Your Audience Is Now Mobile: How Will You Deliver?

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This case study looks into the considerations enterprises should be aware of when entering the mobile space.


  • 1. POINTABOUT CASE STUDY:Your Audience is Now Mobile:HOW WILL YOU DELIVER?Mobile is revolutionizing brand engagementacross the world are beginning to budgetand changing the way we think about for mobile and incorporate it into theiradvertising. The mobile industry has seen marketing mix. But before you rushremarkable growth, and mobile brandinginto the mobile landscape, familiarizeis rapidly on its way to becoming essential yourself with the environment, devise afor the average business. Businessesplan, and hire yourself an expert guide.THE MOBILE PYRAMIDTypically a company shouldSMS tends to be strongestfocus on the pyramid from for call to action typeWhen a company refersthe bottom up, as the campaigns. For example-to mobile its typicallybottom portions have theusers are sent a textmistakenly using the termlargest distribution, and message to donate fundsto cover one or moretherefore the largest impactto a charity, to all gather atof three distinct areas,on your customer base.a certain place at a certaineach of which must betime, or to disseminate veryaddressed separately.SMS functionality is severely limited bits of news (usuallyThe graphic below showslimited and therefore may up to 160 characters maxthemobilepyramidnot be appropriate forlength on most systems,as PointAbout sees it.some businesses needs.andeven less 70CONTACT POINTABOUT AT 202.391.0347 OR INFO@POINTABOUT.COM

