This article caught my attention as it is 2010 and now we are hearing about Nokia going after the Automobile.  Are they late to the game or is this the right timing?  When I go to the iPhone store and look at all the car applications with some of the massive integration efforts that have already started with Apple, my first impression that Nokia might be late to the game.  Nokia has been clearly focused in maps and navigation, so it would only make strategic sense to see this kind of announcement.

In the automotive industry they work on a different clock-speed.  It might not be as slow as the health care industry, but it is close.  In December 2008,  Qualcomm made an announcement on video streaming with mediaFLO with Toyota.   I guess that was good timing as at that time it was considered early days… Now about 18months later when the market is moving it is hard to disengage the standard that Qualcomm has brought to such a profound market leader.

Unlike other countries the Automobile is a very key part of the culture and lifestyle of many Americans.  Although, I have been looking to buses and trains a lot these days, in general, I would say we are very much an Automobile society and I am obsessed with my car like everybody else.  Getting a very strong foot print for Nokia in the car space may be an interesting angle to come back into the US Market, but it is a long  journey.

The key in my mind is for the cellular equipment manufacturer that does get into the Automobile will need to bring not just the data and the telephony aspects to the table, but the integration with the entire entertainment and navigation enablers to the table.   Nokia clearly has the navigation enablers, but lets see about the entertainment ones.  This is again where Apple has been strong, but they have been weak in the location and navigation space.  Could this be a place where Apple and Nokia collaborate?   We did see the strong collaboration between Apple and Google in the past, but now with the strife between them with Android, this could clearly be a unique opportunity as well for standardization to occur where Apple and Nokia come together. If they do not collaborate, then will we see a hodge-podge of different standards and devices integrated into my front seat?

[ Rethink Wireless article]

Operators no longer talk about the three screens – cellphone, TV and PC – but sharing content and services over many screens from fridges to cars. The in-car web systems are particularly important, and Nokia has announced plans to work with automotive entertainment firm Harman to codevelop a smartphone-to-car interface.

Nokia wants to go a step further and make this interface, for passing data and content between the two systems, into an industry standard – though so far, it hasn’t announced a timetable. The partners said the connection would be via USB, with Bluetooth as a back-up.

“The infotainment system of a modern car is a natural extension for the capabilities of smartphones,” said Vesa Luiro, director of Nokia’s automotive business unit. The two companies see a broad range of applications for a more integrated car/mobile system. The full range of smartphone apps could be offered via the high quality screens and audio systems in the car, and the handset and car could exchange information and tap into GPS.

Of course, Nokia has an eye on further enhancing its location and directions offering, Ovi Maps, which has been its most successful mobile software initiative since it made the app free early this year. It says the new connection could combine GPS data with vehicle information – for instance, locating a nearby gas station after a low fuel warning. Luiro said: “Not only will it simplify the use of turn-by-turn voice guidance from Ovi Maps, but also provide a new and easy way of accessing other content on the smartphone, such as music and delivering automotive specific applications from the Ovi Store.”

Pioneer has been working on a similar system using a tethered iPhone, while last week saw reports that Google was in talks to integrate Android with General Motors’ OnStar car service. This would allow the smartphone to control many auto functions remotely and also support similar features to Ford’s MyFord Touch, which provides dashboard phone control, navigation and media playing.

OMMA Mobile ( Brand Panel)

I will be moderating a panel at OMMA Mobile tomorrow ( May 12th) about brand marketing and apps.  Since the launch of iPhone, Apps used for branding and engagement purposes has exploded.  I will be exploring with some leading brand managers the overall effectiveness and direction of how they have leveraged and see apps in there marketing mix.  We will have Coca-Cola,  Kraft Foods,  Zippo and Fandango.

Some useful stats…

- iPhone Store has close to 200,000 App, Android marketplace 50,000

- We are quickly approaching 2B App downloads and by 2014 it is estimated users will have downloaded 6B apps

- Nokia see’s 1.7M App downloads a day off of Ovi store

- 40% of Apps used in the Japanese market are from oversea’s

- Verizon/Softbank/Vodafone/China mobile have launched the JIL framework for viral widgets ( Web Apps)

- There are over 85 Stores that deliver applications globally

- Today approx 91% of the US population carries a mobile phone and 25% browse the web

- Tomorrow 2012, 50% of all users will be carrying a smart phone.

