Tuesday, April 21, 2009

4.3 Billion Mobile Subscribers This Year

With mobile subscriptions expected to reach 4.3 billion in 2009 and to grow to nearly 5.4 billion by 2013, mobile communications have evolved from “nice-to-have,” to providing utility-like services, say researchers at ABI Research.

The trends driving these capabilities are evolving and include changing distribution models, greater choice of connected devices, faster networks and proliferation of mobile applications. All these choices highlight one of the biggest challenges facing the industry today: mobile services personalization.

“Customers increasingly want a personalized experience with their mobile device and service," says ABI Research Mobile Services practice director Dan Shey. Service personalization involves not only allowing them to find and select the right mobile services and applications but also to control, monitor, and pay for mobile services in a way that best suits their needs."

RCN Rate Hike Raises Ire

I have yet to meet or hear from a video customer who actually was happy about a rate increase, so it is no surprise RCN customers are sqwaking about the latest rate increase they are facing.

Up to this point there have not been many options. The favorite channels most of us watch (a different package for every single viewer) are not available a la carte. In truth, for a package of 10 to 15 channels, especially featuring sports content,  it is doubtful a consumer can save much over current packaged rates.

But it is unlikely distributors can "forever" expect rates to be hiked without something breaking, somewhere.

In my case, two channels plus occasional use of a couple others, justify the entire basic package. But as rates continue to climb, so does the level of irritation.

So far, those two essential channels are not available online, or a la carte.

Of course, distributors aren't dumb. They can assume lots of viewers will be sorely tempted to opt for packages that deliver several channels of most interest, possibly with a "casual viewing" video on demand feature, that might satisfy many current customers.

Nobody knows whether a la carte or expanded VOD options would be revenue neutral. Distributors and networks have reason to fear any change in that direction would not be revenue neutral.

But I don't think some move in the direction of flexibility is avoidable forever. It might be fine positioning for a distributor to say the fees are higher, but so are the variety of channels.

That does not correspond with the way most people watch linear TV, though. Most people do not watch, or even want, most of those channels. And there lies the rub.

There are some precedents, however. Premium channels such as HBO always have been offered a la carte.  But the movie channels, pay per view and VOD always have been fully subscriber-funded formats.

Ad-supported channels have reason to fear the economics of a la carte choice, though. Still, if you look at your on-screen guide, you can see some "natural" packages based around sports, news or entertainment that suggest logical packages that are more targeted than what is possible today. That might be a half step that could work, if most customers do not choose those options.

The system isn't seriously broken yet. But each rate hike increases customer dissatisfaction just a bit more. Someday, it will break.

AT&T Reports Ap 22: What to Look For

AT&T reports first quarter results on April 22. I suspect most of us will be watching for any weakness in wireless net additions or average revenue per user. Everybody expects residential voice lines to decline, so the issue there might be a slowing of the rate of loss. Business customer revenues likely will be considered a success if growth essentially is flat.

A consumer landline loss in the 10 to 12 percent range is probably to be expected, while enterprise segment revenue likely will be off a couple to several points. None of that would be unexpected.

Video entertainment subscribers should grow, but will not likely have a material effect. Broadband net additions will be less robust than in the first quarter of 2008.

Canadians Heavy Online Video Consumers

In February 2009 21 million Canadians viewed more than 3.1 billion videos online, says comScore. The average Canadian online video viewer spent 10 hours viewing videos in February, up 53 percent from their average viewing time last year.

Monday, April 20, 2009

Shift in Unified Communications Value?

By the end of the year, or at least within the next couple of years, we all might have a different perspective on unified communications, traditionally viewed as something involving business phone systems, instant messaging and conferencing apps.

There are several reasons, among them a view that the "value of traditional desk phone and desktop PC is diminishing." Remote workers and mobility might become the lead value proposition for some buyers. For others, there might be an equally strong shift to IP-based conferencing as the lead application, based on "economic uncertainty as companies look to cut cost" in areas such as travel.

Integration of communication functions directly with business applications is an on-going and underlying trend that likewise could shift attention on UC value.

http://horizonwatching.typepad.com/horizonwatching/2009/04/primer-on-unified-communications.html

97% of Business Communications Now is Email

As much as 97 percent of all business communications now occurs using email, says Bakbone. And though some executives would not place much credence on the financial impact of email outages, which some estimate can cost a 500-person enterprise about $1.5 million in lost productivity, the cost of paying employees who cannot use basic business communications such as email has been calculated by multiplying the total hours of downtime per year by $18,000 per hour.

For an enterprise of any size, that cost can range from “up to $100,000” to “up to $500,000,” Bakbone says. Then there is the cost of information technology resources that must be consumed to get email systems back in operation.

