Professional Documents
Culture Documents
PAGE PAGE
3 EDITOR’S NOTE: Mobile steamroller transforms 27 Gaming moves from dedicated devices to mobile
content, commerce and marketing phones, tablets
By Mickey Alam Khan By Dan Butcher
6 Traditional ad networks will clamor to join mobile 28 Legal analysis: Governing by putting a square peg a
ecoystem round hole
By Giselle Tsirulnik By Andy Lustigman
8 Mobile ad spend to increase noticeably 31 Differentiation will be more of a challenge for OEMs
By Giselle Tsirulnik By Dan Butcher
11 Mobile tops agenncy priorities to meet client needs 32 Having a cross-platform mobile strategy tops publisher
By Dan Butcher to-do list
By Rimma Kats
14 Associations look to support mobile marketers
By Dan Butcher 34 SMS calls to action will be all over traditional media
By Giselle Tsirulnik
16 Majority of consumers to make use of mobile banking
36 Artists rely on mobile to make live music events
in 2011
more engaging
By Rimma Kats
By Rimma Kats
17 Verizon getting the iPhone will affect all carriers
38 Top mobile stats to remember in 2011
in 2011 By Giselle Tsirulnik
By Dan Butcher
40 Mobile SEM to become key aspect of all multichannel
19 Anytime, anywhere easy shopping to be commonplace efforts
By Giselle Tsirulnik By Giselle Tsirulnik
21 Brands advertising mobile content will have advantage 42 Mobile social networking: location, location, location
By Rimma Kats By Giselle Tsirulnik
23 Brands will develop deeper relationships via mobile 44 Mobile technology to augment what consumers do in-
databases/CRM store
By Rimma Kats By Rimma Kats
25 Email is all about contextual relevance for mobile 46 Expect testing of mobile TV/video monetization
consumers models
By Dan Butcher By Rimma Kats
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reprints@mobilemarketer.com
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Of course, for all the enthusiasm about mobile, budgets are Privacy: A Do Not Track law may not harm mobile as
still not where they need to be. much as online since it is hard to cookie mobile sites.
But marketers do collect data via applications, especially
After all, it is expected that sometime this year or next, one the app stores. What will such legislation from the Fed-
out of two subscribers nationwide will have smartphones eral Trade Commission mean for mobile advertising and
enabled with Internet and applications. Just imagine how database marketing?
that will change consumption of content and marketing,
communications and conduct of commerce. Silence from mobile marketers in the privacy area may
mean consent to straitjacketing mobile advertising and
Marketers will get religion. As reported daily in Mobile marketing to a point where neither the consumer nor the
Marketer and sibling publication Mobile Commerce Daily, marketer benefits. Speak up and speak now.
the nation’s leading brands are now increasingly bringing
mobile to the front of the bus. Apple dominates: Does Steve Jobs ever rest? Expect
Apple to dominate the airwaves, newsprint and on-
Marketing needs to be where consumers are, and consum- line chatter with a new version of the iPad tablet, an
ers are conducting much of their work, play and personal iPhone for another wireless carrier besides AT&T and mile-
lives on mobile devices, be it phones or tablets. stones achieved in applications – a half-million sometime
this year.
So here are some trends and influencing brands seen from
this perch in mobile and the overall digital space: Of course, banish the thought that Apple will share ap-
plication usage and deletion data on an aggregate basis or
Social networking: Facebook will cross 700 million users. that it will lower its 30-percent take from revenue gener-
While social networking is now ingrained communications ated in the Apple App Store. Flash on mobile devices? Not
behavior, the jury’s still out on Facebook’s ability to mon- on Mr. Jobs’ watch.
etize. It is hard to see a networking audience buy from a
store on Facebook, but who knows? Google dazzles with numbers: Google will dangle stats on
Mobile commerce boom: This year and the years ahead People to keep an eye on: Steve Jobs, Mark Zuckerberg,
belong to mobile commerce. All retailers must have mo- Jeff Bezos and Angry Birds.
bile commerce sites and applications. To not have a mobile
presence is to lose a customer, once and for all.
T
he 2011 year will be extremely positive for mobile
ad networks, with significant growth in advertising
inventory. This will be driven by a change in attitude
from publishers looking to grow their mobile businesses
and spurred by the arrival of new mobile platforms.
Recommendations
1. Be flexible in your approach while working to
deliver the greatest value possible to advertiser
and publisher.
