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Location-Based Advertising Dead on the iPhone?

February 6, 2010 by christianlouca

Author: Leslie Grandy
Published: February 05, 2010 at 10:19 pm

The process of getting an application approved through the iPhone App Review team and into the App Store can be a mysterious one for application developers. Many complain the app review process takes too long, the rules for acceptance are vague, and the reasons for rejection are too subjective. Apple does produce guidelines for submissions, which highlight best practices, tips, and rules to help developers successfully navigate the review process.

Earlier this week, Apple added a new tip about the use of location services for developers looking to get apps approved for the iPhone. According to the App Review team, the iPhone Core Location Framework, the programming interface that enables developers to “deliver information based on their location, such as local weather, nearby restaurants, ATMs, and other location-based information,” is not to be used primarily for targeted local advertising.

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The wording in the Apple post continues to secure Apple’s position as content editor, and not just technical reviewer, in the App Store approval process. “If you build your application using Core Location, make sure your app first asks users for permission before you use their location to provide targeted information,” the tip suggests. “Once granted, the information you provide must be beneficial.”

iPhone

What will qualify as “beneficial”? Apple goes on to clarify, “If your app uses this information primarily to enable mobile advertisers to deliver targeted ads based on user’s location, your app will be returned to you by the App Store Review Team for modification before it can be posted to the App Store.”

This comes as important news to the mobile marketing community, although the insight was buried in a series of notes aimed at helping developers. For many advertisers who wish to use mobile applications to engage with customers, mobile location data provides invaluable targeting information.

It’s a delicate balance of providing value versus being invasive, says Pat Binkley, VP of Engineering at mobile developer, Zumobi. Zumobi produces iPhone applications for partners and then monetizes the content with advertising. Binkley goes on, “I think in the case of applications that do not have a local component, you have to balance the perception of invasion of privacy and disrupting the user’s experience for the sole purpose of delivering local advertising to them.”

Apple’s recent purchase of Quattro Wireless, a leading advertising network and mobile marketing platform, has fueled industry pundits’ and software developers’ concerns about the intent and impact of this recent tip posted on the iPhone Dev Center. On Twitter, one software developer, @Oliverbo,  summed it up this way, “That spells trouble: Apple: Core Location Off-Limits for Serving Location-Targeted Ads http://bit.ly/dtNzcC /cc @feedly.” Some, likeAppleInsider, believe that through the Quattro platform Apple intends to restrain others from using a feature it plans to keep wholly to itself. Industry analyst Greg Sterling, also known as@gsterling pondered, “Is Apple Hoarding LBS Advertising?”

A December 2009 report published by Quattro Wireless, in partnership with DM2Pro, highlighted the importance of targeting capability to advertisers. When advertisers were asked what they considered the most important criteria for choosing an ad network, the ability to target segments of consumers was listed first.

Advertisers and agencies have been trying to monetize the emerging mobile application marketplace but have yet to broadly embrace one particular revenue generation platform. One digital marketing executive, Holly Brown, SVP of IPG’s MRM Seattle office, expressed concern that Apple is attempting to micro-manage the mobile advertising eco-system. “At a time when it’s more important than ever to engage consumers with relevant value, and to build monetization strategies for application developers, Apple seems to be interfering with the natural evolution of the market created between consumers, developers and brands (advertisers).”

Research

Location targeting is not only a tool to help small regional businesses, like dry cleaners and cafes, promote services, but it also aids in the discovery of national products available locally. Location-based applications often enable national brands to target local promotions at a store level and can help customers find their favorite franchise or store nearby prompting them to visit with a coupon or in-store offer.

Because they add a layer of relevancy to the ad content, advertisements based on location can be more productive for advertisers. Brian Wilson, VP of Marketing at application developer Point Inside, which develops iPhone indoor interactive mobile mapping applications for navigating malls and airports, is supportive of the Apple position. “From our perspective, Apple’s notice only serves to reinforce the value that Point Inside is providing and the methods we’re using to provide it.”

