Tina Whitfield

Tina Whitfield is CEO of EquisGlobal, a consultancy providing guidance on the mobile ecosystem. Most recently, she authored a comprehensive report - The Ultimage Guide to Location Based Services - covering the ecosystem players in location-based search technologies and advertising for mobile. Tina served as an executive consultant to Verizon Wireless, AT&T Interactive, and MyShape.com. Previously, Tina was appointed vice president of marketing for the much beloved Vindigo. Her knowledge is backed by 20 years of marketing, business development, and engineering management experience in San Diego's Telecom Valley and the Bay Area's Silicon Valley. Tina's career has spanned the development of many wireless industry 1sts for Qualcomm, Microsoft, Nokia, and marchFIRST/USWeb.

CTIA Wireless – a must for all mobile marketers

Every year at the Cellular Telecommunications Industry Association Wireless show, far too many first time attendees confess they had not prepared for the event because they didn't know what to expect. Thus, they waste a lot of time and money coming to the show and not getting out of the experience what they see their competitors achieving.

by Tina Whitfield 05 April 2010 12:50pm 1 comment

What do consumers want in a mobile phone experience?

Multiple Phones When Qualcomm launched a device to accompany its mobile television programming, it was FLO TV Personal Television, "a 3.5-inch touch screen allows users to surf through channels with the swipe of a finger."

This was because:

Consumers want to swipe their fingers.
Consumers want a touch screen.

by Tina Whitfield 15 March 2010 13:00pm 5 comments

Augmented Reality – Impact measurement when Ad Networks have no access

What's in place to measure advertising within mobile augmented reality applications?

When it comes to print advertising, audit circulation bureaus provide the best verification of frequency and reach for broadcasting ads to a targeted audience. TV has Nielsen ratings and other vendors approved by large advertisers to measure frequency and reach. On-line digital advertising vendors provide data about ads rather than published content. Thus they have the ability to measure ad engagement, not just published content engagement like a TV show or a magazine.

by Tina Whitfield 28 February 2010 21:50pm 1 comment

Augmented Reality for Mobile Advertising

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What happens when brand marketers think of a mobile application the same way an ad? Solid revenue with exponential value-adds.

by Tina Whitfield 06 February 2010 15:46pm 14 comments

Augmented reality [AR]: The technology is now market ready

Location sensing within mobile devices is reaching a new phase of development and distribution. This new phase, now commercially available for augmented reality developers, delivers powerful local search solutions.

by Tina Whitfield 25 January 2010 20:23pm 4 comments

Augmented Reality [AR] – Enhancing the Usefulness of Mobile Local Search

Augmented Reality is used to intensify the truth, boost accuracy, supplement the concrete, and add-to the existent. It makes mobile local search better than ever before.

by Tina Whitfield 15 January 2010 15:37pm 2 comments

When did advertising become more important than published content?

An incident happened last week — I tweeted a caustic expletive directed at DoubleClick knowing that only my tribe would read the invective. What realization occurred that would have me throw political correctness out the window? It was the moment when I realized DoubleClick behaved as if their advertising was more important, perhaps more desirable, than the actual published content that I had clicked to experience. Or, maybe the ad platform/producer just isn’t aware of how their technology rubs up against other technologies...

by Tina Whitfield 29 July 2009 19:22pm 11 comments

Did you ChaCha with "Angels and Demons"?

What's the appeal of entertaining mobile answer services? For example, were you one of the almost North American 500 mobile ChaCha text questioners wanting to know the running time for "Angels and Demons"? If so, why? Are we so busy that we would choose a movie based on its running time?

The nifty thing about ChaCha (tagline: ur mobile bff) is it isn't mobile-only. You can visit the website to query the types of questions submitted and read the responses. Following, are some of the more interesting queries about "Angels and Demons":

by Tina Whitfield 22 June 2009 03:51am 1 comment

Wolfram Alpha - Thank You

Wolfram Alpha is disruptive revolutionary technology. I envision the next step to be simple: a web enabled and wireless carrier supported scientific calculator. This will hyper-drive math and science education and will open up science and discovery.

by Tina Whitfield 04 June 2009 17:38pm 1 comment

Can iPhone apps lift your brand value through association?

Brands can get a generous lift when affiliated with high quality products such as the iPhone. But what about the applications in the App Store? Let's look at why Apple should build a sustainable eco-system for technology-based mobile applications, which is the key to product quality and research into the potential of mobile applications that brand marketers can harness.

by Tina Whitfield 26 May 2009 12:06pm 3 comments