Welcome to Scribd. Sign in or start your free trial to enjoy unlimited e-books, audiobooks & documents.Find out more
Download
Standard view
Full view
of .
Look up keyword
Like this
59Activity
0 of .
Results for:
No results containing your search query
P. 1
Mobile Marketer Outlook 2010

Mobile Marketer Outlook 2010

Ratings: (0)|Views: 415|Likes:
Published by kingkongs99

More info:

Published by: kingkongs99 on Mar 23, 2010
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less

10/06/2010

pdf

text

original

 
Mobile Marketer
THE NEWS LEADER IN MOBILE MARKETING, MEDIA AND COMMERCE
TM
A CLASSIC GUIDE$395
MobileOutlook2010
 
PAGE 2
Mobile Marketer
MOBILE OUTLOOK 2010
4
by Chris Harnick
by Giselle Tsirulnik
by Chris Harnick
by Giselle Tsirulnik
PAGEPAGE
CONTENTS
 
T
he outlook for mobile marketing, media and commerce in 2010is just like this edition’s cover: peachy.As Mobile Marketer editors and reporters Giselle Tsirulnik, DanButcher and Chris Harnick explain in their succinct analysis of mobile marketing, brands and agencies are now completely alertto the potential of the medium to influence branding and cus-tomer acquisition and retention.Mobile Marketer’s Mobile Outlook 2010 is designed to supplybrands, agencies, publishers, retailers and mobile marketing firmswith the necessary intelligence to make smart decisions to includemobile into the multichannel marketing and retailing mix.It is quite clear from recent market activity – Google buying AdMoband Apple absorbing Quattro Wireless, Apple iPad and Google NexusOne launches, eBay’s record $500 million in mobile commerce lastyear – that mobile is no longer considered a niche medium.Buoyed by results of mobile campaigns initiated last year, manybrands are expected to ramp up their spending from six figures toseven. Richard Ting, mobile chief at No. 1 interactive agency R/GA,projects that mobile budgets will grow this year between 100 per-cent and 150 percent.
On a tear …
Of course, with growth comes upheaval and a change in statusquo. So expect some mobile sectors such as ad networks to un-dergo more consolidation.Wireless carriers will face even more pressure with the increasedconsumption of mobile Web. The jury is still out whether con-sumers will pay for mobile news content, while not hesitating tofork out 99 cents for a song or application.Phones from all sorts of manufacturers, new and old, will domi-nate headlines. So will new mobile devices such as the Apple iPadand others of its ilk.The big story this year will be the growing consumer acceptanceof mobile commerce. Better phones, easily navigable mobile siteswith transaction capabilities, more confidence in mobile paymentsecurity and hyperbolic press will simply boost the prospects formobile shopping and buying.Retailers and marketers will discover fresh uses of SMS, mobilesites, applications and mobile coupons to drive traffic in-store.Opted-in SMS databases will continue to build.Overseas, mobile marketing is at various stages of development,as Draftfcb’s excellent international roundup shows. That chapteris a must-read.
… but tears as well
With all the hype and exuberance, expect some pinpricks.Concerns over privacy and targeting will be further heightened.Carriers will need more pushing to accelerate the common shortcode provisioning process. Carrier networks will strain to bear datatraffic that is growing almost in line with Moore’s Law.Also, Apple, Amazon, Google, Microsoft, Nokia, Dell and othermanufacturers and software companies will vie to promote theirown walled-garden mobile devices. So standards for mobile con-tent and commerce will rend apart.And let’s not forget the maze of lawsuits that these same manu-facturers are lobbing at each other, crying foul over copyright law.Expect more legal wrangling.In other words, mobile is beginning to look just like a regular mar-keting medium.We hope you enjoy this read, and are emboldened to take the nextstep in mobile marketing.Many thanks to our editorial staff, Mobile Outlook 2010 colum-nists and ad sales director Jodie Solomon, as well as art directorRob DiGioia, who worked on this edition and, as usual, summedthis effort best: “It’s not Outlook – it’s look out!”
Mickey Alam KhanEditor in Chiefmickey@mobilemarketer.comGiselle TsirulnikSenior Editorgiselle@mobilemarketer.comDan ButcherStaff Reporterdan@mobilemarketer.comChris HarnickEditorial Assistantchris@mobilemarketer.com
Mobile Marketer covers news and analysis of mobile marketing, media and commerce. The Napean franchise comprises Mobile Marketer, MobileMarketer.com, the MobileMarketer Daily newsletter, MobileMarketingDaily.com, MobileCommerceDaily.com, MCommerceDaily.com, the Mobile Commerce Daily newsletter, MobileNewsLeader.com,Classic Guides, webinars, events and awards.
©
2010 Napean LLC. All rights reserved. No part of this publication may be reproduced without permission. February 4, 2010
Jordan CrookEditorial Assistant jordan@mobilemarketer.comJodie SolomonDirector, Ad Salesads@mobilemarketer.com401 Broadway, Suite 1408New York, NY 10013Tel: 212-334-6305Fax:212-334-6339Email:news@mobilemarketer.comWeb site:www.MobileMarketer.comFor newsletter subscriptions:http://www.mobilemarketer.com/ newsletter.phpFor advertising:http://www.mobilemarketer.com/ cms/general/1.htmlFor reprints:reprints@mobilemarketer.com
 
Rob DiGioiaDirector, EditorialDevelopmentrob@mobilemarketer.com
PAGE 3
Mobile Marketer
MOBILE OUTLOOK 2010
EDITOR’S NOTE
Mobile marketing gains stature
By Mickey Alam Khan

Activity (59)

You've already reviewed this. Edit your review.
1 thousand reads
1 hundred reads
Ravi Kiran liked this
Upinder Singh liked this
Upinder Singh liked this
Bill Currie liked this
cchowhy liked this
marlin350FM liked this
Jonathan Roth liked this

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->