Grameenphone case study:
An interview with Kazi Islam
At MobiAD News, we usually look primarily at the business impact of mobile marketing and mobile services. But there is another trend, perhaps even more important, which is the critical role that mobile can play in reaching the billions of people in emerging regions that are not yet connected via internet.
This week Ferhan
and Jim Cook
had the pleasure of speaking with Kazi Islam
, CEO of Grameenphone IT
about the amazing projects they are working on in Bangladesh. In this interview, Kazi talks about his vision of how mobile can be used to address issues such as health and education in emerging nations, as well as the important role that mobile advertising will play.
Kazi will also be a keynote speaker at MLOVE
, taking place June 23-25 in Berlin.
08. 06. 2010.
Interview with Xavier Perret
VP Advertising Solutions, Orange
is one of the leading mobile operator groups in the world, and over the past several years they have been very active in the area of mobile advertising and marketing.
We recently met with Xavier Perret
, VP of Advertising Solutions at Orange, who talked about Orange's mobile advertising strategy and explained how their fundamental approach is based on segmentation-segmentation-segmentation.
19. 05. 2010.
is one of the world's largest and fastest growing global mobile ad networks.
The company was founded just 3 years ago by three Indian entrepreneurs. It is now active in over 35 markets and processes over 7.5 billion ad requests per month.
Growing a company this quickly in a market that is evolving as fast as mobile advertising is not an easy task. We spoke recently with Naveen Tewari
, CEO and founder of InMobi about InMobi's 2-stage strategy for growth, as well as the key changes that he sees coming to the global mobile advertising market.
08. 03. 2010.
was one of the first major mobile operators to commit serious resources to mobile advertising.
The industry has grown and changed a lot since then, and Vodafone’s strategy has also evolved, culminating with some major announcements recently about applications, network services, and Vodafone 360
We took the opportunity of these announcements to visit Vodafone's new offices in London to get some further detail on these plans as well as an update on Vodafone’s overall strategy towards mobile advertising and marketing.
16. 10. 2009.
and Orange UK
announced a partnership that marks the end of Blyk's initial operations as an MVNO, but perhaps is the beginning of a more scalable, sustainable, long-term strategy.
At the end of August, Blyk will be closing down its MVNO operations in the UK, and focusing instead on a partnership with Orange. We had a chance to speak with Pekka Ala-Pietilä
, CEO and co-founder of Blyk, and Marc Overton
, VP of Wholesale, Business Development & Partnerships at Orange about the details and the strategy behind this major announcement.
27. 07. 2009.
Have you ever wished that you could really understand how people used the internet today, how they interact with various media, and what impact the trends we see today will have in the future?
For the past 15 years, the Center for the Digital Future
has been studying exactly these issues. In this interview, we talk with Jeffrey Cole
, Director of the Center on a range of topics, including the evolving media habits of teenagers and the emerging "new rules" for advertising and marketing.
30. 06. 2009.
The Fox Mobile Group
is part of News Corporation
, one of the largest media companies in the world. News Corp owns such well know assets as 20th Century Fox
film, FOX TV
broadcasting, National Geographic
cable channel, part of B Sky
B and Sky Itali
a, newspapers such as The Times
and The Sun
in the UK, The Wall Street Journal
, and social networking site MySpace
With such a wealth and diversity of media assets, understanding how to monetize them in new channels such as mobile is very important. In this interview, we talk with Mauro Montanaro
, CEO of Fox Mobile Group about branded content, mobile advertising, and how Fox is setup to take advantage of this emerging distribution channel.
01. 06. 2009.
The Turkish mobile market is one of the most dynamic in the world: a population of over 70 million with mobile penetration growing from 52% in 2005 to 100% today.
is the largest mobile operator in Turkey, with 37 million subs. They have been very innovative in the area of mobile advertising and marketing, with their "Tone and Win
" service winning this year's GSMA award for "Best Mobile Advertising Service
In this interview, Chief Value Added Services Officer Cenk Serdar
talks about the Turkish market and why Turkcell has put mobile marketing at the center of their business.
28. 04. 2009.
Social Networks are rapidly becoming one of the major destinations for mobile and online internet browsing, and a big question today is will the social networks be able to monetize their traffic.
is an interesting combination: it runs one of the largest social networks (mygamma
), but it also has a very large mobile ad network for revenue generation.
is the founder and CEO of BuzzCity. In this interview, he gives some insight into the synergies he has found from running both a social network and an ad network.
18. 03. 2009.
Mobile phone dart games?
3D Television ads?
Interactive floor projectors?
The Ogilvy Digital Innovation Lab
in London has them all.
