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Evolution Of Telephony Advertising From Landlines To Mobile Devices
1. Evolution of Telephony Advertising: From Landlines to Mobile Devices Presentation By: Janna Quedado UW MCDM, Winter 2010: Evolution and Trends of Digital Media
2. What can advertisers take away from the history of telephony advertising that can help to more successfully pave the way for the forthcoming mobile landscape?
11. All other images provided by: “Microsoft Clip Art.” (2010). Retrieved from: http://office.microsoft.com/en-us/clipart/default.aspx
Editor's Notes
Origin and defining notable moments in its past historyIn the past section I will emphasized the pathway that lead to telemarketing and set the foundation for the telephone as a bonafide marketing mediumInvention of the TelephoneA.G. Bell first invented the telephone in 1876, but it took until 1879 to be perfectedBusiness use evident early on…reflected in lease termsThe terms for leasing two telephones for social purposes connecting a dwelling with any other building will be $20 a year; for business purposes $40 a year, payable semi-annually in advanceLarger cost in business, signifies larger demand, therefore driving up price (p=point where supply meets demand) Primarily a business tool during first 50 yrs of growthTELEMARKETINGUse as a sales tool dates back to 1900’s (BUT with little resemblance to telemarketing today) checkered with “boiler room” pioneers Two Types: Inbound (customers call) & outbound (sales calls) Introduction of Wide Area Telephone Service Lines: 1960Enabled salespeople to place calls to farther locations than before, linking them with the people of the United States as a whole, rather than limiting them to those within their regionToll Free Numbers: disseminated by AT&T 1967First implemented by Sheraton motel chainEnabled customers to call businesses without bearing the cost of the long distance phone callMade the desire to call into a business more appealingTruly took off by the 1970s, and by 1980’s AT&T created telemarketing training centers
PresentMobile Telephone ServiceFirst mobile telephone service started through the public telephone system by AT&T in 1946To place a phone call, a manual search of an open radio channel was required before the communication exchange could be made. The user linked to a mobile operator who then facilitated the call over the public telephone system. In this arrangement, called a “simplex” radio connection, a talk button controlled the interaction and only one party was able to speak at a given time. It would not be until 1994, when Qualcomm, a San Diego company, would introduce another cell phone technology known as Narrowband Code Division Multiple Access (CDMA) that has been adopted as the standard by the Telecommunications Industry Association.Invention of the Cell Phone: Battle between AT&T’s research arm Bell Laboratories & MotorolaThe idea for the mobile phone first occurred to Marty Cooper, the pioneer of mobile telephony, in the early 1970sMarty Cooper = hired to lead the carphone division at MotorolaBUT, his vision incorporated a less unwieldy device that could be light enough to be carried rather than driven around on an automobileIdea to prototype took 90 days in 1972, as Cooper sponsored a design contest amongst Motorola engineers Not the most glamorous but the simplest was chosen, called DynaTacthirty-five minutes of talk time and weighed 2.2 pounds4 iterations, weight reduced in half, then launched in 1983Mobile Marketing communication technologies that evolve fully into a media platform for disseminating both entertainment and information go through a commercialization processcritical look into the evolution of radio, television, and the Internet show that the introduction of a commercial third party (i.e. advertisers) financial support was critical to the growth of the media technologiesSMS CAMPAIGNSFirst instance of mobile advertising occurred in the form of a SMS text message in Finland in 1997Red Cross’s Text 2 Help Haiti campaign = one of the most successful
FutureWith every increase in bandwidth is an increase in opportunity to provide consumers with rich advertising involving audio, pictures, and video that fit the user’s specific needs, interests, and inclinations. Using demographic information collected by wireless service providers and information on the current location of mobile users, very targeted and effective marketing can be achieved. Opt in process involving “pushing” or “pulling” methods of advertising on a per-user basis will continue, to prevent from over saturating the platform with marketing and connecting with consumers unwilling to receive the contentThe result will be a metamorphosis of advertising practices involving creation of rich, targeted content.
Bill Bernbach "All of us who professionally use the mass media are the shapers of society. We can vulgarize that society. We can brutalize it. Or we can help lift it onto a higher level."
