Mobile Commons

A few weeks ago, Blue Ocean Institute launched a service using our mData application. The service - called Fish Phone - allows users to text in the name of a fish and receive information about the health and environmental impact of eating that particular fish. In just a few weeks, thousands of people have come rely on this data before they buy fish. A small amount of marketing and some web mentions led to a fast and substantial word-of-mouth awareness success for Fish Phone.

We were not surprised. We have have long believed that if people have access to concise, trusted and valuable information when and where they need it, then people will make good use of that information. Mobile is the best way we know to give consumers access to vital information about the products they are about to buy - whether it’s fish, clothing, (Is this shirt made in a sweat shop?) or anything else (How many Weight Watchers points is this Malomar?).

Here is the bonus: data. Blue Ocean now has lots of data that is vital to their mission. They know what type of fish consumers are asking about. (It turns out that people are really interested in the many different types of tuna out there: blue fin, yellow tail, pole-caught, net-caught, and so on). Blue Ocean also has data on people’s second choices, the time of day they ask, etc. And the possibilities are much greater. Blue Ocean could - though they don’t with this program - ask people to text in their email addresses. They could ask people to report retailers and restaurants that mislabel products or mislead consumers. All in real time. All on their mobile phone, something people always have with them. All by SMS, which is quickly becoming one of the most pervasive forms of communication on the planet.

Any organization that wants to get specific information to as many people as possible and learn how people use this information can benefit from this kind of program.