- In a study by InsightExpress,  Mobile has been 4.5~5x more effective in brand marketing compared to online

- GenY is very positive with mobile coupons and access them up to 6x more then other consumers

-  43% of smartphone users view product or retailer coupons on their smartphone while away from their computer

-  While in-store 52% of smartphone users view a product description and 36% have checked the price from their handset

-  The mobile app has been know to change the dynamics of retail merchandising as the device is closer to the user personally then viewing the items on the shelves

-  SMS is still growing and a very effective App deliver mechanism and engagement service.  5Billion text messages were exchanged per day in Dec 2009

This is again the taste of the future of cool apps connected to “things”…..

Today is a very exciting day in the field of brand marketing and advertising!  It marks the day of the Advertising Revolution in my mind. Steve Job announced iAD at the iPhone 4.0 Dev conference.  It has been something we have all been anticipating for some time.  I myself have been looking at the ideas around emotional brand marketing and interactivity with mobile as a core part of our work here at ADObjects.   As the mobile device is so personal it is our emotional amplifier.  It is with us night and day and clearly something we just can not keep our eyes off of… it goes way beyond the SMS lead, but what experience surrounding the brand.

Our vision and motto: Digital Hand. Analog Touch is further realized….

Well Apple gets it and keeps revolutionizing upon the vision of all of us in the media space for what the true mobile device can be all about. Besides creating a massive ecosystem for publishers to bring unique new tantalizing experiences via applications, they have set a new bar in bringing out this exciting platform for brand marketers…

Here is some of the coverage……. not only is today the day of the Golf Masters where Tiger Woods is back with NIKE,  Steve obviously is bringing NIKE as an example at such a serendipitous time.   NIKE is attacking brand marketing from all different angles today!

1) iPhone Nike Ad Demo

Here is the coverage on Techcrunch

2) Apple Announces the iAD mobile advertising platform

And here is the comprehensive coverage of the day on gdgt.

3) Live iPhone 4.0 coverage

So now we have video, information, click-to-action and all different exciting formats blended together for brand marketers in a unique delivery system that came from the foundation of the mobile advertising company Quattro Wireless.  Regardless of what they paid for this company, Apple has been able to transform the vision of unique engagement marketing into there magical experience around the iPhone. Google has been about reach and performance via clicks-on-links.   Apple is about reach and performance based on clicks-on-emotions.   Our from this we will see new metrics emerge for the foundations of brand marketing as part of the conversion funnel such as CTE ( Click-to-Emotion).

How exciting is it going to be now to see how all the incumbents match this challenge.   Google is still in discussion with the FTC over Admob, Microsoft has been so focused on Search, and all the mobile advertising companies out there are trying to innovate in there own right with new mobile ad formats and concepts to bring differentiation.   This is big day as it will definitely get  media buyers to go deeper with their creative producers in the agencies to build that new from of brand-experience  for their clients with mobile.

It has been 7 years since I lived in Japan or have been fully operational in Japanese.  Last November, I visited Japan on a M&A due-diligence project and found the changes to the mobile landscape overwhelming.  About one year prior, I was fortunate to be invited by a Canadian Government trade mission on the cross-border business development of the independent music industry and felt that Japan was still locked in the closed internal format wars that separated them from entire planet over the last 15 years.  Japan was a leader in the development of the 3G ecosystem, but it was very Japan focused.  Companies like Nokia and others attempted to bring in Global 3G products,  but it proved to be very costly to reset all the device requirements and to develop a separate category for a Japanese only marketplace.

However, Apple launched iPhone in Japan shortly after via Softbank.  Their visionary CEO Masayoshi Son ( an individual with his team that has built an empire on cross-border tech business/platform investing and facilitation such as Yahoo-Japan) championed the existing system with this some what risky proposition at the time. By Sept 2009, the iPhone was exploding in device sales and by the end of the year it was recorded close to 3M subscribers.  I saw in one trade journal that Japan was the fastest growing market for iPhone sales per capita and the transformation had begun.   The iPhone product was launched very much with the same business model as the rest of the world with a very small launch team just outside of Hatsudai station at the Apple Japan Corporate HQ.  By the time I had arrived the market was changing.  Techcrunch Japan had just gotten started, and the feeling of  the Silicon Alley entrepreneurial spirit had found a way in the Japan mobile space.  There were thousands of iPhone apps available for Japanese consumers, and the touch interface just did not seem to matter.   I found people proud to put their iPhone on the table in front of them at the local Kissaten ( Coffee Shop) as they chatted with colleagues with one had holding that exotic cup of Java, and the other a Marlboro.  I had heard that over 40% of the Apps came from outside of Japan, and it was the first time that the  international content industry had just blown through the Japanese system within the comfortable pipeline created by Softbank and Apple.

