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Preview: Musings of a mobile marketer

Musings of a mobile marketer



The diary and musings of a mobile marketer. I am Helen Keegan, a specialist in mobile marketing, advertising and media. I run the Swedish Beers parties in London and Barcelona. For the day job, I advise on mobile strategy for media owners and the odd bran



Updated: 2017-03-09T15:55:57.993+00:00

 



Heading to Barcelona next week for Mobile World Congress?

2017-02-22T13:11:47.213+00:00

I'll try and keep this one short as I know you have a busy schedule but I wanted to alert you to a few things that are going on that you may or may not know about.Win an expo ticket for Mobile World Congress courtesy of Trustonic - enter before 15:00 GMT Thurs 23 Feb. You can do that here.Fancy showing off what you're doing to an enthusiastic crowd on Sunday afternoon at NUMA? I have a few demo slots left. If you would like one of those, please register for a demo ticket here. There is no charge to demo. Anyone else who wants to come, please add yourself to the waiting list. I hope to release the last batch of tickets tomorrow. And if you fancy sponsoring the event and connecting with 200 mobilists, let me know.Last call for sponsors for Swedish Beers on Wednesday night. I have a super roster of sponsors this year led by DigitasLBi and joined by Headforwards, x-Mobility, 51 Degrees, ZZZ.co.uk and Inspiring Interns. There's space for one or two more if you'd like to join them. Get in touch if you'd like to sponsor at start-up or co-sponsor level. The 12th annual ladies lunch is on Monday 27 Feb. Tickets available here for Euro 32.Further events are listed at http://mobileheroes.net. It's probably easiest to view by day: Sunday | Monday | Tuesday | Wednesday | ThursdaySee you in Barcelona!Quick links for registration [...]



Win an expo pass for Mobile World Congress courtesy of Trustonic!

2017-02-21T15:29:28.685+00:00

Our lovely friends at Trustonic have FIVE free tickets to give away to this year's Mobile World Congress in Barcelona. Each ticket allows access to the exhibition and special seminars only for the full four days of MWC. This ticket does not give access to any of the conference sessions but it can be upgraded for an additional cost when you register.

You can enter the competition here.


About Trustonic

Trustonic is a leading player in mobile device and application security. Almost a billion devices have Trustonic security embedded at the manufacturing stage, providing smart devices with an embedded root of trust and a hardware-protected environment for secure storage and processing. Trustonic also offer application-level security across multiple platforms, including smartphone (iOS and Android) and IoT. Trustonic is exhibiting at this year's MWC. Find them in Hall 6 - 6140.


Contest rules and instructions

Contestants enter by simply leaving their name and contact details on this entry form and answering a simple question about Trustonic. There is no charge to enter the competition.

At the end of the contest period five (5) random winners will be selected to each receive one (1) ticket to attend Mobile World Congress Exhibition on Monday February 27 to Thursday 2 March 2017.

The contest will run from Tuesday 21 February 2017, 15:00 GMT until Thursday 23 February 2017, 15:00 GMT. Winners will be notified by email or telephone.

This contest is open only to entrants who are 18 years of age or older at time of entry. Employees, consultants, officers and directors of the Sponsor, their parents, affiliates and subsidiaries, participating advertising and Contest agencies and prize suppliers (and members of their immediate family and/or those living in the same of household of each) are ineligible.

Good luck!(image)



76 Mobile Predictions for 2017

2017-01-09T15:43:41.938+00:00

It's a New Year and that means predictions will be coming out of the woodwork wherever you look. The mobile sector is no exception and I took part this year to add my 2p to this report from Tune '76 Mobile Predictions for 2017'.

I'm afraid my response wasn't terribly imaginative compared with the others, but here it is:

The first point "Mobile usage is ubiquitous in Western markets" refers to the point that 'mobile' is a given. If your site doesn't work on mobile, then you're doing more than missing a trick, you're missing out on traffic, sales and brand equity. Mobile is truly the centre of a large part of our digital lives. The time we spend grazing content, playing games, chatting with friends, taking and sharing photos, is largely done on a mobile device in the Western markets that I'm familiar with.

My second point, "The big platforms will get bigger. Out of the big four – GAFA (Google, Apple, Facebook and Amazon), Apple may suffer, but only a little," is an observation that just as the rich seem to get richer, the largest organisations get larger and richer too. And in the mobile world, and particularly Western markets, GAFA are the big winners. I don't see them losing momentum in the near future. Of the four, I think Apple may stumble a bit in comparison to its glory years of late. But they have so much money in the bank, they'll work it out in the end, I'm sure. For other, more erudite predictions, check out the rest of the list here.(image)



47% of jobs will disappear in the next 25 years according to Oxford University

2017-01-09T15:36:09.612+00:00

Having spent some time researching the impact of new technologies on the work we do in the last couple of years, there is much in this article from BigThink that resonates.We will, no doubt, lose jobs. Others will replace them but not at the same rate as the loss, I suspect.I believe blue collar workers will fare better. That workforce has always had to adapt and is likely better prepared for change than their white collar counterparts.Those working in legal services, accountancy, medicine will all see their jobs change drastically as more and more aspects of their jobs are taken over by software. Computers are already better at diagnosing cancer, standard contracts can be dealt with by a virtual lawyer. Even music for adverts can be written effectively by software and much faster and much cheaper than a human musician. So even the creative industries aren't necessarily safe.  Companies are on a constant mission to create efficiencies and to save money so they can create the most value for their shareholders. They wouldn't be doing their job properly if they weren't.In the short term, robots and software will be colleagues rather than a total replacement and that will present its challenges. What will your relationship be with your robot co-worker, for example? For some this will be a blessing as it means less human interaction. (Many of my friends prefer online shopping for this reason). For others, a curse as they miss having people around them for company. I already have friends who freely admit they have a relationship with Amazon Echo's Alexa and if you haven't watched the film, Her, you should! It is entirely possible to have a relationship with a robot. On my visit to San Francisco last year, I found myself talking to a house robot as if it were a pet cat. Turns out it was Kuri and it has been a hit at this year's CES.Longer term, the picture probably doesn't look as rosy. Regardless, change is afoot. That means we need to learn adaptability, flexibility and how to share the resources we have without demonising 'the poor' or putting students into debt learning things that will be obsolete by the time they graduate. It's a difficult topic to address as it impacts absolutely everything from what infrastructure we need, how we find meaning in life and what we do with our time. Lots to think about as this future gets ever nearer. [...]



