One of my favorite blues songs was made famous by Cream, but in fact, was written by Albert King. Here’s the greatest line from a great song:
“If it wasn’t for bad luck, I wouldn’t have no luck at all.”
So when I read this quote from JWT Executive Creative Director Eric Weisberg, you can understand why it brought to mind visions of the blues that brands will be singing if they don’t get their heads around a mobile plan:
“If you don’t have a mobile strategy in 2013, you don’t have a strategy at all.”
It’s hard not to agree with his logic. I’ve heard some great quotes about mobile over these past few years from visionaries like Tomi Ahonen (“Mobile is the 7th medium”) and Eric Schmidt, who has made “mobile first” a oft-quoted phrase. Here’s his take on the importance of mobile to Google:
“Our job is to make mobile be the answer to everything.”
So as I watchTechsurvey9’s t:otals from nearly 80,000 respondents roll in, and see that now more than 60% of our radio-centric sample have a smartphone, it becomes even more imperative that mobile be a part of our strategic thinking in radio.
That was brought home to me the other day when I saw a tweet from Involution Digital’s Dave Presher that included a link to this Bill Gates interview from CBS This Morning that aired earlier this week. (Start the interview at 3:30 if you don’t want to see the whole thing.) Gates spoke honestly about his company’s failure in the mobile space:
“We didn’t miss cell phones but the way we went about it didn’t allow us to get the leadership. So, it’s clearly a mistake.”
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That’s an amazing admission from the chairman of one of the biggest U.S. companies, the leader in office software. But there Gates is, explaining where Microsoft has failed in the mobile space.
When you’re Microsoft and you’re competing against Google, Apple, Amazon, Samsung and others, a major mistake can be fatal. What will it take for Microsoft to get into the mobile phone game? Is it even possible?
But if you’re a radio company, there’s time. But it’s fleeting. As other audio brands and platforms become more sophisticated with mobile and as car infotainment is impacted heavily by smartphones, it is paramount for every radio company to make a mobile strategy a top priority in 2013.
Otherwise, you’ll be singing the blues with Albert and Bill.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Mobile is a mess for everyone who delivers music to mobile. Its what everyone wants, but what no one can make a profit doing. Radio has no real option but to give em what they want, so its dilemma is the same as everyone elses – pour money down a hole to give the public what they want or lose them forever to someone else who is willing to do it.
If congress can’t fix the sequester and talk is growing about a govt. shutdown, there is little hope that they will address streaming royalties.
And what choice do brands have? It is where consumption is moving, and while some pundits talk about apps presenting “solutions,” I’m trusting Eric Schmidt and Bill Gates to reinforce its value. The business model is that if radio doesn’t commit to the space, we’re going to have even bigger problems moving forward. Thanks for making your comment.
1. Radio creates and presents GREAT programming for meaningful talk and music formats.
2. Demand creates the delivery.
It’s always been having the best show in town, as exemplified with movies for decades – good ones win fame & fortune, bad ones lose money and close quickly.
Spend the money on content for big segments of audience – not 1000 listening meters. Bring back the connection, the passion and the introduction that made radio, records and up to the minute so important, in the first place!
What are we missing or is that the simple truth?
It IS as simple as that, but as you know, the quest for ratings can obscure the mission to entertain. It is always interesting to me that some of the most successful shows and stations break a lot of rules – and do it well. Thanks for contributing.
Kudos, Fred. Well reasoned, well said. My sense is the potential of mobile is under-hyped. The future belongs to those who embrace the brave new world of 5 billion people walking around with a super-computer in their pocket/handbag.
Without a doubt, Dave. In this case, there’s no mystery about where the puck is going – and where it is right now. Avoid that mobile strategy at your own peril. Always love to hear from you. Thanks.