Tag Archives: Mobile

Marketers, do you really consider iPads as mobile?

percentage-of-retail-e-commerce-dollars-spent-via-mobile-devices
You will find more statistics at Statista

Prediction is hard, specially when it’s about the future.

The chart shows the incredible growth of mobile commerce. Excited? Well, not so much. It’s all driven by the iPad. When ten years ago many analyst predicted that mobile-commerce would be the future, few actually meant tablets to be part of the story?

One thing is that Steve Job presented the iPad and the Macbook Air as mobile devices. Another thing is that for digital marketing purposes, analyst consider it so.

Despite sharing the same OS as the iPhone, the use of an iPad is actually closer to a laptop than to a smartphone. I often buy from Amazon using my iPad instead of my laptop, even when at home. Same for online banking. In both cases, I use the original website, not the mobile one. When I am on the go, the iPhone is always with me, but not the iPad. When I am sitting in a Starbucks I may take an iPad, but still, it replaces the laptop rather than the mobile phone.

Categorizing the iPad as mobile is misleading. The use of a tablet differs from. If you are making decisions on your ad budget based on an analyst that categorizes iPad as mobile, think twice.

That said, technology-wise it has a big implication. Kill your Adobe Flash site if you haven’t yet. Just bet on HTML5 for all versions of your site, mobile, tablet, laptop-desktop or TV.

mobilecontentmarketing

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Mobile Internet Platforms: Do we need a different Web for Mobile?

Mobile Mondays dedicated its latest event in Madrid to Mobile Internet Platforms, where my good friend Alex Romero from Yahoo! presented their vision of Mobile Internet.

Mobile Internet is finally coming. Unlimited data plans and high speeds (HSDPA, EVDO) are finally enabling it. Although most 3G data traffic is still associated to Wireless Broadband, new devices as iPhone and Android are making the mobile web experience far better than ever before.

So with full browsers in the handsets, is there anything specific about Internet in mobile? For many developers of mobile apps for Android, iPhone, Symbian, Windows Mobile or Blackberry the answer is yes. If usability is important for any application in a computer, in a handset, usability is crucial due to limitations such as a smaller display, or less comfortable inputs (text or navigation). In smaller devices any click saved makes a difference. That is why applications for mobile must be smarter and be context aware (know about location, user profile, friends in social networks, time of the day, weather, personal agenda, you name it), so that clicks can be saved.

Yahoo! oneSearch is an example of a different approach to Search, specific for Mobile: Provide relevant answers instead of web links.  Do the examples in the oneSearch picture above save clicks? Would you use oneSearch on your iPhone, even if you can fully search in its Safari browser?

My Next Phone

Nokia must be getting more and more worried.

Apple, a new entrant in the market, has stolen from Nokia the top position for high-end phones in consumers minds. The revolutionary iPhone might not have yet a market share comparable to Nokia, but it is definitively the phone we all dream of. The worst is that people has realized how poor was, and still is, Nokia phones usability, and that hurts their image.

And now Android, without a single unit in the market, is generating a hype bigger than iPhone did before launch. And the hype is well deserved. Watch the video:

If handset vendors manage to get Android units in volumes by end of the year, this is going to be a big Xmas hit!

3G brings Mobile Broadband at last

I just discovered this interesting graph in Brough Turner’s post 3G’s biggest success is as a dumb pipe.

The graph highlights two main points: 1) 3G data trafffic has increased more than 10 times in Finland, and 2) 92% of that traffic is Internet Access from PCs. UMTS modems and Data Cards in combination with emerging data flat rates are making mobile broadband a reality. Another reading from the graph is the comparatively low growth from Symbian devices, mainly due to the poor usability of its handset browsers.  iPhone’s Safari and Android’s WebKit based browser will surely outpace Symbian in data traffic when they reach Finland.

Skype and IMS should benefit from true broadband IP access. Once there is a proper wireless pipe, IMS becomes key for telcos to own the subscribers and provide value-added services. For the users, IMS brings a richer communication, Skype-like, only that this time carrier-grade.

Skype service is absolutely great, but would you rely purely on it as a replacement of your mobile line? Wouldn’t you trust an Skype-like service (with presence, IM, network address book, high-def videocall, file-sahring, etc) if offered by AT&T, Vodafone or Telefonica instead?

 

At last Mobile Web, thanks to iPhone

In January, Google disclosed that the traffic to Google from iPhones had surpassed any other smartphone, despite iPhone accounts for only 2% of the worldwide smartphones, Nokia’s Symbian 63%, Windows Mobile 11% and RIM 10%.

Later in March, M:Metrics confirmed that 85% of iPhone users access the web from their handset, compared to 58% of smarphones, and a mere 13% of the overall market.

Want to know why iPhone users spend their time on the Web? Watch this video:

Have you tried to do the same from a Nokia N-series? even from a Windows Mobile handset? Do not try. The improvement in usability that iPhone and its Safari browser brings over other handsets is huge and really makes Mobile Web, at last, usable.

Hopefully, Android will be able to follow iPhone’s solid steps into Mobile Web.

If iPhone is a revolution, wait to see Android

Google has disclosed 46 of the 50 winning Applications of the first Android Developer Challenge. Each of them wins a prize of $25.000. You can see the complete Applications list at Google Android Developers blog and see a selection of ten favorites from TechCrunch and ReadWriteWeb . Here is my mini-list with a few interesting and videos that show how powerful (and how close to iPhone) Android seems to be.

AndroidScan – Use your phone to scan a barcode, get pricing information from dozens of stores, product reviews and more. Never make a bad purchase again! (by Jeffrey Sharkey)

TuneWiki – Our goal is to have the lyrics always on, always available, always synchronized to music – on any device that can play music back and connect to the Internet. By TuneWiki Inc.

Locale – Locale is one of 7 Android applications submitted by MIT students. It enables you to set up location- and time-based profiles for your phone, so you can make it shut up when you’re at work, forward calls to your landline when you’re at home. Clare Bayley, Christina Wright, Jasper Lin, Carter Jernigan.

BioWallet – A biometric authentication system for Android. This application features iris recognition and can act as a password safe and provide single sign-on for other Android apps. Jose Luis Huertas Fernandez

The potential for Android seems huge. Similar to iPhone, but open to the talent and creativity of thousands of developers. Note that 1.700 applications were submitted for this Challenge, before any Android phone is in the market!

Watch out Apple, but specially watch out Nokia and Windows. You’d better catch up quick!

The On-line Generation

MO1

In 2006 Imaginarium and Telefonica Moviles launched the MO1, a mobile handset designed for 6 year-old children. It sold at 59 Euros, with a prepaid account. Its features include: two blue buttons for direct call to Mom or Dad, white-list for allowed SMS destinations set-up by parents, hands-free and an emergency locator.

What does not seem as a bad idea has been criticized by many European countries, complaining about marketing and selling targeted to children. But, didn’t ads for kids toys already exist years ago? Why is it now an issue when applied to something as useful as a mobile phone? Just educate children not to abuse it. French Ministry of Health has gone farther, suggesting that since the long-term effects of mobile “radiations” are unknown, children should not use mobiles. But if radiation risks were to exist, shouldn’t the authorities better check all antenna towers located close to schools, in schools or on top of buildings where children live?

Recent surveys among 9 year-old kids in European countries have shown that most of them already have a mobile phone. I am afraid the trend of children with mobiles is unstoppable, even if some politicians insist on alarming the population with the fears of the unknown.