Wait Marketing and Contextual Advertising

Leading Dutch mobile phone services provider, KPN is massively promoting television on mobile phone with an appealing offer for less than 10 euros per month. Nokia N96 device, to be released soon, should be proposed as the ideal phone for multimedia entertainment.

KPN used a very effective wait marketing campaign to launch the TV service with the catchline "Wachten woord leuk met mobielTV van KPN"* on multiple billboards at strategic waiting places, in train stations - very close to the free newspapers :)

If the communication campaign is a success, we can question the service in itself. As reported in my book 'Wait Marketing', studies show that even in waiting situation, half of the consumers will rather do nothing - in appearance (they are probably thinking or dreaming, which is also very useful) - and are not really willing to pay for services while they are waiting (they feel like they pay for the wait!).

So far, TV on mobile is successful in Japan. This is because families live together in a small apartment and the mobile phone is the only way for younger users to see interesting content. In Europe where you find more TVs than rooms in our houses, users watch TV on their mobile mainly to access 'adult' content.
Let's see how many users KPN manages to convert :)

Prof. Diana Derval, Author of the book 'Wait Marketing'
President of DervalResearch

* in English: 'Waiting becomes nice with KPN's MobileTV'