Posts Tagged ‘Image Search’

Mobile Platforms, Developer Choices & Infrastructure Disruptors

Saturday, October 10th, 2009

I was having dinner the other night at Eastern Standard with a former executive of Nokia’s Ovi Store and, among other things (like hamburgers & beer), we were discussing the rapid pace of change in core enabler technologies that will cause significant shifts in how and where mobile application developers decide to spend their time and creativity.  For example, Android is becoming a superstar because developing on it is so much richer than, say, Symbian.  The iPhone, darling developer platform of 2008 and 2009, offered economic hope and independence to developers, but now that the data reports are saying it’s a lot harder to monetize than previously thought, developers will be susceptible to new “platform” enticements from other device makers and wireless carriers.  Just wait and see what unfolds in 2010.

It’s a safe bet that Android is only going to grow in reach, features, and overall attractiveness to both consumers and developers.  Motorola, for one, is clearly making bold bets on Android.  Samsung is probably not far behind.  Thus, the implications of developers supporting Android to the detriment of Symbian, or vice versa (not really, though, right?), will have significant impact on the strategic choices of carriers, handset makers and the myriad of others who throw their weight in any given direction depending on what the development community, a strong, albeit often disconnected force in mobile, does.

Now, in fairness to Nokia, they’re far from betting the farm on Symbian.  In fact, a few months ago when Nokia sold its “Professional Services” arm of Symbian to Accenture, I suspected, for a fleeting moment, that it could be a harbinger of something unthinkable – the Fins supporting Android (even though the ostensible reason for divestiture was to create a sense of distance from Symbian and encourage its wider adoption in the face of Android et al.).  That’s probably not going to happen, but things can change in the blink of a hurricane’s eye in the mobile hemisphere, and like many mutating species of historical significance, there are often strange bedfellows that are hard to explain.

Enter Maemo, an open source development platform powering a growing number of future devices including Nokia’s tablet initiatives.  Could Maemo be poised to take over Symbian’s place?  Supporting 400 million devices sure would be easier if there weren’t so many unique gotchas left over from an OS of a bygone era.  Not that retrofitting Nokia devices will ever happen, but with strong distribution assets around the world (in particular India and China – the mega Mobile Internet growth markets by any measure), it would certainly make sense to pump those channels with an OS ready for the future rather than one that dwells on the past.  Supporting Maemo across the board might make a lot of sense to the anti-Android crowd.

If that happens, or rather, when that happens, Android and Maemo could be the dueling mobile developer platforms.  In the meantime, the iPhone hype machine is a monster in terms of media sex appeal, but with an app store process under increasing heat from disgruntled, disenchanted developers, we’re all likely to see more experimentation in other mobile combinations.  RIM and the glorious BlackBerry (my Internet device of choice) remain the corporate incumbent, but what happens when Microsoft Office running on Maemo gets a swell of Nokia-Microsoft-Intel marketing dollars?  That’s a powerful triumvirate.  Could they all be friends long enough to cement a global throw-down in hardware, software and ancillary, but huge markets like mobile marketing and mobile payments?  Would it be too risky a course (alienating valuable partners) considering that PC makers like Dell, Toshiba, Lenovo and Samsung are making fast inroads in the quasi-handset device space like netbooks and beyond?  WinTel managed to stay above the fray for the last few decades, but that was before the dawn of entirely virtual computing, cloud-based storage, and nearly 100% mobile access for regular, if not first-time video & picture hungry Internet carnivores.

Looking out over the horizon and trying to determine the places where new technologies and awesome infrastructure improvements meet is no perfect science, but it helps to keep a sharp eye on some of the core innovative B2B players that make the mobile world hum.  Huawei, Cisco, Alcatel, Qualcomm, Ericsson, just to name a few, are all doing exciting things for the circulatory and nervous systems of Mobile (the ROYAL MOBILE).  Equally important are the legions of startups cranking away on next-gen enabler technologies.  Additionally, carriers around the world are bracing for more data tsunamis as smart phone penetration rates race upward. We’re just seeing the tip of the iceberg in terms of video and image data crisscrossing Mobile2Mobile, Mobile2Social, and Mobile2Search.

I’ve been keeping an eye on a few areas and companies that will serve as enabling components to future mobile apps, and of course, Pongr is committed to visual recognition as a search technology that will enhance the user experience for all sorts of mobile initiated queries.  In no particular order, here are a few noteworthy elements that are worth considering, if nothing else, when planning a new initiative into mobile applications: bandwidth, data pricing plans, network portability, handset hardware (screens, keypads, cameras, chipsets, etc.), the FCC and “Net Neutrality” issue, and the wedging of social networks like Twitter and Facebook into B2C marketing efforts.

