AdMob Nails Universal Mobile Advertising via the iPhone

Earlier in the week, I wrote about how AdMob, Google and Developers seem best poised to monetize iPhone Apps ...instead of Apple. Now AdMob is demonstrating that monetization can uniformly move beyond Applications and across all of the browsing / web-based utilities that the iPhone enables. AdMob has released a suite of iPhone specific real estate / ad units - and the interactivity is far better than the mobile text ads that are rendered through the Blackberry, sit across many sites and/or are used by Applications like Sports Tap (who uses Google). The question is how much rich inventory currently exists for these formats? Asking advertisers to produce a new 'standard' of creatives is always difficult and a potential bottleneck.

I love AdMob's approach: universally release the new ad units and showcase the formats in a simple, well presented video that coincides with MobileBeat 2008. I am excited about the innovations coming out of AdMob and companies like Twitterific and the New York Times who are creatively integrating ads into their popular iPhone applications.

Who is Monetizing the Free iPhone Apps? Google, AdMob, Developers - But Not Apple

I believe that most of the content-based iPhone applications are going to be free over time... and early indications are that this is the case with top free apps include the New York Times, Wordpress, Twitterific, Sports Tap, Jott, etc subscribing huge numbers of new users and downloads.

But as free becomes more prevalent on Apple's App Platform, it's early business model starts to crumble. The premise is that developers charge for downloads and Apple takes a cut of each purchase; but developers are doing two things that jeopardize that model:

1) justifying the apps and 'free' distribution as an effective lever for user acquisition. Jott and other brands are experiencing huge recognition and user-growth.

2) monetizing the app with-in-application advertising.

The latter point is fascinating because it cuts Apple out of the direct monetization path. Here are three prominent free applications and their in-app monetization:

SportsTap has a persisent Google Mobile ad atop each 'page'. Notably, I've missed clicked the remarkably-small "home" icon and accidentally made SportsTap a fair amount of AdSense revenue.

Twitterific introduces ads inline among the message stream. The ad unit seems to be built and sold in-house. It's good looking and says "Ads via the Deck".

New York Times also seems to be selling in-house ads that are colorful and persistent on the bottom of each article page. No ads appear on the home screen or category screens.

So who wins here? It's a major platform for AdMob to extend their mobile advertising reach and for Google Mobile to make a serious splash. Google has struggled to win mobile thus far but could hypothetically increase publisher payouts to win real estate being opened via the iPhone (akin to how Yahoo tried to win real estate during the Yahoo Publisher launch). The ad formats aren't (yet) standard, so I also suspect we will see a significant amount of ads sold in-house by the major players... similarly, I don't suspect there will be huge ad variety in the short term (inventory and quantity of advertisers does not yet match the available real estate).

But what will Apple do? Clearly the platform growth is important and beneficial... but as Google, AdMob and Developers monetize their applications, you can bet that Apple will try to figure out how to get in that stream.

The iPhone 3G is Game-Changing; Game-Ending for Google Android, Blackberry?

I'm likely not stating anything revolutionary here, but it is worth noting that what Jobs and Apple have built with the iPhone 3G is revolutionary. I traded my Blackberry in for the iPhone two days ago now (reactions are here) and the phone itself isn't the revolutionary aspect - it's the platform. I continue to be blown away by the Application platform and store that Apple released. The quality of content and innovation being put out by developers is remarkable (and we've just scratched the surface) - and both the developers and Apple's iPhone SDK / Dev Center are to thank for that. The available libraries are rich and developers are putting them to use effectively and rapidly.

And Apple's ability to leverage iTunes as a distribution lever for the App Store is immensely powerful. How can Google Android and Blackberry compete? Assume that their platform is equally robust and useful... there is a significant first mover advantage here and neither has the distribution platform that iTunes has. Will developers with already-hot iPhone apps choose to build on a new platform / library, or will they find ways to take advantage of their iPhone success with new versions and apps? And, considering their business focus, Blackberry will struggle with consumer applications... which happen to account for a large percentage of iPhone's current top paid and free apps. Meanwhile, it is yet to be seen what time of user Android will appeal to... and I don't expect that developers will dedicate resources without first understanding Android's size and type of userbase.

