If you're the typical CEO, you are carrying a BlackBerry. But not for long. Once the iPhone is able, in a corporate setting, to replicate all aspects of Outlook (email, calendar, notes, and tasks) with high security, the iPhone floodgates will open and you will have a new device. Here's why:
1) User interface. Despite the annoyance of the glass keyboard, the iPhone interface is faster, more intuitive, more flexible, and more versatile. You can do more, with more content, less instruction, and faster speed.
2) Applications. iPhone has a massive head start in the battle for applications. It's possible that your company already has an iPhone application in the market -- servicing your customers. Don't you wish you could see it? And there may already be applications available that will make your job easier -- I predict that corporate dashboards for CEOs will be a small but influential segment of the iPhone apps portfolio. In some markets, it's changing how customers connect to companies -- here's an example around mobile banking. The application revolution has begun -- and it's not on BlackBerry.
3) iPhone will soon be available from more cell services providers -- starting first in Europe. Once the device breaks out of its AT&T cage, the multiplier effect will kick in -- and the flood waters will rise fast.
Forrester put out a report last week that showed that marketing budgets in large global companies are down 20% this year. Spending on TV, print, radio, magazines, and other branding and advertising is down a breathtaking 60%+. More contemporary channels like social computing and Web sites are seeing only modest cuts, with many companies reporting that they are actually increasing spending in those areas.
What should the CEO take away from this?
1) The report showed renewed focus on return on investment measures for marketing -- this is a healthy development that will help you post-recession. ROI analysis will eliminate, or at least minimize future marketing nonsense.
2) Social marketing is here to stay. It's time for you to understand it.