Yes, companies are still working on finding the best way to push location-based mobile advertising. AT&T is getting ready to launch buzz.com, which will be a location-aware mobile search tool. Complete with recommendations from friends and the service, along with polling options and access to reviews, Buzz.com is something of a Yelp competitor. As location-aware apps and options on mobile phones increase in popularity and feature sets, AT&T is hoping to get in on the good fortune.
Location-aware mobile advertising has been on the horizon for years now, with companies aiming to integrate several phone options into the mobile ad structure. Getting businesses to participate by offering mobile coupons or other rlevant discounts has been a huge part of the struggle, leaving companies such as AT&T with few incentives to offer mobile users.
The rapid growth of mobile app markets and the increased adoption rate of smart phones has made all of the above far easier, especially as consumers are now turning directly to their phones in order to find information and directions to nearby venues.
The idea of tapping into one’s social graph to receive the best information is also a tactic that has already been employed by other services, but for AT&T, Buzz.com is aiming to be a step above the rest. While Buzz.com won’t be creating its own social network, it will turn to existing connections through email and social networks, most likely Facebook and Twitter.
The ability to do so has also helped companies like AT&T fulfill their desire to create a useful application based on a mobile user’s location. As AT&T already has YellowPages.com, it’s also likely that the phone service provider will also tie in some of its data to the new Buzz.com project. Building on existing databases in this way also makes i easier for AT&T to implement Buzz.com.
As I mentioned yesterday, several companies are building businesses and mobile apps around a user’s location. Mapping tools, search layers and filters, and other location-aware features have made GPS into a power-feature, bearing several methods for helping consumers navigate their surroundings. It seems as though most mobile apps can be wrapped in a location-aware setting, giving rise to a more tangible connection between mobile users and their device.
For advertising purposes, the encouragement around location-aware mobile apps means big money. Having the ability to better target consumers means getting even more information on things like their location and purchasing activity. What some of these mobile apps are doing is creating a rather exact profile of individual users, making it far easier to dig into demographic data and create marketing opportunities that are highly personal.
Qualcomm’s new hybrid CDMA/WCDMA chip offers the potential for a single, global iPhone that users can take to any major carrier, solving the network fractionalization problem. It also solves other issues that had served as roadblocks, including the issue of user confusion that would result from Apple selling separate CDMA and GSM/UMTS versions of the iPhone.
With one phone that works on both types of networks, any differences between the two (such as in features like conference calling and simultaneous voice and data, unique to UMTS) will be more apparently tied to the provider’s network rather than to an iPhone model itself.
They’re also reporting that the Verizon iPhone will be smaller (more like the Eris in size, I imagine), with a screen size of 2.8″.
The end of AT&T exclusivity means a couple of things:
If you were waiting for the iPhone to switch to Verizon so you can hightail it away from AT&T, your dreams may be coming to fruition.
If you were going to get a Droid or Eris because you wanted an iPhone-like phone, but didn’t want to leave the Verizon network, you might want to wait.
Why wait? Well, if what you really want is an iPhone on Verizon, you might not want to pay the early termination fee. Boy Genius reported last week that Verizon is upping their ETF for enhanced devices to $350. That’s a hefty price to pay, even pro-rated, to switch phones. The new ETF apparently goes into effect on Saturday, 11/15. I’m bothered enough that I’m sending my husband into Verizon on Friday, before I get home, to pick up my Droid. After all, there’s a huge chance I’ll switch phones within the next year or two.
I’m curious to see how many people leave AT&T once the iPhone is available on multiple carriers.
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Cheers!
Tweet Michelle @writetechnology, send her technology news at michelle[at]writetech[dot]net, visit her wine blog when you’re thirsty, and drop by her day job.
From my various mobile-oriented posts, you know that I’ve been playing with a lot of Verizon phones. In the beginning, I was pretty convinced that I was going to end up with a Pre no matter what. But Verizon has very smartly kept me testing out phones until the one they knew I’d want was released. I’m amazingly excited about the the new Motorola Android phone coming out at the end of the month. It’s been called the Sholes and the Tao, and they finally settled on Droid.
