Tuesday, 12 May 2009

Representing Steak at eConsultancy round table - key highlights

Really interesting chat at yesterdays eConsultancy round table on Mobile.

AKQA: Jonathan Hum

Met with AKQA's Jonathan Hum where we spoke about the highly commended Nike ID campaign. Very interesting insights indeed.

Nokia/Point and Click: Duncan Beard

Also met with Duncan Beard from Nokia, he introduced us to his thoughts on mobile adoption across the world pointing out that the less developed countries had leapfrogged traditional technological developments in Internet infrastructure in favour of the mobile. He also spoke about point and find technology. A step in the right direction from similar QR code technology of which I have experience in. I look forward to seeing how this develops going forward.

Orange: Mark-Watts Jones

Mark Watts-Jones of Orange had offered an amazing insight into mobile adoption from a providers perspective. Pointing out a very clear split in how the technology would be adopted by the audience on the horizon.

As he sees it, rather an idea of inevitable mass audience adoption, most likely there will be a growth in users who consume the richer media experience and those who will continue to use mobile in the more basic sense. An idea I would gravitate towards myself until proven otherwise.

My thoughts on Applications VS the evolution and adoption of the mobile web under 'READ MORE'

Applications VS the evolution and adoption of the mobile web: My thoughts

There was also much debate among delegates as to the future of applications vs. the growth and development of the mobile Internet adoption. Would applications one day be made redundant? Were they a flash in the pan?

The consensus seemed to be no. They will always have a purpose. However, their continued evolution and success will be led by their effectiveness in solving problems and connecting (as yet) unconnected touch points.

From an agency perspective I was interested to see that some delegates felt that applications were in some way De-valued by their proven short life span. Siting the prompt deletion of applications as evidence of their long term ineffectiveness.

I and others argue that this is irellevant in terms of a short campaign with clear KPI's. If the app such as VW's polo racing game (Which I personally downloaded recently, completed and have never played again) makes it into the users most personal digital space in the first place, then it has aguably achieved share of voice and served its purpose. This is where I feel the application space shines.

Overall a great day and thought provoking debates.

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