Gillan.mobi

All Phones are equal, just some are more equal than others.

2010-08-13T09:20:00.000-07:00

.....it’s the users that make them smart, or the content that’s created for them.

The term smart phone has been around for 10 years now, one of the first phones dubbed with the name was the Nokia 9210 Communicator. It was, for it’s time, a powerful handheld computer with internet access, email, Apps etc, oh and it also made phone calls.
So what defines a Smartphone in 2010? I think most people would agree the following a Smartphone has;
1. The ability to download and extend the phones capabilities with Apps.
2. A more advanced computing ability and connectivity than a basic “feature phone”.
3. A QWERTY keyboard.
4. A touch screen.
5. Unlimited connection to a full, fast, internet browsing experience.

There it is; 5 simple features that define a Smartphone, or is it?

10 years ago Smartphones were defined as having multiple features, such as; email, web browser, camera, and music player, but even the simplest of feature phones now have all these features.

Perhaps then, it’s point one; the ability to extend the phone with Apps. But here again, the Nokia Ovi store and others like it, now extend a huge range of feature phones with the ability to download 3rd party Apps.

So is it point 2; a more advanced computing ability? But with the ever advancing technology, what was a Smartphone 2 years ago, is this year’s feature phone. Many of the most popular “non smart” feature phones are 3G and or wifi, have multi-mega pixel camera’s, can read email, browse the internet and download Apps. Nokia 5230, LG Optimus, Sony Ericsson W995 etc.

OK, may be Smartphones can be defined as having large touch screens. But there is a wealth of budget feature phones that have touch screens, and in any case there are also many QWERTY phones (Blackberry, Nokia) that are very smart that don’t have touch screens. So touch screens can’t be used solely as Smartphone definition.

Finally, may be it’s the always on capability of a full internet experience; but here again, even the iPhone has the weakness of no flash, and the blank screens that appear because of it. Other smart phones have their own browsing limitations when browsing the full desktop internet experience.

Perhaps we need to think beyond “Smartphone” perhaps a new name; mPC or superphone.

There are still big differences between the best Androids / iPhones and the latest feature phones, but there are far more Smartphones than we currently think of.

So maybe rather than thinking of smart phones, we need to educate more smart people, but to do that we need to create smarter content, that’s richer and rewarding, then more people will use more of the features of these great devices.

In terms of mobile internet browsing then, it is more important that the content publishers need to make their content smart, and think of the ever increasing army of users accessing their sites.

What goes around....

2010-07-19T01:35:00.000-07:00

I thought I would add my own experiences to the commentary on specialist agencies in digital, especially after the news about Agency.com. I started a small design agency way back in 1990 and was well established by the time the web appeared. Always being one to look at new technology, I embraced this new area of design. I hated the technical restrictions that the early HTML offered, so was delighted be the creative freedoms Flash offered, even if it had its own drawbacks. Even in those days I would rather give a few people a good experience than everyone a bad one. In those early days, only the brave clients, spent decent money on web sites, but they are the ones who generally do very well in the digital space today.
However, within a few years of the web being noticed, specialist web agencies appeared, more often than not they were technically based rather than creative, and they started to win business (not bitter really:-)) Clients believed that they needed specialist's to provide a service that the larger agencies didn't have.
Bring us right up to 2010, and digital is no longer specialised, it's just part of the whole campaign, and I think in some cases, my beloved print has become more niche than digital!
So here I am in Mobile, and I'm getting real deja vue. However this time I believe the big agencies (some of them) have learnt their lesson, and are bringing in specialisms much earlier, hence why I'm at Ogilvy and Mather. If we can prove early on, that we have the people and resources in house to create remarkable work in house, then our clients wont need to go to smaller "specialist" agencies.
It's very exciting times!

iPad publishing potential

2010-06-03T05:31:00.000-07:00

The link below was an interesting article published in the standard the other day, I couldn't help responding, though by the end of my response I was getting tired and bored so the grammar was dropping off,...sorry :-)

http://www.thisislondon.co.uk/markets/article-23840405-is-ipad-really-digital-saviour-of-newspapers-dont-bet-on-it.do

