Notes from RRW Mobile Summit

By Ed

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| Published: May 8, 2010

Game Mechanics

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Is Badging or points necessary?
When badges are prolific they lose their value. ”Oh man, another badge application.”
“Badgification” of the internet.” Industry of Excess.
Games are “social signaling”
Advertising has always been a game. Message substitution & response.
What about the ability to trade up to another team?
Badgeville
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- a company that brings a badge platform to brands
Reputation management. Check ebay and WOW as model on fair user policing
Collective Badge – Everyone shows up at one place. If you get at least 50 people, then you call get a special badge. Flash mob with mobile.
Network effect coming to Foursquare. Last year, there were 6 people check-in at a Giant’s Baseball game in San Francisco. This year, there was 60. Next year? 200? The year after that?
FourSquare has conflict and no conflict mechanics. Everyone can get a superuser badge but only one person can be the mayor
hunch
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venture chronicles
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LBS & Advertising:

Areas of high dwell times
Need to flip the ad models to work. Media buy guys are 27 year olds working at places like Olgivy who look at spreadsheets mapping volume, thousands of impressions, and don’t care or understand about location targeting. Square peg, Round hole.
Billboard guys don’t want any smart intelligence revealing true impressions. The metics of CPM are outdated but the industry does not want to mess with it.
Tech company pitched to demonstrate that they could measure exact the number of engagements an outdoor sign would receive. It would show that there are more impressions during 3pm in the afternoon. The sign company didn’t want to hear it because it would also show that no one is watching at 2am. Who would buy advertising at that time?
Traditional model supports making money by blanket campaigns.
Skyhook even offered free trials onto their platform for targeting advertising. No one would accept.
Reachlocal (trying)
SnackSquare
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(shows specials on foursquare)
Fake Mayor (an app that fakes being the mayor of a place to get the special)
echoecho
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. Where are you? Here’s where I am.
There is value in the location trail (information trail)
People don’t care about where you are. They care about the information about the place. The information trail regardless of people. tips.
Virtual Social networks. Adhoc and temporary based on location
“Check-in” is just a transition to “what do we do now?” What’s the larger service. (For example, 3000 people check-in to a Giant’s Baseball game. Can you then create optional experiences for those 3000 people? Fantasy Baseball, questionnaires, gamboling? What’s the business on top?
Pure location is noise
Zagat with FourSquare. If you friend us on FourSquare, you get xyz

Interesting companies to check out. Speed Geeking session:

Yapper – Another fill-in the webform and get a iphone app in 30 min
Geodellic – A platform for businesses to go mobile without the work
MogoTix
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- A simple way to do ticketing. Couple guys.
Burbn
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- Impressive one man shop doing social network on mobile
Stalqer
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- scary cool.