Wednesday, May 28, 2008

Innovation Rant #2 - Relevant Noise

We've all seen the ads. "More bars in more places." Clever visual representations of the reception bars disguised as sailboats, progressively taller buildings, etc. Here is the deal.

Advertising the power or clarity of your wireless network is yesterday's news. It isn't about the network anymore - that is a point of parity. Let's move beyond.

Imagine a world of advertising where customers of increasingly complex mobile device were actually told about new capabilities that they can do with their device and services. As a current customer, give me a reason to consume more of your products and services. As a prospective customer, show me some compelling and relevant use cases that convince me to switch to your device or services. In the words of Seth Godin – be Remarkable. More bars in more places, it’s the network. Give me a break. Who cares about this stuff.

A more relevant message might be.... "Phone - its not just for calling anymore." "Email a friend from the bus", "Send granny a photo", "Noisy scene, text instead", "Watch a movie", "Post to a Blog", "Play a game", "Make a Shopping List", "Buy Flowers", "Get Directions", "Get Lost".

Be different. Be courageous. Or at least be less Ordinary.

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