Whether one considers such soft costs significant or not, the typical email outage lasts 69 minutes, and annual email outages can total 32.1 hours a year, Bakbone says.

http://www.itbusinessedge.com/offer.aspx?o=03830006em0420

Sampling Works at iPhone App Store


Encouraging potential customers to sample your wares is a time-tested demand stimulation technique, and it seems to work on the Apple App Store as well, an analysis of data by Flurry indicates. Among the strongest marketing plays in the App Store are free trials of a game or application.

There's not much surprise about why this works. Potential buyers unfamiliar with a company or application can see for themselves whether any particular app is useful or entertaining before committing to a purchase.

66 Million U.S. Consumers Now Multi-Task

Over 66 million consumers are using the Internet while camped out on their sofas watching TV, according to market research firm In-Stat. About a third of male respondents to a recent survey say they "sometimes" do so. About 25 percent of female respondents say they use a PC while watching TV.

One-fifth of all respondents reported doing instant messaging while watching TV.

That's both good news and bad news. The good news is it suggests there might be some upside for content, application providers and service providers in the area of integrating PC, mobile or Web features with the TV experience.

The bad news? One reason some people might be time-sharing is because the TV content is not that compelling, compared to alternative pursuits such as using the Internet.

$5 Billion Less Consumer Spending on Mobile, Broadband, TV?

Though first quarter financial results are not yet available to confirm the possible existence of the trend, about 15 percent of respondents say they will cut back spending on subscription-TV, broadband, and mobile services in response to economic pressures, an In-Stat survey finds. Precisely what that means is the question.

If any significant trend of that sort emerges, U.S. consumers could cut spending on mobile, broadband and pay TV services by nearly $5 billion due to economic turmoil, In-Stat says.

Will consumers drop mobile, broadband or multi-channel video subscriptions completely, or simply shift consumption to more-affordable subscriptions? The former would cause a greater hit to revenue and a risk that customers do not return later, the latter might "simply" pressure on average revenue per user.

In the fourth quarter of 2008, a slowing rate of growth could be seen for at least some services, but it was hard to separate purely-economic effects from product maturation. So far, mobile service providers have seen a shift to prepaid services from postpaid.

It wouldn't be unusual to see consumers dropping some premium services or postponing upgrades in the face of a tough recession. What would make news is negative growth for subscription services other than wired voice, which has been declining, at least for some providers, for years.

We'll find out soon enough what is going on.

WeFi, fring expand VoIP over Wi-Fi Options

WeFi Inc, an open global Wi-Fi network, and fring, a leading mobile Internet community and communication service, today launched the WeFi add-on for fring that gives users mobile access to the largest database of 20 million Wi-Fi access points worldwide, said to be growing by over one million a month.

The new WeFi add-on for fring provides users with easy and free access to millions of Wi-Fi hotspots from their mobile devices. The alpha test of this service has been particularly popular with business and pleasure travelers, WeFi says.

The WeFi add-on currently works on hundreds of Symbian and Windows Mobile devices with the latest version of fring which can be downloaded or upgraded from www.fring.com/download/.

A full list of supported handsets is available at www.fring.com/download/default_PC.asp.

To locate and access millions of hotspots from these mobile devices, users simply select the WeFi add-on from the add-ons tab within fring. Users can locate their Wi-Fi hotspot location automatically using their handset’s GPS capability, or manually by typing in any address worldwide.

Bandwidth Caps a Competitive Disadvantage?

Time Warner Cable has shelved its plans to shift its residential broadband customers to “consumption-based billing”, at least for the moment, as a way of controlling excessive bandwidth use by a small number of really-heavy users and maintaining quality of service for other users who share the network. Short of investing in a higher-capacity access network, it isn't clear how some way of matching consumption to cost is avoidable, long term.

But that points out one advantage Verizon Communications has: it has ample access bandwidth to provide uncapped usage, which could become a marketing weapon wherever it competes with other providers who do impose caps or other sorts of restrictions.

Sunday, April 19, 2009

Bandwidth Caps Driving Dissatisfaction?


One wonders whether consumer outrage about Time Warner Cable's bandwidth caps play some role in Time Warner Cable's low consumer happiness ratings.

Time Warner ranks on this March 2009 survey as low as Charter, which never has had especially high consumer satisfaction ratings.

Frankly, we are used to seeing Time Warner rank higher than this.

Ranking that low--equivalent to Charter-- is absolutely nothing to be proud of, and quite a change from past years.

Twitter Crosses the Chasm

There's a difference between early adopters and mass markets. That being the case, Twitter is crossing an adoption chasm.  Early adopters will look around for the next new thing, because it won't be so much fun now that "everybody" is discovering it.

But what also is likely to occur is that Twitter's usefulness now will grow, as the reason most people use tools is that they are useful. Twitter is now about to find its place as something so useful most people will find they want to use it.

Virgin Mobile Wants Greater Share of Prepaid Mobile Market

Presumably first quarter financial results will show continued growth in uptake of prepaid wireless plans in the U.S. mobile market. Virgin Mobile USA
hopes to capitalize on the trend, as it has cut its unlimited calling plan from $80 to $50 a month.

