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Fortune 50 Use of Mobile: If You’ve Got It, Flaunt It
is positioned to be the dominant channel for both internal and external corporate communications.
Fortune 50 Use of Mobile
of Fortune 50 companies have a mobile website or application…
of those with a mobile presence make it readily known on their websites
of the Fortune 50 have mobile-optimized websites
Costco’s mobile website enables simplified browsing which is conducive to a mobile-sized screen. Users can make purchases, initiate and renew memberships and sign up for text message alerts on the mobile website.
State Farm’s allows consumers to get insurance quotes, report accidents and locate repair facilities easily from it’s mobile-optimized home page.
B2B-oriented organizations can also benefit from maintaining mobile-optimized websites. Dow Chemical’s mobile website is targeted specifically to investor relations, with information and options that are relevant to on-the-go shareholders.
Fortune 50 Companies with Mobile Applications
of Fortune 50 corporations have mobile applications
While the Android’s market share is quickly catching up to that of the iPhone and Blackberry, companies are still focused on building apps for the iPhone.
*83% of iPhone apps are also iPad compatible
I’m catching you! iPhone RIM Blackberry
Microsoft Windows Mobile
Market Share Q3 2010
*Market share increase, Q3 2009 v. Q3 2010, Nielsen
Transactions, Not Just Information
of companies’ mobile websites/apps allow for transactions/interaction with stakeholders.
Walgreens allows customers to refill prescriptions by scanning the barcode with their smartphones. Home Depot enables shopping via mobile.
Bank of America lets customers transfer funds and pay bills with their smartphones.
SMS/Text Message Marketing
of adults use SMS/text messaging
of Fortune 50 companies use SMS/text messaging
Walmart sends alerts about promotions and notifications about photo/prescription pick-up
Target sends text alerts that include bar codes for redeeming promotions.
Johnson & Johnson’s text4baby provides timely updates to promote moms’ and babies’ health
Take a Picture: QR Codes
of Fortune 50 companies are using QR codes*
To use a QR code, download a QR code reader to your smartphone and scan the two-dimensional image below. This QR code will take you to the Burson-Marsteller Blog.
Verizon used QR codes to promote applications using the DROID.
*QR codes are two-dimensional barcodes that are encrypted with information. Consumers scan the codes with mobile phones and in return receive any information ranging from photos to product data.
Fortune 50 companies that use QR codes often include them in ads to deliver additional content to a stakeholder’s smartphone.
Dip Your Toe in the Mobile Waters by Developing a Mobile-Optimized Website:
Our State of Mobile Communications research showed that one-half of U.S. adults will have a smartphone by 2011. Businesses that are not interacting with stakeholders via mobile are missing a huge opportunity to connect.
The Burson-Marsteller & Proof research teams looked at the Fortune 50 corporations’ use of mobile tools and communications, including optimized mobile website presence and application deployment on the Android, BlackBerry, iPhone and iPad. The team also examined the companies’ communication of mobile activities and SMS programs, as well as the companies’ use of QR codes. Data was collected between October 25 and November 5, 2010.
Other Burson-Marsteller/Proof Digital Research:
• The State of Mobile Communications
• Fortune Global 100 Social Media Study
• Asia Pacific Social Media Check-up • Latin America Social Media Check-up • U.S. Advocacy Groups' Use of Twitter Bill Kemp
U.S. Digital Chair 212.614.4909 email@example.com
Do More Than Push Out Your Same, Tired Content:
Mobile includes voice, images and video – not just words. Deliver location-based content and enable transactions that are unique to mobile. Take advantage of the fact that you can reach stakeholders anytime and anywhere.
If You’ve Got It, Flaunt It:
Once you have a mobile presence, let everyone know. Advertise it on your homepage and tell stakeholders via email. Anywhere you mention your social media presence, make sure your mobile offerings are mentioned also.
Managing Director, Emerging Media 212.614.4984 firstname.lastname@example.org
Managing Director, Digital Media 212.614.5093 email@example.com
Manager, Digital Media 212.614.4119 firstname.lastname@example.org