« advertising catchup | Main | more receipts »

November 14, 2009


william perrin

superb, i read it while watching x-factoe queen karaoke.

indeed you should write on karaoke too, that fits in here somewhere


Different time, same place: graffiti, or "I waz 'ere".


Wonderful: thank you.
Had the same thought as Peter: graffiti.
I like my email and text though. Whether I am "present" or "absent" (minded) seems to vary independently of whether I am emailing. In fact, I'm often more present when writing (like now) than when not.


Different time, same place: a bulletin board or the message trees that they used to use in mining and frontier towns.

It's often struck me that my friends who aren't on Facebook are the ones with the most vibrant and authentic social lives.


The T-Mobile ad you refer to actually uses an even more stupid phrase than the one you quote: it says "I would text my all my mates and start up a super-band!!!" What does a "super-band" even mean? The fact that they've spun this off into its own "viral" campaign is even more irksome.

Will Davies

William (and Neil, sort of): on the topic of karaoke, I should have included this horrific piece of sub-Nuremberg-rallying, which is further evidence that the telecom people recognise that they're flogging something often impoverished, and therefore need to brand themselves as something else.


Really good post - as ever.

Two quick observations:

1. Freemium v Affinity
Traditionally, we've been able to join clubs (unions, Building Societies the pre-demutualisation AA, the RSPB etc) and been able to qualify for discounts of one kind or another - preferential insurance rates, holiday offers etc. These have been, at least ostensibly, cheaper than the ones on the High St and / or ones where the kickback for our purchase goes to a mutual organisation thereby cross-subsidising the core service.

Freemium - the O2 deal on tickets is as good an example as any - is about exploiting this shift in the perceived need for more efficient use of time. And you won't see emerging acts like the Manic Street Preachers were in '94. Instead, it's about getting tickets for what you could call the cultural version of the 'Schelling Point' - acts that people don't absolutely adore, but more the sort of artists that you can easily round up a party for in the office (Tom Jones, Elton John, Duran Duran etc). In so many insidious ways it's part of a general tendency towards monopoly in all things.

2. The 'purchasing window'. On your time / place table, I've spent a lot of my life working in sales - using contact management and CRM software. Trying to match preference to customers and then contact them in the optimum way, ensuring that the salesperson schedules calls in an efficient way - not fannying about wasting time between calls but just banging them out at an hourly rate to ensure a maximum 'effective calls' (actual conversations with a 'qualified prospect' - someone with a budget and a brief to buy what you're selling).

And for high-ticket telesales items (say, a 'distressed' page of advertising that costs £10k near to a press-deadline) you want to make sure that you don't forget to make that call at exactly the right time. With voicemail, caller-display, and purchasing policies that are designed to minimise any kind of impulse-buying, this has become more a game of cat-and-mouse than ever. I understand that 'distressed' space isn't as common a feature as it used to be.

How will people monetise a commitment by a buyer to take a call, and a tool that will allow sales people to qualify a prospect in terms of if/when they will make the purchase?


I think that the 'what would you so with limitless texts' ad campaign is so awful that it might even succeed in turning this discourse against itself. The best answer the ad men can come up with appears to be, 'bugger all. I have nothing to communicate to anyone.'


Over here, the T-mobile tagline is 'add the world'. ... I leave you with that.

The comments to this entry are closed.