May 26th, 2010 @ BAFTA, London
ME presents the Monetising Mobile conference - putting the focus on how to make actual money from the apps revolution.
New Business Sales EMEA
Competitive Package
UK - London
Pepsi is working with image recognition specialist MyClick on a mobile marketing drive in China.
Generation Wow will target Chinese youth, inviting them to upload photos and personal data profiles to Pepsi’s six major portals, 163.com, xiaonei.com, taobao.com and 51.com, Poco.cn and iPartment. A competition element will see winners will become a Pepsi creative challenge star to feature on Pepsi cans during the Olympics.
To facilitate voting, consumers are encouraged to download the MyClick app at these
portals. The campaign is being supported with TV advertising and POS. MyClick's image recognition technology gives consumers one-click access to the contest details, and the ability to cast vote and check on their current blogs
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I have looked closely at the MyClicks program in the past. With lots of offerings in the 2D barcode space and emerging image recognition programs, MyClicks is unique. I am not sure it is unique in a good way. It seems to have the worst of both worlds for the following reasons:
1. It needs a client application.
2. It requires printing special frames around the images. These frames take up quite a bit of space. Far more than 2D codes.
3. One has to pre process all of the images that may be recognized. So it is time consuming.
3. It is unable to determine the context of the image. Thus every version of an image is treated the same. Unlike a 2D code where one could add specific metrics to track.
4. the system is entirely proprietary.
5. The downloaded client only works with MyClicks -- thus it is of no use for any other application or other purpose. If it is hard to get folks to download a multi purpose barcode reader. Are they really going to go for MyClicks.
6. One thing that MyClicks does do is that unlike other image recognition applications, the user does have an indication that the image is readable when they see the frame.
7. Their business model of charging the advertisers for all data traffic is the really interesting innovation. Lets see the operators in the rest of the world offer that.
8. Personnally I feel that MyClicks is a bit of a gimick but lets see.
