Goldbach Mobile World: Mobile training necessary
The eight speakers at the second Goldbach Mobile World agreed that investment in training and technology is urgently needed. In addition, there is a need for more conclusive evidence about the effectiveness of mobile campaigns.
The second Goldbach Mobile World, which took place on Tuesday at the fully booked Folium/Sihlcity Zurich, brought eight mobile experts from Austria, Germany and Switzerland on stage. The speakers, who were made up of representatives from service providers, publishers and users, presented their individual views on trends and strategies. All eight were in complete agreement on the challenges facing mobile: "Training, training, training!" was their common appeal. But also investments in technology and conclusive evidence about effectiveness of mobile campaigns towards customers, were the key notes of the afternoon.
Mobile devices are our constant companions. Our usage behavior is transparent, our needs as users are recorded. But how does this knowledge affect advertising concepts, media planning, and marketing? Which mobile strategies lead to a successful customer relationship? How can mobile advertising be transformed from an unpopular disruptive factor into an accepted service for the user? And has the buzzword "mobile first" now become reality? The eight speakers provided their personal view of things.
Service providers, publishers and users
The service providers Moritz Adler, Product Manager Mobile local.ch, Patrick Comboeuf, Director E-Business SBB, and Tobias Wirth, Senior Manager Issuing Product & Service Development Aduno Group, described the sometimes difficult and lengthy process of transferring their existing and already very successful offering to mobile devices. Publishers Branko Radosevic, Head of Advertising Market Digital Media Ringier, Sandro Albin, Head of Mobile an News Business 20 Minuten, and Björn Wendler, Managing Director madvertise, made it clear that their industry can only win if it works together more closely and focuses on the needs of customers and users. On the user side, represented by Annette Dielmann, Managing Director Digital & Business Development Omnicom Media Group Switzerland and Alexander Oswald, Managing Partner Futura, the relevance of the message is at the heart of mobile, as in any other channel. Like the previous speakers, they describe the scarcity of resources in terms of well-trained employees who can really keep up with the current state of technology as the biggest challenge.
Where is the mobile future headed?
Where the mobile future will really lead is impossible to foresee today. The possibilities are almost infinite. We are only just beginning to have an idea of how mobile works. But the development continues in parallel and all parties involved on the side of service providers, publishers or users are challenged not to lose touch. This is the conclusion of the second Goldbach Mobile World. Because only the next five years will show where the journey is really going. Or as Goldbach Mobile World host Frank Lang, Managing Director Goldbach Interactive & Mobile, said in his summary at the end of the event: "Mobile innovation is far from being at its end. As representatives of the communications industry, we must do everything in our power to keep pace with this innovation in order to help shape it and not just react to it, as has been the case up to now. But that requires all market players to work closely together, experiment and seek solutions together."
