Tag Archive: mobile


 News last week that Coca Cola are to launch worldwide SMS-enabled vending machines that allow consumers to purchase beloved Coke via their mobile devices couldn’t have come at a more game-changing time; not only for profit hungry network operators and handset manufacturers, but for Near Field Communication (NFC) powered commerce as a whole.

Apple’s recent keynote announcement around the iMessaging platform adds further fuel into this fire and could fundamentally signal the eventual death of traditional peer to peer SMS messaging and non-smart handsets as we know it. According to a recent 2011 Nielsen report, the smartphone is now playing a more critical role in our shopping habits:

“Across the board, more consumers are using their smartphone while in a store: US-82%, UK-68%, France-82%, Germany-65%, Japan-75%” and are also making more purchases on their mobile device than ever before: “US-29%, UK-28%, France-17%, Germany-28%, Japan-45%”.

 

Statistics have also shown that in just the last 12 months, the amount of smartphone data consumption has grown by 89% worldwide from 230 Megabytes (MB) in Q1 2010 to 435 MB in Q1 2011. This is all good and well for the smartphone owner, as services and technologies complementary to their handset will only grow in standardised utility and ubiquity.

So what does this mean for non-smartphone owners and manufacturers? Could this shifting paradigm in mobile data consumption and smartphone manufacturing herald a new wave of innovative mobile commerce solutions just like Coke is trying to achieve? Can the traditional SMS of old thus sustain this increasing trend towards 3G/4G data transfer?

Redefining the core premise of SMS isn’t a new thing though. Companies far and wide have appropriated gross revenues from a multiplicity of radicalised SMS related activities such as ringtone downloads, charity donations, voting, games and let’s not forget services the adult entertainment market provides.

Though what fundamentally is different here is the shift in the perception of SMS as a 1-2-1 communication system: firstly it’s no longer just that; and it has been supplemented by other more seemingly “free” forms of peer based web comms such as Blackberry’s popular messenger platform, other intercompatible messaging apps such as “WhatsApp” or even email.

Apple’s iMessage although clever in scope is fundamentally flawed and relies on several key determinant factors to be successful in wiping out SMS standardization; I mean not everyone has an iPhone for instance and I somehow doubt that network operators will allow for this monopolistic manoeuvre by the computer giant to really gain fruition. That said iPhone users and its Android counterparts are growing vastly in size by the day and has affirmatively stamped its presence in the mobile marketplace.

 

SMS however is still the no.2 use of cellphones in the US and that’s down to the fact that it’ more of a standardised technology than 3G/4G data transfer- having been around for a lot longer, is more accessible in scope and is fundamentally cheaper because of it.

The fact that an SMS can now viably produce a tangible product purchase like a can of Coke is truly exciting; and will undoubtedly open the doors to a wealth of other SMS activated commercial areas and activities that will compete to the detriment of the data consumer. Mobile commerce of this nature can and would allow for the larger market share of non-smartphone mobile users to participate in the phenomenon of mobile payment without the need of an expensive NFC powered handset.

Exciting times are definitely ahead. But for now…I need a Coke can I borrow your phone a sec?

How To Set Up A Mobile Search Campaign

Mobile search

For those who didn’t get a chance to listen in on comScore’s mobile search webcast last week, Mike Solomon, VP of marketing strategy at The Search Agency, presented basic techniques and tactics for running mobile search campaigns.

The cost per click (CPC) for keywords in mobile search campaigns is 30% lower compared with desktop search, allowing marketers to build and test campaigns at a lower cost. Click-through rates are five times higher on mobile search compared with desktop. There are a few reasons why. For starters, two ads can just about take up all the real estate above the fold on a mobile screen, Solomon says. The mobile search product is very different than tablets and desktops.

Mobile campaigns should begin by setting goals for sales, leads, site visits, video, app downloads, and foot traffic, and then identify mobile assets. Some marketers may want to start small and build a mobile landing page, rather than a mobile Web site. Click-to-call ads can direct the flow of inquiries into call centers.

Determine the company’s mobile footprint by analyzing the percentage of mobile traffic that generates revenue. Solomon says Google and Bing, by default, run new campaigns for marketers on mobile devices. They opt in marketers who run campaigns on the regular computers.

Assuming the query volume allows marketers to separate mobile and desktop, in Google, target by specific devices, operating systems and carriers. Solomon suggests separating iPad traffic from mobile because tablet traffic renders similar to desktops. The campaign setup allows marketers to target mobile users by smartphone.

Mobile searches differ from desktop searches. They are based on real-time and task-driven searches, locally and geographically modified, and shorter keyword strings. It is also important to consider that search engines geographically modify most mobile searches automatically. Broad generic terms may not have worked on the desktop, but they could work on mobile. Selecting keywords in the campaign setup requires marketers to open advanced settings and filter for mobile traffic.

Optimizing ad copy means creating a call to action that speaks to searchers on mobile devices. They typically have a shorter attention span and less time to search. So test a variety of ad extensions. Ad Sitelinks, for example, provides links to more specific pages on the site to get searchers to the information they seek more rapidly. Set up the AdWords campaign with an extension to display a clickable telephone number, and think about promoting the location by driving searchers to a map. Marketers without a mobile Web site can use click-to-call ads, where only the phone number is clickable.

Start with click-to-call ads for those who don’t have mobile strategies. The clicks should lead consumers to landing pages that line up with conversion goals and collectible data points. Solomon suggests that conversion paths should lead to click-to-call, mobile landing pages, download apps, video, interstitial, and lead form. The consumer must take the desired action within 15 seconds. Solomon suggests using unique 800 numbers for high-value keywords or specific campaigns. Google Call Metrics allows marketers to track the duration and the area code of all calls.

Define conversion metrics and cost per acquisition goals. When optimizing for bids, Solomon says, bid aggressively on general keywords. Mobile searches still tend to be short. Launch new mobile keywords with aggressive bids. Establish a strong quality store, and secure the top two positions. And marketers who manage mobile and desktop ads in the same campaign are likely to under- or overbid on both.

Via Search Blog

How Mobile Influences The Shopping Process [Infographic]

Mobile agency Momads recently put together an exciting infographic which looks at the influence that mobile can have throughout the shopping process.

Some key learnings:

  • Researching products on mobile phones has doubled between 2009 and 2010
  • Purchasing from phones has quadrupled between 2009 and 2010
  • A 1600% increase in terms of mobile barcode scanning in 2010

Check out the full overview below

infographic

Global Mobile Data Traffic Forecast Update from Cisco

Cisco

Cisco have recently released some new mobile-specific figures in their Global Mobile Data Traffic Forecast update that you can download here . This paper presents soms of Cisco’s major global moile data traffic projections and growth trends.

You can find below some highlights from their research:

 

  • Global mobile data traffic grew 2.6-fold in 2010, nearly tripling for the third year in a row
  • Last year’s mobile data traffic was three times the size of the entire global Internet in 2000
  • Mobile video traffic will exceed 50 percent for the first time in 2011
  • Average smartphone usage doubled in 2010
  • Smartphones represent only 13 percent of total global handsets in use today, but they represent over 78 percent of total global handset traffic.
  • In 2010, 3 million tablets were connected to the mobile network, and each tablet generated 5 times more traffic than the average smartphone
  • There are 48 million people in the world who have mobile phones, even though they do not have electricity at home
  • There will be nearly one mobile device per capita by 2015
  • Mobile-connected tablets will generate as much traffic in 2015 as the entire global mobile network in 2010
  • There will be 788 million mobile-only Internet users by 2015

Read the full article