If you are interested in exploring some of the ways that brands will communicate and engage their customers in the future, this is a good place to start. We had the chance recently to visit the Ogilvy Digital Innovation Lab in London to see some of this future.
19. 01. 2009.
launched their youth-oriented, ad-funded MVNO into the UK market just over a year ago with much fanfare. Since then it has generated a lot of discussion in the industry about the viability and potential success of the "Blyk Model".
As a year has now passed, we took the opportunity to talk with Shaun Gregory
, CEO of Blyk UK, to hear about their first year of operation, what they've learned, and to get some insight into the new products that Blyk is working on.
08. 12. 2008.
For most companies, the centerpiece of their mobile advertising strategy will be a mobile internet site. And before brands will invest the kind of money that is being spent on online, it's clear that good systems will need to be in place to measure the effectiveness of these mobile investments.
is the art and science of understanding as much as possible about the visitors to a mobile site. Analytics is very well developed for online sites, but has been slower to develop for the mobile internet.
In this interview, we talk with Ray Anderson
, founder and CEO of Bango
. He talks about the current state of mobile analytics, what factors have held it back, and how earlier work in setting up a mobile payments system is now enabling Bango to address the mobile analytics issue.
11. 11. 2008.
In 2001 Alexandre Mars
to provide advertisers with engaging mobile marketing solutions. In 2007, he sold Phonevalley to Publicis
, one of the world's largest advertising groups.
Publicis has historically been very aggressive in the digital space (18% of Publicis Group revenues are from digital compared to the average 7% for holding agencies), and they are now moving seriously into mobile.
In this interview, Alexandre talks about current trends he sees in mobile advertising, his favorite mobile campaign, and what developments he sees coming in the near future.
17. 10. 2008.
is one of the world’s most recognizable brands, and is very actively engaged with mobile marketing. In the first part of this article
, we interviewed Marc Mielau
, Innovation Manager for Mobile Marketing at BMW. He explained the workings of BMW’s Marketing Innovation Department
, and talked about the Mobile Marketing Circle
which coordinates across departments.
In this second part of the interview, Marc shows us some of the mobile marketing campaigns that BMW has run recently, and takes a look at where he sees the future going.
16. 09. 2008.
is one of the world's most recognizable brands. As part of their on-going effort to build stronger connections with consumers, BMW has established a Marketing Innovation Department
, which, among other things, has responsibility for developing mobile advertising and marketing.
is the Innovation Manager for Mobile Marketing at BMW. In this two-part interview Marc explains how a major brand like BMW with a large complex organization can effectively address new opportunities such as mobile advertising and marketing, and he shares several of the very interesting campaigns that BMW has run.
08. 09. 2008.
Getting something for free is always attractive for consumers, and it is the driver behind many of the ad-funded models we're seeing these days.
One of the first mobile companies to give away free services in return for watching ads was Virgin Mobile US
, with their SugarMama
program. The youthful demographic of Virgin Mobile was the perfect group to offer free airtime in return for their subscribers' attention.
We had a chance for an in-depth discussion with Scott Kelliher
, Director of Mobile Advertising at Virgin Mobile US
. Scott explained the details of the service, what works the best, and how customers feel about it.
06. 08. 2008.
One company that we've always liked to follow is Mobile Content Networks (MCN)
, who have a completely different approach to search from all the others.
In this interview, we speak with Marc Bookman
, CEO of MCN, about their "Federated" approach to search, innovations in search advertising, and the differences he sees in markets around the world.
15. 07. 2008.
I had the pleasure of talking with Ogilvy's Rory Sutherland
in his London office the other day. Rory is the Executive Creative Director and Vice-Chairman, OgilvyOne
London as well as the Vice-Chairman, Ogilvy Group UK
Talking with Rory is always as entertaining as it is enlightening - if you get a chance to see him at a conference, don't miss it. In this interview, we talk about branded utility, location, and why the channel may in fact be more important than the product itself.
01. 07. 2008.
is one of the world's largest media companies, incorporating such well known media brands as CBS TV Network, CW, Showtime, Simon & Schuster and CBS Radio. CBS Mobile
, a division of CBS Interactive Inc., is one of the world's largest mobile media companies.
recently took over the role of EVP-GM of CBS Mobile, and he was kind enough to spend some time with MobiAD News to provide an in-depth look at CBS Mobile and how they are approaching mobile advertising.
07. 05. 2008.
An interview with Pascal Thomas, mobile visionary and VP of Orange NExT
(the mobile media division of France Telecom Orange)
is one of the world’s leading tier-one mobile operators, and also one of the first true “multiplay” companies – offering not only mobile service, but also fixed line telephone, internet, and television (IPTV) to their customers.
