020 8123 6068
Liberty, Lahore

Making mobile work for you


 
There is, as always, a lot happening in the Mobile world.
 
The market is changing rapidly and is unpredictable - 12 months ago expectations were high for the launch of Nokia’s Ovi store…
 
This update guides you through some key areas.
 
It should help to show you how Mobile can be integrated into your business  and/or media plans.
 
We can provide the development solutions, and the answers to any questions.
 
Mobile is all devices, not just smartphones.
 
 
SMS  
 
The best way to reach 100% of your target market is with SMS - A near 100% open rate, and compatibility across all networks and handsets, but its not very sexy.
 
SMS alternatives
 
Websites
  • Mobile optimised websites will be a better entry point than apps as they service more users and can supply information on your (mobile) userbase.
 
Apps
  • Think of Apps as other digital assets with a distinct purpose, to engage or drive traffic to a specific destination  (like microsites).
  • Apps exist because poor internet connectivity hinders the mobile browser experience (3G is still not very good).
  • Apps allow more of the information the user wants to ‘play’ with to be held on the device so less data  to be transferred over mobile internet – giving a nicer user experience.
  • Check your target demographic to see what handsets they are using and how many of them you’re going to reach.
  • Apps are not just for phones - iPad also takes apps, but does not make phone calls.
  • You will start to see more Apps on TVs and as more and more devices incorporate a LCD display there will be room for innovative Apps on them.
 
So, what makes a great App?
  • Utilises the phone’s features - GPS, Camera, Compass, Microphone, speaker, accelerometer - and offer a cleaner, nicer interface than a mobile browser.
  • Single function expertise  - Apple likes apps that perform one function well. eg. Sky+ app
 
See our Top of the Apps listing
 
And now for the technical bit - Convergence
 
Convergence enables Apps to be integrated across different operating systems.
 
A few companies are already opening up the creation of Apps through development environments  which enable coding using standard web techniques (HTML, CSS, Javascript).
 
The Apps are then submitted to a compiler that will kick out Apps for multiple Operating Systems.
 
This should open up the market somewhat.
 
Taking Apps even further …
 
Apps are a growth area – they’ve been around for a long time on all computer devices you have ever used,  but known simply as computer programmes. 
 
The wonderful marketing machine of Apple has allowed a new market to grow whereby people are happy to buy these small pieces of software for small amounts of money by rebranding them as Apps. 
 
Once you understand that Apps are discreet software programmes you realise that the sky’s the limit with what they can do and what devices they can be put on.
 
For a more top level view on the app market from the economist last month see the image below
 
 
Useful links
 
This link guides you through some of the current thinking to help with putting “mobile” into a brief. “Starbucks App” 
 
GetJar is a good site to keep up to speed with the UK market makeup of handsets
 

 
 
 

2nd August 2010

Posted by Zoe