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!”
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2010 Napean LLC. All rights reserved. No part of this publication may be reproduced without permission. February 4, 2010