From time to time I'll wake up at 3:00am with an idea or observation that motivates me to write it down. In nearly every case I look at it again 12 hours later, laugh, and say "what was I thinking." Last night it happened again and while blogging the observation may inspire strange looks from my co-workers, I found the concept so interesting that I've decided to take action this time.
I was challenged to come up with a concise description for Mobile Aggregator and what popped in my mind was an analogy. Mobile aggregators are like auto mechanics.
- They are indispensable if you want to keep your car running.
- They often compete on either price, service, and reputation; and sometimes you choose them because they're in the right place at the right time.
- People often gripe about mechanics but if you find a good one, you have a trusted partner for life.
Sure the analogy is true-- but there are several relationships that are similar. But as I thought about it more in those pre-dawn hours, I remembered hearing recently of mechanics in the San Jose area who were caught cheating on California smog inspections. The State mandates that a certified mechanic must demonstrate that a vehicle performs ata predetermined level. The State determines what an acceptable level of emissions is and the tools that are needed for measurement. Mechanics are certified by the State and receive credibility amongst the public from their licensing. If data from the smog checking machine is not credible or the credibility ofthe mechanics comes into question-- the whole process breaksdown and the people of California suffer. Integrity and trust are required for everyone to get the desired end result-- a healthy environment.
The same is true in the mobile world. We all depend on mobile aggregators to keep mobile services running at the levels needed for long term viability. Content owners, much like car owners, need to have a level of trust with the partner on whom they depend. Aggregators need tools to prove to the customer that they've delivered value and nothing beats hard data from a trusted source.
This is where Keynote comes in. Our mobile monitoring service is like the smog checking machine.
- Like the machine, many rely on the credibility of our data and our ability to collect it consistently from many locations.
- We give aggregators tools to back up their claims, just as we provide content owners proof of delivery.
- When further work is required, our data is the starting point for deeper analysis.
It's not likely that you'd pay for extra work from a mechanic if you didn't see the failed report in your hand and believe in its accuracy.
With smog checking machines, you don't get to determine the service levels you need to attain, the public (in the form of the State Government) does that for you. Mobile monitoring is much the same. Once you determine the performance of you mobile content, application, or service-- it's important to stack it up against the rest of the market. If you aren't performing at a high level... well... it's like failing the smog test. Fortunately Keynote provides a benchmark of top performers so that you can take corrective action to get to the level where you need to be.
What a great feeling it is when you take your car in for an inspection and see that you've passed. The money is well-spent because It's good for the environment, and if additional work is required you can trust the reasons why. Similarly, I think that reliable Keynote mobile monitoring data creates the same atmosphere of trust of among content owners and mobile aggregators fostering healthy and productive working environment.
Awakening in the middle of the night and drafting concepts like this may draw a bizarre look or two in the hall and perhaps I may be asked to take a test of my own. Not to worry, it's a good clean passion for mobile that keeps me up.
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