Development And Overall Use Of Mobile Apps To Skyrocket In 2010

by Mobile Marketing Watch
Jan 21, 2010

Mobile apps are big business these days.  Even though 2009 ushered in a wave of excitement and a rush of development for mobile applications, 2010 is set to be a breakout year in terms of marketers realizing the potential and overall usage by consumers.

A new report from DM2PRO and Quattro Wireless indicate mobile app investment should grow significantly this year, while spending on social apps, however, will grow stagnate even though more marketers have already developed the applications.

The study indicated that many marketers took a “wait and see” approach in 2009 in terms of a mobile app strategy, stating fewer than one-half of marketers created either a mobile or social app in 2009. Most of those surveyed plan to invest in a mobile app this year, however, with the iPhone being the platform of choice, followed by Android.

In terms of social compared to mobile in regards to a favorable platform for branded apps, Facebook took a demanding lead — with 79.8% of respondents utilizing the platform over others — with the iPhone a close second at 62.1%.  Surprisingly, Android and Palm tied with 9.5% of respondents favoring the new OSs.

End-user engagement was the dominating cause for a brand’s interest in using social or mobile platforms for its apps, but social sites were perceived as better for many top goals- including engagement, audience targeting, branding potential and overall reach.  Mobile scored higher on both creative control and persistence however.

By Jordan Cook

August 27, 2009

Consumers will adopt mobile marketing

Brands that get into mobile in the next year will become a catalyst for mass-consumer adoption of mobile marketing and commerce, according to a study by Mind Commerce.

The study shows that the world market for mobile marketing and advertising is projected to reach $50 billion by 2014, up from $29 billion currently, representing an annual growth rate of 12 percent. With the rapid maturation of this market, brand managers will have quite a bit to celebrate as this gold-mine marketing channel fully emerges.

"Marketers who set the trends will enable their customers to adopt new means of consuming their goods and pave the way for others with a ‘wait and see' attitude to play catch up," said Fred Taylor, research director at Mind Commerce.

"Testing the mobile waters today is the best strategy for brand managers who have been reluctant so far to take the wireless advertising and marketing plunge," he said.

The study from Mind Commerce outlines several key steps to planning a mobile marketing or advertising campaign, strongly recommending that marketers integrate mobile into a multichannel, cross-media marketing strategy.

This way, brands can build upon the foundation that has already been laid out on other platforms such as television, online, print and radio.

The first recommendation from Mind Commerce is to customize the consumer experience.

With mobile, marketers have the opportunity to speak to consumers one-on-one with relevant content at a specified time.

"Marketers should ensure that their mobile campaigns target consumers with precise messaging that caters to individual needs rather than mass appeal," Mr. Taylor said.

"Astute marketers will capitalize on that capability by ensuring text-based campaigns incorporate messages that compel recipients to take action -- such as clicking through to a Web site, redeeming a coupon, or replying with their personal information," he said.

The study also suggested establishing realistic measurement plans.

According to the study, performance-based metrics should include click-throughs to Web sites, response rates and return on investment, to name a few.

However, Mind Commerce also encourages including deeper analytics such as the impact of mobile on brand equity, A/B message testing (pre-campaign message trials targeting various demographics and regions) and even shop-to-buy conversion ratios via mobile commerce.

While mobile search campaigns have huge potential for the future, direct response campaigns are a brand's best bet in engaging today's varied consumer demographics.

"Mobile search campaigns, especially localized search, as this report has shown, will be the future breadwinner for wireless marketing campaigns," Mr. Taylor said. "Now is the time to test the ‘keywords' that optimize return on search-based marketing initiatives.

"[Marketers should] explore the benefits of coupling mobile search terms with mapping functionality, directory listings, and banner display ads that appear in search results," he said.

"While Google and Yahoo afford the best venues for mobile search and lead generation opportunities, do not ignore the niche local search players, such as Whitepages.com, as possible mobile marketing channels."

Another important tactic for mobile marketing and advertising is to ensure that the brand-awareness messaging is consistent across all media, including mobile.

The challenge lies in creating messaging that works on a big screen such as a TV or computer but that is also easily identifiable on a small handset.

Mind Commerce recommends developing a direct response campaign with a strong, coherent message.

The final piece of advice from Mind Commerce's Mobile Marketing and Advertising 2009 study is to follow the trends in the mobile space related to marketing, advertising and technology.

"Marketers should keep abreast of changes in handheld technology that will effectuate more sophisticated mobile-based branding opportunities, including larger screens, faster attachment
downloads, richer and sharper video streaming, and GPS mapping capabilities," Mr. Taylor said.

"Mind Commerce expects consumer adoption of these improved handhelds to increase rapidly by late 2009 and marketers who stay ahead of these and other related technology trends would reap the benefits of greater campaign returns," he said.

Jordan Crook is an editorial assistant at Mobile Marketer. Reach her at jordan@mobilemarketer.com.

Gartner: Handset sales down, smartphones rise

Wednesday 20 May 2009

The latest figures from Gartner reveal that worldwide mobile phone sales totalled 269.1 million units in the first quarter of 2009, a 9.4 percent decline over the year-earlier period and the largest quarter-on-quarter contraction since Gartner began monitoring the market on a quarterly basis in 2001. However, the gloom in the sector was offset by encouraging smartphone sales, which surpassed 36.4 million units, a 12.7 percent increase from the same period last year. Nokia continued to lead the overall market, but its share dropped to 36.2 percent from 39.1 percent in the year-earlier period (see table below). However, Motorola showed signs of improvement, overtaking Sony Ericsson to regain the fourth place it lost in the previous quarter. Second-placed Samsung registered the strongest quarter, lifting its market share to 19.1 percent on sales of 51.4 million units. 

