In brief:

Ever since expanding the focus of the Netsize Guide, an analysis of mobile trends, to include mobility in verticals such as healthcare and education, I have sharpened my own focus on ways companies can combine mobility, creativity and compassion to help organizations reach out to people in need.

A moment of clarity came during my interview with James E. (Jim) Nalley, Co-Founder and CEO, EmFinders.

The U.S.-based technology firm has harnessed mobile to provide new support to caregivers and new freedom to a growing population of individuals with Alzheimer’s disease, autism, and a range of cognitive and developmental disabilities. The aim is to facilitate the rapid location and recovery of wandering or missing adults and children. EmFinders achieves this through EmSeeQ, which combines a small, watch-like, wireless device without buttons or a screen, and a location service that uses triangulation through the cellular network – and with 911 emergency response systems – to accurately determine a person’s location.

I was struck by Jim’s dedication to his work (more like his mission), stemming no doubt from his own personal experience with his father, who – like some 5.6 million other Americans — had Alzheimer’s disease. His respect for his father’s quality of life and personal freedom inspired him to develop a solution that doesn’t track individuals like a Big Brother (potentially limiting their feeling of autonomy and self-worth). Instead, the EmFinders solution is designed to give some peace of mind to the caregivers and to the families, and ensure that – if the impaired person wanders off – then the service can recover them quickly.

As Jim put it: “It’s about personal mobility and giving these impaired people and their families the freedom they haven’t had before. We’re hearing back from our customers that we’re making it possible for them to go on vacation for the first time in years because now they don’t have to be worried that their mom or dad or child is going to run away and not be able to be found again.” (For the complete interview, download the Netsize Guide 2010 here.)

LEVERAGING MOBILE FOR GOOD

Jim’s service is just one of a new breed of personal mobility services that puts people, not technology, first.

Since then I have examined the needs of non-profits and explored how they might harness mobile to extend their reach and help people everywhere. Fortunately, I was able to connect with other entrepreneurs, academics and humanitarians who share my passion.

The result is the recognition that non-profits need (and are not yet using) mobile messaging solutions to connect people to resources and essential services, and the resolve to change that (literally) for good.

Today I am proud to join with my esteemed colleagues in announcing THE MOBILE MOVEMENT Initiative and serve on the advisory board. Our mission is to support non-profits by bringing mobile capabilities to non-profits, helping them to reach millions more people in need by leveraging mobile devices, networks and innovative applications they will create in partnership with social entrepreneurs.

Carol Glennon, a founding director of The Mobile Movement and founder & CEO of Renu Mobile put it best in this press statement (distributed today via MSG and its partner RealWire): “As we launch this effort we are very fortunate to be supported by a board of advisors with experience in education, non-profit services, finance and mobile applications, as well as the compassionate creativity we’ll need to continually innovate. Together we will build a platform and services by collaborating with our non-profit colleagues enabling them to help more people everywhere mobile devices can be found.”

Members of the advisory board include:

Avis Richards, film maker and philanthropist creating short videos and documentary films for dozens of non-profits – www.birdsnestproductions.com and www.lunchthefilm.com

Cynthia Artin, managing director of Auster Capital Partners, a private equity firm and investor in telecom, software and mobile applications companies

Kevin Patrick, serial social entrepreneur and producer, founder of a new web-based exchange that brings together musicians with the causes they care about

Laura Marriott, global thought leader in the mobile marketing industry, consultant and former global President of the Mobile Marketing Association

Dr. Mary Cronin, Boston College professor of management, consultant and author of mobile and smart product strategy analyses

Simone Schmidlkofer, expert in corporate social responsibility programs, entrepreneur and founder of a Cause2Connect, global strategy and branding agency

MOBILIZING THE MESSAGE

Thousands of non-profits are not yet using mobile messaging to serve their community because they lack the technical expertise and budget. The Mobile Movement fills that gap by connecting non-profits with sponsors and – more importantly – tools (mobile texting, mobile petitioning, mobile barcodes and mobile website creation/design) to achieve amazing results. We’re keeping it simple to scale quickly and have a positive impact on the causes that seek our innovation, support and collaboration.