This experience got me very excited to see that now there was finally an opportunity for Japanese prowess in the mobile industry to start to go global.  Yes, this was a platform created by the North American Dev team in Cupertino, but the manufacturing was in China and now the content was coming from everywhere around the Globe in one scalable process.   This was a first step in the process for real cross-border development and innovation to begin that surrounded an App ecosystem.  Although, 3M is not a large number when we talk about the incumbents of the Japanese system, or is this the full game-changer to the Japanese market, but it was a beginning.

I decided that it would be time for me to start to bridge my consultancy practice over to Japan as my second International country of clients.   As of 2007, I had been working with the Finland tech scene and had the opportunity to work with several Finnish companies looking for global strategies and mobile market entry into North America.  That pipeline has continued to grow, and we will be visiting Finland at the end of this month on our periodic trade mission.

The mobile content industry has really now gone global with the explosion of the iPhone.  It has changed the dynamics of marketing, content delivery and advertising toward the dream all of us had in the mobile industry for many years.  2010 has really the year to define mobile as the transition has begun for media players to treat mobile on equal terms as part of the overall media strategy.  This is not just at a country level, but the cross-border international opportunities have really started to accelerate.

I returned back to Japan in January to speak about the cross-border opportunities surrounding North America.   In the 10 days I was there, it was apparent that Japan really was my second home, and my 7 years away might have just been too long.  My schedule became packed with meetings with a variety of different companies looking at their position for marketing and sales outside of Japan;  however, the focus seemed to be on China.  It is apparent as a first priority many Japan mobile companies  have looked for international expansion with this gorilla neighbor.   Over the last 15 years, the US Market had proved to be very difficult for many Japanese companies, and you could probably say that there are less then a couple mobile companies that have really been able to make their  US International efforts successful.   The odds have not been so great, and with the large market ( today there are over 500M subscribers) , the close proximity and the technology gaps, China is hard to ignore when it comes to the next step in an expansion  and an International strategy.

I hope my presentation has some effect, as I compared the opportunities between heading to China and then looking toward North America.  The room was filled with start-up CEO’s, Media companies and a variety of others interested in this debate.  The presentation went for over 2 hours into the late evening, and I was surprized I was able to bring back for the first time in a long time my dormant Japanese speaking skills for this kind of  format.  The big discussion points were of course around iPhone, but what I found that was even more profound was the interest in “Android” and the “iPad”.

Android….

NTT DoCoMo made it clear that they would be the leaders in bringing this to market.  Yes, we all knew that Softbank would follow and that we are now looking at a similar AT&T versus Verizon type of phenomena in Japan with Google and Apple playing tag-team to open up the marketplace ( at least it seems that way?)

Android was key part of my presentation as after being with Nokia for so many years, it felt like Google took the play-book right out of Nokia’s hands and have started to execute on the same dream.  Nokia had for so many years tried to bring an open philosophy to the market and the mobile industry, but they just might had been a bit too early.  I do not think Nokia has at all  run out of steam, but they did pull out of Japan and left a vacuum right when the time was for entry.   For Google to compete against Apple and to launch something fresh might have just been the timing for this perfect storm of a  teeter-totter like strategy.  Of course, Eric Schmidt sat on the board of Apple during the conception of the iPhone strategy, and it only makes one wonder if this was some kind of grand plan in market attack between the two companies at any level.

Well Android looks like it is here to stay, and it has become a powerful force as a Global Open Framework.  Apple was able to “blow a hole through the window” and now all the flies and everything can come through.  Open is now the flavor of the month, yet Apple keeps coming out with new and exciting products and services that the balance between Open and Closed is still evolving.

I met with a representative from Nikkei BP, and they asked me if I would work with them on different mobile projects around  North America effects and the Japanese market.  I was even asked to  represent them by covering the CTIA event in Las Vegas this last month.   I look forward to more and more of these types of project down the road and will continue to fine-tune my writing and evolve my Japanese journalist skills.

I will publish an English version of the article on this blog shortly to follow.

Many SEO’s have struggled with the use of Flash in a site from the standpoint of this discovery and it has been a pain point in marketing for the greater search or social media marketing community.  New methods of tagging or marketing the Flash content and the use of other meta data/ keywords on a site have been used to refer to content , but it has not been optimal.

