Here’s my pitch: You’re a journalist writing for some of America’s biggest and most influential consumer media publications. You’re busy doing your job and you don’t have a lot of time to focus on this new burgeoning market of mobile applications. You understand that it’s not all about the iPhone but you simply don’t have time to do any investigation beyond occasionally cutting and pasting the odd iPhone app review into your magazine. But I know the market very well. I can parse the hundreds of daily releases into a small number of jewels that your readers are going to really value. So how about I visit for an hour and show you 6 applications (10 minutes for each) and you write a piece about each?

I’ve been thinking about this for a long time. I can’t stand the fact that most ‘popular’ publications don’t cover mobile applications at all. ESPECIALLY the female publications. Times have changed. Mobile is very fashionable. Just, a lot of the journalists in the market don’t know much about it at all. So it routinely gets ignored. I’d like to change that.

I put the above pitch to a world leading PR firm a little while ago. They loved it. My key problem: I don’t know anyone at Vogue. Or FHM. Or anywhere else, for that matter.

“We do,” they said, “Let us make some calls and see what they say.”

Turns out the publications liked it. So I’m doing it. Next month. There are — predictably — some costs. I don’t know where I’m going so the PR firm in question is providing me with some support. They’re doing all the legwork. It’s going to take a few days to deliver — although I estimated an hour per publication, it looks like I’ll need to spend almost an afternoon briefing at each. So there’s some costs to cover. But we’re sharing them across 6 mobile companies.

We’ve got 4 in the bag already and I’m looking for a few more. If your mobile application is likely to appeal to the American normob (“normal mobile phone user”) — and I do mean NORMOB — then drop me an email and let’s see if we can get you involved. There are no platform restrictions — indeed while the iPhone inevitably attracts attention, we need to consider the handset population of the readers of these publications. I’m thinking BlackBerries, Sony Ericssons, Java feature phones. Not just iPhone. There is, of course, no guarantee that the publications in question will cover the applications I pitch them but — you know — I’m going to try my best.

Mail me for a chat about this: ewan@mobileindustryreview.com.

I was on Chiswick High Street today trying to find a cash point that worked.

Eventually I found the Natwest and managed to obtain some cash and as I departed the bank, a chap stopped me on the street. He was wearing a Tesco supermarket jacket.

“Excuse me, mate,” he said. I turned round.

“Do you know where Cromwell Street is?” he asked, brandishing an envelope with a series of directions scribbled on the back.

“Errrrr,” I said. That’s the standard first-response from most people in the UK. I didn’t want to disappoint.

I thought hard.

Cromwell Street.

No.

“No, sorry…” I said. The chap made to turn. “But wait!” I exclaimed, “Let me just check for you.”

I whipped out my Blackberry.

“Google Maps,” I said, nodding at the chap.

He looked vaguely impressed.

My Bold fired up Google Maps and I looked on with delighted expectation as the handset found my location and began to swiftly display Chiswick High Road on the map, complete with a flashing blue dot.

Brilliance.

“So, Cromwell Road is it?” I say to the chap.

He nods.

I hit search and I type in Cromwell Road…

“Just a moment,” I say, watching the data-cursor thing at the top right of the Blackberry shoot back and forward, indicating something was happening.

I smiled as I saw one of the Google Map squares appear on screen.

“Just a momennnnnnnnnnttttttt,” I say, stretching the words as long as is possible, whilst I wait for the sodding 3G data connection to perform.

The chap and I stand there.

People go about their business.

I start to think, “This is bollocks.”

20 seconds went by.

“It’s… er….” I say, feeling like a total cock.

Goodness knows what this guy is thinking. All he wanted was a simple binary answer. If my answer was ‘yes’, then he’d also have hoped to get some kind of directions. He’d have been content with a ‘no’. Because he could have asked somebody else.

Unfortunately he selected me.

45 seconds later, after quietly swearing profusely at my Blackberry and my BOLLOCKS Vodafone connection, I apologised to the chap and said, “I think it might be up that way.”

He thanked me — I’m not sure what for — and walked off.