E
xperts believe 2011 will likely be the first time metrics, assets and budget and determine how to
that most advertisers will have more formalized integrate mobile.
mobile advertising line-items on their budgets
for the entire year. This is a big deal because it will sig-
Shift to mobile has already begun
nificantly affect the growth of the overall marketplace. “We’ll likely see the continuing shift of dollars out of tra-
ditional media into mobile specifically, which is an excit-
Mobile advertising spend will increase dramatically since ing trend,” said Andrew Koven, president of ecommerce
companies such as Google and Apple validated the in- and customer experience at Steve Madden, New York.
dustry by investing hundreds of millions of dollars in
the space in 2010. Indeed, 2011 will mark the end of the “Instead of shifting dollars from small digital budgets,
experimental phase of mobile advertising. mobile budgets will pull more from the overall marketing
spend,” he said. “I’d expect us to see between 1-5 per-
“Expect another up year for mobile advertising, cent of overall advertising budgets moving into mobile
with spending growth taking a sizable jump,” said depending on the mobile sophistication and category
Neil Strother, Kirkland, WA-based mobile practice leader of advertiser.”
at ABI Research. “More advertisers will launch mobile
campaigns for the first time. Continued fragmentation amongst operating systems,
devices, application environments and carriers will be
“Couple that with the current number of advertisers who some of the key challenges for advertisers.
will continue to spend on mobile, and you have a steadi-
ly-building mobile advertising ecosystem,” he said. With growth in multimedia forms of advertising, there
will likely be significant increases in mobile commerce
“Nonetheless, I caution that the overall spending will and mobile engagement.
still be small compared to both traditional and online
advertising, but mobile’s rise will be noticeable.” The biggest CRM opportunity is to build a true
one-to-one conversation with the audience
What to expect where factoring in user preference information,
The main challenges of mobile advertising are lack of lifestyle interests and demographics with location and
experience for new entrants, the somewhat complex na- past purchase history equates to a strong advertis-
ture of how to execute campaigns and the uncertainty er-consumer relationship and, ultimately, more sales,
about ROI. greater brand loyalty, engagement and virality, Steve
Madden’s Mr. Koven said.
The opportunities include a growing mobile audience
with smartphones, better targeting based on location Bigger budget
and greater awareness by major advertisers. Yahoo’s Mr. Cushman said 2011 will be bigger in terms of
budgets, clients and options.
The industry must focus on making sure brands and
agencies understand mobile is a marketing medium and Tablets are going to be big and there will be more in
not a strategy. terms of engaging and customizable advertising solu-
tions for this medium.
Paul Cushman, senior director of mobile sales strategy
at Yahoo Inc., Sunnyvale, CA, said that brands and agen- Yahoo will have new services specifically for retail and a
ices need to look at the broader digital strategy, goals, big play in local content in 2011.
Steve Madden’s Mr. Koven expects more consolidation “Follow your target audience as they engage with you
amongst some of the ad networks akin to the early days on mobile devices,” Mr. Koven said. “Don’t shy away just
of Internet advertising. because you have little experience.
Recommendations “These are still the early days, but you need to build up
1. Focus on building mobile commerce/information plat- your competence in 2011 as mobile continues its march
form. This is the backbone of the mobile operation. from nice-to-have to must-have strategy,” he said.
T
he exponential growth of the mobile market- space in a large way,”
ing ecosystem over the course of 2010 shows no said Paul Gelb, direc-
signs of letting up in 2011, and savvy agencies are tor and mobile practice
making mobile their top priority to meet the needs of lead at Razorfish, New
brand clients. York. “Clients that we
have been doing mo-
Agencies have had to evolve quickly to keep pace with bile with are expand-
the lightning-fast speed of innovation in the mobile ing significantly, and
space. While fragmentation will continue to be an is- expanding throughout
sue, the best agencies are using the mobile medium to their organization.
achieve reach, relevance and results for their clientele.
“The mobile work we’ve done has caught the attention
“The outlook for mobile in 2011 is continued exponen- of other stakeholders and we’re seeing mobile permeate
tial growth, with new brands and clients entering the throughout their organizations,” he said.
W
ith increased scrutiny from the United States measure of industry health and growth, and the effec-
government, including the Federal Commu- tiveness metrics of mobile marketing as a consumer
nications Commission and the Federal Trade engagement medium.
Commission’s do-not-track proposal, industry associa-
tions must stay on the ball in 2011 to protect mobile • Education: the enhancement and regionalization of its
marketers’ interests. mobile marketing certification program as well as the
addition of MMA member and educational committees,
The Direct Marketing Association and CTIA-The Wireless and the development of mobile marketing training and
Association set best-practice standards for self-regula- certification courses—both in-person and virtual.
tion, monitor proposed government regulations and lob-
by on the industry’s behalf. The Interactive Advertising • Promotion: both the promotion of the industry and all
Bureau launched the Mobile Marketing Center of Excel- marketers learn from the three activities above, as well
lence at the end of 2010, while the Mobile Marketing as the members of the MMA.
Association tapped former IAB chief Greg Stuart as its
new president/CEO. • Protection: to work alongside its members and the
other leading players in the industry to ensure that the
“The MMA and the leadership derived from its member- MMA continues to enhance its consumer and commer-
ship have been a cornerstone in the mobile marketing cial self-regulatory principles, guidelines, standards and
industry for years, and this will not only continue, but best practice.
accelerate as the use and the diversity of mobile mar-
keting solutions accelerate,” said Michael Becker, San 2011 compared to 2010
Mateo, CA-based managing director for North America Mr. Becker said marketers will see a number of differ-
at the MMA. ences in 2011 compared to the previous year.
