Mobile Demos – Grabbing Attention vs. Creating a Stir

The July Mobile Monday was a huge success. Some of the presenters complained about having to compress their demos down to 10 minutes, but everyone (and I mean, literally, EVERYONE) in the audience really like a the pace of the event and that we kept it rolling. Mobile Monday is a more community focused event than many others, so we always go for quick and compact doses of information that will get people thinking and hopefully interacting. Last night was a stunning success I think. There was one particular aspect that I wanted to put down, cause I think it’ll be of interest to anyone looking to demo mobile services. All the demos were great, but I think the ones that had the greatest impact were the demos that attendees could participate in.

Three of the demos had components that actively allowed attendees to participate. The demos by Sixth Sense and fotochatter were seeded with messages to the discussion group getting people to sign up for the service so that they could participate in the live demo. I think this worked out fantastic! With a standard demo going on all the energy is up on the stage, and people are sitting listening to what’s going on. But once the cell phones start going off in the audience people feel more immediately involved. They laugh and show off their phones and start interacting with the information. It didn’t cause loss of control of the demos either. The presenters at the front had no problem getting attention back to continue onto their next point, and the audience seemed even more engaged and attentive afterward. The one thing I would have added was a nice quick sign up and app download. It would be great to have people be able to sign up and get going right then at the demo. I know all the reasons why people keep the registration process mostly on the PC, but I still think it’s wrong. Let sign up for your service be as much of an impulse event as possible. Let one user recommend it to a friend and start using it right there at the gathering they’re having, without needing to go back to a PC to sign up and then use at some future point. If I’m at a concert and someone tells me about photo sharing software they’re using, you bet I want to start using it right then. Delaying that event will cause a lot of loss in terms of users. When I sign up later at my PC there’s nothing for me to do, I’ll probably forget about the app pretty quick. The positive use I could have had at the event where I heard about the software is a powerfully marketing tool, use it by enabling it. You need to be able to capture that event if you’re working on a mobile social application. The software and service are situated and realtime, the sign up and start of use should be as well.

Then there was the demo by ipsh!, who were talking about how they run advertising campaigns that include service like messaging notifications, wallpapers, ringtones, and some specialized point of sale equipment. It would seem like this kind of stuff would be old hat to a bunch of mobile enthusiasts. NOT AT ALL!!!! When asked how many people had bought a ringtone, almost no one in the audience had. Even though the ringtone market is big, and people pay a lot of attention to it, the purchasers of ringtones are not always the folks who are building mobile services. The demographics just don’t match up. So when Dale told everyone they could message their birthday (in mmddyy format) to shortcode VODKA (86352) and get a free ringtone and wallpaper everyone pulled out their cell phone to give it a try. It grabbed their attention, it involved them, and even though it was a simple use case in terms of technology it was novel for the group. Cell phone beeps went off all over, little jingles started playing, it was fantastic. This was an excellent example of what happens when you lower the barrier for participation. Even in a group of people where many are aware not just of what the ringtone and wallpaper markets are, but how big they are and who the major players are, allowing people to try out a service right then when it grabbed their attention still dominated their actions. Even though the ringtone and wallpaper were effectively a marketing message from Absolut, it was engaging and interesting and people enjoyed it. The fact that a wallpaper and ringtone download created so much stir with the group is just further proof in my mind that there’s a ton of potential in mobile that people are overlooking because they don’t really respect the personal, realtime, and situated interactions that mobile services allow.