Marketing ti presento il Mobile? Gennaio 2010 - Prima Comunicazione

Appendice.Mobile Marketing in InternationalPerspective: The View From the MobileMarketing AssociationBy Peter A. Johnson, PhD, and Tatyana YemetsMobile Marketing Association (MMA)As the sole world-wide organization representing marketing via wirelessly networkedhandsets, regardless of the specific technologies involved, the MMA believes it is in aunique position to chart the course of what is increasingly acknowledged to be the mostimportant new marketing channel of the 21st century. Its impact, long promised is visibleright now, in 2010, in many markets around the globe.What makes 2010 the year of mobile’s arrival as an established marketing channel?Certainly there are the well known trends in adoption and increased technologicaleffectiveness that make mobile attractive to the marketing community. First and foremost,there is the allure of global reach. With approximately 4 billion mobile subscribersworld wide (estimates vary, and there is no definitive metric yet for unique users, owingto the increased numbers of customers with multiple devices and connections), theopportunity offered by mobile to establish a “digital connection” with a majority of theworld’s consuming public has now been firmly secured.In many economically developed countries of Europe, North America, and East Asia,mobile connectivity exceeds 100% of the adult population. These figures represent animpressive penetration into the richest markets most strongly desired by many marketers.In these regions, mobile is a powerful and versatile complement to existing media, oftencalled the “third screen” in a trio involving the TV and the personal computer. In othereconomically emergent regions, mobile is more likely to represent an alternative to theseelectronic media – especially the Internet.For example, in India, some 40 million consumers access the Internet via fixed line PCs orother traditional computers. This contrasts with the estimated 400 million Indians whopossess a mobile phone. Mobile in other words is allowing countries like India to “leapfrog”the fixed line stage of PC-based Internet development. For marketers, this meansdigital connections to customers in what may soon be the world’s largest market must be“mobilized” – beginning now, in 2010. Given that India’s economic growth rate is twoto three times higher that of the industrial West, the implications of a fully mobilizedeconomy of this scale means marketers must re-think what “digital” marketing alreadylooks like. Similar ratios and similar tales can be found in other large countries such asChina, the Philippines, Indonesia, Nigeria, Brazil, Russia, and many others. That is whyGartner is predicting that by 2013, more people around the world will access the Internetvia mobile phones than via PCs.Smartphones and the Mobile InternetA shift in the balance of power in the mobile ecosystem is underway. Contrary to direpredictions at the beginning of the year, the handset market did not crater, according toresearch firm Gartner. The firm said the global market for cell phones declined only 0.7Il Rapporto con i risultati completi della Ricerca è scaricabile da www.osservatori.netMarketing ti presento il Mobile?Copyright © Politecnico di Milano – Dipartimento di Ingegneria Gestionale47