We already have seen some initial data on iphone usage according to AT&T released their first full year stats and reported iphone users use 10 times the data of non iphone users. Another recent report focused on Australian users by Amethon Solutions found that the average length of time on sites was higher than even the average length of time on a desktop .
Interestingly, search is a major point of access fro most sites with something like 97% of searches are coming from Google. With this observation around user behaviour, the development of googles Android platform is also one worth watching. The telcos are still dodging any direct commitments to this but it is definitely an interesting area to watch.
While on the topic of mobile, the mobility of applications also poses interesting changes in the evolution of the internet on devices. While the complexity of operating systems and devices remains a challenge for mobile content producers, the implications of an open environment and the higher levels of interactivity certainly makes mobile an interesting area for marketers to think about.
The following chart from a recent study by M:metrics indicates that with the evolution of devices, mobile will soon be as important as desktop environments when it comes to connecting with customers.
I am interested in the topics of discussion around mobile that people are most interested in exploring. Some initial food for thought from my discussions around the industry are:
- How will the evolution of more functional devices change our expectations on mobile internet
- Mobile search – what is the future
- Future of mobile advertising
- What are the implications of open id and data portability in a mobile environment
Anything else…?
Graham Christie (Big Mobile) says:
Huge growth for Mobile Marketing is assured, it’s just how much and how quickly. 2009 may be the big one, actually 2008 has been in many ways. EMarketer paints a typically bullish picture of over 400% growth to 2012, but even if you half it, the momentum would still be viewed as significant.
But Mobile needs to wrestle with some biggies now and I’d welcome the opportunity to hear from the Mobile Marketing community around these sorts of areas:
•Role of Mobile. What are the best opportunities for driving genuine utility on the Mobile, is Location the turnkey, and where does brand fit?
•Apple versus Android versus Symbian. What do the strengths of these open or more guarded platforms mean for Marketers and their Agencies?
•What Cross Network connectivity and standards adoption initiatives will help?
•What have been the most impactful ways brands have derived value from Mobile Marketing?
•Finally, outside of the Mktg Dept, how is Mobile starting to take a role in Service, Sales, and Operations areas, reducing Opex as well as generating value?
Looking forward to the debate.
Hi Jen,
I think the whole choice between sms, mobile web and mobile apps is becoming very interesting for mobile marketers. E.g. compare the broad accessibility of SMS campaigns, the more targeted mobile web campaigns (inc. QR codes), and the very rich iPhone app marketing campaigns (either AdMob style or Pink & Snow Patrol’s standalone iPhone apps) to an even smaller, but likely to be more engaged, market.
The Mobile Industry will have some pretty interesting new options to watch develop and make investment calls in – almost as soon as the sulphur residue from New Year fireworks clears.
Android, Symbian, plus new Nokia plays mean that the game will genuinely be afoot.
By the time Ad:tech takes place there will be some learning’s on, and I suggest worthy inclusions for Conference in, i.e.:
Mobile Web versus Apps. What UI is appealing to consumers and driving usage.
Closed and Managed protocol (Apple) versus Open Android.
Next Generation Portals, what’s next and how will it change the game.
Developer Profitability who is actually making money out of Apps.
Hardware. Is early commentary on Blackberry Storm accurate.
The draft Conf Schedule seems capable of encompassing these by the looks of it.
All energising stuff.
I think that at the absolute heart of this, has to be the user and there experience. Yes, there are some great new devices; yes, there is a question between apps and web; yes, the iPhone (and other big screen mobile devices) offer a gorgeous interface.
But at the heart of it – if mobile is to achieve the ubiquitous consumer access that it is really designed for – it won’t be through apps, and maybe not through mobile sites. Outside of gorgeous screens, we’ve still got difficulties in developing and delivering apps across multiple handsets. Tempting as it is to stay at the smart end when doing development – this isn’t where the mass consumer base is. Brands may look sexy on the iPhone, but reach is an issue.
We’ve yet to see native mobile apps arise. We’re seeing some signs, but nothing really ‘native’ yet. Will 2009 and be the year? Not sure – I think likely 2010 or later.