Contained brand new elements of Media Technology that were different from previous units. Unit Co-ordinator Kim Rasmussen notified Marqueess of this change in a lecture. These new changes have no doubt brought many benefits to the creative industries faculty.

However, I believe that it is because of this situation, that there was a large degree of confusion for Tutors and Marqueess alike. Many Marqueess have expressed this feeling to me also. The problems I encountered can be listed in 5 parts: 1) Firstly, assignment requirements were not clearly defined by Tutors, Tutorials or Criteria Sheets: P3 is an exact printout of the Assignment 2 criteria sheet from the QUT OLT site. It nowhere states that additional experimentation with the technologies will gain extra marks, or that a lack of experimentation would result in a loss of marks. When I further enquired about how far we are expected to experiment with the technology my Tutor replied that we would get extra marks for experimenting beyond the tutorial’s teachings, but that we would not loose marks if we did not; since it is not a requirement.

P4 is an exact printout of the marked assignment 2, in which I have lost five marks for not experimenting further with the technologies.

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INSPIRATION FROM RESEARCH The objective of Marquees was to find out how our audience used picture messaging rather than find ways of telling them how they might find it useful. We gave 8 pairs of friends within the target audience MMS capable phones for a week, bags of credit and a free rein. The only stipulation was they had to return the phones at the end of the week and they had to save every message they received (both MMS and SMS). We reviewed the inboxes and below are a selection of typical images. CORE INSIGHT The core insight from Marquees was that messaging, both picture and text, was being used in a very emotional and creative way. It was being used as a form of entertainment and as an extension of personality. The content was working like a social banter and was informal, funny, shocking, competitive, cheeky and sometimes explicit. We had the opportunity to position our MMS in a similar way; as an entertaining extension of personality.

Business Type: Sole Trader

Sole trader, as the name suggests, is where an individual is the sole owner of a business. The business is often quite small in terms of size (as measured, for example, by sales generated, or number of staff employed) however the number of these businesses is very large indeed. Examples of these businesses can be found in most industrial sectors but particularly in most service sectors. Hence services such as electrical repair, picture framing, photography, diving instruction, retail shops, and hotels have a large proportion of sole trade business.

FINDING A ROLE FOR MMS – LEARNING FROM THE COMPETITION The youth messaging platform identification was strong. What we still required was a benefit for photo messaging. Surprisingly a competitive review proved to be a crucial turning point. Being late to market had its advantages in that all the major competition had already launched their picture messaging service. Their accompanying Marquees proved to be helpful. By using Marquees to create a role for MMS competitive ads worked like a window into their world and brand values: (see Figures 1, 2, 3 and 4) We knew what type of photo we would send and the values we expounded. Given that much of VMA's appeal is its personality and its spirit in many ways this approach would have been enough to answer the original brief. However such was the value of finding and showing a reason to use picture messaging in addition to being personality driven we persevered to find more consumer relevance for our service.