Within the Internet world we see one example after the other of successful services that manage to utilise viral marketing and distribution, and many times in combination with a sophisticated PR strategy. We also see examples of services that seem to take off by themselves mainly due to accidentally good timing and due to that the service gives an exceptionally good user experience or something unique. Working in the mobile space I have long been quite envious of the speed by which new services can reach new users within the PC-environment. We have struggled so hard trying to get a decent take up of new mobile services, but to be honest with limited success.
Viral marketing is in essence quite simple in theory, but in reality not that easy to achieve. The key is that there has to be a value for the individual to give and for the receiving party to receive. It also has to be easy and possible to give and receive. Regarding distribution of services that are expected to be used frequently, then the efficiency in distribution becomes even stronger when there is a mutual value for both parties that the services are used. This leads to limited churn as individuals then encourage each other to continue using the services. One example of this is the area of communication services, such as the IP-telephony service Skype.
Looking at barriers to viral marketing and distribution, comparing the mobile environment with ordinary Internet services, huge differences can be seen. The value for giving and receiving services may not be so different, but when it comes if it’s easy or even possible to share digital content mobile to mobile is quite a different story. On the PC sharing a link, a program, a movie etc is more or less just a few clicks away. On the mobile you need to take many other considerations into account. Does the receiver have a device that can use the service, do I even know what device she has, does she have the same operator, does she have the correct settings etc. Even if the answers to all these questions are positive, which may happen in some rare cases, just needing to even being worried about them have most probably discouraged the giver enough not to even try.
But do not let the present situation stop us from further exploring the opportunities. To distribute content freely mobile to mobile does hold one of the most interesting potentials and new forces of the Internet. Once the barriers to sharing content freely mobile to mobile an even faster viral distribution can expected compared to the present PC experience, as: there are about four times as many mobile phones as PCs; the phones are always on and they are personal and the phone is always accompanying the user. The UMI concept holds the potential to overcome the barriers to mobile viral distribution and doing so before any standardised and universal mobile operating system is agreed upon. Some basic success factors for mobile viral distribution are:
- Creating value for the giver
- Creating value for the receiver
- Additional value for the giver if the services is used by the receiver
- Notification to giver that the service given is used
- Distribution independent of what device the receiver has
- Distribution independent of what operator the receiver has
- Services are easy to down load, install, find and use
- That content and services are free or initially for free