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The mobile landscape – The truth behind the hype
This year, 2010, seems to be the year of mobile. Any organization that deals in the media Digital is talking about it, Wall Street analysts are lionising potential and a growing number of big brands to implement its mobile strategy. Any marketer self-respecting international is plotting a course to access the pockets of the four billion mobile subscribers worldwide. Many organizations are meeting associated challenges facing today's technology and this work points the way for innovative brands to begin implementing wireless high-impact initiatives immediately.
However, running a mobile strategy today is an evolutionary process, and major obstacles to overcome in building effective, broad-based initiatives mobile. It is not just to offer a new piece of technology (which is increasingly easy), but also about the application of this technology to market is going and how to reach your customers covering the mobile channel. Obviously, the need to create a compelling user experience is key to the success of your campaign. We have learned through painful experience that customers actually test their mobile channel only once before deciding whether or not to give 'general air-play. "
Why is 'go' mobile so hard? In short, the mobile medium has very different actors in the manufacturing companies phone to the editorial content platforms and many others. There are few rules to move content through various mobile carriers and still is a bit daunting for the uninitiated to navigate. Despite the noise and the explosive "growth of this market there are only a handful of vendors that understand how to grow and publish rich, compelling, relevant and compelling content through multiple types of mobile devices now available.
The first obstacle overcome exists in the form of mobile devices. Consumer expectations of interactive media experience has been shaped by the Internet, and Internet experience no correlates directly with the small screen size is limited by the bandwidth of the mobile environment. mobile initiatives should be conceived and designed specifically to support a compelling mobile experience. Our experience to date has been that this is uncharted territory for the vast majority of brand strategies mobile and has been characterized more by the trials that national and international releases.
The next challenge is that, unlike the open Internet based standards, the mobile world is very fragmented. There are currently over 30 mobile phone manufacturers increased production of more than 500 phones different, with significant variations in operating systems, screen sizes, screen resolution, processing speed, memory and performance. These differences mean that the mobile content and applications must be adapted to run on multiple devices, different, largely complicating development efforts. Additional variations in the provision of services among more than 600 companies add even more complications and cost of development. For these reasons, many mobile campaigns today is confined to a carrier and a handful of devices, which compromises its scope, for the most basic of content technologies, which commits efficiency.
Perhaps the most important question to be answered is: "Do you think the hype and if so, is the right time for me to go 'mobile' now? ". If the answer to both questions is" yes "the next question is" How can I gain competitive advantages comparable to those of the pioneering web initiatives a decade ago? "
As the mobile market is in a constant state of flux and the noise level is still rising – What are the possibilities that an innovative brand?
There are five different methods tried and trusted mobile initiatives to expand to new audiences, who were next in the order chronological market entry general.
1. Text messaging via SMS has a universal scope, and offers simplicity. It also uses non-voice most common mobile devices, accessed by anyone who texts from family or friends and download ringtones and provides a solid delivery mechanism.
2. Enriched content distribution via MMS (Multimedia Messaging Service) offers basic video, audio and photos along with text, and can be used for more colorful, animated seductions as directions to a restaurant or a coupon for a movie. SMS and MMS can team up with SMS to the initial application and MMS provide rich content delivery. On the negative side, SMS / MMS very limited choice of content delivery – only 160 characters. SMS, with text only, can deliver posts only naked. While MMS added basic multimedia, and share a further limitation of SMS as they provide only two-way walkie-talkie type communication. Useful to alert users to special offers and monitoring of accepting the offer by sending simple and static content. Not provide a means effective brand experience and should be used with caution, no one likes to receive unwanted text messages on a mobile phone, or worse, keep use charges.