Verizon has really taken square aim at AT&T and the iPhone with their most recent ad campaigns. “There’s a map for that” makes me laugh routinely, considering how lousy my own AT&T service is. It’s worth noting that I have perfectly fine AT&T service – unless I’m in California, Ohio, and Kentucky. It was fine in Florida over the weekend.
But the ad campaign I’m really enamored by is the iDon’t/Droid Does campaign. They take on the iPhone and manage to cover everything I don’t like about my own iPhone (which are things that are perfect for other folks).
If the product and its message are crafted for a geeky and tech-savvy audience, though, the media buy is so far suggesting otherwise. Given how deep the commercial drills into the ways the iPhone falls short, experts said the messaging would mainly resonate with those in the deep know about the handset’s capabilities, which excludes the vast majority of people, iPhone owners included. These folks aren’t reading blogs about the latest and greatest smartphones, they said. Yet Verizon’s broadcasting of the message to viewers of a baseball playoff suggests the No. 1 wireless carrier wants to stir anticipation among a mainstream audience.
My gut feeling is that the ads are aimed at me: early adopters/geeks who are dissatisfied with their iPhones. There are enoughof us. In fact, I think Verizon is banking on the fact that they have such a good network and that geeks everywhere will be interested in combining that network with an Open Source mobile phone. We’ll see how that pans out for Verizon.
What do you think about the new Droid ads? Interested in the new Motorola device? I have my fingers crossed I’ll be using one of these at the Social Media World Forum in November.
All sorts of announcements came out today, the gist of which is that Google Voice is coming to a phone near you.
We’ll start with perhaps the biggest news. Mashable is reporting that AT&T is confirming it has “taken the steps necessary so that Apple can enable VoIP applications on iPhone to run on AT&T’s wireless network. Previously, VoIP applications on iPhone were enabled for Wi-Fi connectivity.” What that means is, if Apple approves it, the network is ready to run Google Voice on the iPhone (as well as Skype and other VOIP-enabled apps). Rumors abound that AT&T might make an official announcement at CITA, which starts tomorrow in San Diego.
Verizon isn’t far behind, and I suspect this is a little of what pushed AT&T into their confirmation today. Google and Verizon recently announced a partnership for Verizon to carry Android-based (Google) phones. The first one, the supposedly named Tao, is rumored to be released at the end of this month. (I can tell you right now that I’m buying that phone.)
Today, Lowell McAdams, Verizon Wireless’s CEO, stated that the first two Google phones will be available this year and that they will include Google Voice. According to the Wall Street Journal, Eric Schmidt of Google had a great quote:
Eric Schmidt, Google’s CEO, hailed Verizon’s data network and scale and said that the carrier’s openness “was, frankly, enormously surprising, given the history and the old-line nature of telcos.”
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Cheers!
Tweet Michelle @writetechnology, send her technology news at michelle[at]writetech[dot]net, visit her wine blog when you’re thirsty, and drop by her day job.
This just in…AT&T has set the launch date for MMS support for iPhone 3G and 3GS customers on September 25.
According to the official AT&T fan page on Facebook, “We know many of our iPhone customers are eager for an update on our rollout schedule for Multimedia Messaging Service (MMS). We’ve been working for the past several months to prepare our systems and network to ensure the best possible experience with MMS when it launches – and that launch date is: September 25 for iPhone 3G and 3GS customers. MMS will be enabled through a software update on that day.”
The company also attempted to explain its tardiness in offering a common service already pervasive on other mobile platforms, “The unique capabilities and high usage of the iPhone’s multimedia capabilities required us to work on our network MMS architecture to carry the expected record volumes of MMS traffic and ensure an excellent experience from Day One. We appreciate your patience as we work toward that end.”
