I installed an TV from Telekom on my iPhone a few weeks ago. So far the only one watching the stuff is my 8 year old son. As it turned out, there are a couple of channels (like Cartoon Network) not available by our current cable provider. Honestly I installed the app just to test it, but I realized how handy it becomes on the train when I am embarking on long trips.

TV as we know it is dying. My son find it entertaining but at the end of the day, he wants interaction just like he does with his Playstation. The passive user type is an endangered specie in the realm of modern technology. TV will evolve for sure, I cannot wait for the era of the real converged media.

The service for having “Mobile TV” from Telekom is another 5 Euros a month on your bill. If you ask me is worth the money. At the same time it makes me realize that iPhone users or as I heard the other day “App Phone” users are the only one with a flat rate that allows this type of app. If you think about it, most people who can actually afford app phones grew up watching TV.

On my way to work I’ve seen people watching morning TV shows. I find it interesting because Germany is a country that is not very keen on “TV watching” lifestyle. It makes me wonder how it will be in USA…

So everything started this last summer. My bike was basically dead and I wanted to go biking with my son, so I opened an account with “Call a Bike” the renting bike service from the Deutsche Bahn (trains) here in Germany. Starting at 0,08 EUR/Min is not the cheapest service, but somehow convenient when you are bikeless. After registering online I was almost daily using the service. The whole process of renting the bike is a terrible pain in the neck. It should be easier, especially if you have an smartphone with you. I though this service needed an app to boost their business and make life easier for everyone.

A screen from my iPhone app
Click to enlarge

An app? yes. For starters finding a bike can be a challenge. Although they have many, people seem to use them a lot, so you have to find one that is free. The DB have on the Website a Google map that tells you where to find the bikes. One would think that if you are on the road it would be a mobile friendly website…think again. Frustrated by the service or rather the lack of it, I decided to create a concept for an app that could solve the problem and make the whole experience more pleasant.

I downloaded a Power Point presentation where the whole process and the customer journey is explained to the detail and used it as the basis for my concept. I was aiming for:

• Open a new account directly from your mobile phone
• Read a PDF with the more important info
• Do the whole unlocking process via mobile phone
• Have a bike locator
• Speed and minutes counter
• Street map and route recording for further sharing
• Guided tours around cities in Germany (these could be sold for extra)
• Also in two languages German and English (there are tourists that also use the service)

I rolled up my sleeves and went to work. All pieces where finish to put a presentation together. It was the end of the summer and I though it might be stupid to come up with such application now when people will rarely use this service in the next following months. So I decided to put it off to the following month: October. The app could be ready for next summer, I though.

Official Call a Bike app

Those of you with an iPhone and living in Germany probably know that an official app from Call a Bike was release recently into the app store just a few days/weeks ago. Developed by the company INOZ from Berlin, it became an instant success, featured in the top position of the app store. Tho, still in version 1.0, it features a bike locator and lets you via Click-to-call rent the bike. It won’t take long before they work out version 2 featuring what I mentioned above.

As soon as I saw the app my jaw fell to the floor. “Don’t leave for tomorrow what you can do today” , “The early bird gets the worm”… All these similar phrases came to my mind at once. With technology timing seems to be in most times the decisive factor. When is just the right time and when is not? Are you too early on the game or too late? I guess there is a lesson to be learn here but I don’t seem to grasp it. What I do know for sure is that as soon as I get a similar idea, I won’t hesitate to at least build a prototype as soon as possible. If the idea is crap it won’t survive anyway and if is good it will stand the test of time… No excuses, just business as usual: blood sweat and tears (well, maybe not the tears).

Among the highlights of the evening was for sure “YOUR REEBOK”. An application for the iPhone created by the UK company insidemob for shoe manufacturer Reebok. The app is totally free and allows you to customize the colors and materials of your traines, upload your design to a gallery if you want to share your creation and even order them directly from your phone. The app is been running (no pun intended) for a few weeks on the app store with a very good acceptance. The only downside is that is 62MB! which is kinda big considering how many times you will use it.

Accuterra was also very interesting. Created by geospatial solutions company Intermap it promise to be the companion of choice for those who enjoy the outdoors activities. The application is a digital map system that can be updated wirelessly and give an accurate elevation and location of the terrain around you. The app is free for download and you only need to pay for the maps. The map sheets can be bough for specific areas or for large areas for under 70 euros. The small downside is that the app is only available in the US for the moment, but soon coming to Europe.

After the presentations a nice Bavarian dinner was served buffet style including “Helles” beer. There was a good time to network and meet some people. I’ll be there for the next event for sure.

If you have a smartphone, video is certainly nothing new. Most smartphones offer the possibility to play local video or over the internet. The promise of faster connections seems to be around the corner, but we know already than in places like Japan (the mobile test bed of the world) superfast connections have made possible TV Channels on the mobile phones. It is not surprise that advertisers are eager to recycle their Ad spots and get them mobile. However this is not a good idea for a medium so personal, intimate and in which relevant content is expected. We’ve learned our lessons from the internet and we know that the 30 sec spot will not work.

