one.

A tug of war over the future of media may be brewing between so-called user-generated content -- including amateurs who produce blogs, video and audio for public consumption -- and professional journalists, movie makers and record labels, along with the deep-pocketed companies that back them. The likely outcome: a hybrid approach built around entirely new business models, say experts at Wharton.

According to a recent Newsweek article titled, " Revenge of the Experts, and books such as Andrew Keen's The Cult of the Amateur: How Today's Internet Is Killing Our Culture the pendulum between user-generated content and the professional variety has swung too far in favor of amateurs. In response, professional fare is gaining renewed favor.

Hmmm

Experts at Wharton disagree on where the Internet content pendulum sits and whether it's worth fretting over the short-term swings between professional and amateur content.

A new media ecology - a new type of society - a new type of commerce?

And that is right - Rights issues over content, the legal system, distribution and control of information has been disintermediated and bent out of shape by digital. But that provides us with an opportunity to put our society under the micoscope and examine it and say - we do have an opportunity here to make a better society.

Who are the experts exactly?
Prior to Gutenberg who were the experts? Prior to radio who were the experts? Prior to Cinema who were the experts? Prior to TV who were the experts?

Professor Henry Jenkins of the Comparative Media Studies Program at MIT articulates a world in which young people have a very different relationship with media consumption. This is the migration from consumption as an individual practice to consumption as a networked practice – When people consume and produce media together, when they pool their insights and information, mobilise to promote common interests, and function as grassroots intermediaries – rather than talking about personal media, perhaps we should be talking about communal media or social commerce that becomes part of our lives as members of communities – If we accept Jenkins world view, this has profound implications on how we reach out and attract our customers, talk to our suppliers and how we create value. It was Jonathan Schwartz that said

our 1000 bloggers at Sun have done more for this company than a $1bn ad campaign could have ever done.

This is participatory culture at the coalface. Or we could reference wikipedia - SIPHS in academia World of Warcraft Pop Idol - the Matrix Citizen Journalism or social commerce platforms like Zopa ebay or Spreadshirt.

This is the world of the Pro-AM

After the rise of the professional in the 20th century we are now seeing this historic shift reversing in the Pro-Am revolution. Enthusiastic amateurs, pursuing activities to professional standards will have an increasingly important role in our society and economy. From astronomy to activism, from surfing to saving lives, Pro-Ams - people pursuing amateur activities to professional standards - are an increasingly important part of our society and economy.

For Pro-Ams, leisure is not passive consumerism but active and participatory, it involves the deployment of publicly accredited knowledge and skills, often built up over a long career, which has involved sacrifices and frustrations. The 20th century witnessed the rise of professionals in medicine, science, education, and politics. In one field after another, amateurs and their ramshackle organisations were driven out by people who knew what they were doing and had certificates to prove it.

The Pro-Am Revolution argues this historic shift is reversing. We're witnessing the flowering of Pro-Am, bottom-up self-organisation and the crude, all or nothing, categories of professional or amateur will need to be rethought.

Identity - society and the media
But neither of these article asks why is all this happening at all? In The end of the "Belle Epoque" I explained in detail why our mass media world is being reformatted to a different model.

An oft overlooked fact when people bang on about social networking, mass collaboration is the core and central driver as to why its happening at all. We know that we are a WE SPECIES - But In a post-modern world where our identities are not constructed and defined by, tradition, geography, and economics. We can have many selves, as we undertake a quest for self identity.

This is described as Psychological Self-Determination the ability to exert control over the most important aspects of ones life, especially personal identity, which has become the source of meaning and purpose in a life no longer dictated by geography or tradition. As a consequence of this people seek out those things that mean the most to them. In a digitally connected world we go where ever we want to to find those things that enable us to construct our identities. This is the central underpinning and driving force of social networking,
mass collaboration, participatory media, culture etc.

The words Trust and Transparency come into play and modern consumers feel gouged by the adversarial strategies of advertisers, the media and their respective governments. Blogging took off in the US after 911 as people went in search of the truth. People look for unmediated news and information and want to compare those stories. Who does commerce serve? Who has the wealth and is it evenly distributed? Do we have the most appropriate systems in place to make a better society.

Many have contributed to this body of knowledge - including us and you can find a list of reading as part of our research over at the SMLXL Library And may I add that there are many "professionals" who contribute nothing but to their own personal agendas. Traditional Media is often used to bend, distort and offer the wrong information - served as news. If we think we can do better we will because now we can.

