TELEMEDIA 360 POST SHOW REVIEW
Posted by Phil Robinson
Thursday 22nd October 2009 at 11:50
The Liverpool based Telemedia show, sponsored by Mobile Marketing Specialists - Piri ltd, boasted a range of speakers offering suggestions and solutions to combat the decline in media monetisation during the recession, and in my opinion they delivered just that.
The fact that so many media consumers spend their spare time glued to the TV, laptop by their side and a mobile in reach proves that media is centric to our personal life. Professionals too are becoming more and more reliant on media peripherals and terminology, bizarrely during the introductory talk when asked who owned an iPhone the majority of the left spectators raised their hands, and when asked the same about Blackberry's the right side raised their hands, a select few roughly central to the room owned both. What does this prove, is it a coincidence or do birds of a feather buy the same brand and sit together?
I sat through a number of talks regarding Mobile, media, UGC and CRM concepts.
Panel and Speaker
Stephen Pinches, lead product development manager, FT.com
Panel
Rick Gleave, head of interactive & mobile, Trinity Mirror Group
Oli Roxburgh, MD, Bluestar Mobile
Paul Wright, digital director, Lifestyle, Bauer Media
Gary Corbett, commercial director, Oxygen8
Chair
Mark Challinor, european director, INMA
A presentation outlining mobile application and mobile web initiatives employed by FT.com and their outcomes. It was clear from their statistics that mobile websites were the way to go, considering the expected shift from desktop to mobile web consumers and the low cost of development. FT.com demonstrated some great interactive apps too.
Panel and Speakers
Tom Weiss, CEO, TV Genius
Andrew Yates, chief executive, Artesian Solutions
Panel
Steve King, technical director, Jigsaw
Ivan Ali-Khan, head of digital, Virgin Media
Chair
Paul Maidment, business development director, BBC Worldwide
Although the presentations for IPTV and Artesian Solutions were largely a sales pitch there was a measure of useful information. Better still the panel thrust full force into a heated debate, the arguments largely were about giving people enough choice, building systems to deliver content to the user in a relevant way and how users searching Google feel like they are trying to take a sip from a fire hydrant.
I concluded that the fragmentation of media is a problem that won't go away any time soon, the Internet should be the channel for all media and relevant content should find the viewer not the other way around. There is a fine line between delivering relevant content and spamming people with sales pitches, marketers would do well to take care when targeting new leads.
Panel and Speakers
Nick Weatherall, Future Publishing
Panel
Tajinder Jagdev, Head of Communications, Media and Entertainment Practice SAS UK
Andrew Yates, Chief Executive, Artesian Solutions
Chair
Paul Skeldon,editor, Telemedia 360 and Telemedia-news.com
Nick from Future gave a detailed and precise presentation outlining a great Mobile Marketing case study, his strategy for monetising SMS was as follows:
Nick, one of our biggest customers, found that only 0.01% of entrants opted out - meaning that they were willing to receive relevant news and offers direct to their phones. This is an exciting step towards User Generated Content, content that finds you!
All in all the whole experience was very helpful and I met some really interesting people, I have learned a lot about the media's struggle with measurability, monetising content and fragmented delivery mediums. Where will the future of TV lie, IPTV? Sky? and will the publishers still offer on-line content for free in the years to come? One thing is certain, the SMS world will take off in 2010 - its time to diversify and solidify your position in the Mobile Marketing world.
The fact that so many media consumers spend their spare time glued to the TV, laptop by their side and a mobile in reach proves that media is centric to our personal life. Professionals too are becoming more and more reliant on media peripherals and terminology, bizarrely during the introductory talk when asked who owned an iPhone the majority of the left spectators raised their hands, and when asked the same about Blackberry's the right side raised their hands, a select few roughly central to the room owned both. What does this prove, is it a coincidence or do birds of a feather buy the same brand and sit together?
I sat through a number of talks regarding Mobile, media, UGC and CRM concepts.
CASE STUDY How the FT uses apps to drive people to online subscriptions
Panel and Speaker
Stephen Pinches, lead product development manager, FT.com
Panel
Rick Gleave, head of interactive & mobile, Trinity Mirror Group
Oli Roxburgh, MD, Bluestar Mobile
Paul Wright, digital director, Lifestyle, Bauer Media
Gary Corbett, commercial director, Oxygen8
Chair
Mark Challinor, european director, INMA
A presentation outlining mobile application and mobile web initiatives employed by FT.com and their outcomes. It was clear from their statistics that mobile websites were the way to go, considering the expected shift from desktop to mobile web consumers and the low cost of development. FT.com demonstrated some great interactive apps too.
NEW CHANNELS: Engaging consumers through Social Networking and UGC
Panel and Speakers
Tom Weiss, CEO, TV Genius
Andrew Yates, chief executive, Artesian Solutions
Panel
Steve King, technical director, Jigsaw
Ivan Ali-Khan, head of digital, Virgin Media
Chair
Paul Maidment, business development director, BBC Worldwide
Although the presentations for IPTV and Artesian Solutions were largely a sales pitch there was a measure of useful information. Better still the panel thrust full force into a heated debate, the arguments largely were about giving people enough choice, building systems to deliver content to the user in a relevant way and how users searching Google feel like they are trying to take a sip from a fire hydrant.
I concluded that the fragmentation of media is a problem that won't go away any time soon, the Internet should be the channel for all media and relevant content should find the viewer not the other way around. There is a fine line between delivering relevant content and spamming people with sales pitches, marketers would do well to take care when targeting new leads.
DATA & CRM: Getting to know you...
Panel and Speakers
Nick Weatherall, Future Publishing
Panel
Tajinder Jagdev, Head of Communications, Media and Entertainment Practice SAS UK
Andrew Yates, Chief Executive, Artesian Solutions
Chair
Paul Skeldon,editor, Telemedia 360 and Telemedia-news.com
Nick from Future gave a detailed and precise presentation outlining a great Mobile Marketing case study, his strategy for monetising SMS was as follows:
- Use mobile as entry point for competitions, votes and text the editor
- Give them a chance to opt out
- Market third party products and services to relevant users
Nick, one of our biggest customers, found that only 0.01% of entrants opted out - meaning that they were willing to receive relevant news and offers direct to their phones. This is an exciting step towards User Generated Content, content that finds you!
All in all the whole experience was very helpful and I met some really interesting people, I have learned a lot about the media's struggle with measurability, monetising content and fragmented delivery mediums. Where will the future of TV lie, IPTV? Sky? and will the publishers still offer on-line content for free in the years to come? One thing is certain, the SMS world will take off in 2010 - its time to diversify and solidify your position in the Mobile Marketing world.
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