2. YOUR AUDIENCE IS NOW MOBILE: HOW WILL YOU DELIVER? 2characters in some other allow your content to render growing trend in the worldlanguages such as Chinese).to best suit each phone. of mobile. Apple saw 3billiondownloadsfrom It all comes down to yourthe App Store in a span MOBILE WEBmobile initiatives; are youof only 18 months3, andIf a business determines thatcontent with one mobilethousands of new appsSMS does not fit the needs ofwebsite version of yourare being added everyits mobile initiative, it should content, or do you want to month to the unregulatedstart with mobile web, which deliver a more rich mobile Android marketplace.also has broad, although experience of your productinconsistent,distribution. that will render differently Before you dive headfirst for each device? If it isinto the app-hype, there areThe benefit of taking this the latter, PointAbout can many factors to consider.path to mobile is that integrate phone browserMobile app developmentyourbrandwillreach detection intro your final is not a one-size-fits-allbothsmartphone and product, utilizing companies project.Differentcodefeaturephone users,such as Mobiletech (formust be generated for eachgiving your business widemoreinformationonplatform, essentially makingdistribution. According to Mobiletech solutions visit builds for multiple platformsCBS News, there were 600 http://www.mobiletech. separate projects that mustmillion mobile broadband mobi/our-offering/). each start from square one.subscriptionsworldwideSo the question becomes-by the end of 2009.1 With which platform will best123 million 3G users inMOBIE APPLICATIONS reach your target audience?the United States2 mobileMobile apps are typicallyweb offers great reach used to drive deep, rich iPhone/iPod Touch toavastpopulation. customer interaction and Both the iPhone and iPod experiences withintheTouch run on Objective C,If mobile web is the brand. Distribution in so applications built fordirection best suited formobile apps is limited but the iOS platform will runyourbusinessstrategy,growing. Smartphones are effectively on both devices.ultimately the question youthe fastest growing segmentApple is expecting to havemust ask here is: Whatof mobile and in some casessold 36 million iPhones intype of experience do we (especially internationally) 20104, and iPhone userswant to deliver to our targetare replacing computerstend to buy more apps thanaudience? Despite broad for some users entirely. those on Android and otherdistribution, mobile webplatforms.5 These statisticsis a fragmented approach Mobile apps enable yourmakedevelopingappsas on screen experienceaudience to engage directlyfor the iPhone appealingvaries drastically on each with your brand and bringtomost businesses.device.Unlikedesktop your advertising efforts to aHowever, dont neglect thebrowsers, mobile phone new level through features age demographic of yourweb browsers do not have likein-app purchasing. target audience is anothera standard, which will not Mobile apps are a fast-consideration;iPhone CONTACT POINTABOUT AT 202.391.0347 OR INFO@POINTABOUT.COM 3. YOUR AUDIENCE IS NOW MOBILE: HOW WILL YOU DELIVER?3users over age 55 nearly iPhone and earn more thanyour strategy and defineequal users age 13-24 in $100,000 annual income.9 your requirements. Considernumbers,8 where Android the Mobile Pyramid, andusers are typically younger.RIM/MicrosoftPointAbout will help you Other mobile platforms todevelop a strategy forAndroid consider include Blackberryeach part,addressingSmartphones running on and Windows Mobile. Whileyour requirements suchas: what you want theAndroid OS are rapidly Blackberryaccounts forapp to do, which phonesgaining marketsharemore smartphone users thanyou want it to run on, andincreasingfrom 1.6%any other device, their Appother specifications in ato 9.6% over one year.6World contains only 1/10th requirements documentGoogles plans for web-the number of apps asthat PointAbout will helpbased apps on Chrome haveApple. And while Microsoft you create. Once you havethe potential to challenge has been very silent ina considered your strategyApples dominance in the app space, they areand business requirements,theappmarketandbeginning to re-prioritize PointAbout will quote an appmany are predicting just for apps and may be thebased on your specifications.that. Currently apps for lurking giant with the Mobile is changing the facethe iPhone have greaterrelease of Windows phone 7.of business, enabling youdistribution, but Android to engage your audience inis growing rapidly and maynew and revolutionary ways.change that very soon. MOBILIZE Let PointAbout guide you. PointAbout specializes iniPad strategy, addressing howThe iPad is a new technology to leverage mobile in yourplatform, and although itsorganization, as well asan extension of the well-development in the appknown iPhone SDK, building and mobile web pieces ofsoftware for the iPad is the mobile pyramid. Fordesign-heavy and carries SMS needs, PointAbout canits own inherent challenges. make referrals to trustedThe iPads reach is notvendors. Our expertisenearly that of the iPhone, and commitment to yourPete Johnson, VP Professional Serviceshowever the device has beenmobile initiatives set us301.602.1210experiencing great success apart, and can save youpete.johnson@pointabout.comand is expected to continuefrom costly mistakesto see rapid growth. The throughout the development Our previous work includesiPad took only 28 days toprocess.PointAbout has apps for companies suchsell a million units, half relationships within the as Newsweek,,the amount of time as themobile industry, including and Disney. Someoforiginal iPhone.7 However, analytics providers, which are featured below.the demographic is moreadvertising networks, andTo see our capabilitieslimited as more than 40% ofnotificationproviders. deck visit https://dl-web.iPad users already have an Ready to mobilize? POINTABOUT AT 202.391.0347 OR INFO@POINTABOUT.COM 4. YOUR AUDIENCE IS NOW MOBILE: HOW WILL YOU DELIVER?4Featured in Super Bowl XILV AppiPhone & Android2009 Webby Winner:DC Inauguration AppiPhone & BlackberryCONTACT POINTABOUT AT 202.391.0347 OR INFO@POINTABOUT.COM 5. YOUR AUDIENCE IS NOW MOBILE: HOW WILL YOU DELIVER?5Newsweek AppiPhoneWashington Post AppiPhoneCONTACT POINTABOUT AT 202.391.0347 OR INFO@POINTABOUT.COM 6. YOUR AUDIENCE IS NOW MOBILE: HOW WILL YOU DELIVER? 6TAKE THE BUDGET?SMALL NEXT STEPSee how Cambridge usedIf your business hasntAppMakr to create an iPhoneset aside a budget for App for Clare College:mobile, or if you arentsure youre ready for acustomdevelopmentproject, consider using ourAppMakr service. AppMakruses RSS feeds from yourwebsite or blog to createan iPhone application, andcan incorporate featuressuch as push notifications,photo galleries, and GeoRSS.doPointAboutssomethingAppMakrservice has allowed us toamazing:Leverage RSS content we on the go using the RSS feeds were already publishing to the web. Its a win-win. No extra work was required on we cant thank them enough. The level of customer service is exemplary, the speed of response / deliverywere already publishing, and our part, because AppMakr and attention to detail areturn it into a great iPhonehandled the entire appfaultless they are a totalapplication.This means creation and submission pleasure to work with and wewe can get our content intoprocess. The service they look forward to doing so inpeoples hands when theyreprovide is gold standard andthe future.CONTACT POINTABOUT AT 202.391.0347 OR INFO@POINTABOUT.COM


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