We're Going Mobile

This past week I attended Corp! Magazine’s 2012 Science & Technology awards breakfast where a client was being recognized among the area’s finest in their field.  The keynote speaker was Linda Daichendt, president of the Mobile Technology Association of Michigan (MTAM), who presented some compelling facts and figures on mobile technology today and where it is going tomorrow.

Of course, the breadth, scope and options in the world of mobile technology and marketing options are expanding daily – from mobile websites to applications to SMS (Short Message Service), the fastest growing platform, which delivers marketing messages to mobile devices, including smart phones, tablets and car electronics.  SMS, in fact, is the fastest area of growth within the industry with an ROI of 7.2% compared to just 1.2% for direct email.

And the opportunities for delivering messages via such technology in the future are staggering.  According to sources quoted by MTAM:

  • Mobile device subscriptions are expected to hit 7.1 billion with 10-20 billion units sold by 2020
  • 44 billion mobile applications will be downloaded within the next five years
  • Total app revenue will soar to $30 billion by 2013 with over 21 billion downloads.

Build it and they will come? Not exactly. Consider these stats:

  • 1 in 4 downloaded apps is never used again
  • There are currently over 950,000 apps available on the mobile app stores
  • On average, U.S. feature phone users, on average have 10 apps, U.S. smartphone users: 22

It’s a lesson that underscores the fact that while the delivery platforms are sure to change and evolve, first and foremost we must develop and hone messages that will resonate, compel to action and achieve business objectives while standing out from competitors.  At the same time, it is imperative to know your audiences and the best mediums for reaching them. Then, you can create the “bells and whistles” to connect and build from.