1D codes...2D codes? Patents? Killer app? Next Google? The company that gives advertisers what THEY want AND ALSO gives consumers what THEY want, is by no means a mutually exclusive endeavor (although I am starting to think the PP believes that they are mutually exclusive), and could produce at least several major winners in the upcoming battle to capture ad attention/sales/loyalty from mobile device users of all stripes.
One has to ask: "What will P&G do with its $5Billion annual ad budget?" You can bet that substantial amounts of money will be earmarked to test the mobile arena in the next one to two years to determine what works and what doesn't work for all the various ways that consumers may want to interact with P&G products using a mobile device, with or without PWC capability. Many if not most ad dollars will follow the normal route through existing (large) agencies and their outsourced professionals (small, specialized--in mobile perhaps?). Why?--because boards of directors of big companies demand a recognizable name to point to if there are problems. "Who the h___ chose 'EZMOBI' for that stupid mobile XXX campaign that failed/embarrassed us?" is a question the inhouse marketing guru doesn't ever want to hear nor answer! But if the question is asked he/she wants to point to a large, well-known agency. (That's just one eason why NEOM is involved with FCB, Arnold--because they are well connected and influence the final decisions.) No doubt plenty of monies will also be used to explore the potential of Flikr and MySpace and YouTube et al and to support 'consumer/customer' based viral initiatives and creativity that PP rightly points to as an essential resource/opportunity. I believe NEOM can/will pursue both avenues because that's what a mobile marketing supecompany has to do to obtain/retain such a title.
It also remains clear (to me at least) that more consolidation needs to take place before an accurate picture of the true competition in the mobile marketing space can/will emerge. Until we get a view of the actual competition, meaning what's REALLY working (using mobile interactive PWC) for the big ad spenders ala P&G, Coke, McDonald's et al, no stand alone, individual winner appears obvious at this early stage. It's merely opinionated guessing. There are just way too many companies prospectively competing--just look at PP's PWC list. (It's also impossible for an advertiser to interview a rep from all those PWC players--has too little knowledge and not enough time to--and that's the 2nd reason the big agencies are important, and precisely where and why NEOM will interface with the big agencies as reliable, savvy mobile specialists.)
There are definitley some companies that would appear on the short list even at this early stage--NeoMedia certainly being one of the main ones IMO. NEOM's patents are definitley important but do not/will not provide 100% worlwide control of this still developing market. (If you believe it essential that NEOM possess 100% control of all the bridges to be a huge success, you might want to rethink your investment.) I do believe NeoMedia is BECOMING well positioned to be a major player in the mobile marketing space BECAUSE the roll up strategy gives the company a birdseye view of just what IS REALLY WORKING (in realtime!!) for the "Who's Who" of corporate movers and shakers around the world. And that costs money--to get there and to stay there.
"WE HAVE DECIDED TO BECOME THE NO. 1 PLAYER IN MOBILE MARKETING, USING THE CELL PHONE AS THE MEDIUM" is no idle chatter either. The purpose of Cornell remaining in the equation for now is twofold: 1) money for any add'l acquisitions that ensure NEOM stays out in front of essential new mobile marketing developments/competitors, and 2) to give assurance to customers that we have access to cash to remain in the game to carry out all those campaigns that are/will be contracted for this year.
Keep in mind, like all markets, there will ultimately be several very successfull companies that will rise to the top and eventually control 80% of this business. Like all (well most) of you, I'm relying on NEOM management to accomplish this by becoming any one of the following: the next Google, the next Yahoo or the next EBay--take your pick--any one of them would please me immen$ely. YJ.