Hi Roy
First of all I'm writing this on my iPad, and whilst a huge fan of Apple, am not scared to criticise them. The iPhone wasn't perfect when it first came out, and still isn't. I guess the iPad will be the same, however like the iPhone, the iPad is so far ahead of it's compitition I don't feel that compelled to complain too much.
Some of your scepticism though is unfounded on a number of points.
numbers don't stack up? The iPad isn't on it's own going to save newspapers, but the collective competition could. No doubt the copycat devices will be cheaper and do a similar job. Apples laptops don't have a dominant market share but they are still great pieces of kit.
You argue that no one will pay for content when they can get it free on the Internet, but if that was the case why do people still buy newspapers? Clearly the newspaper and an iPhone app will offer something more than the Internet. Have you seen Wired, Time or Popular Science magazines? Far more engaging than the Internet content.
Then there is the advertising. Admittedly, most advertisers have failed to grasp the potential in these first Apps, however then ones that have some kind of rich content such as video clips of animation have a massively more sticky appeal to them, compared to their standard press ad style equivalents.
I could actually argue the case for tablet devices being great for publishers, but I'd rather go to bed
Regards
Alistair Gillan

I'm currently working at Ogilvy & Mather Advertising - Mobile Technologies

WPP - Leaders in Advertising, Branding, Marketing.

Apps - the jewel in the crown

2010-05-25T12:38:00.000-07:00

Despite what many of the established mobile specialists say, Apps are where we are at in terms of high profile content. The fact is many brands just wanted one, despite the ROI, and for the last 18 months or so that was great. If managed well the cut through and buzz of the App was all that was required.

But like any campaign we need to look at the big picture. Mary Meeker, Morgan and Stanley's internet analyst has just released a report showing interesting figures about mobile internet browsing and how in just a few short years it will over take PC browsing. For now though its still important to view mobile internet browsing as 'snacking' and we need to deliver mobile specific content for this space rather than a mobile friendly full blown site, as many many people still don't have big screens like the current smart phones.

And then there's good old SMS the stalwart of the mobile marketing, from a creative point of view I've not seen too many good examples, but that's because generally the campaigns are left to companies that are more technical than creative, however they still delivered, and for most that was good enough. Regardless, SMS is a great tool in the mobile marketing tool box, and I think should always be included when done correctly.

I'm now seeing the fruits of my labour from the last 5 years or so. I've gone from; 'maybe we should look at this mobile thing' to 'we have put mobile on the agenda' to 'mobile was in the initial budget, but with overruns, we had to cut the budget from somewhere' to now it's ' we can't afford not to do it' ...still small percentages but mobile budgets are here to stay, and grow and grow.

I'm currently working at Ogilvy & Mather Advertising - Mobile Technologies

WPP - Leaders in Advertising, Branding, Marketing.

Lies, damn lies, and statistics

2010-05-19T00:53:00.000-07:00

Just a quick thought, maybe it's because I love the iphone, but when I'm on a train, in a coffee bar or a pub, etc the amount of people I see that are using their iPhone's far far out weighs the market share it is supposed to have. I think the last figure I saw was still single digits in terms of share of the whole phone market, many reports show it around 16-18% of the smart phone market, whilst others put it at 26% of market based on OS install, which probably then includes the iPod Touch.

I wonder if there are any stats for iPhone install within certain demographics, that would be really interesting....

I'm currently working at Ogilvy Advertising Mobile

WPP - Leaders in Advertising, Branding, Marketing.

iPad - my first touch

2010-05-14T01:17:00.000-07:00

I was excited to get my hands on an iPad in advance of my own being delivered on the 28th May (hopefully). First impressions were of a high quality piece of kit, reassuringly weighty, with a beautiful screen and very fast.

However this device needs high quality content, scaled up iphone Apps just don't cut it, and Apple knows this. They go to great lengths in their iPad Human interface guidlines to encourage developers to ensure that graphics are of the highest quality.

Wired magazine demo their ideas for tablet magazines in a video posted on youTube ( search on youTube for 'Wired and Adobe')

Their concepts look truly amazing and whilst the demo isn't on an iPad, I'm sure it will be just as good. But will it be as easy to create this content within the Xcode environment? Dont know, but this I'm not going to get drawn into an Adobe / Apple debate :-)

I'm currently working at Ogilvy Advertising Mobile

WPP - Leaders in Advertising, Branding, Marketing.

It's been far too long!

2010-03-17T08:00:00.000-07:00

At last I get to write on my own blog. So much has happened since I last wrote an entry!

