As part of our work with Orange, at a Group level, we’ve recently been involved in the launch of Mobile Exposure 2010 research and the launch of a new tool for advertisers – the Orange Mobile Targeting Monitor.

We wanted to share the research findings on the Pheasant for a couple of reasons:

  • The data is interesting from a tech point of view.  It reveals what content mobile media users in the UK, France, Poland and Spain are engaging with and when.   Of particular note is how applications are sitting alongside the mobile browser.  The research is a bit of a bench mark, so as Smartphone penetration grows it will be interesting to see how this usage evolves.
  • The advertising tool highlights the insight that is used to build advertising campaigns.  As I said in a post last week, PRs need to continue to use data to inform our thinking

Included here is a deck with the key research highlights.  If this subject is particularly of interest to you – then whiz over to the Orange micro-site to read and view more.


*just in case the above isn’t clear….  Disclaimer: Orange is a client, and I work on the account.  Our team was involved in the creation of some of the Exposure 2010 materials*


Last week, an all too familiar story: Marisa, from the Barcelona office, had her husband come home from work with lousy news.  Due to an out of town workshop (on a Saturday!!) she would have to reschedule a well-planned dinner at St. Pau located seaside near Barcelona.  Normally Marisa is pretty flexible with these things but this was special – in 2008 St. Pau was awarded three Michelin Stars!

So, as Valentine´s Day approaches we wondered how many people are facing similar situations and how they plan to compensate their loved ones for their absence, especially those attending the Mobile World Congress in Barcelona from the 14-18 of February. Over 50,000 delegates and visitors are anticipated to attend this year’s conference and exhibition, which means many postponed celebrations and cancelled dinners – although hopefully not at three Michelin Star restaurants.

To keep with the technology themed Mobile World Congress we sent out a survey to find out just how people would use technology to compensate their loved ones in the event of their absence on Valentine´s Day. 

It turns out that women more often turn to one-to-one communications and men prefer to ‘broadcast’ their affections.  According to the survey, 59% more women than men would use Skype with video service or equivalent to call their partner and  67% more women than men would send a personal video message via email while out of town.  Male respondents to the survey invariably preferred the one-to-many approach with 70% more men than women proposing to dedicate a Twitter post to their other half.

The survey also produced some interesting country differences, with Spanish respondents demonstrating the highest levels of ingenuity with the use of newer technology; 50% of Spanish respondents would probably or certainly use Skype with video or equivalent to communicate their sentiments if absent on Saint Valentine’s Day compared to a global average of 29%, while over a third of Spaniards would send a personalised video from their mobile phone (compared to a global average of just 13%). 

The least romantic nation in technology terms is Ireland!  According to the survey, 67% of Irish respondents wouldn’t even send a text message to their partner if absent during Saint Valentine’s Day, against a global average of 42%.

It is clear that technology is embedded in our lives and according to our survey can play a key role in keeping your significant other satisfied in the event of an absence.  So, do you think that texting isn’t very romantic, but it is the thought that counts?  Have you or your significant other ever used technology in a creative way to show how much you care?  How would you use technology to communicate your absence on Valentine’s Day?

The UK’s information commissioner confirmed reports yesterday of the loss of millions of customer records containing sensitive data.

This incident, one of an increasing list of digital faux pas, will no doubt be quickly overshadowed by other more pressing and global concerns and a ‘this is an industry problem’ statement which it clearly is. It does, however raise serious, if little voiced issues of trust and responsibility among telco.

Every day millions of consumers share sensitive – even intimate – details with one another via their ‘phones and other wireless devices. As I write this, Clive Woodward is connected on his laptop in the same train carriage (that note might make for interesting reading) and, whilst the interception and use of information is illegal in this country it clearly happens and the laws don’t provide for custodial sentences to help deter it.

So who’s responsible?

Customers are willingly provide ‘status’ updates through applications installed on their ‘phones either at the point of purchase or thereafter. In order to secure a contract they have to divulge potentially sensitive personal and billing information that they trust will be treated with respect and secured.

Trust in mobile operators is, in part, based on the belief that the calls, texts, pictures and other media like Facebook and Twitter updates are despatched and arrive safely. They and their hardware partners build walled gardens (Apple is notorious for this) to protect ‘the integrity of the network’ seeking to ensure that only the most appropriate applications and information are consumed. There is some merit in this – imagine for example, having to download weekly virus updates to your mobile.

How can we overcome this?
Perhaps introducing another contract variable – network security – providing, for example, a sliding scale of customer fees based on the level of security they deem necessary, effectively penalising organisations for any breaches, might underline the seriousness of this issue (not limited to mobile operators but extending far beyond) and effect the necessary changes in behaviour.