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The mobile web is poised to be big. Really big. In fact, Morgan Stanley is estimating it's going to be at least twice the size of the "desktop internet." Within five years, the report predicts more users will connect to the web via mobile devices than PCs.
Morgan Stanley's report on the topic is truely massive: a 424 page report covering eight major themes; and an accompanying 659 slide PowerPoint deck. Both are available for download on the company's website.
What's the best way to reach frequent flyers on the go looking to spend money? For Continental Airlines, the answer was mobile banner ads. Over the summer, Continental ran sent banner ads to the mobile phones of consumers with household incomes over $100,000 that had traveled in the last three months.
According to MediaPost, the campaign increased awareness about Continental ads by 60%. Beyond the fact that consumers appear to be looking at banner ads in mobile, this campaign touches on the issue of mobile preparedness for brands.
As consumers become more dependant on their phones for transactions and information, they'll also start spending more money there. And campaigns like this show that brands equipped to handle the mobile shift will bring in increased revenue.
Though there are now plenty of third party apps for this, Twitter has just launched a new mobile version of its website, optimised for iPhone, Android and N60.
I did try to use the old version of the mobile Twitter site before switching to Tweetie and Tweetdeck, and it wasn't the best user experience, and it was difficult to keep a track of mentions and direct messages.
According to the Twitter blog, plenty of people are still accessing Twitter via mobile browsers. I've been trying it out...
Comet launched its first mobile site, the first for any UK electrical retailer, earlier this month. The site allows users to browse the retailer's product range and reserve items for collection at local stores.
I've been trying the Comet mobile site (on an iPhone) to see how well it performs...
I just received an email from nutritional supplement retailer Jigsaw Health, about a new program they offering their existing customer base.
After speaking to President and Co-Founder Patrick Sullivan Jr, I learned that 80% of their monthly revenue comes from returning customers (and they don't even offer an auto-ship program).
How? By setting up Google Voice so that repeat customers can place orders via text message. Let's take a look at how this works...
For marketers working in mobile, talk about cellphones being on the verge of breaking out can feel more than a bit repetitive. At least that's the way Brian Levin of Useful Networks put it at the Location Awareness panel at Ad:Tech today.
"I feel a little like Bill Murray in 'Groundhog's Day.' I was on this panel last year."
Despite all the technological progress and increased user adoption that mobile phones have experience in the past few years, they still occupy only a small percentage of most marketing budgets.
Amid all of the promise held out in the future of mobile, how is the market actually going to break out? The panelists at Ad:Tech's panel on location werein agreement on a few things (besides the Corona's that were served on stage to celebrate impending happy hour).
A lot of it will rely on users self-reporting their data.
Mobile navigation systems have been one of the most profitable purveyors of mobile content, with subscribers paying an average of $5 to $10 for mobile GPS access. But Google announced today that it will be launching a free turn-by-turn mobile navigation system next week. And the news ought to have navigation companies worried about their future.
Google's system will launch next week on Motorola's Droid phone and will eventually roll out to other phones, including the iPhone. Can GPS companies compete with free?
Mothers of young children are a rapidly growing segment of the smartphone population, and considering how important the demographic is in household purchasing decisions, marketers should take note of how they're using their phones and the mobile space generally.
According to mobile ad network Greystripe, “iPhone moms” (female iPhone owners with young children) use mobile media more than other iPhone users. But from previous studies, we know that moms also don't take to iPhone ads. What's a marketer to do?
Google’s engineering VP Vic Gundotra may not be bullish on mobile applications, but that doesn't mean that his employer isn't serious about cellphones.
Just after announcing its plans to go it alone with the Android phone, Google has made another step into the mobile marketplace. The search giant already extending its AdWords network to mobile devices. Now you can get mobile measurement through Google Analytics.
What does that mean for brands? Better measurement and actionability on campaigns across platforms.
Amid staff layoffs and magazine closings, Conde Nast launched a new potential source of revenue today with the launch of a GQ iPhone app.
Conde Nast will start selling digital versions of its issues on the iPhone for the discounted price of $2.99 (versus $4.99 on the newstand). The first question that comes to mind is this: Who will start doing this next?
If there were any doubts about the growing potential of the smartphone ad market, Google would like to put them to rest. The search giant announced plans this week to start serving richer media ads to smartphones.
By focusing on more more real estate grabbing ads for HTML-enabled phones instead of creating mobiles ads that will be uniform across mobile platforms, Google is betting on the future of smartphones and trying to establish its dominance over the mobile ad market. For a company trying to make a play for the display ad market, this could help it along the way.