Living More With Less

2017-01-05T17:52:15.743+00:00

Wanting and buying less stuff is not a new path for me. Buying less gets easier over time once you've made a decision to do it. I think I'd call it 'mindful shopping' and I think carefully over what I buy and what price I pay for it.  I'm also fortunate to have learned to sew as a very young girl which means mending, refashioning and making things from scratch is all doable and enjoyable so I don't feel I'm missing out on fashion. Plus, I have a large stash of fabric, patterns and haberdashery accumulated over the last 35 years. After all, I spent the best part of 10 years working in fashion retail, it's a hard habit to break. I also think fashion can be an artistic expression and getting it right (for you) can make a difference to how you feel.  My reasons for the buying and having less things were selfish. I have accumulated way too much stuff over the years and need to get rid of it. It's making my life more difficult than it need be as time is spent making decisions of what to keep, what to discard, how to recycle, how to store when I could be spending time and money doing other things. It makes my home environment untidy and difficult to organise. Bottom line, it's wasting my time and money - neither of which are limitless resources. This starts by not adding to the pile from buying needlessly or mindlessly. I've been slowly shedding possessions for the last year or so. And it is a slow process. There's a lot to sort through to work out where to donate it, sell it, upcycle or recycle it. Throw in work and family commitments and the time to do it is limited. But I plan to continue on this path until it's done. When that will be, I have no idea but continue, I must. The upside of this is that instead of getting 'things' as presents or choosing 'things' to treat myself with, I'm getting time with people I love and experiences of things I really want to do like going to the theatre, joining a craft workshop or walking in nature. These are all much better for my soul! And as with my pescetarian preferences of the last 30 years, the ethics of 'less' came later but they're now part of my rationale too. I know retail is a large part of the economy, but it feels like the trend of 'less' is strengthening, not least as earning potential and the economy go down rather than up. This has implications for the retail sector, of course. And in turn, that impacts on the surrounding sectors such as advertising, marketing, packaging, distribution and more. This is not insignificant stuff but I'll leave the analysis on that one for another day when I've time to get an expert view on it from people smarter than me.In the meantime, this is a good read around the ethical reasons for buying and having less. It's from a few years ago, but still relevant on re-reading yesterday. And for those so inclined, the Marie Kondo books offer a way forward. You can get them on Amazon in all formats - the first one is The Life Changing Magic of Tidying Up and the latest version is Spark Joy - The Illustrated Guide to the Japanese Art of Tidying. You don't need both of them - either will do to get you on the path of less. And remember, less is subjective. There is no need to go for complete minimalism, it's finding what works for you. [...]



My year in London theatre - a round-up of 2016

2017-01-05T16:56:49.399+00:00

I’m very lucky. Not only do I have a love for theatre, I have friends who work in the theatre sector which means I can sometimes score a free or heavily subsidised ticket for a show. Other times, I get day seats (well worth a shot if you’re in Central London – check out Theatre Monkey for info), or reduced price tickets at the Leicester Square Ticket booth and I’m also on a couple of last-minute theatre ticket mailing lists offering heavily discounted seats. That means I can truly indulge and not worry about the how I’m going to afford the high ticket prices. 2016 has been a particularly good year in that I’ve attended more than 30 different shows ranging from pub and fringe theatre to play readings and improv to West End marvels. And I can honestly say, I enjoyed pretty much all of them. This is my round-up of the year.There have most definitely been some highlights: Discovering the Sam Wanamaker Playhouse at The Globe My goodness what a treat of a theatre this is. It’s the smaller, intimate, indoor space at The Globe and is laid out as an indoor theatre in Shakespeare’s time would have been laid out – bench seating on three levels, galleried stage and all candlelit. I think you’d be hard-pressed not to be completely captivated by the setting. It’s now one of my favourite theatre spaces of all time. I saw three shows there this year – The Inn at Lydda (a thought-provoking fictional tale of when Caesar meets Jesus), Comus (by John Milton and beautifully retold in a historical setting) and The Little Match Girl (A very clever integration of puppetry and actors). If you get a chance to visit, go! I defy you not to love it wherever you’re sitting.New work: The Pacifist’s Guide to the War on CancerI’ve seen a number of revivals this year but not very much at all that’s completely new writing. One new piece I did see and one of my highlights of the year was The Pacifist’s Guide to the War on Cancer at The National (Dorfman – their smaller space). It clearly wasn’t to everyone’s taste as the reviews were mixed. But I found it moving, powerful and entertaining (if a musical about cancer can be entertaining). It was an important piece of theatre in that it approaches a difficult, emotive topic we don’t really want to talk, or even think about much but in approaching it, gives us much-needed permission to do just that. The musical was in the verbatim style – that means that the playwright and the actors talked to real cancer patients and recorded what they said and then used their words exactly as they were said. This means there’s a raw honesty about the dialogue which works for me as an audience member. (This is a technique the National is known for. Rufus Norris used this technique to great acclaim with the musical and the film of London Road.)Revisiting Shakespeare – a surprise highlightI can’t say I’m much of a Shakespeare fan. I studied The Tempest and Macbeth at school and didn’t enjoy it much. I found the language hard-going as it’s not the English we use today in either style or vocabulary. To try and combat that I took a role in Julius Caesar with The South London Players a few years ago. Although I enjoyed being in the play, I can’t say that it ignited any particular love for The Bard. But seeing as he is the father of our modern theatre, and having friends who do have a love for Shakespeare, I’ve given it another go this year and have been (mostly) pleasantly surprised. I’ve taken in an Australian Aborigine version of King Lear called The Shadow King (replete with didgeridoos, sand and body paint), a modern version of Cymbeline (it’s a kind of mash-up of several of Shakespeare’s previous plays) (both at The Barbican), Edwardian versions of Love’s Labour’s Lost and Much Ado About Nothing from the RSC at Theatre Royal Haymarket and the piece de resistance, Glenda Jackson as King Lear at The Old Vic. She was utterly m[...]



The population and workforce is aging. What are we going to do about it?