URL Link:

http://technorati.com/business/advertising/article/location-based-advertising-dead-on-the/

Posted in Information communications technology, Mobile Advertising, Mobile Applications, Mobile Handsets, Mobile Internet, Mobile Marketing, Smartphones, Technology | Tagged , , , , , , , , , , , | 3 Comments »

Augmented Reality for Mobile Advertising

February 6, 2010 by christianlouca

My Comment on the below article:

Augmented reality works well because it removes the need to actually text a keyword to a shortcode or take a picture to receive more info back.  The beauty of it is the user can be served some bitesize information, whether it is directional, promotional or editorial.  Enough info so that the user can decide whether to engage further.  For example, you are driving along the road and you see a for sales sign.  You stop the car get out your phone and hold it up to the sign, from here you get some top line info on the property, like number of rooms, if it has a garden and maybe even its price etc which is enough to decide if you want to arrange a viewing or even engage further to get some preview pictures of the property there and then through a clickable link to the mobile internet site of the estate agent.  This can be applied to lots of things, like bars, hotels, restaurants, pubs, clubs, parks, shops, coffee houses and more.  It is a very scalable which is why I think Augmented reality in the future will be big.  We are not there yet on the technology front and I even think our mindsets will need some work but this will all come with time.

Posted 06 February 2010 15:46pm by Tina Whitfield

What happens when brand marketers think of a mobile application the same way an ad? Solid revenue with exponential value-adds.

elephant ar

Think of an application as an item of inventory that’s exceptional because it is also can be a utility that enhances productivity and engages consumers with cool features.

The item of inventory can be sponsored, and the application can be sponsored, covering a white-label or co-branding.  There is no need for the brand marketer to invest in building an application and invest in marketing to support activation and engagement.  Rather, the brand marketer has a multitude of options that will yield a greater return on investment.

  1. Sponsor a pre-built application that is tested, optimized, and already enjoy a following on the market.  This is akin to sponsoring a sports and entertainment venue such as Monster Park, where the San Francisco Giants play.
  2. Sponsor a custom app built by professional developers with tremendous app design and execution as well as market strategy abilities.
  3. Co-sponsor or be one of several sponsors for an app particularly suited to multiple sponsors.

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What are the hottest advanced technologies in 2010 that are mobile market ready and waiting for sponsorship?  One such technology is augmented reality for mobile local search.

AA Browser

Additionally, brand marketers can take advantage of virtual billboards that are dropped into a real-time view.  The virtual billboards can be general or location-based such as the location-based billboards by Bionic Eye.

Bionic Eye

Augmented reality used in mobile advertising should reach beyond the cool factor and provide utility to enhance productivity in user’s lives. Mobile local search is one productivity tool that is proving to be a market success.

One of the most important user experience concerns for brand marketers should be quality. The length of engagement with the brand and repeat exposure to the brand through repeat use will only occur if the user found the experience pleasant. Yes, the term is “Pleasant.” There are many half-baked augmented reality apps that are cool and drive buzz, yet they are not pleasant and will not attract a loyal passionate following:  a primary goal of a mobile application that is used for marketing.

While augmented reality for local mobile search is the hot new productivity application, smart phones have the technology to enable video overlays of reality to bring pre-recorded actors and objects into camera frame of the real environment. This new creative for mobile TV commercials will open up new revenue possibilities with a new generation of consumers that expect this high-level of visual immersion.

Augmented reality is one of the keys to unlocking a profitable application marketplace in mobile.

URL Link:

http://econsultancy.com/blog/5397-augmented-reality-for-mobile-advertising

Posted in Customer Relationship Marketing, Digital Marketing, Display advertising, Industry News, Information communications technology, Internet, Location Based Services, Mobile Advertising, Mobile Internet, Mobile Marketing, Mobile Search, Technology | Tagged , , , , , , , , , | 1 Comment »

GSMA to boost mobile advertising with industry-standard mobile metrics

February 4, 2010 by christianlouca

Posted By, Eden Zoller @ Ovum

The GSMA, in partnership with ComScore, has released the first cut of what it hopes will become industry-standard metrics for mobile advertising. The metrics are based on anonymised browsing data gathered from all five UK operators’ subscriber bases. These behavioural metrics are complemented by some basic demographic data collected on an opt-in basis from a small panel of mobile users. The mobile metrics are currently confined to the UK, but there are plans to expand to other markets. The GSMA mobile metrics are a modest but much-needed first step and should be welcomed as they address one of the key factors that has slowed mobile advertising: the lack of standardised metrics for measuring audience engagement.

