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Author: Tina Whitfield

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.

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What do consumers want in a mobile phone experience?

Multiple PhonesWhen 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.

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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.

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Augmented Reality for Mobile Advertising

elephant ar

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

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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.

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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.

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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...

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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": 

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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. 

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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. 

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New century is seeing more digital developers put lipstick on a pig

Now, I adore pigs, saw "Babe" 11 times, don’t eat ‘em, and pet them at the kiddie zoos.  Yet I would never encourage lipstick for an oinker.  So why do developers of digital products that won’t sell, chirp: “Let’s spin the click potential, sell advertising on it, and give it away?”

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Does mobile need an enterprise app store?

Are marketers including enterprise mobile applications in their media planning?  Are deals to be done with big companies that have big B2B brands and their own micro -ecosystem?  If you haven't thought enterprise yet, it's time to do so!

Look down from 40,000 feet and you will see two vertical channels for selling mobile phones: enterprise consumers and everyone else.  The enterprise consumer acquires the mobile phone by purchasing the device from the market or receiving it from the I.T. department.

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