2016-11-16T19:06:17.008+00:00

An infrequent look into Google+ this afternoon brought up a post by Dick Stroud commenting on the increase of UK workers over the age of 50. Our population is aging and the proportion of older men and women working is also increasing. We're also living longer and our pensions don't kick in until we're older (assuming you have one at all - can't see the gig economy being big on pensions).Here's a summary from a UK Government report from November 2015Employment of workers over the age of 50 has grown significantly over the past decades.  The employment rate for people aged 50 to 64 has grown from 55.4 to 69.6 per cent over the past 30 years, an increase of 14.2 percentage points. The employment rate for people aged 65 and over has doubled over the past 30 years, from 4.9 to 10.2 per cent, an increase of 5.3 percentage points. The largest increases in employment rates over the last 30 years were for two groups: for women aged 60-64 the rate grew from 17.7 to 40.7 per cent; and for women aged 55-59 it grew from 48.6 to 68.9 per cent. The employment rate gap between men aged 50-64 and women of the same age dropped from close to 28 percentage points 30 years ago to 10.9 percentage points in 2015. The proportion of people aged 70-74 in employment almost doubled over the past 10 years (from 5.5 to 9.9 per cent), and numbers in employment more than doubled from 124,000 to 258,000. Part of the increase in the numbers of workers over 50 can be explained by demographic changes, but growth in employment rates shows that the number of people over 50 in employment has risen faster than the population over 50.You can read the full report here (PDF).As I wander around the mobile marketing and advertising sector and big agency world, it's a young workforce. If you wander around the tech start-up scene, the workforce feels as young, if not younger, even if the founders are not young themselves.I've seen from many of my peers from the early days of the mobile marketing industry that they are now becoming advisors, non-executive directors and mentors. I've done this myself and am always on the lookout for more of these opportunities. (Get in touch if you know of one!)That's all well and good, but not everyone in the workforce ends up at the top of the pyramid. What about everyone else? What role is there for older workers in our mobile marketing world? Not that 50 is old, but to a 22 year old entrepreneur, that might feel very old indeed. And although ageist recruitment practices are illegal, they still happen all the time as those recruiting tend to recruit in their own image. It's human nature to an extent but also down to a lack of thought about actual requirements. And some good old-fashioned prejudice in some cases.How do we find a balance between nurturing new talent whilst also benefitting from years of experience and keeping people gainfully employed through their whole career rather than relegating people to years on benefits or working hand to mouth? Is this a leadership task? Is this about changing the culture to be more inclusive? Is it rethinking assumptions about age and capability? Or is it a moot point in light of robots and AI taking our jobs and we get a Universal Basic Income instead?If you ever want to see your assumption about age and capability be challenged, go see Glenda Jackson in King Lear at the Old Vic Theatre in London (I think it's returns only but you might get lucky). It's an incredibly challenging role and Glenda is magnificent in it, and absolutely at the top of her game. She celebrated her 80th birthday in May of this year. Yes, her 80th. I was gobsmacked when I realised that.  I'm told that the generation gap in media doesn't really exist any more as we have access to the same media thanks to the likes of Facebook, Twitter et al. Can we make the same true of work opportunities?So to the under 50s, especial[...]



Happy Slapping 2.0 - Sex, honour, shame, and blackmail in an online world

2016-10-26T17:17:53.180+00:00

I was in two minds about writing this post but I felt it was worth sharing. If you've known me for any length of time or read much of what I write and talk about here and elsewhere, you'll know that I'm vocal in the gender debate in the mobile industry and beyond. I want to see more women in senior level jobs in our sector, more women at board level, more female investors (and to become an investor, you have to have worked your way to the top to earn the money or you've inherited it), and more women join our industry in all types of job from coding and programming to data science to marketing and ops and more (and not just in token sales roles to appeal to the male tech buyers thanks very much).  Aside from the financial gains a company gets from having more balanced teams at every level, you may wonder why I'm so vocal on this issue. Google it. You'll find plenty evidence and solid research to support this if you don't believe me. It's because of this: The shaming of women around the world for no reason at all except that they're women; The fact that there are still child brides; FGM; And rape culture in all strata of society. The everyday sexism I, and others experience at home and in the workplace is trivial in comparison to these issues but they are part of the same global problem. It's a continuum. This article, 'Sex, honour, shame and blackmail in an online world', brought it home to me as to how much work there is still to much to do to change entrenched attitudes and make the world a safer and lovelier place to be for all people, of whatever creed, colour or gender.  There is much in the article that is truly horrific. But this particular paragraph really shocked me. It had never occurred to me that this would be a 'thing'. This is happening in Agra. The home of the magnificent and awe-inspiring Taj Mahal - a monument to undying love - seen as the most romantic building on the planet. "In August 2016, the Times of India found that hundreds - perhaps thousands - of video clips of rape were being sold in shops across the northern state of Uttar Pradesh every day. One shopkeeper in Agra told the newspaper: "Porn is passé. These real-life crimes are the rage." Another, according to the same report, was overheard telling customers that they might even know the girl in the "latest, hottest" video."I doubt this stuff is restricted to Agra or even India either. It's happy slapping gone to the extreme (that's if you're old enough to remember that). That doesn't make it better or worse. And you might say that technology is to blame as it makes distribution easy and cheap. Despicable scenes of war and terrorism have been distributed on phones for more than 10 years. But it goes much deeper than that. It's about changing attitudes whether it's the everyday sexism experienced in a business environment or on a political podium or the dreadful crimes that women across the world are victim to. I know these things are not easy to fix and change won't happen overnight. Poverty is playing its part in this as much as culture and tradition and wrong-headed ideas about the role of women in society and what we're good for. But change it must. [...]



IOT, Connected Devices and You

2016-10-26T16:40:00.429+00:00

I thought the Internet of Things was supposed to make life easier and simpler? Just ask Alexa (Amazon Echo) to turn on your music, add things to your shopping list and order them for and even tell you a joke. There are adverts on TV suggesting we turn our homes into smart homes so we can monitor our energy usage. We're encouraged to monitor our fitness with Fitbit devices and Apple Smart Watches. There's everything from a connected toothbrush to make sure you're brushing your teeth properly to a connected babygro that monitor your baby's heart rate and other vital stats.Turns out we're just making it more complicated than ever - security being the thing about all this stuff that feels the most complex to me.You've probably already heard that the DDOS attack that put out a whole bunch of websites last week was caused by security weaknesses in connected devices or 'internet of things' allowing a massive botnet to be created.You may say, oh, that's not me. I wouldn't be affected by something like that! I don't have an Amazon Echo or a Nest thermostat or anything like that.Except, you could be affected. It's not these fancy, high-falluting new gadgets that aided the attackers. The list of devices that were used to propagate the Mirai virus includes printers, routers and TV receivers. How many of us have those in our homes and offices and don't think twice about it? Hmm.As Benedict Evans said in his newsletter last week where I picked up on this story (you can sign up for it here), "A network designed to withstand nuclear attack, brought down by toasters". He's not far off the mark there. I hope someone is working on a solution to help normal people get their heads round this stuff to make it easy to manage our digital lives. I'm already boggled by the amount of passwords, settings, app updates and other online admin I need to manage. I don't want more of this stuff. I want less. How about you?And how do we raise the profile of security issues like these to make them accessible to the general public and to make it a no-brainer to set-up and manage and lessen the admin burden?More on the DDOS attack here and here. [...]