“The MMA and its members will continue to support “We entered 2010 with the mindset of a weak economy,
the industry in embracing and understanding the value- and the question on many marketers’ minds as to whether
generating engagements that can be had for both the or not mobile marketing was relevant,” Mr. Becker said.
consumer and the marketer through the proper use of “In 2010 we are leaving the weak economy behind us
mobile marketing and the practices of mobile advertising and the question of mobile marketing relevance.
and mobile commerce,” he said.
“Moreover, In 2010, in North America specifically, we fi-
“The MMA is aligning its focus to the needs of consumers nally hit the critical point of 20-plus percent penetration
and marketers.” of smartphone use in the market, the tablet computing
class of device has firmly taken hold as a new and unique
To this end the MMA will focus on: channel and the market has developed a healthy respect
for all the mobile media paths—SMS, MMS, email, voice,
• Industry standards and best practice: including ad- the mobile Internet, applications, content, proximity
vertising guidelines, its consumer best practices—not just channels,” he said.
for messaging, but all media paths—and best-practice
guidelines that demonstrate the effective use of mobile “In 2011 we’ll see continued growth, adoption and use of
marketing strategies and tactics. mass- and niche-market applications of mobile market-
ing solutions. Moreover, we’ll see growth in a wide range
• Measurement: measurement of consumer accep- of location, commerce and personal data management
tance and adoption, total industry spending as a proxy solutions. 2011 is going to be really fun.”
PAGE 14 Mobile Marketer MOBILE OUTLOOK 2011
BANKING AND PAYMENTS
Majority of consumers to make use of mobile banking in 2011
By Rimma Kats
L
arge entities such as Chase and Bank of America in the mobile channel,” Mr. Warshawsky said. “Market-
made the rest of the financial services industry ing of the channel means that banks must continue to
realize the potential of mobile in 2011. drive consumer awareness of the capabilities and con-
venience that are available to drive adoption – all while
As more customers continue to leverage the convenience ensuring customers understand the inherent security of
of mobile services to stay connected and in control of the channel.
their finances, smaller banks will jump onto the mobile
bandwagon, using the mobile medium to communicate “With regard to marketing in the channel, customers
with customers. Mobile banking will be driven by grow- are highly sensitive to how they are communicated to
ing smartphone adoption and an increase in consumer via their mobile device,” he said. “We think the key is
comfort in banking via their mobile phone. to allow customers to choose how and when they are
communicated to, and to make sure offers are relevant,
“We believe the mobile banking and mobile payments timely and valuable.”
space will see significant activity in 2011,” said Marc
Warshawsky, senior vice president and mobile channel Mobile developments
executive at Bank of America, Charlotte, NC. “Bank of In 2010 banks developed mobile sites and applications to
America is on track to surpass 6 million active mobile keep up with their tech-savvy customers.
customers in early 2011 and has demonstrated our long-
term commitment to introducing new capabilities to In addition, SMS played a key role for those that did not
meet their needs. have a smartphone.
“We have conducted numerous trials to learn what our More consumers are handling financial transactions on
customers are looking for in the next generation of mo- their mobile device and are looking for their bank to have
bile banking and mobile payments solutions,” he said. mobile offerings.
“The biggest challenge in the mobile payment space
will be delivering solutions that provide relevant cus- “Financial transactions are one of the most popular uses
tomer value, a seamless and easy-to-use experience, of mobile phones and we see that trend continuing dur-
and confidence that customers are protected with ing 2011 and beyond,” said Christine Holevas, first vice
top-notch security. president of JPMorgan Chase, Chicago.
“It is not easy to deliver simultaneously on all of these “Keeping up with today’s mobile lifestyle and the
fronts and therein lies the opportunity – companies that ever-growing popularity of mobile banking is our
can provide all of these aspects in their solutions will challenge and opportunity,” she said. “Customers ex-
lead the way in customer adoption and satisfaction.” pect the latest banking tools and services that work
on the newest devices and systems from us more
Bank on change quickly than ever.
Mobile banking will change this year due to increases in
sophisticated devices. “We anticipate that we will see increased customer
adoption in 2011 of Chase mobile banking offerings
Additionally, customer adoption will drive mobile bank- including the native apps for iPhone and Android, text
ing providers to broaden their capabilities to keep up updates on accounts and Instant Action Alerts. These
with consumer expectations. services fit with today’s mobile lifestyle and customers’
demand for up-to-the-minute information about the
“There is marketing of the mobile channel and marketing banking accounts.”
