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	<title>The Sigma Mobile Advertising Blog</title>
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	<link>http://sigmahk.wordpress.com</link>
	<description>Experiences in mobile advertising technology</description>
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		<title>The Sigma Mobile Advertising Blog</title>
		<link>http://sigmahk.wordpress.com</link>
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		<item>
		<title>Predicting a Start-Up&#8217;s Success</title>
		<link>http://sigmahk.wordpress.com/2010/02/24/predicting-a-start-ups-success/</link>
		<comments>http://sigmahk.wordpress.com/2010/02/24/predicting-a-start-ups-success/#comments</comments>
		<pubDate>Tue, 23 Feb 2010 16:45:21 +0000</pubDate>
		<dc:creator>Mark Westling</dc:creator>
				<category><![CDATA[Uncategorized]]></category>

		<guid isPermaLink="false">http://sigmahk.wordpress.com/?p=140</guid>
		<description><![CDATA[I recently ran across RightSide Capital Management (RSCM),an investment fund that targets seed-stage start-ups. What makes them unusual is that they go for high volume and quick turn-around on investment decisions: they intend to fund about 100-200 start-ups a year, which is a huge number even for the biggest firms. Their web site describes a [...]<img alt="" border="0" src="http://stats.wordpress.com/b.gif?host=sigmahk.wordpress.com&amp;blog=10428829&amp;post=140&amp;subd=sigmahk&amp;ref=&amp;feed=1" width="1" height="1" />]]></description>
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			<media:title type="html">Mark Westling</media:title>
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		<item>
		<title>We&#8217;ve Been Busy</title>
		<link>http://sigmahk.wordpress.com/2010/01/19/weve-been-busy/</link>
		<comments>http://sigmahk.wordpress.com/2010/01/19/weve-been-busy/#comments</comments>
		<pubDate>Tue, 19 Jan 2010 03:13:16 +0000</pubDate>
		<dc:creator>Mark Westling</dc:creator>
				<category><![CDATA[Uncategorized]]></category>

		<guid isPermaLink="false">http://sigmahk.wordpress.com/?p=131</guid>
		<description><![CDATA[In the past few weeks, we&#8217;ve been busy experimenting with new technologies, in particular NoSQL databases. If you&#8217;re not familiar with them now, you  will be during the next few years.  In the meantime, take a look at Cassandra, CouchDB, MongoDB, and Redis. These databases tend to loosen the  traditional RDBMS  ACID properties in exchange [...]<img alt="" border="0" src="http://stats.wordpress.com/b.gif?host=sigmahk.wordpress.com&amp;blog=10428829&amp;post=131&amp;subd=sigmahk&amp;ref=&amp;feed=1" width="1" height="1" />]]></description>
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		<slash:comments>0</slash:comments>
	
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			<media:title type="html">Mark Westling</media:title>
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		<title>The Operator Advantage</title>
		<link>http://sigmahk.wordpress.com/2010/01/05/the-operator-advantage/</link>
		<comments>http://sigmahk.wordpress.com/2010/01/05/the-operator-advantage/#comments</comments>
		<pubDate>Mon, 04 Jan 2010 16:21:35 +0000</pubDate>
		<dc:creator>Mark Westling</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Marketing]]></category>

		<guid isPermaLink="false">http://sigmahk.wordpress.com/?p=101</guid>
		<description><![CDATA[Smart phones make it easy for ad networks to bypass the mobile operator. A major bonus for advertisers is that this eliminates the cost of sharing revenue with mobile operators. A major bonus for technology providers is that it eliminates the effort to integrate with a mobile operator&#8217;s infrastructure. As anyone who has worked on [...]<img alt="" border="0" src="http://stats.wordpress.com/b.gif?host=sigmahk.wordpress.com&amp;blog=10428829&amp;post=101&amp;subd=sigmahk&amp;ref=&amp;feed=1" width="1" height="1" />]]></description>
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		<slash:comments>1</slash:comments>
	
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			<media:title type="html">Mark Westling</media:title>
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		<title>Slightly Off Topic: Why Automated Terrorist Detection Is Hard</title>
		<link>http://sigmahk.wordpress.com/2010/01/03/automated-terrorist-detection-is-hard/</link>
		<comments>http://sigmahk.wordpress.com/2010/01/03/automated-terrorist-detection-is-hard/#comments</comments>
		<pubDate>Sat, 02 Jan 2010 18:46:15 +0000</pubDate>
		<dc:creator>Sigma Limited</dc:creator>
				<category><![CDATA[Uncategorized]]></category>