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The lack of a transparent, commercial framework has slowed growth

Mobile advertising has been with us for a decade but has yet to generate significant revenues. This is despite the fact that mobile as a channel has a lot to offer (rich user data, fine-tuned targeting, personalisation and interactivity, to name a few) and brands and agencies are without doubt interested. But for most brands outside the ranks of Coca Cola and Unilever, mobile advertising is still not an automatic part of their budget. A major reason for this is because the mobile advertising market has been very slow to create a well-defined commercial framework, which has resulted in a fragmented market and has made it harder for brands to do business. A cornerstone of this commercial framework is standardised metrics, and unlike print publishing, Internet and TV, there have been no widely established metrics in place for mobile advertising. This makes it a risky proposition for advertisers, which basically lack the tools they need to learn about user behaviour and measure audience engagement – both important elements in making the case for a clear ROI.

Foundations for a more robust mobile advertising market

ComScore collates the data on behalf of the GSMA and provides it to the advertising community along with associated tools. The data is independently verified by auditors ABC Electronics. The GSMA has been laying the foundations for the mobile metrics for the past 18 months. This includes looking at security and technical issues, as well as working with regulatory authorities and other industry bodies such as the Mobile Marketing Association and Internet Advertising Bureau to ensure a coherent approach.

The behavioural insights provided by the current metrics include the number of unique visitors, the number of page impressions and time spent on any given site. Additional features include the ability to filter by device features and a directory classification of sites (such as social media, travel or sport).

There are of course still gaps in the data, and the GSMA intends to address these with what appears to be a well thought through road map. For example, it intends to expand the metrics to other formats such as video, messaging, search and applications. Another objective is to expand the demographics, which are currently based on a small panel in the thousands. It will also work with market research firm TGI to incorporate the mobile metrics into a broader media mix. Alongside this is a commitment to roll out the metrics across other operators and geographies outside the UK – the GSMA is already in talks about this.

The GSMA has the goodwill of the industry behind it, and has created foundations that should see the metrics develop into a standardised tool with global reach. This will not in itself cause massive overnight growth in mobile advertising, but it should instil more confidence and hopefully persuade so far unconvinced advertisers that mobile advertising has finally come of age.

URL Link: http://www.ovum.com/news/euronews.asp?id=8372

Posted in Industry News, Information communications technology, Mobile Advertising, Mobile Applications, Mobile Gaming, Mobile Handsets, Mobile Industry News, Mobile Internet, Mobile Marketing, Mobile Phones, Mobile Search, Mobile Technology, Technology, Telecommunications | Tagged , , , , , | 2 Comments »

Three hints cut price mobile internet charges abroad (Thank God, please operators make this happen: after my £240 email data charge for two days)

February 3, 2010 by christianlouca

My Comments on the below:

The operators have all been too slow to do this.  The cash cow of mobile internet international roaming data charges needs to stop.  Just recently after my visit to a Christmas office party in Germany, it led to me being hit with a massive £240 data charge on top of my £7.5o per month unlimited data package.  Why? Why? Why?  How can the operator justify this cost when I was mainly receiving emails.  Imagine what the cost would be if I had used the mobile internet or applications?  Which of course they encourage you to do so. My comment to the operators is: sort your prices, make them realistic, be transparent and integral to the growth of the industry.  At the moment you are holding it back!

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I won’t name and shame the operator but I do like fruit!  I would love to hear from anyone with similar stories.  If you agree, please support this message and tweet/share it so the operators get the message.

As a final note: Glad to see Kevin Russell is taking a step in the right direction.

Posted By, February 2, 2010 1:00 pm by Ben Sillis

Three’s UK boss, Kevin Russell, has laid into roaming charges for using your phone for internet and email abroad, labelling the practice “stupid” and “ludicrous”, and hinting at a consumer campaign to abolish it.

The EU and big phone networks are slowly starting to see sense about the merits of not charging an arm and a leg for phone calls made abroad, but with charges as high as £3 per megabyte abroad, flicking on push email on your mobile or even just loading a few web pages on the continent is dancing with death, or a three digit phone bill at least.

But Three UK’s CEO signalled he wants to put an end at a speech to journalists in London this morning, when he showed the disparity between data rates in the UK and abroad (£15 for 5GB on average in Blighty, but a whopping £6,250 in the EU) in a slide (pictured), and called the practice “stupid”.