PAGE 16 Mobile Marketer MOBILE OUTLOOK 2011
CARRIER NETWORKS
T
he biggest development in 2011 will be the U.S. “Corollary to that, the truth of the matter is that carriers
wireless carriers’ continued rollout of 4G networks still have a lot of influence and control in the wireless
as LTE spreads nationwide to go head-to-head with space, and if they can figure out how to leverage that,
Sprint’s WiMax. they can make a lot of money,” he said. “Hopefully in
2011 they can develop better strategies, and you can’t
Verizon Wireless turned on the first large-scale 4G really discount them, as much as they’ve been beaten up
LTE on Dec. 5, which the carrier claims enables speeds over the last couple of years.
up to 10 times faster than its 3G network, but it is an
open question whether or not it will significantly af- “They have a lot of consumer data and a lot of relation-
fect consumer behavior in the near future. While bet- ships with subscribers, and while no one really talks
ter wireless infrastructure is necessary, in 2011 mar- about the carriers, they know who everyone is and what
keters may find themselves wishing that carriers device they are using, and they have a billing relation-
would pick up the pace on the issues that are most ship with consumers.”
important to them.
Verizon iPhone
“All of the things we are hearing [about carrier initiatives Now that Apple has brought the iPhone to Verizon
in 2011] such as billing or support for existing services Wireless, it is sending shockwaves throughout the
are not wildly innovative—not anything that will change mobile ecosystem.
their market share or improve their bottom line,” said
Josh Martin, senior analyst at Strategy Analytics, Boston. Everyone from rival carriers to competing operating sys-
“Carriers are being more reactionary than proactive. tems—especially Google’s Android and Research In Mo-
Mobile commerce
In 2011 carriers will work together to lay the groundwork
to try to create a nationwide standard for contactless
mobile payments with Isis.
M
obile commerce will continue to change how
people shop, and the way retailers interact with
customers in 2011.
Performance is a challenge
Matt Poepsel, Lexington, MA-based vice president of
performance strategies at Gomez, said that perfor-
mance of mobile sites will remain a major challenge
in 2011.
aren’t equipped to handle the same content volumes and
Indeed, mobile commerce is not always a satisfying ex- types as a desktop PC,” he said.
perience for consumers.
“Some retailers, trying to deliver a consistent user expe-
The top 15 retailers’ mobile sites run slower, and perform rience across their traditional PC and mobile Web chan-
less consistently than their traditional PC sites. nels, maintain too much content on their mobile sites,
which impacts speed. Other retailers choose to strip
“Many retailers have yet to figure out mobile perfor- away too much content, leaving users wanting more.”
mance strategies that meet their customers’ expecta-
tions – which can be viewed as both a challenge and an The goal in 2011 should be to strike the proper balance
opportunity,” Mr. Poepsel said. between mobile site performance and functionality,
based on what customers want.
“For example, one way to improve download speeds on a
mobile site is to streamline content, since most devices According to FitForCommerce’s Ms. Dvorak, con-
“This ensures that they will not have to start from scratch
when they are ready to market,” she said.
W
ith the increasing consumer usage of mo- “Adapting to new, differing and changing technologies
bile devices for more than just making phone can be hard to keep up with, but we’re making sure our
calls, mobile content consumption will boom content APIs enable us to be adaptable as possible.”
in 2011.
Additionally, 2011 is looking positive for application
Brands are making sure that consumers can access their developers as smartphone usage continues to expand.
content in whichever way they prefer. The content pro-
vided should best reflect the brand, while at the same The new paradigm is tapping, not typing.
time take advantage of the flexibility and portability of
the mobile phone. Web vs. apps
In the coming years, consumers will expect to access
“Mobile provides another access point to our engaged more services via applications than mobile browsers as
audience,” said Angela Moore, vice president and site di- tapping applications to access information and Inter-
rector at FoodNetwork.com. net services grows in popularity over typing URLs, per
U
sing the mobile medium to build databases of monly used CRM tactics geared towards databases
consumers interested in communicating with a of loyalists.
brand will be a continued practice in 2011, with
marketers placing calls to action on mobile Web sites, “Although SMS marketing has been in use for years, the
PC sites, out-of-home advertising, print ads and other increase in smartphone use will continue to fuel mobile
traditional media. marketing momentum and drive interest in all aspects
from SMS text, to apps, WAP sites and mobile com-
merce,” said Shira Simmonds, president/CEO of Ping
Mobile, Englewood Cliffs, NJ.
Mobile database
There will be some issues and challenges affecting the
mobile space in 2011.
Mobile CRM
American Airlines has
frequently included mo-
bile in its initiatives in
2010. The company ex-
panded its mobile board-
ing passes to a total of
42 airports. This was part
of the airline’s mobile
CRM strategy.
E
mail will remain the workhorse of online marketing
in 2011, but it will be a year of transition as market-
ers come to recognize how customer behavior and
preferences have altered the landscape to make mobile-
optimized email campaigns imperative.
W
ith an increasing number of developers and pub-
lishers creating games for more sophisticated
smartphone and tablet devices, consumer adop-
tion of mobile gaming will continue to increase in 2011.
