Mobile Marketing,
a unique opportunity
Mobile. A relevant marketing channel (right now)
The most dramatic change in the media landscape over the past years is the rise of the mobile phone as an (interaction) medium. Information, communication and entertainment used to be confined to the television or to the computer room. But today, when people are out of their homes, they have perhaps an even bigger need for information, communication and entertainment. Mobile technology fulfils this need for instant access to information, communication and entertainment and simultaneously opens up the marketing channel of the future.
A number of renowned research companies give 3 to 5 year forecasts for the development of the mobile marketing channel; The market for mobile marketing will continue to grow 30%+ in the coming years. There is a consensus that the channel will become bigger than the TV and PC.
Facts also indicate that the opportunity already exists today. Worldwide there are 4.0 billion mobile users easily making the mobile the biggest global medium today(www.itu.int / Dec. 2008).
Fast mobile internet penetration has reached critical mass. Worldwide, 500 million people have fast mobile internet access via UMTS or HSPA. Europe today alone has 146 million fast mobile internet users. By the end of 2009, this number will reach 207 million people. As noted before, smartphone sales are booming. Worldwide 139 million smartphones were sold in 2008 showing a 14% growth with the iPhone alone selling 10 million handsets. Europe grew even faster at +36%, with 36 million smartphones sold in 2008.
The Netherlands is MobGen's home market. This is no coincidence. On average the Dutch have more than one phone per capita. Today, 5.4 million people have access to fast mobile internet and, by the end of 2009; this number will have grown to 7.6 million – that is half the population. In 2008, 1.6 million smartphones were sold (a 36% increase vs. 2007). This puts our home market well ahead of many other Western countries, and makes it an ideal place to develop innovative mobile marketing services.
Mobile Marketing
Mobile. A relevant marketing channel (right now)
Mobile. A unique way to engage your target
Five key factors in mobile marketing growth
Turning advertising into desired entertainment and information
Permission based marketing