Thanks to Avis Richards, founding board member, lifelong humanitarian, and Founder and President of Birds Nest Foundation, a non-profit organization that produces short videos and documentaries for a wide range of important causes, we kick-off with our first campaign.

As part of a series of Earth Day events in New York City this week, her company, Birds Nest Productions, in partnership with
Earth Day Network and Earth Day New York is screening LUNCH, a short documentary film investigates the causes and the consequences of “growing up in a junk-food culture.”

Using the platform to promote the documentary, Avis says her organization can “share our stories and services with millions more people.” Moving forward, Avis will take her initiative national (in the U.S.) with the help of the Mobile Movement team.

MORE INFORMATION

The Mobile Movement was created as an organizing force around a force of nature called collective compassion. Now that we have done the hard work of building global connectivity, and are placing communications devices into the hands of billions, we commence the work of finding usefulness and meaning through applications that can help improve, extend and even save lives.

If you manage a non-profit or would like to find out more about how to get involved, then please email me directly (peggy@msearchgroove.com). And please check out our new website. (Thanks again to the phenomenal Lauren Towle!)

Disclaimer: MSG is aligned with the mission and goals of The Mobile Movement and Peggy Anne Salz sits on the Advisory Board. Netsize is an MSG supporter and Peggy Anne Salz is author of the Netsize Guide 2010.

RealWire supports MSG with a global news release distribution service (specializing in the online media and mobile) that consistently delivers reach, audience and exceptional analytics.

Following on from the phenomenally popular future-focused chapter that wrapped up last year’s Netsize guide (a chapter I was proud to co-create with Stan Chesnais, Netsize CEO), this year’s publication will continue to explore the personal experiences and business opportunities emerging as our virtual and physical worlds converge. Another highlight: 25+ interviews with C-Level executives and influencers.

I’m particularly interested in connecting with companies and pioneers taking mobility to a new level with the help of technology that links digital information with real-world places as we pass by.

The buzzword here is augmented reality, and I am pleased to report I already have an interview scheduled with John Ellenby, GeoVector CEO. GeoVector, a developer of mobile technology that recently launched its directional search and pointing application for mobile phones and released World Surfer for download from the Apple iTunes App Store and Android Market.

I’m also looking forward to a Q&A with Ogilvy’s mobile advertising mastermind Scott Seaborn, who is quite bullish about augmented reality and the central role it is likely to play in a wide variety of mobile marketing and promotion campaigns moving forward.

However, the Netsize Guide isn’t just about cool stuff on the horizon.

It also looks at the impact of app stores on the mobile business ecosystem that (at least traditionally) has the mobile operator at its center; the evolution of social media and the excitement over the social address book (more specifically, who owns it?); the trends that matter in mobile communitainment (games, music, social networking); and pivotal importance of personal engagement in mobile marketing and advertising.

I’m pleased to report that key players including Google, Sony Ericsson, Nokia Interactive Advertising, the Mobile Marketing Association, the Interactive Advertising Bureau, are already on board – a line-up sure to make the Netsize Guide 2010 a runaway success. (Another boost: Netsize’s decision to promote the guide via a destination within the new Thought Leadership section of MSearchGroove. This commercial offer, one of MSearchGroove’s growing portfolio of media solutions, allows a select group of companies to launch a branded microsite on MSearchGroove, thus presenting their commentary, case studies and subject matter expertise to a wide audience of executives and influencers.

This year’s guide also has a strong emphasis on mobile CRM, mobile commerce and case studies that illustrate how industry verticals (Education, Finance, Healthcare, Retail, Enterprise) are using mobile to fundamentally change/improve how they do business.

The bottom line: It’s not about mobile; it’s about mobilizing. We fully understand that mobile is personal, portable and part of our daily routine. Now the mobile industry has to stop talking to the mobile industry and reach out to verticals just beginning to explore what mobility means for them.

