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Mobile Advertising - Learning to play by the rules

Yesterday I attended a panel discussion titled "Mobile Advertising - Industry Revenue Enhancer or Distraction?" with key industry players (information below) who shared their experience and insight on the current status and potential of mobile advertising. The discussion centered around the fact that while mobile advertising is getting a lot of attention in the mobile industry it has not yet consolidated as a significant revenue generator across the value chain, for operators and advertisers. The fact that the panel was made up by vendors allowed us to get a clear picture of their perspective of the industry. Interestingly, the panel spent more time discussing a question from the audience regarding ROI and metrics than on anything else. Their input was valuable and insightful, however, it seems from the long explanations that this is an issue that is a long way from being resolved. Just like other new players before them, mobile advertising vendors talked about how the Inte...
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MobilePedia: World Class Mobile Marketing from Latin America

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This week I attended the 2009 Latin America Mobile VAS Forum in Miami (June 8-10), with the participation of analysts, technology vendors and operators. The global economic downturn is, not suprisingly, on everyone's mind. This topic kept coming up repeatedly and the attendance to the event, about half of what we saw in previous years is also an indicator of the tough times we face. However, it was encouraging to interact with technology vendors and operators who remain optimistic about the future. In the next weeks I will add more posts about this meeting and the discussions I had both with operators and technology vendors. This week, I want to share my thoughts on a presentation by Marcelo Castelo of the Brazilian Agency F.biz. Marcelo's presentation, titled "The Mobile as a Mass Media Channel With Internet Characteristics: The Possibilities of the Mobile Marketing" focused on case studies in mobile marketing from Latin America. The case studies shared by Marcelo s...
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VAS Latin America: hits and misses of 2008

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As the year comes to an end, it's a good idea to reflect on the past and learn from our experience, good or bad. With this in mind, I compiled a list of the good, the bad and the really bad news and analysis from the mobile industry in Latin America that I blogged about during 2008, with some additional comments and reflections. Enjoy! The good!!!! America Movil launches the iPhone - after much speculation and anticipation, America Movil formally announced in early May that they were selected to distribute the iPhone in Latin America. America Movil's VAS team moved quickly and successfully launched exactly one year after the iPhone was first launched in the USA by AT&T. Why is this GOOD? This was a complex deployment that was done with a very tight schedule. The successful launch of the iPhone in Latin America was possible thanks to a strong team; Corporate VAS in Mexico, together with local VAS Managers and Operations Managers in the region showed that they have wha...
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