Today, Mobile phones are one of, if not the most ubiquitous and personal forms of communication. Although there’s resistance in the B2B space, it is still potentially an invaluable research and marketing tool. How can you use it and why?

Worldwide there are twice as many phones than personal computers, this coupled with the rapid advances in multimedia mobile handset technology and data networks, highlights the opportunity to deliver multimedia mobile services to large end user audiences.

Given this, why have companies been slow to adopt this medium as a core method of marketing communication with customers? How can they use the mobile medium effectively by taking advantage of mobile capabilities? The objective of this article is to respond to these two key questions.

SMS success

Short Message Services (SMS) – text messaging - has been phenomenally successful in extending communication beyond that of voice with users of mobile phones. Many Business-to-Consumer (B2C) and Business-to-Business (B2B) SMS applications exist delivering powerful forms of direct end user marketing and interaction. Multimedia Messaging Services (MMS), the next step and relatively new mobile messaging solution is beginning to have influence, as it sends media objects (images, videos etc) in a message, similar way to SMS. This is usually more costly due to increased data traffic and MMS has some key inherent challenges.

One Way Messaging generally, is not an interactive communications experience. Users may suffer delays in receiving and the sending of messages, mainly due to network performance, this limits the types of effective mobile application services. Additionally, messaging services may create apprehension (perhaps unjustly) as users wish to avoid the annoyance of Mobile Messaging Spam (this is something the authorities are keen to curtail), and demand ‘Opt-In’ control to any service.

Obstacles: Standards

A traditional obstacle may be the lack of effective implementations of mobile industry technology standards, making it difficult for application developers to build and maintain mobile applications in order to access large end user audiences. This is an industry challenge, due to consistent introduction of a multitude of handsets with differing technologies. Potentially however, opportunities exist to develop solutions with support for multi-channel communication methods (SMS, MMS, WAP, Java Applications, and Email) and devices (Differing mobile devices and PCs). This approach ensures potential access to the largest possible end users audience, whilst at the same time introducing users to increasing the use of their mobile device.

Not just for entertainment

Another barrier is the belief that mobile phones will evolve to more of an entertainment device than a communications tool given new multimedia functionality. Whilst this could happen, it is far more feasible mobile vendors will develop tailored ‘integrated multimedia communication’ applications, adding real value to end users and businesses alike.

Network operator control

A known stumbling block, is the mistrust companies have of mobile network operators as they potentially attempt to control multimedia content access and distribution, with preference for the content/partner relationships they have. This situation will resolve, as end users demand access to the content they want and major content owners/providers demand freedom of choice. This raises the question whether mobile operators can effectively move up the value chain from data and voice services provider to a provider of content and application services. Only time will tell.

Perhaps another reason could be their focus on Business to Consumer (B2C) services, and having direct competition with major brands / Companies. Given substantial revenues generated from charging end users in B2C services such as reality TV shows, gaming, dating and ring tones, it is clear to see why mobile network operators are keen to pursue this lucrative model. However, given the phenomenal market opportunity, incremental mobile revenues also exist if they place more emphasis on Business-to-Business (B2B) services enabling B2C services for Companies.

If mobile network operators could increase their focus on B2B services, they and their business clients would mutually benefit from partnerships leveraging each other’s core business strengths.

Revenue sharing

This approach would require creative revenue sharing service models, and trust in sharing end user customer data/knowledge. With increased competition between mobile network operators/service providers, the trend towards reduced data service charges, and desire to create new revenue streams through partnership multimedia mobile services are being encouraged. Hence, market forces are driving the potential of new B2B services with mobile network operators.

Many potential benefits

There are many potential benefits from using mobile multimedia marketing, such as immediacy / instant feedback, ‘personal’ attachment and new revenue opportunities. However, it is important to consider when marketing through mobile phones to address the strengths and limitations of mobile phone characteristics. The service must ensure the delivery of pertinent and informative data in services, whilst adding measurable and rewarding value to the end user, encouraging loyalty and repeat usage.

Phone ‘real estate’ or screen size on multimedia handsets whilst now of a high quality is limited and not an ideal medium to watch lengthy videos. Users (when not communicating interactively with other users via phone conversations) will limit their time when accessing certain services (this may change when a game or service offers sufficient reward to warrant spending more time).

Know your customers

An obvious and final major point to highlight, is to ‘know your customers’, their demographics and preferences. The mobile is a personal communications device, therefore maintaining the ‘personal’ touch, confidentiality of private data, not badgering the user with intrusive and uninteresting content, but rewarding them for participation is essential to building the trust and relationship with the user. Ultimately, as you build trust, potential for effective mobile advertising is possible with relevant content based on defined demographics and user preferences.

In comes mobile customer research polling, which we feel is an effective, timely and accurate way as a B2B mobile service to automatically validate and build customer data reliably through mobile devices and the internet. Are you getting through to your customers, do you know enough about them? Perhaps you should consider using mobile to connect with your customers, what do you think?

Asit Sharma,

Chief Executive & Founder,
Applied Living Technologies
Email: asit@appliedliving.com
Web: www.businessbymobile.com
Mobile: +44 (0)7903123393.

About the author:

The brainchild and founder of Applied Living Technologies & MPOLLS, his passion and ambition is to positively impact people’s lives and businesses through the application and adoption of new technologies, networks and services.

Asit’s professional career spans senior roles in market leading companies such as Novell Inc, British Telecom plc & Concert Communications Inc. With a passion for business, his entrepreneurial expertise and industry knowledge comes from fulfilling a multitude of functions in corporate strategy, business planning & fund raising, product & alliance management, business development/sales, and interim executive roles in new start up ventures.