What is it all about?
Mobile networking is rapidly changing the way we all communicate. Once a simple cell phone now has turned into a vital multimedia communication tool that enables all of us to enhance our very busy lives, and be more productive. They provide features that accommodate the general consumer and business person. From the student, to the executive, to the job seeker.
They offer company brands the ability to carry a one to one experience with their audience from anywhere imaginable. No longer is this type of immersivity limited to the desktop. No longer is data capture limited to a web browser. And eventually, no longer will all this be limited to a cell phone.
Mobile time vs. internet time
I was speaking with Byron Bertrim, formally with Fuel Industries and is now started up his own mobile gaming company. He spoke to a very interesting scenario regarding the differences of mobile time vs. internet time. When users are on the internet, they are usually multitasking, searching for information, working on their computer with multiple files open. So their focus and time is limited. However when people are using their mobiles, they may be commuting, in transit, waiting for a friend or in a waiting room. What is often called fill time. They are more passive and willing to explore, download, be entertained. They have more time to fill and are not necessarily multitasking.
The market opportunity at a glance
There are now more mobile phone subscribers in the world (1.4 billion), than there are landline phones subscribers. The mobile phone is becoming a primary means of communication, not only for voice but also for digital services, email, digital photos, navigation, etc. Worldwide over 350 billion text messages, also known as “SMS Messages,” are exchanged across the world’s mobile networks every month, with over 15% of these messages, according to the Yankee Group, being classified as commercial, or marketing, messages.
Watching video on a mobile phone is a very recent phenomenon, in the very early stage of the product life cycle. Twenty eight percent of the mobile phones in the market offer the capability, one percent watch today and twelve percent show interest in viewing mobile video in the next six months.
89% of Major Brands Planning to Market via Mobile Phones by 2008; Mobile Marketing to Accelerate with More Than Half of Brands Planning to Spend up to 25% of Marketing Budget
By 2008, 89% of brands will use text and multimedia messaging to reach their audience, according to an independent survey of 50 brand name companies commissioned by Airwide Solutions.
According to the survey, brands expect mobile marketing to become far more effective than traditional direct mail, with 47% expecting between 5% and 15% of recipients to request more information or a sample, and 34% expecting between 5% and 20% of recipients to undertake a financial transaction after receiving a mobile marketing message.
China and Europe lead in mobile
Identifying the top twelve subscriber growth markets for between 2005 and 2010, Pyramid Research said China leads with 279 million subscribers during the next five years. India and Indonesia follow, adding another combined 200 million. Africa and Middle East will see four of its markets among the top 12, including Nigeria, Algeria, South Africa and Turkey.
Although the US is a dominant user of internet services they have been much slower at adopting mobile services into their everyday lives. This is a great opportunity to lead global strategies in using mobile services for recruiting.
The Rise of Mobile Advergames
Mobile games have garnered a massive amount of industry press over the last year, with worldwide sales expected to top $1.7 billion by 2008, according to IDC. As a result, marketers in numerous industry categories have taken notice. And many are setting their sights on using mobile games not just as revenue earners, but as exciting new venues for selling everything from automobiles to motion pictures.
And the possibilities are there and already being done…
Imagine the ability for companies to publish sms codes onto their ads, billboards, commercials, direct mail that allowed the audience to type into their phones to submit their resume/profile instantly to that opportunity, no matter where they are. All of their data is tracked and captured. Could even be linked up to the monster profile database. Already there are several start ups building this technology so that job searching and applying is all mobile.
With new information services and unique value added services being developed, the popularity of SMS is increasing further. SMS is uniquely positioned as a very attractive advertisement medium for mobile marketing.