Two of Virgin's other monthly calling plans also get a price cut. The 300-anytime minute plan was cut to $30 from $35. The 400 anytime minutes plan was reduced from $50 to $40.

Text-only plans also are offered: the new Texter's Delight plan costs $15 a month for 1000 messagesa month. An unlimited texting plan is available for $20. Those plans include photo, instant messaging and video messages as well as SMS. Voice calls cost 10 cents per minute.

Virgin has also introduced a Pink Slip Protection (PSP) program. To be eligible for PSP, customers must be a Virgin Mobile USA customer for two consecutive months prior to losing a job, and become eligible for state unemployment benefits within 12 months. Virgin Mobile will cover the costs of a plan including taxes and surcharges for up to three months.

Saturday, April 18, 2009

IP Voice Innovation Lags Text, Despite GoogleVoice

One is hard pressed to point to new voice apps, beyond integrated text messaging, find-me, follow-up or visual voice mail, that have become mass market IP voice applications. Dialing from a directory or "click to dial" are helpful, but the bigger changes so far are a simple switch to VoIP in place of plain old telephone service.

The next trend is IP voice on mobile devices, where it has to this point been seen in a "voice from PCs or telephone adapters" scenario.

Contrast that with the pace of development in text-based communications, ranging from text messaging to instant messaging to email to blogging to tweeting. One is tempted to conclude that voice innovation is hampered in part because of its relative complexity, relative incremental cost and an underlying shift in the direction of text communications (messaging) overall.

That isn't to say such voice innovation will not occur; simply that it apparently is harder than innovation in the messaging arena.

Friday, April 17, 2009

Online Video Viewing Up 2%, Streams Per Viewer Up 7%

Online video viewing was up in March 2009, says Nielsen Online. Unique viewers grew 1.9 percent year over year. Total streams viewed grew 8.7 percent year over year. Streams per viewer grew 6.7 percent and time spent per viewer grew 12.6 percent.

The central question here is whether linear TV can survive a shift to online viewing. So far, the evidence suggests that the rush to online video “screens” hasn’t necessarily hurt linear TV. At least not yet.

We'll know a bit more once all the first quarter 2009 reports are in, but as of the fourth quarter 2008 there was a net addition of  441,000 subscribers to multi-channel TV services, compared to the start of 2008.

Still, there is no shortage of thinking about how long this can continue.

Building an Ad-Supported Text Messaging Business

Many observers think communication service providers have got to create new revenue streams in partnership with business partners, rather than basing 100 percent of revenue on end users who pay for communication capabilities.

As always is the case for a developing business based on partnerships, partners will differ about the relative values they are bringing to the relationships, as well as relative revenue splits. Ad-supported text messaging campaigns are no different.

“For advertising-supported SMS, the net revenue per message is $0.004, and the carriers dispute this, but that’s the reality of the business,” says David Oberholzer, Limbo VP. “The model isn’t completely solid, and it’s unrealistic to think the CPMs (cost per thousand) we’ll be able to charge will go up dramatically, so it’s unrealistic for carriers trying to impose these types of per-message fees.

“Even relatively small carrier fees will drive out innovation to other platforms, and that’s already happening—look at all the advertising in iPhone apps,” he says. “If carriers raise costs, then that will be exacerbated.”

All of this will get worked out over time, but the issue illustrates the problem: a new and somewhat experimental new business requires nurturing and some degree of give and take between ecosystem partners.


Windstream is Using Twitter for Customer Support

Windstream now is using Twitter to communicate with customer having service issues. "Sorry for the trouble you're experiencing. you can dm or email me and I can check on that for you," Windstream tweets back to a customer.

http://twitter.com/windstream

Toblerone Runs Social Mobile Campaign

Kraft Foods' Toblerone is sponsoring a "Play it, Forward it, Share the Gratitude" mobile promotion that encourages consumers to extend gratitude to loved ones by uploading mobile video and text messages and have them broadcast on digital walls in Greenbelt and Bonifacio High Street in the Philippines.

There is a Web site for the Toblerone ‘Play it, Forward it’ promotion with brand information, details about the promotion, upload and entry forms, desktop widgets, contact details and tallies of uploaded videos, texts and votes.

Consumers can send their thank you videos and text messages to the mobile phones of families and friends from the Toblerone campaign site.

Customers can use bar codes on the candy’s packaging to retrieve discount mobile coupons as well. Social apps supporting the campaign also are available on Facebook and Friendster.

The campaign is powered by TMSfactory.

http://www.mobilemarketer.com/cms/news/advertising/2805.html

Thursday, April 16, 2009

Working Americans Use Social Networking; Not Much for Business, Yet

Of 10,000 working American’s surveyed by Compass Intelligence in late November 2008, nearly 60 percent said they were active on a social networking site, but most are not yet using social sites for business purposes.

