It's absolutely an interesting article to read about. It clearly shows that the "instantaneous" of mobile marketing. As compared to email marketing, mobile marketing is 720 times faster to be read !! See ~ ~ It's instant !!
Mobile phones are the most widely used technology in the world. At the end of this year, there will be 5,8bn people with mobile devices, meaning there are twice as many mobile users as Internet users. Consequently, there are myriad opportunities to make a fortune for those who get it right.
These are the views of author and consultant Tomi Ahonen, who was speaking at the Mobile Web Africa conference in Johannesburg on Thursday. Ahonen says companies whose advertising agencies don’t have a mobile plan should “get a new agency” because companies without mobile strategies may find themselves without customers in years to come.
Ahonen says mobile is a far speedier way to reach consumers than other digital channels. A study conducted in New Zealand found that the average e-mail is read 48 hours after it is sent, while the average SMS is read in four minutes. “SMS is literally 720 times faster than e-mail in message-opening throughput.”
Also, mobile device users are addicted to their devices. Nokia reported at MindTrek 2010 that the average person looks at their phone 150 times a day, or once every six-and-a-half minutes of every waking hour.
In Africa, it’s 82 times a day, according to Young and Rubicam in its Mobile Mania Report published in April 2011 — thus, even, in Africa mobile users check their devices on average every 12 minutes.
He says multinationals are seeing not only the value of mobile channels for reaching customers, but the necessity. “Coca-Cola’s global strategy is 70:20:10. Seventy percent of its digital spend goes to mobile messaging — MMS and SMS — 20% to mobile Web and only 10% to apps,” says Ahonen.
Coca-Cola’s director of international media, Gavin Mehrotra, told the MAA Asia Forum in May that SMS is “priority number one” for the company because only with text can you reach everyone. Similarly, Ahonen says Ford said in February that every subsequent ad campaign the company runs will have a mobile angle.
Despite the growing prevalence of mobile devices, Ahonen warns that the future isn’t going to be about mobile only, but about its role in cross-platform interactions. He says television, radio and other media won’t die, but that mobile will continue to grow as a complementary media channel that does other things like payments.
“US jewellers Tiffany’s e-commerce website wasn’t optimised for mobile. After optimising it, sales grew 125% from the website,” says Ahonen. He says this proves there isn’t going to be “one Internet”.
“The PC Web needs to be PC-optimised, the mobile needs to be mobile-optimised.”
Ahonen says in Japan all websites are designed for mobile first and that it should be the same in Africa.
In another example of the potential of mobile, Ahonen says in China mobile newspapers have converted 39% of their readers to pay for MMS news headlines. “’Tomorrow’s headlines today’ is the selling point.” China Mobile has 40m paying users on SMS- and MMS-based twice-daily headline services of branded newspapers’ headlines.
“Mobile is the fastest growing industry ever,” he adds. “It went from naught to $1 trillion in 2010, and is set to double by 2020.”
When the global financial downturn hit in 2008, only mobile kept achieving “robust growth”.
Ahonen calls mobile the “greatest economic opportunity of our lifetimes” and says “most billionaires won’t come from the wealthy countries but from the emerging world where customers are and where innovation is happening”.
Successful mobile marketing, according to Ahonen, comes from engagement. Nigeria, the second largest market for Guinness, ran an instant rewards/coupon SMS campaign that saw 25 000 entries a day, 36% redemption at launch and still received 17% redemption two months later.
“McCafe Indonesia saw an 18% response and 16% redemption rate on a coupon campaign it ran in comparison to its Web ads which got a 0,2% response. So mobile was 90 times better.”
Another burgeoning opportunity is in mobile shopping. Tesco’s South Korean supermarket Home Plus offers home delivery and customers can shop via QR codes on posters on the underground transport system and have their items reach their home before they do. Ahonen says this initiative increased sales by 130%.
Using Moore’s Law, which says that processing power doubles every year while the cost of production halves, Ahonen predicts that by 2020 even the cheapest “Africa phone” will have 3G, Wi-Fi, a touch screen and an 8-megapixel camera and will cost $10. – Craig Wilson, TechCentral
Source: by Editor on 25th November 2011.
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Friday, 25 November 2011
Thursday, 24 November 2011
Asia Pacific - Mobile Advertising Space Worth US$32B Dominated By Japan, Asia Pacific And United States
With the increasing numbers of mobile phone subscribers, marketers have foreseen that mobile advertising is the efficient and effective medium to increase / accelerate the growth of revenue streams. So when is your turn?
