Mobile Point View by Paul Ruppert

Psychology not Technology: On TV at the Mobile Marketing Association

BnetTV.com's correspondent Michele Sklar interviewed me at the Mobile Marketing Association forum in San Diego, CA on November 12th.

You can view the 8 minute interview by clicking here. Covering the range of issues at the MMA's Forum event I spoke of how advertisers need to be focusing on the psychology of making mobile impressions instead of the draw of the technology of mobile. The contextuality of mobile, it's "lean forward" and small screen more dynamics require emphasis  on the creative side of mobile advertising instead of being drawn to mobile's power to provide more impressions over other types of traditional media.

Mobile Culture Codes across the Globe
The context of differences are more important than similarities once you go global, and Michele and I covered how differences between the North America, Asian and European mobile advertising markets are shaping the development of mobile marketing globally.

Case Made: Recession Proof Business Models for Mobile Marketing

With economic ripples crashing against our ecosystem we also covered the false reality of a shrink to grow strategy under stressful economic conditions, and why mobile is well suited to survive as a component in broad advertising intiatives because of it's impact, high return and competitive strength against other larger, ahem less effective components of an overall advertising campaign.  Learn more by viewing the entire interview here.

CTIA IT & Entertainment: Podcasting on Microsoft & New Messaging

Over at Mobile Messaging 2.0, I'm podcasting (click HERE) from the second day at CTIA IT & Entertainment 2007 in San Francisco, with Debi Jones of Mobile Jones, and Ewan Spence of Ewan's Musings. We discuss the major issues from the second day perspective, including he resurgence of voice, via applications; enhanced messaging initiatives; mobile payments; why MMS doesn' t get more respect, as well as the big news about Microsoft’s $240 million dollar deal with Facebook; what that deal means for Google and their opening up of mobile, with some closing points about hype.

CTIA IT & Entertainment: Podcasting on Carriers, Control & Advertising

Over at Mobile Messaging 2.0  (click HERE), I've podcasted a post with Debi Jones of Mobile Jones and Ewan Spence of Ewan's Musings on some of our Tuesday impressions from CTIA IT & Entertainment in San Francisco. In the 20+ minute conversation we talk about the buzz currents and themes of the day we've observed independently and collectively. Starting with a look at the control that the carriers try to manifest over change, we also discuss the game-changing/rules changing nature that Apple’s iPhone has brought to the market ( see my post "iPhone Impact: Here & Now"), the (non) effectivness of mobile advertising; user generated content and branding; and the impact of social networking on the smartphone. We'll be doing again tomorrow so stay tuned, and sign up for a feed so you don't miss it.