8 Questions to… Jonathan MacDonald

Jonathan MacDonald is a respected thought-leader in digital media. Along with being the co-founder of business and marketing consultancy, this fluid world (http://www.thisfluidworld.com), he is also the MD of JMA (http://www.jma.co.uk), co-founder of @sggst (www.sggst.com), and co-founder of Every Single One Of Us (http://www.esoou.org).

The most recent ESOOU launch is Human Dialogue (http://www.humandialogue.com); a message optimisation service for companies who want to interact with people in a more effective way.

Jonathan says “We have built a system which helps us to identify which types of communication work best for different demographics and campaign objectives. Using this system, HD optimises existing copy, or creates original campaign copy. We specialise in messages delivered via personal media channels such as mobile, but can create or optimise messages for any media channel.”

1. What is your preferred gadget at the moment?

My favourite gadget is my Optomo personal projector. It’s the same size as my iPhone and beams a 70″ display on any wall. Brilliant.

2. Your currently most loved app, mobile site, mobile service?

My most loved app is Evernote. I would be unable to function productively without it. I use it across multiple devices.

3. What are you reading and how (paper, ereader, smartphone, tablet…)?

I use Reeder everywhere. It’s the best. I am device agnostic, so what I use depends on what I am doing. It could be an iPad, iPhone, MacBook or iMac.

4. What’s from your perspective the biggest trend in mobile- The Next Big Thing?

The next big thing is the realisation that mobile is not just another display channel and that apps aren’t the greatest opportunity for advertising and marketing. Actually, as a communication channel, mobile presents the ultimate ability to communicate in a one-to-one way. When, not if, this is harnessed, the positive effect on business (let alone commercial communication) will re-define the media landscape.

5. Which hype annoys you? What is overrated today?

Without a doubt: over-valuation of social network services. My thoughts can be found here: http://www.jonathanmacdonald.com/?p=5051

6. Who (individual, organisation, company…) will change the mobile world?

The citizens will change the mobile world. We will do this by refusing to be intruded via our personal channels. No company is more powerful than the crowd. I realise that’s a bit awkward to swallow.

7. Mobile experts one should read, one should follow?

Tomi Ahonen (@tomiahonen) for stats. Then any psychology or philosophy publication. I would avoid too many technologists. It’s more to do with psychology. We’re talking about people here. Just because technology can, doesn’t necessarily mean it should.

8. Who would you recommend to answer these questions next?

Ory Okolloh (@kenyanpundit), co-founder of Ushahidi, now at Google Africa.