Worldwide Mobile Terminal Sales to End-Users in 1Q09 (thousands of units).
Source: Gartner

By Reporter Wireless and Mobile News on December 3, 2008 1:56 PM

Coupons delivered and redeemed via mobile phones are forecast to be used by some 200 million mobile subscribers globally by 2013, according to a new study by Juniper Research.

The Juniper Research report determined that the mobile coupons market is currently most advanced in Japan and Korea, but that growing numbers of mobile coupon services are being offered in the USA and Europe across all the main retail sectors including restaurants, entertainment, shopping and grocery. The developed nations of the Far East, North America and Western Europe are forecast to account for the major part of the market by 2013.

Report author Howard Wilcox gave more details: "Today the overwhelming majority of coupons are paper-based, but the mobile phone is the ultimate individual marketing device and mobile coupon pilots show greatly increased redemption rates -- often double digit percentages."

The Juniper report highlighted the increased benefit in user convenience and the greater efficiencies for organizations operating mobile coupon campaigns as the two key benefits for the adoption of promotional coupons on the mobile platform. However some significant hurdles were identified, including the lack of suitable point of sale (POS) infrastructure at the supermarket checkout allowing for the quick and easy redemption of coupons, which is critical to the consumer shopping experience.

Nearly all mobile coupon usage today is in the Far East region. However by 2013 Western Europe and North America will together account for almost 20% of coupon redemption values. Technology is also a factor, with most mobile coupons today delivered by a code (often bar code) and SMS. In future, Near Field Communications (NFC) will become popular in this application.

The Juniper Research study provides an analysis of the trends and issues affecting this market, exploring how the mobile coupons market will develop. The report provides forecasts of user take-up, coupon redemptions and values. The report also presents profiles of 6 key vendors and 12 mobile coupon trials and services pioneering in this developing market. 



                           

March 4, 2008- San Francisco, CA, The Nielsen Company came out with their bi annual Mobile Advertising Report that surveyed more than 22,000 active subscribers who had used at least one Non-voice mobile service during the 4th Quarter.

According to the Nielsen findings, 23% or 58 million US mobile subscribers claims that they have seen mobile marketing ads on their phones in the past 30 days. 28 million users said that they responded in those ads in some way.

The study further reveals that

• Between the 2nd and 4th Quarter of 2007, a 38% increase from 42 to 58 million subscribers recall seeing mobile advertisements

• Teen data users ages 13 to 17 age demographic are the most likely to recall seeing mobile ads, 46% recalled seeing some type of mobile advertisement as to 29% of all data users.

• 42% of Asian Americans and 40% of African- Americans are more likely to recall seeing mobile ads than all data users

• 26% responded to mobile ads at least once via Text messaging, which is the most accepted ad response. 9% used click-to-call response, wherein users follow a link to call a certain number to answer an ad.

• 32% of users said they’re open to mobile advertising if it cuts their overall bill.

• 13%, where 18% of males, said they are open to mobile ads if it improves the media and content that is currently available.

• 14% of data users said they are already open to mobile marketing if its relevant to their interests.

• 23% of data users are expecting to see more mobile advertisements compared to just 15% in the 1st Quarter of 2007.

In this study, although 10% mobile users said that receiving mobile ads on their phone is just adequate, more and more users seem to understand the significance of ad supported mobile content. This clearly states that the consumers are willing to participate in mobile marketing efforts so long as they find the content relevant to their interests. For the advertisers, they must explore ways to develop campaigns that will conform to the consumers’ demand for more quality mobile content.

To view the full article, please go to: http://www.nielsen.com/media/2008/pr_080305a.html

About The Nielsen Company: The Nielsen Company is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media information (Nielsen Media Research), online intelligence (NetRatings and BuzzMetrics), trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit www.nielsen.com.

Non-voice data access using handheld devices

March 2008, 62% of all Americans are part of a wireless, mobile population that participates in digital activities away from home or work

According to the Pew Internet Project’s December 2007 survey:

58% of adult Americans have used a cell phone or personal digital assistant (PDA) to do at least one of ten mobile non-voice data activities, such as texting, emailing, taking a picture, looking for maps or directions, or recording video.

Consumers who have experienced mobile marketing is continuously increasing. One of 20 survey participants had participated in mobile marketing. The study shows that most of those who participated belong to the 25-44 age groups.

This comes to 62% of all Americans who have some experience with mobile access to digital data and tools. That is, they have either used a cell phone or PDA for a non-voice data application or logged on to the internet away from home or work using a wireless laptop connection or with a handheld device. The Pew Internet Project’s December 2007 survey interviewed a sample of 2,054 adult Americans, which included 500 respondents contacted on their cell phones.

Accompanying this changing nature of access – no longer slow and stationary, but now fast and mobile – has been a transformation in how people value their media access tools.

When asked how hard it would be to give up a specific technology, respondents are now most likely to say the cell phone would be most difficult to do without, followed by the internet, TV, and landline telephone. This represents a sharp reversal in how people viewed these technologies in 2002. 

                         To view the full article, please go to: http://www.pewinternet.org

Millennial Media Reveals First View of U.S. Mobile Advertising Campaign Data for Brand Advertisers