The most popular site, according to research, is FaceBook, with nearly 35 percent of respondents being registered members of this site.

http://is.gd/hrUr

Federal Telecom Spending $47 Billion in 2009, Growing

Federal information technology spending on IT reached $129 billion in 2008, and will increase in the mid single-digits through 2013, when spending will reach $159 billion, say analysts at Compass Intelligence.

The largest category of Federal IT spending is in the telecom segment, which will receive a big boost due to new Federal policies regarding broadband.

Telecom spending by the Federal government will reach $47 billion in 2009, ramping up faster than many other categories to reach $59 billion by 2013."

Time Warner Cable Shelves Bandwidth Caps

Time Warner Cable appears, for the moment, to be retreating from its bandwidth cap tests in four U.S. cities, temporary ending a controversial experiment that would have created new usage buckets.

Those plans would have featured a lighter user plan featuring 1 Gbyte per month of usage for $15 per month. About 30 percent of Time Warner Cable customers use less than 1 Gyte per month.

Other plans would have featured caps of 10, 20, 40, 60 and 100 GBytes, plus an unlimited plan for the highest-speed 50 Mbps service.

Twitter Usage Explodes in March


The number of visitors to Twitter.com jumped 131 percent in March to 9.3 million visitors, up from five million in February.

We call that an inflection point!

Consumers Sending "Price" Signals to Apple?

Economists are fairly unanimous about one element of human behavior. When prices of any product are raised, demand tends to drop. The salient exception is "luxury" goods, where higher prices sometimes stimulate demand. But early evidence suggests that consumers believe 99 cents is the "right" price for a single song.

Last week was the first week of iTunes’s new, steeper pricing on some tracks, and consumers voted with their wallets, according to Billboard. Sales figures from iTunes show that tracks that now sell for $1.29, up from $0.99, sold 12.5 percent fewer units than during the previous week, while tracks whose prices were unchanged sold 10 percent more than the week before.

Overall revenue was up three percent during the week, so it might not be possible to blame the "economy" for the changes. It appears that unit sales for the top-100 songs were up for the week.

YouTube As Monetizable as a Newspaper?

"User-generated content" is proving to be a financial albatross, says Farhad Manjoo, Slate's technology columnist.

YouTube, for example, sells ads on fewer than 10 percent of its videos, according to analysts at Credit Suisse. But the costs of storing and serving up 75 billion video clips a year costs Google $360 million a year, the analysts estimate. Add in all other expenses, and the cost of running YouTube for one year exceeds $700 million. But YouTube will make about $240 million in revenues for 2009.

Oddly enough, YouTube loses more money on its content than a daily newspaper.

http://slate.com/id/2216162

You Tube Sensation Will Grab You

If this does not make you tear up just a little in joy, I'm not sure you have a heart.

Tweet Shows IP Impact

"The terrible phone connection I was blaming on our VoIP line turns out to be the cordless phone clashing with WiFi," says Matthew Weinberg. "May need to go corded."

That's as good an example of any about the changes IP technology has wrought for service providers, who no longer can simply sell a connection, terminate at a network interface and hand off the premises network and devices to an end user. That generally worked when interface specifications were stringent and the total number of devices and applications were limited.

These days the application and device environment is much more complex. But users will call their service provider when applications or devices don't work properly. One way or the other, greater involvement in premises networks and configuration are required.

Wednesday, April 15, 2009

Skype Proves Stand-Alone Long Distance is a Business

Now that it appears Skype will become a stand-alone company, we have to note the irony. Telcos and cable companies have concluded that long distance no longer is a viable stand-alone business. That's essentially why AT&T and MCI Worldcom do not exist as independent companies.

But it is worth keeping in mind that when an executive says something cannot be done, what that really means is that "I cannot, with my cost structure, personnel or technology holdings, do that." Skype will be able to compete as a stand-alone long distance provider. To greater or lesser degrees, much the same can be said for calling card providers.

As true as it may be that a service provider cannot make a viable business selling long distance alone, that isn't true for all market contestants. One simply needs a different cost structure and channel.

The issue now is what Skype actually is worth. Merill Lynch analyst Justin Post says Skype is worth $2.2 billion, and that could grow to $3 billion by the time it either goes public in 2010 or is sold.

Jeffries & Company analyst Youssef Squali values Skype at $1 billion.

Thomas Wiesel analyst Christa Quarles thinks Skype is worth $1.7 billion. Credit Suisse analyst Spencer Wang, meanwhile, values Skype at $1.85 billlion.

Skype and eBay: Cautionary Tale for Communications-Enabled Business Processes

As useful as communications-enabled business apps might be, eBay's inability to wring any significant advantages out of voice-enabling eBay. Perhaps messaging of other sorts is valuable, but voice integration does not seem to have added much of anything to the eBay shopping experience.

