The debate of Cross-Media and mobile is what we made for this years theme at  Internet Marketing Conference- Mobile in NYC on Oct 12, 13th at the Helen Mills theater.   If you want to be involved, let me know….It is going to be a great event…. Stay tuned.

In the late 90’s emerged the SEO firm that specialized in building solutions and strategies off of Google’s Search Engine or Search API. This way of thinking is a key reason for the success of Google. Google also succeeded with syndication ( offering Search as an API to be built into sites).  Well when twitter launched, releasing an API has given them the ability to generate an amazing amount of traffic through twitter via the different clients.  At least  today it is a vertical game of different twitter clients competing that has created a closed loop to drive the business of Twitter. The same can be said about Android today.  Be original and open, release and API and let others build something on top of the core and bring in all of their creative spirit.

I love hootsuite, tweetdeck and seesmic, but they are in a game of competition amongst each other that has spiraled to grow twitter.

In this world of the web, creating API’s for others to leverage their creativity now only builds your brand as a base platform, but gives you the chance to organically grow through degree marketing ( I use this term as the different degrees of relationship as it is like a super distribution model).

This seems like a a no-brainer, but looking at the stats really makes one think about what are the platforms you can create with an API for growing your business. This is a real strategy for 2010 for the web and beyond as well.

As I have just relocated part-time to NYC, I have decided to really look at my needs when it comes to internet and broadband TV.   As most people in my building  just use Warner Cable here in Brooklyn,  it is almost like a no-brainer to call up Warner and set-up an appointment  to use the service.

I called two weeks ago to set-up an appointment.  It was Tuesday. They said they would send over a Service guy to set it up on Sat.  The going rate for Internet Only was about $33/month + the installation and box of about $100+.  To get Wifi was an extra $5/month.  So my costs would be for unlimited internet at broadband speed at about $38/month

Well I had a set window to meet the guy from 2-5pm.  He never showed up.  When I called into Warner Cable they said that he did show up but could not connect to me by phone. So the value of me sitting at my place, Why did he not buzz? So I proceeded to call Warner Cable and got the IVR telling me to wait to 5pm to call. If he did show up at 2:15 like they said, and I waited 3 hours for nothing, it kind of pissed me off that on a beautiful Saturday, I waited for 3 hours at home for somebody not going to show up again and I would have never known it.

So in my call that finally got through to a person at 5:15pm, I rescheduled for Thurs Evening from 5~8pm.  He wanted to set me up on Weds from 2~5pm, but I said that I had to go to work and could not sit at home for 3H on a Weds Afternoon.

Sure enough, I get a call from the Warner Cable guy that he is at my place on Weds at 2:05pm.  ” Bloody Hell, I thought, I told them I would not be there.  So when I got home, I then spent another 30 min on the IVR to get to an operator to again tell me that I was scheduled for Weds, with no record for Thurs.  I would have to wait till the following Tues for the first available appointment.

This really pissed me off. As I have been without Internet now for 2weeks, I was getting frustrated, so I wanted to see what my other options were.

1) Can not go to another Cable Company as my Apartment Complex is only Warner.

2) What about getting one of the Verizon, Sprint, AT&T, T-Mobile hotspot cards…. This way I will not be locked to my home for my connectivity.

So I started my check.  As I have been having broadband connectivity problems with my phone and AT&T, I decided to go into Verizon first.  This is what they offer.

Verizon

1) MiFi can be purchased for $180 or a 2 year contract for about $40.9 for the little credit card box ( you get up to 5 connections and good 3G speeds. 4 hours of battery life)    The costs is what was interesting $40 for 250MB ($0.10 MB or  $100 G after) or $60 5MB ( $0.5MB or $50GB after), the costs were pretty high for Data, so I decided to do a real check of what my needs are per day approximately.

2) Get an Android device and use untethering.  Well they do offer all you can eat for about $30, but to connect to tether, they charge an additional $20/2GB.  So for $50 I can get about 2GB ( $0.5MB after).

So if you are a daily user of 2GB, then the tethering with the mobile device is not bad, without jumping to the $100’s of month for extra bandwidth.  The 5GB is about 150% the cost of Warner for the monthly installments, but it is still limited.

Apparently.

T-Mobile

1) With an Android device with $30 all you can eat package, apparently you can do Tethering…. So this might just be the right way to go for a home-hotspot, but also a hotspot on the go?

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Daily needs.

Besides my work that includes massive social media, emails and web browsing.  I do stream music and I do watch movies and video’s. So this is my system.  ( I will add a chart of my usage patterns later after I study it a bit more).   But to watch a move it is about 250M. So for 5G, you only get about 20 movies a month for Verizon.  This might just be enough…. email and social is so small with Data I felt I was I would be OK.

