Telcos missing it (again)

This is just another example of somewhere mobile telecom operators wanted to play, but just couldn’t figure out how. Shame. The opportunity for consumers, as well as brands is huge, but just as long as we get away from the idea of “mobile advertising”.

Mobile is more than advertising. Mobile is not just another screen. Mobile gives brands the ability to engage with their consumers and followers wherever they are, pretty much at anytime, with far greater insight and knowledge than any other channel.

I find it amazing how many people do actually understand the role that mobile can have here, and what the brands and agencies can bring to the mobile industry; just today I have been involved in three conversations along this topic. Yet, we are still not much further along the path than five years ago.

Over the past years mobile operators have tried to lead, now even the mobile industry’s largest association, the GSMA, is involved. The operators have had their chance to play as a value provider in this business, and now the media and brand world will take the lead. For them, commoditisation of the mobile carriers can’t come quick enough.

Even here in this press release which seems to be heralding a new breakthrough, mobile is still marked as primarily being an advertising channel. Whilst mobile does give brands and agencies fantastic new advertising opportunities, there are much greater benefits to be had beyond displaying adverts, but that’s another conversation….