What is going on is a broader and wider debate about what sort of society we all want, played out on the rich tapestry that is now what we call the online world, the blogosphere created by US

Social Marketing Intelligence and society

Sorry to our readers that I have been somewhat absent - Tomi thought I had fallen off a cliff - the fact is I have been working on a number of rather time consuming projects.

Anyway a lot to get through.

We have been writing recently about Social Marketing Intelligence being the black gold of the 21st Century - Today we leave digital footprints - and therefore we recount the audience to a degree of accuracy never before thought possible this is called Social Marketing Intelligence. Social Marketing Intelligence is the ability to take large, raw and multiple data flows - refine those data flows to enable organisations to recognise the patterns of social interactions, social network structure, and each individual’s role therein – such granularity is critical for delivering the appropriate communication to the appropriate audience at the right time.

We go from cost per thousands to Cost Per Relevant Audience

But it has all sorts of other possibilities take this story for example. About how data from the use of cell phones and other mobile devices yield patterns of movement that can help public agencies and businesses.

In the aftermath of the September 11 attacks, U.S. officials scrambled to secure other national landmarks that might become future targets. Chief among them: California's Golden Gate Bridge. Might terrorists try to destroy the passageway between San Francisco and Marin County, and if so, how widespread would the fallout be?

To answer those questions, the Homeland Security Dept. turned to a small company called Inrix, which was recently spun out of Microsoft (MSFT) and uses GPS-enabled mobile phones and tracking devices installed on commercial vehicles to monitor traffic conditions. Inrix used its models to predict that the loss of the 1.7-mile bridge would result in immediate transport chaos. But less predictably, Inrix found that the region would bounce back quickly. On Days Two through Four, the system tends to adjust because people know what is happening and adjust their plans.

So -

Inrix was able to reach those conclusions using what's known as "reality mining," or the study of human interaction based on usage of mobile phones and other portable computing devices. Researchers say they can get a more accurate picture of what people do, where they go, and with whom they communicate from a device they carry than from more subjective sources, including what people say about themselves.

And a big hairy audacious goal

Researchers can use this trove not only to gird for such doomsday scenarios as a terror attack but also for practical business purposes, like helping companies foster interoffice cooperation, event planners manage multimillion-dollar conventions and conferences, and cell-phone companies provide better customer service.

Reality mining can also help city planners unravel traffic snarls and public health officials track and prevent the spread of illnesses, such as severe acute respiratory syndrome, or SARS. "There is so much societal good that can come from this," says Sandy Pentland, a Massachusetts Institute of Technology professor and reality mining pioneer. "Suddenly we have the ability to know what is happening with the mass of humanity and adapt society to accommodate the trends we can detect, and make society work better."

And finally what has been sitting under mobile operators al this time -

Nathan Eagle is a research scientist at the MIT Design Laboratory who works with Pentland. Eagle is currently working with a database that holds an entire month's worth calling data for a whole European country, though he won't say which one. Scrubbed of all information that might be used to identify people, the data set contains information on 250 million phones and some 12 billion phone calls.

Wireless companies could use the information to help keep customers from switching to a rival—a strategic must in a region where most of the population already has a cell phone and "new" customers are scarce. Eagle mines the data for a range of information, such as identifying so-called influencers, who use their phone the most. Not only are these subscribers valuable because they use their phone a lot, but they're also more likely to influence other people's service and product purchases—and to take customers with them when they switch.

We know this to be true and Xtract have some compelling case histories to demonstrate this new reality of the new oil business - Social Intelligence. Mobile is the 7th Mass Media

Truth police catch up with Hillary Clinton's Bosnia sniper story

I think this is symptomatic of how increasingly important it becomes in all walks of life to have total transparency and truth. Most who follow the news know that Hillary Clinton had just been caught over the past days, as telling untruths (lies) about her trip to Bosnia in 1996. She had said several times she remembers dodging sniper fire and was unable to attend the planned ceremony on the tarmac because it was so dangerous. Now pictures and video tape have surfaced from that incident, showing that Hillary and her daughter Chelsey walked calmly from the airplane, smiling, to a reception group, where she was handed a poem by some small girl, etc.

Ok, first, no comment on the elections (it is fun following this year's campaign, but thats mostly not really relevant to our blog). But on the role of technology and media. In 1996 we didn't have cameraphones (they came in 2003-2004) but certainly we had 24 hour news channels like CNN, so for any celebrity, such as the wife of hte US President, of course she is going to be videotaped and her activities documented.

Imagine this now in the time of cameraphones. Anywhere a celebrity goes, there will be average citizens snapping pictures and taking grainy video of whatever they do. Like the US comedian David Spade says about the privacy for celebrities today "Cameraphones are the death to us all."

