Word of Mouth Works

Columbia sociologists Lazarsfeld and Katz estimated that word of mouth was seven times more powerful that newspaper or magazine ads in motivating brand-switching as early as 1955.

In 1975, the Roper Organization showed that word of mouth was mentioned as the best source of information about new products and services 67% better than advertising at 53% or editorial content at 47%.

A 2003 Cap Gemini study (cited by AdAge in TV Ads Don't Sell Cars) into the influences on car purchases showed that 71% of the 700 respondents pointed to word of mouth compared to only 15% for television ads. McKinsey estimated that word of mouth drives two thirds of the US economy. Conversation Agent: Permission is an Asset

That's basically why social media work: they are updated, more efficient word of mouth mechanisms.

MasterCard invests in mFoundry

MasterCard has made an investment in mFoundry, the developer of mobile banking, payment and commerce solutions that created the Starbucks mobile payment system. MasterCard also seems to be interested in mFoundry's relationships with hundreds of banking institutions that have created their own branded apps. 

Intel Capital, Fidelity Information Services and Motorola Mobility also are said to be part of the funding round for mFoundry. Previous investors include PayPal and NCR. The list of backers illustrates some of the dimensions of the developing mobile commerce ecosystem, which includes mobile handset, payment clearing network, retailer terminal, mobile wallet and mobile advertising and marketing functions as well.

For the past five years mFoundry has been developing mobile banking applications for banks that typically enable users to check their balances and conduct other financial services from their phone.



Going forward, MasterCard wants to work with mFoundry to enable those applications to make payments at the register using MasterCard’s near-field communication (NFC) technology called "PayPass." MasterCard invests in mFoundry

Tablets are Not PCs, Google Finds

One of Google’s studies of tablet use over a two-week period, which had users recording every occasion that they used their tablet, shows that tablets really are not PCs, any more than smart phones are used in the same way that PCs are used.

Most consumers use their tablets for fun, entertainment and relaxation while they use their desktop computer or laptop for work, Google User Experience Researchers Jenny Gove and John Webb say. About 91 percent of the time that people spend on their tablet devices is for personal rather than work related activities.

And, as it turns out, when a consumer gets a tablet,  they quickly migrate many of their entertainment activities from laptops and smart phones to this new device.

The most frequent tablet activities are checking email, playing games and social networking. The study also found that people are doing more activities in shorter bursts on weekdays (social networking, email) while engaging in longer usage sessions on weekends (watching videos/TV/movies).

Tablets are multi-tasking devices with at least 42 percent of activities occurring while doing another task or engaging with another entertainment medium.

Also, tablets are more accurately described as “untethered” devices than “mobile” devices, to the extent that tablets primarily are used at home. Unlike smart phones that go everywhere and laptops that travel between work and home, few consumers take their tablets with them when they leave the house.

However, consumers do take their tablets on vacation or work trips where they use them as a laptop replacement and a small number take them on their commute. The  research also found that tablets are for the most part a one-person device, although there are consumers who share their tablet with other family or household members.

Tablets are used on the couch, from the bed and in the kitchen.


The activities and locations shown in the above chart were self-reported by respondents.

For many people, websites and apps designed for smart phones just don’t cut it on tablets. Instead consumers are taking advantage of the bigger screen and prefer using fully featured apps and the full desktop sites on their tablet. Users also seem to do things on tablets that are exclusive to the tablets.

That could indicate that people shift app use to the tablet from their smart phones and PCs, or only undertake use of some apps on the tablet, when they might do so on a PC or smart phone.



Google on tablet use

Enterprises Going Mobile Faster than Expected

Global enterprises are shifting to mobile-only communications more rapidly than expected, a new study sponsored by BroadSoft suggests. Notably, 25 percent  of enterprise IT decision makers believe desk phones will be replaced by mobile phones within two years, while 82 percent of enterprises have employees currently using mobile applications for communications and collaboration. Enterprises embrace mobile

The survey, conducted by Cohen Research Group, gathered insight from 200 U.S. and 200 UK IT decision makers (CXOs, VPs, Directors) at enterprises of all sizes.

Some 44 percent of enterprises surveyed have at least a quarter of their workforce operating solely using a mobile phone. Some 30 percent of enterprises support tablets as well.  You might think the trend would be more pronounced at smaller enterprises, but the survey suggests the mobile substitution trend is most pronounced in the mid-market and enterprise segments of the market. This tends to be most true for organizations with six or more locations.
Fully 62 percent of respondents are expanding their enterprise’s unified communications capabilities, while instant messaging, web collaboration and videoconferencing were identified as the top UC services they are looking to support on mobile devices over the next three years.

