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The iPhone was the star of this year’s IAB mobile forum. Try as they might, the speakers could not ignore the impact of the iPhone since its launch.
Tuesday, 1 September 2009
Opening the proceedings, Jon Mew, head of mobile at the IAB, explained that 40 per cent of iPhone users already use the internet on their phones more than on a PC, helping to fuel a spectacular surge in mobile internet usage.
Next up Chris Boddice, head of client services at O2 Media, argued that iPhone apps were helping consumers to interact more fully with their phones in an ever more personal way. According to Boddice, over one billion apps have been downloaded worldwide with the average UK user downloading 37 apps. “Mobile is the remote control for people’s lives,” concluded Boddice. “The ad market is playing catch up.”
We must treat mobile as unique
Alex Kozloff, media research manager at Orange, explored the notion that mobile’s great strength is its personal nature, stating "mobile is perceived as the most innovative and personal medium". Kozloff went on to outline Orange’s Exposure2 research and concluded that “we must treat mobile as unique” and “we must reassure audiences about cost and trust”.
Next up, Justyn Lucas, managing partner at Yodel, highlighted a selection of brands who are already using mobile successfully. Singled out for praise was Pizza Hut whose iPhone app is, according to Lucas, “one of the best uses of an iPhone app by a brand to date” and shows “a complete understanding of its target market”. Other brands praised by Lucas included Mastercard, PayPal, Lloyds TSB, First Direct, Ticketmaster, McDonalds and Walkers.
Mobile display is now a good consumer experience
Representing the advertising sector, Jonathan Abrahams, brand sales director at AdMob, outlined the revolution that has been going on in the mobile display advertising industry. Highlighting the situation in the “good ol days”, he argued that the market used to be hampered by slow networks, expensive data plans, phones with limited capabilities, minimal user engagement, crude formats, no advertising standards and limited campaign reporting.
The industry, he argued, has made "major strides forward in 2008 and 2009", with high speed networks, affordable data plans, compelling new devices, mass consumer browsing and app usage, scale and targeting as well as tracking and standards now the norm.
As a result, according to Comscore, 11.3 million people in the UK use the mobile internet per month, representing a rise of 28 per cent year on year. What’s more, some 597,112 people in the UK use applications per month, a 1,724 per cent rise year on year.
A key reason for this, according to Abrahams, is the improvement in handsets. “The iPhone has persuaded all the other manufacturers to pull their fingers out and invent products that we actually like”. As a result, “mobile display is now a good consumer experience”.
The world did change with the iPhone
In an attempt to get to grips with the world of applications, Tim Hussain, head of mobile and video advertising at BSkyB, asked if they really were worth investing in. “The iPhone has made the application market a reality”, argued Hussain before praising Ocado and IKEA for their innovative use of iPhone apps.
However Hussain was also keen to point out that using apps was not absolutely essential. “The world did change with the iPhone, but apps should not be the be all and end all of your campaign,” said Hussain, highlighting his point by praising Amazon for its high quality mobile site which has meant that the online retailer doesn’t need an iPhone app.
Hussain concluded by offering his six tips for brands when considering investing in apps:
For more pictures from the IAB’s Mobile Forum click here.
Follow the IAB on Twitter
Tuesday, 1 September 2009
Opening the proceedings, Jon Mew, head of mobile at the IAB, explained that 40 per cent of iPhone users already use the internet on their phones more than on a PC, helping to fuel a spectacular surge in mobile internet usage.
Next up Chris Boddice, head of client services at O2 Media, argued that iPhone apps were helping consumers to interact more fully with their phones in an ever more personal way. According to Boddice, over one billion apps have been downloaded worldwide with the average UK user downloading 37 apps. “Mobile is the remote control for people’s lives,” concluded Boddice. “The ad market is playing catch up.”
We must treat mobile as unique
Alex Kozloff, media research manager at Orange, explored the notion that mobile’s great strength is its personal nature, stating "mobile is perceived as the most innovative and personal medium". Kozloff went on to outline Orange’s Exposure2 research and concluded that “we must treat mobile as unique” and “we must reassure audiences about cost and trust”.
Next up, Justyn Lucas, managing partner at Yodel, highlighted a selection of brands who are already using mobile successfully. Singled out for praise was Pizza Hut whose iPhone app is, according to Lucas, “one of the best uses of an iPhone app by a brand to date” and shows “a complete understanding of its target market”. Other brands praised by Lucas included Mastercard, PayPal, Lloyds TSB, First Direct, Ticketmaster, McDonalds and Walkers.
Mobile display is now a good consumer experience
Representing the advertising sector, Jonathan Abrahams, brand sales director at AdMob, outlined the revolution that has been going on in the mobile display advertising industry. Highlighting the situation in the “good ol days”, he argued that the market used to be hampered by slow networks, expensive data plans, phones with limited capabilities, minimal user engagement, crude formats, no advertising standards and limited campaign reporting.
The industry, he argued, has made "major strides forward in 2008 and 2009", with high speed networks, affordable data plans, compelling new devices, mass consumer browsing and app usage, scale and targeting as well as tracking and standards now the norm.
As a result, according to Comscore, 11.3 million people in the UK use the mobile internet per month, representing a rise of 28 per cent year on year. What’s more, some 597,112 people in the UK use applications per month, a 1,724 per cent rise year on year.
A key reason for this, according to Abrahams, is the improvement in handsets. “The iPhone has persuaded all the other manufacturers to pull their fingers out and invent products that we actually like”. As a result, “mobile display is now a good consumer experience”.
The world did change with the iPhone
In an attempt to get to grips with the world of applications, Tim Hussain, head of mobile and video advertising at BSkyB, asked if they really were worth investing in. “The iPhone has made the application market a reality”, argued Hussain before praising Ocado and IKEA for their innovative use of iPhone apps.
However Hussain was also keen to point out that using apps was not absolutely essential. “The world did change with the iPhone, but apps should not be the be all and end all of your campaign,” said Hussain, highlighting his point by praising Amazon for its high quality mobile site which has meant that the online retailer doesn’t need an iPhone app.
Hussain concluded by offering his six tips for brands when considering investing in apps:
- Who’s your target audience?
- Does it offer something you can’t do via a mobile site?
- Apps are destinations for your customers, not drivers.
- Apps must save time or kill time.
- Align the idea with your brand.
- Integration, Integration, Integration.
For more pictures from the IAB’s Mobile Forum click here.
Follow the IAB on Twitter
