Within two years 50 percent of American employees will work remotely or via mobile.
Wireless will be soon the dominant channel for tracking investments and conducting online trades
Mobile advertising will grow 50 percent in 2011 to over $1 billion
4G will put all of our vending machines and appliances online
Application developers are thrilled with iAd performance and revenues
The biggest opportunities for entrepreneurs and start-up companies will be for those who develop better battery lives
One percent of AT&T customers use 40 percent of its data services
I spent this morning at the Massachusetts Technology Leadership Council’s (MTLC) Mobility Summit. The theme, no surprise, was ubiquitous connectivity. Thanks to mobile in its current state we are all connected all the time. Connected to news, information, each other. And with 4G coming we’ll be connected in even less time. Though we’ll pay the price. One speaker alleged that, “If we leave our 4G on, we use up our $90.00 a month worth of data in the first 40 minutes of the month.” Gulp. Not sure I want to see what the rest of the month is going to cost.
Costs aside however, it’s clear that mobile is not only what’s next, it’s a race to see who figures it out first. The service providers – AT&T, Verizon, Sprint – along with the Cisco’s and Akemai’s labor furiously to make 4G a reality and to enlarge the last mile of pipe. Emerging location-based platforms struggle to get their revenue models right. New start-ups with tools and applications for everything from analytics to social aggregation to mobile community building, battle it out for access to venture capital. Meanwhile brands and advertisers search for the marketing mix that might make sense, evaluating and experimenting with mobile banners, contextual offers, iAds, rich media executions, custom apps and QR codes.
What’s interesting at a “summit” like is to see all the different perspectives. To the providers it’s all about technology, capacity and speed. To investors it’s about revenue models, growth and exit strategies. To platforms it’s about user experiences and downloads.
But if you’re a marketer, you have to think about all of that. Technology creates new opportunities for content, video and applications. If subscription costs affect the rate of adoption you have to decide whether to invest simply in basic ads (the CTRs are often better) or to build more robust experiences for a smaller community. And the user experiences in which you do invest — from apps, to utility, to context, to the accessibility of your mobile friendly website – not only have to be great, they need to be considered in light of everything else you do.
In poking around yesterday, I noticed that while numerous retailers have entered into mobile with coupons, LBS offers, and functional apps, others haven’t even converted their websites to be mobile friendly.
That might be the first place to start.
Interested in more?