Understanding the customer benefits of a “multiplay” offer and the evolving impact of social networks on advertising and revenue generation is one of the roles of Pascal Thomas
. Pascal is one of the leading innovators in the European telecom industry, and was the lead initiator of Orange’s pioneering mobile television services. He now heads up Orange’s NExT group, which is responsible for “audience and advertising” as well as all things Web 2.0.
07. 04. 2008.
The mobile market in South Africa is a challenging environment for mobile advertising, but also ripe with opportunity. Vodacom, the largest operator in South Africa, has very quickly established a very successful mobile advertising business. Read this in-depth discussion with Rick Joubert
, head of mobile advertising & social media at Vodacom, and download a presentation from him "5 Principles for Mobile Operators, Some advice from an early mover".
17. 03. 2008.
Interview with Derek Handley
Co-founder & CEO, The Hyperfactory
Founded in 2000 in New Zealand, the Hyperfactory
has become one of the world's leading mobile-focused agencies. In the past year, the Hyperfactory has won a Clio
, awards at the MMA
, the Asia Pacific Digital Media Awards
, Best in Show at the OMMAs
, and was part of 5 campaigns that won at Cannes Lions
At the Informa Mobile Advertising Conference in San Francisco, we had a chance to talk with Derek Handley
, co-founder and CEO of The Hyperfactory about his view of mobile advertising.
20. 02. 2008.
Interview with Henry Stevens
Director Entertainment & Media,
is responsible for mobile advertising within the GSM Association. MobiAD News had a chance for an in-depth interview with Henry about the background and details of this new initiative.
11. 02. 2008.
Today at the Mobile World Congress
in Barcelona, the GSM Association
and five of the world's leading mobile operator groups made a major announcement that will have a long reaching impact on the future of mobile advertising.
The GSMA announced that five of its members: Vodafone Group, Telefonica O2 Europe, T-Mobile International, FT-Orange Group
(Hutchison Whampoa) have formed a working group to define common metrics and measurement processes for mobile advertising as part of the GSMA’s Mobile Advertising Programme.
11. 02. 2008.
The subject of measurement for mobile advertising has been a hot topic, and everyone has a view. We gathered the opinions of several key players in the mobile advertising industry - media planners, ad agencies, mobile operators, and ad technology companies. Hear what they have to say.
10. 02. 2008.
Interview with Maria Mandel
Executive Director Digital Innovation,
Senior Partner, Ogilvy
is one of the world's leading advertising agencies, running successful campaigns for leading brands around the world. At the Informa Mobile Advertising conference we had a chance to interview Maria Mandel
about how Ogilvy is bringing mobile marketing to these clients, what the clients are saying, and what she sees are the key opportunities in this emerging area.
04. 02. 2008.
Interview with Mark Slade
Managing Director, 4th Screen Advertising
4th Screen Advertising
is a leading mobile agency in the UK, responsible for many successful mobile campaigns. In this interview, we talk with Mark Slade
, MD of 4th Screen, about the ways his company has learned to make mobile campaigns more effective.
10. 01. 2008.
Interview with Paul Goode
Vice President, M:Metrics
" and "Metrics
" are topics that agencies and advertisers discuss frequently, and are often cited as key requirements for the growth of mobile advertising. M:Metrics
is a company that is completely focused on this area. In this interview, we speak to Paul Goode
, VP of New Products to understand what these services are, what information is available, and what are some of the key trends he sees.
11. 12. 2007.
is one of the leaders in mobile search and advertising. Their operator-branded solution is commercially deployed on 9 mobile operators in North America and Europe. In this interview, JumpTap CEO Dan Olschwang
explains the JumpTap approach to search, and how they provide advertisers with some of the most advanced targeting and profiling capabilities available today.
13. 11. 2007.
Interview: Dan Rosen
Head of AKQA Mobile
is one of the world's leading digital advertising agencies. Dan Rosen
heads up AKQA Mobile
, a group which was created to work with clients on the mobile platform, and is also on the MMA's Global Board of Directors. MobiAD News
talked with Dan recently to get his views on the mobile advertising industry, what the current opportunities are, and what the brands are saying about mobile advertising.
22. 10. 2007.
An Interview with Marko AhtisaariBlyk
- the first completely ad-supported MVNO - launched this week in the UK market There has been a lot of controversy about Blyk's innovative business model - providing free SMS messages and voice minutes in return for watching ads. Blyk services will be limited to their target 16 to 24 year old demographic, and they plan to recruit their subscribers on campus and through viral invitation.
is a key member of the Blyk team, responsible for the user experience as well as brand design and development. In this interview, Marko talks about the special advertising formats that Blyk will use, and explains why Blyk actually has to think more like a media company and less like a mobile operator.
