Now that every marketer worth his or her salt has a short code, a wallpaper, and ringtone, we are entering into that challenging but exciting time in any medium when the players actually have to be creative.» 0 Comments
By giving college student users some free wireless airtime in exchange for viewing up to four video ads a day on their handsets, Xero Mobile's scheme enjoys the distinct advantage of being both novel and a bit audacious. But do the Xeros add up to a viable plan?» 0 Comments
Months ago, we started this column predicting that a fully ad-subsidized wireless service would emerge in the next year. Right on cue, the dubiously named Xero Mobile popped onto the radar this month with plans to exchange free airtime to college student subscribers for watching a set number of video ads each day.» 0 Comments
Vegas doesn't have much for me. I don't drink, don't smoke, don't gamble. So my only option at the CTIA Wireless Show in Las Vegas last week was to scratch beneath the surface of the panel sessions on mobile marketing and catch a few rumors and innuendo....» 0 Comments
One of the original aims of this column was to highlight good work, to shout out and dissect the more creative uses of the mobile medium for extending brands into pockets and starting conversations with consumers on the most personal medium.» 0 Comments
Steve Smith is the Editorial Director, Events at MediaPost where he oversees all OMMA and Insider Summit event content. He is also the longtime Mobile Insider/MoBlog columnist for Mobile Marketing Daily. A recovering academic who taught media studies at Brown and University of Virginia, he spent the last decade as a digital media critic for numerous publications and as a digital strategy consultant. He also writes for Media Industry Newsletter and eContent magazine. Contact him here.