Until now much of the discussion around app store platforms and developer communities has been a technical one focused on primarily on APIs (which ones to open to third-party developers when and why), toolchains and toolkits (the optimal level of integration and how to achieve it) and development costs (value for money and how to
Just two weeks after release and my new white paper (Mobile Advertising For The Masses) counts 500+ downloads. (Again, I am honored that Bango (white paper sponsor) refers to me as a "mobile guru.") I always endeavor to communicate complex ideas in a way that everyone will understand, and am told people enjoy my accessible and entertaining writing style. But the real reason behind the popularity of this hands-on analysis of campaigns across three mobile social networks (BuzzCity, itsmy.com,and Peperonity) is timing. Mobile social networks are on the rise (a recent Informa report counted 200+ of them) and open for business.
Where is the money?
I was fortunate to speak at Mobile Advertising & the Rise of Social Networking: What does it mean for Brands, Agencies and Service Providers?, a Knowledge & Networking Seminar organized by AIME (the Association for Interactive Media and Entertainment) last week in London. My session looked at the nuts and bolts of mobile advertising in social networks, and the real results, revenues and strategies first-mover companies such as pioneer mobile flirting service Flirtomatic and brave consumer brands (via full-service mobile marketing agency Inside Mobile), have to share.
As I am currently conducting my own mobile advertising research, I was particularly interested to learn from Eric Mugnier, Inside Mobile Product and Innovation Director, that the agency has also done its homework in the form of an in-depth survey of 80 key decision makers in the global mobile advertising value chain. The report won't be released for a few weeks/months but Eric, who is also interested in my input and ideas, has promised MSG will have it first. (Thanks Eric!)
In his presentation, which included video interview excerpts from a selection of interviews, Eric outlined a few clear trends/requirements for effective mobile advertising in a social network. Mobile advertising must be targeted and relevant; the industry has no shortage of good ideas, but it must address issues around scale; and finally, brands and agencies have built the proper foundations, and now the priority must be to create a toolkit approach that will allow more companies to execute on the lessons they have learned.
"Killer app"
Where are the brands?
Further along than I thought if we consider the example of a major sporting goods and sports apparel company, an Inside Mobile client gearing up to release an iPhone app that combines creativity, communication, and community to deliver a compelling advertising experience that users can make their own.
It's early days and there are no easy answers - all the more reason to attend Mobile Advertising & the Rise of Social Networking: What does it mean for Brands, Agencies and Service Providers?, a Knowledge & Networking Seminar organized by AIME, (The Association for Interactive Media and Entertainment), this Thursday in London. The seminar provides the perfect opportunity to explore key learnings with industry pioneers and network over drinks. (The event begins at 6:30 p.m. and wraps up around 11 p.m. More details on the program and venue here.)
One company I look forward to hearing is Flirtomatic, a pioneer mobile flirting service that has had great success monetizing mobile users through conversation with added fun and great content such as virtual flowers and kisses. The company recently extended its reach to enable members to give the objects of their affection real gifts including chocolate and sexy underwear. As Matt Dicks, Commercial Director for Flirtomatic, put it in an interview with AIME's Andrew Darling: The approach to mobile advertising is about marketing entertainment and content services as part of its mobile social network. "It's about integrating ads and brands into the fabric of a social networking service - enabling premium gifting between users and using advertising to support content." 