All of which raises the question of where and when voice communications, perhaps as opposed to text-based communications, adds value to another application, or adds enough value that people even care very much.

http://www.bloomberg.com/apps/news?pid=20601087&sid=aCWYwCYVyHx4&refer=home

Tuesday, April 14, 2009

Social Media Campaign Generates 28% Sales Lift

Packaged-goods firms are cautious about social media, as the return on investment is tough to measure. But MySpace recently hosted a $1 million campaign for a personal care product that achieved exposure to 76.9 million people, about 40 percent of the U.S. Internet user base, creating 1.1 billion impressions and generating $1.28 million in incremental sales, Advertising Age says.

Of 76.9 million people exposed to the campaign in four months, 765,000, or fewer than one percent, visited an advertiser page on MySpace.

But the campaign produced $1.28 million in offline sales, as measured by loyalty program provider Dunnhumby, which compared purchases among shoppers not exposed to the campaign with purchases among those who were.

That amounted to a 28 percent return on investment, not counting returns from repeat sales among consumers the brand won via the campaign. About 17 percent of the sales were of products advertised in the campaign; the rest of the sales lift went to the parent brand, in a "halo effect."

One question: whether that level of return will hold up for larger campaigns.

http://adage.com/digital/article?article_id=135940

Kraft Foods Tweets

Kraft Foods is using Twitter to spread word about where its Oscar Mayer Wienermobile drivers will be next. Kraft also launched the "DiGiorno Crispy Flatbread Pizza" by delivering pizza to "tweet-ups," or in-person, social-media gatherings.

AT&T Seeks to Extend iPhone Exclusive

AT&T is now in discussions with Apple Inc. to get an extension of AT&T's exclusive on the iPhone until 2011, the Wall Street Journal reports. AT&T also is seeking to overhaul AT&T's marketing to make wireless the priority. Ultimately, that likely will mean that customers can qualify for AT&T discounts on IPTV or broadband access if they are a wireless customer, where tradtionally AT&T has tied discounts to being a wireline voice customer.

AT&T has 77 million wireless customers and 30 million consumer voice lines.

The intensified focus on wireless shows just how much is changing in the world of former wired telephone companies. Where once most telcos were very similar in terms of services offered, customer base and strategy, firms are becoming quite differentiated. Verizon and AT&T have options, footprints and business segments quite distinct from those of virtually all other U.S. carriers.

The big challenge is what wired network providers without the scale and wireless assets of those two firms will fashion their business strategies.

Mobile Broadband: 2nd or 3rd Mass Market Mobile Data App

By the end of 2014 more than two billion users globally will be accessing the Internet using a mobile broadband connection, analysts at Ovum now project. By that point, mobile broadband will have proven to be the first mass market data application since text messaging (short message service). Some of us might argue that mobile email was the second mass market data application, but a success on this level would be quite noteworthy, in any event. 

Total mobile broadband users will grow by 1024 percent by 2014, while total mobile broadband revenues grow at a 33-percent cumulative average growth rate over the forecast period.

Total mobile broadband revenues will not only stem the decline in text messaging revenue Ovum expects will happen, but also will grow operator overall revenues. Though handset access to mobile broadband services will exceed laptop access in terms of number of users, laptop ARPU is six times greater than handset ARPU.

Bluetooth at Fiesta Fiesta: Proximity Marketing in Action

Attendees at the “Fiesta Fiesta” event in Alamo Plaza on April 16 might see a pop-up message might appear on their Bluetooth-equipped mobile phones offering a 15 percent off coupon for a Fiesta pin.

The message comes from Blue Zone Mobile Media, which employs Bluetooth technology to send coupons, images, ring tones and video clips to cell phones within a 300-foot radius of its broadcasting device.

The San Antonio-based advertising company partnered with the Fiesta San Antonio Commission for the event. Blue Zone also is working with Pocket Communications Inc., Toyota Motor Co. and Anheuser-Busch InBev to send out Bluetooth ads to cell phones during Fiesta.

Levi's, Bacardi and Pepsi all have dabbled with Bluetooth ad campaigns on mobile phones, offering incentives at festivals, train stations, bus stops and shopping malls. Last month, the Bluetooth Special Interest Group used Bluetooth wireless technology to send songs and wallpaper from various artists to the mobile phones of people attending the South by Southwest Festival in Austin.

When the consumer comes within range of Blue Zone's hardware, they receive a message from one of its advertisers, McWright said. From there, the user can accept or decline the invitation, he said. If they accept, Blue Zone can transmit a video clip, ring tone or coupon to them.

“We make sure our campaigns are 100 percent opt-in,'' said Vincent Hearn Jr., Blue Zone's founder.

http://www.mysanantonio.com/business/Bluetooth_messages_to_pop_up_for_Fiesta.html

Social Marketing Generates Qualified Sales Leads, Business Owners Say

Some small business users of social networking for marketing purposes are relying heavily on tools such as Twitter, blogs, LinkedIn and Facebook, a survey of some 700 early adopters finds.

