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Smartphone Market Drives 600% Growth in Mobile Web Usage

Dawson Barber — Thu, 11 Mar 2010 15:05:38 +0000

Posted by Vanessa Daly

BlackBerry retains #1 position on mobile browsing leader board

Bango – the mobile payments and analytics specialist – reports a 600% growth in traffic to mobile websites. The company analyzed traffic to a range of mobile sites over the last 12 months. Data was gathered by sampling across 50 million phone users worldwide who have accessed third party mobile sites through its platform.

The key findings from Bango’s annual mobile usage study record 6 times the number of visits to mobile websites, comparing December 2009 with the same month a year earlier. The average time on site is measured as 3 minutes, 21 seconds, averaged across user visits to all sites, compared with just over one and half minutes the previous year. The analysis also measured the average number of pages viewed per visit at 5 pages, up from just over 2 pages per visit twelve months before.

Over the last twelve months, these site-level figures have increased by an average of 230% compared to a year ago, with consumers visiting sites more frequently from their phones and browsing more pages over longer periods of time. The key categories for mobile browsing are news, sports and general media sites (including newspapers), mobile content downloads, social networking and retail sites.

“While industry attention has focused almost exclusively on mobile app stores, the inexorable growth of mobile web usage is the most profound trend of the last twelve months,” said Ray Anderson, Bango CEO. “This confirms the view that the single most important app on any mobile device is the browser.”

Smartphones driving growth of mobile web usage

Another key finding is that smartphones are driving the highest usage of the mobile web, with BlackBerry accounting for over 17% of the mobile devices recorded across sites.The number of visits by BlackBerry users also exceeds any other device.

According to Gartner, the top three devices for worldwide smartphone sales in 2009, in order, were Nokia, BlackBerry then the iPhone. Factoring in the relative sales growth across the different smartphone brands the data suggests that iPhone browsing has, if anything, slightly declined per user measured, which could be a result of consumers being directed towards apps instead of websites.

“The iPhone has distorted the perception of how users interact with mobile content and services,” said Anderson. “There’s a major European utility company running full page print ads to promote an iPhone app for reporting home meter readings. This shows an incredible misunderstanding of their customer base.”

Mobile Wi-Fi usage continues to grow

Bango’s analysis also reveals significant usage of Wi-Fi connections by phone users. Wi-Fi connections average at 23% of all connections measured by Bango, with some rich media sites averaging one-third of all connections through Wi-Fi. This suggests that consumers are increasingly aware of Wi-Fi on mobile handsets and will connect via

Wi-Fi where available, motivated by speed and perceived cost benefits. Sites that attract high percentages of Wi-Fi connected users include those that broadcast video, music and other streamed content.

“Mobile internet users are becoming more sophisticated when browsing,” remarks Anderson. “Bango is tracking more users switching regularly between connection types during a single day, depending upon the availability of Wi-Fi at home and work, or the convenience of a 3G connection while on the move.”

New territories appear in top browsing list

The USA remains in first place of the top 20 browsing list, followed by the UK and India in third place. In addition, compared to a year ago, countries like Indonesian and China have moved up positions and now appear in the top 10. Another interesting finding is that countries like Kenya and Sudan are also starting to move up the list. This change is driven by the lack of fixed PC internet connections, which means people rely on their mobile phones to access the internet.

Via via Smartphone market drives 600% growth in mobile web usage « Bango Newsroom on the mobile web.

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Leveraging Groups: The Power Of Text-To-Screen Engagement

Dawson Barber — Tue, 19 Jan 2010 01:18:09 +0000

January 18th, 2010 by Mobile Guru

A little known mobile channel, text-to-screen provides powerful benefits and a means to engage large groups like never before. Inducing engagement on a large scale while maintaining simplicity and extreme relevancy and targeting make text-to-screen a powerful tool for any in-the-know mobile marketer.