As Apps become more and more relevant and devices centralized around this experience has made it so that today we are looking at an entirely new Internet in my mind.   An Internet that has been structured by massively indexing webpages of content and the discussion and road map of the future of the Semantic Web.  Everything has been tied to links and now the rise of the meta-tags that can make discovery and access that much easier.  All of the things from the deep content we can search and discover to the apps and content that once was discoverable from a webpage.  Now with the growing trend of user experience and content consumption that are really self-contained packages derived from App stores the type of search needs to be treated differently.  This could be a new revolution for the advent of a new search engine to take on the Google, Yahoo, Bing of today that could essentially even be more social-media friendly as a search architecture.  Lately, I have found Google to be a mess in search relevancy, and I have been using Twitter as an alternative search engine for news and discussions more then 50% of my time.  It is also interesting to hear that   if Apple were to launch a new kind of search engine for applications it would clearly make sense given the course of this new Internet.

However, my gut still tells me it is going to be very difficult for one company like Apple to take on the world and create the next generation of Global Search Engine.  Rather a Search Engine for its own world and hopefully we will see some of the cool social elements associated with it.  What I believe could be the case from this strong spike in user adaption and the massive effect of apps on all of us is rather a new debate that stems back to the HTML5 vs. Flash discussion.  As Apple has been a strong advocate of the usage of HTML5 and has left Flash as the proprietary rich media standard out of its devices, there is room for the new innovation of leveraging now HTML5 as the new Application platform of choice for many media companies and developers and to breed an entirely new industry of Search Engine Optimization around HTML5 as it becomes the next foundation of the webpage and the run-time widget architecture of the Web.

Of course we will probably continue to see this self-contained in the closed ecosystem of Apple, and even through they are working with these open standards of HTML5 and others, there is this new paradigm shift toward Apps that will exist across all platforms that makes this discussion quite interesting.   Last week, at CTIA, I was discussing this with several different App developers from the Blackberry camp and found that they have started to do unique tagging of content even in the alert and push architecture of content from Apps.  This could be another hook into strong opportunities for searchable methods to all of this content that is formed from push experiences.  Apps have now been definitely know to be able to give us better experiences then typical web pages, but  the opportunities surrounding them from the standpoint of market discoverability of the deep content is still very open.  Will Blackberry at some point come up with there own search engine as well?  Will we see multiple search engines for different forms of App content that will then lead to the subject of an open API for the massive crawlers of the world to link each one in a greater search interface to find across multiple different channels?   Will this phenomena of the app keep evolving and create the opportunities for a new internet of channels and deep search accross those channels with dedicated tagging platforms within the apps of a each of the different platforms?

As the iPad’s application ecosystem evolves and so does the application ecosystems of  Blackberry, Nokia, Android, Palm, Windows, we will need to have a new kind of search and discovery mechanism that will lead us to a new form of Internet?  Look at all the Apps that live across Facebook and other social media and the opportunity for discovery requires one to be living in that portal. A simple Google or Bing search may take you to the App, but not the content within.

I would have never expected to see Apps over take Web pages, but this phenomena is getting so strong that it has and will create a New Internet  or Branch of the Internet that will keep evolving with the phenomena of  mobile usage case.  As we saw a strong growth in the area of SEO, SEM of the last 10 years, will we see a new form of SEO called SEOA ( Search Engine Optimization for Apps)?

Regardless of where this all goes, there is clearly new business opportunities for the SEO’s to start to design services and products for Application Publishers and Developers in designing their marketing and discovery platforms in a new way that is related to this phenomena of the mobile usage case.

Given that Google has greater then 70% of the search traffic share in the US and over 50% globally….they do have the ability to market themselves all the time, and make it clear there value proposition of their products front and center.  It has become routine in our lives to use Google as a search engine…..  it is even a “VERB”.

Getting back to my story…. This evening,  I went to Google to check out something on Google Maps, and searched “Google Maps”.  Yes- it has been my mapping search of default these days.  Even though  I used to be a big fan of MapQuest, Yellowpages and others,  it has just become routine for me just to use  Google out of pure convenience.  This  again is a key factor and asset they have going for them all the time.  It validates why search is so powerful as the first point of the User-Interface we all use, and Google is clearly leveraging their search asset to drive business leads to their other services and products.  I guess why would they not do this?  It is only smart business practices.

Well what I found was shocking.  The first results for Google Maps  search was the Nexus One from the Google News…. [See picture below]  It was not the Google Maps product or something pertaining to this, but it was traffic to drive me to that feature on the Nexus One.

