Your Audience Is Now Mobile: How Will You Deliver?

POINTABOUT CASE STUDY:

Your Audience is Now Mobile: HOW WILL YOU DELIVER?

Mobile is revolutionizing brand engagement across the world are beginning to budget
and changing the way we think about for mobile and incorporate it into their
advertising. The mobile industry has seen marketing mix. But before you rush
remarkable growth, and mobile branding into the mobile landscape, familiarize
is rapidly on its way to becoming essential yourself with the environment, devise a
for the average business. Businesses plan, and hire yourself an expert guide.

THE MOBILE PYRAMID Typically a company should SMS tends to be strongest
focus on the pyramid from for “call to action” type
When a company refers
the bottom up, as the campaigns. For example-
to “mobile” it’s typically
bottom portions have the users are sent a text
mistakenly using the term
largest distribution, and message to donate funds
to cover one or more
therefore the largest impact to a charity, to all gather at
of three distinct areas,
on your customer base. a certain place at a certain
each of which must be
time, or to disseminate very
addressed separately.
SMS functionality is severely limited bits of news (usually
The graphic below shows
limited and therefore may up to 160 characters max
the “mobile pyramid”
not be appropriate for length on most systems,
as PointAbout sees it.
some businesses needs. and even less – 70

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YOUR AUDIENCE IS NOW MOBILE: HOW WILL YOU DELIVER? 2

characters – in some other allow your content to render growing trend in the world
languages such as Chinese). to best suit each phone. of mobile. Apple saw 3
billion downloads from
It all comes down to your the App Store in a span
MOBILE WEB mobile initiatives; are you of only 18 months3, and
If a business determines that content with one mobile thousands of new apps
SMS does not fit the needs of website version of your are being added every
its mobile initiative, it should content, or do you want to month to the unregulated
start with mobile web, which deliver a more rich mobile Android marketplace.
also has broad, although experience of your product
inconsistent, distribution. that will render differently Before you dive headfirst
for each device? If it is into the app-hype, there are
The benefit of taking this the latter, PointAbout can many factors to consider.
path to mobile is that integrate phone browser Mobile app development
your brand will reach detection intro your final is not a one-size-fits-all
both smartphone and product, utilizing companies project. Different code
feature phone users, such as Mobiletech (for must be generated for each
giving your business wide more information on platform, essentially making
distribution. According to Mobiletech solutions visit builds for multiple platforms
CBS News, there were 600 http://www.mobiletech. separate projects that must
million mobile broadband mobi/our-offering/). each start from square one.
subscriptions worldwide So the question becomes-
by the end of 2009.1 With which platform will best
123 million 3G users in MOBIE APPLICATIONS reach your target audience?
the United States2 mobile Mobile apps are typically
web offers great reach used to drive deep, rich iPhone/iPod Touch –
to a vast population. customer interaction and Both the iPhone and iPod
experiences within the Touch run on Objective C,
If mobile web is the brand. Distribution in so applications built for
direction best suited for mobile apps is limited but the iOS platform will run
your business strategy, growing. Smartphones are effectively on both devices.
ultimately the question you the fastest growing segment Apple is expecting to have
must ask here is: “What of mobile and in some cases sold 36 million iPhones in
type of experience do we (especially internationally) 20104, and iPhone users
want to deliver to our target are replacing computers tend to buy more apps than
audience?” Despite broad for some users entirely. those on Android and other
distribution, mobile web platforms.5 These statistics
is a fragmented approach Mobile apps enable your make developing apps
as on screen experience audience to engage directly for the iPhone appealing
varies drastically on each with your brand and bring to most businesses.
device. Unlike desktop your advertising efforts to a However, don’t neglect the
browsers, mobile phone new level through features age demographic of your
web browsers do not have like in-app purchasing. target audience is another
a standard, which will not Mobile apps are a fast- consideration; iPhone



users over age 55 nearly iPhone and earn more than your strategy and define
equal users age 13-24 in $100,000 annual income.9 your requirements. Consider
numbers,8 where Android the Mobile Pyramid, and
users are typically younger. RIM/Microsoft– PointAbout will help you
Other mobile platforms to develop a strategy for
Android – consider include Blackberry each part, addressing
Smartphones running on and Windows Mobile. While your requirements such
as: what you want the
Android OS are rapidly Blackberry accounts for
app to do, which phones
gaining market share more smartphone users than
you want it to run on, and
increasing from 1.6% any other device, their App other specifications in a
to 9.6% over one year.6 World contains only 1/10th requirements document
Google’s plans for web- the number of apps as that PointAbout will help
based apps on Chrome have Apple. And while Microsoft you create. Once you have
the potential to challenge has been very silent in a considered your strategy
Apple’s dominance in the app space, they are and business requirements,
the app market and beginning to re-prioritize PointAbout will quote an app
many are predicting just for apps and may be the based on your specifications.
that. Currently apps for ‘lurking giant’ with the Mobile is changing the face
the iPhone have greater release of Windows phone 7. of business, enabling you
distribution, but Android to engage your audience in
is growing rapidly and may new and revolutionary ways.
change that very soon. MOBILIZE Let PointAbout guide you.
PointAbout specializes in
iPad – strategy, addressing how
The iPad is a new technology to leverage mobile in your
platform, and although it’s organization, as well as
an extension of the well- development in the app
known iPhone SDK, building and mobile web pieces of
software for the iPad is the mobile pyramid. For
design-heavy and carries SMS needs, PointAbout can
its own inherent challenges. make referrals to trusted
The iPad’s reach is not vendors. Our expertise
nearly that of the iPhone, and commitment to your
Pete Johnson, VP Professional Services
however the device has been mobile initiatives set us
301.602.1210
experiencing great success apart, and can save you pete.johnson@pointabout.com
and is expected to continue from costly mistakes
to see rapid growth. The throughout the development Our previous work includes
iPad took only 28 days to process. PointAbout has apps for companies such
sell a million units, half relationships within the as Newsweek, Cars.com,
the amount of time as the mobile industry, including and Disney. Some of
original iPhone.7 However, analytics providers, which are featured below.
the demographic is more advertising networks, and To see our capabilities
limited as more than 40% of notification providers. deck visit https://dl-web.
iPad users already have an Ready to mobilize? Devise dropbox.com/deck



Featured in Super Bowl XILV Commercial:
Cars.com App
iPhone & Android

2009 Webby Winner:
DC Inauguration App
iPhone & Blackberry



Newsweek App
iPhone

Washington Post App
iPhone



TAKE THE BUDGET?
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set aside a budget for App for Clare College:
mobile, or if you aren’t
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custom development
project, consider using our
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an iPhone application, and
can incorporate features
such as push notifications,
photo galleries, and GeoRSS.

“
do
PointAbout’s

something
AppMakr
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Leverage RSS content we
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”
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people’s hands when they’re provide is gold standard and the future.


Your Audience Is Now Mobile: How Will You Deliver?

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Your Audience Is Now Mobile: How Will You Deliver?