That has encouraged large developers such as EA and In terms of monetization, developers continue to try out
smaller ones such as Rovio, creator of Angry Birds, various models and hybrid solutions, from ad-support,
to focus on games for feature phones, smartphones pay-per-download and subscriptions to micropayments
and tablets. and virtual currency. No single method is going to win
out. Savvy developers and publishers will try a range
The boom in mobile applications, in general, and the of models.
successful distribution models of app stores have
helped developers generate revenue from quality “Monetization continues to be a challenge,” Mr. Nguyen
mobile games. said. “The growing opportunity also adds an element of
choice—which platform to develop for—and competi-
“The opportunity is largely in the mobile space and tion, with developers flooding the market as they see
the new platforms on which they can develop,” opportunity arise.
Mr. Nguyen said.
“Consumers win out,” he said. “Providing them with choic-
“How will 2011 be different from 2010? Increased mar- es will open up the market opportunity for developers.
ket opportunity, competition and choices,” he said. “Now
that Android devices are in full swing, Google’s Android “None of these options are one-size-fits-all—it depends
Market will be more significant in the coming year.” on the game and the target market.”
W
While mobile marketing continues to develop tion that the terms of a
significantly given the primary importance program being market-
that consumers place on the devices coupled ed on the Internet must
with their tremendous advances in technology, the law be disclosed clearly
in this area continues to lag. and conspicuously.
Typically, the FTC has brought enforcement actions The language and placement of required program terms
against these programs under the unfairness prong must be examined to be sure that the terms are reason-
claiming that a reasonable consumer would not appreci- ably and adequately disclosed to the target consumer.
ate that he or she was enrolling in a subscription-based
program that would be automatically charged to a par- MMA best practices
ticular payment method. Like the FTC’s general standards, the Mobile Marketing
Association has issued a Best Practices Guide govern-
As it relates to online advertising, the FTC has issued a ing, among other things, the enrollment of consum-
business compliance guide known as the Dot Com Dis- ers into a subscription-based SMS program through
closures which details the FTC’s positions on Internet the Internet.
marketing requirements.
While the guide does not have the force of law, the
The Dot Com Disclosure Guide highlights the FTC’s posi- guidelines are considered by a compilation of accepted
PAGE 28 Mobile Marketer MOBILE OUTLOOK 2011
industry practices, wireless carrier policies and regula- Here, the cases have been initiated by class-action
tory guidance for marketing practices. plaintiff’s firms. A number of major settlements have
recently been reached relating to mobile content as
Wireless carrier Florida settlements well as SMS messaging being transmitted without
Despite the FTC’s oversight of national advertising, regu- sufficient consent.
latory enforcement relating to mobile marketing con-
tinues to emanate primarily from the state of Florida, For example, in one case, the appellate court found that
which has now inked settlements with all the major Simon & Schuster and its marketing partners violated
wireless carriers – AT&T, Verizon, T Mobile and, most the TCPA when it sent text messages to promote Stephen
recently, Sprint. King’s novel, “The Cell.”
While these settlements are directly with the carriers Although the plaintiff agreed to receive promotions
and not the marketers and are limited to Florida, be- from Nextones “affiliates” and “brands,” the Ninth Cir-
cause the carriers bill for the content, their terms es- cuit found that Simon & Schuster was not an affiliate of
sentially establish the standards by which industry Nextones based on a formal analysis of the meaning of
must operate. the terms.
Among the terms of the Nextones neither owns nor controls Simon & Schus-
settlement set forth in an ter. Furthermore, Simon & Schuster was not a brand
Assurance of Voluntary of Nextones.
Compliance, the carriers
are required to include in Therefore, Simon & Schuster could not rely on the
their contracts with third- consent that Ms. Satterfield provided to receive mes-
party marketers vari- sages because it was not a brand or an affiliate
ous restrictions relating of Nextones.
to type, placement and
content of cost and other The court remanded the action to the trial court to
important disclosures. continue the litigation.
Given the broad restrictions placed on the carri- Although the amount of damages for a single unau-
ers which act essentially as the billing agent for thorized message may be small (i.e. $500), when all
third-party service providers, companies that wish of the messages are combined, the amount of liability
to provide paid content must be sure that they are is extraordinary.
in compliance with the detailed requirements of the
Florida settlements. Therefore, rather than risk up to $90 million dollars in
liability, defendants in the Satterfield action have sought
Class actions marketing to settle the matter.
Under the Telephone Consumer Protection Act of 1991,
a person transmitting an SMS message for commercial Under the terms of the settlement, defendants agreed to
purposes must first have the recipient’s prior express set up a $10 million cash settlement fund.
consent to receive the message.
Approximately $7.7 million will be used to make pay-
The scope of consent has been very narrowly construed ments of up to $175 to each claimant who received
in recent class-action decisions and the liability as a re- the text message at issue, and $2.275 million in attor-
sult of sending a mass SMS message without sufficient neys’ fee will be paid, in addition to payments to the
consent is enormous. class representatives.