The only results on the page were about “Google” ( www.google.com) .  None  of their Strategic Partners?  No iPhone with Google Maps? etc… As this was one of the key features for many of their Partners, developer communities, it is very clear that Google has an incredible position to trump the very partners now with Google maps when it comes to marketing the feature with their new device.  So as a company that partners with Google to embed maps into product as part of your core business, you must have a very careful strategy on how you market Maps and Location based services as part of your product. It is clear that some of that marketing  spend could even drive traffic to Google’s mobile initiatives.

I tried to find “iPhone and Google maps” as one of the results as this should be very relevant today.  Well, I looked on page 2 of the search results and then finally found a reference for iPhone at the bottom of the second page. Not many of us users go to the second page.

I then wanted to see what Google Maps search result would be on the site GoogleminusGoogle ( www.startupbin.com).  I found these results.

This time we do see iPhone.  It is #6 in the search results behind Wikipedia, etc…. Not many bloggers sites or third party developer sites talking about Google Maps, and no other handset manufactures on the first page.

So from now on, regardless of the mobile device we own….. any time we look up any of those Google Services, we will get information about Android and Nexus…. It is just the way it is going to be I guess.   There is clearly a price for using Free services as part of your product strategy.  In the case of Google, their ROI for the Free offer is clearly leveraging your marketing spend and distribution to continually drive more traffic back to Google.

Apple does not have its own advertising platform for mobile to facilitate the free, but has been doing quite well without it.  Will Apple need its own advertising solutions to potentially offer as part of the free solution?  If I were a mobile ad exchange,  I would be talking to Apple about how to integrate the solution into the App Store process with the best yield management to give developers with their free offering the best revenue streams through federating in even Google and Admob. Was this not a problem that AdMob had not to long ago? At the end of the day as Apple is managing the platform, they are in a position to give developers the best revenue streams through yeild management and discovery.  This is what Facebook has done.  Enable their own advertising platform for their marketplace.  I think this trend will continue with platform providers all having their own solution for ad-serving and federating in ad networks and ad-tags.  I think who ever has an app store will now need an advertising exchange platform for support the delivery of free apps.   Not only that, having this facility will also enable some of the best opportunities for data optimization and relevancy targeting.  How will this now sit with AT&T that Google has better analytics of what is happening in the free community of iPhone?   Apple made the decision to drop Google maps and to bring in their own unique map platform?   Will Apple keep to the D2C only strategy and not get into these services further? As iPhone now grows,  so does Google with the acquisition of AdMob, giving them the data insights and strategies to see what is hot and what is not through the analytics of free in the iPhone Marketplace. We may someday forget the very powerful great reports that AdMob delivered to us about the state of the mobile industry via their network, as this will potentially go “dark” as Google has not been so forthcoming with that type of industry analytics for free. Yes- we get products and services for free, but the “secret behind-the-scenes analytical intelligence” is something worth its weight in gold and now a key asset they have to expand further.

iPhone is leading the pack when it comes to velocity, but Android is making its mark… with this we are bound to see Apple needing to expand to the other carriers in North America and also potentially open up a bit.  I would love to see stronger alliances with iPhone between the likes of RIM, Motorola, Nokia, Sony-Ericsson, HTC but those bridges seemed to be burned long ago? or not?

We are still in the early days of penetration of smart-phones and the overall potential of mobile access of the Internet in my opinion.   There are 150M Websites out there that are getting hit everyday even with mobile devices.  Many of them are iPhones that set the marketplace here in North America for full HTML browsing.  What is 100K apps compared to 150M websites? less then 0.1% of the size and potential of the Internet and with all devices in the future accessing the web, we are bound to see millions of widgets and mobile-versions of websites.

So when we say Apples to Apples comparison with iPhone,  I really feel we are talking about Apples to Gorillas unless Apple does make some major moves with strategic alliances and acquisitions.  I was once told, ” There is always somebody out there smarter and stronger then yourself in many ways, so leverage the community”.  Apple going at it on its own will now be a challenge with the Open Android approach that is sucking in so many of the hardware companies.  With Google now behind Motorola ( the giant that has been dormant for the last couple of years) and many others, it was fine for Apple to become great friends of the consumer, but they need more friends in this overall marketplace….. So lets hope and see if Apple will become the Gorilla in the room in the years to come.

I am excited to see that even with all the GaGa only about iPhone Apps ( understandably so, but) that there are new announcements every day on some of the most practical usage cases of mobile linked to web development and the mobile browser.