URL Link:

http://www.electricpig.co.uk/2010/02/02/three-hints-at-cut-price-mobile-internet-charges/

Posted in Industry News, Information communications technology, Internet, Media & Entertainment, Mobile Advertising, Mobile Handsets, Mobile Industry News, Mobile Internet, Mobile Marketing, Mobile Phones, Technology, Telecommunications | Tagged , , , , , , , , | Leave a Comment »

Is the Day of Tiny Ads Finally Here?

February 1, 2010 by christianlouca 

Posted By, ERIC PFANNER @ New York Times, Published: January 31, 2010

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Every year around this time, a few brave forecasters declare that advertising on mobile devices is poised to become the next big thing in marketing. And every year, the results disappoint.

But this year, with technology powerhouses like Apple and Googleintroducing whole new mobile devices and buying up ad firms specializing in the small screen, the forecasts may finally be right.

By now, the sales pitch is familiar: The mobile phone offers advertisers all the benefits of traditional Internet ads, including the ability to track their effectiveness. And it lets marketers reach consumers on the go, on a gadget they clutch intimately.

Why, then, according to Juniper Research, did worldwide spending on mobile advertising last year amount to only $1.4 billion — less than one third of one percent of total ad revenue?

For one thing, some marketers remain wary about trying it, for fear of annoying consumers by intruding on their personal space. A technical toolbox poorly equipped to work with small screens has also hurt; after all, banner ads the size of thumbnails don’t make a big impression.

Industry analysts say that now, with the introduction of Apple’s iPad tablet, an entirely new approach to mobile ads could be near.

That is because the iPad, a cross between a laptop and an iPhone, looks more like an iPhone from an ad perspective. It does not support Adobe Flash, the software used for much PC-based advertising. So, to make their ads available to iPad users, marketers may have to develop new kinds of ads, rather than simply adapting existing Web ads.

Apple, seeing big potential in mobile advertising, recently agreed to acquire a specialist in that business, Quattro Wireless. That followed a deal by Google to buy one of the largest players in the field, AdMob. The combined $1 billion-plus cost was of a scale not previously seen in the world of advertising on the tiny screen.

“It’s a pretty exciting time for the market,” said Oliver Roxburgh, managing director of the British operations of YOC, a mobile ad agency. “It’s starting to grow up a little.”

Mr. Roxburgh’s enthusiasm has been buoyed by the efforts of Apple and Google and is shared by a growing chorus of industry experts.

Indeed, Windsor Holden, a principal analyst at Juniper Research, predicts that mobile ad spending worldwide will more than quadruple, to $6 billion, by 2014. And he does not shrink from the prediction.

“Everybody has been hoping for about the last five years that the next year would be the one when mobile advertising takes off,” Mr. Holden said. “There are a number of pointers to the possibility that this will be the year when we get some significant traction.”

A version of this article appeared in print on February 1, 2010, 
on page B4 of the New York edition.

URL Link:

http://www.nytimes.com/2010/02/01/technology/01cache.html

Posted in Display advertising, Industry News, Information communications technology, Mobile Advertising, Mobile Industry News, Mobile Internet | Tagged , , , , , , , , | Leave a Comment »

Smartphones leading the handset industry out of recession

February 1, 2010 by christianlouca

Posted By, by Stuart Dredge @ Mobile Entertainment

Strategy Analytics hails record 53m smartphone shipments for Q4 2009

'Smartphones leading the handset industry out of recession'

53 million smartphones shipped globally in the fourth quarter of 2009, according to Strategy Analytics. That’s up 30% year-on-year.

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The company’s report is based on financials from the various handset makers.

“This was the strongest period of growth since Q3 2008 and smartphones are leading the handset industry out of recession,” says senior analyst Tom Kang.

“Sales are being driven by stronger consumer demand and a stream of attractive new 3G models tempting buyers into retail stores.”

It’s good news for Nokia, Research In Motion and Apple, who increased their global smartphone market share to 39.2%, 20.2% and 16.4% respectively (that’s 20.8m, 10.7m and 8.7m units).

Of those, Apple showed the biggest growth, up from its market share of 10.8% in Q4 2008.

Smartphones from other handset makers shipped 12.8 million units in Q4 2009, taking a market share of 24.2% – down from 33.6% in Q4 2008.

“The smartphone market will become ultra competitive in 2010,” says director Neil Mawston, though.

