New Study Shows the Mobile Web Will Rule by 2015

In a dense, 87-page report, Morgan Stanley analysts have charted the most important online trends and predicted the future of the Internet. In addition to forecasting more online shopping and showing the geographical distribution of Internet users, the study also shows a dramatic shift toward mobile web use. Including devices such as the Kindle, the iPhone, and other smartphones, web-enabled tablets, GPS systems, video games and wireless home appliances, the growth of the mobile web has been exponential — and we’re still just at the beginning of this cycle. Morgan Stanley’s analysts believe that, based on the current rate of change and adoption, the mobile web will be bigger than desktop Internet use by 2015.

After Bruising Ad Battle, AT&T Looks to Rebrand as Lifestyle Company

Telecom to Integrate All Communications Under ‘Rethink Possible’ Theme, Introduce Updated Logo. AT&T is undertaking an ambitious rebranding effort under the banner “Rethink Possible” that includes a redesign that updates its trademark logo. The new theme attempts to position AT&T as a lifestyle company and elevate it from the recent ad sniping with rival Verizon. “Rethink Possible” will inform all advertising from the country’s fourth-largest spender going forward.

Ad Council advocates safe driving via mobile TV campaign

The Ad Council announced at the National Association of Broadcasters Show that the organization will run a new mobile digital television campaign to inform viewers that “Buzzed Driving is Drunk Driving.” The nonprofit organization will run this campaign on mobile devices surrounding the July 4 holiday, when drunk driving fatalities spike. The Ad Council is making an effort to reach the younger demographics and raise public awareness about the issue. “We expect that the results of the showcase and in particular, the results of the Project Roadblock campaign, will provide compelling data that demonstrates the power of mobile DTV to engage with views and mobile DTV advertising to influence behavior,” said Abby Auerbach, executive vice president and chief marketing officer at the Television Bureau of Advertising, New York.

Mobile barcodes and tourism, together at last

3GVision is one of the global players when it comes to mobile barcodes – and it has announced a new service enabling guided phone tours in Glasgow. The trial service allows phone owners to download tours of the city direct to their phones.

McDonald’s pushes breakfast Dollar Menu with mobile campaign

Fast food giant McDonald’s is promoting its new Dollar Menu at breakfast via a rich-media mobile advertising campaign. Expandable banner ads are running within The Weather Channel iPhone application with the tagline, “The Dollar Menu is now at breakfast.”  “Our rich-media expandable ad units offer a breakthrough creative execution,” said Craig Etheridge, vice president of mobile advertising sales at The Weather Channel, Atlanta.

Why mobile is an imperative for brands in Asia: An interview with Gavin Marco, P&G

Procter & Gamble ran its first mobile campaign in Asia in 2002. Eight years on Asia still leads P&G’s mobile strategy. Not only is Asia the world’s most populous region, it’s also one of the most diverse. So while brands use cutting-edge mobile technology to engage with customers in Japan, they are also using basic SMS to connect with consumers in rural Indonesia (people it is almost impossible to reach through other channels).

Healthcare firms urged to use mobile marketing

Mobile marketing has been cited by an industry expert as one of the best ways for healthcare brands to attract more patients to use their services. Although firms in the sector as not as obviously focused on generating new customers as the likes of Apple or Wal-Mart, it is still essential for them to attract patients and retain existing ones, explained medical website design company Aurora. Daniel Gilbert, the company’s chief executive officer, said mobile marketing could be one of the ways that they look to go about doing this. He urged healthcare brands looking to get started in the mobile marketing sector, or wanting to increase their existing activities, to target their spending on “creating user-friendly, informative mobile websites”.

China 3G standard phone sales to surge

Sales of cellphones using China’s own 3G standard (TD-SCDMA) will grow 7-fold this year, boosted by China Mobile’s push of new phones and services, research firm Strategy Analytics said on Monday. The research firm did not unveil total sales estimates, but China Mobile, the world’s largest mobile operator by subscribers, has said it had 3.4 million clients using its TD-SCDMA network last year when it opened the service. The technology’s teething problems, along with a lack of product offerings, have been major factors inhibiting the development of a national TD-SCDMA network by China Mobile.