As it does make sense to have an application based strategy, there is still a lot to be said about the browsing experience off of the

OpenSource Webkit ( Safari) browser that is used on Android/iPhones/Nokia devices and many more.  As the browser is equivalent to web browsing we experience on PC’s, having a mobile experience that lends itself to the smaller screen size and the user interface of a mobile device is a very smart approach for scaling your existing web/publishing digital strategy to mobile.

I am a very active user of Gmail on both my PC and Device and find that the hardware does not matter anymore. What matters is my seemless ability to connect to the services that I use frequently and email is something that is extemely important for me to have virtually on all the time and extendable in a very usable form from either my PC or my Nokia E71.    I did find it strange that Google has only launched this for iPhone and for Android, when it would make sense to have this for all devices that support webkit from the starting point.  I am sure we will see the announcement for Nokia support in the near future.

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Gmail has announced a new web interface for iPhone and Android platform based mobile web browsers. Built over a new engine, this Gmail Mobile interface closely resembles the Gmail Desktop version. The whole mail browsing, reading and composing experience has become faster, even over weak network connections.

The user interface has been optimized for snazzier inbox, a new ‘floaty bar’ and offline Gmail support. The new floaty bar allows archiving, deleting or more options for the email like Mark as Unread, Add star or Report as Spam. This floaty bar follows as one scrolls down further to select more emails. Navigation and display of threaded email conversations has been simplified and made faster.

Searching specific mails quickly is possible by poking the Magnifier button representing search. More messages can be viewed by hitting ‘Show more messages’ and the page hardly takes half a second to load more emails.

The new Gmail for Mobile is available on Apple iPhone and iPod Touch devices with firmware 2.2.1 or higher. All Android-powered phones are supported.

The iPhone OS 3.0 brings landscape keyboard support in the Mail application but it still takes a while to load messages. Scrolling between the messages often results in sore fingers. Also, search emails and labels are still difficult to use. However, the Gmail team has made many Gmail fans happy with the new desktop-like mobile web interface iPhone and Android platform.

Nine Inch Nails iPhone App Release [ Wired Mag Article]

The flavor of the month for a mobile strategy has definitely been to build an  iPhone App, and given Apple’s leadership in the music industry, iPhone is clearly a mobile strategy in North America over other devices that support different content distribution strategies potentially better.  There is a need for a good white paper on  ” My Mobile Strategy, or just build an iPhone App” – that I have started to work on.

With that said, what this App does is exactly what is very important to the industry and the monetization process…. build a relationship with the fans and bring them into the entire dialog withNIN.   Through this can lead to enormous monetization opportunities.  NIN’s Trevor Reznor states….” Now and artist needs to be a Marketer”

I hope this does bring a bit of clarity to the Music industry again that the traditional methods are now dead and building a Social Media Fan strategy with the right ownership of  Analytics is key. Does a strategy with MySpace enable Artists to own thier own Analytics and dialog in its full form?  With that said,   is not a silver-bullet strategy  to go out and develop an iPhone app at a price of $20~50K USD.  I would say the NIN iPhone App is North of $50K with all the Google Earth integration etc….

There is definitely hype here today and with Apps there is always a compatability issue that needs to be resolved. When Apple launches iPhone2, all the costs incurred with the development of App V1, might go out of the window.  The real value is to look at everything it takes to build a  CRM structure and strategy for your artists to embrace the new social media tools and get a strong dialog with the fans.  All of your artists should begin to look at how to best leverage Twitter, but with a clear understanding of how to capture the dialog and analytcis of the fans.

Here is an example of a search on Twitter for “The Trews”.   Just 3 hours ago, there were Fans tweeting about ” the Trews”.  The first thing that is important is for someone at Bumstead on behalf of the band to go and click ” FOLLOW” of each of the individuals tweeting about the Band.  Just think how great a fan will feel when they are being followed by the band themselves.  It is a process of feeling inclusive.

This is an easy way to aggregate Thousands of Fans that a direct dialog can be created every day.  Twitter allows for picture releases, even small clips, etc….. by having all this linked back to the Artists website and even a mobile version of the site can build a major engagment marketing process of having a dialog with Thousands of Fans on a day2day basis.

Just a quick Reference, today NIN has 13,917 Followers.…. Not alot, but after this announcement this will go up clearly and they will have an opportunity for greater dialog.

…. building Brand enagement with Twitter is a first step that will link to a mobile strategy, and a relationship that can lead to unique possibilities in monetization.  The difference is that this can be done for Virtually Zero Cost, where an iPhone App is a bit costly….

Why not build that base and then have the opportunity to share an iPhone/Android/S60/Blackberry App + your Website, Myspace page all linked back you your Mobile View