The official Zelfi blog

Mobile Marketing to Perfection or How Obama Casts His Spell Over Us

Lena — Fri, 18 Jul 2008 08:55:46 +0000

Mobile marketing is still a controversial issue in Germany because many people are afraid of being flooded with unrequested text messages. In the US, this is different. There, mobile marketing is used more often than anywhere else. The prime example is Barack Obama, the presidential candidate of the Democrats. He maintains a website where you can sign up for updates on Obama’s activities, speeches, and election dates. In addition, you can sign up for specific issue updates such as health, education, Iraq, jobs and reform. Especially, young voters like the progressive campaign. I am of the opinion that mobile marketing used this way is something very positive: You are informed in a nutshell, and if you want more information you can get them on the internet.

According to a study conducted by the University of Michigan and Princton University, SMS reminders increased the likelihood of individual voting by around 4%. I could imagine that this effect is because voters feel personally involved. In addition, especially young voters who do not have a landline are difficult to reach with traditional campaigns, and the news in television appeal more to an older target group. The mobile marketing strategy was not only rated by 59% of the voters as being very helpful, in addition it is very cost effective.

Obama’s professional mobile marketing campaign has been awarded by the Politics Online Conference 2008 with the Golden Dot Award 2008 for Best Mobile/Text Message Campaign. Since McCain relies on a traditional campaign, Obama should actually be set!

In Germany, mobile marketing especially in politics is not very popular. I personally would appreciate receiving information on events and news via SMS. In stressy every day life, this would be a real help to be always up to date and not to forget the election day. It is important to overcome the bad reputation of mobile marketing in Germany, and to familiarize people with this way of spreading information! In the information age, information media should be used!

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Out of the Drawer, and into the Mail – Cell Phone Recycling Is Easier than Expected

Lena — Tue, 15 Jul 2008 14:18:16 +0000

Many people store their old cell phones at home in the drawer. It’s the same with me: I did not even waste a thought where to put it. Just into the drawer, and that was it! I wasn’t aware of the fact that environmentally suitable ways of disposing of old cell phones do exist. In addition, it is even possible to gain some money, or to make a small contribution to a good cause. I have just never cared about it. I am obviously not alone with that attitude: According to a study conducted by Nokia just 3% of all old cell phones are being recycled, and the market leader of the recycling sector Umicore estimates that it is just 1%. I wonder where all the cell phones go. After all, in 2007 1.2 billion ones were produced. According to a report of the US government, it is assumed that already in 2005 half a billion cell phones led a shadowy existence in the drawers of US citizens, and the rising trend continues. Why is that actually the case? What makes people keep tons of discarded cell phones? Is it the emotional relationship to that telecommunications device that has bestowed upon them so many romantic dates? Or is it just because cell phones do not bother anyone being stored in the drawer? Another possible reason is that many people just do not know where to dispose of it.

However, there are some good reasons to concern yourself with the topic cell phone recycling: Cell phones contain heavy metals, such as cadmium or lead which pollute the environment when not disposed of professionally. Therefore, it is not allowed to put electronic devices in domestic waste. In addition, cell phones contain precious raw materials, such as gold, platinum or copper. They contain just a small amount of these materials, but the recycling of half a billion cell phones would be worthwhile. Most importantly, the reuse of raw materials helps us to preserve our natural resources.

Once you have decided to take the cell phone out of the drawer in order to recycle it, there is the question where to go with your old mobile friend.

A good possibility is offered by T-Mobile in collaboration with the Deutsche Umwelthilfe e.V. (German Environmental Protection Organization). Envelopes can be ordered for free on the T-Mobile website, and postage as well is borne by them. In addition, they transfer 5 Euros per cell phone to the Deutsche Umwelthilfe in order to support environmental and nature conservancy projects.

Another possibility is offered by Vodafone. Envelopes can be ordered for free, too. 3.50 Euros are transferred to the Deutsche Kinderkrebsstiftung (German Child Cancer Foundation).

For the business-minded ones among us, Talkgreener.de has an interesting offer: Depending on cell phone model and functional ability, one receives a certain amount of money for old cell phones - even for broken ones. In addition, Talkgreener plants a tree for every cell phone sent in. Thus, environment as well as benefits from it.

