Tag: o2 (page 1 of 1)

Mobile World Congress: Tech news and the implications for marketers

There were no female passengers on the plane. I kid you not. It could only mean I was headed for a gadget fest.

The 2008 Mobile World Congress is buzzing. No signs of a recession here. It’s particularly buzzing about, yet without mentioning, a company that's not even here. Apple.


Whilst official company statements make no comparison between Sony Ericsson's 10 new phones and the iPhone, Samsung's 8 new phones and the iPhone, or Nokia's 4 new phones and the iPhone, the overarching message is clear. The market will not coalesce on one style of phone. Variety is the spice of life. So up yours Apple.

The mobile phone, or “device” more generically, ranks amongst people's most personal possessions. It’s up there with your wallet and keys on leaving your front door, and the variations of mobile device will continue to be as diverse as the variations in everything else we consider personal. Clothes. Cars. Furniture.

Mobile devices will never share the same hardware platform, or the same software platform, but they do universally represent the greatest and most enticing conduit to the end-customer the marketer has ever known. For both B2B and B2C, for advertising, interactive dialogue and customer engagement. Read more

The new mobile revenue split

So O2 has won the exclusive right to iPhone in the UK; but what a price! With the battle heating up between operators, device manufacturers and content providers to divide the spoils of user revenue, this seems to be a massive concession for a UK operator.

[gratuitous picture of an iPhone... in case you can't recall how attractive it is]


Capitulating 40% of iPhone associated revenues can't make sense to anyone vaguely familiar with thin operator margins. Vodafone definitely wasn't having any of it. But maybe this is just a big step along the ultimately inevitable path to complete commoditisation of mobile operations. The time has come for the rise of the device and equally the content now reachable following the relatively recent collapse of the walled gardens. This shift in the landscape also represents exciting opportunities to the marketing communicator looking to extend brand presence into consumers' mobile life.