Mobile Snippet: The Mobile Invasion Continues!

The mobile space has set the wheels in motion for its world domination…well, maybe not quite. But we’re getting there according to research firm Berg Insight, which reported this week that mobile is expected to grow from $3.4 billion in 2010 (at a compound annual growth rate of 37 percent) to $22.5 billion in 2016. Yikes! The report suggests that by 2016, mobile will account for 15.2 per cent of all global online advertising and marketing spending.

While mobile has been a bit of a nouveux trend until now, with some savvy and innovative agencies testing the waters, Berg Insight suggests that companies have begun changing their strategies to incorporate mobile into their annual ad plans as a key media component. Rickard Andersson, telecom analyst for Berg Insight, stated in the article from GIGAOM: “The popularity of smartphones and the increasing availability of mobile media that can include mobile advertising are the main game changers. Brands are now progressively embracing the mobile channel, including the entire range of apps from games and entertainment to utility applications.” He suspects that, while in-app ads have been the leaders in mobile marketing thus far, the advent of HTML5 brings traditional channels such as SMS as well as mobile web advertising, back on the table. He thinks that location-based advertising has the potential to unleash the full power of mobile advertising.

Location-based advertising is certainly having a hay-day in the world of mobile commerce, and should continue to be a driver of the mobile ad world. We second the emotion that it would be to a brand’s benefit to find new and innovative ways to employ mobile campaigns to enhance other advertising channels, and vice versa.

Plastic Mobile has teamed up with Rogers Sportsnet to develop a hard-hitting Hockeycentral application for the launch of RIM’s BlackBerry PlayBook.

“With playoff hockey in full swing, this app will become your immediate guide for all hockey news and analysis,” says Melody Adhami, President of Plastic Mobile. “Being hockey fans, we really enjoyed working with the team at Sportsnet and Mobile product development at Rogers Digital Media to build the application for the launch of this exciting new tablet.”

Whether you’re a hockey buff or just jumping on the Playoff bandwagon – the Hockeycentral App for the BlackBerry® PlayBook™ will be your mobile broadcast hub for all hockey highlights, scores, news, and analysis from top hockey insiders in the industry.  The app also includes breaking news on Twitter from the Rogers Hockeycentral panel as well as latest coverage and editorials. The app is available free in the BlackBerry App World on launch.

We are truly pleased with the outcome of the Hockeycentral App for the BlackBerry PlayBook and the immediate access to NHL news that we are providing hockey fans,” said Pary Bell, Vice President of Product, Rogers Digital Media. We are excited to release this dynamic and useful app just in time for the launch of the PlayBook and the Stanley Cup Playoffs.”

Avoid the penalty box and download the app here.

Tweet this release:
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@PlasticMobile
@RogersSportsnet

About Plastic Mobile

Plastic Mobile is an award-winning mobile marketing agency, working with some of North America’s best brands. Plastic Mobile expands their presence into the mobile space through innovative, cutting-edge strategies, user experiences and creative. They are known for many first-of-their-kind mobile initiatives, including launching the first video iPad app in Canada. Recognized for their exceptional client service, Plastic Mobile designs and delivers mobile applications and websites for all platforms, while achieving optimal results for their clients.

Founded in 2007, Plastic Mobile’s rapidly growing client list includes both Canadian and US companies, such as Rogers Communications, CBC, Unilever, Sportsnet, Liberty Science Center and Pizza Pizza. For more information on their services and client work, visit www.plasticmobile.com

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Media Contact for Plastic Mobile:

Leila Pejman
Leila@plasticmobile.com
604.644.8293

Remember January 2010 when people working at charities had a “holy Mobile!” moment? Remember the instant when nonprofit organizations realized that mobile giving is a game changer when the American Red Cross raised 7%(more than 32 million) of all funds benefiting the Haiti earthquake crisis via mobile? Many believe that mobile giving reached a tipping point with response to the Haiti crisis last year but we know that this year it’ll grow even more.

