Presented By Justin R. Oberman

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Presented By Justin R. Oberman
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The Mobile Medium

• SMS / Text Message
• MMS
• WAP
• VoIP
• Data
• Bluetooth
• Ringtones / Wallpaper
• Voice

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Mobile Politics
Around The World

• People Power 2 (Philippines 2001)
• go to Esda, wearblck
• overthrew president Joseph Estrada
• Moo-Hyun Election (South Korea, 2002)
• Orange Revolution (Ukraine, Nov. 2004)
• Youth Text 2004 (Canada, 2004)
• Ethiopia Elections (Ethiopia, 2005)
• Spain M13 (Spain, 2004)

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Mobile Politics
Around The World

• Mobile Underground (Kuwait, 2005)
• Hello Garci (Philippines 2005)
• Spain M13 (Spain, 2004)

cell phone text messaging has become a powerful
underground channel of free and often impolite
speech, especially in the oil-rich Persian Gulf
monarchies, where mobile phones are common but
candid public talk about politics is not.
http//www.washingtonpost.com/wp-dyn/articles/A817
5-2005Mar28.html
Hello? Hello? Hello Garci?... So, will I lead by
more than one million?
Txtpower Post People Power II Success Story
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Mobile Politics

• Text Ban It (UK, 2006)

Around The World
To create a popular groundswell in the United
Kingdom against the Canadian practice of seal
huntinga practice responsible for the deaths of
over 300,000 seals in a single month.
Print ads had over ½ response rate (as a
function of circulation) Total opt-in was
approximately 50,000 (first day, 1 print add,
10,000) Response when opt-in group was
asked to send in name 92 Response when
asked to send in e-mail 68 Response when
asked to organizations web-site for information
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In Japan they eat squid pizza. That isnt coming
to the U.S anytime soon. - Greg Clayman (founder
of UPOC.com Current Head of MTV Mobile)
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Mobile Politics
In The USA
NYT, July 2nd 2005
"Around 930 Friday morning, C. Boyden Gray,
founder of the Committee for Justice, a
conservative group that is a leading ally of
President Bush, was sipping coffee at his
Georgetown residence and confessing mild
frustration to a reporter for The New York Times
about the waiting game for a Supreme Court
retirement. Suddenly he got a text message and
expressed that emotion rare for stage-managed
Washington surprise".
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THANKS TO
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"I instantly realized that we could use the same
wireless technology, that worked so well on a
commercial level, to mobilize thousands of
activists instantly," -Jed Alpert (Founder of
Rights-Media)

• Mass Immediate Response Team (MIRT)
• Important Information on the fly and important
  phone numbers wherever supporters are.
• 27 Percent Opt-In Rate. 5X More than Brittany.
• Between the age group of 40 and geriatric
• Age is not always an issue

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Republican National Convention, NYC
Completely Organic and Naturally Viral
Law enforcement officials concede they're having
trouble keeping up with these fast-moving,
cell-connected groups. "Now, they can actually
coordinate tactics, create a feint. They'll start
a demonstration in one place to draw the police,
while their true objective is in another," said
Charles "Sid" Heal, a crowd-control specialist
and 29-year veteran of the Los Angeles County
Sheriff's Department. "There's nothing we can do
right now to counter them," Heal said. "They're
in a digital age, and we're still in analog." -
DefenseTech.Org
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The American Environment

• Still PC dominated
• The real successful US SMS applications will be
  those that are mobile components of already
  existing internet phenomena.
• What can be leveraged from your online presence
  and the way people use their phones
• Mobile -gt Web
• SMS Rate Rising
• Predominately SMS between friends
• Great for carriers but hard for anyone else to
  make money off of it
• Great for politics and politics of communication

