Rory Sutherland, Vice Chairman, Ogilvy UK
"Never dismiss branded utility. It's a lot easier to be
repeatedly useful than repeatedly funny"
"For a long time I thought mobile advertising had a great
future and always would have. Only recently have I begun to change
my mind - and fast!"
Damien Byrne, Head of New Propositions, T-Mobile
"There is a distinct lack of progressive thinking in the
mobile advertising community at the moment - we need to up the ante
very quickly"
"Mobile advertising will never succeed until the mobile
people convince the advertising people that it's worth pursuing"
Andrew Grill, Mobile Advertising Evangelist,
London Calling/Gigafone
"The elephant in the room is still that mobile operators
don't collect the user profile information brands need and want"
Craig Patton, Managing Director, R/GA
Patrick Mork, VP Marketing, GetJar
"
Analysts estimate the apps
market will be worth $24bn by 2012 but agencies and marketers
nees to look at the full picture beyond just the iphone when
deciding how their brands should embrace this unique advertising
channel. Just because you have an iphone app, doesn't mean
anyone is going to download it!"
David Fieldhouse, Head of Mobile, Mediacom
"The advertising industry is ready and waiting to spend - the
mobile industry needs to guide us, set standards and deliver the
targeting that has long been promised"
Mark Curtis, CEO, flirtomatic
"The principal difficulty facing mobile advertising is that a
new model for display, interaction and pricing needs to emerge, as
it always does with new media, but no-one is prepared to experiment
in such a fragmented industry - partly because advertisers seek
models they understand. Hence innovation is highly risky as very few
will buy initially, and it is hard to co-ordinate the players into a
bigger (and therefore shared risk) innovation."
"A secondary problem is the sheer nonsense talked about
advertising not working on such a personal device. There's a lot of
grandstanding based on tech utopian thinking and little substantial evidence."
Claire Valoti, Interaction Director, Mindshare
"The mobile industry needs to understand that advertising is
about creativity not just click through rates"
"The mobile industry needs to focus on adding value to the
consumer rather than simply trying to find ways to monetise their inventory"
Dan Rosen, Head of Mobile, AKQA Mobile
Alex Meisl, Chairman & Co-Founder, Sponge
"The mobile industry is currently about where the online
industry was in 1996"
Jonathan MacDonald, CEO, JMA &
Founder, Every Single One Of Us
"The biggest problem with mobile advertising growth is
that most companies think that traditional ad models will work
in personal communication channels - but they won't"
"The mobile industry barely understands the ad industry
and vice versa"
"Many people in telcos think they can figure out how to
work with advertisers themselves - but it isn't that simple"
"Telcos claim they have rich valuable data but it's not
what suits advertisers"
Andy Wasef, Emerging Platforms Director,
Interaction, Mediaedge:cia
"Just because a lot of people have mobile phones and a lot of
them use the mobile internet, does that mean that mobile represents a
decent/credible marketing opportunity?"
"Is the mobile industry going to make the same mistakes that the
online industry made all over again, despite everything that should've
been learnt?"
Harry Dewhirst, Co-Founder & Operations
Director, ringring media
"Tools that some media owners give to agencies to manage
campaigns are not good enough...yet"
Dusan Hamlin, Co-Founder & Joint Managing
Director, Inside Mobile
"Mobile operators need to think like media owners or suffer
extreme consequences seen by the industries that ignored the internet"
"The mobile channel is the key to long-tail marketing, why
are we not building more strategies around this?"
Alex Rahaman, Director of Mobile, Unanimis
"Operators need to work much more closely with the
Internet Industry. There is no point reinventing the
wheel"
"Mobile Advertising has to be measured
alongside internet advertising, or else it will remain a
niche, marketing channel"
Richard Ashley, Manager Partner Solutions EMEA, Google
Patrick Parodi, Chair, MEF
"Alexander Graham Bell once said "One day, every city
will have one of these" - This is going to take longer
than everyone thought...but it's also going to be bigger"
Carl Taylor, Director of Service Strategy, 3 UK
Chris Liu, Managing Director, Fjord London
"Why is everyone looking at mobile platforms as if they are
sitting on an island? The very notion of 'mobile advertising' should
not exist. Mobile, for it to succeed, should be an absolute integral
part of your marketing communications strategy"
"If you want to go mobile, get yourself a mobile strategy and be
prepared to experiment and learn"
Rory Mudie, Head of Mobile Advertising, Vodafone UK
James Whatley, Co-Founder, TheReallyMobileProject
"Mobile isn't a medium, it's the start of a conversation"
"Every day, consumers push out a phenomenal amount of free
information about themselves that both brands and network operators
are fundamentally failing to capitalise on"
Tsipi Joseph, Marketing Director, Comverse
"A successful mobile advertising business requires parties
that are traditionally competitors to work together towards a shared goal"
"Ironically, it is not yet fully clear how the dollars are
going to be distributed across the mobile advertising value-chain,
but it looks like this discussion has to be put on hold until enough
money is flowing through the chain"
Steve Ricketts, Head of 3rd Party Services &
Mobile Advertising, Orange UK
Ilicco Elia, Product Manager Mobile,
Thomson Reuters
"Gathering meaningful
user data and getting all the companies in the chain
to use it to create relevant, exciting advertising is
next to impossible with current practices"
Richard Fraser, Director Business Strategy, Alcatel-Lucent
"Alcatel-Lucent wanted to be involved in this important mobile
advertising study as we believe it will shed new light on the
potential of mobile as a mass advertising medium"
"Alcatel-Lucent's goal in participating in this study is to
better understand the challenges so we can more efficiently direct our
innovation toward providing agencies with easy and efficient access to
mobile media inventory created over these mobile networks"
Igor Hendriksen, Director, adfortel
"Most advertisers would go mobile, yet, most media agencies won't."
"A mobile ad sale is no web ad sale"
"If mobile is about opt-in, personal, relevant and location,
then pricing is about Cost Per Sale"
Paul Berney, Managing Director, MMA
Jonathan Mew, Head of Mobile, IAB UK
"We're too slow as an industry, mobile is the most consumed
medium in the daytime, and although growing rapidly, is still by far
the smallest in terms of ad-spend"
"Companies are scared of mobile because they are unsure of
ROI - you have to invest first to understand ROI"
Alain Heureux, President & CEO, IAB Europe
"Mobile advertising will change the face of marketing
communications practices, but many advertisers are worried about
consumer's reaction getting in contact with their most personal
device! Research and cases should help the education needs of the industry"
Andrew Darling, Director, West Pier Media,
Communications Director, AIME
"Revolution doesn't happen when scoiety adopts a new technology,
it happens when society adopts new behaviours. Looking forward to the
day we don't need the evidence anymore and people will accept mobile
as a new medium just like we are fully willing to accept TV today"
Tarik Fawzi, CEO, ÆNEAS Strategy
"5% opt-in amongst consumers of mob adv should be considered
a success, not a failure. Nobody questions that less than 2% of
consumers daily drink Coke and Coke is considered a success."
"Operators are just distribution channels"
Peggy Salz, Founder, MSearchGroove.com