China, Big Data and Social Scoring - Big Brother Is, In Fact, Watching You

2016-10-24T13:02:36.983+00:00

This isn't entirely new news from The Independent today, but it is an update about the Chinese government implementing a sort of comprehensive Klout score to each and every citizen and in turn, limiting access rights to certain services (including travelling by train or going abroad), goods and even jobs. It's the stuff of fiction of the kind of society Orwell was writing about."A high-level policy document released in September listed the sanctions that could be imposed on any person or company deemed to have fallen short. The overriding principle: “If trust is broken in one place, restrictions are imposed everywhere.” A whole range of privileges would be denied, while people and companies breaking social trust would also be subject to expanded daily supervision and random inspections.The ambition is to collect every scrap of information available online about China's companies and citizens in a single place – and then assign each of them a score based on their political, commercial, social and legal “credit.”"I first picked up on this story last December and wrote about it on my blog here in some depth. I hadn't exactly forgotten about it, but had brushed it to one side. But Big Data and the algorithms that are interrogating Big Data are not going away anytime soon. And in that respect, we're all affected in some way or other. We are being measured and tracked and assumptions are being made about us all the time based on our home address, where we work, where we travel to, the products we buy, how much money we have and who we are connected to.There are clearly some very useful aspects to scoring to make certain things in life and business easier - after all, we have extensive credit scoring in Europe and the US. But that's not a perfect science by any stretch of the imagination and is prone to fraud, abuse and misuse. This will likely increase. I don't think there is an easy answer to this. Some kind of scoring is inevitable when there is data available (and it's available in bucket loads). We are being scored all the time at some level - from targeted advertising to credit scores. Is it the price we have to pay to have a digital life?On a side note, but not entirely unrelated, I recently went to see Orwell's 1984 in London at The Playhouse Theatre. It's very powerful and pertinent to today's society and I highly recommend it. It's on a limited run and closes on Saturday 29 October. Catch it while you still can. Or you could read the book as a refresher. [...]



What does the skills gap look like in the mobile sector? Have your say!

2016-10-06T12:08:49.322+00:00

As a long-serving veteran of the mobile marketing, advertising and media community, I have seen how the sector has evolved over time from its lowly beginnings with SMS. I spend time mentoring and meeting under-graduate and post-graduate students of business and marketing and I'm always surprised at their lack of awareness of the opportunities in the mobile sector. I'm also painfully aware of the lack of teaching on the topic at undergraduate and post-graduate level. And I'm wondering if that is having an impact on the innovation (or lack of) in the sector and in turn, if that means we're missing a trick somewhere. And that's why I've set up this survey.A couple of years ago, the Mobile Marketing Association published a report on the opportunity in the mobile sector in the US, and as part of that, highlighted the skills gap. I can remember thinking it looked pretty stark at the time - a huge opportunity on the one hand but not enough people with the right skills and attitude to deliver on the other.I know this is partly addressed by companies with their own in-house training, but I'm wondering what else can be done to both make the sector more attractive to both new graduates and more experienced people looking for a career change and also make sure that the people coming into our industry have the skills and tools they need.To that end, I have a first meeting with a senior academic from one of the fastest growing universities in the UK on Monday 10th October 2016 to discuss the skills and teaching gap in mobile marketing, mobile advertising and mobile media and to see how we can address that. And I'd like to hear your opinion on what they are.Whether you're a seasoned professional with a decade of experience under your belt, or you're new to the sector, I'm interested in your point of view. If you are hiring, what skills are you looking for? If you're new to the sector, what would have been helpful for you to learn before you started the job?Although this questionnaire is geared towards the UK market, I'm also interested in hearing opinions from our friends in other countries since it's a global industry.This questionnaire will remain open past the meeting date so don't worry about filling it in after 10th October! The conversation will be ongoing, as we work towards understanding and addressing the skills gap. If the form below doesn't work properly, please use this link instead. frameborder="0" height="500" marginheight="0" marginwidth="0" src="https://docs.google.com/forms/d/e/1FAIpQLSftrO30A4NLkJ8qbg28_43xGsIf-jE4gAu7btAcLQ3ergmxug/viewform?embedded=true" width="500">Loading... [...]



A little gender analysis of my social networks is revealing

2016-10-04T21:28:03.520+00:00

I hosted a lovely dinner last week in London for ladies working in and around the mobile industry. I was thinking on the way home about hosting another one in a couple of months time and what I could do to attract more women to come along. And that got me thinking on how many women I'm connected to on social media. These thoughts were alongside those on the gender pay gap, women struggling to advance their careers (McKinsey), the advice that was circulating that women should remove their photos and resort to initials only on social media, why women don't seem to get pay rises and the depressing constant that women are not in senior roles in digital agencies or tech companies. So I did an analysis out of curiosity.TwitterMy Twitter audience was easiest to analyse since Twitter does it for you via their advertising system. Just go to http://ads.twitter.com and check the analytics. It gives you a breakdown of gender, income, location and interests. What it doesn't do is measure who you are following so we'll have to leave that for another day when I'm truly bored and don't mind working it out one by one.Out of just shy of 9000 Twitter followers, it's a 70/30 split male/female and my organic audience is 75/25 male/female. I'm guessing that's based on what tweets are shared and by whom. You might say that this kind of breakdown is to be expected due to my long history in the mobile sector. However, I actively follow a lot sewists and crafters to get some variety and balance in my find. This group of tweeters tend to be mostly female. And my perspective is that a lot of them follow me back. But without further analysis, it's hard to say.  LinkedInI've been active in women's networking groups for almost 15 years including Digital Eve, WiMD, WiTT, Everywoman as well as my own female-focussed events. I'm also pretty good at adding people I meet to my LinkedIn as I use it as an outsourced contacts database if you like. I'm also good at weeding out fake or dodgy profiles. I do check people out before I add them due to the risk of spam, scame and phishing. I have about 3,500 contacts on LinkedIn as I've been active there since they first launched. I downloaded all of them.Once I'd done some deduping, removal of people I knew to be deceased, accounts that were businesses rather than an individual and a handful of dodgy accounts, I worked out who was male and who was female based on either a) I knew them personally so could say male or female b) I checked their profile for evidence. On that basis, the gender split was 69/31 male/female. Hmm. I thought there would have been more women in there.FacebookFinally, I downloaded all my Facebook data and got my friends list. (Go to settings and Download your Data and follow the instructions). I use Facebook for both personal friends and family as well as business friends as a way of keeping in touch. The total number of friends, once deceased, duplicates and non-attributable accounts were excluded was just over 1200. I didn't count my followers as part of this exercise. And I followed the same process as I did for LinkedIn. The result - 60/40 male to female. A bit more balanced, but still skewed male. And that's with my having attended an all girls school for 9 years too!What to conclude?Without doing analysis on other peoples' accounts, it's hard to tell what is cause and what is effect and if this is a 'oh, it's just you, Helen' thing. I think there may be several contributing factors:1. The fact that I've been working in mobile technology for the last 16 years has clearly meant that I've met more men in my line of work than I have women. And that's despite efforts made with hosting and attending female-focussed events. Where else am I supposed to meet other women in my secto[...]