About half the respondents to the survey were sole proprietor operations, typically in service businesses. The study was conducted by Michael A. Stelzner, indicates that users gain not only by increased awareness, as you might expect, but also served as a lead generation tool.

About 48 percent of respondents say social marketing created qualified sales leads.

Small Businesses Say Social Marketing Really Works

Mobility and social networking increasingly are seen as fundamental underpinnings of tomorrow's marketing environment. And though it is tough to quantify, some very-small business early adopters do believe social marketing has really worked for them. And while social media takes time, as much as 20 hours a week, respondents say it saves them money.

According to ABI Research, mobile marketing revenues will increase to more than $24 billion worldwide in 2013. CCS Insight believes that by the end of 2009 annual mobile advertising revenue in Western Europe alone will amount to €236 million.

Mobile is crucial for small businesses trying to reach their local consumers, it often is noted, in part because most small businesses sell locally. It also might be true that, though use of social media is not yet mainstream, small businesses--especially those run by sole proprietors--can rely on social media for marketing.

Some 88 percent of respondents to a recent survey of business professionals recruited using Twitter, blogs or Facebook use social media to market their businesses. About half the respondents are sole proprietors.

Twiter was used by 86 percent of respondents while blogs were used by 79 percent of users. LinkedIn was used by 78 percent of respondents and 77 percent said they used Facebook.

Business owners were more likely to use social media marketing (more than 90 percent) than employees working for a business (81 percent). People aged 30 to 39 years were most likely to use social media marketing (92.8 percent), says vMichael A. Stelzner, founder of WhitePaperSource.com.

A significant 61 percent of those investing more than 20 hours per weeks are using social bookmarking sites.

The largest group just getting underway with social media marketing was sole proprietors (30.2 percent reported just getting started) while owners of small businesses with two to 100 employees were the most experienced (29.3 percent reporting doing social media marketing for years).

A significant 81 percent of all marketers indicated that their social media efforts have generated exposure for their businesses. Improving traffic and growing lists was the second major benefit, followed by building new partnerships.

An unexpected benefit was a rise in search engine rankings reported by more than half of participants. As the search engine rankings improve, so will business exposure, lead generation efforts and a reduction in overall marketing expenses. About one in two marketers found social media generated qualified leads.

Social marketing takes time. But it also substitutes for paid media buys.

Rural Broadband, Green Energy and Externalities

The reason people ought to study economics more carefully is because good intentions do not always translate into "good results." In the broadband access and "green energy" businesses, though the assumption is that more broadband, and more green energy are purely positive, each could destroy some jobs, some economists note. As always is the case in real life and the real economy, choices have consequences not intended. 

The general notion about broadband spending mandated as part of the national economic “stimulus” plan is that it will create jobs. To be sure, construction of the access networks will drive some direct employment.

Some 128,000 jobs (or 32,000 jobs per year) could be generated from network construction over a four year period, and each job would cost $50,000, according to Dr. Raul Katz, adjunct professor at the Columbia Business School.

Beyond that, such new broadband facilities are supposed to spur economic development as well. But will it?

Unfortunately, says Katz, research on the productivity impact of broadband indicates the potential for capital-labor substitution and consequently, the likelihood of job destruction resulting from broadband deployment, as well as some incremental job creation. So the issue is whether net job creation exceeds net job destruction, and by how much.

You might think bringing broadband access to any community can only be a plus. As it turns, out broadband creates jobs and destroys them as well.

Since broadband tends to enable the outsourcing of jobs, a potential displacement of employment in the service sector from the area targeted for deployment might also occur, says Katz.

Also, some job creation in the targeted areas could be the result of relocation of functions from other areas of the country, and therefore, should not be considered as creating incremental employment, he adds.

Still, Katz says, the study results indicate that some job creation aside from the actual construction jobs is feasible. “Our estimates indicate that over four years the network effects could range from zero to 270,000 jobs over four years (approximately 67,500 jobs per year), although anecdotal evidence would point to the lower end of this range,” says Katz.

Separately, a new study by an economics professor Gabriel Calzada of  Juan Carlos University in Madrid says Spanish government spending on green energy to boost job creation kills 2.2 jobs for every green-collar job it creates. The damage could be even worse, the study says, if job destruction from companies fleeing Spain’s higher energy prices were included, he argues. 

What the study says is that government spending on renewable energy is less than half as efficient at job creation as private-sector spending. Specifically, each green job required on average 571,000 euros, compared with 259,000 euros in “average capital per worker” in the rest of the economy. In other words, more jobs could have been created had the money been spent in other ways. 

Some people might not consider "opportunity cost" (spending on one thing means money can't be spent on an alternative good) to be a real cost. One has to make a judgment cost about whether twice as many new jobs, were money invested another way, a better outcome. 