Against this backdrop, I am particularly open to hear how you (or your customer) has implemented (or is planning to implement) mobile. From mobile education case studies in emerging markets to cool new ways companies use mobile to super-charge customer service and CRM – I want to hear your story. All the better if the service harnesses a unique characteristic of mobile (context, location data, personal preferences and browsing patterns) to get the job done.

Ironically, this was also the topic of my recent article for EContent aptly titled the Immersive Enterprise.

I enjoyed connecting with companies including EMC, Liquid Machines, SecondLife and ThinkBalm, a super-cool company offering independent IT industry analysis and strategic advisory services to technology marketers and immersive Internet advocates. I was extremely impressed by Erica Driver, co-founder and principal at ThinkBalm, who invited me to join her ThinkBalm Innovation Community, a collaborative community in SecondLife dedicated to propelling the enterprise use of the Internet forward.

In addition to some surprising observations (which I recount in my article) Erica also shared the findings of a recent ThinkBalm survey of 66 immersive Internet practitioners. More than 40 percent of those surveyed saw a positive economic benefit from investments in immersive technologies in 2008 and 1Q2009, and more than half expect to obtain a positive total economic benefit in 2009. Looking to the future, over one third (36 percent) said their organizations will definitely expand their investments in 2009 an 2010, and another 38 percent indicated they might even expand their investment.

In my article I interpret this as proof that the next round of innovation will have to enable us to work in multiple locations, multiple dimensions (!) and across multiple devices.

But it was Martin Frid-Nielsen, CEO of Soonr, a company offering mobile cloud services, that put it best.

As Martin sees it: it’s not about enterprises embracing mobility, it’s about them absorbing mobility into every aspect of what they do. “The concept of mobility will be a given going forward for every company everywhere.”

If you have similar opinions/insights or if you want to be considered for inclusion in the Netsize Guide 2010, contact me directly (peggy@msearchgroove.com)

Deadline: October 30.

Disclaimer: Netsize is an MSG supporter.

Mobile Groove, the monthly podcast that focuses on the news and companies that matter most in mobile — is back with a great line-up of topics and the usual mix of insights and outspoken observations from co-host Inma Martinez, my über-connected and always professional partner in crime. (We missed posting on Friday, but the reason for the delay will be clear when I take the wraps off an all-new MSearchGroove, so watch this space.)

Mobilize, the conference Inma attended in September, left a lasting impression. Her SWOT analysis: a great line-up of startups and a high level of energy and VC activity in the Valley. Where does this leave Europe? Inma (also based in London) connects the dots in some recent investor reports and concludes Europe may see its best and brightest in mobile “defect.” Is the U.S. the place to be if you are a mobile entrepreneur? Listen in and let us know what you think.

Speaking of startups, Inma also outlines the highlights from Seedcamp, a program created to jumpstart the entrepreneurial community in Europe by connecting next generation developers and entrepreneurs with over 400 mentors from a top-tier network of company builders; including seed investors, serial entrepreneurs, product experts, HR and PR specialists, marketers, lawyers, recruiters, journalists and venture capitalists. One company that stood out: VouChaCha, a U.K. startup that delivers vouchers to your mobile phone. Where is the hold up in Europe and why aren’t coupons a de facto part of our daily mobile routines (as they are in the U.S.)? You tell us!

Other success stories Inma shares: Flirtomatic, iScoot and eBuddy.

CONTEXT MATTERS?

Will location-based services excite women? Well, we beg to disagree.

Listen to the lively podcast here [23:54].

What about women who are interested in bargains are willing to drive miles in pursuit of discounted designer clothes, for example. (Think of the success of outlets in the middle of nowhere?!) Will an app that tells women what’s on offer nearby fly or fail? And where are the female-focused apps anyway? Men may have their iPhone app that celebrates flatulence – but where are the apps that target women? Talk about leaving money on the table!

