You are here

Mobile Telephony

Building Bridges through Mobile Marketing

Sydney.
Rachel de Sain is the next speaker at the Australasian Media & Broadcasting Congress; she is Strategy and Commercial Manager for Mobile at Sensis. Her focus is on mobile advertising and marketing. Sensis operates brands such as Yellow Pages, WhereIs, TradingPost and Citysearch, and has recently come around to placing this content in Google and Google Maps as well - in this, mobile has become one of the most fundamental parts of the business.

Sensis gets around 2.5 million searches from mobile devices per month, and this doubles around every four months. Mobiles now have a 101% penetration rate in Australia, but over 49% of Australians have owned a phone for over 7 years, so it's not a new technology any more, even though technological features keep changing. Benefits for consumers are that mobiles are always on, that they choose whom to communicate with, that communication is personalised, and that it is relevant on the fly - if therefore provides confidence for consumers. For advertisers, the always-on nature is also attractive, and customers using mobile phones to connect are genuine customers, not windowshoppers. Also, the return on investment is measurable. Overall, though, the mobile is about building bridges, it takes users from one platform to another, and this is crucial.

Mobile Media Advertising Opportunities in Australia

Sydney.
Up next here at the Australasian Media & Broadcasting Congress is Michael Smith, Corporate and Consumer Group Marketing Director at Optus, who shifts our focus to mobile media. He notes that some 75% of the Optus Zoo mobile portal is user-generated - "stuff that's interesting to me". Users want to access content on their own terms, and so Optus is connecting with a number of media industry partners - this is different from the completely integrated Telstra Bigpond approach, or the handset-as-portal approach of the iPhone, for example.

Youth Interaction and/with Mobile Phones

Tartu
In this post-lunch session on the final day at CATaC 2006 we're focussing on mobile technologies, and Andra Siibak is the first presenter. She notes the increased scale and magnitude of social interaction through computer-mediated interaction; this also involves youngsters forming their identities and creating favourable impressions of themselves. Despite the wide range of identity portrayals available to them, women still appear to present themselves in what are thought to be the most favourable formats, as Andra found for the Estonian social networking site Rate (and we're focussing here especially on the site's dating aspects) - here people are able to view photos of others and rate them.

Examining the Use of Mobile Phones in Public Places

Dresden
ICA2006 day four has started with a session on mobile telephony. The first paper is by Scott Campbell and deals with cross-cultural perceptions of mobile technologies. The theoretical framework here is something called Apparatgeist, which explains multi-national trends in how people think about and use personal communication technologies (PCTs). There are tensions between autonomy and privacy, around how these technologies are used, etc., and Apparatgeist (literally the spirit in the machine) helps explain how people are oriented towards these technologies. There is a socio-logic of perpetual contact by which humans are naturally driven towards social connection, and essentially the concept draws attention to some apparent universals in how we think about and use PCTs.

Wireless and Wirelessless

University of Sussex LibraryAnd we're off … the first sessions at AoIR 2004 (about 8 running simultaneously) have started now. I'm in one on mobile phones and wireless access. Kakuko Miyata starts this session, speaking of Internet use through mobile phones in Japan. She has three research questions: who uses mobiles to access the Net, how do people use these media, and does the use of the Net increase their social capital?

Wireless Keynote

The second keynote is by Nina Wakeford of INCITE at the University of Surrey. Her topic is "The Identity Politics of Mobility and Design Culture". She builds on queer theory and suggests that we might take from it the break with an understanding of identity as fixed - this then is directly relevant to studies of mobility, of course.

Excavating Mobile Media

Erkki Huhtamo is the second speaker in this keynote session. He is a Finn who is now based at UCLA, and will present notes towards an archaeology of mobile media. His full paper is available for download from the ISEA2004 site. He begins by reflecting on the future of mobile media - a nice image of the upcoming Sony Pocket Playstation device (strangely enough with an image of the hand of the alien from Alien reaching for Harry Dean Stanton's head - some ironic self-reflection on Sony's part? Probably not).

On the other and, how do you 'do' the history of the new - is it a kind of 'current history'? Huhtamo is interested in the 'secret' histories of new media (this fits well with the previous keynote). This means digging beyond dominant histories, working against what he calls corporate 'cryptohistories' (idealised versions of history) and looking without a predetermined goal in mind. Additionally, he is interested in uncovering cyclical, recurring ideas or topoi in history. Important to remember in this is that media exist always within the cultural frameworks that envelop them (media specificity may therefore be cultural specificity), and it is therefore also important to pay attention to its discursive dimension.

Partially Disconnected Wireless Experience

Well, we're in sunny (no, really) Helsinki now. And unfortunately there's a problem with the wireless connection - so I guess I'll blog this off-line for now and will then try to upload it later. Ironically, today's theme is 'wireless experience'...

 Sofas on Stage?The Lume Media Centre (part of the University of Art & Design Helsinki) where we are at the moment is a nice refurbished building, all built in typically efficient and user-friendly Nordic design. There's even a couple of sofas on stage for the panel sessions! (I'm taking photos and will try to add them to these blog entries when I get them developed. For next time, I really have to get a digital camera...

Back to Wearables

We're now back to talking about wearable technologies, with a focus on embedded devices. Kelly Dobson from MIT makes the start. Some interesting work on human/machine feedback - e.g. a blender whose speed responds to the intensity of how a human operator growls at it. Some anthropomorphising of machines, or mechanomorphising of humans? She's also developed body extensions like a wearable bag called ScreamBody which a user can scream into (without being audible to anyone), thus recording their scream, and the later release the scream elsewhere, as well as HugBody (recording and recalling hugs).

Pages

Subscribe to RSS - Mobile Telephony