So, is 2011 finally the year of Mobile?
For the last 3 years, it was said to be the year of mobile. However, until now it never really exploded; this was mainly due to the overall low mobile internet usage. Gone are the days where Smartphones were too costly and trying to connect to the internet via your old Nokia brick was near to impossible.
With smartphones becoming more accessible things are starting to kick off and usage is gradually rising. By 2013, Google estimates there will be more mobile browsers than desktop browsers.
So what’s causing all the hype and what will advertisers be focusing on this year?
Apps and mobile advertising
It has just been announced there are over 10 billion Apple Apps downloaded so far and with Google Android looking to take over Apple iOS, Android app downloads will certainly bolster that number. With the increase in tablet devices/iPad and the rollout of iAd, mobile advertising will be at the forefront of everyone’s minds.
Vouchers, coupons and QR codes
QR codes are on the increase, we are now seeing them on TV, magazines, outdoor billboards, tube advertising and in-store. QR codes are more than a standard barcode, they can store much more data, including url links, location and text which is all digitally presented.
An increasing number of companies are signing up to O2’s location-based marketing service - You Are Here. This sends promotional mobile messages to O2’s customers when they are within a certain distance of a participating outlet.
The future for mobile voucher and couponing will definitely be augmented reality based. Software is already available that will enable users to determine current locations via GPS as well as hunt for nearby vouchers within the area. The results are displayed using real world video and will display exactly what the user sees at that point in time via a camera or mobile device! This has been big in Japan for years and the trend looks set to replicate itself in Europe.
Location based services
Social networking has always been about building communities and engaging with people. Now with location based updates you can check into Foursquare and Facebook Places and meet up with friends in the area at the drop of a hat. Brands have already embraced this by registering their business on both platforms. Special offers are given for those that become Mayor of that location or simply by just checking-in. A great way for businesses to increase revenue and reward loyalty.
Contactless payments
With the 2012 Olympics in London on the horizon (a perfect target launch date) and companies developing mobile contactless payments solutions, we could soon be swiping our phones to pay for bus/train travel and possibly even coffee!
With so many exciting mobile developments and companies jumping on board, if you don’t already have a mobile strategy in place, now is definitely the time to start working on one.