Deloitte's 2016 UK Mobile Consumer Report is out 'There's No Place Like Phone'

2016-09-28T14:08:43.995+00:00

And it's a treasure trove of the latest consumer trends when it comes to mobile usage in the UK. Well worth a look if you're interested in the British consumer at all.From the executive summary (emphasis my own and some minor edits):"This year’s report marks the end of the smartphone growth era, and the start of its consolidation. A mere nine years after the launch of the first full touchscreen smartphone, adoption is nearing a plateau, at 81 per cent of UK adults, and 91 per cent of 18–44 year olds.The smartphone user base is approaching an unprecedented peak. No other personal device has had the same commercial and societal impact as the smartphone, and no other current device seems likely to. While the base may plateau, relentless innovation continues at device and network levels. Devices are likely to incorporate more functionality and get even faster. Biometric sensors, particularly fingerprint readers, are likely to see widespread adoption.Over a quarter of smartphones now have a fingerprint reader, of which three quarters are in use. The majority of phones are now connected to 4G, and cellular networks are getting ever faster, with headline speeds now at over 300 Mbit/s.1 As speeds rise, ever more latent, high bandwidth applications become viable. It is now as easy to read the news on a phone as it is to live stream a breaking news event from a smartphone.Businesses and consumers are still determining how best to use these devices. For the former, a common dilemma is over whether to use apps or websites. The typical UK user downloads 20 or fewer apps.Our research suggests that apps are not the right approach for every business.Consumers, who collectively look at their smartphones 0.4 trillion times per year, still need to identify how to use their devices in a balanced way, at a level that suits them, their other halves and colleagues. It is the sleek digital Swiss army knife that can be used at every stage of the day. How people will use their devices to communicate will be driven by consumers.The traditional voice call has become steadily less popular over the last four years, and usage of email, social networks and instant messaging has risen in tandem."Click here for the PDF. [...]



Page 52, Sentence No. 5

2016-09-23T10:41:04.129+00:00

"This is a generalised feeling of envy and resentment about life: Just as in a passionate age enthusiasm is the unifying principle, so in a passionless and over-reflective age envy becomes the negatively unifying principle."(Robert Ferguson: Life lessons from Kierkegaard)Grab the nearest book, look up page 52 and share the 5th sentence. For no reason whatsoever.My friend, Heli, posted this on her Facebook page this morning. Just for fun, I grabbed the nearest book and did the same. This is what I got. 'Fail, Fail Again, Fail Better' Samuel Beckett. The book is 'It's not how good you are but how good you want to be'. (Apparently I bought it in May 2004 and it's still a best seller - the joys of a digital footprint...I'll leave thoughts on that for another time.)We all fail in life from time to time. It's inevitable and part of our human nature to get things wrong and to make mistakes. I know I've made many mistakes and failed at things more times than I care to remember. The trouble is, society is not very accepting of this. Schools don't really prepare us for failure. I know my schooling didn't. It was all about who could come top of the class. If you come top of the class, you haven't failed so you're not prepared for the inevitable failures that come later and may be ill-equipped to deal with them. If you are not top of the class, you feel a constant failure and under pressure to do better in exams which leads to stress and, likely, even less ability to perform or conform to what's expected of you. Most people don't perform well under extreme stress. In the corporate world, failure at work means getting fired or the intense feeling of shame - either scenario is debilitating and stressful. Failure and shame are often swept under the carpet or glossed over. Yet, if we don't make mistakes, it's almost impossible to learn or improve.I'm not sure what else to say except maybe to have less judgement and more compassion when people make mistakes for it happens to us all. We all need to take Samuel Becket's advice and fail, fail again and fail better.What's on page 52, sentence number 5 of the nearest book to you?:) [...]



Ladies in Mobile Dinner in London next week - 28 Sept 2016

2016-09-22T11:54:12.781+00:00

With 10 years of ladies in mobile meet-ups in Barcelona and one in Leeds last year, I thought it was time to host a dinner in London. I know some terrific ladies in the industry and I know that they know some terrific ladies in the sector too. So let's gather, exchange notes, have something nice to eat and drink and meet friends old and new.I have not yet found a venue - it largely depends on how many of us there are. We may be a handful of people we could be 30, I don't know yet! However many we are, I will book a venue that can do us a fixed price menu for the evening at a reasonable price and afford us some privacy, but not necessarily a private room (unless we need it because of numbers). As a picky pescetarian myself, I will make sure that different dietary requirements can be catered for. Please let me know when you register of any specific needs. You can register on the form below or by clicking this link and registering on the Eventbrite page.I currently do not have a sponsor but am very happy to welcome a sponsor or two that would help subsidise the price to make the event open to those less able to afford it and/or to provide some additional wine on the night. If you'd like to sponsor this event, please get in touch with me, Helen Keegan, by email.Once I have an idea on numbers (currently about 20), I'll go ahead and book somewhere and advise on the price. You may be asked to pay in advance in order to secure our reservation. If that's the case, I will contact you with details of how to pay by by paypal, TransferWise or invoice/bank transfer.Men are welcome to attend the evening but must be accompanied by a female colleague.Know of a suitable place for us to go? Please let me know! I'm all ears.Looking forward to seeing you all.BestHelenThis is a Heroes of the Mobile Fringe Event.Photo credit Becky Gorman / aql. Taken at the Heroes of the Mobile Fringe Ladies Lunch in Leeds, November 2015 frameborder="0" height="293" marginheight="5" marginwidth="5" scrolling="auto" src="//eventbrite.co.uk/tickets-external?eid=27726786565&ref=etckt" width="100%">Powered by Eventbrite [...]