On a different note, I am not convinced consumers fully appreciate what Apple and the developers have put together... just two weeks after launch. Let's use the New York Times application as an example. It's a glossy, good-looking front-door to the New York Times that dynamically updates itself and allows readers to access news by category, popularity, photos, etc. And on the 3G network - it makes reading a (fast) joy.

It's the #1 'news' application and the 21st most popular free application. Oh yeah - it's 100% free. It has 239 reviews. The average rating is 2.5 stars.

Wait a second... The New York Times is giving away their newspaper in a gorgeous, routinely-updated application that sits on your phone's 'desktop' and is 100% free? And it can be downloaded over the AT&T network in a matter of seconds? And people are rating this a 2.5? Sure - the app can be improved and there are tweaks that should (and will) be made... but think about what was available two weeks ago. To read the NYT, you had to buy the paper, check your email or visit www.newyorktimes.com. Remarkable stuff is going on and the levels of innovation are eye-opening.

Half.com has Replaced Craigslist, eBay and Kijiji for my Online Selling

Half.com is oft-overlooked in the landscape of consumer-to-consumer commerce. Most people talk about eBay, Craigslist, Kijiji and Amazon... but forget about eBay's fixed-price powerhouse: Half.com. Honestly, I'm guilty of overlooking Half.com myself - even though one of my first jobs at eBay was running the Half.com affiliate program... but I've used Half.com over the last couple weeks to unload some old DVDs and video games and it's been tremendously effective. In fact, I posted listing on Craigslist, Kijiji and Half.com - and Half has been the most effective in terms of:

- listing efficiency and ease - number of inquiries and sales - speed of sales - value per sale

Nothing else really matters right?!

But here is why Half.com is so impressive: it's dead simple to list. My biggest pain point with Craigslist and eBay (in particular) is how time consuming they are. The effort is front-loaded with eBay (listing takes way too long) and the effort is back-loaded with classifieds sites (dealing with email inquiries, phone calls and visitors).

With Half.com, you enter the ISBN or UPC and that's it. Half suggests a price - you either agree or set your own price. Within hours from listing I had made a couple sales and was completely satisfied. I might be in the minority, but I'd rather list and sell efficiently than spend significantly more time for slightly more value... that said, I found that Half.com delivered greater buyer demand the sales prices were actually greater than those offered via Craigslist.

So there you have it: I have become a Half.com seller and an Amazon buyer. The connection between Half.com and Amazon is more than their roots in books: they are driven by simplicity and efficiency.

You'll notice that Half.com is a seasonal business (August and January) - that is because Half.com is dominant in textbooks (a really unique market considering the high costs, numerous volumes, and single-semester life-cycle). Consequently, Half's big business is done in back-to-school seasons (August is fall semester and January marks second semester).

Confessions of a Blackberry Addict - I've Moved to the iPhone 3G

About a month ago, I wrote "Why I’m Turning in my Blackberry for an iPhone 3G" and it made its way onto Techmeme. The feedback I've received via comments and emails is generally of individual contention. Like me, people are conflicted about the turning in their trusty blackberries for an iPhone. Just today, a reader turned in his new iPhone 3G for his old blackbbery:

max Says: i just returned my iphone. you cannot search, you cannot copy and paste and if you get 100+ emails a day it drives you mad.

also i travel a lot and the data usage of this phone is crazy. it downloads every attachment first, even when I forward it without reading it… the blackberry has by far the most sophisticated push system out there and it is also push for GMAIL and virtually any other pop application.

If you know me, you know that I am a blackberry addict. I have a Blackberry Curve (the fourth Blackberry version I've owned) and I can type on it nearly as fast as I can on my laptop. I know the interface inside and out. I recognized that the iPhone likely cannot replace (or come close) to my Blackberry in terms of reading and delivering emails... but my attraction it is the new App Platform - which is truly-game changing. And as someone who works in the widget space (Widgetbox), I feel awkward carrying a Blackberry and not being a part of it.

