I've been fielding quite a few requests about why donations via text messaging have done so well and why donations to Haiti via SMS have set new all time high's. I am in Cambridge, MA this week. I was walking around Central Square yesterday evening, and I noticed how many promotions there are for donating via SMS. I was surprised.
Having reviewed the 2009 trends, it’s now time to make some predictions for 2010!
I’m not going to say that 2010 will be “the year of mobile” or “the year of mobile marketing”. I think 2010 is more likley to be the "year that every firms needs a mobile strategy". Mobile is simply too disruptive to merely have a year. After all, who remembers the year of the TV or the year of the Internet? Instead, I think 2010 will be a key year in mobile's transition to center stage in the digital marketplace.
A new mobile decade is opening up, and now is the time to start your journey. In the past 10 years, mobile phones have changed the way we communicate and live. In the next 10 years, they will change the way we do business.
Rudy De Waelem a famous mobile blogger and event organizer, decided this year to ask many contributors to publish their thoughts for the coming mobile decade. I didn't contribute to it and it would be a bit late to join the bandwagon now that this slideshare presentation is the most read one, but I invite you to have a look at the below. Very inspiring! and congrats Rudy for your idea.
Few consumer-facing product and service companies AREN'T working on their mobile strategy today. Everyone is thinking about how best to engage with their customers on their cell phones. And, can you even do NEW customer acquisition with teenagers or young adults without a mobile option?
Many mobile initiatives start without a plan or a strategy. They start with:
"Our CMO was observing his teenage daughter use her cell phone ...."
"Our competitors have an iPhone application. My boss told me to get one for us."
I get this question a lot from clients. I think it is a hard question to answer and will differ by person. I think I'm going to start a list of what does and what doesn't. Media companies and advertisers like to use SMS to cut through the clutter of Email inboxes and ensure the message is delivered "now."
Apple isn't saying. Quattro posted a blog that told their current customers not to worry - normal business operations would continue. So, I am speculating a bit.
The first questions I've fielded are, "Does Apple want to go head to head with Google?" or "Does Apple want to sell advertising?" At a high level, I believe businesses stick close to their core competencies. Apple sells hardware, software and some content. Google sells advertising. Well, mostly. There are about 4 billion cell phones worldwide and about 1 billion PC's. New Internet connects (and page views and advertising growth) will come from mobile. Mobile is high growth. PC's are a bit commoditized. My cell phone costs more than my last netbook or notebook purchase. Go figure.
Our mobile marketing foreast for the US shows revenue growing from $391M in 2009 to $1.3B in 2014 provided there aren't any game changers. Game changers? Anything that would dramatically impact the amount of inventory or the value of it. The Apple iPhone, for example, dramatically altered the number of page views or inventory in mobile. The Android phones are helping as well and gaining momentum. These numbers are US-only - growth in mobile globally has been dramatic as well and will continue to be. In the US alone (see my colleague Charlie Golvin's blog) smartphone adoption grew from 11% at the end of 2008 to 17% at the end of 2009. This is significant because a lot more browsing and application downloads happen on these phones than more basic ones. A cut of this revenue would add some to Apple's bottom line, but very small at least in the next few years.