Mobile Fix: 4 Ps mobile framework

Simon Andrews, founder of the full service mobile agency addictive! (and a chair at this year’s Media Playground event), on People, Places, Physical and Promotion…

Our 4 Ps mobile framework has been proving useful with clients recently and this week most of the news maps well against it;

Devices

The big news on devices is – for once – not about smartphones or tablets. The entry of Google into the netbook market with Chromebook is really interesting and potentially very disruptive. Whether it means we won’t see a Nexus tablet, we don’t know, but is another big play in the battle between Google and Microsoft.

And with Nokia losing momentum until the Windows partnership bears fruit, new data shows that Apple and Android are both gaining ground across Europe.

Places

Google Maps is adding really valuable data to the Google machine. Knowing where millions of people are going is powerful data and Google directions give them a significant window into this space. Of course Nokia invested heavily in Navteq to get this sort of data too and Microsoft continue to push Bing Maps.

People

The power of the social graph continues to drive Google and Marrisa Mayer has been articulating their approach to social.

Physical

We’ve been doing a lot of work recently looking at mobile and retail, and this summary from emarketer looks at how mobile is disrupting the purchase funnel;

The most common single action after a smartphone search was to visit a store in person, done by 55% of respondents.

Of course we agree with McKinsey that the funnel has flipped into a decision journey.

Smart mobile thinker @edent has an informative blog post about the effectiveness of QR codes.

At the Google I/O conference one of the big announcements was about Android Everywhere, which includes Android @Home – demonstrating the possibility of android devices connecting with hardware. One example was network controlled LED lights so you could turn your lights on at home when you’re still as work. Truly connecting mobile with the physical world.

Promotions

Mobile Royalty Russell Buckley recently left Google/Admob and has turned up at Mobile coupon pioneer EagleEye.

GAFA

Regular readers will remember our other framework for looking at the mobile/digital ecology is GAFA – reflecting the fact that Google, Apple, Facebook and Amazon control most of the space.

Whilst Microsoft has been knocking on the door of this group for a while – particularly with the Nokia deal – their Skype acquisition probably puts them back in the game.

But they still have away to go. With this weeks announcement of Google Music the cloud content wars really kicks off – Amazon, Apple and Google now have significant offerings in music, movies and books. Microsoft haven’t really got a content play other than Xbox, which is obviously huge in games but hasn’t succeeded in music etc. And whilst Facebook don’t compete directly with the others – yet – they do have the eyeballs that content needs to be monetised.

So we expect to see Microsoft try again with content. Maybe their next move is to buy Netflix and Spotify? Or is our left field theory about some form of partnership with Amazon looking more credible? Imagine if Amazon could distribute and monetise their content on Windows/Nokia smartphones?

More ranting about mobile sites.

In the US far more retailers are getting the message that a mobile site is a business must. And some analysis we did into banking shows that virtually every US bank has a fully functional mobile site as well as apps across most platforms. In the UK it’s very different. As someone pointed out at this weeks’ Mobile Upfront in New York:

“Right now, mobile search is a bargain in terms of CPC & conv vs online”

But if you don’t have a mobile site, you can’t profit from this. In nearly every case we have looked at, the search value unlocked by having a mobile site will cover the development costs in matter of months.

Finally

We’re hiring. We have some very cool projects on the go and need to recruit some brilliant people. The key talent we’re looking for is in UX and Interaction Design, and in project management. If you know anyone really good, who wants to get involved in the most exciting space in marketing, have them get in touch.

We’re speaking at an IAB event next week with a brief to translate into English some of the buzzwords often used to complicate mobile. We’re working on a bingo style ‘presentation’ which should be fun.

And we’re going to occasionally share culture that inspires us – so this week a new tune that’s big on the addictive boombox – Michael Kiwanuka.

Click here for your full Mobile Fix (complete with links to background articles).

Simon Andrews is chairing the Mobile Advertising session at MediaTel Group’s Media Playground 2011 on 9th June. For more information and to buy a discounted ticket, click here.