So I bought the iPhone 3G yesterday morning and, after hours of arguing with various AT&T customer support employees, I was able to keep my old phone number. Here is my quick review in rambling format:

- I was immediately struck by how fast the network is. It turns the iPhone into a truly mobile internet browser - and while the iPhone can't keep up with writing content, it makes digesting web content easy and enjoyable. Safari and multi-tabbed browsing are enough to convert me... it killed me that I couldn't open multiple browsers on the Blackberry.

- Apple's App Store is really well done... but they are going to struggle with the shopping / finding experience as inventory continues to grow. Browsing outside of the top 25 apps is just plain difficult.

- The quality of the Apps is *very* impressive. People's ability and willingness to develop innovative apps that are sometimes useful and often useless-but-fun is exactly why I moved to the iPhone. And the apps are only going to improve over time. It's obvious that some companies rushed out content (ie New York Times), but I am certain that the NYT and others will recognize the early success and improve.

- Google NEEDS to get in the game. Their hybrid web-apps for Gtalk and GMail leave me yearning for my Blackberry.

- The much-touted sensor that moves the screen from vertical to wide-screen is very funky and rarely works properly. I assume that will be fixed in a software upgrade.

- Apple's packing is elegant (expected)... but the unwillingness to include a real charger is ludicrous. The charger is cheap and really just a short USB data cable.

- I am struggling with typing, but slowly improving. My biggest complaint is that the UI makes typing symbols cumbersome and confusing. I miss the Blackberry's ability to shift and control each key.

- The contacts UI is poorly done. When you have hundreds of contacts, it's rather painful to scroll through the users / alphabet or bring up the typing box. I really miss the Blackberry's hot-keys - where you can program keys for auto-dialing. I'd love to add contacts as icons to the home screen.

- And Max is dead-on: it's unbelievable that there is no search functionality or copy / pasting. Makes zero sense.

Selfishly, I'm Glad Jason Calacanis 'Retired' From Blogging

About a week ago, web 2.0 celebrity / guru Jason Calacanis "officially" announced his retirement from blogging. Most of the blogosphere reaction was that the supposed retirement was either a hoax or a ploy to generate Mahalo buzz:

Starting today all of my thoughts will be reserved for a new medium. Something smaller, something more intimate, and something very personal: an email list. Today the email list has about 600 members, I'm going to cut it off when it reaches 750. Frankly, that's enough more than enough people to have a conversation with. I'm going to try and build a deeper relationship with fewer people--try to get back to my roots.

I found it a little strange that Jason would retire from blogging (despite remaining so active via Twitter, FriendFeed, email and so forth)... but he's really wow'ed me with the quality of content that he's published via the email DL. In a few days, he's delivered rich, thoughtful analysis and news:

- The Fallout (from the load out - How to Generate Feedback for Your Startup (three simple ideas) - How to host an amazing conference - The Dark Knight Reviewed - Quick hits: Party tonight in Santa Monica

If Jason retired in part from blogging to lighten his work load (blogging is hard work)... I think he may have to slow down on the emails. He's now delivered an article a day and each is very good and very lengthy - so he's setting some high expectations!

The "How to generate feedback for your startup" newsletter is nearly 2,000 words (though 1,000 or so are selected user comments) and there aren't many better people to learn scrappy, web 2.0 marketing tips from.

I enjoyed reading Jason's blog... but I'm selfishly enjoying these emails (and the user responses) more.

InGameNow Launches Post via Gtalk and AOL Instant Messanger

InGameNow formally launched two weeks ago - giving sports fans the ability to receive real-time scores, analysis and rumors via mobile, web and instant messenger. Today, InGameNow has launched an important new feature: the ability to post directly from GTalk and AOL Instant Messenger (AIM). So if you're on the go, you can now receive and send sports alerts from your iPhone (or iPhone 3G if you're lucky!), Blackberry, and instant messenger clients.

