Nordic profiles about Mobile Relations - this week Paal Fure
20081127 in News by Anders Børde
This week we talk to Paal Fure, CEO for the Norwegian media agency Vizeum, and one of Norway’s leading trend analysts’. Paal Fure has primarily worked in Norway and Sweden, but has also held positions in Europe and USA. We wanted to get his views on the future of the mobile phone and its ability to build mobile relations
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 mainly use two mobile phones; a Blackberry and an iPhone. I go online with my Blackberry and use it as a mini-computer and for navigation, that is to organise my work day through e-mail, document distribution, calendar etc. I mainly use the iPhone for phone calls and SMS, listening to music and taking pictures. Besides that, I surf the internet.
How do you assess the mobile phone as a marketing channel?
The mobile phone is perfect as a distribution channel within already existing and established relations, e.g. banking services. With regards to establishing new relations, there is a lot of unexploited potential and I have great expectations for the future.
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?
I believe we will see more e-mail based solutions in the future, and less MMS and SMS. I also expect people to use mobile phones for search to a larger extent in the future. We will have more organising services on the mobile phone, such as organising of photos, documents and music, as well as more sharing services. The mobile phone’s motto for the future will be related to organising, sharing and search.
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?
If mobile marketing is to succeed, it has to prove that it can do something which other media channels cannot do better or cheaper. The mobile phone is perfect as a communications channel, and offers great potential – especially as an internal marketing channel, relations channel, response channel, and in connection to applications and building shortcuts between users and relationships that are already established.
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?
It is all about doing something different and better than existing media channels – one would have to identify some unique characters or do something better and cheaper.
What is your best experience with mobile marketing?
I would say I’ve only experienced two very good mobile marketing campaigns. One of these was actually developed by More Mobile Relations and took place during the international advertising festival in Cannes earlier this year. The other one was in connection with the popular music festival Quartfestivalen three years ago. Common to the two campaigns is that they were both related to a specific event, they offered unique information, they were innovative – and last but not least they were customised to mobile platforms.
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