April 7th - Mobile Gaming and Advergaming Wrap Up!
Well the re-invigorated Mobile Monday Melbourne for 2008 was a hit! We’ve had some extremely positive feedback and can confirm that MoMoMelb is definitely back for 2008! We were amazed at the turn-out with over 30 people in attendance, ranging from start-ups and carriers to those just curious about what this whole mobile industry is all about. 
Pics are on Flickr
Many thanks to the Horse Bazaar for providing such a splendid venue for the evening, everyone had a great view of the panel and the sound quality and lighting were superb.
The panellists for the evening proved a lively lot and the topic was a trigger for some interesting debate:
We heard from Michael Padden how Big Pond is supporting the emerging mobile content industry through the introduction of a web content tab and 3rd Party approved sites in the Big Pond mobile portal. Although it’s agreed that real-estate positioning on the portal is an issue this is a great leap forward for those who have carrier relations as part of their strategy. To find out more about Big Pond’s 3rd party approved sites contact Andrew Pavlou Content Business Development manager for Big Pond.
Robert Murray showcased some of their incredible works including Mega Monster and Need for Speed he also discussed his thoughts on Next Generation gaming and how mobile devices will being to evolve incorporating new user interfaces including the rise of touch screens and that the future of mobile game concepts could be lead by these innovations. Robert also highlighted that in mobile it’s important to focus and specialise in a particular niche area of development and not try and be everything to everyone.
Che Metcalfe showcased his latest initiative PodMo, a free Bluetooth mobile content distribution network currently being trialled in South Australia. Che revealed how PodMo has been born out of his frustrations with the industry towards that of billing systems and off-deck data charging, in some instances as high as $15 per megabyte. Che also discussed the issues surrounding porting of mobile games and clients often unrealistic expectations on the associated costs with mobile gaming.
Perhaps one of the most telling highlights of the night on where the industry is headed was Anthony Mansour’s revelation that ad-funded mobile gaming is already here and recent mobile game initiatives launched by companies like Burger King involve specific mobile games build around the brand. Anthony also discussed his thoughts on how advertisers need to look at games as a way of rewarding consumers and delivering their brand message in new and innovative ways but that the mobile game should not just be considered as an add on. A brand that considers mobile gaming in its strategy will be one step ahead of the competition, but the wrong execution can lead to a bad investment and a poor brand experience.
The hot topics for the evening were that of the position of Flash Lite in the market and if it is platform for gaming, the panel thought that Flash Lite still had some way to go to prove itself but Brian Chan of Adobe argued that although Flash Lite may not be as powerful or widely spread as some development platforms overall it was still a quick and cost effective way to develop mobile content.
The iPhone also got a look in, with panellists discussing the power of the iPhone and how it has had a significant impact on the the industries perceptions but overall all a proprietary platform and only 1% market share meant that the developers it the room wouldn’t be going out of their way for the iPhone anytime soon.
For those that stuck around afterwards we all went out for a late night dinner at Supper Inn in China Town and discussed where the industry headed and ways in which we can all work together to lift the Australian mobile industry as a whole, and although we didn’t solve the worlds problems the passion and excitement at the table was inspiring, I really think we are going to see some great things coming out of Melbourne’s mobile industry in the not too distant future.
We all look forward to seeing you again next month.
