Berggi releases new mobile advertising platform

Berggi, a mobile applications provider, has launched its own mobile advertising platform called Ads@Berggi. This platform is considered groundbreaking in more than one way by a lot of people. So, I took a look at its press release. I must say, I’m impressed. Here’s what it offers.

1. Ads@Berggi aims to help mobile application providers by monetizing their mobile traffic. As simple as it may sound, this concept of monetizing mobile traffic has lots of issues and there are very few providers who are actually able to convert their traffic reasonably well. So, this platform aims to simplify the process to a great deal.

2. Users will be able to connect with the advertisers whenever they want to without leaving the mobile application that they are viewing. This is considered a good step in taking interactive advertising one step closer to mobile users.

3. Ads@Berggi also focuses on behavioral targeting rather than profile targeting. So, instead of sending ads to users based on their profile information, advertisers can send ads based on users’ usage patterns.

4. Most importantly, Ads@Berggi allows advertisers to choose where they want to place their ads in the mobile application. This is not possible with any other platform as of now, as advertisers are usually limited to place ads only at the start or at the end of an application. So, with this platform, they will be able to place ads wherever they want to within the application.

While I’m okay with all the other points, the last point is of great concern to me. Whenever a user views a mobile application, he usually does so with great interest and doesn’t like to be disturbed with ads. The current setup, showing ads at the start or at the end of the application, works fine with everyone including yours truly, as it doesn’t disturb you in the middle of the application. I for one can’t imagine ads popping out while I’m busy viewing something. So, I’m not sure how people will respond to this type of ‘liberal advertising’ from Ads@Berggi. Nevertheless, it’s a good ad platform.

Categories: Cell Phone Advertising, All things mobile phones.

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Apple and Google woo mobile application developers

Things have never been better for software developers. Both Google and Apple have announced mega buck contests for mobile software developers around the world and not surprisingly, the response has been great with scores of developers around the world working hard to come up with groundbreaking mobile software.

Google’s Android Developer Challenge promises $10 million in total prize money while Apple got Kleiner Perkins Caufield & Byers (KPCB) to invest a whopping $100 million in iFund to develop software for iPhone.

Though, on surface, it looks like an even competition, Apple has got the upper hand at the moment as developers are more interested in Apple. The reason is obvious. Apple iPhone has got a huge customer base. So, if you, the developer, come up with a useful mobile application, you’ve got millions of takers instantly. Also, you can sell your application in Apple mobile store. So, instant recognition, lots of money, and of course lots of fame are what you get at Apple.

Google, on the other hand, has got its own plans. It has already announced a $10 million dollar contest for developers and it might also set up an Android fund with similar VC backup. Also, experts feel Google might have the upper hand in the long run due to two reasons. First reason - KPCB announced Java fund during the dot-com boom but nothing fruitful came out of it. So, some developers think the $100 million dollar deal with Apple is more of an eye candy. Second reason – Though Apple dominates the market as of now, Google will surely overtake Apple and in future, Android will most likely be the most sought-after operating system for mobile phones.

If you are a developer, you better get started. For once, money is there for the taking, literally. So, which side are you on?

Categories: Cell Phone Advertising, Google, Apple iPhone, All things mobile phones.

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Iamota Impact - Mobile marketing service for retailers

Iamota, a mobile application service provider, recently launched a service called ‘Iamota Impact’. This service is targeted toward retailers and small business owners and it will help them come up with effective mobile marketing campaigns. Iamota is confident that their service will find lots of takers as mobile advertising is considered hot in the retail sector.

With this service, retailers will be able to create an account in Iamota’s website. Through this, they will have access to a number of mobile users with whom they can interact and try to sell their products or services. They can send text messages with product information, discount coupons, contests, polls, and so on. All this is done on an opt-in basis, which means mobile users will have the choice to opt in or opt out of any of these marketing campaigns. This means a win-win situation for both the retailer and the end user. While the retailer is able to target his consumers more effectively, the consumers have the right to either accept or deny his offers, thus making it extremely easy for both the parties involved.

As of now, this service works with Alltel, AT&T, Boost, Sprint, T-Mobile, Verizon, and Virgin Mobile. The makers of Iamota Impact are confident that their service will reduce the complexity in the mobile channel and help business owners reach their target consumers more effectively without spending big bucks.

In my opinion, services like this, which are targeted toward retailers and small business owners, are extremely important for the growth of mobile marketing and advertising industry, as retail industry is one industry which can use mobile advertising and marketing very effectively to its advantage.

Categories: Cell Phone Advertising.

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On why mobile advertisers should concentrate on social networking

I’ve been telling you guys that social networking is a huge phenomenon and when it goes completely mobile, it could be even bigger. Here’s one more reason to substantiate my stance.

Future Laboratory, based on its recent survey, has found out that youth prefer MySpace over TV. The result of the survey was a little surprising even to them. They targeted young people, of 18 to 24 years of age, and asked them what they would do if they were to be given a short little break of around 15 minutes in a day. The reply was almost unanimous as a lot of youngsters felt that they’re better off spending that time on social networking sites, particularly biggies like MySpace, Bebo, and Facebook, than watching TV, listening to radio, or even chatting on phone.

This, to me, marks the beginning of a significant trend among the youth. Social networking is the way to go and as a mobile advertiser, if you can come up with a mobile application which will go well with Facebook or MySpace mobile sites, you can rest assured you’ve hit the bulls eye.

Categories: Cell Phone Advertising, Mobile Social Networking.

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