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In Japan they eat squid pizza. That isnt coming
to the U.S anytime soon. - Greg Clayman (founder
of UPOC.com Current Head of MTV Mobile)
When SMS booms Stateside it will be because of a
home grown phenomena, one that grows from an
American Gestalt and that most American's "get"
in a ubiquitous no brainer kind of way. It will
not be via a foreign consumer content clone
marketing its way into an American culture.
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SMS Is Not Email
Mobile Is Not A Be All Save All Solution
Mobile Is Not The Internet
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Do Not Ignore These Guys
there are more eyes and links in the chain in
mobile, because the environment is by its very
nature different. - Doug Busk (Senior VP,
Singlepoint)
They are the pipes, they own the roads, they will
shut you down.
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The Carriers / Operators
JUSTINS 5 RULES OF CARRIER RELATIONS
if you want a good example of what a world sans
net-neutrality would look like, take a look at
the way mobile operators run their networks - Me

• Avoid SMTP Mobile Gateways
• they are unreliable
• burden on the carriers
• regulated because of spam
• Get a Short Code,Use a Short Code
• Use an aggregator. They are the ones with a
  direct connection to a carrier.
• Do Not Push. Mobile is a Pull Medium
• DO NOT SPAM

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Shortcodes

• Cost
• 500 a month for a random code, 1000 dollars a
  month for a vanity short code like 46645 (Googl)
• 2 month no use limitation. If its not used
  after two months you loose it.
• Where do I get one?
• usshortcodes.com
• Some campaign managers and aggregators may
  already have shortcodes you can use in which case
  you are given a keyword to use with the service
  to prompt your campaign.
• Follow MMAs Best Practices.

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SMS
SMS Is The Key Connector Of The Mobile Medium
When SMS takes off in the United States it will
explode well beyond the current practices in
Europe and Asia- Russell Buckley (Mobhappy.com)

• Short-Code In Ads Successful (Pull)
• SMS Rate Is Rising In The US Every Day
• Ubiquity
• Viral
• On the fly wherever they are

SMS Is The Key Connector Of The Mobile Medium
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MMS/Picture Messaging

• Citizen Journalism / Moblogging
• Pictorial Satire
• Mobile Advertising
• Programs Making It Easier
• Shozu, Comvu, Nakama

Concept Easy way for a candidate to do a live
from the campaign trail
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Mobile Fundraising

• Premium SMS (PSMS)
• Costumer is billed on their phone bill
• Depending on the carrier they take around 40-60
  percent.
• Built for entertainment -based programs
• Depending on the carrier purchases are capped at
  10-20 a month per customer.
• PSMS built for mobile content which is generally
  99 cents or 2-5

What You Should Know
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Mobile Fundraising 2

• Paypal SMS NOT AN OPTION
• Cingular blocks all non PSMS purchasing
• May Create an I already Gave Mentality when you
  could have gotten more via cold calling and other
  means.
• Optimal for concerts and venues.
• Great way to get people to opt-in for future
  mobilization efforts
• Cell phone goodies incentive never hurt.

Consider
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Ringtones/Wallpaper

• Extremely Viral and Cool
• Four Billion Dollar Industry
• Personalized Association
• Easy To Make
• Getting Easier To Distribute
• JivJiv.com, mynumo.com (PSMS), bluetooth or your
  mobile solutions (PSMS)

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Voice

• What a cell phone is built for
• Robocalling
• Voice Activation
• Asterisk
• Open Source PBX - cheap
• VoIP convergence
• Anything Is Possible
• SpeakEasy, Riot-Tones, pheeder, pinger, call
  tracking

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Mobile Marketing Needs Marketing

• Not Stand Alone Medium
• Short Code Placement is Key
• MMetrics Report
• TV spot most popular (only because of American
  Idol style voting)
• Newspapers, magazines and signs key

http//www.youtube.com/watch?vhvFyyw-YrS4
http//www.youtube.com/watch?v20gEZJE8yCg
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• Its Relevant, It Feels A Need
• Therefore Its Viral

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Mobile Advocacy Players
These Guys Will Help You Manage Your Campaign
(politxt)
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Mobile Aggregators
if you want to handle your own campaign these
guys will provide the basic tools and the
connection.
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Mobile Advocacy Networks
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THANK YOU
text joberman to 66937 for more information