The concept of text-to-screen enables a brand, venue or individual to engage their audience and compel them to participate in a variety of ways, while still allowing them to see results in real-time. By enlisting a simple short code, keywords and a large screen, brands can leverage the group-aspect of any crowd to both interact and collect valuable consumer-data along the way.

When groups come together at a particular venue, whether its a concert, restaurant, corporate gathering, etc., you as a marketer are blessed with a group of people who all share a similar interest. Leveraging this group-wide interest by way of allowing the group to interact with each other and the brand itself is what makes text-to-screen a powerful channel.

If a band is playing at a local bar, for example, the audience already shares the same interest in that band and the type of music they play. Allowing those audience members to interact with each other and the band itself by way of texting song requests, for example, and even interacting with the venue are great ways to add value to the experience and collect all-to-valuable consumer-data after it’s all said and done.

After a text-to-screen campaign is executed, the marketer is left with a database of opted-in users who all participated in the campaign in one way or another. With every SMS sent, you collect user-data such as that user’s mobile phone number and other user-specific data that can later be used to send additional marketing messages. In the end, consumer data-collection by way of text-to-screen is the underlying benefit- on top of providing a unique and interactive experience for those involved.

If you’re looking for an innovative way to engage large groups, or want to expand your mobile marketing arsenal, take the time to learn what text-to-screen can do for your brand. To find out how to become a pro with text-to-screen, visit mobileStorm today.

Posted in Digital Marketing Blog

via Leveraging Groups: The Power Of Text-To-Screen Engagement.

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Mobile Trends Through 2020

Dawson Barber — Sat, 16 Jan 2010 05:16:07 +0000

View more documents from rudydw.

Via Slideshare.

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B2B Mobile Marketing: A 10-Step Starter Guide for Integrating Mobile Into The B2B Marketing Mix

Dawson Barber — Fri, 15 Jan 2010 02:35:24 +0000

Via B2B Mobile Marketing:10-Step Starter Guide for Integrating Mobile Into The B2B Marketing Mix.

View more presentations from Christina “CK” Kerley.

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Mobile Advertising Trends You Can’t Ignore

Dawson Barber — Fri, 15 Jan 2010 02:21:31 +0000

By Bob Walczak

January 13, 2010

Article Highlights:

We are now seeing major brands alter their practices to include the mobile medium
We will see the hiring of mobile specialists to oversee digital media buys and associated activities
Advertisers will employ rich media more often as phones become better equipped to support advanced capabilities

The acquisitions of AdMob by Google and, more recently, Quattro Wireless by Apple have sent shockwaves throughout the industry, spotlighting the mobile space as a go-to medium for brands. Let’s not kid ourselves: Whenever a big name like Google or Apple gets involved in the industry, it can only help attract more positive attention to the market and to the capabilities mobile advertising provides brands. The acquisition has set the stage for what will be a busy year for the mobile advertising industry in 2010.

Big brands bite

For years the mobile advertising industry has seen companies test the medium to see if it could work with their overall advertising strategies. During those times, we saw a few big-name brands try a campaign or two, but the adoption of mobile advertising still wasn’t widespread. Typically, larger brand names stuck with what worked. Whether it was TV, radio, print, or online, larger brands stuck with those tactics because they were still garnering the exposure they were hoping for.

However, with the adoption of the DVR and other recording capabilities, we are now seeing major brands alter their practices to include the mobile medium. Apple and Google have recognized this trend, and by acquiring mobile advertising companies, they have positioned themselves to assist in driving these capabilities for big-name brands. For those larger companies, they now have a company in Google or Apple that they recognize and associate with success and the mobile advertising industry. This will lead to major adoption in the industry as larger brands look to the mobile medium as an avenue to reach their target consumers.