Taking all the advantages into account, one wonders why our old cell phones are still in the drawer, and not on their way to T-Mobile, Vodafone or Talkgreener. Regarding the charitable potential of old cell phones, you shouldn’t vacillate too long and order the envelopes. I am already waiting for mine to arrive in order to have my share in environmental protection!

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How Great Is The Potential Of The Mobile Games Market?

Lena — Tue, 01 Jul 2008 17:17:46 +0000

According to the market analyst Gartner it has a very great potential: By the end of this year, a growth of 16.1% is expected. This means the market of mobile games will cross the 4.5 billion USD milestone. In comparison to the music market the mobile games market has not yet caught up, but experts prophesy a great future.

Nevertheless, there are still some obstacles to be overcome. On the developer conference Quo Vadis in Berlin, they were talking about the impediments to growth: In general, users should be informed better. The fear of download charges, costs that are not obvious to the buyers or subscription fees runs deep, and makes many potential customers keep their hands off mobile gaming.

Many people are not aware of the fact that you cannot only have a conversation on the phone, but also play games. A further problem is the download: How that works technically is a mistery to many users.

Another problem is the great amount of games that is pushed onto the market every month. Quality and innovation are literally steamrolled. Most of the games are sold in the categories novelties, top 10 and recommendations. After a short period of time, they disappear and sink into oblivion. Thus, the development of high quality games is not worth the effort.

Despite all these problems the mobile games market is growing. In the US, revenues increased from 345 million dollars in the year 2004 to 600 million dollars in the year 2005. For the year 2008, a rise to 1.5 billion dollars is expected.

Mobile games like Snake or Tetris are still among the most popular ones: Simple and entertaining. After all, who likes reading game instructions of complicated games while waiting for the bus. The size of the display limits the time people play. Only hardcore game fanatics can stare at the mini display for three hours or more. Thus, the possibilites and limitations of the cell phone should be taken into account when developing mobile games. The best games are the ones that are developed especially for the cell phone, and that are not just a poor copy of famous console or computer games.

The mobile games market definitely has a great potential. Thus, we can look forward to what the games industry will come up with in the future. The more multimedia the cell phone includes, the more possibilities. I am looking forward to mobile gaming fun wherever I am, and whenever I want!!

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“Children Don’t Need a Cell Phone! When We Were Young, We Didn’t Have One Either!”

Lena — Wed, 25 Jun 2008 09:26:22 +0000

More and more parents buy their eight-year-old children cell phones. It has become a hot topic of debate if that is a reasonable investment or a hazard for the health of children.
The point that cell phone radiation has not been examined carefully enough to guarantee that children are not harmed by it, is brought up again and again. The fact that cell phones distract children from class can be heard over and over again. The most common argument, however, is at the same time the most meaningless one: “Children don’t need a cell phone! When we were young, we didn’t have one either!”
You cannot ignore the point of cell phone radiation. Nevertheless, if the child uses the cell phone in an adequate way and if parents make sure that the cell phone is just taken along when needed, from my point of view the pros outweigh the cons. The parents are the key: They have to make sure that cell phone use does not get out of control, and that it does not have a negative impact on the performance in school. You can restrict the quantity of numbers the youngsters can call in order to prevent them from having pointless conversations with everybody they know. Children should take along their cell phone only when needed, i.e. when they are somewhere alone. With 14 or 15 however, teenagers should be able to use their cell phone in an adequate way. If not, parents have to interfere.
In the case of the two Spanish teenagers who are in hospital because of their addiction to instant messaging and cell phones, the parents should have restricted cell phone and internet use.
It is also necessary to make sure that children and teenagers do not dedicate themselves exclusively to wallpapers, ringtones and cell phone games, but also concentrate on school, friends and other non-digital activities. Nevertheless, cell phone games can be a nice pastime for boring moments in the car or while waiting for the bus, and in addition, the parents’ nerves are calmed. It should be made sure however that children do not pour their money down the drain by accidentally subscribing to cell phone games, but to download their mobile games at reputable sites.
The issue security is the standard argument of the advocates. The child can call when he/she is late, and can thus prevent parents from getting nervous while waiting for the offspring. In case of an emergency, children can call for help, or when they missed the bus, children can ask their parents to pick them up. In my opinion, this the most substantial argument in favor of a “children’s cell phone”.
The issues peer pressure and group identity should not be ignored either. For children and teenagers it is extremely important to belong to the group, and if everybody in class already possesses a cell phone they want one as well. Some people say that is no problem: the self confidence of the child should be strengthened etc. Depending on how strong the peer pressure is, one should wonder if it is not easier for the child to also possess a cell phone, perhaps with restrictions or with compromise.

