MYIQ ///// Mobile Youth IQ

What Is It?
America Online and the SMS-based company Zingy recently created a service that combines both computer and mobile phone. Users can not only download their email on their phones, but also choose from a variety of games, ringtones, wallpapers, PDA downloads, and text alerts to friends or family.

How to Get It?
To use MyMobile you sign up by going to http://ringtones.aol.com/. You register using your America-online Instant Messenger (AIM) account screen name. If you do not have an AIM account you can use your AOL, CompuServe or Netscape screen name to register.

Once registered, you’re able to access http://ringtones.aol.com/ from your mobile. Once you sign in, you can chose from various links: Today’s Top Sellers, Search, Categories, Charts, Hot Today, New Today, New For You, Artists, Albums, Requests, and Backgrounds.

From the View of MYIQ
AOL mobile was very well received by MYIQ. On many levels, it was a hit—ease of use, unique content and personalization. Our panel responded that the service offered everything they would want as a mobile phone user in one place, and that the site recognized how important it is to them to customize their phone.

“I thought that the service was cool because it was very detailed and specific to your phone,” texted a panelist.

“I like the fact that you can view your email on your phone”

MYIQ panelists also showed their interest in new mobile technologies offered in a similar service from Yahoo UK…

“I definitely would use the animated mobile greeting so instead of sending a text to a friend I can send them something cute and animated”

and

“It makes it more of a personal touch and everyone loves getting some kind of surprise message on their phone from a friend...It's a plus if it's animated”

For existing technologies like gaming, AOL was given points for unique content:

“it has many games that other sites don't have; the games are really interesting games, such as Driver and Rainbow6”

They also liked the AOL website interface for the program and how easy it was to use:

“It looks fun and eye catching without being too busy,” texted a MYIQ panelist.

“It has a clean layout in my opinion and is easy to navigate.”

“The site is attractive and easy to maneuver”

Panelists’ main concerns dealt with the ringtones. Many felt that the music offered wasn’t very diverse.

“They focus on songs that are popular,” texted a panelist. “But I would never download or buy any of these since I do not listen to this type of music and it seems to be all of one genre.”

Other MYIQ members felt the ringtones were a bit pricey compared to competitors. MyMobile charges $1.99 per download, which can be paid with a credit card or added to your monthly phone bill.

“with the ringtones it has so much competition. A place where I get my ringtone charges $15 for 6 months and I can d/l all the ringtones and wallpaper that I want.”

Learning
Overall, an early hit and a good example of how a brand can mobilize the relevant parts of its content. Watch-outs? Price—competition is fierce on commodity items like ringtones and wallpapers. To be a premium service in these areas demands real creativity and uniqueness.