Well the iPad has arrived, am I a fan? ... yes; is it perfect? no. Does it need to be? No. I'll still buy one! Lets go back 35 odd years, and I remember as a small child being in awe of a printed colour picture in a book. I touched it, and tilted the page, but I couldn't work out how the image got on the page, at that very young age I had no concept of printing. Move back to the present, and with the birth of tablets such as the iPad, I can't see why anyone would stick with a static image. Imagine if tilting the device shows a different angle of the same object; turn the device left and right and the object you are looking at rotates to correspond with the users motion. Not to mention being able to touch the screen to drag the object to spin it 360. Some of this is demo'ed in the wired magazine example of their tablet publication...awsome. When the public get to play with this stuff, will they ever go back to the printed version? Well yes they will, as I will, but will there be a huge market for this new interactive medium, too right there will be.

i-nigma: is it winning the 2D barcode race?

2009-10-20T08:20:00.000-07:00

Almost a year ago to the day, I wrote a short blog about 2D barcode readers for the iPhone, and today I've just downloaded the best one yet, albeit it only reads one type; the QRcode.

With 3 different types of barcode reader installed on my iPhone, I think I'm fully prepared for the mobile barcode revolution to begin...... er what revolution??

I don't get it, with such a huge amount of phones being capable of running the barcode reader, why don't more Brands and publishers use it?? Especially publishers, it's the perfect link between the printed magazine and rich interactive content. There you are, anywhere, reading a mag, and next to the riveting article there is this small barcode, which with almost one click takes you to some kind of additional rich content; video maybe, or audio, exclusive too, stuff you might even pay extra for, could be an associated competition, or a quiz.

I'm sure a lot of people that read a magazine do so on the train, or bus, even the bog, and they don't have (or want to get out) their laptop. But they do have their mobile device, so its perfect, immediate access to exclusive complementary content, that could have great ROI, and extend the usefulness of the printed publication as well.

Bluetooth Marketing - a story of the bleedin obvious

2009-10-16T03:28:00.000-07:00

I was in my favourite clothes shop in Chelmsford shopping centre, chatting to the owner about what I do etc etc, as you do, and I got chatting about Bluetooth Marketing, telling him that to promote his summer sale would be very straight forward with the software and hard ware that I owned. We both got quite animated about testing it out, even though I explained that it probably wouldn't be that effective, without some kind of call to action. But I thought what the hell it would be interesting to see what kind take up could be achieved. So I created a mobile friendly advert 240x320 and off I went with netbook and bluetooth dongle.

To begin with I sat outside Starbucks on a nice sunny day with a coffee and watched the people go by for an hour or so. It was mid week but still quite busy and it didn't take long to discover 100 devices to which I delivered 11 messages. Pretty good I thought.

What could we achieve on a busy Saturday for a whole day. The bluetooth systems was all set, and I left it to do its thing all day, however on returning at 5.30 that day, was surprised to see I had only discovered 934 devices and delivered only 4 adverts - just under 0.5%.

Over the next couple of weeks I tried a few other different days and locations of the netbook. What was very obvious was the location of the shop, which was very much at one end of town, had a significantly lower footfall than in the centre, strangely where Starbucks was!

However, regardless of how many, or how quickly devices were detected, on average I did not get far past 0.5% delivered adverts.

When the message was delivered to a device, the user could see the name of the shop that the advert was coming from, and decide whether to accept or decline, so I don't think we were being too "spammy", and if the user had already declined, they wouldn't get sent another message if they walked into the Bluetooth zone again.

So it was an interesting experiment, which just adds more weight to the fact that users need a good strong call to action and incentive to accept and respond to bluetooth marketing, something that is difficult to do in an open high street, but very simple to do at an event.

If anyone is interested to see the full stats of the experiment, and to hear what ROI I achieved, please feel free to contact me.

App stores galore?

2009-06-05T06:52:00.000-07:00

OK, I was a little bit impatient, the OVI store went live at the end of May. I'm not sure how the amount of Apps it had on day one compares with the Apple App store when it went live, but it looks like it might be a good start. I for one, am incredibly excited about the future of flashlite apps and content now.

