Mobile's Killer App On The Way
- by John Capone , March 17, 2010
When approaching mobile, "you need to forget your Web education," Alexandre Mars, CEO of Phonevalley and head of mobile at Publicis Groupe, told the audience at OMMA Global San Francisco.
The mobile marketing space has been dominated by apps -- which, the panelists discussing the mobile "Platform Wars" agreed, are …
The success with iPhone campaigns should not be expected to extend to all phones. By some measures, iPhone sales are almost 20% of smartphones, but less than 3% of all cell phones. iPhone users are an opportunity, but extrapolating the results to future users is risky.
If you believe that today's "Mobile" is the tip, well maybe the visible part, of AAA (AnyThing, AnyTime,AnyWhere), then you must also believe that Mobile is headed towards being THE Convergence device, but it may not look the same as today's.
Problems to be solved are available Mobile Bandwidth, "screens" that can expand according to the App and location, battery power and efficiency-multiple "always on" Apps REALLY draw down the battery-and lastly, perhaps we need to stop thinking of a single device for our Always On Multiple Apps, and start thinking of multiple devices that access different Apps at the same time, in the same or different location(s).
Related thoughts here:
http://lairigmarketing.typepad.com/lairig_marketing/2010/03/mobile-advertising-forecasts-a-stopped-clock.html