How To Keep Customers Loyal With Coupons

In yesterday’s post about how small business owners can learn social media, I noted that webinars gave business owners a great way to learn from experts without forcing them to jet across country to do so. Coincidentally, Anita Campbell was part of a great webinar yesterday afternoon put on by the Verizon Small Business Center that focused on how to use coupons and social media to build customer loyalty.

Search engine mobile marketing ‘makes websites more visible’

Brands have been advised to use search engines in their mobile marketing strategies in order to make their mobile websites easier for consumers to locate. Search engine optimisation of mobile websites has yet to fully catch on with businesses, according to industry analyst Nick Beck, who compared it to the early days of the internet in the 1990s. In a column for Net Imperative, he commented: “Brands are building mobile sites but not considering how people will find them.” As a result, Mr Beck suggested that firms which use search engine mobile marketing techniques on their mobile websites will be able to reap the rewards in terms of having highly-visible pages.

Google CEO keen to start fight against Apple

Google CEO Eric Schmidt has hit back at US regulators saying it should have its AdMob acquisition approved following Apple’s entry into the online advertising market with iAds. On Friday, Apple CEO Steve Jobs launched a new mobile advertising platform that will run on the iphone, iPod Touch and iPad from this summer. The platform, called iAds, will directly compete with Google.

M-retailing market worth US$4.1bn in 2009, with strong growth to come, predicts Juniper Research

The mobile retail market is currently worth US$4.1 billion and is dominated by mobile coupons, finds a new report by Juniper Research, but is set to grow by an astounding 24% a year on average to be worth more than US$12 billion by 2015. But even these suitably buoyant ‘analyst numbers’ might actually be conservative, we at M-Retailing.net believe, because Juniper is only looking at mobile coupons – total redemption value of mobile coupons; mobile smart posters – total fees resulting from smart poster product information downloads and sales; and mobile advertising – total ad spend upon mobile distribution channels. It hasn’t (yet) looked at the revenue that will be generated through using mobile for actual purchases.

Mobile Search Tactics to Boost Your ROI

Mobile search is unique – the sheer size alone of the keyboard on a mobile device results in queries shorter than their online counterparts It’s an industry predicted to reach $3.3 billion in revenue by the year 2013, the reason you chose the bed-and-breakfast over the boutique hotel when your original hotel lost your reservation, and top of mind for marketers looking to capitalize on the growing number of consumers using the mobile web to make decisions on how to spend their money and time. It’s mobile advertising, and its mere existence, along with that of PDAs and smart phones, is changing the way consumers make decisions. As marketers realize the value of mobile advertising to influence brand awareness, word-of-mouth, and offline consumer behavior, many allocate their first mobile spend to paid search, or “pay-per-click” advertising, largely due to its track record as an accountable, highly-targeted way to market online.

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According to Sarwoto Atmosutarno, Chairman at Cellular Phone Provider Association (ATSI), the emergence of mobile marketing, as one of the newest mobile features, was a consequence of the tight competition felt among the 11 cellular providers operating in the country.

During his talk at the 2010 annual Markplus Conference, he said that Indonesia has 178 million registered cellular users, which is a big market for marketers to look into. In some studies, it is predicted that the cellular phone industry in the country would grow by about 10-12% next year.

“The studies also show that, in Jakarta, the SIM card ownership rate is currently about 1.2, meaning that many Jakartans own more than one cellular phone,” Sarwoto added.

This exceptional market should convince marketers to shift their marketing methods to mobile marketing, Sarwoto said. On other hand, the Association of Indonesian Retailers (Aprindo) chairman, Roy N. Mandey, said that mobile marketing would also help the retail sector to increase its sales. Read more

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