		<guid isPermaLink="false">http://sigmahk.wordpress.com/?p=88</guid>
		<description><![CDATA[Sorry for the off-topic discussion, but I think would be useful to shed a little light on why it&#8217;s not as easy to automate the detection of potential terrorists as many people think. Think of this as a combination of demographic, behavioral, and contextual targeting. If your favorite ad platform doesn&#8217;t give you a 100% [...]<img alt="" border="0" src="http://stats.wordpress.com/b.gif?host=sigmahk.wordpress.com&amp;blog=10428829&amp;post=88&amp;subd=sigmahk&amp;ref=&amp;feed=1" width="1" height="1" />]]></description>
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		<slash:comments>1</slash:comments>
	
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			<media:title type="html">Sigma Limited</media:title>
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		<title>A Great Example of Targeting Mobile Behavior</title>
		<link>http://sigmahk.wordpress.com/2009/12/11/a-great-example-of-targeting-mobile-behavior/</link>
		<comments>http://sigmahk.wordpress.com/2009/12/11/a-great-example-of-targeting-mobile-behavior/#comments</comments>
		<pubDate>Fri, 11 Dec 2009 09:19:12 +0000</pubDate>
		<dc:creator>Mark Westling</dc:creator>
				<category><![CDATA[Marketing]]></category>

		<guid isPermaLink="false">http://sigmahk.wordpress.com/?p=36</guid>
		<description><![CDATA[For a long time I struggled to find good examples of how behavioral targeting could be used effectively in mobile advertising. It&#8217;s possible to measure mobile usage in many ways, but how can these measures be turned into something actionable, or at least more interesting to an advertiser than traditional ASL (Age, Sex, Location)? All [...]<img alt="" border="0" src="http://stats.wordpress.com/b.gif?host=sigmahk.wordpress.com&amp;blog=10428829&amp;post=36&amp;subd=sigmahk&amp;ref=&amp;feed=1" width="1" height="1" />]]></description>
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		<slash:comments>1</slash:comments>
	
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			<media:title type="html">Mark Westling</media:title>
		</media:content>

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			<media:title type="html">photo_10088_20091120</media:title>
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		<title>The Curse of Dimensionality</title>
		<link>http://sigmahk.wordpress.com/2009/11/27/the-curse-of-dimensionality/</link>
		<comments>http://sigmahk.wordpress.com/2009/11/27/the-curse-of-dimensionality/#comments</comments>
		<pubDate>Fri, 27 Nov 2009 09:15:32 +0000</pubDate>
		<dc:creator>Mark Westling</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Architecture]]></category>

		<guid isPermaLink="false">http://sigmahk.wordpress.com/?p=30</guid>
		<description><![CDATA[One of the nice things about the star-schema (and its close relative, the snowflake schema) is that it forces you to consider all dimensions of your reportable data. Suppose you&#8217;re delivering ads over multiple mobile channels and want to report the number of deliveries over time. A first attempt might be to create a record [...]<img alt="" border="0" src="http://stats.wordpress.com/b.gif?host=sigmahk.wordpress.com&amp;blog=10428829&amp;post=30&amp;subd=sigmahk&amp;ref=&amp;feed=1" width="1" height="1" />]]></description>
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		<slash:comments>0</slash:comments>
	
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			<media:title type="html">Mark Westling</media:title>
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		<title>Subscriber Privacy Ain&#8217;t Easy</title>
		<link>http://sigmahk.wordpress.com/2009/11/20/subscriber-privacy-aint-easy/</link>
		<comments>http://sigmahk.wordpress.com/2009/11/20/subscriber-privacy-aint-easy/#comments</comments>
		<pubDate>Thu, 19 Nov 2009 22:04:22 +0000</pubDate>
		<dc:creator>Mark Westling</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Architecture]]></category>
		<category><![CDATA[Marketing]]></category>

