Mobile marketing. A success in B2C and according to a lot of people B2B cannot do without it too. The main reason given is the explosive growth rates in mobile usage. In 2013 the number of smartphones and browser-equipped enhanced phones is expected to exceed the number of PC’s.
Is it really that big
Last week I had to spend some time again on an airport. While waiting for my flight, I like to watch what other passengers do. A lot of them are busy with their mobile phone or their laptop. Communicating with others and surfing the net.
However, my idea is that it is still mainly smartphones for communication and laptops for surfing the net.
- Mobile phones are mainly used for simple communication
Mobile phones are used to connect with other people. Calling them or connecting through sms, e-mail, Twitter and other simple communication channels.
- Smartphones are used for simple local searching
Mobile surfing with smartphones is limited to simple search actions. The size of the display is simply too small to do extensive search or to explore large websites . So people use their smartphone for relatively simple and mainly local search actions. People are looking for local shops, concert information, the weather, transportation and similar information.
- Future smartphone mobile internet is more information
New developments for mobile internet, like augmented reality, improve the usage of smartphones. But we are still talking about relatively simple search activities. New applications simply do not change the biggest restriction of smartphones; the small display.
- People use their laptop for serious mobile surfing
The business professional on the move carries his laptop with him. Although I am sure most of them also carry a smartphone, they will use their laptop to do serious surfing.
It will not change
Apple has recently introduced the iPad. The iPad is the smaller alternative for a laptop. That means the iPad will make mobile surfing easier.
I am sure the first iPad users will be the young business professionals. That’s good for you, because now your standard website can also be viewed on a real mobile device.
Therefore I think the explosive growth of smartphone based mobile usage will have no or almost no effect on B2B marketing.
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