Politicians all over the world like to claim more than is strictly true. They like to embellish their importance and their role in anything that is a success - and also to hide any involvement with anything that turns out not to be a success. But in the modern times of 24 hour news, digital media and the omnipresent cameraphone - they will need to learn to be more truthful. This looks pretty bad for Clinton, if she tries to claim her trip to Bosnia was proof of her being involved in bring about Peace to Bosnia, and she said many times she landed there amidst the sniper fire - and now video emerges that shows its a nice sunny day - months after the cease-fire - and she walks openly to a group of locals wishing to meet up with her. Yes, she clearly was in Bosnia in 1996, but this was hardly proof she was there negotiating for peace...

Truth in the time of digital media... Yet another major concept that is under review (ha-ha, can't resist this, so of course to this a certain VP Cheney might add his insightful comment "So?")

Mobile becomes Trillion dollar industry this year says Portio

I've predicted we'd reach this number from way back in 2002 when my second book came out (M-Profits), that before the end of the decade mobile telecoms would become a Trillion dollar industry. Now we have the first major industry analyst indicate that this year, 2008, will be the first time mobile telecoms revenues will pass the Trillion dollar (1,000 Billlion, or a Million-million) level.

Why is Trillion dollars relevant? The total world economy is worth about 40 Trillion. There are only a handful of industries that are so giant, that they are Trillion dollar industries - automobiles are one; total worldwide military spending is another; tourism is yet another. TV is not, advertising is not, the internet is only a tiny fraction of that in size; the total IT industry (all computers, services including the internet) is only half that. But this year mobile telecoms joins that magical club of super-sized industries.

Portio Reseach gives some breakdowns at its site, that the mobile network operator (carrier) revenues will be 874 B dollars this year. Of that 777 B will be person-to-person communication, ie voice and SMS traffic revenues; and the remaining 97 B dollars will be mobile operator revenues in non-SMS mobile data traffic.
But Portio also gives the overall mobile data number for 2008, at 161 B dollars. That includes all the independent mobile data providers (think Jamba with its Crazy Frog ring tone). So when we deduct the 97 B dollars of mobile operator (carrier) non-SMS data revenues from the 161 B total, we get 64 B dollars of mobile data revenues earned by players other than the mobile network operators. Some of that is content revenues earned by content providers like CNN and Disney, but others are the stand-alone providers like many mobile gaming companies, music companies, social networking services on mobile etc.

So this year Portio says 161 B dollars of (non-SMS) mobile data revenues worldwide, and 64 B of that is beyond the reach of the mobile operators. This is a rapidly growing industry indeed. (Thanks to our dear friend Ajit Jaokar of Open Gardens for mentioning this research to us).

They keep buying more desktops, bizarre..

The PC industry has been predicting that the world will start to sell more laptops than PCs for several years now, but still as the numbers come in, year after year, the desktop PC sales end up still being bigger than the laptop numbers.

Last year was once again the same pattern. The IDC Quarterly PC Tracker reports in December 2007 that for the year 2007 there were a total of 110 million laptop PCs sold, but 160 million desktop PCs. The total market was 270 million PCs of any kind. Laptops accounted for 40.7% and desktops 59.3%.

As the share of laptop sales has been growing gradually since the first laptop was offered by Toshiba in Japan in 1985, and now is at just over 40% of new sales - for the total worldwide installed base of PCs, the laptop proportion is somewhat less than 40%, maybe 35% or so. At about 1 billion PCs in use of any kind, that means under 350 million are reasonably movable/portable (not all laptops are actually moved about). That number is quite interesting when we consider they sold 1.15 Billion mobile phones last year, and of the 3.4 billion active mobile phone subscriptions around the world, already 415 million are of the high-speed 3G or faster phones (large colour screen cameraphones, high speed data, internet access etc). These are not all connected to 3G networks, but have that kind of rather advanced mobile internet capabilities (bear in mind the iPhone is not a 3G phone). More 3G phones than all laptops in use. Hmmm. Makes you think.

And talking about the 2.5G phones, GPRS, 1x RTT, EDGE etc phones (like the iPhone) - there are already 2.36 Billion such devices, 2,360 million of them - nearly 7 times more "data capable" mobile phones than all laptops of any kind - bearing in mind not all laptops are necessarily WiFi or wireless enabled (while today most already are).

Yes, I was surprised. I thought we'd finally reached that point in history, when more laptops were sold than desktop PCs. Maybe this year, ha-ha..