I also read the other day, that Sony Ericsson have teamed up with GetJar to supply Apps; that seems a pretty smart move too. With O2 and Vodafone creating their own App stores the mobile content arena foundations seem well and truly laid. Together with a plethora of amazing devices being launched by all the manufactures 2009 is going to be an amazing year in mobile. Oh apart from this damn economy, which is unfortunately affecting everything - even mobile.

However, when things do pick up, the App Stores will be ready, the devices will be capable, there will be even better network access and data tariffs available, i.e. even more devices with WiFi and 3G, so don't hold your breath, but, this is going to be big... sooner rather than later!

Nokia opens the door...

2009-05-18T04:08:00.000-07:00

... but has the horse already bolted, so to speak. The answer must be yes. May be that is why there is a delay in OVI actually opening its doors. With Apple's App store success, Nokia's version is going to have to be really good. However reading the Nokia developer forums, there may be cause for concern, but lets think positively, it will be great and it will provide the millions of dedicated Nokia users a much needed source of content. I just wonder though,.. there isn't too much publicity about OVI yet, and it is supposed to be launching this month, so how will the public know about it? With Nokia taking 30% share of the revenue, they could stand to make a decent amount of money (Apple are reported to have made upto $45 million from the first billion downloads, in well under a year) Lets hope that there is a TV advert campaign being planned, lets hope that the UI is simple, and I really hope it will be successful. Then we can look forward to Vodafone doing the same by the end of the year

Double Whamy

2009-03-18T01:20:00.000-07:00

I was really excited yesterday with the news of the iPhone 3.0 software, and not just because of the news, but the way in which I learnt about it - using Twitter. Ok I know Titter has been around for quite a while, but it was the first time I had properly used it to get live information on an event. I found that the Macworld guys were posting their tweets live during the event. It was great; every minute or so we all got a blow by blow account of the presentation. Not really sure why there wasn't a live video cast of the event, but I enjoyed the experience of being able to do some work and read what was going on at the same time. Oh and there really is some great new features for the iPhone, Im sure there will be new hardware to follow later in the year as well.

churn rate thoughts

2009-03-12T02:24:00.000-07:00

I'm well aware of the age old problem of churn rates, but sometimes the solutions are as much the problem. The other day whilst on the tube, I saw an Operator advert for and exclusive on a mobile device (cant call em phones any more!) Obviously there is nothing new with an Operator or MVNO to get an exclusive on a mobile to attract new customers, but then as they all get exclusives doesn't that just perpetuate the whole churn cycle. Why don't they all get together and decide that no one should get exclusive deals? every one can get any phone from any network. OK I'm not that naive, that isn't going to happen and at least Apple would strongly disagree with that idea. What's the solution? well I believe the Operators should finally start to do something with their content and internet access, I know things are getting better, but it's so slow, it seems strange to me that it has been down to the handset manufacturers such as Nokia and their content service Ovi to start creating content. But hey what do I care, I've got an iPhone, so Im happy!

jealous? me!

2009-03-06T09:54:00.000-08:00

I think I'll have a little moan. At the last agency I worked for I was know to be the mobile Geek, and at every opportunity I would try and ram mobile content down everyones throat. The agency wasn't particularly well known as being 'digital' although they did do some world class 3D animations and stills. So when we presented mobile content to our clients such as Ford, Mazda and Volvo, content such as 2D barcodes etc, over the last 18 months or so, may be we were just too early? Ford would say, 'well its a bit niche, not quite right", then go and do something with our parent company (who were digital) 6 months later. And now I see Volvo are including QR codes into some of their UK campaigns.

I left a really small company to join a big company, because being small I couldn't get to work on the type of jobs I wanted, and then blow me the same thing happens again.

The point of this entry? None whatsoever, just letting off some frustration.

Oh by the way, I need a job, any offers... :-)

The future of mobile advertising...

2009-02-25T09:15:00.000-08:00

...and the end of printed daily newspapers?
I'm talking about an A4 e-reader that is thiner than a pad of paper, lighter than a quality magazine and has a touch screen for simple page turning and navigation.

Imagine each morning simply wirelessly downloading your chosen newspaper to your e-reader prior to leaving the house, ready for your journey ahead. Or, if its not a newspaper the device can store thousands of work documents such as pdf's etc. With its A4 format and no glare screen, reading documents will be a breeze.