A
s various handset manufacturers and operating new breakthrough apps recently.
systems battle it out for supremacy, competition
will be at a fever pitch throughout 2011. “NFC chips are promising for driving mobile payments,
but there are challenges around standards and how the
Apple’s iOS, Google’s Android and Research In Motion’s pie is divided,” he said. “Tablets represent a somewhat
BlackBerry are the three leading operating systems in mobile opportunity, but they are more than simply large-
the United States, while Nokia’s various platforms still screened smartphones.”
have wide reach abroad. In addition to a refocused Palm
under Hewlett-Packard’s umbrella, devices based on Mi- Dialing up
crosoft’s Windows Phone 7 operating system will make While the technological progress achieved over the
a splash in 2011. course of 2010 has set the stage for advancement in the
following year, 2011 will be different from the previous
“All bets are off if the iPhone moves to Verizon, a move year in significant ways.
more likely now that the carrier has launched its LTE
network, but we will see Windows Phone 7 back in the NPD’s Mr. Rubin said that more competition will return
game,” said Ross Rubin, executive director of industry to the smartphone market with HP’s Palm and Micro-
analysis at the NPD Group, New York. “Android should soft’s Windows Phone 7 driving new products, at least
continue to command a healthy percentage as well. one major new version of Android and a likely new
iPhone, as in years past.
“Without further significant changes to its operating
system and app support, RIM will continue to be at a The industry will see broader adoption of higher-speed
disadvantage with consumers,” he said. data branded as 4G, paving the way for more video ser-
vices such as on-demand television shows and videocon-
Challenges lie ahead ferencing, per NPD.
While steadily increasing mobile usage and consumer
adoption of higher-ticket smartphones and tablets offer In addition, 2011 will see more adoption of peer-to-peer
plenty of opportunities for handset manufacturers in the networking technologies such as Wi-Fi Direct, Bluetooth
coming year, they will face 4.0 and NFC.
challenges as well.
Marketers should carefully monitor developments re-
With the touch-screen in- lated to the various handset manufacturers and mo-
terface becoming a de facto bile operating systems in the coming year to make sure
standard and many differ- their campaigns are targeting the right audience and are
ent manufacturers building optimized for the pertinent mix of devices.
on the Android platform,
differentiation will be more “More consumers will have access to devices that can
of a challenge in 2011. access the Internet at higher speeds and have higher-
resolution displays,” Mr. Rubin said. “This should enable
“The touch-screen slab has richer advertising.
become a commodity and
Android has lost much of “Continued growth in location-based services should
its novelty,” Mr. Rubin said. also do more than ever to bridge the gap between mobile
“We have not seen many marketing and bricks-and-mortar commerce,” he said.
P
ublishers such as Conde Nast, Hearst and Time Sports Illustrated.
Inc. began to understand the potential of mobile
publishing, advertising and marketing in 2010. In“We have found that with each product introduction, us-
2011, a cross-platform mobile presence will top their list
ers have migrated to our content,” she said. “2011 is sure
of priorities. to bring new developments across the media landscape,
and we will continue to connect with our audience in
Most media giants already have at least one application
their favorite spaces and produce unique opportunities
and a mobile Web site. In 2011, these media companies
for our advertisers.”
will focus on expanding their distribution to include
Android, BlackBerry, Windows Phone 7 and iPhone. SMS,
Frenemies
image recognition and 2D bar codes will become far
More readers are moving away from online and into
more mainstream in print media.
mobile. However, publishers need to view mobile as
another source of monetization and not as a threat
“It’s an exciting time to be a part of the media indus-
to online.
try,” said Kim Kelleher, vice president and publisher of
Sports Illustrated, New York. “During the past year, a
Mobile can be an additional channel for revenue if
myriad of new channels and devices have provided ad-
treated properly.
ditional touch points for our readers to connect with
Media brands need to monetize with ads on mobile sites
and applications, in addition to online and print.
Code language
Sports Illustrated has rolled out its content across vari-
ous mobile platforms. In addition to engaging smart-
phone users, the publication reaches readers who have
feature phones via SMS.
S
MS will continue to be part of the personal com-
munication mix in 2011, as it still will have the
most reach and be the most used mobile service
by consumers.
It is hard for messaging to compete with applications, Applications, in particular, are a threat in two ways.
HTML 5 Web sites, iAd, mobile video, mobile social media
and location-based services. First, consumers are increasingly turning to applications
such as TextPlus, GroupMe and Kik to chat instead of
The second challenge is getting pricing right and accepted. text, and Facebook’s new messaging service will eat into
this, too.
For ads appended to SMS content, pricing is relatively
straightforward, generally sold on a cost-per-thousand Next, applications can directly send notifications to the
basis, and there are possibilities to buy SMS ads on a device that do not rely on SMS.
performance basis.
According to Jeff Hasen, chief marketing officer of Hip-
The third challenge is the rise of smartphones. cricket, Kirkland, WA, companies including Macy’s, Arby’s
PAGE 34 Mobile Marketer MOBILE OUTLOOK 2011
will have sizable data plans, so MMS becomes more
viable. More brands are now employing richer messages.