BLYK MEDIA & SOCIAL MEDIA

In a follow up to the last podcast Antti Öhrling, Blyk Co-Founder, joins Inma for lunch and the opportunity to explain Blyk’s real business objectives. It’s not about mobile advertising; it’s about mobile media. Inma tells us it is an ambitious model – but one that could work well for Blyk. Listen in and find out.

And we discuss the buzz around social media, giving Vodafone (and the fast-followers sure to make headlines in the next weeks/months) huge credit for Vodafone 360. Why is social media big in mobile? Inma tells us that part of the reason could be the popularity of Twitter on mobile. (She should know; when it comes to mobile London is the Twitter capital.)

We also revisit Spotify and dissect its mobile ambitions. Is it gearing up for a showdown with Apple? Listen in and let us know what you think.

RAISING OUR GOBLET

This time Inma salutes Mark Curtis, the mastermind behind Flirtomatic, a phenomenally successful freemium flirt and fun service.

Fresh from several mobile advertising events, I raise my goblet of rock to Dagmara Brylack for sharing a milestone mobile advertising case study during Mobile Marketing Forum Europe (which I analyze here). I also recognize Mark “Mr. Mobile” Wächter, for his work to launch MMA Germany. When it comes to mobile advertising, Germany is a potential powerhouse (!)  and future posts here on MSearchGroove will highlight the stats, campaigns and companies that make this market the one to watch.

Until next time – keep it fun!

PERSONAL THANKS

Our thanks to the Grant Butler Coomber team (and Billy Burnett) for their continued advice and support on how to build awareness of this podcast series and other MSearchGroove initiatives.  I fully recommend them as our PR team of choice if you want to build your brand in Europe. In the U.S. I am indebted to Jeff Fishburn (“always-on” at OnPR) and Liz Erk, whose agency, The Jaxson Group, also advises MSearchGroove. Her talent: securing major media placements and speaking engagements for client companies.

But most of all – thanks to you, our listeners. We welcome your ideas, suggestions and elevator pitches. DM us on Twitter (@mobilegroove) or email us at mobilegroove AT msearchgroove DOTcom.

Related posts:

PODCAST: Thought-Provoking Mobile Groove Series With Inma Martinez Debuts Today; Offers Inside Track On Industry Disasters, High-Flyers & What’s Highest On Investor Radars

The bottom line: It’s encouraging to see traction for this particular approach to mobile search. Peggy adds: The question remains: Will mobile-only search, which essentially promotes a subset of wealth of content/apps/stuff out there, continue to flourish? Or will it be Web search scenarios, enabled by the usual list of suspects all over again. I have some positive views on the potential of social search in mobile, and share these via podcasts (such as this one) and my contributions to mobile search white papers.

And while we mull over the prospects for mobile search, I invite you to consider the graph below from StatCounter Global Stats (based on aggregate data collected by StatCounter on a sample exceeding 4 billion pageviews per month collected from across the StatCounter network of more than 3 million websites) showing the companies that lead in online search . Charles Knight – my esteemed colleague and the “voice of alternative search” at MSG partner site AltSearchEngines - has launched a contest and asks: What is the one word that best describes Google’s lead? (Google is the read line at the top.) “Alarming” is my pick…

Since AltSearchEngines doesn’t focus on mobile search (which is why we have partnered), allow me to share the StatCounter Global Stat chart for mobile search, and likewise ask your views. Why does Google lead the pack? (Particularly when the mobile experience offered by Google is known to be unsatisfactory…) What do YOU think?

***

OPERA BROWSER EDGES OUT iPHONE IN MAY, according to Web-analytics firm StatCounter.  The Norwegian browser firm Opera Software saw its mobile browser surpass the iPhone’s popularity last month. Based on aggregate data findings on a sample of over 4 billion page views per month, the study said 24.6 percent of Internet pages downloaded to mobile devices went through Opera’s mobile browser, and 22.3 percent through the iPhone. Source

The bottom line: Although Opera would likely have lost out if the iPod Touch had been counted, these figures are still significant. It can also be read as an indicator of BlackBerry’s mobile Internet dominance.  The American smartphone is widely perceived as THE corporate device, so while Internet appetite might wane after some time for the casual user, maybe it’s BlackBerry’s leagues of loyal prosumers that keep Opera that little bit ahead of iPhone.