“Samsung and LG have ambitious plans to grow volumes and expand their app stores, while emerging players like Dell and Huawei are strengthening their device portfolios and courting major operators.”

URL Link:

http://www.mobile-ent.biz/news/35831/Smartphones-are-leading-the-handset-industry-out-of-recession

Posted in Industry News, Information communications technology, Mobile Handsets, Mobile Phones, Smartphones, Telecommunications | Tagged , , , , , | 1 Comment »

Mozilla releases its first mobile Firefox browser

January 30, 2010 by christianlouca

Posted By, by Jessica Dolcourt, January 29, 2010 6:15 PM PST

Mozilla has been steadily creeping towards it goal of releasing the first Firefoxbrowser for mobile phones. On Friday, Firefox 1.0 for Nokia’s Maemo–previously code-named Fennec–arrived.

Fennec logo

Firefox for the Maemo 5 platform has a few interesting conceits that set it apart from other mobile browsers, like Opera Mobile and Opera Mini. Mozilla is banking on the uniqueness of its claim to fame–third-party, customizable browser extensions–to help its browser win mobile market share. Add-ons, after all, helped make Firefox the top browser alternative to Internet Explorer in the desktop space. To punctuate the importance of add-ons for Firefox’s mobile browser, Mozilla also pushed out on Friday the general release of its bookmark and history-syncing extension, Weave Sync 1.0, for both desktop and mobile.

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Mozilla’s accomplishment with a mobile version of Firefox is a mixed one, and not only because Maemo is a platform relatively few people have heard of. Nokia’s open-source, Linux-based Mamo operating system supports mobile Firefox on just two devices–the N900 and the N810, an Internet tablet. To make matters more limited, just two days ago Mozilla unveiled a third release candidate with a last-minute decision to pull wholesale support for Adobe’s Flash plug-in from the build, citing unhappiness with the overall standard of quality. As an aside, this is apparently a sore spot for Adobe, who became miffed with Apple for excluding Flash in its new iPad device about the same time that Mozilla made its comment about degraded performance when visiting Flash sites.

Yet what kind of mobile browser would Firefox be if users couldn’t watch videos or adequately view Web sites that heavily rely on Flash? Not a browser anyone could take seriously. As a workaround, Mozilla has released an add-on called YouTube enabler, that early adopters can install to view YouTube videos. Mozilla is hoping t work out other solutions for those who are wary of optionally installing the Flash plug-in, but still want to see select Flash-based content.

Luckily for Mozilla, a relatively small sliver of the mobile phone-toting population actually has one of the two compatible devices, so there’s time to smooth out Firefox before it matures on another mobile platform. Windows Mobile is slated to be next, with Android to follow. You can download Firefox 1.0 for Maemo here, and read more details in Mozilla’s blog post.

URL Link:

http://news.cnet.com/8301-17938_105-10444754-1.html

Posted in Information communications technology, Mobile Applications, Mobile Handsets, Mobile Industry News, Mobile Internet, Mobile Technology, Smartphones, Technology | Tagged , , , , , | 3 Comments »

Cisco: supercharge the mobile Internet

January 30, 2010 by christianlouca

CISCO

This looks really interesting.  I was made aware of this webcast and thought I should give it a plug on my site. Details below.

What’s possible when you supercharge the mobile internet?

Prepare for new developments from Cisco that will help service providers create new experiences.

On February 9, 2010, what’s next will help enable new services, reduce costs and transform businesses.

Here is a link to register for the up and coming Cisco webcast:

http://www.cisco.com/web/solutions/sp/ip_ngn/index.html

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Posted in Industry News, Information communications technology, Mobile Internet, Mobile Technology, Technology, Telecommunications | Tagged , , | 1 Comment »

Mobile advertising outlook 2010

January 29, 2010 by christianlouca

Justin Davidson, senior analyst at FirstPartner, outlines some key mobile trends to look out for in the year ahead.

Smartphones2009 proved a challenging year for advertising as a whole, with many types of media struggling for revenue. At the beginning of 2009 the difficulties facing mobile advertising looked formidable as it was a small sector attempting to grow in a wider arena that was shrinking. However, while there have been a significant number of challenges for mobile media owners there has been growth and the potential for 2010 is looking even better.