There is reason to believe the MMS growth will continue
in 2011.
“SMS has come a long way, but still suffers from the tag
by creatives and others that it is the least sexy mobile
execution,” Mr. Hasen said.
Recommendations
1. Understand business goals and target audience. If
the target consumers and prospects all have one brand
of smartphone, then the marketer is golden. But that is
not likely.
and MillerCoors moved product, built databases and loy- 2. Start first with reach via SMS, then see how the mar-
alty, and viewed text messaging as an indispensible tool keter can further engage subscribers with MMS, and
in each brand’s reach strategy. then send offers via text or other actions that bring value
to them.
The very fact that these brands and thousands of oth-
ers have built valuable databases proves that SMS will 3. Marketers should also seek a clear understanding be-
remain in the core strategy and mobile toolbox. fore running any mobile programs.
Picture growth 4. Balance the portfolio. SMS and MMS are the
Expect to see more prominent calls to action that invite blue-chip stocks.
participation via text.
“Expect the integration points to be different,” 360i’s Mr.
Much like Arby’s used text in the introduction of the Berkowitz said. “Mobile social media presents an oppor-
Roastburger on the Jimmy Kimmel show, major brands tunity to allow people to interact with people, places and
are inserting SMS calls to action to encourage trial, sales content in new ways from their mobile devices.
and to build loyalty. SMS calls to action will proliferate
in 2011. “SMS and MMS can facilitate deep interaction at live
events, and there are fun ways to use it with digital out-
When it comes to MMS, more mobile subscribers of-home media,” he said.
M
obile is letting artists connect with fans like “Fans have not only increased their use of mobile de-
never before and labels, musicians and man- vices, but have come to rely on them in their day-to-
agement companies need to recognize the im- day interactions with their favorite artists or bands,”
portance of the mobile platform as the most personal said Dorrian Porter, CEO of Mozes, Palo Alto, CA. “This
and effective medium of connecting directly to music trend has led to their acceptance of being directly
fans in 2011. contacted on their mobile phones with information of
their choosing.
Artists are using the mobile medium to build buzz around
an upcoming album or tour. Additionally, companies such “While the use of mobile technology may have been an
as Shazam are rolling out mobile applications across var- up-and-coming tactic in 2010, it will be a must-have
ious smartphone platforms to keep music lovers up-to- for any digital and marketing strategy in 2011,” he said.
date with their favorite musicians. “The fact is if you can provide fans with information they
want and need, they will be open to your requests.
Music engagement
Universal Music Group, which uses Mozes’ mobile en-
gagement platform, has been active in the mobile space
this past year.
E
xperts agree it is inevitable that 2011 will mark an to IDC.
incredible shift in marketers’ budgets, as more is
allocated to the mobile medium. 3. When it comes to mobile Internet display ads, Google
is tied at first place with Apple with 19 percent mar-
Here are some stats that are indicative of what to expect ket share and independent ad network Millennial Media
in the year to come: comes in second place with about 15 percent per IDC.
Google dominates mobile search advertising, with an ad
1. Fifty-seven percent of consumers would be interested revenue market share of 91.4 percent per IDC.
in opting in to a brand’s loyalty club via a mobile social
networking application such as Facebook. 4. 2011 will see almost $2 billion for mobile online
advertising, according to IDC.
2. Google dominates mobile advertising, with a market
share of 59 percent of total spending including search 5. Brands need to create a mobile Web presence and
and display advertising, followed by Apple with 8.4 per- invest in applications, since 48 percent of consum-
cent and Millennial Media at 6.8 percent, according ers prefer the mobile Web and 52 percent prefer
applications, according to Moosylvania.
10. The industry was abuzz when it came to Apple’s iP- 12. Mobile advertising made noise this quarter, but 97
hone and the potential for marketing via the platform. percent of agencies claim their clients are not requesting
But comScore research shows that there is a new player platforms such as Apple’s iAd, according to media buying
in town, reaching more than one in five smartphone sub- and selling software provider Strata.
scribers in the United States. Google’s Android-enabled
devices now reach more than one in five U.S. smartphone 13. ABI Research forecasts that 11 million tablets will be
subscribers. With a total of 58.7 million people in the shipped this year, which means that the audiences on
U.S., that is a big chunk of the smartphone market. devices such as the iPad are growing and becoming more
valuable to mobile advertisers and marketers.
11. Seventeen percent of smartphone users planned to
use their smartphones in the holiday shopping process, 14. Seventy-two percent of developers say Android is
56 percent of them to compare prices, up from 45 per- best positioned to power a variety of connected devices
cent in 2009, according to Deloitte. More than one out in the future, compared to 25 percent for iOS, according
of 10 (12 percent) of consumers said they would turn to to Appcelerator.
social networks for information such as gift ideas and
coupons, discounts and sale information for the 2010 15. A Scanbuy study found that mobile bar code scan-
holiday season. Of the consumers who planned to use ning grew 700 percent in just nine months (January-Sep-
a smartphone in the holiday shopping process, 46 per- tember), with more people performing scans in a single
cent would use their devices to get product information. month than all of 2009 combined.