3. The mobile Web use WAP (Wireless Application Protocol) to access websites. The WAP browser, which works much like a browser Based on computer, but simplified for the mobile environment can offer a user experience much more satisfying that SMS / MMS can, and is fully interactive. Mobile phones with browser capabilities are the mainstream, and while the usage is less common than SMS / MMS, approximately 75% of all devices Internet phones are enabled. What users do with their WAP browser behavior differs markedly from the computer browsers, such as web browsing general on a mobile device simply does not work that way. No mouse, no keyboard appropriate connections are slower and web sites designed for access to computer usually show awkwardness in small mobile screens. This makes the mobile Web best suited to public services that target specific audiences with tailored offerings. For example, a mobile service that displays airline flight status, schedule information, itineraries, and offer changes flight and check-in. In other words, the delivery of a limited portion of the content and functionality available on the website of a brand, complete with specific format mobile. Having identified the correct application, the challenge of accommodating the variations between the devices and carriers is maintained.
4. Download applications rich media that support a wide variety of environments such as Java, BREW, Windows Mobile, Symbian, Android and iPhone, are now hitting the headlines. These applications allow a user experience much richer than the SMS / MMS, mobile Internet, with the addition of high-quality video and audio and display a higher level contextual such as menu options to make optimal use of screen space at any given point of the user experience. Creating weight mobile applications requires more than simply deciding what content to include and where to reformat the entire web page and need to create fresh content and interaction designed and optimized specifically for the mobile experience. Although most phones are rich-media capable multimedia device few applications are independent. For example, Apple boasts that there are now over 100,000 applications or Apps iPhone (target = "_blank"> http://bit.ly/803DzU) for this specific device – but it is very unlikely that the vast majority of these will always be ported to other phones. That is largely a development issue and means that the proliferation of these applications can not be everywhere, unless they develop for every single type of smart phone. Unlike the world of computing, a version of Java that runs on a mobile device does not necessarily work on other mobile devices. Given the proliferation of specific Java implementations the device, choose brands that offer rich media applications are often forced to choose the devices that will support, in order to control the development and costs of analysis.
5. Flash Lite is a runtime environment optimized specifically for mobile phones. Flash Lite enables OEMs and operators to differentiate their devices through customized user interfaces, a more complete Web experience, and the ability to access video and mobile content across devices.
Now that we've covered what is available we must consider that a mark must start implementing these technologies. Most brands that have launched your mobile strategy often started their initiative with a focus on marketing and have greatly limited this activity to SMS / MMS campaigns, use the interaction most basic user. Those who have ventured more typically associated with a range of providers and mobile Web is multimedia experience. Due to the inherent bias technology, there is a risk let technology drive the application, instead of driving business objectives of the application. Ideally, a brand that want to optimize their efforts better service by partnering with a vendor that can support their strategic initiative with what technology is best suited for the task, which combines multiple technologies to support different aspects of the mobile initiative when appropriate. It would be a bold step to start an initiative the "in-house resources that do not have a history of success and at this stage of market development is a small but growing number of providers offering platforms robust and reliable development – not unlike the early days of the Internet. The wise choice must be a seller that has been around for some time with a proven track record of producing an exponential growth from the mobile channel.
If you are seriously interested in divination and the implementation of its strategy phone you'll be glad you made the decision because the sooner you start mobile campaigns with high impact, the sooner you will have a major competitive disadvantage advantage to reach 4 billion global mobile phone subscribers ( http://bit.ly/5bqD9c ).
In conclusion, there is now hard data ( http://bit.ly/4JJDq4 ) showing that the Internet Mobile is growing faster than desktop made Internet. Currently there is an explosion in mobile data growth is expected to continue for some time. Mobile is here to stay and is only going to dwarf the first wave of the Internet because of its ubiquity, the necessity, convenience, and proximity to almost everything do.
About the Author
Peter is the co-founder and Executive Chairman of mobile internet specialists Mobestar.
Peter’s background has been heavily focussed on achieving quarterly and annual revenue targets whilst driving companies toward profitability. Peter is driven and motivated by the need for growth through the holistic application of consistent sales achievement, prudent financial controls and good corporate governance. Peter’s achievements and success are the result of a highly tuned sales talent, an entrepreneurial flair and natural leadership ability.
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