InGameNow: Twitter for Sports

To receive InGameNow alerts via instant messenger or email:

- register at www.ingamenow.com... it's free - go to the "My Preferences" page... linked atop each page - select whether to receive alerts for your favorite teams, users and/or the entire network - insert your Gtalk or AIM user-id into the form - add "ingamenow@gmail.com" or "ingamenow" to your GTalk or AIM buddy list respectively

That's it. Now you'll never miss a score or a rumor. And you'll never have a reason not to interact with other sports fans.

Techmeme: Now Gadgets, Page A1. Watch Out Engadget!

Yesterday, I wrote about how Techmeme's Leaderboard is shifting dramatically and both the analysis and reader feedback suggested that the biggest risers on Techmeme have been gadget blogs - specifically Apple and mobile blogs.

Robert Scoble left a great comment:

"I think some of that is rubbing off on Techmeme, too, but really, it’s due to the lack of interesting stories. Honestly, tell me three stories that have come out in the past month that got you excited. iPhone? Yes. What else?"

Susan Mernit then chimed in:

"I’m still a techmeme fan, though I bemoan that 60% of it is device and product news that I can get elsewhere and don’t find as interesting as the more narrow world of structured and unstructured data, search, community, social media, and so on…Seeing people like Louis Gray hit the list is thrilling because my own interest is in going beyond breaking news to analysis and reflection and Louis does that so well."

So here's Techmeme's current homepage. I've shaded gadget articles in red and tech news in blue. Sure the timing (namely iPhone's recent launch) might tilt the results here, but Apple doesn't dominate the page. News from XBox, Blackberry, and Google fill up much of the homepage.

So is Techmeme, whose current tagline is "Tech Web, Page A1", becoming Techmeme: "Gadgets, Page A1"? Watch out Engadget!

Techmeme's Leaderboard is Shifting: Nearly 1/3rd of Leaderboard is New

I've analyzed Techeme's Leaderboard several times before (headlines vs. discussions, 'presence' vs. pageviews, etc) and thought it would be worthwhile to understand movement within the leaderboard.

I compared Techmeme's Leaderboard on May 14 vs. today's current Leaderboard (July 12). Techmeme ranks their top 100 blogs by "Presence", the percentage of headline space a source occupies over the 30-day period. The results are fascinating.

First, Techmeme's head has gotten less powerful. TechCrunch represented 8.05% of Techmeme's headlines on May 14th and fell to 7.55% two months later... the 7th largest gain during that period. Techmeme's top 10 sources represented 31% of all headlines two months ago and now account for 29%.

Only two of Techmeme's top 10 sources grew during that period: Silicon Alley Insider and the New York Times. In fact, five of the top ten sources saw the largest total drops:

Techcrunch (#1 on May 14, #1 on July 12): -0.49% ; seventh largest fall Wall Street Journal (#8 in May, #18 in July): -0.61%, fifth largest fall ArsTechnica (#6 in May, #8 in July): -0.79%; third largest fall Between the Lines (#9 in May, #23 in July): -0.82%; second largest fall ReadWrite Web (#4 in May, #7 in July) - 1.03% ; largest fall

Techmeme's Leaderboard ranked by biggest period-over-period change in 'presence':

Techmeme is often criticized for being too reliant on the major blogs... but their Leaderboard's shifting content providers suggests that either:

- Techmeme's algorithm is giving greater credibility to new / small sources, and/or - great content is coming from new / small blogs

Over the last two months, nearly 1/3rd of Techmeme's Leaderboard has turned over: there are 27 new blogs within Techmeme's top 100. The flip side of the argument, however, is that the largest gainers during this two month period are prominent sources and big brands:

Source / Net Gain NewTeeVee +43 Financial Times +43 San Francisco Chronicle +42 CenterNetworks +33 Tech Trader Daily +31 Download Squad +25 MacRumors +24 Infinite Loop +24 Valleywag +23 AppleInsider +22 Washington Post +22 A VC +15 Lifehacker +14 Mashable! +11 PC World +11 Apple 2.0 +10 Futuristic Play +10 Engadget +9

Techmeme's Leaderboard compared from May 14 to July 12: