Thursday, September 14, 2006
CTIA Takeaways : News Corp and Sprint make bold statements about mobile future
News Corp COO Peter Chernin, (News Corp owns Fox TV, MySpace)
“Mobile could be the greatest media vehicle ever created, greater than even television... we are still only sitting on the precipice of a consumer opportunity no one has ever seen before."
Some of his thoughts as reported by Moco News:
First, we must create an engaging consumer experience and we should be bolder in personalizing entertainment. We need to fit the needs of a wildly diverse audience.– We need to be more interactive.– Mobile should be its own medium. We shouldn’t look at it as a marketing channel.– Make is easy to find: it is a joke to find content on and off the deck presently.– We need to keep it simple for consumers….choices is good, but not too many.– We need to standardize technology…we have an urgent need for more standardized handsets.– We need to market much more imaginatively….just promoting availability does not cut it. We need to establish an emotional connection: communicate ease of use, communicate fun, communicate experience.– We need to entice advertisers to the largest media platform in the world.– We must banish the word failure from our vocab, and willing to take risk and try everything.
Now, Paul Reddick, Vice President Business Development and Product Innovation at SPRINT is a dynamic leader. He has been a supportive advocate of Smarter Agent. He gave a supurb, frank and humerous keynote in LA at CTIA. As reported by Moco News, here are some of the myths he addressed:
Myth #1: Carriers are strictly content distributors. We need to be original programmers...it will help us become better partners. Myth #2: Technology is the biggest limiting factor. We don’t have time for that. Myth #3: Mobile entertainment is just portable entertainment. Myth #4: Mobile TV is nothing more than “Tiny TV”. Myth #5: Repurposed content alone will do. User-gen: it is made for mobile, and mobile is made for it. For marketers: quit using mobile as a marketing vehicle for big screen. The point is to entertain and entice customers here and now, with original content. Myth #6: Mobile entertainment has to be commercial free. Partnering with Enpocket for mobile advertising…the rumor is true. Mtyh #7: Customers won’t pay premium for the convenience of “now”. Sprint music store: We took a lot of heat on pricing. We are well past 5 million downloads at $2.50 a pop. Myth #8: Mobile entertainment markets itself. We need entertainment industry to make mobile part of the message. Recommendation engines are beginning to take off, so is gifting. Myth #9: Carriers are inhibiting market growth and don’t care. We add a lot of value by building customers, platforms etc. Our interests are aligned and we are looking to creatively partner. Myth #10: Nevermind.
“Mobile could be the greatest media vehicle ever created, greater than even television... we are still only sitting on the precipice of a consumer opportunity no one has ever seen before."
Some of his thoughts as reported by Moco News:
First, we must create an engaging consumer experience and we should be bolder in personalizing entertainment. We need to fit the needs of a wildly diverse audience.– We need to be more interactive.– Mobile should be its own medium. We shouldn’t look at it as a marketing channel.– Make is easy to find: it is a joke to find content on and off the deck presently.– We need to keep it simple for consumers….choices is good, but not too many.– We need to standardize technology…we have an urgent need for more standardized handsets.– We need to market much more imaginatively….just promoting availability does not cut it. We need to establish an emotional connection: communicate ease of use, communicate fun, communicate experience.– We need to entice advertisers to the largest media platform in the world.– We must banish the word failure from our vocab, and willing to take risk and try everything.
Now, Paul Reddick, Vice President Business Development and Product Innovation at SPRINT is a dynamic leader. He has been a supportive advocate of Smarter Agent. He gave a supurb, frank and humerous keynote in LA at CTIA. As reported by Moco News, here are some of the myths he addressed:
Myth #1: Carriers are strictly content distributors. We need to be original programmers...it will help us become better partners. Myth #2: Technology is the biggest limiting factor. We don’t have time for that. Myth #3: Mobile entertainment is just portable entertainment. Myth #4: Mobile TV is nothing more than “Tiny TV”. Myth #5: Repurposed content alone will do. User-gen: it is made for mobile, and mobile is made for it. For marketers: quit using mobile as a marketing vehicle for big screen. The point is to entertain and entice customers here and now, with original content. Myth #6: Mobile entertainment has to be commercial free. Partnering with Enpocket for mobile advertising…the rumor is true. Mtyh #7: Customers won’t pay premium for the convenience of “now”. Sprint music store: We took a lot of heat on pricing. We are well past 5 million downloads at $2.50 a pop. Myth #8: Mobile entertainment markets itself. We need entertainment industry to make mobile part of the message. Recommendation engines are beginning to take off, so is gifting. Myth #9: Carriers are inhibiting market growth and don’t care. We add a lot of value by building customers, platforms etc. Our interests are aligned and we are looking to creatively partner. Myth #10: Nevermind.
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