From my point of view, there is no clear answer to the question if children should possess a cell phone or not. It depends on the circumstances and the degree of indepence and maturity of the child. The decision is up to the parents. Because who knows their offspring better than the parents?

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The Issue of Cell Phone Radiation: Harmful or Harmless?

Lena — Fri, 20 Jun 2008 11:34:19 +0000

Noone knows what to believe when it comes to the issue of cell phone radiation. One study proves cell phones to be completely harmless, and the other that they are very harmful. The cell phone user is completely confused, hopes for the best, and just keeps on using the cell phone.
A group of researchers of the medical university of Vienna found out that cell phone radiation can cause cancer. That was in the year 2005. Now it is known that fake data had been used and thus, the study did not provide any valid results.
The researchers of another study carried out in five different countries concluded that cell phones can cause cancer by no means. The headline of the Süddeutsche Zeitung (a German newspaper) however, was announcing the opposite by using a nonrelevant partial result of the study as a proof.
A Danish study with 420.000 participants found out that the radiation does not cause cancer. The researchers however stated that their findings cannot automatically be applied to people talking on the phone excessively.
In another study, Swedish researchers came to the conclusion that cell phone radiation leads to sleep disorder. However, it was not mentioned that the extension of the time needed for falling asleep was nearly insignificant, and that the tests did not mirror the general public’s normal cell phone use. Another weakness of the study: Only 71 test persons took part in the study.
Finally, there is a new study that has been carried out for the last six years by the Federal Office for Radiation Protection. This new study seems to be reliable.The conclusion of the study is that cell phone radiation is harmless. The researchers however still warn parents of exposing their children to it.
The problem of all these studies is that there are no cell phone users who have been using their precious mobile device for 30 - 40 years. Thus, noone knows if cell phones can cause long-term damage. Nevertheless, when comparing the results of all studies, it becomes obvious that those studies that prove cell phones to be harmful are either misinterpreted, distorted or not representative, and the others that did not prove any harmfulness are not applicable to all people and all situations, but at least show that there is no acute risk. Despite the study chaos that at least for me does not provide a clear point of view, I will keep on using my cell phone. The point is, a hot ear after talking on the phone is NO evidence for just having roasted your brain with the help of micro waves. The hot ear is just caused by the battery that heats up when in use. So, I’d say wait and see, and keep on talking on the phone!!

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Will Cuba Soon Be in Cell Phone Frenzy??

Lena — Fri, 13 Jun 2008 10:31:46 +0000

Since Fidel Castro is not president anymore, some things have changed under his brother Rául Castro. Cubans are now allowed to buy computers, TV sets, and video recorders. These devices have to be paid with the Cuban foreign exchange currency Peso Convertible which is 24 times more expensive than the normal currency. A DVD player costs the same amount of money that the majority of the population earns within half a year. Cell phones are not any longer reserved to high-ranking government officials and foreigners, but are accessable to everybody, independent of position or origin. The problem of this nice, new concept of freedom is that cell phones, too, are far too expensive for most of the Cubans. The cheapest cell phone costs 65 dollars, the allocation of a number 120 dollars, and the cheapest pre-paid card 11 dollars. Thus, a potential cell phone owner has first to fork out 196 dollars before talking on the phone can be enjoyed. Since the average monthly salary is approximately 17 dollars, one can imagine how many Cubans will stroll around in the future talking on the phone.
Bush - whom we will all remember as an exceptional advocate of human rights - announced that from now on, US citizens will be allowed to give cell phone presents to Cubans. The existing embargo will be eased significantly in this respect. The fact that this has not been initiated just because Bush was so worried about the poor restricted Cubans becomes clear when considering that these cell phones cannot work unless the Cuban mobile phone service provider Cubacel activate them. Conflicts with disappointed cell phone owners are likely if Castro does not give in. According to Reuters, Bush’s provocative comment was: “If Rául is serious about his so-called reforms, he will allow these phones to reach the Cuban people”. If this is going to promote the “friendship” between the two leaders is questionable. I am curious how this story is going to end. Rául Castro does not want to leave control to others. This becomes clear when looking at the way the regime deals with freedom of opinion and expression, and critique concerning the system. At the moment, just a few Cubans have access to the internet, and they can just access censored websites, and would have to face sanctions if they authored articles critiquing the system. Thus, it is clear that internet via cell phone is subject to the same restrictions.
Lots of time will elapse until the cell phone in Cuba is as indispensable as in Germany where life without it seems to be impossible. The first step, however, has already been taken: Everybody in Cuba is allowed to own a cell phone. Hopefully, the next step - inexpensive cell phones available to everybody- will be taken soon, and that step 3, freedom of opinion and expression on the internet, will follow. Viva la libertad!

