A recent BusinessWeek article covered the bullish predictions about the mobile Internet by Mary Meeker, a Morgan Stanley analyst well known for her keen insight and predictions on the tech sector.
As a mobile technology executive, it is exciting to hear her state that mobile Internet usage is "bigger and will be bigger than most think." Her words lend credence and credibility to what the mobile industry has been touting for a few years now. As she presented in her report on Internet trends and the economy at the Web 2.0 Summit in San Francisco, the overall tech industry is in recovery (phew!), and the mobile Web is the "next major computing cycle." She based some of her findings on the "explosive Apple (NSDQ: AAPL) iPhone / iTouch ramp." Mobile Internet usage, as she predicts, will "surprise to upside for years to come."
Great news for the carriers, handset developers and mobile technology companies, but what does this mean for marketers looking to capitalize on this trend? Is the race on to add mobile marketing to the media mix? As I have communicated in some of my previous posts, the mobile Web is uncharted territory for many marketers. Similar to the Internet in the mid to late 90s, marketers are often perplexed and confused on how to use this medium to communicate with and influence customers.
Among the many insights from the presentation, there are two that I think are worth highlighting:
* 54 percent of revenues generated by the mobile Internet in 2008 came from users paying for digital content. What do we make of this? The publishing industry should take note as they search for new ways to eek dollars out of their customers.
* Location-based services are key to the mobile Internet. I've said this before and I'll say it again -- I want what I want and I want it NOW! Consumers are not only using their phones to communicate, but to also find the nearest supermarket, deli and Starbucks. You get the point.
The key takeaway for me was that marketers need to begin arming themselves with the knowledge needed to chart this expanding territory, while simultaneously treading lightly and looking to insightful people like Meeker.
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