See presentation used by Ruth Bareño. It contains videos (only for members)

See the post by Jaime Castelló published in his blog


Are we about to see a mobile marketing boom? What are the expectations in this regard? On 11th February, an ESADE Alumni Marketing Club event brought together representatives of the entire mobile marketing value chain.

"It’s as if we had been playing on a dirt football pitch in our hometown, and now we’re playing on a 110-by-40 fresh-cut grass pitch". Using this metaphor in his opening remarks, Oriol Ros i Mas, a member of the ESADE Alumni Marketing Club, described the importance of the mobile marketing debate in today’s context. Ten years have passed since companies first noticed the potential of mobile phones as a means of reaching target markets. It is only now, however, that conditions are ripe for "a quantum leap in this industry".

Mr. Ros summed up these conditions in three milestones: 1) the launch and popularisation of new "high-class" devices; 2) increasing awareness among mobile customers about flat-rate plans and the freedom they provide; and 3) the recent purchases by Google and Apple of two of the largest American advertising networks specialised in mobile telephony. "It’s not the rules that are changing, but the field of play", said Mr. Ros, "because creativity has never been lacking". Because of these changes, he said, the sector is set to grow rapidly in the near future.

Jaime Castelló, Lecturer in the Department of Marketing Management at ESADE, then took the floor briefly to note that the debate had brought together some of Spain’s leading experts in mobile marketing to share their experiences in various parts of the mobile marketing value chain.

The fastest-growing medium in advertising investment 

Salvador Carrillo was the first guest speaker. Mr. Carrillo explained that, as CEO of Mobile Dreams Factory, he provides consulting services and implements mobile marketing strategies for major brands, and as president of the Spanish chapter of the Mobile Marketing Association (MMA), he is at the helm of the association responsible for promoting mobile marketing and representing the companies in the sector. In his talk, Mr. Carrillo reviewed the history and evolution of mobile telephones, on the one hand, and advertising, on the other, before finally focusing on the intersection of these two fields.

According to Mr. Carrillo, the mobile telephone has become such a part of our lives that "more than half of the population has one. It is at once a medium and a tool for interaction". And as for advertising, he noted: "Media consumption is changing and becoming increasingly complex". Ultimately, the mobile telephone has taken on a central role in advertising because "no other medium has its capacity in terms of penetration, frequency and coverage, or its efficiency in terms of segmentation, measurement capacity and interaction".

Using numerous practical examples, Mr. Carrillo highlighted the importance of mobile telephones for advertisers who are looking for new forms of communication. In an attempt to answer the question of the day – "Evolution or revolution?" – Mr. Carrillo said: "It’s not going to be ‘the year of mobile marketing’, but it is the medium that is seeing the largest increase in investment". He added that he expects this trend to continue due to the high potential of the mobile medium and the fact that "the rules are changing".

The channel used by sports fans

How does Real Madrid make money using mobile marketing? This question was answered by the next speaker, Pedro Duarte, Director of Mobile Marketing for Real Madrid C.F. Mr. Duarte explained that the creation of this new revenue channel has brought about an internal revolution in a company that is actually "rather conservative". There was also a case of evolution, however: the integration of this new medium in the club’s communication policy. According to Mr. Duarte, all of these steps had a single purpose: "To be where our fans are, using the channels that they use".

For Real Madrid, the decision to adopt this new channel two and a half years ago was made "not so much to communicate, but rather to sell", said Mr. Duarte. Specifically, the club is trying to generate additional income by offering exclusive services for fans (videos, photos, alerts, music, etc.) and to create a mobile Real Madrid community that knows no geographical boundaries. The result was "a new channel that will allow us, five years from now, to offer our sponsors visibility on channels that other clubs do not have".

"Real Madrid has bet on mobile marketing by setting up a large structure dedicated exclusively to this purpose", said Mr. Duarte. "What has to happen in order for the definitive mobile marketing boom to occur? We, the advertisers, have to make it happen".

Evolution and revolution for Orange

Ruth Bareño is the Director of Mobile Marketing and Sales at Orange-France Telecom. Even within her company, many people fail to understand her job. "I sell advertising on mobile telephones", she explained. In Ms. Bareño’s view, mobile marketing can be either evolution or revolution, depending on the actions of the parties that make up the value chain. By way of explanation, she discussed several studies that Orange has conducted to find out what consumers think of mobile marketing. Orange found that consumers don’t mind receiving mobile advertising, as long as it is relevant and adapted to their personal interests. "If done properly, it can even cause consumers to value the brand more highly", she explained.

"We’re talking about a single medium, the mobile, that allows us to do all kinds of advertising. We’re talking about 360º advertising. That’s the revolution, right there", said Ms. Bareño. "The key is to provide personalisation, because consumers say, ‘Yes, you can contact me, but you have to know who I am'"

Evolution or revolution? "I still don’t know", she answered. "It depends on whether all the intermediaries on the value chain understand and decide to work in this direction. If we understand and work in the short term, then we’re talking about a revolution. Otherwise, it will be evolution, and we’ll learn by trial and error". 