The product is its final phase of development from the Cambridge based company PlasticLogic and is due for full release early next year. They already have many content providers signed up from the publishing world, the FT being one.
Could this be the way forward for publishers to finally charge for their online content, by supplying a full electronic version of the paper to the e-reader? surely it would be cheaper than the printed version, and more environmentally friendly.

So could the future of printed news papers be finally drawing to an end? I'm sure not for the next few years, but as these e-readers become mass produce and prices tumble I'm sure many people will see the benefit of a paperless news world.

There are no published plans to be able to connect the e-reader to a mobile device, but if possible, this would another extra dimension to mobile communications and presentations

Happy New Year

2009-01-06T07:35:00.000-08:00

Well, here we are, 2009, financially and politically, it will certainly be an interesting year, but I won’t go into that here!
Almost two years ago, Steve Jobs announced the launch of the iPhone; it was to be launched in June, first in the US and then later in November throughout Europe.
I’ve now had my iPhone for over a year, well I’m on my second one as I upgraded to the 3G version in July, and what a difference a year makes.
Apple have made big impressions in not just the handset market, but even bigger impressions in the mobile content arena, and proven to the world that users are hungry to look at and download content on a mobile device.
Most manufacturers have brought out, or are planning to bring out, a touch screen mobile device, all of which, in my opinion have easier to use interfaces. Some of the devices have better features than the iPhone, but all that ensures is the further development of the iPhone itself.
Then there is the Apple App Store; such an excellent source of great content, from the really useful to the downright silly, but fun. Some Apps that are free, I download open and then delete, but its free and doesn’t cost me anything extra to download, so I don’t care. And that’s the important point, and that’s why ad funded content is growing massively on the iPhone, according to AdMob. If something is free, fun, informative and or relevant, people will down load it, and see the advert. Whether the App is kept is really down to the content, which in turn is down to the campaign, its intentions and its budget.
As Google and Nokia are attempting to replicate the App store with their own versions, I’m sure the future could be looking pretty bright for Ad Funded mobile content.

Don't be afraid, be clever.

2008-11-28T03:15:00.000-08:00

It's exciting times in the mobile marketing arena. Much chatter, many reports, lots of enthusiasm. With so many new and exciting devices just released or about to be, who can blame us mobile evangelists.
I was designing when the web was born, I remember all the hype, I remember the early 14.4kb and 56kb modems.Remember how slow things were? It was quite painful, but many of us accepted it. I remember the challenges of creating a web page that was interesting and quick to download. I remember the introduction of Flash, and learning how to create a sexy animation that was under 20Kb. It took a lot of thought, but it was possible, especially with the help of guru's such as Hillman Curtis, they were great days. And yet, here we are back there again, just on a smaller stage. All the principles of the early web are here again. Concerns about speed, relevant content, making the content 'sticky'. The experiences of the early internet are now becoming priceless, in developing mobile content. We went through the pain before, and will go through it again. We mustn't be afraid, we just need to be clever.

SMS Pet Hate

2008-11-07T15:24:00.000-08:00

Every now and then I respond to a call for action SMS shortcode. The other night I was watching the telly and an advert came on for the new Volvo XC60. I quite liked the advert and it was tied in with the call for action; text 'LOVE' to 84880. Something inside me said go on.... do it!.... see if you get something good this time, the other half of me was saying, dont bother, but my curiosity got the better of me, so I texted away. And yet again I was left frustrated and disappointed. All I got back for my effort was to do something else, ie fill out my details for a brochure. But I dont want a brochure, I want something exciting or rewarding to view on my mobile device ....aaargh. Even the web address they put at the end of the message wasnt a link that I could simply click. This is just such a wasted opportunity, no funky little animation, no offer to see a sexy new gadget in more detail, not even a poxy screensaver....but still I wont give up, where's that super hero mobile content outfit of mine....I have a job to do, oh dear, sorry I've just been watching the film Armagedon

Mobile survey by IBM

2008-10-28T14:03:00.000-07:00

I read an interesting report today from IBM based on a survey that had been conducted for them by NetReflector of 600 people in USA, China and the UK in the third quarter of 2008.
It revealed that over 50% of consumers would substitute their Internet usage on a PC for a mobile device.
That’s extremely important when the survey went on to say that the world's population of mobile-phone users expected to increase to 5.8 billion people in 2013
Dr. Sungyoul Lee, Global Consulting Leader, Electronics Industry, IBM, said
"Worldwide adoption of the mobile phone as the preferred device for accessing the Internet is just around the corner," and “The time is now for companies to develop intuitive applications and services that allow people of all ages to effortlessly access and use the Internet while on the go”
In the survey 71 percent of respondents acknowledged that they expect to increase their usage of their mobile device.
While there is an overall consensus that the industry is doing its bit for mobile Web, more consumers desire greater affordability, awareness and better content and applications for the mobile Internet.

