This article was originally posted at Wired Innovation Insights, May 20, 2014
Smartphones have become the first screen for a growing number of people. As a result, these devices are well on their way to becoming the primary channel for brands to communicate with consumers. In a short period of time, marketing messages and formats have evolved to take advantage of mobile’s unique location capabilities, touch screens and preeminent role for delivering “snackable” advertising moments through native ad formats, streaming video and sophisticated rich media. Marketing’s move to mobile has raised a legitimate question: who is going to foot the bill for delivering all this content over mobile data networks that require significant investment to maintain and expand?
As Susie outlined earlier, our goal at Aquto is to create a “positive sum game” where all participants in the mobile value chain give a little bit of what they have in abundance, in order to get more of what they need, creating a value positive exchange. But what kind of currency would have the biggest impact to facilitate this kind of exchange?
Well, it was bound to happen sooner or later. The days of unlimited data plans have been numbered for awhile, and it was only a matter of time before the economics of maintaining an all-you-can-eat buffet in an environment of almost limitless consumer demand would prove too much for operators.
A couple questions: How do you deliver strong ROI and measurability today while creating a brand that sparks meaningful consumer emotion through a digital channel? How do you balance the need for marketing investments in programs that offer instant ROI and those that promise future revenue dividends? In the data-driven digital age, measurability and analysis are paramount, but without an emotional connection, marketers run the risk of not maximizing digital advertising advertising investments.
This has been a long time coming, but I’m pleased to announce that, in tandem with our release of MoVE Zero, we’ve officially launched the Aquto blog, a digital space for us to discuss the trends taking place in mobile data consumption, infrastructure, monetization, and the ever-changing roles of different players in the mobile ecosystem. We’re a small, but highly experienced team with deep industry knowledge in mobile internet, data, security, media, and advertising, and we’re eager to share our thoughts on how the industry is evolving.