• by David Goetzl , May 23, 2008

ExactTarget researcher Morgan Stewart is giving credit to Apple for developing "a killer ap" by finding a way to deliver email -- the same that lands on a computer -- onto its iPhone. It gives them "a big competive edge."

Stewart is making the point that, despite some consumer belief, mobile email is not SMS -- it's email (perhaps YahooMail) coming right onto a wireless device. Two separate applications.Â

One stat that may propel uptake in mobile email: projections call for sales of Smartphones to overtake sales of laptops and desktops this year.Â

A benefit of email on mobile: Consumers like that they can print and buy things. It's a "full featured experience," Stewart says.

Stewart also cited data showing that 52% of consumers understand that email can be a cross-platform function --Â it's the same on phone as on a computer. But 48%, who he says are less-tech savvy, say the email is different.Â

For marketers, it would appear 52% is not a bad number, but growth in consumers accessing the same email online and on-mobile is a positive in the reach area. Â

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