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    Mobile Marketing

    Thinking Apps.

    By
    Steve Poppe
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    0

    Slide 4 in Mary Meekers’s Morgan Stanley presentation entitled “Internet Trends 2010” shows the pace of mobile internet adoption.  It compares iPhone/iTouch to that of  AOL’s desktop, Netscape desktop and NTT docomo iMode; laying out growth by users, by quarter from launch.

    iPhone’s Internet access tipped 86 million users in its 11th quarter – less than 3 years.  Let’s just say the others never came close to coming close. (Check out the chart on slide 4.) Smartphone growth is hockey sticking. Motorola is starting to get it. HP bought Palm and should buy some corporate share.  Blackberry is too big and too rich to fail, even though they’re getting a little paunchy around the middle. And we haven’t even started to talk about the software guys Google (after its trivestiture), Microsoft (drawing a blank) and carrier switch provider Alcatel-Lucent.

    Ladies and germs, smartphones are the future of computing, commerce and community. They will dock next to monitors and keyboards, but they are the device.  Think about the iPhone4’s new videoconference app. Wait for fingerprint apps, and galvanic skin response apps, sobriety apps….   Cool times, these.  Marketers, put on your thinking apps (I mean caps), innovation awaits! Peace!

    Google and Mobile Apps

    By
    Steve Poppe
    -
    0

    Google’s brand strategy used to be “organizing the world’s information” or putting the “world’s information one click away.”  Larry Page, seeing that his market share slipped 1.2% last year has decided to change that. He’s renamed the search division the knowledge division.  This, ironically, is the Microsoft Bing strategy – so eloquently presented in the “information overload” campaign developed by JWT a couple of years ago.  The difference between “information” and “knowledge” being that the latter takes you closer to a decision — closer to a sale.  This is a mistake.  The strategy did not move the market significantly for Bing and won’t for Google.  Google needs to stick to owning search and leave our brains to us.

    cave art

    What has disrupted search on the web is the smart phone. (See cover story in the NYT today for excellent piece on this.) Mobile phones are not built for full screen search, so app developers and VCs have set their sights on specialized, robust search and retrieve mobile experiences that remove the chaff and get us to information right away.  These apps, by specializing and using geo-location, trump Google and search on mobiles. They are hot — but proper monetization still isn’t happening. Ads on mobiles are still cave art.

    Let’s solve the mobile ad thing by 2015.  Any ideas?   Peace.

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