The mobile advertising market is expected to be valued at US$32 billion by the end of 2017. A number of factors are driving growth including the increased number of consumers with mobile phones, the availability of high Internet bandwidth and the increased penetration of smartphone usage. Mobile advertising is expected to expand strongly in Latin American and Asian markets.
Interestingly, active mobile subscriptions far exceed the volume of Internet users and it is for this reason that advertisers are seeing this space as having the greatest potential in the future for revenue. Consumer decision making in the real-time environment can be influenced by companies in the advertising space, which places mobile advertising as an important tool with budgets for the ad format set to witness rapid growth.
Japan, Asia-Pacific and the United States represent the largest mobile advertising markets with Asia already reporting continuous growth in mobile advertising space expenditure by companies. The rising penetration of 3G networks in several Asian countries such as China, Indonesia and India, all highly populated regions, is expected to enhance the mobile advertising potential for growth.
Messaging represents the largest market sector in the global mobile advertising industry although it is the Search market sector which is forecast to see the greatest revenue growth up to 2017. SMS is highly used in the less developed and developing countries in Asia and it is this format which is where mobile advertising is expected to bridge the gap between the traditional campaigns and mobile advertising technology.
Currently the mobile advertising industry is highly fragmented with intense competition existing between the operating systems used and handset manufacturers. The market is set to consolidate as leading players focus on location tracking capabilities with mobile phones and social networks.
Source: by Press Office on 23rd November 2011.
The mobile advertising market is expected to be valued at US$32 billion by the end of 2017. A number of factors are driving growth including the increased number of consumers with mobile phones, the availability of high Internet bandwidth and the increased penetration of smartphone usage. Mobile advertising is expected to expand strongly in Latin American and Asian markets.
Interestingly, active mobile subscriptions far exceed the volume of Internet users and it is for this reason that advertisers are seeing this space as having the greatest potential in the future for revenue. Consumer decision making in the real-time environment can be influenced by companies in the advertising space, which places mobile advertising as an important tool with budgets for the ad format set to witness rapid growth.
Japan, Asia-Pacific and the United States represent the largest mobile advertising markets with Asia already reporting continuous growth in mobile advertising space expenditure by companies. The rising penetration of 3G networks in several Asian countries such as China, Indonesia and India, all highly populated regions, is expected to enhance the mobile advertising potential for growth.
Messaging represents the largest market sector in the global mobile advertising industry although it is the Search market sector which is forecast to see the greatest revenue growth up to 2017. SMS is highly used in the less developed and developing countries in Asia and it is this format which is where mobile advertising is expected to bridge the gap between the traditional campaigns and mobile advertising technology.
Currently the mobile advertising industry is highly fragmented with intense competition existing between the operating systems used and handset manufacturers. The market is set to consolidate as leading players focus on location tracking capabilities with mobile phones and social networks.
Source: by Press Office on 23rd November 2011.
Tuesday, 22 November 2011
Europe - Social Networking Use Among Mobile Users Grows in Europe
Mobile phones have been playing a major role in our daily lives nowadays. We are getting more engaged with mobile phones and seem like we can't live with them. Hmm do you feel kind of insecure when your phone is not with you?
The number people accessing social networking sites in France, Germany, Italy, Spain and the U.K. using their mobile phone has grown by 44 percent in the last year, market research company comScore said on Monday.
In September, 55 million users in the five countries accessed social networking sites or blogs on their mobile device, representing about one in four of the total mobile audience, according to comScore. Nearly half of these users reported doing it on a daily basis, a 67 percent increase compared to the same month last year, it said.
Twitter and LinkedIn more than doubled its audiences, but Facebook is still the biggest by a wide margin. Facebook's audience grew from about 25 million to more than 39 million. That compares to 8.6 million users for Twitter and 2.2 million users for LinkedIn, according to comScore's data.
Of the five countries, U.K. was the one with the highest penetration of smartphone users at approximately 47 percent, while Germany is lagging behind at 33 percent. That is reflected in the number of users who accessed social networking sites or blogs in the two countries: 35 percent in the U.K. compared to about 17 percent in Germany.
Using a browser is still the most popular means of access, but the use of applications is growing rapidly.
The growing popularity of social networking hasn't been missed by operators, mobile phone vendors and sites themselves, which are looking to increase the audience by working together on cheaper smartphones.