Mobile advertising will see growth of 38% in 2010

FirstPartner has forecast that UK mobile advertising will be worth £61 million in 2010, having grown from £44 million in 2009. This growth will be fuelled by a number of factors. Firstly, the growing number of smart phones and how they change consumers’ use of mobile internet. Secondly, brands are beginning to grow in their understanding of mobile advertising and how it can be used. The growth will not come from one advertising format but from across the board, strengthening mobile advertising as a whole as it is not dependent on one sector. Further education of the market and a stronger sales capability of media owners will help reinforce this growth.

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2010 is looking a brighter year than 2009, and Google is helping growth on two counts

A significant factor that will further drive growth in 2010, presuming it is approved, is the purchase of AdMob by Google for $750 million. This has demonstrated Google’s intentions with mobile and Google’s sales reach will help bring on board many advertisers who were previously apprehensive or unaware of mobile. Another significant event that will help growth in 2010 has been the introduction of the Android platform, which will help fuel the overall growth of smart phones, through its PR and own sales. As more smart phones come on the market the amount consumers use mobile internet increases, fuelling the growth.

Paid for searches will continue to be the largest advertising format

The largest ad format, that will also see very strong growth, is paid search. As with the fixed web these are paid listings displayed in response to entry of a search term in a mobile search engine. We forecast UK revenues will grow 33% and will grow from £21 million in 2009 to £28 million in 2010 the number of users seeking to find services when out, partly through the growth smart phones, will drive this growth.

While mobile applications grow, the advertising revenue they will bring in still remains a question

There is no doubt that mobile applications are popular on the iPhone, and are likely to be just as popular on Android, and other smart phones. But can they drive significant revenues? How individuals choose to use applications is the biggest question being raised, as this will have an effect on future revenues. Essentially users might download many applications but then fail to use them, hence large revenues will not be achieved. Crucial to the success of applications from an advertising perspective, and mobile advertising as a whole, is ensuring that relevance of adverts for the consumer is maintained.

Work is needed to ensure continued growth

During 2010 there are some potential stumbling blocks that could hinder the growth of mobile advertising. The main stumbling block is persuading brands that mobile advertising can bring them a ROI, though the upcoming GSMA release of metrics will help. Another potential hindrance to mobile advertising’s development is a mobile divide, between those who have easy access to the mobile internet and smart phones, and those who don’t. As a percentage, iPhone penetration is still relatively small, and while new smart phones appearing on the market will help the situation, there is still going to be a significant number of people who aren’t easily able to access mobile internet. Not reaching all of the population could stint growth as brands are apprehensive about investing in a medium that has limited scalability. Agencies and operators need to ensure that they develop means of reaching all types of consumers on mobile, not just through applications or sophisticated mobile internet sites. However, progress is being made and the industry continues to strive forward by educating the market and media owners are refining their sales strategy.

URL Link:

http://www.iabuk.net/en/1/mobileadvertisingoutlook2010290110.mxs

Posted in Mobile Advertising, Mobile Applications, Mobile Industry News, Mobile Internet, Mobile Marketing, Mobile Search, Mobile Technology, SMS Advertising, Telecommunications | Tagged , , , , | 4 Comments »

Why the Apple iPad launch was the worst kept secret ever

January 29, 2010 by christianlouca

Posted By, By UTalkMarketing Editor, Clark Turner.

Why the Apple iPad launch was the worst kept secret ever

It’s been one of the most anticipated technology product launches in years with Apple trying to keep details of the iPad closely under wraps for the big launch announcement.

However, come the big unveiling, we pretty much knew what was coming. After all, we’d seen the iPad in action and knew about its basic capabilities, all thanks to a number of videos conveniently released on YouTube.

With Steve Jobs’ big announcement the biggest piece of news was simply learning that what some had been calling the iTablet, iTab, iSlate, or Apple Slice, was in fact called the iPad.

Apple’s multi-million official marketing and PR drive will now begin in earnest but thanks to journalists and bloggers the job has in making the iPad one of the most desirable products on the planet has mostly been done.

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The reason? A series of’ leaks’ driving speculation, conversation and word of mouth buzz.

We know for a fact that before the official launch a number of iPads were released for trial and we can safely assume that people working on the project and any outsiders involved signed NDAs.

But Apple being Apple, everyone is interested in talking about what they will get up to next. Their products are cutting edge, cool and sexy. Just a leaked word here and there is enough to prompt a global dialogue.