The Ten Book Challenge

2016-09-11T22:48:36.179+00:00

So there's this meme going around on Facebook about ten books that have stayed with you over the years. This is the sort of thing we used to do in the early days of blogging, so I'm going full circle and bringing it back to my blog.So this is the challenge:List ten books that have stayed with you in some way. Don't take more than a few minutes and don't think too hard. They don't have to be great works of literature, just ones that have affected you in some way. Tag some friends, and leave a comment with the link to your post, so I can see your choices...My list (in no particular order) :Wuthering Heights - Emily Bronte 1984 - George OrwellUnder Milk Wood - Dylan ThomasE - Matt BeaumontGone with the Wind - Margaret MitchellNorthern Lights - Philip PullmanLittle Women - Louisa May AlcottH - The Story of Christiane F (It's harrowing. As is the movie.)Flowers in the Attic - V C AndrewsCharlie & The Chocolate Factory - Roald DahlThere's a bonus 11th as it's a recent one that I only read in the last few weeks so I don't know how long it will stay with me but I can recommend it - Reasons to Stay Alive - Matt Haig I found the challenge really hard as although I read all the time, I don't read that many books. And I didn't read that much when I was younger as it was too passive an activity for me. I preferred acting or singing or sewing or just going out. I wasn't particlarly one for sitting still and reading. Even today, I don't read that much as I don't commute any more. Having said that, I've read at least 26 of the books on this list and has highlighted a couple of others that could have made this list - The Lovely Bones by Alice Sebold and The Secret Garden by Frances Hodgeson Burnett. And there are others as I read friends' lists too.However, as with most people, there are some books that have stayed with me for one reason or another. And these are they, or at least the first 10 that sprung to mind.If you don't have a blog, feel free to add your ten books list in the comments below. [...]



Do you really need to upgrade your phone?

2016-09-10T08:00:01.716+00:00

Ah, it's that time of year when the annual new iPhone announcement comes out. I'm not particularly bothered. I've never bought into the cult of Apple products or services. If you don't think it's a cult, then I recommend your read this brilliant article about a journalist trying to get their press pass to attend. I digress. Judging by my timeline and the flurry of press releases about iPhone 7 compatible headphones and cases that I got within moments of the press conference finishing. A few people I know are upgrading the software on their existing iPhone and some have stated their aim to buy the new handset despite the high price point. I also note that Brexit appears to have put the price up due to our currency devaluation of late.Do you really need to upgrade your phone? You might think that's an odd question from someone working in the industry and actively promoting mobile apps and services. But I am serious. I am conscious of the environmental impact the industry is having. And I was reminded of it this morning when following this discussion on TEN and this related article from Quartz from a couple of years ago, the reminder that the Coltan needed in all our phones, and not just iPhones, is sourced from troubled nations like Congo and Rwanda, that most of our phones are made in China where workers' rights are not necessarily a priority, putting it politely, and the retail workers selling the phones are on low wages too. And that's despite the £599+ price tag for the latest iPhone. And then there's the whole recycling issue - not just of the devices but of the cables, plugs, adapters and gizmos that we use alongside them. Is there anywhere near you where you can recycle cables and gadgets safely and easily?My lowly Nexus OneI meet with friends from the mobile industry regularly. They joke with me that I usually have a really old phone. They're not wrong. I still use my Nexus One which I got in 2010 (although I can only use it for phone calls, SMS, alarm and, at a push, maps. It can't take the pressure of much else). It still works so why not still use it until it stops working?I currently complement it with a Samsung S4 (3 years old) and a Google Nexus 7 tablet (also 3 years old). My laptop is also 2 or 3 years old but serves its purpose. Shouldn't our devices and gadgets be built to last? Until I actually need a new phone, I won't be upgrading any time soon.How about you? [...]



Is Google our Mobile OS Overlord?

2016-09-09T13:00:37.056+00:00

I stumbled across this chart earlier today. It's from Statista using data from Gartner and it shows the global smartphone operating system market share.You will find more statistics at StatistaIf you're looking at the UK only, then the market share is still dominated by Android but not as steeply. This is my source for the UK data for the chart below and I'm guessing their source will be Gartner or similar. frameborder="0" height="371" scrolling="no" seamless="" src="https://docs.google.com/spreadsheets/d/15F61e2fxZKEDEGyUd3sLut2tYjdwqGrkqcdKvIzR3ak/pubchart?oid=2125476002&format=interactive" width="600">If you look at either chart, you can see that Google is currently winning the battle both at a Global level and in the UK. Whether they've won the war or not is a different matter in different countries. There is still much to play for and it's a dynamic market. Nokia was once as dominant as Google is now.Understanding your marketHowever, it is also important to note that when you're running mobile activity that you understand the nuances of the market(s) in which you're operating and the habits of your customers. And it's not just an Android vs everyone else story. There are so many shades of Android and such a wide variety of handset capabilities within Android that you also need to understand that at a deeper level. There's everything from the high-end devices from Samsung, Sony Experia and their ilk down to the sub £100 handsets to even cheaper devices in developing countries.It is still important to avoid memory and RAM hungry apps if you can as many of your customers simply won't be able to access them or if they do, it's at the expense of other apps - a one-in and one-out scenario.I'm also musing if the first chart will do a full circle and go back to the multiple OS environment we had 7 years ago. Probably not anytime soon, but it could happen. Look at Nokia. [...]