For further information:
ignacio.ramon@esade.edu

See presentation used by Ruth Bareño. It contains videos (only for members)

See the post by Jaime Castelló published in his blog


Are we about to see a mobile marketing boom? What are the expectations in this regard? On 11th February, an ESADE Alumni Marketing Club event brought together representatives of the entire mobile marketing value chain.

"It’s as if we had been playing on a dirt football pitch in our hometown, and now we’re playing on a 110-by-40 fresh-cut grass pitch". Using this metaphor in his opening remarks, Oriol Ros i Mas, a member of the ESADE Alumni Marketing Club, described the importance of the mobile marketing debate in today’s context. Ten years have passed since companies first noticed the potential of mobile phones as a means of reaching target markets. It is only now, however, that conditions are ripe for "a quantum leap in this industry".

Mr. Ros summed up these conditions in three milestones: 1) the launch and popularisation of new "high-class" devices; 2) increasing awareness among mobile customers about flat-rate plans and the freedom they provide; and 3) the recent purchases by Google and Apple of two of the largest American advertising networks specialised in mobile telephony. "It’s not the rules that are changing, but the field of play", said Mr. Ros, "because creativity has never been lacking". Because of these changes, he said, the sector is set to grow rapidly in the near future.

Jaime Castelló, Lecturer in the Department of Marketing Management at ESADE, then took the floor briefly to note that the debate had brought together some of Spain’s leading experts in mobile marketing to share their experiences in various parts of the mobile marketing value chain.

The fastest-growing medium in advertising investment 

Salvador Carrillo was the first guest speaker. Mr. Carrillo explained that, as CEO of Mobile Dreams Factory, he provides consulting services and implements mobile marketing strategies for major brands, and as president of the Spanish chapter of the Mobile Marketing Association (MMA), he is at the helm of the association responsible for promoting mobile marketing and representing the companies in the sector. In his talk, Mr. Carrillo reviewed the history and evolution of mobile telephones, on the one hand, and advertising, on the other, before finally focusing on the intersection of these two fields.

According to Mr. Carrillo, the mobile telephone has become such a part of our lives that "more than half of the population has one. It is at once a medium and a tool for interaction". And as for advertising, he noted: "Media consumption is changing and becoming increasingly complex". Ultimately, the mobile telephone has taken on a central role in advertising because "no other medium has its capacity in terms of penetration, frequency and coverage, or its efficiency in terms of segmentation, measurement capacity and interaction".

Using numerous practical examples, Mr. Carrillo highlighted the importance of mobile telephones for advertisers who are looking for new forms of communication. In an attempt to answer the question of the day – "Evolution or revolution?" – Mr. Carrillo said: "It’s not going to be ‘the year of mobile marketing’, but it is the medium that is seeing the largest increase in investment". He added that he expects this trend to continue due to the high potential of the mobile medium and the fact that "the rules are changing".

The channel used by sports fans

How does Real Madrid make money using mobile marketing? This question was answered by the next speaker, Pedro Duarte, Director of Mobile Marketing for Real Madrid C.F. Mr. Duarte explained that the creation of this new revenue channel has brought about an internal revolution in a company that is actually "rather conservative". There was also a case of evolution, however: the integration of this new medium in the club’s communication policy. According to Mr. Duarte, all of these steps had a single purpose: "To be where our fans are, using the channels that they use".

For Real Madrid, the decision to adopt this new channel two and a half years ago was made "not so much to communicate, but rather to sell", said Mr. Duarte. Specifically, the club is trying to generate additional income by offering exclusive services for fans (videos, photos, alerts, music, etc.) and to create a mobile Real Madrid community that knows no geographical boundaries. The result was "a new channel that will allow us, five years from now, to offer our sponsors visibility on channels that other clubs do not have".

"Real Madrid has bet on mobile marketing by setting up a large structure dedicated exclusively to this purpose", said Mr. Duarte. "What has to happen in order for the definitive mobile marketing boom to occur? We, the advertisers, have to make it happen".

Evolution and revolution for Orange

Ruth Bareño is the Director of Mobile Marketing and Sales at Orange-France Telecom. Even within her company, many people fail to understand her job. "I sell advertising on mobile telephones", she explained. In Ms. Bareño’s view, mobile marketing can be either evolution or revolution, depending on the actions of the parties that make up the value chain. By way of explanation, she discussed several studies that Orange has conducted to find out what consumers think of mobile marketing. Orange found that consumers don’t mind receiving mobile advertising, as long as it is relevant and adapted to their personal interests. "If done properly, it can even cause consumers to value the brand more highly", she explained.

"We’re talking about a single medium, the mobile, that allows us to do all kinds of advertising. We’re talking about 360º advertising. That’s the revolution, right there", said Ms. Bareño. "The key is to provide personalisation, because consumers say, ‘Yes, you can contact me, but you have to know who I am'"

Evolution or revolution? "I still don’t know", she answered. "It depends on whether all the intermediaries on the value chain understand and decide to work in this direction. If we understand and work in the short term, then we’re talking about a revolution. Otherwise, it will be evolution, and we’ll learn by trial and error". 

