Emergic: Rajesh Jain's Blog

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Idea 4: Invertising for ads and marketing information from companies

July 17th, 2009 · 2 Comments

Spam on phones is an even bigger problem than spam in emails. But not all spam is equal – messages that take into account our profile and have our permission are most welcome. In a way, these are messages we invite into our lives – think of it is invited advertising, or “Invertising.”

This is the world of publish-subscribe. As I wrote last September, “Companies will publish and continuously update various information streams (think of them as ‘feeds’). Customers can subscribe to any of these streams and then receive updates as soon as new items are published on the feeds. Customers can also stop subscriptions to the feeds anytime. Publish-subscribe ensures a spam-free world for customers.”

A new mobile operator can take the lead in ensuring an Invertising-drive, spam-free world for its subscriber base. This would be based on the combination of 3 Ps – push, profile and permission. Marketing companies would love it – they can now do targeted ads and messages. Subscribers (mobile users) would love it – they now have the control on the marketing messages they receive. The mobile phone now starts becoming more of a magic lamp for users, with the operator as a Genie who fulfills wishes!

Summary

What new mobile operators need to do is to think out-of-the-box – they have nothing to lose and everything to gain. As mobile number portability comes in, it will help level the field by allowing mobile users to switch operators and retain their number. What is needed is for operators to use data and VAS to provide the right incentive for users to actually make that switch.

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2 responses so far ↓

  • 1 RaghvendraSaboo // Jul 17, 2009 at 3:19 pm

    You can ignore print ads by just not looking at them. Our eyes are trained to do that without conscious effort. Similarly for ads on web pages. TV ads, well people grouse but change channel. Remember there’s an incentive in changing channels that something interesting might be coming on the other channel (I tell the same to my daughter when her cartoon channel shows Ads. !) Ad. hoarding.., well they engage your idling mind while commuting. I don’t think people avoid them. Coming to ad. SMS on cellphone. It takes a few clicks to “delete” them, you don’t typically offer them any shelf life. Now I am not disputing the utility of advertising. My point is, Ads. on cellphone are a very different genre. Permission based or unwarranted, I’ll permit them if they come with “Self-Expiry” ! Though I am subscribed to myToday, I disagree that in general they would be “most welcome” even after explicit permission. Also, people are still to recover from the SMS barrage that operators indulged in, before D0-not-Call came into being. Ads on mobile phone browsers..well how about a dedicate Ad. bar instead of embedded Ads. in pages…?

  • 2 Tarun // Jul 20, 2009 at 3:58 pm

    What is interesting is that you are taking the concept of free customer services backed by ads from the internet to the mobile world.

    It would be interesting to see if we can take micro-billing from the mobile world to the internet.

    Regards,

    Tarun

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