New Mobile Content - It's Out There

After just getting back from holidays and really wishing I could ease back into the working life gently (how naive I am!), I had quite a highlight in meeting a very interesting lady from 5th Finger today.

We spoke about mobile content development and delivery. Note that I'm a little skeptical about this kind of content, from your typical $4 per message through to your WAP/GPRS download charges at $0.02c per kb - such a rip off that I predict this is the one thing holding back the mobile content revolution in Australia.

We chatted about a few really funky ways to create and deliver content. One in particular that burnt into my mind was a fantastic infra red & blue tooth technology that allows you to transform any sign, poster, Adshell or whole locations (ie. events) into a mobile content delivery device.

WOW. What a way to interact with your customers - with out the message costs and data transfers. It's even got a skeptic like me interested.

There are so many uses for this technology, take any big event. So as you walk through the gate with your tickets, walk past the huge sign that says "download your free event guide now" or "turn on your blue tooth or infra red device" and you think what the hell? I didn't bring my laptop or PDA. Seconds later your mobile phone message tone goes off and bingo! Press ok to receive the "Bathurst 1000 Event Guide & Wallpapers" that are now automatically transferring to your phone via the handy integrated blue tooth transceiver embedded in that advertisement.

Neat huh? So I went away thinking what kind of amazing content you could create for these type of events, program guides, wallpapers, ringtones, videos, pictures, articles and even competition entry forms that link straight back via a users WAP/GPRS to your database!

Geez, I'd love to see that in action so we can diversify our mobile content advertising & delivery services. Seeing media advertisements with actual "bonus" content or better yet "free offers" that you can instantly access on your mobile while out walking around.

Needless to say, my day got even better.

Walking through Wynward station I noticed a great piece of artwork from Coke. It had a fancy back light that was doing some pretty cool movement lighting up different parts of the ad. I'd seen these in bus stop AdShells before. Then I took a double take on the headline "Turn on your blue tooth to get a free Coke Summer Mobile Game". I couldn't believe it. My blue Tooth was already on and by the time I read the headline my phone had beeped and I was receiving the free game!

Shame it was the lamest version of space invaders with a coke bottle thrown in I've ever seen but the concept is brilliant. While standing there, 2 other people both downloaded the game in about the 1minute I was there reading the poster for any extra details.

Imagine this in supermarkets, shopping centres and specialty stores providing you offers and discounts as you walk past signage or into stores. Or better yet, getting custom content at the footy or cricket - stats, videos, wallpapers, articles, interviews and more...

There is also the ability to set up wireless networks of "Hypertag" technology, tracking users around at delivery points, reporting on downloads and offer delivery. Hypertag technology can be placed with almost any traditional media placements.

You might just see something like this at the "Super Cheap Auto Bathurst 1000" this year ;) This type of mobile advertising and content development is certianly something IdeaWorks has its finger in and will continue to grow with the surging mobile market.

So connect consumers with your Brand. Engage them. Deliver.
It's also not nearly as expensive as you think!