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The story behind Google SwitchNovember 13

For this story I’m taking you back to an age long long ago, before the release of the Samsung Omnia, Blackberry Bold, T-Mobile G1 and iPhone 3G, even before the release of the Nokia N95 or the iPod Touch. Let me take you back to August 2006…

Around this time students Egbert Veenstra, Sytse-Jan Kooistra and Sam Baas were philosophizing about a new school project they had to work on. And as they were having a drink and a laugh in the summer sun they came up with the perfect idea for their project. They realized that the phone as we knew it back in 2006 could be so much more and wanted to develop a new revolutionary phone. Well, develop…they obviously did not have the resources to actually build a new

How online brands stay away from mobile and give operators even more powerOctober 20

Operator portals were doomed to disappear when the walled gardens opened up about two years ago, but after the rise of the smartphone and introduction of unlimited data packages they are doing better than ever. Still, most of the mobile internet use takes place within the borders of these portals. The predicted growth of off portal inventory goes much slower than predicted.

Smart mobile start-ups

However, it must be noted that a couple of smart mobile startups did a great job filling up this new space. Mobile-only communities like Itsmy.com, myGamma, and Flirtomatic are growing rapidly these days. Their big advantage is the painful absence of the bigger brands on mobile Internet, which results in most of the off portal advertising budget ending up in their pockets.

No mobile versions

On the other hand, this is exactly what’s withholding mobile media buyers to spend more budget off portal. Most established websites do simply not offer a mobile version of their successful online product. This is why media buyers who represent big consumer brands don’t want to spend budget off portal. Brands attrac

I’m The Next Web’s new mobile editor!October 19

A week ago I suddenly realised that this blog is a way for me to show what I can do and what I know. A so-called portfolio blog. I never had the intention to grow a big audience here. I just needed a site to point people to that are interested in me or my work. However, after a while I became a bit disappointed about the lack of comments at my blog. Although I was completely aware that I wouldn’t get a big audience without daily blogging and some SEO work, I started to miss an audience to share and discuss my views with. At that moment I decided to contact a close friend, Ernst-Jan Pfauth, editor in-chief of The Next Web, to ask him if he could use some expertise on mobile on The Next Web. Fortunately his answer was positive.

Nothing will actually change here, everything I’ll write on The Next Web will be found here as well. Even a bit more (like this nice little post). If you have never heard of The Next Web (shame on you) do pay us a visit (and bookmark and/or subscribe to the RSS feed). The Next Web is best descri

Mobile is going to be big (really!)October 2

According to most mobile marketeers the last ten years were all ‘the year of mobile’. Every year again they were telling that ‘mobile is really going to take off this year’. Well, since the end of 2007 I’m working in mobile and I think I’ve stepped in at the perfect moment. Although mobile marketing revenue might not be flying in at the moment, 2008 has until now really been the year of educating agencies and advertisers. Most of the big brands have run a trial campaign by now, and most of these campaigns gave a reason to proceed spending advertising budget on mobile. It makes sense to predict that in 2009 mobile marketing will manifest itself as a frequent part of the media mix.

Last Tuesday I attended a mobile marketing roundtable at the offices of MVNO Blyk. In this two hour discussion among thirty mobile experts it became clear that the mobile marketing industry is still not fully understood by agencies and advertisers. Because of the multiple mobile marketing possibilities, agencies and advertisers tend to get confused and switch off. (more…)

The 3 M’s of the Mobile AudienceSeptember 29

Last week at Ad:Tech in London I witnessed an interesting presentation by Jana Eisenstein, General Manager at ScreenTonic, a mobile advertising sales house owned by Microsoft. Although the content was all pretty generic for someone who’s already working in mobile advertising (but we’re still evangelizing so great job!) I can’t get one thing out of my head. The three M’s of the mobile audience:

1. Married to their mobile phone.
2. Motivated to find the content they’re looking for.
3. Multi-location, they’re always on the move.

Always a good one for a presentation or media pack!