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<p class=MsoNormal><font size=2 color=black face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:black'>Thought this email might interest some
asterisk developers.<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 color=black face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:black'><o:p> </o:p></span></font></p>
<div>
<p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><font
size=2 color=black face=Arial><span style='font-size:10.0pt;font-family:Arial;
color:black'>Regards,</span></font><font color=black><span style='color:black'><o:p></o:p></span></font></p>
<p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><font
size=2 color=black face=Arial><span style='font-size:10.0pt;font-family:Arial;
color:black'>Dean Collins<br>
Cognation Pty Ltd<br>
</span></font><font color=black><span style='color:black'><a
href="mailto:dean@cognation.net" title="mailto:dean@cognation.net"><font
size=2 face=Arial title="mailto:dean@cognation.net"><span
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title="mailto:dean@cognation.net">
</span></font><font color=black title="mailto:dean@cognation.net"><span
style='color:black;text-decoration:none'></span></span></font></a></span></span></font><font
size=2 color=black face=Arial><span style='font-size:10.0pt;font-family:Arial;
color:black'><u1:dial u2:st="on">+1-212-203-4357</u1:dial> Ph<br>
<u1:dial u2:st="on">+61-2-9016-5642</u1:dial> (<u1:City u3:st="on"><u1:place u3:st="on"><st1:City
w:st="on"><st1:place w:st="on">Sydney</u1:place></u1:City></st1:place></st1:City>
in-dial).</span></font><o:p></o:p></p>
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<p class=MsoNormal><b><font size=2 face=Tahoma><span style='font-size:10.0pt;
font-family:Tahoma;font-weight:bold'>From:</span></font></b><font size=2
face=Tahoma><span style='font-size:10.0pt;font-family:Tahoma'> MediaPost
Publications [mailto:mobileinsider@mediapost.com] <br>
<b><span style='font-weight:bold'>Sent:</span></b> Tuesday, 28 August 2007 1:50
PM<br>
<b><span style='font-weight:bold'>To:</span></b> Dean Collins<br>
<b><span style='font-weight:bold'>Subject:</span></b> <st1:place w:st="on">Mobile</st1:place>
Insider: Your Content Is Calling</span></font><o:p></o:p></p>
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<p class=MsoNormal><span class=headline><font size=3 face="Times New Roman"><span
style='font-size:12.0pt'>Your Content Is Calling</span></font></span><br>
<span class=byline>by Steve Smith</span><span class=dateline>, Tuesday,
August 28, 2007</span> <o:p></o:p></p>
<p class=body><span class=body1><font size=3 face="Times New Roman"><span
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href="http://mediapst.adbureau.net/adclick/acc_random=082881636/SITE=EMAIL/AREA=MOBILEINSIDER/AAMSZ=TOWER/GUID=082881636/QUAL=0"></a><strong><b><font
face="Times New Roman">IT GOES WITHOUT SAYING THAT </font></b></strong><span
class=body1>the voice channel is the under-utilized and under-appreciated
piece of the mobile content and marketing puzzle. I say that it goes
without saying because so many companies have been saying precisely that
for a couple of years now. </span><br>
<br>
<span class=body1>I have covered and tried a number of schemes: radio
stations rebroadcasting via voice, mobile podcasting, and even in-venue
programming like sending the live chatter between NASCAR drivers and their
pit crews to phones. I have no idea how many consumers may have adopted any
of these models in a habitual way. I know that I tend to drop off from
using them pretty quickly. Sometimes the initiation procedure is awkward,
or I just forget the service is available. There is also the issue of
content quality (usually grainy) and the convenience factor. You have to
hold the phone to your ear in most cases to listen passively to a program,
and have little control over fast-forwarding or jumping through an index.
From a publisher and marketer’s perspective, voice may seem like an
unexplored channel, but from a user’s perspective (well, this user)
voice-over-phone is not ideal for content consumption. </span><br>
<br>
<span class=body1><a href="%20http://www.unwirednation.com">Unwired Nation </a>is
an interesting attempt to leverage voice. First, it is an ad-supported
publishing platform. The company announced deals with RSS feed aggregator
Pheedo and others to vocalize their content, shape it into interactive
calls to an opt-in user, and wrap it in ads that can contextually target
the user. In Pheedo’s case, its standard digest e-mails of a feed
will be turned into a narrated pre-scheduled call. A decision tree in the
call lets users select from the headlines they want to drill into for more
of the story. “You do it in the form of a content-based alert, so
every story might have a contextual promotion,” says Stacey
Zuniga, Unwired’s co-founder. About half a dozen publishers are
integrating the solution now for formal launches in coming weeks. Pricing
is in the $70 CPM range. </span><br>
<br>
<span class=body1>In the demo I tried, the opt-in call had the advantage of
being brief and interactive. Rather than having to sit back and listen to
radio on your phone (which is a special kind of torture), you can punch a
key to get the full story or a deeper blurb after reading the concise
headlines. </span><br>
<br>
<span class=body1>The ad spots are interesting, too, because they are
relatively non-interruptive. The very brief spot lets you hit a key to get
more information via email or SMS rather than hijacking the voice content.