29. 09. 2007.
Interview with Omar Hamoui, CEO of AdMob
Less than 2 years ago, AdMob served its first mobile ad. The growth since then has been phenomenal, and this month they should serve over 1.5 billion ads.
AdMob was founded by Omar Hamoui, who took a sabbatical from his MBA studies to found the company. Read this interview with Omar to get his view of the mobile advertising market, to hear the advice he gives brands that want to start mobile advertising, and to understand why he feels that AdMob can continue to outpace the competition.
19. 09. 2007.
Interview with Mitch Lazar
VP Business Development
is one of the biggest players in the online world, and arguably the most mobile focused of all the internet giants. We had a chance to interview Mitch Lazar
, Vice President of Business Development at Yahoo to get an insight into how Yahoo views mobile advertising, and what plans they have in store.
12. 09. 2007.
is a consultancy and research company looking exclusively at the Telco industry. They authored a report “Telco’s Role in the Mobile Advertising Value Chain”
which lays out a number of key areas that operators need to focus on in order for mobile advertising to succeed. We had a chance to meet with Chris Barraclough
, Director at STL, to discuss their view of mobile advertising.
17. 08. 2007.
is Director of Digital for Starcom Digital
in London, one of the major media agencies. In this interview, Nigel shares his views of the mobile advertising market today, key drivers for the future, and why consumer behavior has to be at the center of the debate.
31. 07. 2007.
Interview with Ujjal Kohli, CEO of Rhythm New Media, one of the leading mobile advertising startups.
Ujjal believes that mobile is best suited for Branding as opposed to Transactions. Rhythm has launched a successful ad-funded video service with well known brands and recently announced impressive numbers: 15% subscriber penetration in 3 months, and 75%
08. 07. 2007.
Exclusive Interview with BJ Yang,
CEO of AirCROSS, Seoul, Korea
has some of the world's most advanced mobile technology and services. Ferhan Cook
was in Korea participating in the Seoul Digital Forum
(SDF) during the last week of May, and she had a chance to speak at length with BJ Yang
, the CEO of AirCROSS
, the mobile advertising subsidiary of SK Telecom
12. 06. 2007.
Laurent Herbillon explains the recent TF1
agreement and Bouygues' strategy for
is one of the leading mobile operators in France. Laurent Herbillon
is Director of Service Development and Innovation, and is responsible for mobile advertising activities within Bouygues. Laurent took some time with us to explain the overall mobile advertising strategy at Bouygues, as well as the details of some recent business developments.
29. 05. 2007.
Interview with Richard Saggers
Head of Mobile Advertising
has the interesting position of New Business - Head of Mobile Advertising for Vodafone Group Services
. As such, he has a unique vantage point to share with us some of the experience and strategies around mobile advertising for one of the world's largest mobile operators.
28. 05. 2007.
Interview with Richard Saggers
Head of Mobile Advertising
In the previous MobiAD News
newsletter, we ran Part One of our interview with Richard Saggers
, where he discussed Vodafone's view of the mobile advertising opportunity, their overall strategy, plus details of key partnerships with Yahoo!
(if you missed Part One, you can see it HERE
). This is Part Two of the interview.
28. 05. 2007.
is Managing Director of Neo@Ogilvy, UK
. Neo@Ogilvy is one of the largest media buying organizations globally. Richard gave a presentation as part of the Mobile Advertising panel at MIPTV in which he raised some interesting points. We had a chance to talk with Richard in more detail later to get his insights into mobile advertising.
01. 05. 2007.
Interview with Gunnar Garfors,
Director of Development, NRK.
Last week NRK
(the Norwegian public broadcaster) announced the results of a major mobile advertising trial they have been running for the past 5 months in partnership with Ericsson Mobility World
. The trial showed very positive response to adding advertising to live mobile video channels.
30. 04. 2007.
Ad-funded mobile game company Greystripe
has been in the news recently for growing their distribution partnerships (link
) and being a finalist in the "Webby" awards (link
). The company has also been the source of some speculation as a potential acquisition target. We spoke recently with Michael Chang, co-founder and CEO of Greystripe about ad-funded gaming, Greystripe, and the mobile advertising industry in general.
16. 04. 2007.
We had a chance recently to talk with Minh Tran, Director, Head of Sales and Marketing, Nokia Ad Service.
Minh has been one of the key driving forces behind the development and recent launch of the Nokia Ad Service and Nokia Ad Connector.
21. 03. 2007.
MobiAd News had a chance to chat with Russell Buckley, the European Managing Director of AdMob, one of the fastest growing companies in the Mobile Advertising space.
12. 03. 2007.