Mobile, Mobile, Mobile

Get With it Dude!

Market Growth
According to Mobile Marketing Association Asia, more people on planet Earth own a mobile phone (5.1 billion) than a toothbrush (4.2 billion). Gross but true.

According to the CTIA Wireless Association, 250+ million Americans carry mobile phones; representing over 80% of the nations population.

Mobile & Social Media

According to Facebook, more than 350 million active users (44 percent) access Facebook through their mobile devices. These people are twice as active as non-mobile users.
Juniper Research predicts that 1.3 billion consumers will rely on their mobile devices to access social media sites by 2016.

Speed & Action

According to Mobile Marketer, 70% of all mobile searches result in action within 1 hour. 95% of smartphone users looked up local information, and of those, 61% called and 59% visited the business. (Google IPSOS). This is important for your dealers!

So What? Im B2B
"We're in the early innings of a massive phenomenon," said Mary Meeker. Mary has been dubbed "Queen of the Net" by Barron's Magazine and is a wellknown venture capitalist.

That said, B2B companies have been slow to move into mobile, which is concerning since mobile is especially pervasive in this market segment. The mental block that B2B marketers have revolved around is the perception that mobile is purely a consumer play.
http://blog.hubspot.com/blog/tabid/6307/bid/24227/9-B2B-Mobile-MarketingMistakes-to-Avoid.aspx#ixzz1vdPx37td

Why should B2B marketers pay attention to this space? Since companies are people, too, they get more exposed and used to using their mobiles for research, as well as transactions. Hence, they will expect a similar flexibility in their commercial relationships, too. Time is also of the essence for CEOs and management. Anything that makes their lives easier will be greatly appreciated, meaning the more that they can do on the move, the better it is.
Source: http://www.destinationcrm.com/Articles/Editorial/MagazineFeatures/Mobile-e-Commerce-in-the-B2B-Sector-75993.aspx

Early in the '90s, companies saw the importance of having a Web presence. Now they need a smart phone/tablet app.
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Surfing the Web on a small device isn't easy with a small window to browse in. Having an application designed specifically for interaction between company and customer provides a much better experience.
E-commerce sites like Amazon, news sites like USA Today, and social media sites like Facebook each have apps that are designed specifically for an experience within a small window.

10 Mobile Trends for 2012

Mobile Commerce Mobile Payment Context-aware services Object Recognition (OR) Mobile instant messaging Mobile e-mail Mobile Video Location Based Services Social Networking Mobile Search

http://www.itbusinessedge.com/slideshows/show.aspx?c=87261&slide=11

Mobile Commerce
Today, mobile commerce is more of an extension of ecommerce but in a smaller form factor and with a more streamlined experience. However, over the next 24 months, Gartner expects the emergence of uniquely mobile functions, such as the ability to "check in" to a store to alert a retailer that you are there, or the ability to add items to a shopping cart simply by taking a photo of an item or bar code in the physical store. In the future, Gartner expects richer mobile commerce capabilities to expand from native apps to the mobile browser as HTML5 starts tobe deployed, though this will happen at a much later stage.

Mobile Payment
Although near field communication (NFC) payment will be included in high-end phones from 2011, Gartner does not believe that it will become mainstream before 2015. In order to get consumers on board, payment solution providers need to address ease-of-use for users and ease-ofimplementation for customers without compromising security. They also need to increase user awareness, extend the service coverage and address ease-of-use to appeal to end users.

Context-aware
Context-aware applications provide improved user experiences by using the information about a person's interests, intentions, history, environment, activities, schedule, priorities, connections and preferences to anticipate their needs and proactively serve up the most appropriate content, product or service. Mobile carriers, along with handset manufacturers, should provide expanded location services to include, among others, directory assistance, mapping, advertising and privacy controls.

Object Recognition
High-end devices have an increased sensor and processing capability that enable sophisticated applications to recognize the user's surroundings, including specific objects of interest. Because OR provides an easy-to-use interface, more apps will come to the market with enhanced capabilities by 2012. Users will rely on the camera, as well as other device sensors as a communication tool when OR capabilities are combined with more-traditional app functions, giving users advanced search capabilities and a plethora of entertainment and productivity functionality.