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What an opportunity for the Mobile Operators to destroy the Cable companies for home internet.  Just thinking since they do have location-based services to identify the cell towers that are in proximity to your home, why limit the bandwidth when you are at home.  Charge a special unlimited rate of  $60 month, and then have it kicked in to a limited amount on the Go.  This way it is easier to start to understand the loads on the network as users do not move that often.  Can really grow services that become truely wireless.

I will decide now over the course of the next couple of days,  Verizon, TMobile or Warner Cable……

by Adam T. Sutton, Reporter

Technology always increases in power and decreases in price over time. The multimillion-dollar supercomputer of yesterday is today’s five dollar pocket calculator. Mobile phone technology is no different.

More people carry smartphones than ever before:

o 31.9% of all mobile subscribers used a Web browser on a mobile device in the three months ending in May 2010, according to comScore. That’s up from 26% in comScore’s September 2009 three-month average.

o 30% downloaded a mobile app in the three months ending in May, compared to 6.7% in the September 2009 three-month average, according to comScore.

“We’re definitely past the discussion of whether mobile is mainstream. It’s here,” says Matthew Snyder, CEO and Founder, ADObjects, a mobile strategy consultancy and agency.

Snyder has worked in mobile and consumer electronics for more than two decades. He spent 12 years with Nokia and eight years with Sony, based mostly in Japan, a mobile technology hotspot. He now helps companies understand how mobile channels can improve business and marketing performance.

We spoke with Snyder to get his take on what marketers need to consider before testing mobile marketing initiatives. Here are the five insights he provided:

Insight #1. Start with a mobile Web presence

Snyder is a strong believer in the Web. The cornerstone of any mobile strategy should be a Web presence, he says, whether it is a single landing page or a full mobile site. Even if a marketer is experimenting with sending SMS messages, these messages should include a link to a page where mobile users can learn more.

Here are four types of mobile Web presences Snyder sees:

1. Mobile versions of existing sites

Companies have built mobile websites which offer nearly the same features as their traditional websites, but which are adapted to a handheld format. A textbook example is Facebook’s mobile website (see Useful Links below).

2. Plug-in-based mobile sites

Similar to the first category, blogs and websites based on WordPress, Drupal or similar open-source platforms can use free plug-ins which format sites for mobile audiences (see useful links below).

3. Mobile landing pages

As the name suggests, these single-page entities can be created quickly to add a mobile-Web presence to a marketing campaign.

4. Dedicated mobile sites

These sites are standalone, multi-page entities, not mobile versions of a traditional website. They have their own designs and strategies to meet the needs of mobile visitors.

Insight #2. Consider all mobile options

Mobile networks and devices provide a range of ways to reach an audience — such as text, voice and email. When your team is considering how best to incorporate mobile into its marketing, consider all the major possibilities:

- Short Message Service (SMS)

SMS is capable of sending minimal, text-based messages to your audience, which can include links to call a phone number or visit a website.

- Multimedia Message Service (MMS)

MMS is similar to SMS technology, but can also send content such as images, video and audio files such as ringtones.

- Voice

Mobile phones have click-to-call functionality that enables audiences to reach you directly, or to click to request a call from your team.

- Web

Similar to traditional Web browsing, the mobile Web is continually adding pages of content designed for easy access from handheld devices.

- Proximity marketing

Smartphones with GPS and similar technologies are capable of broadcasting locations. Some marketers are taking the opportunity to deliver ads to mobile users in specific locations, such as when they’re near brick-and-mortar stores.

- Applications

Computer programs specially designed for smartphones are widely available and have their own marketplaces. Some marketers have directly integrated campaigns into their audiences’ phones by designing and offering a branded mobile app.

- Content

Branded content — including ringtones, images, videos and ebooks — are just a few of the many different types of digital information marketers can provide in a mobile format.

- Email

As any business professional with a Blackberry will tell you, email is a mobile channel. People frequently receive and send digital letters through handheld devices.

Insight #3. Mobile does not stand alone

Mobile marketing does not succeed as an isolated channel, Snyder says. Instead, it works best when integrated with other channels and tactics to form a cross-platform strategy.

Examples include:
o Combining SMS or barcode calls-to-action in traditional advertising
o Mobile apps that integrate with television shows
o Mobile coupons for in-store sales

Mobile promotions should also be integrated with other channels. For example, mobile content should be promoted on your website — e.g. if you’re advertising a free whitepaper download and it’s available in a mobile format, mention this in your website ads.

