Mobile Groove

Editor’s note: Today we kick-off a series of interviews MSG conducted with analysts, journalists and companies across the mobile marketing ecosystem to identify the approaches and strategies that deliver effective mobile marketing. Top of the list: delivering people advertising messages they really appreciate on their mobile phone. Special thanks to Vincent Camara and the fantastic team at intrudersTV. This series also marks a new collaboration between MSG and intrudersTV to film industry events and deep-dive discussions with industry movers and shakers.

Mobile marketing is becoming a risky business. Companies can either embrace the models we know from the online space, where advertising is about brands bombarding people with a one-size-fits-all pitch. (Translated: spam.) Or advertisers can harness the personal nature of the mobile medium to begin a conversation (with people’s permission, of course) based on their explicit preferences and respectful of their privacy concerns.

In brief: Today we continue the shout out for MLOVE with Nick Heller, who is responsible for New Business Development across EMEA at Google. Listen in to his take on mobile, information access, location and where the NEXT Google might come from.

What’s next in mobile? MLOVE, a multidisciplinary event with a strong emphasis on mobile, promised to give us all a glimpse into the future of mobile and insights into the great ideas and biz models that can bubble up when artists, entrepreneurs, academics and executives brainstorm in a castle near Berlin. TED meets Burning Man? Maybe… But if you want to find out for yourself – then register for MLOVE at MLOVE.com – and take advantage of the 20 percent discount MSearchGroove offers as a media partner for the event.

In brief: Back with Part 2 in this three-part podcast series looking at the business value of recommendation and personalization. Colm Healy — Vice President of EMEA Services for Qualcomm Internet Services and General Manager of Xiam Technologies – discuses the issues related to fragmentation and where personalization fits in to drive mobile commerce (for paid apps) and user acceptance (for ad-supported apps).

Fragmentation, distribution, monetization. These are the headaches that plague developers everywhere. It’s all about reaching an audience of people who are mostly likely to appreciate and buy their apps. Or, if the model is ad-funded, it’s about an approach linked to advertising that people will accept. In both scenarios, the ability to bubble up apps we appreciate – or encourage us to discover the wealth of apps at our finger tips – is at the foundation of a sound and scalable business model.

In brief: Will recommendations from our significant others help us navigate the content deluge? This post draws from provocative statements about our future and the pivotal role of personalization in our everyday lives made by Andrew Gilbert, EVP, President QIS and Qualcomm Europe, and a