Email Marketing Fail from Monsoon this morning

2016-09-09T12:08:49.281+00:00

I don't shop for fashion very often on the High Street these days. This is partly due to fashion overload from my 10 years spent in fashion retail and my love of a second-hand bargain from eBay, a charity shop or my Mum.There's also this small thing of not knowing what the right price is to pay for something and the potential of triggering 'buyer's remorse'. It's a horrid feeling to buy something and then find out you could have got it a lot cheaper the next day or in the next door shop. With the proliferation of promotional offers, never-ending sales and discount days, it's difficult to know what is the 'right' or 'fair' price to pay for something. My Mum also passed on her bargain hunting gene to me so I can't help but look for the yellow stickers in Marks & Spencer's food department!My love of a bargain sometimes leads me to the Monsoon Accessorize Sample Sale. Non-UK readers may not know the brands. They're ladies and children's fashion brands at mid-range price, generally good quality, fashionable but not overly fashion-forward. Historically, they were known for great-priced evening wear but they've moved on from that (although that's still a big part of what they sell in Holiday Season).I've been to their Sample Sale a couple of times and got a few things there and I'm on the mailing list. And the email dropped this morning to let me know that their next sale is on 21st and 22nd September. This is the image I received.Umm, Monsoon - where is the event? It would be nice to know! The image didn't even click through to a website. (FWIW, I'm guessing it's at The American Church in London again, but I could be wrong.)Lessons learned today:Even the big, experienced companies get it wrong from time to timeMake sure all the key data is included in your email flyer, including the location! [...]



From the archives - It's Throw Back Thursday time again

2016-09-08T07:15:20.392+00:00

So this time ten years ago, I was just back from my second visit to The Electric Picnic in Ireland. By all accounts, I'd had a fab time despite rain and the ensuing mud. My review of the weekend is here.Location Based ServicesMeanwhile, 10 years ago, DoCoMo was trialling in-mall location based marketing. It's weird that this was 6 years AFTER we'd done this at ZagMe and even weirder is that it was 10 years ago and we're only just beginning to see location based services (or proximity as it's known now) come to fruition. Brand Republic wrote a half decent piece on the potential of mobile for marketing and advertising. Remember, this is pre iPhone App Store days and Nokia was the best selling manufacturer by a country mile.Branded TV ChannelsIn September 2006, Anheuser Busch announced they were setting up and investing US$30 million in their own TV channel for Budweiser drinkers called Bud.TV. 10 years ago, this was forward thinking and arguably, ahead of its time as it closed down in 2009 as they deemed it too expensive to sustain and the audience couldn't easily access it. Critics suggested that it closed down as the content wasn't relevant and limited in its appeal. More on the demise of Bud.TV and other branded content channels here.I would suggest that timing is key. Branded channels per se are not necessarily a bad idea. Look at the content that Red Bull comes up with that now hits mainstream TV. Bud.TV may just have been ahead of its time.DesignStephanie and Bryan Rieger are long-serving designers and mobilists. They are mavens of what works in mobile design and this presentation, 'Letting Go', from 5 years ago is well worth a look to remind you of what's what in mobile design. It's also a lesson in how to create beautiful presentations. But what about the children?Throughout my time in mobile, there have been people thinking about how to use mobile devices to monitor and track where their kids are. They are generally a terrible idea - if a teen wants to escape your digital clutches, they are more than capable of doing that with or without the fancy tracker you've bought. I'm not really sure why they keep resurfacing. However, this one that friend and mobile ally, Carlo Longino, wrote about back in 2004 takes the biscuit name-wise. Read all about 'TeenArriveAlive.com' over on Mobhappy. It's a great takedown and well worth a read.More from the archives soon! [...]



It's so funny how we don't talk anymore..

2016-09-26T09:55:24.043+00:00

Retro house phones in a hotel in Los Angeles. May 2016.I have rarely been without a mobile phone for the last 16 years of my life. When I first got one, talking on the phone was the thing I did most of. Mainly because that's what the devices were designed to do and I didn't know any different having been brought up with a landline where it was the height of extravagance to listen to the charts on the phone using Dial-A-Disc (no really, we did do that and you can read about it here). I also used the alarm clock every day. I occasionally used the FM radio and did a fair bit of texting - but I was ahead of the curve on texting back in 2000 as I was working for a company whose only focus was on SMS marketing. If I hadn't been working for ZagMe back then, I'm not sure I would have been as quick to embrace SMS.Fast forward 16 years and I can count the number of phone calls I make each week on the fingers of one hand. And when I receive a phone call, it's such an infrequent occurrence, it can sometimes feel like an intrusion of my private space. With messaging of all kinds, be that email, Facebook Messenger or lowly SMS, it's asynchronous so I can reply as and when I choose to and it's fair to say, I'm overwhelmed with written communication much of the time - especially email. A phone call is in real time, hence the feeling of intrusion. And if I need to get hold of someone, calling them feels like I'm intruding into their day unnecessarily. Although, that could just be call reluctance.I'm not alone in this. A recent survey from GiffGaff (sample size 1,500 adults in the UK according to their PR team) showed that not only are we Brits spending 3 hours a day on our phones, but that less than a third of us use our phones mainly as a phone for making and receiving actual phone calls. The UK is a nation of texters with 36% of the 1500 respondents stating messaging (SMS / Messenger Apps) as the main use of their phone. Browsing is surprisingly low at 16% and Social media at 11%. I'm wondering if the last two were under-reported?Also of interest, depending on the device you own, your use of that device will vary. There were 13% of respondents who own a Nokia device and more than 50% of them said they used their phones for phone calls. Apple users (29%) were the least likely to use their phones to make calls and most likely to play games on their phone. I'm guessing many of the Nokia owners have simple phones that do calling better than anything else and that's why their owners bought them as they have no desire to push their finger around a glass screen aimlessly.It's something I've been thinking about for a while now. This song that my older readers may recognise comes to mind, Cliff Richard's 'It's so funny how we don't talk any more'. allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/C1wdAoSulm8/0.jpg" frameborder="0" height="266" src="https://www.youtube.com/embed/C1wdAoSulm8?feature=player_embedded" width="320">So what happened? How come we fell out of love with talking? I used to spend hours on the phone talking to my friends after school. Is today's teenage experience with messaging and social media as rich? Do we need to be encouraged to talk more with an updated version of BT's 'It's good to talk' advertising with Maureen Lipman playing Beattie? allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/O3pEsJyk6Uw/0.jpg" frameborder="0" height="266" src="https://www.youtube.com/embed/O3pEsJyk6Uw?feature=player_embedd[...]