A
s more advanced smartphones enter the market, time to optimize their campaigns, so 2011 will be a year
the volume of mobile searches will increase ex- of deep engagement in the mobile channel.”
ponentially in 2011. Mobile search engine mar-
keting will move from a niche advertising opportunity to Seminal performance
an important part of any media campaign. According to Google, challenges in 2011 will stem from
making sure that advertisers are ready for a large volume
Mobile SEM will lead the way in educating advertisers in mobile search.
about the value of mobile search – with new formats
that do not exist on desktop such as click-to-call, offers With this challenge come opportunities for adver-
and new hyper-local formats. tisers who have optimized for mobile and have a
solid strategy.
“There is a lot of experimenting and educating ahead,”
said Michael Slinger, head of mobile search advertising Dennis Glavin, group product manager of mobile search
sales for North America at Google Inc., Mountain View, advertising at Microsoft, Redmond, WA, said advertisers
CA. “Many advertisers and agencies have not yet had are still learning how to capitalize on clicks from mobile
search. The 2011 year will bring opportunities to agen-
cies that can deliver high-quality, post-click landing
pages and special offers.
Search is local
Yahoo’s Mr. Cushman said that advertisers will drive in-
novation with rich media, improved analytics and con-
tinued expansion in local search. The connection of the
digital and physical worlds will also continue but it is
probably too soon for visual search.
Recommendations
Mr. Slinger suggests that marketers fix their landing pag-
es, build mobile-specific campaigns, test new formats,
run broad keywords to find those that perform well on
mobile, rethink the definition of a conversion and make
sure it makes sense on a mobile device.
M
obile social media marketing will be centered
on location in 2011, according to a Carrabba’s
Italian Grill executive.
Mobile social networks are great ways to segment a Carrabba’s Foursquare promotion saw 6,987 total
brand’s most loyal customers are. check-ins and 178 mayors.
Loyalists are incredibly social and are great at word Providing rewards via mobile social networks through
of mouth. Making them happy will ultimately help check-ins will continue as a trend in 2011.
PAGE 42 Mobile Marketer MOBILE OUTLOOK 2011
Checking in on check-in • Always test. Start small with the test. Starting with
The mobile social networking space will slowly evolve to one store or market and establishing small wins in this
a more granular medium that will result in customized space will arm the marketer with the necessary key
messaging for users that are meaningful to them but learning to expand the test without jeopardizing the
will also be aligned with a brand’s customer relationship user experience.
management strategy, per Mr. Miller.
• Stay current. This is a space that is evolving almost
“This, coupled with greater trackability, will arm brands daily. Become a voracious reader of news, technology,
with the necessary tools to be nimble in the marketplace best practices and case studies.
while meeting the wants and needs of the consumer,”
Mr. Miller said. “Advertisers can use mobile social networks to help tar-
get an audience of influencers who might further engage
Mobile social network marketing and loyalty programs with their brand directly through these social networks,”
will become more mainstream in 2011, with consumers Mr. Coury said.
increasing their usage of the check-in.
“While some advertisers might use this information to
As more consumers use smartphone devices, they will determine who to target, others might find the results
become empowered and moved to use mobile social net- just as helpful in deciding who not to target,” he said.
works, like some of their friends already are.
Recommendations
Andrew Coury, analyst at Myxer, Miami, said that users
who participate in location-based social networks are
extremely social by nature, more so than those who use
traditional social networks.
M
obile technology will advance to the point
where brands increasingly turn to tools such
as image recognition and 2D bar codes to
engage with consumers.
Mobile challenges
Fragmentation in the industry continues to create chal-
lenges with brand and consumer adoption of bar codes.
The mobile space is still nascent and there is a lot of op-
portunity to capture market share.
Bar none
Mobile bar codes are becoming increasingly popular.
However, many people still do not know how to use them
if they are not pre-installed on a smartphone.
Other key parts that will play a major role in 2011 include
Flash and HTML5. While Apple may be ruling the mobile
ecosystem, its devices do not support Flash.
Mr. Wehrs believes that mobile is still a fragmented “Finally, when it comes to execution, work with the ex-
space, albeit giving marketers a wide number of options perts in the space, and always think about what will
across different activation points. make your consumer happy.”
E
xperts forecast that 2011 will be the year that mo-
bile video takes off, since the creation of rich media
and adoption of smartphones is already driving ad-
vertisers to do more video advertising.
Mobile TV
Television networks such as NBC and ABC already let
viewers catch up on shows that they missed via mo-
bile TV. These are full episodes on mobile devices, with
ad support.
Publisher focus
With advertisers focused on mobile video, there will be a
big increase in publisher mobile video inventory.