"Is Your Fone Fashionable And Functional?"

A new Israeli mobile startup company called

"Modu" has released a phone fashion statement. (click 'cancel' on the language install!)

It's an interesting concept. Instead of upgrading to a new phone every so often, simply slip it into a new "Jacket"

Each jacket takes on a new interactive personality. Now you can change the look and feel of your phone as easily as a tie or a pair of earrings. Check out the YouTube tease here.

At the core of this cool new gadget is a wafer thin, credit card sized cellphone. It can then be slipped into a "Jacket" that makes it look like everything from a blackberry, iPhone or any another slim line phone or music player. What is even cooler is that the "Jacket" compatible with any age group.

For instance, the Kids "Jacket" has different functionality than an Adult "Jacket".

Basically, it's the "Transformers" of phones.

Why upgrade the form of your phone when you can simply buy the exterior and have the same functionality as the 'latest and greatest'!

Each 'jacket' adds different unique abilities to your phone. As mobile features continue to change daily, there's simply no need to update your handset...just the "Jacket".

Very smart!

"Mobile Advertising Done Right!"

I was sitting at LAX bored out of my mind waiting for a flight home and noticed a BMW X6 billboard. I stared at it for awhile being that I'm a big fan of their vehicles.

Finally I noticed at the bottom of the board a SMS code to get information on the car sent to my mobile phone.

After texting the code, I got a message that said: "Thanks for your interest in the all-new BMW X6! Visit www.bmwusa.com/allnewx6/mobile with your phone. Reply to bmwusa for help. Std rates apply."

When I clicked through, my phone browser launched one of the coolest, interactive sales kits I'd ever seen complete with slideshows, video and complete details on design with bold high-definition images of the vehicle.

The menu was a complete sales kit with some fun options. It even had a 'dealer locator' link on the bottom.

The content was rich, the experience was cool and it killed my time by engaging me while I waited for my flight.

So it gets me thinking, in places where we know that people have long waiting times...airports, commuting on trains/subways or mundane places like the Post Office or DMV, we should consider bold mobile advertising.

While people are idle waiting for something...give them something to engage in. Create mobile advertising that offers an instant incentive or has stimulating video or graphics.

It's true the mobile advertising is created for 'on the go' living. But 'on the go' also means that we're 'in motion'.

BMW did something interesting....they used part of their airport billboards to integrate a mobile campaign...maybe they just knew that people would have alittle more time to check it out.

"Mobile Growth" And "3 Steps For Going Digital"

The Wall Street Journal just did a quick little recap on some of the cool new things to expect from your mobile phone. See the video here.
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CTIA, the mega wireless convention started in Las Vegas today. Some of the key highlights include these comments from CTIA's CEO Steve Largent:

-- There's 255 million wireless subscribers in the US, covering 84 percent of the population, increasing by 22 million in the past year

-- Wireless data revenues are soaring, hitting $23 billion in 2007 (17 percent of overall revenues), jumping 53 percent year over year.

-- 48 billion text messages are sent every month, a 157 percent over last year

See all the CTIA highlights here.
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AdAge has a great CMO article on how "To Reach Shoppers, Move Beyond Print Circulars".

They offer "3 Steps To Going Digital":

An idea-centric approach that focuses on engaging and connecting with consumers across channels over time to earn their attention

1. PERSONALIZE
This reflects the need today's consumers have to filter and customize content and experiences based on their unique predispositions -- for example, RSS feeds and start pages -- as well as to access content and experiences when and where they desire (mobile, search and other time/place-shifting mechanisms such as video on demand and podcasts).

2. SOCIALIZE
This captures the interest in community, sharing and collaboration (social networking, blogs, viral activity and gaming).

3. PUBLICIZE
This recognizes the importance of information and entertainment distribution through wider-reach brand sites and portals and their integration with traditional offline media channels such as broadcast TV.

"Bluetooth Marketing"

There is no doubt that I frequently write about my smartphone. I'm constantly looking for new ways to "push it" to do new things.

The other day while surfing I stumbled across this company Proximity Media. They do "locaton based bluetooth marketing". I love the concept...you walk by a Starbucks and 'boom'...there's the latte coupon! They claim their technology works up to 100+ meters....not bad.

This is the ultimate example of micro-targeting advertisting that is trackable. A great concept that should surely be embraced by the music industry and any other large retail chains.

Following in the new media footsteps CBS just announced a deal with social network LOOPT. Check out the story here.

"Designer Mobile And A Map Of Your Internet"

"The Devil Talks On Prada"

Fashion has finally arrived on the mobile scene. About 6 years ago I attended a new media seminar in NYC about the merging of fashion and technology. I asked a question..."when will we see a Ralph Lauren PC?" Welcome to designer mobile phones...Prada, D&G and Armani to name a few....see it here!

"Do You Know The Way To..."

This past February, Information Architects posted an incredible Interactive map of the Internet (click the links!).

One of the most comprehensive I've seen so far of the Superhighway we all travel. Drive here!

Kind of cool to see how they categorize related sites by topic...you can even rent some space!

Direct Marketers Respond To A Recession

I came across this Ad Age article on how the DMA did a survey of direct marketers to get their intentions for 2008. There seems to be a common thread, something that Seth Godin talks about quite a bit....'tribe management'.

As the ability to do mass marketing shrinks, more and more companies will rely on re-evaluting customer databases that they already have. My good friend David Perlmutter is working for an amazing company called NCI Mobility in Chicago. They specialize in wireless data capture. They have the ability to collect and analyze data in virtually 'real' time and close the 'feedback' loop to the consumer within hours. Check out their services it's worth it!

Mass marketing has been the beneficiary of a great economy for such a long time, that now we are faced with the challenge of needing to find ways to identify and excite our brand ambassadors with less. It can be done and quite effectively...we just need to think smarter.