Interesting times, the full report can be found on the link.

User generated wallpapers/screensavers

2008-10-22T07:05:00.000-07:00

I went along to the Adobe Mobile and Devices user group the other night, kindly hosted by Adobe at their Regent Place office. All the presentations were great. For me though, the most interesting was by Ugur Kaner an interesting and fast speaking Fin :-) He was demonstrating Pikkoo.com, a brilliant way for users to generate their own animated/static wallpapers and screensavers, and for them to be delivered in the correct format for their own device, whether it be a .swf file, animated gif, etc.

The application can even be hosted on separate branded sites, opening up the opportunity for agencies to create branded templates, for users to go in and create their own design from the supplied assets. I hope I've got all this right!! but it really looks a cool and easy way to generate content for mobile. And thats a great idea. I hope they make loads of money :-)

The Keypad is dead, long live the Keypad

2008-10-20T06:47:00.000-07:00

Many years ago, I dreamed about mobile devices with touch screens, so it really was my dream come true to own an iPhone.

However, I'm just as excited to see more companies introduce their own touch devices. The potential for mobile marketing is getting greater and greater with these stunning devices. I guess, though, it's not so much the touch side of things that makes them great; although it adds to the excitement of using them. But the UI's on both the HTC G1 and the Blackberry Storm look really good.

However the key to the browsing experience, is an unlimited data tariff, once the threat of a horrible data bill has been lifted, the users will happily browse and download content, and if the the user experience is great then so much the better. This has been proven with the data usage on the iPhone.

It's also great to see that the HTC and Blackberry have a few features that are better than the iPhone; the G1 has cut and paste for example, there are plenty more, but I'm not writing this to do product comparisons.

I wonder how long it will be before these type of devices, come with a £20 per monthly tariff, including the normal voice and text bundle, but with unlimited data? I wonder if that could ever be profitable, maybe the operators will introduce ad funded data along the lines of Blyk to offset the cost.

Mobile Barcodes

2008-10-19T07:51:00.000-07:00

Without wanting to seem to be harping on about the iPhone, I found an excellent free app from the App Store for reading mobile barcodes, created by 2D Sense. The reason it is so good is that it allows the iPhone to scan not one, but six types of barcode;

QR Code
ShotCode
BlotCode
VisualCodes
Data Matrix
Dandilion

I hadn't even heard of BlotCodes, or Dandilion. Perhaps thats why there is a problem with the barcodes taking off, too much fragmentation, however the iPhone app that allows all of them to be scan, clearly shows that there is an answer to the problem.

I'm not sure how big the app is (file size) maybe that would be a limiting factor for some phones, or maybe cost.

I've only tested the Shotcodes, my preferred barcode, and it works well.

I look forward to seeing more codes used in POS and advertising!

I love my iPhone!

2008-10-16T10:22:00.000-07:00

Yes I really do love the iPhone, it's not perfect by a long way, but the thing I love about it most is that it has made the other manufacturers wake up and assess what a phone should be.

I say phone, I rarely use that term now, I call it a device,...my mobile device. I'm happy to say that I am passionate about the mobile space and wholeheartedly agree with commentators that state it will be the next massive marketing channel. And yet there is so much more to come; Near Field Connection built into a mobile device (such as an oyster card) and 2D barcodes such as Shotcodes and QR codes, will soon make marketing to the public instantly interactive... I cant believe why this type of technology is taking so long to come through into the mainstream.

Adobe's Flashlite, is also brilliant. When I started creating content in Flashlite, there were only 1 or 2 handsets can could play the content (in the UK), and even then the player wasn't pre-loaded. Now, Nokia and Sony Ericsson have changed that, and now they have about 170 devices between them that can play the content, there are plenty other devices as well.

I wonder if this credit crunch will help the mobile space? Maybe marketers and agencies will have to look at more innovative and cost effective means to reach their target audience. I'm sure the mobile space is perfect for them.