Then there’s the video footage. Films of the iPad in action have been live on YouTube for the past month. We can be sure that the NDA included a clause on not filming the iPad in action and posting the footage on YouTube. But all the same it happened.

The Apple police could have quite easily stepped in and had all footage pulled before the big launch. But they didn’t. The reasons are clearly obvious. Why pull valuable PR that has cost you nothing and is generating huge pick up? All the more importantly, why pull PR for a product that people are buying into before it’s even become available.

MD of Resonate PR, Michael Frolich, said that Apple were a notoriously closed shop, keeping a tight rein on all their comms.

“That said,” he told UTalkMarketing, “before the reveal, the buzz and hype was huge. It if wasn’t planned, it should have been. But it’s created the noise that any technological launch requires with the involvement of Steve Jobs playing a critical role.

“There must have been an element of seeding which was planned, but Apple know that once something is leaked it goes wide and are also aware what happens when the technology is bad on the back of previous launches.”

Frolich concluded, “Apple are very good at recovery in the face of a backlash and evolving products, but they know iPad will redefine how we will all use technology in the future.”

According to Tim Greenhalgh, a PR consultant at Liberate Media, “No one does desire like Apple, and no one presents desire as well as Steve Jobs.”

“Apple are past masters of this, teasing consumers by telling them their products are the best thing ever and then creating a piece of theatre when they unveil them so people believe them.”

He added, ”I don’t believe Apple wanted iPad images leaked in advance of the launch. But it happened. I don’t believe Apple had a PR masterplan. What we saw was a lockdown of communication in advance of the official launch, before the big announcement.”

For Paul Maher, Director of Positive Marketing, however, this launch has been the straw that broke the camel’s (or Apple’s) back.

“Apple’s usual tactics are paranoid pre-launch secrecy, over-delivery on expectations and product excellence,” he said.

“They got the first two very wrong as the world was abuzz with rumours, which Apple presumably thought was good, however they then could not over-deliver and so fact did not. I see bloggers and press talking about the lack of Flash support and USB sockets, despite the positives about screen and form factor.”

Maher added, “This stoked the feminine hygiene jokes about the iPad brand and ultimately a backlash. Now they have achieved celebrity, perhaps a review of the ‘Mega-launch’ might be in order.

“I would suggest local launches on a more frequent basis, a clear move from gadget to workhorse in their positioning and back-to-basics on over-delivering, if they want the world to pay attention to their next Macbook.”

So has it been a strategy that’s paid off? Director of DWP PR, David Pippett, has no doubts that it has.

“When measuring if it has been a successful strategy, you only need to look at the front page of the FT. The headline ‘Jobs unveils ‘revolutionary’ iPad as Apple steps up pressure on rivals’, with an almost perfect product picture of Jobs with the iPad,” he said.

“Considering serious national and political stories such as the Iraq enquiry, the Northern Ireland deadlock and an end to quantative easing were vying for the front page, I would call it a great success.”

But when you create so much hype can you ever live up to it? For Danny Whatmough, PR Consultant at tech PR agency Wildfire, the answer for Apple on this occasion is a resounding ‘No’.

“There was a problem with the fact that the rumour mill took everything a little out of proportion,” he said.

“A lot of the reaction today has been of slight disappointment as many of the rumours were unrealised.”

Whatmough added, “However, in the long run this slight negativity is unlikely to have any effect on sales or their brand image.”

Regardless, the marketing landscape has been fundamentally changed for the industry.

“For me, the iPad certainly presents a different concept for advertising compared to what we are used to on the mobile. It will of course present advertising opportunities for apps but this device is positioned for online browsing rather than on the go mobile internet,” the UK MD of mobile marketing agency YOC, Christian Louca, told us.

“For the publishing and gaming industries alike, I can certainly see why they are getting excited about the new device as perhaps they see this as a new format from which to generate more revenue, and why not.  Give a good user experience and charge for it.”

See how Apple built buzz in the lead up to launch in the graph below.

iPad_searchGraph

URL Link:

http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=16688&Title=Why_the_Apple_iPad_launch_was_the_worst_kept_secret_ever

Posted in Industry News, Internet, Media & Entertainment, Mobile Advertising, Mobile Applications, Mobile Gaming, Mobile Industry News, Mobile Internet, Mobile Marketing, Mobile Technology, Online, Technology | Tagged , , , , , , , , , , , , | 3 Comments »

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