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Jonathan MacDonald
Managing Director - JMA

Jonathan MacDonald is the MD of the global agency Jonathan MacDonald Associates (JMA). For over a decade, JMA services (innovation workshops, thought leadership seminars and strategic project management) have been implemented into over 100 companies.<br />
For Ogilvy, JMA consults the Chairman and CEO, creating the Global Mobile Strategy along with running workshops for BP, Unilever and Kodak along with new media strategy for American Express, Motorola, IBM, Vodafone and Nestle. Other clients include Mobixell, AdMarvel, Alcatel Lucent, QuickTV and Mixcloud.<br />
Prior to taking Ogilvy as a client, Jonathan was part of the original team behind Blyk, the world\\\'s first purely ad-funded Mobile Network. He shaped the overall business strategy in the sales, operations, analytics and creative departments.<br />
Jonathan has also been the Commercial Director of Ministry of Sound, the CEO of a Sky TV Channel and Chairman of the Music Industries Association. He is also the founder of a communications movement called EverySingleOneOfUs (www.everysingleoneofus.com), which seeks to unite a wide cross-section of mobile operators, advertising agencies, big-name brands and members of the public; to educate the industry and encourage discussions about emerging business models and to facilitate a step change in communications.

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  • With Facebook Mobile reaching up to 100 million users, where do you think mobile social networking is going?6th WEEK

    Jonathan MacDonald - Managing Director - JMA

    Jonathan MacDonaldManaging Director - JMA

    03.02.10 at 13:43

    We are increasingly connected via mobile devices, so we are already socially networking. The \'reach\' of Facebook is nothing in comparison to that of those with mobile phones. Social network platforms which come and go periodically, will continue to move into predominant channels of communication. Whether they can monetise that is another question.

    What do you think the future of mobile news is? Ad-funded mobile portals /apps or paid for news?5th WEEK

    Jonathan MacDonald - Managing Director - JMA

    Jonathan MacDonaldManaging Director - JMA

    25.01.10 at 21:18

    I think the future of content being paid for is down to people paying for what they perceive to be of value. I don\'t believe people will willingly tolerate screen space being taken up with things that aren\'t news - regardless of whether that makes things \'free\' or not. If people have to give their attention, its still a form of payment. One thing is for sure, portals (in the current definition) are history - its not about destination, its about distribution.

    What do you think about the Google/Admob acquisition? What comes next?47th WEEK

    Jonathan MacDonald - Managing Director - JMA

    Jonathan MacDonaldManaging Director - JMA

    10.11.09 at 22:20

    I wish the Admob guys and girls all the best (especially Russell Buckley). However, as you probably know, I personally don\'t care for the irrelevant and un-targeted version of mobile advertising so I find it hard to be enthusiastic about it\'s long-term future. If impressions and eyeballs are your game (and Lord knows thats what its all about currently), then its all good baby. Yeah.

    What is the impact of google's entry in the navigation business?46th WEEK

    Jonathan MacDonald - Managing Director - JMA

    Jonathan MacDonaldManaging Director - JMA

    03.11.09 at 08:12

    As with many other Google services, I predict there will be an equal share of \'naysayers\' and positive advocates. Either way round, the challenge is whether or not this will open the market for others to flourish or whether it grabs a market for itself. If it\'s the former then the impact is all good.

    Will mobile software licensec influence buying the next mobile device, and choosing the same platform?41th WEEK

    Jonathan MacDonald - Managing Director - JMA

    Jonathan MacDonaldManaging Director - JMA

    30.09.09 at 13:40

    I believe that the personalised application world we are entering in to, will encourage people to stick with what they know and use - more than ever before. The wise move by a developer will be to allow cross-polination throughout platforms so even if you switch, your application still works and remebers you.

    Will operators only be „dumb pipes“? If so, when? 38th WEEK

    Jonathan MacDonald - Managing Director - JMA

    Jonathan MacDonaldManaging Director - JMA

    09.09.09 at 22:44

    Some will and some won\'t. Operators that get clever at being utility
    companies may survive. Operators that get clever at being media owners
    have a high chance of surviving too. Survival is relative though.
    Survival for the next 10 years is often seen as \'enough\' (especially
    if you are in your mid-50\'s). The point is - continuing current
    business in a climate of change is not necessarily the most sensible
    approach. This is hard to digest however, if the last 15 years have
    literally been a license to print money. Why would anyone inside an
    operator want that to change?!

    What do you think about Nokia entering the netbook market?36th WEEK

    Jonathan MacDonald - Managing Director - JMA

    Jonathan MacDonaldManaging Director - JMA

    27.08.09 at 21:52

    Nokia are trying a number of strategies. The most exciting is payments. The netbook approach is interesting but not, in my opinion, one where their slow and cautious approach is suited to a high-speed, multiple-entrant marketplace.

    How do you think the MS and Yahoo search deal will influence the key players in mobile search? What can be the result of it?34th WEEK

    Jonathan MacDonald - Managing Director - JMA

    Jonathan MacDonaldManaging Director - JMA

    10.08.09 at 17:54

    I see absolutely no effect coming from the MS/Yahoo deal. It is a strategy to save face and save one of the companies. It is a strategy that is chasing the market leader rather than one that tries to re-define the market. It is a strategy made out of desperation rather than vision.

    Should any phone manufacturer have declining / banning rights apart from legality from its appstores/marketplaces?33th WEEK

    Jonathan MacDonald - Managing Director - JMA

    Jonathan MacDonaldManaging Director - JMA

    03.08.09 at 22:06

    Phone companies can do what they want within their terms people have signed to (where applicable). In actuality, people will find, use and advocate what they wish, regardless of limiting policies. I predict public subversions will be increasingly hard to track and regulate; forced underground by myopic control-obsessed suits.