Great analysis of the various apps stores from one of the Morgan Stanley Mobile Internet Documents:
Saturday, December 26, 2009
10 Mobile Trends in 2010 that will Influence Mobile Marketing
1. Augmented Reality
It is evident that Augmented Reality is still in the "buzz" state but the potential for it to be the Marketing world's next big thing is there. The important factor will be how quickly it spreads into the mainstream. We should know by the end of 2010 if AR will emerge as the next "App Store". Check out this article, Mobile Augmented Reality Builds Deep Consumer Engagement for the many creative ways AR is already being used in Mobile. Download the Layar App onto your iPhone or Android device to get a first hand look at this technology 2. MMS
The smarter step-brother of SMS never gets it's due. As smartphones move more to being mainstream in 2010, this technology will become more commonplace. Why is this on the list? SMS has become very effective and has the highest reach of any mobile marketing tool- why shouldn't a version with more features flourish? How many of you are managing an MMS-only list and pushing creative to your opt-ins? Could also emerge as the easiest way to distribute Mobile Coupons but still costly. 3. Android
iPhone? What matters in the end is the footprint. Marketers want to go where the audience is, but in the case of Apple, the iPhone's stickiness (and hype) is making everyone forget that the technology eventually ends up being copied by everyone in the space. Android is poised to have a large base 18-24 months from now with probably every bit of technology that the iPhone currently has. 4. iPhone
This could be a defining year. Will Apple keep it's exclusivity deal with AT&T and become a Cadillac of mobile phones or will they decide to go wide and disrupt the entire industry as much as they already have? 5. Google
Google has been touting mobile for the past couple of years and it seems, based on recent moves, that their strategy is starting to gel. Android, Admob, Goggles, Local Business Center, Google Favorite Places and the rumored hardware- all moves that will thrust Google into being the next decade's equivalent of a Tier One carrier. 6. New platforms/Fragmentation
If you think it is confusing now, wait until the end of 2010. With a new App store being announced once every six weeks and the battle between Smartphone Operating Systems, it will be an ongoing market study to determine what platform/App store and operating system to align with for each project. 7. QR Codes/Image Recognition
Google just put a big flag in this space. The growth here will always be restricted by the number of devices that come with or are capable of getting the Code Reader or enough awareness that will drive usage of the camera/shortcode solution. Google's campaign that has dumped 100K barcode decals out to businesses everywhere should definitely drive some awareness. 8. Location Based Social Networks
I really think this space is about to move to the next level. Mobile Social Networks such as Brightkite and Loopt have been around but the location aspect of those services has not been enough for the masses to ditch Facebook or adopt as an additional network. Foursquare and Gowalla have joined in on another level. By adding a gaming/competitive element, the network becomes not just another Social Network to connect with people you know but a place that offers a fun competition that awards you for something we all do- going from place to place. Anyone can play and be good at it. There are so many features that can be added into this model for both fun and marketing purposes. 9. Local
When a local business can begin to utilize a new form of marketing then it is a good thing. Having that ad in the Yellow Pages with one graphic that made it stand out from the other local shops was worth an extra $300/year in the pre-internet days. With GPS becoming standard on Smartphones, Google Maps is the new Yellow Pages (actually it would have been the equivalent of carrying your phone book with you) All SMBs should spend the time to do some research and learn to utilize the Google Business Center and other similar tools to make discovering their business easy through Mobile. 10. Facial Recognition
Well, this most likely will not make a dent this year but with Microsoft's Project Nadal on the horizon and the Nokia video pictured in my last post, you can see it is a very cool technology that might eventually rise to prominence if Google decides to incorporate it into Goggles. The following should also be on the list but have been well covered in the blogosphere recently:
Mobile Coupons, Mobile Commerce and Mobile Advertising & Search should also be a part of this list but I felt that all three have been well covered in the press recently.
