Latest Podcast



Featured Articles

Ofcom helps protect customers against unexpected roaming charges

Ofcom helps protect customers against unexpected roaming charges

UK service providers must notify customers when they connect to a different network

New rules from UK telecoms regulator Ofcom will protect customers when they use their mobile phone on a foreign network. In addition, customers will be alerted if they are inadvertently roaming, perhaps because they're near an international border.
Author: The Fonecast
0 Comments
Article rating: No rating

Global smartphone market is set for recovery, says new forecast

A new forecast from research specialists Canalys shows the smartphone market is set to recover next year. Worldwide shipments declined by 12% last year but that decline is expected to slow to 5% this year.
Author: The Fonecast
0 Comments
Article rating: No rating
Vodafone and Three plan to merge their UK businesses

Vodafone and Three plan to merge their UK businesses

New Hutchison/Vodafone network would be biggest UK operator

Vodafone Group plc and CK Hutchison Group Telecom Holdings Limited have agreed to combine their UK telecommunication businesses, respectively Vodafone UK and Three UK. The merger will create a large new network operator to compete with Virgin Media O2 and EE.
Author: The Fonecast
0 Comments
Article rating: No rating

UK mobile payment service Paym to close in March 2023

UK mobile payment service Paym will close on 7th March 2023. The service, which allowed users to make and receive payments using their mobile phone numbers, was launched in 2014.
Author: The Fonecast
0 Comments
Article rating: No rating
Qualcomm legal action moves forward in the UK

Qualcomm legal action moves forward in the UK

Which? seeks payout for Samsung and Apple smartphone owners

Consumer protection organisation Which? has been given permission by the UK's Competition Appeal Tribunal to represent Apple and Samsung smartphone buyers in a legal case against chip manufacturer Qualcomm.
Author: The Fonecast
0 Comments
Article rating: No rating
RSS

Opinion Articles

Monday, November 19, 2012

Consumer privacy, opt-in marketing and the future of mobile

We talk to Henry Lawson of nFluence media

Mark Bridge writes:

Today’s consumers receive a seemingly never-ending stream of online information from their social networks, from websites, in their email and on their mobile devices. But is there a way to let individuals stay in control whilst also helping companies advertise their products?  According to nFluence Media, there definitely is.

To find out more, I spoke to Henry Lawson, co-founder and CEO of nFluence, and started by asking him to explain exactly what nFluence did.

“nFluence has cracked the code on how to get consumers to create ‘personas’, profiles of themselves, essentially an ‘interest graph’ of themselves that enables them to attract the kind of content, the kind of advertising, the kind of offers they are really interested in. And we've done it by 'gamifying' personalisation. We've cracked the code on how to turn the chore which personalisation mostly is, into something that's actually fun and interesting for consumers. We've now got tens of thousands of consumers participating in creating those very personal interest graphs.”

This sounds very much as though it could apply to any aspect of online communication, so I asked Henry why nFluence often described itself as a mobile company.

“I spent fourteen years in the Ad Tech industry”, he explained, “running the largest processor of media billings at media agencies [Donovan Data Systems] and saw digital marketing move from basically zero, up to about 25% of the media mix in the UK now. I've also watched mobile take off in this country. One of the things when we started nFluence was a very strong view that the mobile device has become the ‘remote control’ to peoples' lives. People keep their calendars on it, people keep their email on it, people keep all of their lives on it. And that device has a number of very interesting characteristics because it is the centrepiece of their lives.”

“First of all, it goes everywhere with them. That means it accompanies them into that bricks-and-mortar environment which has been suffering so badly compared to e-commerce. We believe very much that the mobile device can give a renaissance of bricks-and-mortar commerce by enabling bricks-and-mortar commerce to have the same kind of advantages and understanding of the customer as e-commerce does.”

“Secondly, this is a personal device so it's very logical to develop your own ‘interest graph’ on. Typically people's phones are not shared with other people, whereas your set-top box in front of your TV at home is. Even your iPad and your PC or your Mac will be shared with other people, typically. And we believe very strongly that the mobile device is going to become more and more important in people's lives. It's more and more going to be the way in which people control their lives. We think the preferences they have and the things they're interested in should be reflected through that mobile phone. That was why we went to a mobile strategy and everything about nFluence is driven by that personal device.”

“The other thing is, as it happens, our UX works beautifully on a smartphone because a smartphone is a fantastic place to do what we call 'Swoting'; it's our trademark term, which is basically a conglomeration of 'swiping' and 'voting'. It's about moving your finger half-an-inch on the screen and voting about what you're really looking for. One of the secrets to what we do is the user experience on a smartphone works so much better than clicking and pointing with the mouse. The mobile phone is core to people's lives and it's core to nFluence.”


This is an edited transcript of our podcast interview with Henry Lawson. Click below to read more or listen to the full interview via the built-in audio player on our website.

1234
Print
Author: The Fonecast
0 Comments
Rate this article:
No rating

Leave a comment

This form collects your name, email, IP address and content so that we can keep track of the comments placed on the website. For more info check our Privacy Policy and Terms Of Use where you will get more info on where, how and why we store your data.
Add comment

Recent Podcasts

The Mobile Academy: a masterclass for mobile success

Podcast - 1st February 2013

The Mobile Academy offers a London-based masterclass designed to give you a helping hand with mobile innovation, whether you're an entrepreneur, a business owner, a developer or a designer.

We've been talking to Julia Shalet, Course Director of the Mobile Academy, to learn more about the next 10-week course.

Author: The Fonecast
0 Comments
Article rating: 5.0

Smartphones keep selling, Firefox goes mobile and BlackBerry prepares for launch

Podcast - 30th January 2013

The last of the 2012 quarterly results are coming in, so it's time to compare figures from the biggest mobile handset manufacturers.

We're also looking at Twitter's new video app, discussing the forthcoming Firefox OS and preparing for the BlackBerry 10 launch later today.

Author: The Fonecast
0 Comments
Article rating: No rating

UTuneMe introduces personalised audio advertising on smartphones

Podcast - 25th January 2013

In this special feature we're talking to Shankar Meembat, co-founder and CEO of Exaget, about the company's new UTuneMe service.

It lets broadcasters add targeted audio advertisements to radio programmes that are streamed onto smartphones.

Author: The Fonecast
0 Comments
Article rating: No rating

Mobile payments, mobile retailing, mobile networks and mobile makers

Podcast - 23rd January 2013

It's another packed podcast this week, starting with mobile payments and ending with DIY mobile accessories.

We also cover manufacturing news, mobile VoIP calling, a new virtual network heading for the UK high street, shop closures, smart accessories and phablets.

Author: The Fonecast
0 Comments
Article rating: No rating

This week's mobile industry podcast, from hungry smartphones to high-street retailing

Podcast - 16th January 2013

We start this week with a look at troubled UK retailer HMV before moving on to research that sheds new light on mobile data usage.

You'll also find a new mapping app, increasing free WiFi coverage, a phone service designed for children and preliminary quarterly results from Samsung and Nokia.

Author: The Fonecast
0 Comments
Article rating: 5.0
RSS
First2324252628303132Last

Follow thefonecast.com

Twitter @TheFonecast RSS podcast feed
Find us on Facebook Subscribe free via iTunes

Archive Calendar

«November 2024»
MonTueWedThuFriSatSun
28293031123
45678910
11121314151617
18192021222324
2526272829301
2345678

Archive

Terms Of Use | Privacy Statement