Going Mobile

Smart Phones offer new opportunities
If, or rather hopefully when, smart phones, handhelds and other cellular-based devices incorporate ATSC M/H receiver-applications and systems -- the broadcast industry will be provided with a new platform by which to expand services to what is a diminishing 'in the home' audience. Intelligent mobile devices will allow broadcasters and their advertisers to tap into new opportunities - but they have to be smart about it.

Although regular 'broadcaster originated' programming is not yet available on mobile technology in any, except a minute few trial markets - handhelds should ultimately be able to offer both stations and their clients a means to reach consumers through directed advertising, focused marketing campaigns, local or regional promotions and other services including local news and information, traffic, emergency notification and targeted gaming (sports, and others).

Winning Strategies for Media
The BIA's "Winning Media Strategies" conference in Washington this past week provided a conduit for understanding how to make mobile technologies a part of the broadcast industry agenda. One immediate opportunity - paraphrased by Michael Boland, program director for mobile local media, The Kelsey Group - is that by utilizing mobile distribution technologies (i.e., ATSC A/153 compliant over the airways signaling) the ability to promote and market both station and advertisers' products can extend those businesses' reach. The more dramatic impact will be when mobile, with the proper feedback mechanism, provides the broadcasters and advertising communities with 'quantifiable evidence' that their efforts work.

As evidenced, when one advertiser in the auto-repair/service industry offered mobile users a coupon for services, 50% of those redeeming that coupon were first-time customers of that service. When a Detroit station ran a contest for a shopping spree an estimated 91,000 mobile users responded.

Tapping Local Resources
Smart phone consumers already are or will use their devices to tap local resources. Concepts including the finding of local businesses or other entertainment/recreational opportunities; or impulse purchasing based upon geographically specific locations. Broadcasters can maximize those opportunities by providing the information that local users want or need.

The users of smart phones have yet to be tapped. Since only about one fifth do anything more than talk or text, that leaves the remainder of the users potential candidates for directed programming, advertising and other related attention getting activities.

Making Money at it
Revenue models for such activities are only beginning to emerge - they are mostly still in the dream stage. However, the capabilities already conceived for digital terrestrial data-broadcasting can now be extended to a new and evolving audience. Since consumer displays with DTV (ATSC) tuners never took advantage of the 'designed in' technologies (e.g., directed channel change, zip code specific targetted messaging, etc.); it is time for broadcasters to get prepared to really challenge the technology and put it to a use that can be monetized and will be profitable for a diverse set of businesses.

Acknowledgments and Further Reading
Note: The inspiration for this topic came from "Words To The Wise: Go Mobile And Local" http://www.tvnewsday.com/articles/2009/05/21/daily.12/ by Diana Marszalek (TVNEWSDAY, May 21 2009)