Permission Based is not enough: Understanding mobile advertising

The interest in mobile advertising is growing around the world. I just spotted news on CNN that USA based youth MVNO, Boost Mobile, will introduce advertising. They are not alone. Google keeps saying "mobile mobile mobile" and have been quite open about their new Android operating system, that this will also enable advertising. Nokia has its Ad Service platform. Various operators have announced initiatives for ads, in Japan mobile operator giant NTT DoCoMo has joined with the country's largest ad agency Dentsu for their joint venture D2, the world's largest mobile advertising company by revenues with both domestic rivals having similar schemes; South Korea's SK Telecom has its Aircross etc. There are the. independent providers like Admob, serving two billion mobile ads monthly; ad-based free telecoms provider Blyk already in the UK and launching in the Netherlands; and various service providers innovating in the mobile ad space such as Flirtomatic's First Face auctions and Japan's Otetsudai Networks doing classified ads etc.

It is clear that there is very much interest and development around mobile advertising now. So the very first basic rule is - all mobile advertising has to be permission based. Has to be. Absolutely definitely always on every network and on every service. Permission based. Explicit clear permission from the user. It cannot be unsolicited spam and interruption; the digital equivalent of the junk mail we hate receiving at home in our snailmail. All mobile advertising has to be permission based.

But permission-based is not enough!

It will have to be better than just permission based. Now is the time for you, our reader, to really make a difference, and push your company to understand this distinction. Mobile advertising is going to be the primary engagement marketing platform - because all seven mass media do have advertising (print, recordings, cinema, radio, TV, internet and mobile) but doing interactive campaigns on the first five legacy media is cumbersome. Doing interactive campaigns on the new digital interactive media - on the internet and on mobile - is technically easy. It makes advertising on these two newest media far better than ads can hope to be on the legacy media.

TARGETING

On magazines, newspapers, radio, TV etc, the only way to "customize" an ad, is to target it by the media channel. What age is the viewership or readership or listenership. Consider the programme of the radio channel or TV station - if the show is a youth show - rap music on radio or the Top of the Pops style pop music chart show on TV - then its likely the audience is mostly the youth, and that is where you advertise Adidas shoes or Red Bull drinks etc. A most imprecise method, of very poor targeting accuracy. The ads are still mass audience vehicles. And they are interruptive in nature. Very poor value for both the audience and the advertiser.

Now on interactive media we are learning about interactive marketing campaigns. They can be designed purely for that media - say like Adwords on Google on the internet - or they can be done in conjunction with an old media and a new media - like voting on TV shows through the mobile phone SMS text messaging function. This is not permission based, this is still interruption. It is a less intrusive form of interruption, but it is still interruption.

On mobile - the 7th mass media - we have the only mass media platform which is truly personal, is permanently carried, is always on, has a built-in payment system, is available at the point of creative inspiration, and accurately measures its audience. Only on mobile, can we deliver what Alan Moore calls "Mass Niche Audiences". Targetted audiences within a mass media. The same content can get radically different targeting. I am 48 years old, but I love rap music (yes, thats weird I know). So if I visit my old home town of New York City and listen to my fave rap music radio stations, I love the music, but the ads are meaningless. I am not a teenaged black new york kid who would understand their fashions and passions and interests. Yes, I admire P Diddy but I don't wear his cologne or his Bad Boy label t-shirts etc. Now. I am a professional consultant, my work outfits are all high class suits, Armanis, Hugo Bosses, Canalis etc. So - only through mobile, using mass-niche targeting, I can be given rap music content, with "48 year old male adult professoinal consultant" type of clothing advertising - in my case suits and ties from Armani, Canali, Boss..  This is not possible on radio, on TV, in print, in the cinema.

SUFFICIENTLY CONTAGEOUS

But we have to go beyond. Just having permission based ads is not enough. Mobile is the only personal mass media. We will be offended by any unsolicited ads. First, we have to give permission prior to receiving the ads, but secondly, we have to like the ads. The CEO of Fjord, Mike Beeston, has the test for this - make it sufficiently contageous. Only those ads, which are sufficiently contageous, may be released onto the mobile channel. Sufficiently contageous. That sounds interesting. What does it mean?

It means that for the intended target audience, the ad is perceived so valuable, so cool, so nice, so useful, so funny, so entertaining, so good - that the initial target audience likes it - yes - and furthermore the intended target audience feels compelled to forward the ad to at least one further person. Not everybody on the phonebook's list (that would be "absolutely contageous"), but at least one other person. Obviously the other vital part for any mobile ad to be sufficiently contageous, is that it has a viral element - such as the ability to forward that content, or forward an invitation, or forward a link or forward a coupon or whatever. That is what is called sufficiently contageous. Now. When I say, Permission Based is Not Enough - if it is both permission based, AND sufficiently contageous - then it is good enough for mobile advertising.