It is evident that Augmented Reality is still in the "buzz" state but the potential for it to be the Marketing world's next big thing is there. The important factor will be how quickly it spreads into the mainstream. We should know by the end of 2010 if AR will emerge as the next "App Store". Check out this article, Mobile Augmented Reality Builds Deep Consumer Engagement for the many creative ways AR is already being used in Mobile. Download the Layar App onto your iPhone or Android device to get a first hand look at this technology 2. MMS
The smarter step-brother of SMS never gets it's due. As smartphones move more to being mainstream in 2010, this technology will become more commonplace. Why is this on the list? SMS has become very effective and has the highest reach of any mobile marketing tool- why shouldn't a version with more features flourish? How many of you are managing an MMS-only list and pushing creative to your opt-ins? Could also emerge as the easiest way to distribute Mobile Coupons but still costly. 3. Android
iPhone? What matters in the end is the footprint. Marketers want to go where the audience is, but in the case of Apple, the iPhone's stickiness (and hype) is making everyone forget that the technology eventually ends up being copied by everyone in the space. Android is poised to have a large base 18-24 months from now with probably every bit of technology that the iPhone currently has. 4. iPhone
This could be a defining year. Will Apple keep it's exclusivity deal with AT&T and become a Cadillac of mobile phones or will they decide to go wide and disrupt the entire industry as much as they already have? 5. Google
Google has been touting mobile for the past couple of years and it seems, based on recent moves, that their strategy is starting to gel. Android, Admob, Goggles, Local Business Center, Google Favorite Places and the rumored hardware- all moves that will thrust Google into being the next decade's equivalent of a Tier One carrier. 6. New platforms/Fragmentation
If you think it is confusing now, wait until the end of 2010. With a new App store being announced once every six weeks and the battle between Smartphone Operating Systems, it will be an ongoing market study to determine what platform/App store and operating system to align with for each project. 7. QR Codes/Image Recognition
Google just put a big flag in this space. The growth here will always be restricted by the number of devices that come with or are capable of getting the Code Reader or enough awareness that will drive usage of the camera/shortcode solution. Google's campaign that has dumped 100K barcode decals out to businesses everywhere should definitely drive some awareness. 8. Location Based Social Networks
I really think this space is about to move to the next level. Mobile Social Networks such as Brightkite and Loopt have been around but the location aspect of those services has not been enough for the masses to ditch Facebook or adopt as an additional network. Foursquare and Gowalla have joined in on another level. By adding a gaming/competitive element, the network becomes not just another Social Network to connect with people you know but a place that offers a fun competition that awards you for something we all do- going from place to place. Anyone can play and be good at it. There are so many features that can be added into this model for both fun and marketing purposes. 9. Local
When a local business can begin to utilize a new form of marketing then it is a good thing. Having that ad in the Yellow Pages with one graphic that made it stand out from the other local shops was worth an extra $300/year in the pre-internet days. With GPS becoming standard on Smartphones, Google Maps is the new Yellow Pages (actually it would have been the equivalent of carrying your phone book with you) All SMBs should spend the time to do some research and learn to utilize the Google Business Center and other similar tools to make discovering their business easy through Mobile. 10. Facial Recognition
Well, this most likely will not make a dent this year but with Microsoft's Project Nadal on the horizon and the Nokia video pictured in my last post, you can see it is a very cool technology that might eventually rise to prominence if Google decides to incorporate it into Goggles. The following should also be on the list but have been well covered in the blogosphere recently:
Mobile Coupons, Mobile Commerce and Mobile Advertising & Search should also be a part of this list but I felt that all three have been well covered in the press recently.
The Future of Social + Mobile
I stumbled across this post called "Facial Recognition Is The Future of Mobile Search" on the Future Digital Life Blog. The post spoke about the Nokia Video below. I am not sure how long this video has been around but the idea that data from your Social Networks will someday be incorporated into our devices in a much deeper way than they are now is facsinating. It is also crazy to think how the Marketing aspects of Mobile and Social or going to continue to grow as the technology changes. In addition to Facial Recognition, searching the history of our location and our friends locations is probably closer than most of us can imagine.
Gartner Releases Report: "Competitive Landscape: Mobile Devices, Worldwide, 3Q09."
Gartner has released a report on global mobile phone shipments for the 3Q. Below are the breakdowns supplied in their press release. One other tidbit was buried at the end of the release: The Android OS now has a 3.5% share of Smartphone Operating Systems. Worldwide Mobile Terminal Sales to End Users in 3Q09 (Thousands of Units)
| Company | 3Q09 Sales | 3Q09 Market Share (%) | 3Q08 Sales | 3Q08 Market Share (%) |
| Nokia | 113,466.2 | 36.7 | 117,978.9 | 38.2 |
| Samsung | 60,627.7 | 19.6 | 52,891.6 | 17.1 |
| LG | 31,901.4 | 10.3 | 24,069.9 | 7.8 |
| Motorola | 13,912.8 | 4.5 | 24,633.6 | 8.0 |
| Sony Ericsson | 13,409.5 | 4.3 | 24,847.7 | 8.1 |
| Others | 75,551.7 | 24.6 | 64,111.4 | 20.7 |
| TOTAL | 308,869.3 | 100.0 | 308,533.1 | 100.0 |
Note: This table includes iDEN shipments, but excludes ODM to OEM shipments.
Source: Gartner (November 2009)
| Company | 3Q09 Sales | 3Q09 Market Share (%) | 3Q08 Sales | 3Q08 Market Share (%) | |
| Nokia | 16,156.4 | 39.3 | 15,472.3 | 42.3 | |
| Research in Motion | 8,522.7 | 20.8 | 5,800.4 | 15.9 | |
| Apple | 7,040.4 | 17.1 | 4720.3 | 12.9 | |
| HTC | 2,659.5 | 6.5 | 1,656.3 | 4.5 | |
| Samsung | 1,320.6 | 3.2 | 1,114.8 | 3.0 | |
| Others | 5,368.0 | 13.1 | 7,793.3 | 21.3 | |
| Total | 41,067.6 | 100.0 | 36,557.4 | 100.0 |
Note: For HTC, Gartner counts only the company's own-branded devices, including the G1.Note: Totals may not add to 100.0 percent due to rounding.
Source: Gartner (November 2009)
Social Networking- Mobile Access #s
I have always wondered if these numbers are a result of people knowing that they can access social networks from a mobile phone or is it that they prefer to use Mobile as the conduit to their network? One would think the % of mobile social network users under 24 is huge while the over 35 demo is small. My guess is that there is a distinct divide in generations with the older set being comfortable with PCs and youth growing up with a cellphone in their pocket. Older folks are veiwing their network as a replacement for phone calls, letters and email and the kids view it more as having everyone they know with them at all times.
Web 2.0 Summit Presentation- Morgan Stanley's Mary Meeker
Silicon Alley Insider loved this presentation. The first portion is more economy related but it gets real interesting about a 1/3 of the way through when mobile is discussed.....
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