“Mobile, in general, is the glue that connects all media,” Snyder says, “As smartphones become more prevalent, the more they will be associated and attached with existing media channels.”

Insight #4. Mobile requires a well-planned strategy

It can be tempting to quickly test proximity marketing or a mobile website just to see what happens. But mobile marketing initiatives should be carefully planned, Snyder says. Otherwise, you risk wasting time and money, and possibly damaging your brand.

Areas to consider:

- Overall marketing strategy

Mobile devices are extremely personal. Owners carry them everywhere, and during all stages of the buying process.

Given mobile’s “constantly-connected” attributes, you must understand the impact of making mobile information available throughout your entire marketing strategy. Your team should know:
o Which specific goals you want to achieve
o How the tactic will help achieve those goals
o What possible negative impact it could have

- Usage cases for your audience

Determine the ways in which your audience would, or already does, interact with your company on mobile devices. Put yourself in their shoes — how could they use a smartphone to learn more about you?

By checking your website’s analytics you may find mobile visitors are already accessing your site.

“I’ve seen anywhere from 5% to 20% of existing websites getting hit by phones today,” Snyder says.

- Media buying and budget

Your team also will have to consider where mobile marketing fits into its media budget and priorities. You will have to gauge investment and potential return while ensuring the overall media plan is capable of meeting its targets.

Some mobile channels are inexpensive to test. For example, your team could easily add a call-to-action to your traditional advertising to ask viewers to send you an SMS message or visit your mobile site. Others are more expensive, such as mobile applications, which can cost between $20,000 and $100,000 to develop a quality product, Snyder says.

Useful links related to this article

Members Library – Mobile Website Advice from Taco Bell: 5 Considerations to Reach More Mobile Devices

Members Library – Consumer Behavior in the Mobile Channel: 4 Trends Marketers Should Note

comScore: May 2010 U.S. Mobile Subscriber Market Share

Wordpress: Mobile plug-ins

Drupal: Mobile plug-ins

Facebook mobile

Mobile Marketing Association

ADOstrategies

This week the Android Platform was cited as the most shipped platform in the Smartphone Category in North America.  Given the fact there are very low-end products now being produced in regions like China and the rest of the world to house the Android Operating System, the momentum is absolutely incredible.

If they keep going along the same growth trajectory, they will be in a position to ship 1 Billion Android devices/ year by the end of 2011.   As we all have heard the statistic that over 50% of the US market will be occupied by Smart phones at that time, it is not surprising that a variety of low to high end Android devices could absolutely take over the marketplace globally. Where is Nokia in the battle of momentum and explosive growth? Where is Microsoft? Will there be another player to emerge? With NTT DoCoMo and Softbank in Japan embracing Android, it looks as though they have the momentum on thier side with this platform.  What will the world be like with (Free monetized by Adverting ) Google now in a position to enable access of the worlds information,  have all the data and in a unique position to monetize in new forms.

Apple is growing fast, but not as fast as they do not have that same multiplier effect of multiple hardware manufactures on their side.  Is it time for Apple to improve their growth strategy?  How interesting would it be for Apple to combine forces with another major Hardware manufacturer that is known for a different brand vertical and value proposition then Apple in this explosive world domination game.

We all know the fight going on between Flash and Apple over the iPad and iPhone……so it looked like we were going to see HTML5 as a potential  standard cross-platform for mobile and online potentially little faster then normal.  Blackberry 6 has brought WebKit and HTML5 to the world of mobile browsing, and Android keeps pushing the envelope with HTML5 evangelism even though they do have been a strong believer as well in Flash 10.1.

However, yesterdays news that Microsoft will not include HTML5 in IE7,IE8 might not have been the most strategic move even though there was the discussion of HTML5 in IE9.    In my opinion it is not HTML5 vs. Flash, but Developer vs. Platform we are talking about here. Now there is a very strong split between the camps supporting either HLML5 or Flash.    If Microsoft would have made the strong statement right away to move forward with HTML5, at least there would have been one platform for all that would bring mobile and online together in a very eloquent way today.  So Developer, it is just going to take time to get that consistency across all devices…..

In a diagram laid out by Tim OReily back in the end of last year, he showed the possibility of a unique convergence between Native and Browsing in 2010.

Well it looks like it is going to take more time.  Either Apple will come to grips and add Flash Support, or we need to wait on Microsoft to move a bit faster to integrate HTML5 support in existing browser platforms.

All and all, I believe in a couple years time we will see both platforms ubiquitous, so why all the fuss in 2010.  Why not make everything open and available for the web developer community and let them decide what is best.  At least this way we will not have inconsistencies for the end-users….or double to money and effort for developers