***

MOBILE ADVERTISING IS EXPECTED TO BE WORTH $5.7 billion by 2014, according to Juniper Research. The report says a need for customer engagement and a quantifiable return on investment will drive growth in mobile advertising, but brands are still doubtful that “mobile has sufficient reach to warrant substantive ad spend.” 

Mobile will still account for only 1.5 percent of total global ad spend by 2014. Jupiter points out that, although this year will see the mobile Internet become the most popular delivery channel for advertisers, CPCs and CPMs have fallen sharply over the past year.  But there is a bright side: Response rates in mobile advertising remain substantially higher than those in other media. Source

The bottom line: A mix of good and bad news on mobile advertising from Juniper, and another voice supporting changes many in the industry agree are critical:  More engaging mobile advertising campaigns and agreement on key performance indicators and measurement tools. Let’s hope Juniper’s advertising spend proportions are a just a miserly prediction.  Peggy adds: After all, word is – and this was expressed at this week’s Mobile Marketing Association (MMA) event in NYC – that the industry is only waiting for a few solid success stories to drive significant ad spend. More on the mood/news at the MMA event in a special report from Jim Levey, a former mobile advertising executive at Amdocs, whom I am proud to report has joined our roster of authors and correspondents. Jim will be tracking and commenting on mobile advertising industry developments that matter.

***

AVERAGE MOBILE MARKETING BUDGETS WILL INCREASE 26 PERCENT this year, even as overall marketing expenditures decline by 7 percent, according to new Mobile Marketing Association (MMA) research presented at its New York conference. 

But although mobile is fighting against the downward momentum of spending, at 1.8 percent it still only makes up a small fraction of total marketing budgets. The MMA projects that mobile ad spending will grow from $1.7 billion this year to $2.16 billion in 2010.  MMA says SMS campaigns remain the most common at 66 percent, followed by having a mobile Web (53 percent), and mobile email marketing (33 percent). Source

The bottom line:  This research puts a more positive spin on the state of the market (as opposed to Juniper’s rather sobering report above). That mobile marketing spends are going up during a generally down time can only be encouraging.  However, the challenge must remain in convincing brands to dedicate a greater proportion of their budget to an exciting new medium, whether that’s through tried and trusted messaging campaigns, or using richer new mobile media.  Growth and innovative mobile development still needs risk-takers and brave allocation of budget from the big-name brands.

***

GLOBAL MOBILE VIDEO USERS WILL total more than 534 million by 2014, according to a forecast issued by Pyramid Research.  It says a strong percentage of mobile net additions will come from emerging markets. The study adds that mobile video subscribers will rise roughly 8.5 percent by 2014, citing the availability of improved devices and networks as the keys to driving adoption. The Asia Pacific market will lead the mobile video growth spurt, claiming 281 million subscriptions by 2014, and India will also experience a dramatic uptake. Source

The bottom line: Mobile video has only very recently begun to penetrate western markets, thanks to the improved user experience and larger screens available with the latest smartphones.  Although eastern markets are ahead of the game in this respect, and the projections largely focus on these geographies, the predictions still seem bold. The provision of adequate bandwidth and the development of LTE technologies will be critical for the global take-up of mobile video, whether it’s accessed via streaming, downloads, or by accessing the 3G Video Call channel.

***

NOKIA’S POPULARITY IS FADING FAST AMONGST TEENS reports online teen hangout, Habbo Hotel.  A survey asked 112,000 teenagers in 30 countries to choose their top cellphone brand, and just 21 percent of respondents chose Nokia, down from 29 percent last year. Source

The bottom line: The Habbo survey numbers are reported to have excluded key emerging markets (such as India and China, where Nokia is market leader), and may also have had a strong bias towards respondents from America, where Nokia’s market share is much less.  However, there’s probably some truth in the suggestion that Nokia could do with re-energizing their brand for the global youth market.