Gahhhh. How annoying!

The eternal question.. answered directly by super-shit-hot UK developer, Simon Maddox, on the MoMo London email discussion this afternoon:

Hey Will,

My app, 0870, was accepted into the app store a week and a half ago after 429 days in review. I’m planning to release all of the stats on my blog, but here’s a sneak preview for you, and the rest of MoMoLondon:

Day 1: 3,130 (#79)
Day 2: 6,786 (#29)
Day 3: 15,265 (#7)
Day 4: 10,619 (#5)
Day 5: 9,407 (#4)

The app is free, and contains an Admob advert at the bottom of the screen.

In the next few days, I’m going to be releasing full statistics on my blog (simonmaddox.com), including:
number of downloads
chart positions
admob revenue
impact on other (paid) apps sold by me
Hope you find it useful!

Cheers,

Simon

Looking forward to the update, Simon!

My wife still sends letters. Thank you letters, the odd note to her friend, that sort of thing. She does it a) because it’s good manners and b) because it means something.

Knocking over a Tweet to say ‘thanks for the lunch at Claridges’ might be acceptable in a fast-paced-busy-blogger-about-town lifestyle, but at some point, when the message (or the intent) has a degree of importance that we wish to mark, we resort to the old ways.

The old ways are always the best.

Flowers.

A letter.

A card.

£100,000 in non-sequential £10 notes.

Today’s communications technology is just too easy for it to really mean anything.

Sending an ‘e-card’ for someone’s birthday is a complete no-no. They’re often quite entertaining but the shine wore off them long, long ago. All they do now is serve to remind the recipient that you couldn’t be bothered to buy a card.

And, just while we’re on the subject, buying a card is such a total arse nowadays. I was in WH Smiths, the popular stationers and newsagents here in the UK, recently. It was the Reading branch. It was my friend’s birthday. I needed to get a card. A physical one. Because, you do. Much to my annoyance. And, you know what, probably much to his annoyance too. I selected the least offensive £3 piece of shit I could find (and I mean SHIT — just total bollocky cards that remind me of being age 9 and going to the part of some-kid-in-my-class). I wrote out my best attempt at a witty message, sealed the envelope. Done.

A total flipping arse, that. I know females like it, but I do not. It’s a wholly, wholly inefficient process.

Sending a text message is, of course, very personal. But fleeting. And far too easy. It doesn’t even ‘cost’ 10p any more since there are so many unlimited deals around.

Sending an email… goodness me. It’ll do. But it’s not ‘meaningful’.

Likewise a Facebook/Social networking message.

Case in point. My wife was recently unwell. My friend Tom sent a Facebook message immedately. And a flippin’ huge bunch of flowers the next day (very good of you Tom). The Facebook message was very welcome — the flowers demonstrated care, attention, thought, effort.

So in this age of easy communications, how do you actually raise a smile, show you care or ‘touch’ a friend or relative from afar?

Touchnote.

Touchnote take your (digital) photos and send them, physically, as a beautiful looking postcard through the post. They’ve had a website up since late last year and they’ve been doing a roaring trade through it with countless mums, students and semi-geeky folk flocking to use the facility.

All well and good.

But it wasn’t mobile. And that’s what I really wanted to see.

So when the founders of Touchnote demonstrated their intent to own the mobile marketplace (by hiring my friend Ed Hodges away from Howler Tech), I thought ‘good news’.

So much so I went along to meet one of the founders, Raam — and I was so enthused, I spent a good amount of time with them. Before long I even ended up doing a little consultancy for them. I was delighted to help.

I say that. It’s been a painful experience. Every time I look at my iPhone I think Touchnote.

Just after Ed joined, Touchnote was invited by Nokia to become one of the launch partners on the Ovi Platform. Inevitably they had to focus on creating a Symbian version of their software first — and though I agreed that this was necessary, I simply couldn’t wait for the iPhone app. Especially since I’d been seeing the odd tantalising early version or screenshot now and again.