One can always quibble, perhaps even vehemently disagree, about economic studies. But all actions in economic life do represent choices: spending one way precludes spending another way. Businesses that can't make money die. I doubt it is possible to find many, if any, people who argue we should not extend broadband to every household and business, even if doing so will cost some jobs, as well as create some others. 

Few people, if any, will argue the United States should not achieve energy independence. But every positive step in that direction will have implications in other areas. Some forms of alternative energy consume vast quantities of water, a key issue in the western United States. Plants grown for energy raise food prices, globally. As there are no free lunches, there are no positive steps we can take that do not involve some negative consequences as well. Those consequences always should be part of the decision making process.

Cord Cutting Growing, But Landlines Relatively Stable: Why?

Switched access lines provided by telcos in the United States have decreased by 17 million lines from 2005 to 2008 and telcos will lose another 10 million by 2011, says Patrick Monaghan, Yankee Group senior analyst.

You might think that is caused by users dumping their landlines in favor of mobile-only service.
But Monaghan doesn't think wireless substitution explains much of the incumbent line loss. In fact, he says, residential home phone service has only experienced a two-percent year-over-year loss from 2005 to 2008.

That's something on the order of five million subscribers. His conclusion: Most consumers are not cutting the cord. They simply are choosing cable or other providers.

There's one other important data point. Business lines in service have grown slightly over that same time period. Paradoxically, cord cutting has increased at the same time that fixed voice lines have held about level.

All of that is hard to square with estimates that 13 to 16 percent of U.S. homes already are wireless-only.  The logical inference is that higher numbers of households headed by younger people are wireless only, at the same time that business use of fixed voice is up a bit and consumer use is down a bit.

An impressionistic example: as my four children headed off to college, my own household dropped one landline and added one mobile account, but now there are four more wireless-only "households" out there.

Monday, April 13, 2009

Broadband Stimulus: Mapping Isn't the Issue for Rural Areas

Some people argue that the broadband stimulus funds should not be spent until we have better mapping to tell us where the problems are. People at the local level know where the unserved areas are.

You never will ever meet a rural telco or rural cable operator that isn't painfully aware of locations where broadband isn't available by wire.  Small communities aren't like big metro areas. People know each other, and that goes for anybody charged with providing broadband services using wires.

"Underserved" is a different matter. First you have to decide what that means, and what causes it. In some cases, lack of money, lack of PCs or lack of interest or knowledge are big issues there.

But lack of knowledge isn't the hold up in rural areas. Local people know where they need to get. Let them get there.

Consumers Want Choice: Will They Get it?

There's no question but that the central value multi-channel video services provide is "more choice."

Up to this point, industry economics have worked fairly well. Distributors have been able to build sustainable businesses delivering more choice, adding more niche channels to a basic tier.

As recurring fees continue to increase, resistance will grow, some believe. Analysts at the Diffusion Group, for example, say more consumers are unhappy than happy about having to buy a bundle of channels to get access to the relative few they actually watch.

An argument can be made that any move to full a la carte buying will reduce choice, as most smaller networks will not be able to create advertising revenue streams under such a regime.

You will know a tipping point has been reached when the first major network decides it can forego exclusive distributor carriage. That tipping point still seems relatively far off, though. It is hard to see any change from the current bundled offerings that is anywhere close to revenue neutral, even for the largest networks. Small networks will be hurt by a la carte.

http://asktdg.com/blogs/tdg-opinions/archive/2009/04/10/paytv-operators-must-embrace-expanded-consumer-choice-that-is-if-they-hope-to-avoid-becoming-dumb-pipe-providers.aspx

Broadband Stimulus "Ts and Cs" Might be Decisive

There's lots of speculation about whether large telcos will apply for American Recovery and Reinvestment projects to be sponsored by the National Telecommunications & Information Administration portion of the act. Much depends on the definitions and strings.

Though the precise meaning of "underserved," "unserved" and "broadband" are important, other apparently smaller matters, such as wholesale obligations, could be decisive. Carriers large or small are unlikely to apply if it means any new infrastructure, or an entire network, would be subject to mandatory wholesale rules, beyond those already in force.

At the moment, nobody can be sure what those terms and conditions might be.

http://www.dailytech.com/Broadband+Firms+Waiting+to+Apply+for+Stimulus+Funds/article14840.htm

Broadband Stimulus: Internal Contradictions

Not that it really will matter, but among the more-obvious internal tensions built into the "broadband stimulus" provisions of the American Recovery and Reinvestment Act is the difference between "create jobs" and "create broadband." ARRA is supposed to be about jobs, broadband is secondary.

The other obvious intellectual inconsistency is the preference for non-profit applicants for the National Telecommunications & Information Administration program, with the concomitant preference for projects that can be self-sustaining after program funds are exhausted.

The logical way to create self-sustaining capabilities is to allow for-profit entities to create a business case, and then fill a need by building new broadband infrastructure, or by creating other enabling mechanisms to encourage greater use or greater speeds and capabilities.