Instant Messaging
Gartner expects MIM to attract consumers to new types of unified communication (UC) clients, provided by over the top (OTT) service providers such as Skype. These service providers are threatening traditional communications service provider voice revenue. Companies that consider including MIM into new products should consider integrating it with other communications types, such as location and presence, but be cautious about developing other functionality, such as federation of social network activity.

Location Based Services

Location is one of the main enablers that deliver services to users based on their context and, Gartner expects the total user base of consumer locationbased services to reach 1.4 billion users by 2014. Location-based services strive to deliver features and functionalities in tune with the user's context, taking into account the user's location, personal preference, gender, age, profession, intention and so on, thus offering a more-intelligent user experience than basic location services can. Gartner analysts believe context-aware services are a key trend for mobile apps, and location is a key enabler of that.

Mobile Video
Mobile phones with larger screens and media tablets offer the ideal platform for video consumption and with careful marketing and consumer education, Gartner believes that carriers and content providers would be able to drive mobile video usage in the coming years. Mobile carriers should partner with YouTube and other popular video providers, so that users can replicate their Internet behavior on their mobile phones, while mobile device manufacturers should integrate HD and 3D capabilities in their highend devices and look to bundle content either as preloaded or as free downloads through an app store.

Social Networking
Mobile social networking is the fastest-growing consumer mobile app category of the 19 tracked by Gartner. Social network platforms are sucking in increasing amounts of network traffic. They are becoming portals, transit hubs and cloud storage for increasing amounts of messaging and e-mail traffic, videos, photos, games and commerce. As mainstream adoption progresses, global social sites will be driven toward providing services in partnership with third parties using open APIs, and are likely to evolve to a role as infrastructure providers acting as data warehouses and providing user data and access to the more-consumer-facing brands.

Mobile Marketers Reach Consumers Several Ways:

Short message services (SMS) - text messaging. SMS, or texting, has been the primary tool for mobile marketers, with 60 percent to 70 percent usage. Mobile users the opt in and choose to receive communications from you (i.e., sports scores, news updates). Mobile users can then respond to your communication by sending back feedback or maybe to vote. "American Idol" pioneered this with AT&T by allowing viewers to vote on their favorite contestant.

Multimedia messaging service (MMS). Multimedia messaging service is similar to SMS but has more features.

Bluetooth, wireless, and infrared -- Proximity marketing is one of the leading methods. The idea is to be able to reach out to mobile users in a defined area (e.g., a restaurant, the airport, or a sports event).

Mobile applications -- The iPhone phenomena began in January 2007. Since then, Apple has sold more than 50 million iPhones. These devices have pioneered new opportunities to engage with customers. They each have the ability to do text messaging and MMS, but take it a step further by allowing developers to produce applications that create a richer experience.

Mobile Search
Visual search is usually related with product search to enable price comparisons or to check product information. To bring mobile search to the next level, the app would allow users to take actions based on the result, such as making a call or reservation, buying a ticket, placing an order, and so on. Gartner advises search providers to build the experience around mobile to allow users access to immediate results and to take actions, given the short time span users have. Mobile device vendors should partner with or acquire promising search providers to integrate the technology, preferably at the platform layer, to offer a differentiated user experience.

Building a mobile presence Its not that hard to get started!

Phase One: Serve Your Brand First Create a dynamic corporate mobile website: Complete App feel and interaction, without any
downloads or resizing. Automatic redirects to any mobile device, any platform. Click icons to phone, email, and social links. Look and feel of brand on smaller window. Informational response messaging with auto responds to consumer submissions

Separate Mobile web analytics, SEO coding and ROI measurement metrics

Phase Two: Involve Your Dealers

GPS dealer location finder with live links to personalized dealer mobile sites. Help your dealers design their own mobile sites . . . with your branding! Coordinate all mobile promotional campaign components instantaneously throughout the dealer network.

Phase Three: Just do it!

Run a test of a multi-channel promotional campaign in key dealer markets.

Design campaign that is informative, engaging, fun and interactive. Promote in other channels (print/POS, etc.)

Online Resources
http://mobile.conduit.com/ http://www.youtube.com/watchv=04QK34QFGOQ http://mashable.com/mobile/ http://mobile.alltop.com/ http://www.motomessage.com/50-mobilemarketing-blogs-arent-reading/

Christine Grogan Taylor

http://www.linkedin.com/in/christinegtaylor https://www.facebook.com/JTMarComMarket ing https://twitter.com/#!/chrisgtaylor http://www.scribd.com/JTMarCom