***

NEARLY 60 PERCENT OF U.S. MOBILE PHONE OWNERS TEXT, with 94 percent of teens the largest user group, and 20-somethings at 87 percent.  So say results from the second annual Vlingo Consumer Mobile Messaging Habits Report. Among those in their 40s, usage jumped from 56 percent in 2008 to 64 percent this year, and for those in their 50s it jumped from 38 percent to 46 percent. The report explains that texting is also gaining on sending/receiving calls as the primary use of mobile phones, with 35 percent of all respondents using their phones for texting more than for calls. Almost half of respondents do both in equal numbers.  Text message volumes have risen across all age groups, although the 13 to 19 age group remains the most active with an average of more than 500 texts per month.  It also claims that more than a quarter of mobile users drive while texting. Source

The bottom line: The rise of messaging in the U.S. appears undaunted in this report, with ever-climbing numbers not always reflecting responsible use of America’s favorite non-voice mobile communication channel.

I am pleased to report this work has also sparked interest at Eyefor Travel Research, a business intelligence firm known as the “leading voice of online travel.” Andrew Merrie, research analyst and Headmaster of the School for Mobile (the firm’s initiative for educating the travel and tourism industries on opportunities in mobile), reached out to me earlier today to collaborate on the firm’s series of free reports (which are essential reads chock-full of case studies, key statistics, and best practice) focused on mobile technology and solutions.

There is a special emphasis on mobile search (which we agree is the linchpin of a range of effective strategies to deliver mobile advertising, commerce, and CRM). By way of background, the Eyefor Travel report series consists of Vol.1 Mobile Technology in  Travel: The Introduction, and  Vol 2,  Mobile Technology in Travel Report: The Detail. Vol 3  Mobile Technology in Travel Report: Consumer Insight is work in progress, but you can sign up here for an alert when it is released later in June.

A trend that stands out is the new popularity of SMS search schemes as a sure-fire way to reach a mass market. As Andrew puts it: “SMS search is a tool that 99 percent of customers know how to use. In a consumer-focused industry such as ours, it [SMS search] represents a good first step in how companies need to move forward.” Another advantage beyond intuitive usability: Proven monetization models around the delivery of related text links and advertising.

This point came through loud and clear in this week’s AdAge article, which outlines the advantages of SMS search, and takes a look at the companies (notably 4INFO, which MSG profiled here, and ChaCha) cashing in on its newfound popularity among users and advertisers.

Rita Chang, who wrote the piece, contacted me for the article, and has since arranged a follow-up call to discuss the mobile search competitive landscape. The intention is to write a comprehensive feature on the models and companies I think set the bar. I gladly support her in this work, and welcome other journalists to reach out to me for comments or just a few company contacts.

The increasing excitement around SMS search isn’t limited to the U.S. (the focus of Rita’s AdAge article). It’s also going full-steam in Asia, where Mobile Content Networks (MCN) – a provider of mobile search and revenue solutions that deliver people connections to content, not links to content, on their mobile phones – has chalked up an impressive list of operator customers for its SMS search, which emphasizes content discovery instead of answers to specific search queries.

Today marks the company’s official launch of Smart Search (aptly named) in partnership with Smart Communications, the Philippines’ leading mobile operator with 36.9 million subscribers. The MCN-powered search service (an SMS triggered search service that lets people use a shortcode to text queries for their favorite downloadable music) complements MCN’s WAP search solution for the SMART Music Store, which launched in 2008 and offers subscribers real-time access to a growing catalog of ringtones and music tracks from local content providers.

Stephen Burke, MCN SVP Sales and Marketing, who pre-briefed me on the news announcement yesterday, also kindly agreed to a spontaneous Skype chat interview to connect the dots in MCN’s evolving search strategy. I produce an excerpt of it below, and will circle back for a more in-depth discussion once MCN formally announces a key customer win later in the summer.

