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Tuesday, 1 July 2008

Publisher Power

I wrote previously about how engaged publishers can make the most of the mobile channel. We have a large number on Mippin who have very good product but really do not promote the service to the best of their ability. In the end it is their P&L which suffers as a result.

I noted the work undertaken by Computec in Germany in highlighting to users that a mobile variant was also available for those that required it but the new swot in the class is the South African publishing industry.

The South African publishers, largely introduced to the service by our excellent local partner Thumbtribe, have driven over 20,000 unique users to the service in the last 30 days. This is a mixture of TV, print, and industry brands who know that mobile can add to the connection that their audience has with their brand.

I know this figure is exaggerated in South Africa due to the lack of reliable internet connection but one needs to bear in mind the lower population of this country versus the giants of India and US and the sizeable UK.

South African publishers are generating four times the amount of their counterparts elsewhere in the world. That's some example to set to the rest as to what can be achieved. Mippin can do much to help drive people to the site but the most potent source will often be the publisher themselves.

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