There’s a lot of permutations that can and will occur when it comes to device makers, carriers, applications, new technologies, old technologies applied at the edge of new spaces, and business decisions to squeeze the most value of out existing assets.  The following two clips are not exactly 100% tied to mobile, but they’re both illustrative examples of software, hardware and infrastructure advances that will shape the way the world connects.  And frankly, both of these companies, Verizon and Google, are leaders in all aspects of mobile – so this gives some insight into the level of commitment and determination each has in growing significant business opportunities – as well as delivering substantial value to end consumers/users/customers.

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Print Media: Everywhere and Nowhere Until Linked to Digital

Tuesday, June 9th, 2009

Are images more pervasive than mobile phones?  Definitely. Images, pictures, icons – static and dynamic – they’re all around us in so many shapes and forms. From a marketing perspective, imagery provides a medium through which ideas, emotions and offers can be directed at passersby or readers. The power of image based advertising is nothing new. In fact, for centuries marketers have spent tons of time and money on making image display advertising work effectively.  However, Pongr asks if image advertising like print ad media is really doing all it can to take advantage of the opportunity to connect with people in a meaningful way?

Print advertising should be a two-way street when it comes to communicating ideas and emotions with consumers. Unfortunately, the critical feedback loop of communication is almost always lost because there’s been no easy way to quickly and efficiently close the loop on print advertising.  Communication is, by definition, a two-way street.  Savvy media buyers are embracing the more interactive tools of viral and social marketing on the Internet so they can stretch their marketing dollars and get more bang for their buck.  Print media is still an excellent marketing channel when harnessed correctly, but why not take the effort to make it interactive with mobile users and link print advertising to the rest of our digital lives?

Follow Pongr on Twitter @PongrBoston

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Pongr Ad & Billboard Recognition

Wednesday, April 15th, 2009

Mobile Marketing & Image Search

Saturday, November 22nd, 2008

Mobile marketing is one of those big, hairy, fuzzy beasts that no one seems to really have their arms around, yet. Everyone knows that it’s coming, it’s going to be a major part of how brands market and sell products and services, but few retailers, publishers or advertising agencies have a crystal clear sense of exactly what “mobile marketing” means for their business. In particular, the print media and the social media landscape is teeming with change – some good, some bad – and risks and rewards abound.Mobile camera phone

SMS oriented marketing has been producing amazing results for brands that have executed it well and tied SMS calls to action into an integrated marketing campaign.  Although, for many, SMS has been an expensive and complicated pursuit into mobile marketing and the payoff has yet to materialize. For brands that have executed SMS well, the click-through rates have been astounding. We expect those leading-edge adopters to be among the first to try image search enabling their print media.

Like most new media marketing techniques, the results have varied based on creativity, execution and overall integration into a holistic brand management strategy.  Social media marketing has picked up a lot of momentum in 2008 and it looks like it’s going to be a strong piece of integrated interactive media campaigns moving forward. The number of brands on Facebook are growing rapidly, while Twitter is becoming an increasingly popular way for raving brand fans to communicate with one another, and in some cases, the brand itself. Twitter has made social interaction with brands faster and easier than ever.

OK, so you’re probably asking what this has to do with mobile marketing and image search, right? Well, the answer is that mobile marketing is the “big picture” next step in the evolution of integrated marketing campaigns and image search is how we’re going to get there. You see, consumers, brands, advertisers and social media mavens have made it clear that simple, fast, elegant ways of expressing their interests are what ultimately stick in the marketplace. Perhaps the most important part of that is the SIMPLE part.  If it’s easy people will try it.  If it’s hard, forget it. What better way to make linking the physical world of print media to the digital world of the Internet and social media than to leverage pictures…red-robot

The science behind image search is definitely not trivial, but Pongr can execute and integrate image search into the existing world of print and online media so that the link via image search is elegant and seamless. So, think of it like this, 90% or more of the consumers buying new mobile devices in the United States will have cameras on their mobile phones by mid 2009. Those users are fully embracing the notion of using their phone to take pictures of their friends, places and stuff.  Picture sharing through mobile has become one of the fastest growing major attractions for Facebook and other social networks.  The message is clear: people like taking pictures from their cell phones.  For marketers looking to tap into the promise of mobile marketing, what better way to actually execute an integrated media campaign than tying together print advertisements with a mobile call to action and links to the digital world!

This may sound a bit pie in the sky right now, but the pace of “what’s possible” on mobile is moving so fast that there is 100% certainly that mobile marketing will start to take shape in aggressive, ubiquitous, practical ways through 2009 and 2010. A few years from now, we will be beyond the questions of “how do I leverage location awareness in mobile marketing campaigns?” and “how can I extend the reach of print media to social networks?” and we will being to wonder what’s next…

As the entire team at Pongr embarks on a journey to help bring practical mobile marketing solutions to brands, agencies and publishers looking for smart partners (that’s us!) that can help provide better service and deeper insight into consumer trends on mobile and social networks, we will be sharing our thoughts and experiences in mobile marketing and image search through this blog.

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Pongr on bnetTV at CTIA

Tuesday, September 23rd, 2008

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