Inside money, markets, and Big Tech

This article was published on October 17, 2008


    How online brands stay away from mobile and give operators even more power

    How online brands stay away from mobile and give operators even more power
    Peter Evers
    Story by

    Peter Evers

    Dutchman Peter Evers works as Business Development Manager at yoMedia, where he is responsible for conceptualizing mobile applications and s Dutchman Peter Evers works as Business Development Manager at yoMedia, where he is responsible for conceptualizing mobile applications and sales. He writes about his view on the latest developments in mobile technology and mobile marketing.

    Operator portals were doomed to disappear when the walled gardens opened up about two years ago, but after the rise of the smartphone and introduction of unlimited data packages they are doing better than ever. Still, most of the mobile internet use takes place within the borders of these portals. The predicted growth of off portal inventory goes much slower than predicted.

    Smart mobile start-ups

    However, it must be noted that a couple of smart mobile startups did a great job filling up this new space. Mobile-only communities like Itsmy.com, myGamma, and Flirtomatic are growing rapidly these days. Their big advantage is the painful absence of the bigger brands on mobile Internet, which results in most of the off portal advertising budget ending up in their pockets.

    No mobile versions

    On the other hand, this is exactly what’s withholding mobile media buyers to spend more budget off portal. Most established websites do simply not offer a mobile version of their successful online product. This is why media buyers who represent big consumer brands don’t want to spend budget off portal. Brands attract brands. Simple as that.

    Be ahead of the pack

    So why are these online brands still not available on the mobile Internet? I guess they’re simply waiting when the time is right, but they should be ahead of the pack because they are the main drivers behind the availability of premium off portal inventory. Their motivation might be that it’s still hard to drive traffic to a mobile site. While using their phone, people are often too lazy to enter a URL.

    So all the traffic derives from really motivated people that are dedicated to find a certain mobile site and Google Mobile (which seldom directs you to a mobile site). Well, what about directing people to your mobile site from your online site? Offering an on-the-go version of your brand? Enhancing your site with an extra service because you like your users so much and want to offer them your content whenever they want to?

    Best place to start? What about right here? That picture is how our mobile presence looks like at the moment, as the brand new mobile editor this is definitely the first challenge ahead of me. We’re going mobile! Keep you posted.

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