Get Smart, Get Small
While worldwide mobile phone sales slowed in early 2009, media-rich smart phone sales are on the rise both globally and in the United States.
In ever-increasing numbers, across a wide spectrum of demographics, people are plying the web primarily on mobile devices. If your site and digital strategies are not mobile capable and/or optimized to load properly – your brand, for many, may not exist.
Worldwide mobile phone sales totaled 269.1 million units in the Q1 of 2009 – an 8.6 per cent decrease from Q1 2008. However, according to Gartner, Inc., “Smartphone sales surpassed 40 million units [in Q2 2009], a 27 per cent increase from the same period last year.”
Add sales of the iTouch and other portable phone-less devices to these statistics and you have a significant emerging market for your brand messaging.
2008 Smart Phone Sales (US)†
† RCRWireless | .think Nov 2009
A Medium in Motion
Many early adopters are opting to invest in mobile applications first – desktop applications second. In fact iPhone Facebook application interfaces have been said to navigate better than Facebook’s own standard web version.
And mobile-based interactive media delivery is here to stay. Flash Lite, Adobe’s mobile-ready Flash player, is already deployed on over a billion mobile devices – with plug-in versions licensed to many popular mobile browsers and an Apple iPhone version rumored in the works.
Just this past week, at the Adobe MAX 2009 conference, Adobe demoed CS5–the next version of it’s widely popular creative suite of applications. Flash CS5 will soon offer customers the ability to export Flash-developed content as native iPhone applications to be distributed through the iTunes app store. Just one more reason why any excuse to avoid mobilizing your brand just won’t fly.
Small Interfaces, Big Variations
Whether developing a mobile app or formatting your current site for mobile delivery it’s important to account for a wide range of mobile screen dimensions to ensure proper readability.
Additionally browsers have greatly varying abilities. Modern smartphones like the iPhone and phones running Google Android have fully functional browsers – other smartphones, do not. As with any digital development testing is crucial. Online emulators can be helpful in assuring your media is suited for delivery vehicles – your audiences’ preferred mobile devices.
Mobile Watering Holes, Captive Audiences
If your customer, constituent, or product base is built heavily on affinity groups, or community, developing a smartphone application can prove particularly beneficial in terms of engagement and retention.
Developing a branded smartphone-ready application or tool, such as an Phone app, can help promote your brand messaging via promotion platforms such as AdMob (mobile ad medium), AdWhirl (mobile ad aggregator) and Mdotm (iPhone app promotion), help facilitate a mobile extension of your brand, messaging and campaigns – often to a new mobile-inclined user base.
Get a Move On
The confluence of exploding smartphone use, video, music and text sharing popularity, and the proliferation of every imaginable mobile game, tool and app means your audience can encounter your brand messaging or purchase your wares just about anywhere.
Assuming you are there to greet them.
Contact Brainstorm for more information on taking your brand mobile.
Image: Miss Karen