Nordic profiles about Mobile Relations - this week Anniken Amdam

This week we talk to Anniken Amdam, Marketing Director of Sony Ericsson Norway. Anniken has extensive experience in marketing and brand building in Norway. She has also worked as Channel Marketing Manager in Sony Ericsson.

What kind of mobile phone do you have yourself, and what kind of services beyond telephony, SMS, MMS and e-mail do you use your mobile phone for?

I always use three phones operated by different service providers. Right now I have the X1, C905 and W902. I always have the newest Sony Ericsson mobiles of course. In addition to the services you mention, I also use my phone to go online every day. Second to going online, I use Track ID the most. I download and buy films to watch on the X1, download games and music from the service providers or from PlayNow Arena which is installed on all Sony Ericsson phones. I also subscribe to a few news feeds, and I use Google Maps. At home I have a Playstation 3 which works with the DLNA function of the C905.

How do you assess the mobile phone as a marketing channel?

The mobile has great potential, but is not yet used much as a marketing channel. But everything that is needed is already in place for the mobile to be essential in the years to come. It gives advertisers access to extensive information about the customer. It is democratic and allows easy segmentation of information. This gives advertisers great accuracy and the opportunities are endless.

How will people use their mobile phones in the future? What kind of services will be moved from traditional marketing channels to the mobile phone?

Unfortunately I cannot comment extensively on this because we don’t comment on our plans for future developments across our platforms. Many mobiles are now equipped with a well functioning interface for mobile internet. Much attention was paid to this when Sony Ericsson developed its flagship – the Xperia X1. Also, the speed of mobile networks is rapidly increasing. This means that all the barriers for mobile internet use in reality are gone. Big advertisers have really started to take this into account, and a larger part of marketing budgets will shift towards mobile marketing in the years ahead.

How can mobile marketing get its breakthrough in Norway, and what should More Mobile Relations do in order to take the lead in this development?

Mobile marketing is still at an early stage and therefore advertising prices are low. The potential for advertisers to make gains is therefore very large. Many are now realising this and are investing in this new channel. Many more will do the same when they see the effects, and the snowball will start rolling – especially when the demand for more segmented communication increases.

What makes a mobile marketing campaign successful, and what kind of products and services can benefit from using the mobile phone as a marketing channel?

I believe it’s a combination of texts and so-called push communication. The following example illustrates this: If a campaign lets a customer click a link to receive information about when a product arrives on the market, the customer has already given a lot of information. When the product arrives, the customer receives a text. The data that the customer has supplied lets the advertiser see where the customer is located when the text is sent. Advertisers can use this to inform the customer about the location of the nearest shop carrying the product.

What is your best experience with mobile marketing?

Last summer, we had great results when we launched P1 with a push communication solution targeted at the business market. I keep my fingers crossed and hope the success will be repeated for XPERIA X1 mobile communication.

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