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The Cell Phone With Its Endless Technical Gimmicks And Marketing Possibilities - And Who Is Thinking Of Our Nerves?

Lena — Wed, 04 Jun 2008 11:04:54 +0000

Cell phone and music. Even though ringtone purchases are on the decline, companies are pondering eagerly how to combine cell phones and music most profitably. Apart from unspectacular ideas like convincing teenagers via popular tv series that they need at least 5 different ringtones in order to know right at the first beep which one of their best friends is calling, there are also some innovative concepts. Companies agree anyway that cell phone users will compose their ringtones on their own, or will just use their favorite song in the future. Consequently, the Turkish wireless company Turkcell has recently discovered the ringback tone as a means of advertising. The caller receives the advertising message, while waiting for the friend to pick up the phone. He/She is even rewarded for listening to the advertising message. The longer he/she is listening the more free minutes he/she will receive at the end of the month. Actually, a good idea, but very annoying when you have to reach someone who does not answer the phone over a longer period of time. These people will probably be cursing the advertising messages after some time with or without free minutes. On the other hand, if collecting free minutes pays off, and people have a real benefit from the advertising messages, the concept may have a promising future.

Another possibility the music industry has discovered is push ringtones. That is the caller decides what ringtone the called person has to listen to. If the one called likes the ringtone, the tone can be purchased by just pressing a button. One, however, wonders if it is a good idea to first make people spend money on relatively expensive ringtones and then give the right to decide on the ringtone to the caller. In addition, I am sure that there are some extremely funny people in the world that will use exactly the one song that you hate most. That would really make me mad! Another problem is that you will never know if your cell phone is ringing or the one of another person. Because after all, you don’t know the ringtone beforehand. In this case, there will be two possible scenarios: People either react to every beep, and start rummaging around in their purse hectically, or they do not answer the phone at all anymore because they assume that it is the cell phone of someone else.

But this is not all: In the future, digital business cards in the form of small videos are supposed to start and end a call. Instead of answering the phone by saying “yes”, you first send a small video back, and only then the traditional conversation is started. The same procedure is happening when saying goodbye: little videos back and forth. The US is said to already offer this service, but it is not yet very popular. I am skeptical about this video concept as well since I would definitely not feel like watching little videos - that are just about showmanship - every time I call someone. This concept sounds a lot like a complication of the act of calling. I have the impression that companies sometimes forget how annoying some of the new marketing and commercialization concepts can be for a cell phone user.

Conclusion: Interesting approaches, but with regard to the nerves of the cell phone users the actual realization of these concepts should be worked over a little bit.

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SIM Card Exchange As a Measure Against Data Retention?

Lena — Fri, 30 May 2008 10:40:42 +0000

The Arbeitskreis Vorratsdatenspeicherung (German Working Group on Data Retention) is fighting against the new law on telecommunications data retention in Germany which came into force on January 1st, 2008. The working group organizes specific activities and events that are supposed to make the data retention impossible. At the beginning of 2008, they organized a SIM card exchange. The purpose was to receive the SIM card of someone else (requirements: 10 Euros balance and no SIM lock) in order not to have your registration data match the registration data of the SIM card. The idea behind it is to give people the possibility of talking on the phone anonymously. One wonders, however, if that is really a good idea, and if time and effort and usefulness balance each other. Firstly, you have to inform all of your friends about the new number, and then you hope that your exchange partner had the same idea. If not, lots of undesired calls made by unknown people will reach your cell phone. In addition, you do not have the possibility of using the services of your provider anymore, since you are not able to identify yourself, and the provider has to stick to the data protection regulations.

