I was reminded of this again recently by a well-meaning digital evangelist who thought mobile telephony began with the iPhone.
In eleven years in the mobile sector, I have met (and run!) many mobile solutions companies who profess that they are 'seeking the killer application for the mobile phone'.
I remind them all, it's been found: the ability to communicate with people wherever you are.
So Apple, who were part of the bidding war for AdMob that saw Google reach into it's pocket for $750MM, have just bought Quattro Wireless for $275MM.
I was asked on Twitter earlier "who else might buy an ad network?". Well broadcasters might be a solid bet, but no, you're unlikely to see Microsoft, AOL and Yahoo, the other behemoths of tech M&A, fly in and buy your fledgling mobile advertising business. Why? Because...
We are Pocket Hurricane, the independent mobile-only media planning and buying agency.
We know mobile inside and out. You see, we believe that the mobile phone, cellphone, handy, or whatever you wish to call it, is one of the most cherished and personal devices we own. It is part of your personal world, your private space. In order to have an impact in the whirlwind of activity that occurs on that device, in order to leverage its extraordinary power, you have to do your best to get inside the heads of your potential customers and audience. Relevance. Timeliness. We like to call this approach 'psychology, not technology'.
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