		<guid isPermaLink="false">http://sigmahk.wordpress.com/?p=24</guid>
		<description><![CDATA[One issue in mobile advertising that&#8217;s often treated far too lightly is subscriber privacy, and by this, I mean the exposure&#8211;accidental or otherwise&#8211;of subscriber phone numbers and personal information. Mobile ad platforms can integrate at different levels with operator networks: They can share all information. They can, for example, keep local copies of the entire [...]<img alt="" border="0" src="http://stats.wordpress.com/b.gif?host=sigmahk.wordpress.com&amp;blog=10428829&amp;post=24&amp;subd=sigmahk&amp;ref=&amp;feed=1" width="1" height="1" />]]></description>
		<wfw:commentRss>http://sigmahk.wordpress.com/2009/11/20/subscriber-privacy-aint-easy/feed/</wfw:commentRss>
		<slash:comments>1</slash:comments>
	
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			<media:title type="html">Mark Westling</media:title>
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			<media:title type="html">photo_8794_20091017</media:title>
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		<title>Design User Interfaces For The Real User</title>
		<link>http://sigmahk.wordpress.com/2009/11/11/design-interfaces-for-the-real-user/</link>
		<comments>http://sigmahk.wordpress.com/2009/11/11/design-interfaces-for-the-real-user/#comments</comments>
		<pubDate>Wed, 11 Nov 2009 07:16:06 +0000</pubDate>
		<dc:creator>Mark Westling</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Architecture]]></category>
		<category><![CDATA[Marketing]]></category>

		<guid isPermaLink="false">http://sigmahk.wordpress.com/?p=16</guid>
		<description><![CDATA[This is pretty basic stuff but I&#8217;ll reiterate it anyway because I&#8217;ve seen it ignored time and time again. When designing user interfaces, figure out first who the user really is. Everybody wants a user interface that&#8217;s readily understandable by novices and experts alike but it takes a lot of work and a lot of skill [...]<img alt="" border="0" src="http://stats.wordpress.com/b.gif?host=sigmahk.wordpress.com&amp;blog=10428829&amp;post=16&amp;subd=sigmahk&amp;ref=&amp;feed=1" width="1" height="1" />]]></description>
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		<slash:comments>0</slash:comments>
	
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			<media:title type="html">Mark Westling</media:title>
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		<title>What To Scale And What Not To Scale</title>
		<link>http://sigmahk.wordpress.com/2009/11/11/what-and-what-not-to-scale/</link>
		<comments>http://sigmahk.wordpress.com/2009/11/11/what-and-what-not-to-scale/#comments</comments>
		<pubDate>Wed, 11 Nov 2009 06:44:58 +0000</pubDate>
		<dc:creator>Mark Westling</dc:creator>
				<category><![CDATA[Architecture]]></category>

		<guid isPermaLink="false">http://sigmahk.wordpress.com/2009/11/11/what-and-what-not-to-scale/</guid>
		<description><![CDATA[Scalability is a critical issue in mobile advertising. If it’s not an issue for you, then you’re not delivering enough ads to make any money. But let’s assume you’re getting over a hundred ad requests a second from a mobile subscriber base in the millions and you’ve found a way to make money off those [...]<img alt="" border="0" src="http://stats.wordpress.com/b.gif?host=sigmahk.wordpress.com&amp;blog=10428829&amp;post=6&amp;subd=sigmahk&amp;ref=&amp;feed=1" width="1" height="1" />]]></description>
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		<slash:comments>1</slash:comments>
	
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			<media:title type="html">Mark Westling</media:title>
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		<title>Introduction</title>
		<link>http://sigmahk.wordpress.com/2009/11/11/introduction/</link>
		<comments>http://sigmahk.wordpress.com/2009/11/11/introduction/#comments</comments>
		<pubDate>Wed, 11 Nov 2009 06:42:33 +0000</pubDate>
		<dc:creator>Mark Westling</dc:creator>
				<category><![CDATA[Sigma]]></category>

		<guid isPermaLink="false">http://sigmahk.wordpress.com/?p=4</guid>
		<description><![CDATA[The intent of this blog is to share experiences in mobile phone advertising and marketing technology. From time to time I’ll probably also add things about doing business in Hong Kong and the rest of Asia. There’s also a good chance I’ll include tips for surviving trans-Pacific flights. First, a quick introduction. Sigma Limited is [...]<img alt="" border="0" src="http://stats.wordpress.com/b.gif?host=sigmahk.wordpress.com&amp;blog=10428829&amp;post=4&amp;subd=sigmahk&amp;ref=&amp;feed=1" width="1" height="1" />]]></description>
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		<slash:comments>0</slash:comments>
	
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			<media:title type="html">Mark Westling</media:title>
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