Mobile isn’t separate anymore

In the past we have seen the mobile medium as an add-on to a company’s advertising efforts. As with any emerging medium, companies needed to test out the capabilities and effectiveness of mobile advertising to see if it could reap the benefits they expect when making an investment. Since those early stages of testing the medium, we have seen brands committing more money to larger campaigns on mobile — targeting a specific audience type via mobile exclusively. While brands have started to recognize the effectiveness of mobile advertising, it was still a separate component of a company’s overall advertising strategy. That is until now.

In 2010, the industry will start to see more bundled digital media buys targeting one overall customer set across multiple digital media — specifically online and mobile. In this grouping, brands will commit to advertising campaigns across several media under one specific buy. Because of this new tactic, we will also see the hiring of mobile specialists to oversee digital media buys and activities associated with those advertising campaigns.

Measuring success

A key contributor to the success of online advertising was the introduction of metrics and analytics to specifically determine if an online advertising campaign was successful. The introduction of this analysis created a boom in the industry because companies could determine which tactics were working properly and then could alter any strategies to ensure success.

As more and more big-name brands embrace the mobile medium, these companies will also need to make sure that their investments are paying off. In order to accomplish this, companies will need to use true metrics and analytics in order to determine if their mobile advertising strategies are in line with their business goals.

“New-age” ads continue to grow

The industry has started to see this trend emerge over the last year, and with companies continuing to experiment with new ad formats, it is almost inevitable that 2010 will see an increase in the different types of ad formats available.

As more and more consumers buy phones with application capabilities, it makes sense for brands to target those programs with advertising geared toward the type of consumer demographic that the application is targeting. Rich media is another capability that advertisers will employ more and more as phones are able to support streaming video, Flash, and advanced capabilities. These types of ad formats are more interesting to the consumer and enhance a user’s experience. This positive experience leads to greater click-through rates and, thus, more success for a brand’s mobile advertising campaign.

Conclusion

For the past three to five years, we have heard that this is the year for mobile advertising. However, now more than ever, the mobile advertising industry is in a great position to make great strides that will increase adoption. The spotlight is even brighter on the industry as more big-name brands have joined in on the action, with more soon to join. With improved analytics, mobile specialists, and inclusion in the entire digital media buy, the industry is poised for great success. So, will 2010 be the year for mobile advertising? I think so.

Bob Walczak is CEO of Ringleader Digital.

via Mobile advertising trends you can’t ignore – iMediaConnection.com.

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Gartner: Not Long Before Mobile Internet Access Exceeds Access via PCs

Dawson Barber — Thu, 14 Jan 2010 21:20:04 +0000

If your website isn’t already optimized for access via mobile devices then it’s about time you started the process. According to new research from Gartner, mobile phones will overtake PCs as the most common website access devices in the world in the next three years.

by Helen Leggatt

Last year, The Nielsen Company found that the number of people accessing websites from mobile devices increased 34% YoY, from 42.5 million in July 2008 to 56.9 million in July 2009.

And the trend shows no signs of slowing.

By 2013 Gartner predicts that the total number of PCs in use will top 1.78 billion units across the globe. Within the same timeframe they predict the combined installed base of smart-phones and browser-enabled devices to exceed that with 1.82 billion units worldwide.

Businesses with websites not already optimized for smaller-screen formats will suffer as on-the-go consumers demand easy-to-navigate websites that give them access to the information they want with minimal clicks and at page load speeds the same, if not faster, than those of their PCs.

One way to do this is to formulate a “lite” version of your site and register it on a .mobi domain. That way you can configure the website so it contains smaller, or less, images, a clean and simple format and includes easy navigation and search to enable users to quickly find the information they want.

However, the number of different devices in use means that more and more mobile marketers are turning to automatic mobile device detection methods. In a nutshell, these detectors make a decision on what to serve based on how an incoming browser describes its capabilities.

Also consider the type of information an on-the-go user is likely to want and put this information at the top of the page. Most are going to be looking for a location or opening hours or even a map or menu – give this information to them first.

