Remember netbooks? Exactly. Two years ago netbooks could do no wrong. They were the future, a way to get work done on the go on a laptop the size of a paperback book. In the end, manufacturers saw them as a great way to squeeze profit out of a moribund product line. Sadly, I fear that’s where we’re headed in the tablet market.
For a long time it was a few horse race. Motorola, Apple, and Samsung were pumping out top-of-the-line tablets and selling them at a premium, because that’s what the market could support. However, with the launch of the $199 Kindle Fire, and more recently the Nexus 7, the floodgates will soon open, driving down prices, quality, and value.
Here’s the pattern: a product group becomes popular. Major players make comparatively expensive products with good QA and designs. Early adopters gobble them up, then there’s a brief period of popular adoption. Then everyone who was going to buy a tablet has a tablet. Positions are taken regarding the various advantages of each type. Flame wars are fought….Then people stop caring.
People probably realize that if they’re online or use a mobile device, they’re being tracked. But what most people probably don’t realize is just how much data is being collected about them for the purpose of targeting ads at them. At some point users will rise up and defend themselves. At that point, what will advertisers do, when they no longer have the data for targeting or are no longer allowed to use the data they already have in such loose and unrestricted ways? Let’s investigate.
Back in the day, there was a big dispute between Apple and Adobe about bundling Flash with iOS. Apple believed that Adobe’s Flash was nothing but faulty software. The company was ultimately able to convince developers that the emerging HTML5 technology supported by iOS was as capable as Flash, but that it didn’t have the flaws that Flash did, making it the obvious top choice.
Now, that very same technology that Apple condemned seems to be replacing its App Store. HTML5-based mobile web applications have been catching on with developers fast, as their advantages are clearly outweighing the benefits of the native app. The move toward development with emerging markup language has accelerated so fast that it has been predicted to overrun the native app within two years. Development on HTML5 is very popular, but it does have its challenges. Perhaps its biggest challenge is to deliver, and eventually exceed, the user experience of heavily animated or specialized native apps.
BYOD is often assumed to offer cost savings to organizations that implement it. After all, conventional wisdom suggests, you’re not paying for smartphones, tablets, and other devices. In most organizations, however, that’s not how things work out. BYOD often ends up increasing costs rather than cutting them.
There are a number of different factors that drive up the cost and some of them are very obvious and easy to spot. The cost of licensing and setting up mobile management tools is pretty obvious. Added calls to the helpdesk involving a wide swath of mobile technologies isn’t quite so obvious. Monitoring and managing network devices for BYOD related issues like security and network load may not even occur to some executives as a cost issue worthy of concern.
As the mobile Internet continues to grow exponentially, marketers are confronted with an important technical question: Should you use responsive Web design or multiple URLs to reflect your Internet presence? It depends, said Derek Edmond, managing partner of KoMarketing Associates. Responsive Web design is a Web development method that allows website displays to automatically scale up or down in size, depending on the dimensions of the screen being used by the reader. It was developed for mobile platforms, which have much smaller screens than standard desktop computers and don’t display standard, fixed, 960-pixel websites very well.
Steve Jobs never had much tolerance for employees who leaked the company’s plans, but on one occasion, it was actually Jobs who came close to blowing the lid off a product, according to a former employee we spoke with. Shortly before Jobs and Apple unveiled the original iPhone at MacWorld in 2007, a group of engineers from the iPhone team went to Jobs’ home to debug a problem with the phone’s WiFi.
At one point while the team was working, a FedEx employee buzzed outside the house to deliver a package to Jobs. ”Steve goes out to meet him because he has to sign for this package, but he’s got the iPhone in one of his hands,” said a former Apple employee was with the iPhone team at the time. “Steve just walks out casually, [hides] the phone behind his back, signs the package, and the FedEx dude marches off.”
If you believe experts like Mary Meeker, mobile advertising is getting hotter every day, but a true revolution is still a ways off. The dollars spent on mobile marketing do not come close to lining up with the amount of time we spend with our devices, and “traditional” media like print and broadcast still attract the lion’s share of spending. In other words, we’ve had our mobile advertising “big bang,” but we haven’t yet fully adapted to life in our brand-new universe.
Mobile media has become a critical part of the digital marketing landscape. This isn’t to say that it hasn’t been valuable up until this point – many media buyers will be quick to tell you they’ve had great success with mobile for years. Not until this year, however, does it feel as though mobile is something businesses can no longer afford to overlook.
Why now? In short, we’re running out of time. As with every new media channel mastering mobile isn’t without its share of challenges, but unlike other mediums, mobile doesn’t afford us the luxury of time to figure things out. Earlier this year location software company Yext released an infographic that went a long way toward describing the urgency marketers should be feeling.
• It took 38 years for radio to reach an audience of 50 million consumers, 13 years for television, four years for the Internet, and just two years for the Apple iPhone.
• There are now 5 billion mobile users worldwide – five times more than PC-based Internet users.
• As of last year consumers spend more time interacting with mobile apps than they do on the web, and the average consumer carries a smartphone 23 hours per day.
• Mobile advertising is expected to hit $3 billion by the end of this year.
I can almost guarantee, depending on sector and other broadcast factors, that right now anywhere between 10% and 30% of email subscribers are opening their messages on mobile devices such as iPhones, iPads and Androids.
This stat alone should prompt marketers into thinking about making sure their emails are displaying correctly and effectively on smaller screen sizes. Fortunately, this is where mobileoptimisation and responsive design come in. First, here are some relevant stats to take into account: