Posts Tagged ‘mobile marketing’
By Mike Truskowski
The honeymoon of the mobile application industry is over. The fight for users – and the challenge of building a sustainable flow of money from them – has arrived. And it will only get tougher.
Raise your hand if you have a smartphone. Now think about your friends, family and colleagues. More hands up, right?
The popularity of these devices has ballooned from 9 percent of mobile phone sales in 2009 to a projected 50 percent by 2013, according to Gartner.
Hardware manufacturers and service providers are having a great time trading up their users to higher-margin handsets and contracts.
But perhaps the greatest untapped opportunity afforded by the smartphone revolution belongs to a third party: the providers of mobile apps and mobile content.
In the balance
With only one small screen to navigate, the mobile user is a captive audience. However, as the number of competing platforms, channels and applications grows, and the fight for consumers’ attention intensifies, turning a mobile app into a sustainable, profitable venture will become increasingly difficult.
Will ad revenues alone be enough for app backers to achieve this sustainability?
For apps built around the freemium model, how will developers know and establish the right balance between paid and ad-supported users?
Where firms do decide to charge for their software, content and other features, what will the most successful pricing models look like?
Those are just a few of the fundamental questions facing someone who wants to make money with apps.
In 2001, our firm explored the challenges of selling content online. Back then, those who were brave enough to put a price tag on their offering based their decisions more on “gut feeling and guesswork than hard data.”
PayPal’s suit against Google claiming the latter misappropriated trade secrets reflects the urgency around being the first to market with a viable mobile payments solution.
Both companies are trying to build a presence for themselves in the growing mobile payments space, which industry believes has significant potential even though there are still a lot of unanswered questions about how it will work. In the suit, eBay-owned PayPal says it has been developing capabilities to provide large retailers with next-generation “mobile payment” point of sale technology and services and that Google is also exploring this market.
“I think the case has to be understood in the larger context of the rush to be the first to market with a viable mobile payments solution,” said David Carter, an attorney at ArentFox, NY.
“This is an area where the first-mover is going to have significant advantage,” he said.
There is a lot at stake here.
Half of mobile device owners spend $100 or more on a purchase via their smartphone, according to a new study by JiWire.
The JiWire Mobile Audience Insights Report Q1 2011 shows that consumers are becoming increasingly comfortable making purchases via their mobile phones. Mobile commerce is n0t limited to small-ticket items either, with a growing segment of consumers comfortable making bigger purchases via their mobile devices.
“The fact that 50 percent of mobile device owners are willing to spend $100 or more is reflective of a broader trend that mobile commerce has moved beyond ringtones to much bigger-ticket items,” said David Staas, senior vice president of marketing at mobile advertising firm JiWire, San Francisco. “Mobile moving into the higher tiers means it is becoming a mainstream commerce platform and that’s an exciting trend to see.”
The report shows that mobile consumers are growing more comfortable shopping via a mobile device, with 84 percent of the mobile audience partaking in some sort of shopping behavior on a mobile device in the first quarter, up from 70 percent in the previous quarter.
This includes the 20 percent of consumers who researched and made a purchase from their device.
Russell Buckley writes:
You may have read in the news over last few weeks that I’ve taken the decision to return to a full time role in the mobile marketing scene, as Chief Marketing Officer of Eagle Eye Solutions in the UK. I thought I’d take the opportunity here to explain my thinking a little and why I believe this is where the action is going to be in the next few years.
Firstly, let me clarify one brief point. When I wrote about my plans a month ago I suggested that I would be looking at some advisory work, investing and mentoring. This is something I’m still doing and plan to continue, so taking a full time gig is not a u-turn in any way, but very much complementary to the work I’ll be doing at Eagle Eye. You’ll still hopefully see me on the speaking circuit and I’m especially looking forward to the MLOVE Confestival taking place in a castle near Berlin at the end of June. I’ll be expanding on some of my recent talks about the exponential growth of mobile technology, The Singularity and the short and long term implications for businesses. And there’s a bunch of great speakers and plenty of partying to look forward to – check it out and book your place.
Anyway, back to mobile vouchers.
7-Eleven drives consumers in-store via mobile challenge promotion – Mobile Commerce Daily – Applications
here’s a nice one:
7-Eleven is driving “Hangover Part II” fans to its locations and letting them compete in mobile challenges to win prizes such as a trip to Las Vegas.
The company is letting consumers compete in challenges using the Scvngr mobile application. Consumers can check into participating 7-Eleven locations to participate.
“To drive awareness and sales of our 7-Eleven® stores® new, refillable Super Big Gulp® cups with characters from the Hangover Part 2,” said Margaret Chabris, spokeswoman for 7-Eleven, Dallas.
“We can accomplish this by communicating with on-the-go consumers and providing them the opportunity to win prizes by visiting a 7-Eleven store,” she said.
Mobile is introducing greater complexity than marketers have seen, faster than they are ready to handle it.
While the “mobile media matrix” is not as sinister as the matrix of film legend, I predict it will become a disruptive enemy of businesses that do not choose to be its friend.
Luxury brands know better than anyone that affluent consumers are highly particular about the things that they purchase.
Whether it is this season’s new Christian Louboutin pumps or that straight-off-the-showroom-floor M Series BMW, affluent customers usually know exactly what they want. The same can be said for the ways in which they shop.
As early adopters who place value in being among the first to have a coveted item, affluent U.S. consumers are more likely to carry a smartphone or tablet.
When historians look back on this commercial and cultural period, they will likely describe it as a time when the barriers between the physical and digital experience began to erode.
One of the hallmarks of this period will be the blurring of the lines between marketing channels, and the convergence and evolution into something new.
Today, location awareness and mobility have added context to even the most ordinary actions, while social media and the mobile Web have added a layer of immediate human connection to seemingly straightforward commercial transactions.
An old acquaintance of mine, Marko Ahtisaari, is involved in Blyk, the new mobile operator in the UK, providing free 43 minutes talk and 217 text messages. This is a unique new approach. Branding is the key word. Check it out at Marko’s blog and also read the Economist’s article The Next Big Thing. Blyk is really something to follow.