Hopefully, marketers will begin to realize that if they want to attract the next generation of users then an “Internet presence” alone isn’t enough. Today, a “mobile Internet presence” is important, too.

via Gartner: Not long before mobile Internet access exceeds access via PCs – Mobile Marketing – BizReport.

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Sears, Target Tie for Third Place: 2009 Mobile Retailer of the Year

Dawson Barber — Thu, 14 Jan 2010 03:23:12 +0000

By Giselle Tsirulnik

January 13, 2010

Sears Holdings and Target tied at third place for the 2009 Mobile Retailer of the Year award.

Based on the nominations received from readers and submissions from this publication’s editorial team, Mobile Commerce Daily is convinced that Sears and Target serve as role models for outstanding use of mobile commerce and marketing. Here is a breakdown of Sears’ and Target’s work in the mobile space in 2009, Sears first and then Target.

SEARS

Sears has engaged in a cross-channel and cross-format approach to mobile marketing and commerce.

The company has launched applications for more than just commerce, continued to refine mobile optimized Web sites, and built SMS programs that support customer service, acquisition and mobile transactions.

Sears led the way as one of the first retailers with a fully functional commerce-enabled mobile Web site, and continued with iPhone applications and built upon a base of SMS cross-channel marketing and promotion.

A multichannel plan

Multichannel is part of the DNA of Sears – the “Shop Your Way” campaign emphasizes mobile as an integrated offering and seamless customer experience – in every store, Web site, catalog and flyer.

This year, Sears featured mobile-purchase-to-store-pick up in a national television spot, as an example of mobile, Web and the in-store integrated experience.

Today, via mobile device, customers can see an integrated order history, find physical stores, contact customer service via SMS, phone or email, and search, browse and buy on the phone, via app or mobile optimized Web site.

Sears has consistently used SMS to drive cross channel store traffic, with customer specific coupon offers delivered via SMS and redeemable at physical point of sale in stores.

Customers can get text alerts to confirm that a Web order is ready for in-store pickup.

Over the holiday season, the Kmart Deal of the Day was an integrated daily text alert, tied to a Web and mobile optimized Web experience, with the same merchandise available online and in stores.

Qualified database of respondents

Sears maintains dedicated short codes (SEARS and KMART, in addition to other short codes) and is constantly adding to the list of opted-in consumers for deals via SMS alerts.

The company has used sweepstakes, Web signups integrated via checkout, email, in-store signage, event marketing and print ads to drive SMS signups and opt-in.

Optimal customer experience

Sears has focused intently on creating a mobile-optimized Web experience for the small screen, via applications, mobile Web and messages.

The Sears and Kmart sites offer full browse, search, review, and purchase, via mobile applications and WAP sites.

The innovative MyGofer Web site offers mobile buying with the added bonus of drive-thru and curbside pickup of orders in some locations.

Mobile access points are optimized for utility and ease-of-use on the mobile device, whether it’s finding a store location, reading customer reviews of an item, or buying right from the mobile phone.

Mobile merchandising

The mobile sites for Sears offer customized, local offers, based on location and even the weather.

Customers also have the ability to see localized deals from print circulars, optimized for the mobile phone, and have been able to access things like holiday deals-of-the-day, and full ability to take advantage of the price and shipping promotions also available on the main Web sites.

Gift cards or promotional codes and offers are part of the mobile buying experience, and easy to use on the mobile ordering screens.

Inventory management

Customers on sears mobile sites and applications have the ability to buy on the go and pickup in the store, with confirmation via text message that their physical items are ready for pickup, and a “ready in 5 minutes” guarantee when they arrive at the store.

The mobile device can show customers which stores near them have the physical item they want to buy in stock and ready for purchase, or ship-to-store convenience for many items as well.

Fast and convenient shipping and delivery is always available, with unique programs like ShipVantage, that allow unlimited included shipping of mailable items for one low annual fee.

On-site search experience

Search is key to the mobile experience on Sears sites, and optimized to return relevant results that are easy to browse on the phone. Searches are a snap to refine and drill down by category.