But that would be business logic, not political logic. There is a logic to political rationality. It just isn't the same thing as business rationality.

UC: Video as Lead App

Of late, unified communications has been as much about conferencing as anything else, despite all the effort that continues to be made to position unified communications as a "super category" that includes elements of phone systems, messaging, desktop and mobile communications.

UC integrator U4EA Technologies, for example, now has a partnership with Vidtel. By combining U4EA’s Fusion series Multi-service Business Gateways (MSBG) with Vidtel’s new video calling and conferencing services, the two companies hope to ensure video call quality and the fully utilization of WAN bandwidth.

U4EA says it is the only QoS technology specifically designed to support unified communications, including video applications.

Mobile and Proximity Marketing Won't Avoid Typical Mistakes

Every new medium inevitably begins life as a new way of doing something that already exists. Mobile marketing, proximity marketing and other location-based media will not escape this pattern, either. Still, practitioners seem more widely attuned to the idea that conversations are the perhaps-uniquely new aspect of mobile marketing. In fact, facilitating conversations might be the most significant new development for practitioners whose traditional mission has been to position and sell things.

http://ow.ly/2Guv

In Stadium Proximity Communications Now Available

One of the chief advantages mobile devices possess, compared to more location-based devices such as PCs, is locational: mobiles are with users virtually all the time. That means proximity communications and marketing, though developing, hold so much promise. Consider sporting venues, where all sorts of undesirable behavior can, and does, occur.

So In Stadium Solutions provides messaging capabilities in sports and other entertainment venues allowing attendees to send messages directly to stadium medical or security personnel.

http://www.instadiumsolutions.com/index.php?option=com_content&view=article&id=44&Itemid=53

iPhone, BlackBerry Downloads: Different Pattern?

Games lead iPhone app downloads, comScore reports. Nearly half of the the 25 most popular mobile apps are games. Among non-gaming applications, social networking applications: Facebook and MySpace Mobile also can be found. So far, at least, the iPhone, though used by business end users, does not seem to have broken out of its "consumer" appeal base.

Research in Motion's BlackBerry App World has not been in operation long enough to determine whether BlackBerry users behave differently, but at least initially, one suspects that social networking apps are among the top 10, whether that is Facebook or instant messaging clients. One perhaps notable difference is downloads of the Opera Mini browser, for perhaps-obvious reasons. BlackBerry users tend not to rave about the default BlackBerry browser.

http://ir.comscore.com/releasedetail.cfm?ReleaseID=375787

Sunday, April 12, 2009

New Rules for Marketing

Listening to consumers is more important than talking at them, says Advertising Age. "The consumer is not a moron, she's the person defining your brand."

You can't hide the corporation behind the brand anymore, or even fully separate the two. Radical transparency now means bad corporate behavior will damage subsidiary brands, while good behavior also can help subsidiary brands.

Public relations now is a primary concern for every chief marketing officer and brand manager. If "marketing" and "PR" are not the same department, tear down the wall. Spend time deciding whether PR is underleveraged in your organization, says Advertising Age.

Cause marketing isn't about philanthropy, it's about "enlightened self-interest."

Social media is not a strategy in and of itself. Nothing will substitutute for good products.

Business Wireless Spending to Accelerate

Some 45 percent of business decision makers polled by Harris Interactive state that wireless applications are important or absolutely essential to remaining competitive in today’s highly competitive marketplace. The survey of 700 small, medium and large businesses found the companies surveyed expect a 15 percent improvement in their bottom-line over the next 12 months.

Improved communications were seen by 23 percent of respondents. About 18 percent expect improved employee efficiency. Another 14 percent expect productivity and process improvements. An equal percentage expect improved customer care. About 11 percent expect cost reductions.

Whether one agrees or not, respondents indicate that, for whatever reasons, they are increasing their wireless spend. The survey shows the wireless portion of the companies’ voice and data infrastructure increasing from 35 percent over the last twelve months to 41 percent over the next twelve months, an increase of nearly 20 percent.

http://www.ctia.org/media/press/body.cfm/prid/1813

Sprint Proximity Marketing Campaign Launched

Sprint is supporting a proximity marketing campaign at Kansas City's Sprint Center.

http://billboard.prweb.com/releases/2009/03/prweb2269584.htm

Proximity Marketing for "Fast and Furious"

Interactive trailers for the movie "Fast and Furious" are available for download free-of-charge to Bluetooth enabled mobile phones at select cinemas and other public locations throughout Germany. The interactive trailers offer the mobile viewer a one-click access to "Fast and Furious" sweepstakes contest and allows them to purchase movie tickets for upcoming screenings of the film in select cinema chains in Germany.

http://sev.prnewswire.com/advertising/20090331/SF9150631032009-1.html

Are ISPs Overselling the Value of Higher Speeds?

In the communications connectivity business, mobile or fixed, “more bandwidth” is an unchallenged good. And, to be sure, higher speeds have ...