- ubiquitous and powerful mobile devices can help brands make b2u a reality.
Mobility is the next big frontier in digital branding. It offers immense possibilities in making B2U a reality, because of the uniquely personal and immediate nature of the platform.
>powerful and ubiquitous devices.
Mobile phones are easy to use and have an enormous user base, with over 2 billion devices in use worldwide.
They are well established as personalised communications and simple networking devices, using tools such a SMS and MMS.
Currently, there is an ongoing software and hardware convergence between these devices and PCs, the result of which is a new generation of smartphones. “Current smartphones, like the iphone, are not really phones: they are actually little laptops and time shifting devices”, says product design expert George Arriola, who has developed devices and services for several major technology companies.
This change is creating mobiles that are incredibly powerful personal communications and media tools. They combine both user identity and a critical networking role, both in business and private settings.
growing use of mobile media.
Already, mobile devices are the preferred platform for communication. OECD statistics show that the Nordic mobile phone ownership is at world-leading levels, with subscription rates in excess of one per inhabitant. Like the rest of the world, Nordic users are increasingly expanding their use of both smartphones and wireless networks that operate at speeds rivalling those of fixed broadband internet connections.
As technology develops, newer, more user-friendly interfaces for mobile devices will emerge, including headmounted displays, augmented reality displays, sensor and haptic technologies. These improvements in ease of use will fuel a surge in user demand for mobile networking, information and entertainment services – and create huge possibilities for brand owners to reach these people. A study from research firm eMarketer underlines this, estimating that between
2006 and 2011, worldwide mobile advertising spending will increase by a factor of ten.
personalised branding possibilities.
The possibilities for mobile branding are virtually limitless. Mobile devices have smaller screens that are not as overloaded with options for distraction as mainstream computers. And mobile software has arguably not kept pace with the possibilities of the hardware. Consequently, there is room open for brands to gain attention and “own” the mobile space, by creating software, games or other tools that are useful and fun for users.
The GPS and geo-location features now common on mobile phones can be used to “tag” people to a specific location at a specific time, with the permission of the user. This creates even more possibilities for developing messaging and value that is relevant to the user’s context.
Furthermore, mobile devices lend themselves to viral marketing campaigns, because people have been conditioned to utilizing phones for social networking, like sending SMS and MMS messages to friends.
Successful mobile branding concepts build on these elements. For example, phone-readable 2-dimensional barcodes, called QR codes, have already been utilised extensively in Japan. With QR codes placed in magazines, on billboards, or even on the back of a piece of clothing, people can scan the code with their phone camera, connect to a website where they can buy the item immediately or learn more about it. This type of concept could also be used to generate leads for business-to-business sales, or enhance brand presence in employee recruiting.
open field.
The race is on. Google, for example, has invested significantly in order to create an open-source operating system for mobile devices, called Android. Efforts such as this have set the table for brand owners
and developers to create the content that will push mobile devices into the forefront in web access and media consumption.
However, in the big picture, mobility remains largely untapped as a personalised branding opportunity.
Brand owners have a lot to gain by seizing the initiative.