Q: The news is Smart Search. What else is in the pipeline?

A: We will also be adding new WAP and SMS content channels with Smart this month and next, and are seeing steady and healthy traffic growth.

Q: What can you share about traffic and usage?

A: For the Smart WAP Music search, we have seen page views and queries double in the second quarter calendar. We add [the content categories] Games in mid-June and Video in late June, which is projected to increase traffic about 3x.

Q: SMS activity?

A: SMS Search [is] reaching all the non-WAP users in the world’s most active SMS market.We will be ramping advertising in Q3. In emerging markets, the first step is to help build the Mobile Ad ecosystem, which is happening now.

Q: Do they [Smart mobile operator] use allwords [MCN's own PPC mobile content promotion program]?

A: No, not yet. The Philippines’ carrier revshare/ecosystem issues aren’t quite in place yet.

Q: And what can you report elsewhere across your partners/customers?

A: AIS in Thailand, FYI has also tripled traffic as they’ve added our Search to almost every page on the portal in their preparations to launch 3G services. These “emerging markets” are catching fire. Basically, we are seeing growth in all markets (Scandinavia, Turkey, Thailand, Philippines, Japan, etc).

Q: SMS search is certainly on the upswing.

A: In markets where WAP penetration/3G penetration is still lower (than Europe or U.S. or Japan), a transaction oriented, content and personalization oriented SMS service is an important addition. And it’s [SMS search] being specced into RFPs we are seeing elsewhere in S. Asia and Latin America.

My take: SMS search is a case of been-there-done-that? No way! It may be a rather un-sexy category of mobile search, but there is nothing unexciting about the demand for it across markets (and the increasing interest among advertisers). Indeed, comScore reports that SMS ads average a 16 percent response rate, outperforming typical 1-3 percent click-through rates for mobile display ads. While we may be enamored of the iPhone and the pivotal role this device has played in shifting mobile models (and the complete mobile business ecosystem) in the direction of mobile computing (as opposed to mobile communications), we should remember that the mobile device is about connecting us to the people and stuff (information, answers, content, and advertising – because it is content) that matters to us most. What works is what works. As Alex Meisl – Chairman of Sponge, a mobile marketing agency, and Co-Chair of the Mobile Marketing Association – pointed out in a phone interview yesterday, he is not bullish about bells and whistles in mobile. Most of his company’s campaigns harness text and messaging mechanisms people understand. Another advantage of text is the dialog it encourages between people and brands. This level of interaction can also bring a new dimension to mobile search, turning a search query into much more of a search conversation we can all understand.

Disclaimer: ChaCha has sponsored an MSG white paper; MCN has been an MSG supporter.

Will 2009 be the year of mobile advertising? In Germany the question isn’t associated with market hype; it’s linked to the realization that the climate and conditions are right in Germany for mobile marketing to finally and formally take-off. Gone are many of the legal and business hurdles that have stifled ideas and innovation, paving the way for home-grown mobile marketing companies – such as MindMatics AG, Netbiscuits GmbH, Smaato Inc., and YOC AG – to take their place among international giants. This overview names companies and some interesting stats – thanks again to Mark (“Mr. Mobile”) Waechter, independent media consultant and head of the Mobile Marketing Association (MMA) in Germany.

Mobile World Congress (MWC) introduced me to some exciting German companies sure to leave their mark on mobile. Some (such as the amazing aki-aki) I met during my day judging the Mobile Peer Awards (the winner in the Emerging Startups category was Popcatcher, a Swedish company set to do for radio what TiVo did for TV). Others I connected with at the reception held by Smaato to announce the winner of the Smaato Mobile Advertising Award 2008 (which was DialPlus, by the way) and finalist companies: aka-aki, buzzd, Fishlabs, fring, FunkySexyCool, Peperoni, Qeep, Skout, TourSpot and Vayyoo.

