Hi Juergen,
Thanks for the clarification. I'll be more careful in my messages from now
on. As you mentioned, I was thinking about the messaging aspect and not
the technological aspect of SMS vs. email. But again, point well taken.
What I was referring to with Push vs. Pull was the recent education I've
received from students in my Mobile Marketing class on Xavel.com and their
Girlswalker magazine. If I understand this correctly, their email magazine
goes out (pulled due to registration, not a blanket push to the unkown
masses), but then user comments are added (increasing the relevance and
communication capabilities) and passed on, with ads being attached to those
comments (with the authors being compensated for those placements). So
their magazine gets more relevant to their subscribers, allowing them to
remain in the pull position while their subscribers become the ones that
puch (pushers?). Conversational content to the nth degree, while
maintaining their position as enables, not spammers.
Now if I understand what you're telling me correctly, you're saying that
KDDI and J-Phone didn't originally allow for spam and iMode did, and then
changed when DoCoMo started making so much money off of this? Maybe we
should move this conversation offline, but if this is really true, that's
fascinating. If I've missed the point here as well, please help me to
understand this a little better.
As I understand it, with corporate sponsored SMS (aside from the Spam),
users again request that information gets sent (like inputting a code from
a fan magazine, or from a coffee can). In my opinion, that's still
ultimately a Pull strategy, allowing the user to determine if they are
truly interested in getting the complete message delivered to them. Any
arguments with this are again welcome though...
But in reading your email (and now re-reading Jeffs), it may be that I'm on
my Marketing podium while you guys are discussing technology.
Just when I thought it was safe to stop lurking.... :-)
--Philip
At 10:03 AM 5/9/2003 +0900, you wrote:
>Hi Philip,
>
> > Our research of 14,000+ users
> > in Japan showed that across all age, income, gender (and pretty much all
> > other) demographic segments, SMS (short/medium length email messages) made
> > up at least 75% of total MobileNet usage.
>
>just to clarify:
>SMS is NOT email. SMS is a totally different technology than email.
>If you define SMS just as "short message" regardless of the
>technology used behind, than you are right. But SMS is one technology
>and email is different technology. Just the user patterns for
>"short messages" are the same.
>
> > I personally don't believe that Push strategies, even with the most
> > modern and well-equipped phones, will be nearly as powerful as those
> > that Pull. Especially those that pull with the hook of more
> > effectively enhancing communications.
>
>Mhm, this is a contradiction..."short messages" (as in email or
>SMS) are a push service :)
>
>One of the reasons i-mode had an advantage over J-Phone and KDDI/AU
>in the beginning was, that they offered push-email versus pull-email.
>J-Phone and KDDI/AU learned fast and changed their system soon and
>created something so complicated like SMS delivered emails...but this
>again goes into the technology section.
>
>Just my 2 yen,
>
>Juergen - Push/Pull service provider.
>--
>Juergen Specht, CTO, Nooper.com - Mobile Services Inc., Tokyo, Japan
>i-mode & FOMA consulting, development, testing: http://nooper.co.jp
>Check Nooper, your little intelligent email buddy: http://nooper.com
>
>
>This mail was sent to address psidel@iuj.ac.jp
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Philip Sidel
Assistant Professor of Marketing
The International University of Japan
Graduate School of International Management
Phone: 81-(0)25-779-1400
Fax: 81-(0)25-779-4443
Email: psidel@iuj.ac.jp
Received on Fri May 9 04:24:52 2003