Brevity seems to be a key to making voice content work, because having to
sit with the phone to your ear through content you don’t really want
is much like sitting through the Gatling gun prattle of a telemarketer
before you can step in and say “not interested.” Adding options
and interactivity to the voice flow seems to undercut the tedium. </span><br>
<br>
<span class=body1>Unwired Nation is making available to a wider range of
publishers and advertisers a platform it has been deploying on eBay for
years. EBay bidders have the option to get phone alerts on their auction to
monitor and make final bids as the auction closes. Unwired calls bidders
about three-and-a-half minutes before the bidding closes, and key presses
let them enter final bids. </span><br>
<br>
<span class=body1>Since the end of last year, Unwired Nation has been
selling contextual ads into this space, mainly to other eBay Power Sellers
who can target categories of interest with additional sale offers. The 8-
to 10-second ads run in the beginning of the call while the bidding
information is being retrieved. Zuniga claims a click-through rate of up to
14% on these spots. For eBay, Unwired Nation already does between 600,000
and 1 million calls a month, he says. </span><br>
<br>
<span class=body1>Of course the question becomes whether an opt-in voice
content platform works in the long run for a range of information. The
success of this approach at eBay may have a lot to do with the nature of
the content and the audience. For the rabid bidder, having real-time access
to the last moments of an auction is part of the eBay sport, and getting
called by your content is not an annoyance but a service that enhances the
drama. For a fantasy sports nut, getting voice notifications of a player
injury or trade may be appealing, although I am not sure why a text message
wouldn’t be better. For content that invites high levels of
involvement and passion, where we crave a sense of closeness to a breaking
event or moment, then voice content delivery can be welcome.</span><br>
<br>
<span class=body1>But that level of intimacy also makes voice a risky and
unpredictable channel for any kind of automated delivery. For an RSS
feed? Well, I don’t know if I want my headlines calling me. Just as
consumers loathe the idea of telemarketers accessing them in the special
private zone of a cell phone, I am not so sure I will want a daily call
from my news alerts service, even if I did opt into it. Any channel that a
consumer also uses for high-value, highly personal relationships holds
tremendous promise and danger for a publisher or marketer. In order to get
into that zone, you need to have a service that is of real value and
importance to the user. I think voice alerts are different from SMS or
email messages. It is a channel that could and should be used, but I
suspect it will require careful programming. </span><br>
<br>
<span class=body1>After all, if I wanted to tap my foot impatiently while
waiting for a voice on the other end of the line to get to the point, well,
I would just call my mom. </span><br>
<br>
<br>
<br>
<span class=body1> </span><br>
<br>
<br>
<span class=body1> <o:p></o:p></span></p>
<div>
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style='font-size:12.0pt'><a
href="http://blogs.mediapost.com/mobile_insider/?p=110#comments"><font
size=2><span style='font-size:10.5pt'>Post your response to the public
Mobile Insider blog.</span></font></a> <br>
<br>
<a href="http://blogs.mediapost.com/mobile_insider/"><font size=2><span
style='font-size:10.5pt'>See what others are saying on the Mobile Insider
blog.</span></font></a> <o:p></o:p></span></font></p>
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<p class=MsoNormal><em><i><font size=3 face="Times New Roman"><span
style='font-size:12.0pt'>Contributing writer Steve Smith is a longtime
new-media consultant and columnist, and current editor of Digital Media
Report for MinOnline.com and <st1:place w:st="on">Mobile</st1:place>
Media Report for TelecomWeb.com Contact him at popeyesmith@comcast.net. </span></font></i></em><o:p></o:p></p>
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Mobile Insider for Tuesday, August 28, 2007:<br>
<a
href="http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_send_date=2007-8-28&art_type=38">http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_send_date=2007-8-28&art_type=38</a>
<o:p></o:p></span></font></p>
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