• by November 16, 2007

Couldn't agree with [columnist Steve Smith] more. Activating mobile is all about bringing value to the user. The trick for marketers is really about aligning the brand with the (mobile) value-add. "Sponsoring the User" is a great way of putting it.

As for the numbers quoted relating to Text and MMS to screen, I also must concur. I've personally seen in-venue participation rates top 20% with no other value other than "user-generated public commentary" (ie "text" or "pix"-to-screen). Adding additional incentives, such as sweepstakes and other promotional overlays, usually result in participation lifts in the single digits, but do much to ignite the depth of interaction (often reported as "messages per user").