Linkage on a Tuesday

2016-09-06T11:29:55.416+00:00

A few things I've been reading and thought were worth sharing...A good read here from a Greek tech and food entrepreneur telling his story of idea to execution to early success to failure to learning to pivot to greater success. How a fake food business won an award. A salutary tale of how to game social media via buying 'influencers' and what this means for your online marketing strategy. Why am I being paid less than my male colleagues? TLDR probably because you never asked for more money and didn't negotiate. I've heard this before that women don't tend to negotiate. Men negotiate from their first salary so get ahead early on. It doesn't occur to women to do the same. A lesson in negotiation here for men and women of all ages.This next one isn't news to me, but it may be news to you and is one of the reasons why I keep banging on about gender discrimination. Having women on your team makes for a better business:Companies with three or more corporate directors who are women (in at least four out of five years) outperformed those with no women on the board by 84% on return on sales, 60% on return on invested capital and 46% on return on equity.AlsoA 2009 study in Silicon Valley found that venture-backed companies run by women had annual revenues that were 12% higher, used an average of one third less committed capital and had lower failure rates than those led by men. There's more in this article about addressing the gender gap in angel investing.  This post from Terence Eden is great looking at user-centred design and creating personas when creating websites, apps and services. Entitled 'Debuffs, Enchantment, Equipment, and Players - an RPG Player's Guide to User Stories. I highly recommend.Thanks for reading. [...]



The Trouble With Big Cities

2016-08-29T20:42:35.946+00:00

Although I live in London, I spend a lot of time with my Mum in the city where I grew up. I say city, but Worcester is actually very small when it comes to town and city sizes. And it's a long way from anywhere. It's quicker for me to fly to Barcelona than it is to visit my Mum. Worcester suffers on the GWR Hereford to London line as part of the route is single track through the Cotswolds. I read somewhere that the train journey takes longer now than it did in the days of steam trains. There are local buses, but you really need to understand the timetables as most services are not very frequent and don't run every day and don't have services after 5pm. How you are supposed to use those buses to get to or from work, I really don't know! And let's not talk about the local motorway traffic which seems to get more congested year on year.As a city, Worcester seems to be suffering from lack of job and career prospects, especially for young people, despite being home to a large university. It's a nice enough place to live with beautiful countryside nearby, a river running through it, a sizeable Marks & Spencer in the High Street and some lovely places to eat and drink. But that's the trouble, the new job opportunities in the city are all hinged on retail and catering jobs. Gone are the days of the big employers like Kays Catalogue, Dents Gloves, Cinderella Shoes, Worcester Royal Porcelain and Metalbox. Maybe, it was like this back in the 1980s when I left school. The majority of my generation left Worcester at the earliest opportunity. A few stayed, but they could be counted on the fingers of one hand. A lot of us left for London. I certainly did and I wasn't alone.I'd love to see an innovation space in Worcester - in the city centre - showcasing young retail and creative talent and giving them the opportunity to try out their ideas in the city and providing a business hub. I've always thought the old Corn Exchange would make a great space for that. It has been lying empty for so long with a string of failed restaurants behind it, yet it's in a central  location in an interesting and historical building. Or failing that, the Angel restaurant could be reverted back to a market hall but focused on new retailers and have a mix of small office and retail units. I'm heartened to find out that there is an organisation who have similar desires called The Kiln. I'm interested to see what they come up with and wish them every success.I mentioned all this in passing in a conversation I had with friend and retail expert, Eva Pascoe, and she was telling me that the network effect of new technology was boosting cities and was keeping smaller towns and cities down. It's not something I'd really heard before but it made sense. This article, 'The problem with London Guilt' explains how that works in more detail and why London has become so dominant over other British cities over the years.I'm not sure where that leaves places like Worcester but it makes for interesting reading to understand the dynamics we're living in right now and why the focus is on 'smart cities' rather than 'smart towns' or 'smart villages'.I welcome your thoughts and comments on the topic. [...]



Revisiting proximity marketing

2016-08-29T19:52:18.678+00:00

I cut my teeth in mobile marketing in location-based services, or proximity marketing as it's now known, way back in 2000. I was Head of Customer Experience for a new outfit called ZagMe (now long gone) where we sent SMS text messages to customers at Lakeside and Bluewater shopping malls while they were out shopping. We were not only pioneers of mobile advertising, we were also pioneers of location based mobile advertising, and we were way ahead of our time.Fast forward 16 years and proximity marketing is making the headlines again. Retailers are experimenting with geo-fencing, location based targeted advertising online and beacon-enabled apps. It has been a couple of years since I last took a good look at the sector. You can see the video here of the interview I did with David Murphy from Mobile Marketing Magazine talking about the history of location based services.If you have an interest in this technology and its practical application, you my be interested at this upcoming Mediatel event, sponsored by Proxama, that I'm participating in on the morning of Monday 12th September in London. I'm looking forward to hearing about up to date case studies and I'm hoping brands and agencies have learned the lessons from the past. We'll see... You can find out more about the event and how to attend here.And if you'd like a history lesson in how mobile proximity marketing began, here are a couple of videos from BBC News and Channel 5 explaining how ZagMe worked.  width="320" height="266" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/-DJ7NylM4uM/0.jpg" src="https://www.youtube.com/embed/-DJ7NylM4uM?feature=player_embedded" frameborder="0" allowfullscreen> width="320" height="266" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/_huLub5Oh0Q/0.jpg" src="https://www.youtube.com/embed/_huLub5Oh0Q?feature=player_embedded" frameborder="0" allowfullscreen> [...]



#TBT From the Archives - On this day in 2006

2016-08-25T16:18:15.774+00:00

On this day in 2006, I wrote about Coca Cola embracing mobile marketing in Japan. That's 10 years ago! The gist of the service was that they could pay for Coca Cola in vending machines using an app that was NFC enabled or by using a personal QR code. They would then earn loyalty points for each purchase. To think we're only just seeing mobile payments here in the UK...You can read the original post here.Off hours mobile usage is covered in this short post from 10 years ago prompted by the Puzzler Media project Tom Hume was working on at the time. That is, usage of mobile devices at home in the wee hours of the morning rather than the received wisdom at the time of mobile being used mainly 'on the go'.And the final one I'll share from the archives today is this one about Carling and a campaign they were running 10 years ago. There's a text in call to action and you get a wap link back (we are talking the days of Nokia N95 handsets and their ilk). Then there's a bar finder and a mobile game you can download and play. As a campaign mechanic, it's probably not that different from a lot of the campaigns we see today. The main difference is the call to action. Then it was SMS to WAP and now it's more likely to be a banner ad or social media triggering the download. [...]