In the old days, everyone had a charity box at home but that’s been supplanted by online and mobile giving, available to donors at any time. The mobile giving market represents the next step in this evolution, and is growing exponentially. We believe there’s never been a better time to start a mobile initiative than right now. In fact many experts believe that mobile giving has the ability to match or even outperform online donations.

Giving on-the-go and cause marketing via mobile media is the next trend for nonprofits and charities, and you have the chance to take advantage of the emerging mobile medium before consumers start getting bombarded by text messages asking for donations. And it doesn’t stop with raising money; nonprofits are also using mobile to share their organizational messages, stimulate volunteerism, and increase engagement and interactivity.

Although raising money via mobile giving is the primary goal for nonprofit organizations, mobile is more than just a fundraising tool. Therefore, it’s important to view the mobile channel not only as a mechanism for donations but also realize the benefit from the fact that the mobile phone is the most personal device to launch creative campaigns on, that reach for the heart and the pocketbook.

There are endless opportunities in the mobile channel. Mobile technology dramatically changed how consumers interact with brands and brands that understand consumer mobile behaviour will ensure success as the channel evolves. Still not convinced that mobile is game changing for nonprofits? Then read this:

Why is mobile a big deal for charities and nonprofits?

• Obviously for donations it’s simple, quick and can generate substantial volumes
• It not only it makes it technologically easier for supporters to donate, but also make it possible for them to donate on the go to fit their busy lifestyles
• Mobile integrates well with other media, so it allows you to use the strengths of each
• Mobile has become the preferred way to access Internet
• Mobile is the most effective means for you to reach out to people
• Mobile marketing today is where email marketing was years ago
• Mobile is compatible with nonprofit’s characteristics such as urgency and intimacy
• Mobile allows for real-time broadcasts
• Social networks are largely accessed through mobile and they have moved from being a mere vehicle of personal interaction to become the most comprehensive means of dissemination of any good news or cause
• User experience in mobile is vastly improving everyday
• Charities will reach new groups of donors by having a mobile initiative
• Provides innovative ways to engage with the public and invite them to support your cause
• It helps charities to think about how they can use geo-location tools to show their impact and to engage volunteers and donors wherever they are
• Mobile phones are highly personal and this allows you to get personal and even stir up emotions

The bottom line is that entering the world of mobile marketing could open up many new fundraising opportunities for your nonprofit organization. So, before it gets too late in the game to be on the cutting edge, integrate mobile into your multichannel marketing activities and benefit from “ the channel du jour”. Interested yet? Need help from industry experts? Give us a shout and will help you with all your mobile related needs.

Attending this convention i hear echos of words here that I hear at all the conferences and conventions I’ve been both speaking at and attending this past year: Mobile, Mobile Mobile! So why the sudden frenzy? …one could say it’s because the fruit is ripe for the picking. Over the past couple days I have listened to many of the top retailers speak to in some cases verbatim what I have in a couple of my keynotes I’ve presented. IT excites me to see this convergence where brands, retailers and agencies share a very similar mindset, for this is the right fodder for the magic to happen. Over the next couple days I will be recapping some sessions and moments at the event, but to start I’ve jotted down a couple quotes that I found to be on point:

“Technology is secondary to the customer experience”
Phil Mckoy, Target

“Mobile is about communication – a means of making business better”
Andrew Koven, Steve Maden

“Mobile is not just a way to give out coupons…the differentiator for brands and retailers will be apps… mobile web will still need to be part of the mix similar to the dot com”
Pratik Pal, Tata Consultancy

“Coupons are a dangerous drug, they can erode your customer and your product”
Jamey Maki, Golfsmith

Although many companies believe mobile commerce is still blossoming, mobile users’ increased adaptation to smartphones should be an emergency awakening call for businesses. Retailers should start outlining the right strategy for themselves: view the mobile space as an opportunity to influence consumers’ buying decisions and learn how to take advantage of the opportunity.

That’s okay. We’ve put together a package that will help solve all your M-commerce needs!

Dear Retailers,

As your welcome package to the mobile tech world, we’ve summed up the 10 basic MUSTS you need to know before implementing M-commerce as your survival guide. We wish you good luck on your mobile journey & we are sure it’ll be an interesting, constantly evolving, and highly competitive one.