There can also be more serious consequences if the new owner misuses the SIM card. When used in criminal offenses, the one who signed the contract with the provider, risks being accused of assistance, since the contract continues to be in effect, and thus one is liable for misuse. That is the reason why the exchange has been stopped for the time being. There is, nevertheless, the plan to organize another exchange when better security measures will have been taken. How this is supposed to work out, nobody knows…

On the 31st May, 2008, a nationwide day of action is going to take place. The motto is “Freedom Instead of Fear - For The Fundamental Rights”. Among other things, they are going to distribute pseudoregistered SIM cards in many cities (they ask for a small donation in return) in order to make possible anonymous conversations on the cell phone. One wonders why they put so much effort in this project, since the identification of the one talking on the phone is still possible through the device number of the cell phone, independent of the SIM card. In addition, just call data - that is time of the call, duration etc. - is stored for half a year, no conversation content! People divulge so much data and information thoughtlessly on so my occasions that my personal opinion is to keep the storage of data, and thus, have the possibility of using it for resolving crimes and catching terrorists. Before taking action against a law that can be of great benefit for society, people should first be educated about how to deal with their own data. They leave information that everybody can access, and let their data legally be transferred without knowing whereto. Remember for example StudiVZ and Payback card.

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Commercial Messages Via Cell Phone - Are We Okay With That?

Lena — Tue, 27 May 2008 09:56:32 +0000

The marketing industry always finds new ways of informing potential customers about new products and innovative services. Right now, advertising via bluetooth is a hot topic. Lately, more and more companies have been using this technology: Via billboards and a bluetooth hotspot, SMS or downloads are sent right to the cell phones of passengers. However, this just works out, if the bluetooth function of the cell phone is activated.

Sometimes one wonders how bold and unabashed some of these advertising messages are! An Australian marketing company was in charge of the marketing campaign for the next Big Brother season. Since the name of the reality show is “Big Brother” they chose it as well as a motto for the campaign. At different busstops they attached bluetooth senders that sent two different messages to the passengers’ cell phones. The first message said: “I can see you. You are at the busstop XY”, and the second message 30 seconds later informed about the next episode of Big Brother. The aim of shocking people for advertising purposes is rather questionable. Apart from the fact that probably some people were really alarmed (among other things because of numerous films that play with situations like that), unwanted spamming with whatever information is definitely NOT the right way to promote products.

But even if there are some black sheep among the advertising companies, there are as well others who know how to use this new technology in an adequate way: In Cologne, an online music store put a billboard on a central place where people could download the new song of Nelly Furtado for free. People who had their bluetooth function activated received a message that said that there is a download for them. Others had the opportunity to activate bluetooth temporarily in order to profit from the download as they had been informed by the billboard. This is the right way! I as well would download an mp3 that is free of charge if I have the possiblity of deciding on my own. I would be furious, however, if I received unwanted spam with shock effect. In my opinion, successful cell phone advertising depends on two factors: Firstly, if people are ready to receive advertising on their cell phone, and secondly, if the advertising is relevant to the customers; if we are talking about valuable information, coupons or interesting downloads or if it is just spamming.

Positive feedback was given to the advertising campaign of the Allianz Arena, Munich. There, people were first asked by SMS if they were interested in cell phone specials. If not, they were just left alone. The videos and pictures were not only well received, but to some extend forwarded to friends. Thus, the advertising effect was multiplied without further effort on the part of the Allianz Arena.

In this case as well, just people with activated bluetooth could be reached, but in my opinion this is a positive side effect: Who just wants to be left alone has the opportunity to avoid this advertising hype very easily, and if the marketing company worries about people missing their valuable advertising information they can inform people via billboards about it.

Generally, it is always better to deactivate bluetooth and just to turn it on if necessary, since hackers are able to reprogram hotspots so that instead of harmless texts or downloads, viruses are sent to your cell phone. It is also possible to hack your cell phone via laptop very easily if bluetooth is activated. Of course, deactivation does not help if you activate bluetooth specifically at a hacked hotspot, but an element of risk always remains. On the internet, a virus scan does not protect you against 100% of viruses either. Deactivation, however, helps against receiving viruses or spyware without having any idea that something is sent to your cellphone.

