Tag: Adidas

True Interconnectedness. What gives?

I did a little talk reminiscing on what was hot at this year’s Mobile World Congress, the mobile extravaganza in Barcelona. One of the show’s highlights was BlackBerry’s hyper-connected Porsche (See here for disclaimers) of which you’ll find a video here. Now, that car makes the most of the combination of powerful mobile-connected devices, protocols like NFC or Near-Field Communication and next-generation mobile networks (such as LTE), which deliver data bandwidth by far surpassing our relatively shoddy 3G data through-puts of today.

I also had a meeting with the good folks from Adidas who used their miCoach in-shoe chip to do some nifty stuff with the data so produced (video here). Adidas takes this one step further in that the performance of your chosen player in an accompanying mobile game. For the time being, this has to make do with a clunky accessory to your otherwise oh so smart phone. But, alas, these days are numbered thanks to the next generation of connectivity coming up right now. Apple’s latest (both phone and tablet) support the next Bluetooth standard, which would be version 4.0 (as opposed to “new”), and that is actually a huge step forward (considering how ickle it all is) and has understandably got its fair share of press recently. Here’s why:

Bluetooth 4.0 (full specs here), which comes as a “system in a package” has no noticeable impact on battery life of peripherals, which means you could effectively run your external keyboard or, perhaps more importantly to some, heart-rate monitor, on the same battery charge for the lifetime of the device. Oh, and it always handles NFC on top. The new standard handles up to 26 Mbps data throughput (compared to 2 Mbps for the older standards) although this is lower in the above-hailed low-energy mode.

All this put together creates potential for solutions that may not make for head-turning cool gadgets at tech conferences but they are things my mom might use: Just pair your phone with WiFi by touching in using an NFC chip (she could not find the settings for this if her life depended on it), use it for any type of fitness-related stuff, hook up any type of wireless device with the settings of, say, your car (probably with seamless handover of content, preferences, playlists, etc, too). Last but not least, the full range of healthcare all of sudden becomes a whole lot less geeky and a whole lot more accessible to normal people (which often was the problem with “modern” stuff: they worked well if you had an engineering degree or an unhealthy appetite for anything that smelled remotely geeky but was utterly unusable for anyone else). And for the geeks of you, there will always be the under-counter coffee-making faucet that you could then arguably also power using the hyper-connectedness of the brave new world.

So, interconnectedness is just about to enter the mainstream and that, dear friends, was the news of the week for me in Barcelona.

Cellcom's ad-funded game trial: the Results

It is probably because they read here my criticism of their somewhat cryptic information policy back in April (well they probably didn’t) but – one way or another – Cellcom, the Israeli carrier that entered into a comprehensive ad-funded mobile game trial has provided insight in the results. Kudos!

So what do we learn? Here’s some of the highlights:
* 44% click-through rate
* 19% acquisition rate
* 10x higher game downloads per user (compared to downloads prior to the trial)
* 24% of the participants had not downloaded a game in the preceding 6 months, and 54% had not done so in the preceding 3 months.
* Take-up appears to have been particularly high amongst the youngest (9-20 years). No surprise here. The sentence reporting that is a bit mumbled, so not sure if they want to tell us that 65% of the users in this segment downloaded at least one game during the trial…

A little aside I noticed was that they call advertisers – somewhat carefully – sponsors: does that mean they didn’t get any return for their money? Anyway, they advertisers/sponsors included quite a few of the biggies, e.g. Nokia, McDonalds, Diadora, Samsung, Adidas and Walt Disney. All the agency powerhouses tinkered with it, too, with McCann, Saatchi & Saatchi and BBDO all involved.

I have praised above Cellcom’s information policy but two crucial data points are (somewhat unsurprisingly) left out, namely CPM and pay-out to the game publishers. For a 1-month trial, everyone will be in for the ride, and be only to show that they are in the midst of the flavour of the month, mobile advertising. However, only if advertisers are that (and not sponsors), i.e. if CPM will be at levels comparable to other media (or better), will it work. The above click-through numbers suggest that this might well be the case, and the added value of extreme targeting (the mobile screen is a user’s most personal one: it is not shared with others to the extent the TV or computer is) will improve that further.

The question will then remain if big mobile game publishers who regularly spend hundreds of thousands dollars on a game will provide for in-game ads in these games and if licensors for such games will allow advertising that will then factually be endorsed by their brands. Finally, operators must make sure that the consumer is not charged for the data transferred to feed the ads. This can make for an incredibly complex business model, and perhaps one that will not make it worthwhile for one or more of the parties in it to participate. Much easier of course if there is no third-party licensor involved. The result could then likely be a two-fold structure: high-powered branded premium games for a price and unbranded, ad-funded games for free.

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