Globalizer

   If you live in shanghai or other leading cities in china, I believe you have watched advertisement from like-TV LCD panel in commercial centers, office buildings and other entertainment venues. the public term for this new advertising model is new media advertising. don't look down it! this new business model has made a business legend in china. Focus media which is the first company to use this model has been the spoiled child in NASDAQ only within 2 years since it started in 2003. and its boss has been the No.1 richest people in china. so amazing!

   Although Focus media opens a new platform for advertiser and achieved big success, some researchers have pointed out one fact: the company is losing consumer's attention. in its heydays, consumer feel its LCD panel is a fancy thing. now, it seems a fad and is losing charm. consumer wouldn't like to be bothered by irrelevant content. advertisement is becoming spam. that's the root cause. only the advertisement can be precisely targeted, then becomes relevant, then there is effective conversation between consumer and advertiser.

   When we talk about precise advertising, we can't ignore google. google's adsense system is an excellent example. how to invent a like-google ad. system for LCD media company? it's not easy. when people gather in front of elevator door to wait for the elevator, how can the LCD panel be so intelligent that it can differentiate these random groups? thanks to Airsage which I covered in one post last year, its technology illuminates me. collecting mobile signal! that's it!

   I believe over 90% people take mobile phone when they are in shopping mall, office building. everyone's mobile signal can be collected by mobile operators. naturally, the signal will link to self account in operator's database. then its owner's information can be used for analysis. for example, how much is the average call fee? which value added package is used? how old? and many useful information can be dug out. then create a statistic model to fit consumer group with these information. as a result, people in front of the LCD panel can be grouped. and relevant advertisement can be precisely broadcast for them. only if the model is accurate enough, I believe LCD panel can be intelligent like google adsense.

   of course, someone will concern the privacy. I think this problem can be well controlled. how do you think, Dear readers?