Also, some 72 percent of U.S. respondents are looking to deploy videoconferencing across their organization in the next year, compared to 56 percent in the United Kingdom.

Many respondents believe their mobile network operator is better positioned to deliver single voicemail, instant messaging, video calling, unified messaging, voicemail and email integration, extension dialing and video conferencing than fixed line providers, Microsoft, Google or IBM.

When asked who could best deliver a complete, integrated set of unified communications services, “my mobile service provider”, Microsoft and Google were top choices among respondents.

Separately, PwC sees enterprise mobility growth as well, in part because the nature of work at enterprises is changing. As exemplified by the tablet boom in the consumer market, so enterprise work now includes content consumption, in addition to content creation. Smart phones and tablets are the key devices in that regard.

In many ways, the BroadSoft data should not be surprising, as it simply tends to mirror similar changes in consumer markets, where mobile data is driving service provider revenue growth.

Mobile data will be the largest contributor to U.S. telecom service provider growth over the next five years, says Pyramid Research.

Voice services are expected to dwindle, on both the fixed and mobile networks, but remain significant. There is a shift from circuit-switched voice to IP telephony, but revenues are not keeping pace. Since at least 2007, mobile voice revenues have been of greater magnitude than fixed-line voice, as well.

The U.S. telecom market generated $367 billion in service revenue in 2010, an increase of 3.1 percent over 2009.

"We expect the market to grow at a 3.1 percent compound annual growth rate over 2011 to 2016, reaching $443 billion in 2016. U.S. telecom revenue forecast

While it was the fourth-largest service segment in 2010 (after mobile voice, fixed voice and pay-TV), Pyramid Research projects mobile broadband will have a 12.7 percent CAGR over the 2011 to 2016 period.

That means that mobile broadband services will overtake mobile voice, fixed voice and entertainment video  to become the single largest revenue stream in the U.S. telecom industry by 2016.

As demand for fixed circuit-switched voice decreases, fixed VoIP will increase, growing at a 12.2 percent CAGR from 2011 to 2016. But VoIP still will be the smallest of all revenue streams over the forecast period. There might continue to be some small dial-up Internet access revenue, but it will be negligible.

Small Business Social Media Channels

U.S. small businesses think Facebook is a useful and effective marketing tool, according to Constant Contact. About 83 percent of respondents say Facebook is "very" effective or "moderately" effective as a marketing tool. 


About 47 percent think Twitter is similarly useful. 


Will Brands Be Successful on Google

Australia National Broadband Network Faces Cost Overruns, Demand Issues

Capital investment for the National Broadband Network will top $50 billion, while slower-than-expected development of digital video content could put at risk the financial returns for the ultra-fast network, a confidential report states. 


The Australian government has been told by its own corporate advisers, Greenhill Caliburn, that costs will be dramatically higher than the $35.9 billion in capital costs the government has been claiming. 

Take rates also have been lower than many had expected. So far, 11 percent to 16 percent buy rates have been seen. Keep in mind that those buy rates reflect sales by all retail providers in each market, not the share held by any single contestant.  Costs too high?

The Joint Committee on the National Broadband Network has warned that NBN Co may be showing early signs of cost-blowouts and delays, with timeframe slippage and higher than expected operating expenditure recorded during the last six months. Retail pricing an issue?


In the committee's latest report (PDF), chair and independent MP, Robert Oakeshott, said that compared to the NBN Co Corporate Plan, a lower than expected capital expenditure and higher than expected operating expenditure result had been observed.


"This could be an early warning that it is costing more to do less, when compared to the expected results in the NBN Co Corporate Plan, even though the committee has at this stage accepted the argument from NBN Co that other reasons are behind this," the report reads.

Google’s Six Minute History Of Search

Here's a six-minute video clip that describing Google's history as a search company, from its earliest days of Larry Page and Sergey Brin’s PageRank algorithm to its more recent feature launches, like Google Instant. 


The video features interviews from key members who have worked on Google Search, including Google Fellows Ben Gomes and Amit Singhal, and Google VP Marissa Mayer, who led Search for a decade before taking the helm of Google’s local products. Google’s Six Minute Recap Of The History Of Search