Last week, Orange launched three Alcatel One Touch phones with dedicated Facebook buttons that will be priced below €100 (US$135). Earlier this month MediaTek, a designer of software and chipsets for low-end phones, said it will put Facebook on feature phones that will cost below $50 before subsidies.
Source: By Mikael Ricknäs, IDG News on 21st November 2011.
The number people accessing social networking sites in France, Germany, Italy, Spain and the U.K. using their mobile phone has grown by 44 percent in the last year, market research company comScore said on Monday.
In September, 55 million users in the five countries accessed social networking sites or blogs on their mobile device, representing about one in four of the total mobile audience, according to comScore. Nearly half of these users reported doing it on a daily basis, a 67 percent increase compared to the same month last year, it said.
Twitter and LinkedIn more than doubled its audiences, but Facebook is still the biggest by a wide margin. Facebook's audience grew from about 25 million to more than 39 million. That compares to 8.6 million users for Twitter and 2.2 million users for LinkedIn, according to comScore's data.
Of the five countries, U.K. was the one with the highest penetration of smartphone users at approximately 47 percent, while Germany is lagging behind at 33 percent. That is reflected in the number of users who accessed social networking sites or blogs in the two countries: 35 percent in the U.K. compared to about 17 percent in Germany.
Using a browser is still the most popular means of access, but the use of applications is growing rapidly.
The growing popularity of social networking hasn't been missed by operators, mobile phone vendors and sites themselves, which are looking to increase the audience by working together on cheaper smartphones.
Last week, Orange launched three Alcatel One Touch phones with dedicated Facebook buttons that will be priced below €100 (US$135). Earlier this month MediaTek, a designer of software and chipsets for low-end phones, said it will put Facebook on feature phones that will cost below $50 before subsidies.
Source: By Mikael Ricknäs, IDG News on 21st November 2011.
Monday, 21 November 2011
Malaysia - Now DiGi customers in Malaysia can send free SMS through Gmail
Due to the widely acceptance of SMS (fast, instant, convenient), Malaysia's DiGi has incorporated SMS service with Gmail to enable its users to send SMS from Gmail via phone as well.
Customers of Malaysian mobile operator DiGi can now use Gmail to send free SMSes to friends after the carrier teamed up with Google to bring the service to the country.
DiGi, whose 8.8 million users account for 24 percent of country’s mobile market, has become the first Malaysia operator to provide the Gmail SMS service which is part of the search giant’s “Internet For All” initiative which is aimed at opening the Internet to more people.
Gmail SMS allows users to send free text messages directly to friends and family locally or overseas without their phone but it is not a one-way conversation. Responses to messages are also logged and appear as replies in the Google Chat bar within Gmail, while contact phone numbers can be stored in Gmail’s address book.
The deal also allows DiGI customers to use Gmail chat direct from their mobile, with all types of device supported. DiGi subscribers can take advantage of Gmail chat on their phone for the cost of a regular SMS, RM0.10 ($0.03) per message.
Google provides a four-step method to enable Gmail via SMS online:
- From Gmail, click on Settings, and go to the Labs tab
- Scroll down until you see “Text Messaging (SMS) in Chat” and select Enable
- Also enable the “SMS in Chat gadget” and then Save Changes
- You can send free texts to your friends in the US and many countries around the world
Source: By Jon Russell
Customers of Malaysian mobile operator DiGi can now use Gmail to send free SMSes to friends after the carrier teamed up with Google to bring the service to the country.
DiGi, whose 8.8 million users account for 24 percent of country’s mobile market, has become the first Malaysia operator to provide the Gmail SMS service which is part of the search giant’s “Internet For All” initiative which is aimed at opening the Internet to more people.
Gmail SMS allows users to send free text messages directly to friends and family locally or overseas without their phone but it is not a one-way conversation. Responses to messages are also logged and appear as replies in the Google Chat bar within Gmail, while contact phone numbers can be stored in Gmail’s address book.
The deal also allows DiGI customers to use Gmail chat direct from their mobile, with all types of device supported. DiGi subscribers can take advantage of Gmail chat on their phone for the cost of a regular SMS, RM0.10 ($0.03) per message.
Google provides a four-step method to enable Gmail via SMS online:
- From Gmail, click on Settings, and go to the Labs tab
- Scroll down until you see “Text Messaging (SMS) in Chat” and select Enable
- Also enable the “SMS in Chat gadget” and then Save Changes
- You can send free texts to your friends in the US and many countries around the world
Source: By Jon Russell
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