I also had a deliciously disruptive discussion with Harald Neidhardt, Smaato CMO & Co-Founder, during which I also learned more about m.LOVE, a path-breaking group of “mobile passionistas” Harald has brought together to discuss the future of mobile and ways how “mobile advertising, mobile social communities and the society find solutions to be more engaging in the mobile media of the future.”

This dovetails quite well with the aims of Every Single One Of Us, so it’s no wonder that its founder, Jonathan MacDonald, has  joined their ranks. Likewise, MSG is also a passionate m.LOVE supporter, and I will use this platform to showcase the individuals and ideas driving this forward. Watch for the upcoming m.LOVE tour, a series of workshops bringing together people from all parts of the ecosystem spanning London, New York, Singapore, Barcelona, San Francisco, Hamburg, Milan, and Tokyo.

I was also pleased to meet Carsten Szameitat, managing director of 11 Prozent Communication, a company that organizes a number of cutting-edge industry events in Germany (such as M-Days, one speaking engagement I regrettably had to cancel). Carsten’s team also produces a comprehensive German-language industry newsletter. We share a vision to bring his publication to a larger audience, highlighting the companies and executives that rate a top-notch spot on your radar. I’m eager to connect with German companies for this and other projects, so please keep the pitches coming!

In the meantime, I have been commissioned by New Media Age (NMA) to provide readers news on industry trends and my pick of cool German companies. You can download the debut issue on the New Media Age website. I kicked off my string of contributions with a look at the German mobile advertising market, and an interview Mark (“Mr. Mobile”) Waechter, independent media consultant and head of the Mobile Marketing Association (MMA) in Germany. NMA printed a version quite different from the one I submitted, so allow me to share the complete Q&A here:

Q: Until now Germany has been the sleeping giant when it comes to mobile marketing. What has happened to wake the country and shake the market up?

A: We have made important progress in areas such as standards, guidelines, and definitions to make sure we are all on the same page and that we can all move the market forward.  For example, because of strict legislation that requires companies to mark advertising in a way that consumers can recognize it as advertising, we have agreed to recommend that advertising on a small mobile screen is simply marked with a “w”, standing for Werbung [German for advertisement]. There is very little space on a mobile screen and this is a solution that works. The next step is to quantify mobile marketing spending in Germany, numbers that are important to educate media buyers and the marketplace. It’s an on-going project because you need to have details on pricing, the total universe of inventory, and other statistics, but we are hoping to release figures in September.

Q: Can you offer a ball-park figure to give us a better idea of the size and potential of the German market?

A: The rough estimate for the market revenue is 400 million euros. Classical mobile direct response marketing, marketing that asks consumers to send an SMS to a short code or take a picture with their cameraphone to get more information or offers, accounts for the vast majority – some 80 percent -  of revenues. Mobile permission advertising campaigns – which are like the ones I just described except the brand proactively contacts consumers using their own database of contacts which they have bought or created – account for 15 percent. Finally, 5 percent of the total is mobile advertising, which we define as typical display and paid search advertising. The user receives and consumes content and somewhere they see advertising. In five years from now,  I expect that these numbers will have turned on their head, with mobile advertising accounting for the majority of revenues. In five years, I expect mobile marketing revenues in Germany will exceed 1.5 billion euros.

Q: What role will mobile operators play in helping brands achieve reach?

A: The next biggest project on our list is establishing metrics in what we call a gateway measurement approach – quite similar to what the major operators in the U.K. have formed. In Germany, we need a trust center, a neutral entity that will take data from all the operators, anonomize the data, and provide a view to what is going on with regards to the mobile Internet and mobile advertising. The GSMA endorses the plans to set this up in Germany – bringing together the four operators: T-Mobile, Vodafone, E-Plus and O2 — and it’s planned for September.

Disclaimer:  Smaato is an MSG supporter. MSG has partnered with Every Single One Of Us to conduct mobile advertising research in the U.K. and Gemany.