Search is prominently featured in the apps and WAP sites, and the company even offers a unique way to “search” with our Personal Shopper iPhone application features.

Customers can take a picture of an item, send it in, and the Sears Personal Shopper Crew will search for items for the customer, on Sears own sites and beyond.

The customer has the option of getting a call or email with their search results, and they do not need to register on the Web site or application to get the benefit of this innovative service. Customers can then place their order, right over the phone, for almost any item.

High rate of response

Sears has reached great numbers of mobile and physical shoppers with a variety of marketing tactics and campaigns, including mobile banners, SMS ads, print-to-SMS, live text call-to-action at events and on venue media screens, and driving application downloads via mobile Web promotions.

In-store promotion of mobile and Web offerings thru kiosks, signage and more have brought mobile offering awareness to a wide cross-section of Sears customers.

Mobile commerce

Sears mobile commerce sites and marketing have used simplicity and utility as the hallmarks of the mobile experience.

The applications’ layouts combine easy-to-read graphics with a clear interface and industry standard navigation and display.

Recent TV spots featuring football buddies driving to a tailgate, with the guys using the Sears mobile site to buy the grill they forgot to bring, brought to life a fun and humorous take on Sears solving customer problems with a real world mobile utility – available today to Shop Your Way.

Shaping mobile commerce

Sears mobile technology has led the way, with a stream of applications for existing platforms, and also constant evaluation and development of applications and technologies for emerging and growing mobile platform choices.

The company has presented at mobile industry and technology events on speaker panels and as featured presenters.

Sears plans to continue leading the way with cutting edge applications, growing SMS marketing opportunities, and mobile Web site enhancements for 2010.

TARGET

Target uses mobile capabilities in a number of ways.

Since 2005, Target has used text messaging in select advertising and marketing campaigns.

Target’s goal is to be fresh and innovative, connecting with its guests in a way that’s reflective of their wants and needs.

Text messaging is layered into a campaign if Target believes it aligns with its overall strategy or adds an element of interest or surprise for guests.

One of the more recent campaigns in which Target used text messaging was its Target Ten campaign, which ran from July to August 2009.

Target Ten used print marketing to showcase fun, playful top-ten lists highlighting products found in Target stores.

Examples included “Ten Unofficial Products of U.S. Presidents,” “Ten Good Things that Make Bad Mascots,” “Ten Things that are a Total Oxymoron” and “Ten Super Trendy Celebrity Baby Names.”

Guests could then text the number listed in the print ads to have the specific top-ten list sent to their phone.

Currently, guests can sign up to receive a text alert or an email when the latest Weekly Ad is available for viewing on Target.com.

Additionally, they can also register to be notified when the newest products for Daily Deals are made available on the Target.com site.

The mobile site

Target has a mobile site, where guests can view products, read reviews, check ratings, find the nearest store, browse its weekly ad and view the latest marketing campaigns.

The retailer also has the Target iPhone application. Target recently extended the mobile offerings on its iPhone application, and for mobile in general, just in time for the holiday season.

During the 2009 holiday season, the Target iPhone application ranked as high as No. 1 in the free lifestyle app download category.

Mobile marketing strategy

For Target, mobile is not merely a marketing channel, it is also a service channel.

In addition to promoting products, building brand awareness and engaging guests with its brand, Target views mobile as an important channel to help its guests make the most of their Target and Target.com shopping experience.

With email and text alerts, for example, Target is able to make finding great deals even more convenient for its guests. And, with its in-store shopping tools (including Gift Finder, Target Lists, Find a Store, Find it at a Target Store, etcetera), Target is leveraging mobile to help guests find the items they want and need even more quickly and easily.

Target believes there are exciting opportunities for retailers to continue to connect with guests via the mobile channel.

Why mobile?