For further information:
ignacio.ramon@esade.edu

See presentation used by Ruth Bareño. It contains videos (only for members)

See the post by Jaime Castelló published in his blog


Are we about to see a mobile marketing boom? What are the expectations in this regard? On 11th February, an ESADE Alumni Marketing Club event brought together representatives of the entire mobile marketing value chain.

"It’s as if we had been playing on a dirt football pitch in our hometown, and now we’re playing on a 110-by-40 fresh-cut grass pitch". Using this metaphor in his opening remarks, Oriol Ros i Mas, a member of the ESADE Alumni Marketing Club, described the importance of the mobile marketing debate in today’s context. Ten years have passed since companies first noticed the potential of mobile phones as a means of reaching target markets. It is only now, however, that conditions are ripe for "a quantum leap in this industry".

Mr. Ros summed up these conditions in three milestones: 1) the launch and popularisation of new "high-class" devices; 2) increasing awareness among mobile customers about flat-rate plans and the freedom they provide; and 3) the recent purchases by Google and Apple of two of the largest American advertising networks specialised in mobile telephony. "It’s not the rules that are changing, but the field of play", said Mr. Ros, "because creativity has never been lacking". Because of these changes, he said, the sector is set to grow rapidly in the near future.

Jaime Castelló, Lecturer in the Department of Marketing Management at ESADE, then took the floor briefly to note that the debate had brought together some of Spain’s leading experts in mobile marketing to share their experiences in various parts of the mobile marketing value chain.

The fastest-growing medium in advertising investment 

Salvador Carrillo was the first guest speaker. Mr. Carrillo explained that, as CEO of Mobile Dreams Factory, he provides consulting services and implements mobile marketing strategies for major brands, and as president of the Spanish chapter of the Mobile Marketing Association (MMA), he is at the helm of the association responsible for promoting mobile marketing and representing the companies in the sector. In his talk, Mr. Carrillo reviewed the history and evolution of mobile telephones, on the one hand, and advertising, on the other, before finally focusing on the intersection of these two fields.

According to Mr. Carrillo, the mobile telephone has become such a part of our lives that "more than half of the population has one. It is at once a medium and a tool for interaction". And as for advertising, he noted: "Media consumption is changing and becoming increasingly complex". Ultimately, the mobile telephone has taken on a central role in advertising because "no other medium has its capacity in terms of penetration, frequency and coverage, or its efficiency in terms of segmentation, measurement capacity and interaction".

Using numerous practical examples, Mr. Carrillo highlighted the importance of mobile telephones for advertisers who are looking for new forms of communication. In an attempt to answer the question of the day – "Evolution or revolution?" – Mr. Carrillo said: "It’s not going to be ‘the year of mobile marketing’, but it is the medium that is seeing the largest increase in investment". He added that he expects this trend to continue due to the high potential of the mobile medium and the fact that "the rules are changing".

The channel used by sports fans

How does Real Madrid make money using mobile marketing? This question was answered by the next speaker, Pedro Duarte, Director of Mobile Marketing for Real Madrid C.F. Mr. Duarte explained that the creation of this new revenue channel has brought about an internal revolution in a company that is actually "rather conservative". There was also a case of evolution, however: the integration of this new medium in the club’s communication policy. According to Mr. Duarte, all of these steps had a single purpose: "To be where our fans are, using the channels that they use".

For Real Madrid, the decision to adopt this new channel two and a half years ago was made "not so much to communicate, but rather to sell", said Mr. Duarte. Specifically, the club is trying to generate additional income by offering exclusive services for fans (videos, photos, alerts, music, etc.) and to create a mobile Real Madrid community that knows no geographical boundaries. The result was "a new channel that will allow us, five years from now, to offer our sponsors visibility on channels that other clubs do not have".

"Real Madrid has bet on mobile marketing by setting up a large structure dedicated exclusively to this purpose", said Mr. Duarte. "What has to happen in order for the definitive mobile marketing boom to occur? We, the advertisers, have to make it happen".

Evolution and revolution for Orange

Ruth Bareño is the Director of Mobile Marketing and Sales at Orange-France Telecom. Even within her company, many people fail to understand her job. "I sell advertising on mobile telephones", she explained. In Ms. Bareño’s view, mobile marketing can be either evolution or revolution, depending on the actions of the parties that make up the value chain. By way of explanation, she discussed several studies that Orange has conducted to find out what consumers think of mobile marketing. Orange found that consumers don’t mind receiving mobile advertising, as long as it is relevant and adapted to their personal interests. "If done properly, it can even cause consumers to value the brand more highly", she explained.

"We’re talking about a single medium, the mobile, that allows us to do all kinds of advertising. We’re talking about 360º advertising. That’s the revolution, right there", said Ms. Bareño. "The key is to provide personalisation, because consumers say, ‘Yes, you can contact me, but you have to know who I am'"

Evolution or revolution? "I still don’t know", she answered. "It depends on whether all the intermediaries on the value chain understand and decide to work in this direction. If we understand and work in the short term, then we’re talking about a revolution. Otherwise, it will be evolution, and we’ll learn by trial and error". 

For further information:
ignacio.ramon@esade.edu