Conclusion: Advertising via bluetooth has a great potential if used in a professional way. The customer should have a benefit from it, and, in addition, everybody should be able to decide on his/her own if cell phone advertising is desired, since the question whether this way of advertising is practical and easy or just a violation of privacy is linked closely to the subjective opinion of the individual!

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The results of the first round of Google’s Android Developer Challenge are announced

Valérie — Fri, 16 May 2008 11:14:59 +0000

On the second weekend in May, Google announced the winners of the first round of the Android Developer Challenge. Among approximately 1800 projects 50 were chosen. They awarded mobile applications that were convincing in terms of innovation, originality and usefulness. Among the semifinalists was Zelfi with the interactive gaming platform JOYity.

At the end of Juli, after the second round, 20 finalists will be awarded for the enhancement of their application. They will receive a prize of in total 3.75 million dollars. Thus, a very good reason for putting much effort in the applications to optimize them.

These are the semifinalists and their applications:

AndroidScan - Jeffrey Sharkey

Beetaun - Sergey Gritsyuk and Dmitri Shipilov

BioWallet - Jose Luis Huertas Fernandez

BreadCrumbz - Amos Yoffe

CallACab - Konrad Huebner and Henning Boeger

City Slikkers - PoroCity Media and Virtual Logic Systems

Commandro - Alex Pisarev, Andrey Tapekha

Cooking Capsules - Mary Ann Cotter and Muthuselvam Ramadoss

Diggin - Daniel Johansson, Aramis Waernbaum, Andreas Hedin

Dyno - Virachat Boondharigaputra

e-ventr - Michael Zitzelsberger

Eco2go - Taneem Talukdar, Gary Pong, Jeff Kao and Robert Lam

Em-Radar - Jack Kwok

fingerprint - Robert Mickle

FreeFamilyWatch - Navee Technologies LLC

goCart - Rylan Barnes

GolfPlay - Inizziativa Networks

gWalk - Prof. Dr.-Ing. Klaus ten Hagen, Christian Klinger, Marko Modsching, Rene Scholze

HandWx - Weathertop Consulting LLC

IMEasy - Yan Shi

Jigsaw - Mikhail Ksenzov

JOYity - Zelfi AG

LifeAware - Gregory Moore, Aaron L. Obrien, Jawad Akhtar

Locale - Clare Bayley, Christina Wright, Jasper Lin, Carter Jernigan

LReady Emergency Manager - Chris Hulls, Dilpreet Singh, Luis Carvalho, Phuong Nguyen

Marvin - Pontier Laurent

Mobeedo - Sengaro GmbH

Multiple Facets Instant Messenger - Virgil Dobjanschi

MyCloset - Mamoru Tokashiki

PedNav - RouteMe2 Technologies Inc.

Phonebook 2.0 - Voxmobili

PicSay - Eric Wijngaard

PiggyBack - Christophe Petit and Sebastien Petit

Pocket Journey - Anthony Stevens and Rosie Pongracz

Rayfarla - Stephen Oldmeadow

Safety Net - Michael DeJadon

SocialMonster - Ben Siu-Lung Hui and Tommy Ng

SplashPlay

Sustain- Keeping Your Social Network Alive - Niraj Swami

SynchroSpot - Shaun Terry

Talkplay - Sung Suh Park

Teradesk - José Augusto Athayde Ferrarini

The Weather Channel for Android - The Weather Channel Interactive Inc.

TuneWiki - TuneWiki Inc.

Wikitude-the Mobile Travel Guide - Philipp Breuss

Writing Pad - ShapeWriter Inc.

First and foremost, there are games that take advantage of cell phone tracking via GPS. Especially interesting in this context is the combination of different features from the fields gaming and social networking. Some of the game titels do not offer any information on the applications themselves. Thus, let’s look forward to finding out what applications belong to the cryptic names.

It is remarkable that relatively few companies qualified for the second round. In addition, just 46 names of the 50 winners of the first round have been announced. The names of 4 misterious participants are still unknown to the public. Obviously, these 4 want to work on their applications without anybody knowing about it. This makes the second part of the challenge even more thrilling.

A short presentation of the individual applications is available on http://code.google.com/android/images/adc1r1_deck.pdf.

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