Your neighbourhood friendly mobile experts,                      

Plastic Mobile

Top 10 Musts:

1. Know who your consumers are, how you should reach them, and how, when & why they use their mobile devices.
2. Know what you want to achieve through mobile commerce. Have an objective – yes, we are aware of how simple that sounds, and yet how daunting the task really is.
3. Pay attention to security concerns. Consumers are still wary about purchasing online which makes them even more resistant to this medium. Instill confidence in your users by developing a secure application form a reliable source, like us. We’re okay with shameless self-promotion.
4. Allow for quick-fill capabilities during the checkout process to let users rapidly enter billing and shipping information.
5. Make sure your site is accessible via any mobile device, as some consumers may start with their mobile browsers, rather than an application.
6. Offer Mobile-based loyalty programs & rewards. Consumers like incentives, especially when you’re trying to get them to use a new platform.
7. Ensure that your mobile applications have the ability to keep up with the changing capabilities of each device. Keeping up to date is key in this space.
8. Provide a quick, seamless M-commerce experience. Shoppers expect the experience to be seamless and simple. If you create a good user experience, you’ll get repeat visits and sales.
9. Make sure the mobile commerce system configures well with the existing systems. learn the lessons of mobile commerce from others who did it right or wrong.
10. Have a clear understanding of differences between m-commerce and e-commerce. For more information go to our post on e-commerce VS. m-commerce.

Palm Pre has yet to release more information on their verison of the app store and the pricing model behind releasing Palm apps.

However, today they opened up to developers a preview of their Mojo SDK which can be accessed here. If you’ve got some time (approximately an hour) watch this O’Reilly Webcast with Mitch Allen, Palm’s Software CTO, about developing applications with their development kit. Also, they’ve got the first chapter of their webOS available for free. Enjoy.

Undoubtedly, the mobile space is drastically changing and particularly as a result of the changes that are occurring in the smartphone category.   With the release of the Apple iPhone and the growth of BlackBerry handsets, people are starting to browse more on their mobiles and data plans have shifted in Canada to allow for this.  Mobile company’s like us (Plastic The Mobile Agency) are really excited about this shift and see all the great possibilities that exist to expand and grow the mobile industry.  More and more we hear our competitors, clients  and industry experts speak about browser capabilities, applications and new technologies that are taking advantage of these better devices.

The technology and the possibilities excite our curiosities and stir our imagination but we also also have to consider the analytics.   How many people can be targeted?  What is the reach?  What is the engagement level? What is the ROI and what is the per user acquisition cost?  Unfortunately, we are at a time with little access to mobile analytics and looking at handset usage and penetration rates paints a gloomy story.  There are still millions of people who don’t use their phones to browse and even more people without smartphones so how can you really get maximum reach?  For this reason I still believe in the power of SMS and campaigns oriented around text-messaging.  In fact, SMS is superior to other modes of communication such as email or direct mail. There are many benefits to SMS campaigns and these can be used by brands to communicate with their audiences:

SMS allows you to:

• Reach a greater number of people as an overwhelming majority of mobile handsets are SMS enabled (95%+)
• Allows for better use of marketing spend. SMS is as very cost effective way to reach users and is far cheaper than traditional print advertising
• have effective campaigns since SMS campaigns are estimated to be 10x more effective than print advertising
• Track and evaluate your interaction with users whereas print advertising does not allow for responses.
• to targeted towards 13-35 age range.  It is estimated that about 1742 SMS messages are sent per month in the (13-17 age group) and 790 sent in the (17-24 age group). The third highest usage is  331 messages per month for the  (25-35 age group) according to Nielsen.

With a greater reach,  more user interaction, better response rates by your audience, better tracking and more cost effective, it sometimes blows our minds why some companies are not taking advantage of this great mode of communication.

Plastic Mobile Agency located in Toronto Ontario helps our clients evaluate their mobile needs and understand their targets.  We provide mobile strategies that are suited for our clients and suggest to them with the most effective use of their marketing budet.