MTV Networks is finally waking up to the fact that TV alone won’t cut it. They’ve already lost a lot of their audience by lagging behind during the whole Internet revolution. This time around they want to make sure to stay on the cutting edge once again. As part of their research on VOD (Video on the demand) together with MobiTV, MTV just aunched “The How To Show“. Made exclusively for mobile phones, this show brings celebrities to showcase their trade. You’ll get to see the occasional 20/30 sec spot to begin each episode. But since the whole thing still an experiment, I guess we can forgive them for the moment.

Some stats for the skeptics

According to Nielsen’s Three Screen Report 13.4 million Americans watched 3.3 hours of Mobile video in the 1Q of 2009 and the numbers will increase when bandwidth become faster and more available. Teens for example, between the ages 13-17 are avid viewers of mobile video reporting an average of 6.5 hours of video on their mobile phones each month. These figures makes them the premium target group for any mobile video campaign.

I couldn’t find the stats for Germany (reliable anyway) for video usage, but in a country with 80 million people and 70% market penetration, that’s a hell of a lot of users! Pretty sure a big chunk is watching video.

Why Mobile Video and why now? Obviously a video still the most compelling medium to reach any audience because of the storytelling power it can provide. However, television is static and turn the user into passive recipients of content. Not good. So, imagine how powerful it could be to create videos that are relevant for users and how companies can establish a REAL dialog with their consumers. The next logical level would be to be contextual, followed by more personal and relevant video content delivered to you. Content that is associated with the brand of your choice and that follows that sense of “Forever there” that consumers are looking for from their favorite brands. Nobody seems to listen that the time has come for companies to give meaning to their brands and stop trying to compete for attention. In this context advertising is no longer a competition about who can scream louder, but who can be present at the right time, at the right place and who can actually give something back in return for the loyalty. The 30 sec spots while convenient for an Ad agency to recycle and play it on your handset is not only intrusive but sadly ineffective. We are at the stage now, where the new medium tries to adopt the format of the old medium(TV/Internet), but new uses for mobile video is just around the corner. I’ll keep you posted

Proving that advertising is more about engaging people than click-through rates, the New york agency Ringleader developed an ad campaign using Click-to-Call to create some buzz for the horror film “The Signal“. The most notorious part of this film is a mysterius transmission sound that turns people into serial killers.  The campaign gave the option of clicking on a number to listen the distinctive horrific sound (of course the campaign was mixed with other elements like video and a mobile website to create the total experience).

Another good showcase for this technology was seen in the campaign developed for Nickelodeon’s go, Diego, go presentation at Rose Garden auditorium in Portland last year. The Click-to-Call was used in combination with a promotional code to receive a 3$ discount to see the show.

The Click-to-Call apps

Several apps are now dedicated exclusively to provide you with a large database of telephone numbers for you to call. Apps such as the Yellow Pages, German Telefonbuch, White Pages, Qype… available not only for the iPhone, but also for other platforms like the Blackberry, Android and hopefully the anticipated Palm Pre (though too early to say).

The most challenging aspect of Click-to-Call is not how many clicks you get or even how many calls, but how many of these calls will convert into actual sales. To measure this efficiently is at the moment is not very clear and from what I understood very expensive to correlate.  According to Richard Rosen – “Call measurement requires an investment in dedicated phone numbers and some type of usage charge in order to prove ROI to an advertiser. Pay per call requires an entrepreneurial investment by providers in the phone lines in hopes of generating a premium “per call” fee to recoup those costs”. Richard Rosen is the owner of the consulting firm Calling Strategies which specializes among other things in Call Tracking.

In the next post we’ll be talking about the use of video as an advertising tool on mobile devices.

Part of the presentation from Green Robot a Munich based app developers for Android and pretty soon for the iPhone.

Why Green Robot? Very prolific and young company. Their applications have a good balance between technology and user experience. They put enough emphasis in the user interface and the technology works flawless.

There was a gathering last night (11th May) for the Mobile Monday chapter Munich. In a traditional Bavarian style setting, the guest panel opened up with their views about developing for platforms like Symbian, Nokia and iPhone. They exposed the pros and cons for developing apps. Right after, the demo night started with a total of 9 presenters from places like Vienna, Poland and some Munich companies.

From these presenters I was particularly impressed with the applications by the Android developers greenrobot and the iPhone application for tripwolf which looks way better than that ugly website they have right now.

What I missed from the event: Very focused on the technology and not so much on the market or the users. There is a big gap between marketers, business and the developer community. The vision is too fuzzy, not a clear direction. The solutions provided for marketers are too focused on analytics, but not a real solution to transport Brands into the mobile arena.

I’ll publish some videos and highlights in the next few hours.