In addition to building brand awareness, promoting specific deals, and enhancing the convenience of the shopping experience, Target’s mobile channel helps it connect with current and prospective guests who prefer to research and purchase gifts online and who like to receive communication about the latest Target deals on their mobile phone.

Additionally, Target strives to connect with current and prospective mobile guests in a way that’s reflective of their wants and needs.

Instead of focusing on one specific demographic, Target is committed to creating an experience that is useful and relevant to mobile users at all ends of the mobile spectrum – from guests who are looking for basic, straightforward features to those who are well-versed in the capabilities of mobile devices and are looking for more advanced applications.

SMS Club

Guests can sign up to receive a text alert or an email when the latest Weekly Ad is available for viewing on Target.com and when Daily Deals are made available on the Target.com Web site.

Guests can also sign up to receive Daily Deals updates via Twitter by following Target at http://twitter.com/targetdailydeal.

Mobile holiday marketing

This year, Target enhanced and expanded its mobile features to make our guests’ holiday shopping experience easier and more convenient.

In addition to extending its mobile features, Target launched mobile access to “Christmas at Target” tools, including Checklists, Merry Planner Calendar, Perfect Gift Pairings, Target Christmas Videos and Gift Finder. Guests can also opt-in for holiday-planning text alerts.

Guests can use their phone to view, manage, and update their TargetLists and registries.

TargetLists enables gift recipients to share their wish lists and offers gift givers a turnkey way to locate and purchase gifts that are “just right.”

Accessible through the mobile Web site, this feature was made available on the Target application for iPhone in November 2009.

Those guests who need a little more help finding the right gift fast can use Gift Finder on the Target application for iPhone.

This feature categorizes gift ideas by interest, recipient or price to help guests find the perfect gift and stay within their budget during the holidays.

Find a Store lets guests look up store hours and directions to the nearest Target store by entering their location or using the GPS on their iPhone.

Find it at a Target Store allows guests to check specific item availability and aisle location from their mobile phone.

Giselle Tsirulnik is senior editor at Mobile Commerce Daily and Mobile Marketer. Reach her at giselle@mobilemarketer.com.

via Sears, Target tie for third place: 2009 Mobile Retailer of the Year – Mobile Commerce Daily.

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Realtors Launch Their Own Free iPhone App

Dawson Barber — Wed, 13 Jan 2010 03:21:37 +0000

The Realtors are taking their listings to the iPhone. Realtor.com, the Web site associated with the industry’s main trade group, just unveiled its free iPhone app.

I haven’t tried it myself yet, but their online demo showed a couple of cool features, including access to about 4 million listings across the United States that they say are updated every 15 minutes. Like Zillow’siPhone app, and the Sawbuck mobile Web site (designed to work with every smart phone that can access the Internet) the new app uses the phone’s GPS function to peg searches to your location.

The Realtors say the new app will allow home shoppers to search for open houses within a 20-mile radius, sorted by location or date. Users can take camera-phone photos of listings as they tour them, assign them star ratings, jot notes on the phone, and quickly post listings to their Twitter or Facebook pages–or e-mail them to friends, family and their buyer’s agent.

Like Realtor.com, the app does have a handy one-click link to the listing agent, who usually is not the person a buyer should approach first for information about a house, because that agent is already committed to representing the bargaining interests of the seller.

The folks at Realtor.com wouldn’t get into specifics about whether apps for other brands of smart phones would be coming soon. But they did say they hope “to launch other mobile initiatives” later in the year.

Once you manage a good tryout of this latest app — or the ones from Zillow and Sawbuck–come back to the comments section and tell us all how it went.

By Elizabeth Razzi | January 12, 2010; 4:53 PM ET

via Local Address – Realtors launch their own free iPhone app.

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Google Voice Search Demo

Dawson Barber — Tue, 12 Jan 2010 23:02:14 +0000

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Augmented Reality for Mobile Phones

Dawson Barber — Tue, 12 Jan 2010 22:35:57 +0000

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