The Touchnote S60 app launched with the Ovi Store and they’ve seen some encouraging initial results. They’ve been sending postcards to something like 130+ countries as a result. The S60 implementation, guided by Ed, is nothing short of a master-class in UI design. If you get the opportunity, download and check it out. They’ve done it beautifully — as best they could with the standard S60 constraints.

(Note: Check out this Mobile Developer TV video of the S60 Touchnote app walk-through)

The iPhone platform was, for me, the way ahead. The user culture of applications, together with their clear willingness to spend money looks to me to be a brilliant opportunity.

The use case is simply wonderful. Take a photo on your iPhone 3GS. Load Touchnote. Type in a message. Select the recipient’s physical address from your address book. Press Send. Done.

The next business day, the recipient gets *that* photo in the mail (if you’re UK based — Touchnote post every card first class so it might take a few days for, say, the USA).

The presentation of the resulting postcard is superb.

My only concern? It’s £1.49 per postcard, plus postage — making the total cost per card of £1.99. Buy 25+ and that reduces to a much more reasonable £0.99 per card, plus £0.45 UK postage. I’d love for them to find a way to deliver the service free. Or for a nominal £0.25 per delivery.

But given that the sodding Post Office here in the UK charge £0.45 per item minimum for first class, that might be a challenge. I’m sure there’s an ad-funded model in there somewhere.

The resulting postcards are specially designed so that they stand. This is critically important. Sending a flat-file postcard is a little bit.. boring. The fact that Touchnotes stand is absolutely excellent for displaying them.

Here’s a few examples:

Cost is an issue. If they could somehow work out a comprehensive sponsorship arrangement with the likes of Dominos or something (by, say, putting a voucher on every card), they could potentially tap into the youth market who, I reckon, would lap it up.

But price — as Touchnote have already demonstrated via S60 and online is not a barrier.

There are a ton of people out there who adore this facility.

For me, I’m going to be using it almost daily to send postcards to my mother and, in particularly, my grandmother. For me the cost/value is a no-brainer.

For the chap who’s constantly flying in and out of different countries whilst his young family are at home, it’ll be a boon.

For keeping in touch with granny, it’s going to be hugely useful.

And… I’m pleased I haven’t experienced this yet — but the applications of Touchnote for iPhone when drunk are considerable.

The basic memories are what count though. There’s not much you can do to ‘realise’ the value of a photo beyond sticking it on Facebook. So next time you’re out with your friends and you come across Stephen Fry and he’s good enough to pose with you… nice. You can send the photo to mum within a few taps. It’ll be on her doorstep in no time. That is just brilliant.

So, Touchnote for iPhone.

Time for some screenshots of the iPhone App (iTunes link).

This is the home screen:

Here’s where you choose the photo (either take a photo or get it from the gallery):

This is where you preview and, if you wish, add a caption to the photo:

Then you need to tap in your message. This goes on the back of the card.

Here’s where you select the address. In this case it’s already selected from the address book and filled in the details. Or you can manually enter/correct.

Now you get a little preview of everything:

Once you’re happy, hit send… and it’ll transmit:

Paying for the service is handled as seamlessly as possible within the app:

Here’s the confirmation screen:

And what does an actual Touchnote postcard look like?

Here we go. This is the front.

This is the back. Note the address is top left. Also note that the top and bottom are angled so that the card stands up.

Inside left, you’ve got a small copy of the original photo and, underneath, it tells you the name of the camera that took the photo. (This is orgasm point 1 for all geeks reading. Point 2 is coming).

Here’s the centre back — showing the main message:

And point 2 for geeky orgasm. Yes. On the back right-hand-side there is a Google Map mashup showing where you took the photo. LOOOOOVE it.

If you’ve got an iPhone (or an S60 handset) I strongly encourage you to check out Touchnote and send one or two cards with it at a minimum. I’m expecting big things of Touchnote.

Get Touchnote for iPhone here (it’ll pop-up iTunes):

Update: Check out Dan Lane’s video overview of Touchnote for iPhone.

I was doing my customary ‘touchnote‘ search in the iTunes Store this evening and woosh… look what I found!

It’s arrived!

More on this in a moment.