Archive for the ‘Mobile marketing’ Category

Verizon to take “all you can eat” data plans off the menu

Friday, May 20th, 2011

iphoneAccording to a Reuters report, Verizon Wireless will be revamping its data plan offerings this summer and will get rid of unlimited data plans for its smart phone users. The announcement was made by Chief Financial Officer Fran Shammo at this week’s  Global Technology Summit in San Francisco. The change is similar the one AT&T enacted last June when it  announced  it would no longer offer unlimited data plans.

Any guesses what led to the change? Hmmm, could it be heavy iPhone usage?

Even though Verizon claimed to have a handle on the impending data demand in advance of releasing its iPhone, the reality has clearly proven to be more of a challenge. Like AT&T, Verizon will begin offering tiered pricing for its data users that better reflect their online consumption.

On a positive note, the company also announced that it is considering offering family data plans, similar to the carrier’s family voice plans.

“We had individual minutes for individual users. Then we eventually got to what we call family share where everyone in the family shares the same minutes,” Shammo said.

“I think it’s safe to assume that at some point you are going to have mega-plans (for data) and people are going to share that mega-plan based on the number of devices within their family. That’s just a logical progression,” he said.

No further details on a family data plan were provided.

Netflix iPhone app moves the mobile needle again

Monday, August 30th, 2010

netflix-iphone-ipod

With the recent release of the Netflix iPhone app, the nation’s millions of iPhone users (who subscribe to Netflix) can now watch their favorite movies and shows without having to turn on their TVs. Who cares? Plenty of people. The Netflix app claimed the number one spot on iTunes’ Top 25 Free Apps chart the very day it was released.

It’s just another example of how mobile marketing is transforming the way people receive news and entertainment, conduct business and connect with friends. Think it’s all hype from the mobile providers and technology companies? Consider this:

  • 70% or more of people between the ages of 18-54 use text messaging (PewResearch Center)
  • 34% of US mobile users access the mobile web (eMarketer)
  • The average number of apps per handset? (Nielson)
  • Blackberry: 10
  • Windows: 14
  • Palm: 14
  • Android: 22
  • iPhone: 37

Picture 69

Mobile marketing is here to stay. And it’s working.

The American Red Cross received donations for its Haiti earthquake relief campaign via SMS from 3 million unique donors.

The Irvine Shuttle in California just implemented real-time shuttle arrival info via text messaging.

Apple iAd mobile advertising platform seems to be an early hit with marketers claiming that their iAds “tended to pull in users and keep them interested for significantly longer than other kinds of digital ads.” In fact, according to Nissan, users spent an average of 90 seconds on their interactive ad for its electric car, the Leaf. That’s about 10 times longer an interaction than for comperable mobile ads.

The bottom line: Mobile marketing isn’t a fad. It’s a viable communications tool that offers a higher level of customer engagement than many other forms of marketing. If it’s not a part of your plan, perhaps it’s time to take a closer look.