Again - on any legacy media, such a campaign would be killed in the focus group. A tiny fraction of the measured audience loved it, the vast majority hated it. If you design an ad that appeals to me - say around Formula One - if I love it, so will my brother. But my sister will hate it (she hates F1). My mother will hate it. Even here, Alan Moore my co-author is not much of an F1 fan, he likes rugby. So Alan would be indifferent to the ad. This is what I mean, for the intended target audience it must hit the passion button so hard that we say "I love it" !

GENUINE

This is the power of mass niche targeting. Rather than one bland ad, with one super-priced celebrity, endorsing our product on a lame script, we do targeted ads, and engagement campaigns. Notice that Generation C (the Community Generation, the youth and young adults today living in social networking sites, sending SMS text messages into the night, participating in reality TV shows, etc, the new consumer of today) will reject anything they suspect as being not genuine. Classic interruptive ad models are all 100% fake. Not genuine at all. There is nothing honest and truthful about them. We need honestly targeted and customized campaigns. Mass-niche audiences.

USER-GENERATED ADS

Then we get to user-generated ads. Like Blyk now is innovating. Like Alan says, you embrace what you create. So if we get our target audience to co-create the advertising experience with our brand, then they will embrace it, and they will promote it.

All of advertising will be different. Do not take the failing concepts of interruption from junk mail, print ads, radio spots, TV ads, cinema ads, banners and spam on the internet - and replicate those onto mobile. That will fail.

Rather, start with permission based. Never do any ads without permission on mobile. But don't stop there. Ensure that the ads are sufficiently contageous. And beyond that, try to make the ads "engagement marketing" where the target audience becomes actively involved in the advertising and marketing campaign in some way. User-generated ads are one way, not the only way by any means.

TOMI YOU ARE LIVING IN A FANTASY WORLD

Am I living in a fantasy world? In Japan today, 44% of Japanese mobile phone owners click on the links on their ads - that means these Japanese are not avoiding the ads. 44% of Japanese mobile phone owners like their mobile ads so much that they actually do click on the links !  We talk about many campaigns and services here on the Communities Dominate Blog about how that can work. In America there was the mobile marketing campaign by West Coast Customs, a car-customizing ("pimping") service that drew a 39% response rate. In South Korea - together with Japan the most advanced mobile advertising market - Aircross reports campaign response rates on mobile as high as 98% !!!!  as they had with Gillette in 2007. Blyk was talking in Barcelona and reporting average campaign response rates in the 30%-40% range across their whole inventory and user base.

These are astronomical response rates compared to spam on the web (and in another galaxy compared to junk mail). We've reported here that the first measurements of the efficiency of mobile campaigns already show dramatic yields above those on the web, and far far better than the five legacy media channels.

Yes it can be done. It is by NOT copying interruptive ad models, but learning what is new and compelling about mobile, and creating new ads and models for that new 7th Mass Media world. Our friend BJ Yang, the CEO of Aircross in Korea says that the "mobile is the personal fun playground". A personal, fun, playground. Don't release anything onto it which is not fun!

Lets not now kill this goose that lays the golden eggs. We are on the verge of the golden age of advertising (especially user-generated advertising). On mobile it is not enough that ads are permission based. Of course, all mobile ads have to be permission based, but they need to be even better than that. They need to be sufficiently contageous. They need to be engagement. They need to bring concrete value to the recepient. Only they can a marketing campaign transform from being perceived as an advertisement, to becoming content. This is what I have been asking all advertising professionals to do whenever I run workshops for them - lets re-invent advertising. On mobile, lets make advertising transform itself to become content (to its intended target audience). When our target audiences like our ads so much, they want MORE of it, then we have succeeded. That is what we can do in mobile, and only in mobile.

UPDATE - I wrote a follow up piece to this story on April 3, entitled Mobile Advertising Evolving.

PS - I just noticed that the comments section for this entry was "closed" - I didn't mean to do that. So, as always, we welcome comments also to this entry. It was just an accident in my posting of this entry. Comments are always welcome.

PS 2 - I've just released my latest Thought Piece, this about mobile advertising. If you would like a free copy of this two page document (like a condensed and intense White Paper) loaded with examples and stats, send me an email to   tomi at tomiahonen dot com  and I'll send the Thought Piece by return email.