While this entrepreneur’s name may not be familiar to most,
Mike Johns, CEO of
UrbanWorld Wireless, quietly sits at the helm of one of the largest digital content providers targeting the urban lifestyle.
Johns created UrbanWorld Wireless (also known as
Udub) in 2001, offering news alerts and ringtones to an under tapped mobile market. His company now partners with major US cellphone carriers such as
Boost Mobile (a subsidiary of
Sprint), and has expanded to include original mixtapes and voicetones, interactive content, and viral marketing. Other properties include
Udub! Music, a new label with artists such as The Clipse, and
Hitechpimpin.com, an online guide to everything wireless with none other than Bishop Don "Magic" Juan as spokesperson.
In our first interview about African Americans revolutionizing technology and other industries, Johns gave
BuzzologySurveys the inside scoop on how he got into the wireless game, more on UrbanWorld, and what to expect with the next generation of mobile devices:
You were working as a marketing executive for Rap Page magazine when you decided to start a company offering products for urban cellphone users. What prompted you to make the leap to entrepreneurship?
"It started with the Motorola 2 way pager, while working at Rap Page, all the rappers that would come by the office had the device. The device was heavily embraced by the hip hop community, yet there was nothing on the device that catered to the urban audience. I teamed up with a programmer and we created a way to send hip hop news alerts across the device. From there, it was history!”
UrbanWorld has become the premiere wireless platform and content distributor for the hip-hop generation. How have you been able to position the company as a leader in a very competitive and crowded field?
"UrbanWorld’s successful positioning was based on four key components:
- Being one of the early players representing the urban space
- Having success with various artists on the roster help build a name. In the end, it’s a numbers game. If you’re bringing in the money, people listen. I was able to have a couple of key players on my side for the long haul. People and companies that believed in UW and our business.
- Key distributions deal with the top carriers and content aggregators, with the ability to merchandise content. Very key!
- Maintain good relationships, along with having consistent communication with any and all necessary follow-up.”
At the CTIA Wireless Conference earlier this month, UrbanWorld announced its UDub!News service, which provides the latest info in hip-hop and entertainment, now reaches over 4 million Boost Mobile customers. Share more details about how the deal with Boost came about, and some of your other partnerships.
“It was probably two years in the making. Boost business development approached us about making our news content available across their platform. After working through and establishing what necessary tech and components requirements would have to work, (for example, how billing was to be handled) we kicked it off!
"Regarding Jamster, "We already distributed ringtone content to (them) and they were looking to get further into the text alert business and wanted our content for their urban division. The ripple effect followed. We aim by the end of the year to be featured on all major carriers, as well as social sites such as Yahoo, MSNBC, GOOGLE, and CNN.”
You’ve also created very effective mobile marketing campaigns for the likes of Vibe, Fox Films, Rocafella, and Capitol Records, just to name a few. How successful has the wireless medium been for targeting younger, urban and other niche markets?
“Very effective, the kids live and die with their mobile device. I’m convinced mobile marketing is the most effective way to reach Gen X & Y.”
In January, well known hip-hop entrepreneur, Percy Miller (Master P) formally joined UrbanWorld Wireless as president of UDub! Music. What’s new over at the digital music label and who are some of your artists?
“In Q2, we’re going to drop unreleased material that we'll distribute to both digital and mobile platforms from The Clipse, 40 Glocc, Bonecrusher and Warren G. We got fire--trust me!”
Consumers are now able to use their mobile devices for everything, from blogging to online shopping and conducting banking transactions. The Web and mobile convergence has been a dominant trend. What else can we expect in the way of wireless over the next few years?
“Video conferencing, the ability to play movies, even faster processing time, cheaper data plans, all which will further increase mobile usage. Starting with audio and video, the mobile phone will be your passport, your access into the matrix. I’m serious, its happening now. We already have mobile banking, how to make food recipes, horoscope alerts, even porn available now on your mobile phone – services and capabilities will only continue to grow.”
There seems to be a void of African American owned technology companies. What advice would you give to up-and-coming entrepreneurs about starting their own tech venture, identifying capital and making a name for themselves?
“Do the research! You gotta love this with a serious passion! That passion will get you through any hurdle.”
Last question - so is comedian Katt Williams’ "Money Mike Pimp” ringtone still your most popular?
"He was the ringtone champ, and still does well...in light of the drama surrounding artist Remy Ma, her material has picked up tremendously."
From PRNewswire:
