It's easy to forget about SMS these days. After all, the rise of the smartphone has seemingly made SMS text messaging a thing of the past for many mobile phone users.
But is that really the case? Are smartphones marginalizing SMS to the point where it might be called effectively dead?
The ‘rise of mobile’ has been a hot topic in online for years; however, at the start of 2012 it’s beginning to feel like mobile marketing has finally arrived as a channel worth shouting about both in terms of viability and, more importantly for the bottom line, profitability.
More and more consumers are using smartphones and mobile devices to access content. A whopping 42% of the UK mobile users now operate on a smart phone and 51% have browsed the internet on their mobile devices in the past week.
While 65% of mobile owners routinely use their mobile devices to find businesses for in-store purchases (Source: Google, 2011) a significant 13% of UK consumers have actually made a purchase via a mobile, with a further 19% having used their mobile to compare prices and look at product reviews while out shopping.
This shift in consumer behaviour is having a dramatic impact on the affiliate sector, which has proved in the past to be a perfect testing ground for more innovative advertising models.
With advertisers increasingly investing in viable mobile commerce sites, publishers are utilising the platform as another avenue for increasing revenue.
With this in mind, what steps should advertisers and publishers be taking to increase affiliate traffic and drive revenue through a mobile platform?
Google is now seeing more than 850,000 new Android device activations per day, and Android head Andy Rubin says the search giant will "double down" on Android tablets this year.
But the real key to Android's success could be found in Google's acquisition of Motorola Mobility, which was recently approved by EU and US regulators.
In an effort to compete in the mobile space, Microsoft teamed up with Nokia last year. In a deal reportedly worth billions of dollars, Nokia agreed to "adopt Windows Phone as its principal smartphone strategy" and "help drive the future of Windows Phone."
From Microsoft's perspective, the arrangement was ideal. Without such a partnership, the software giant likely would have had to make an acquisition a la Google.
So is Microsoft's strategy working?
Apple is arguably the most dominant company in the mobile market today, but its dominance doesn't depend on market share. Indeed, America's most valuable company doesn't dominate mobile market share, but it does reap the majority of the profit.
That's obviously not what Apple's competitors want to hear, but it gets worse: Apple is far, far better at keeping its customers, and will increasingly have the opportunity to poach theirs.
Just about everyone in the marketing and technology fields has accepted that mobile and more specifically, the mobile internet, are really, really important. That's true today, and it's only going to be more so in the future.
But many believe that mobile is more than just really, really important; they believe it will be far and away the most important channel as more and more consumers become armed with smartphones.
According to a study conducted by market research firm Ipsos OTX on behalf of Google, that belief has some supporting evidence.
With more and more individuals accessing the web through mobile devices,
publishers will increasingly find that they need to offer satisfactory
mobile browsing experiences to attract and retain visitors to their websites.
little easier thanks to the jQuery Mobile Project, which was announced
Apple's press conference last Friday was a notable event for the company. Not simply because Steve Jobs took the stage, but because the purpose of the press conference was to address problems being reported with an existing product, the iPhone 4.
It was unfamiliar territory for Apple and Steve Jobs. Jobs, of course, is used to introducing new products, not dealing with an existing one that is the subject of customer complaints, class action lawsuits and a media firestorm.
Just 4% of consumers find making purchases on their mobiles to be a hassle-free experience, with loading times and product display the biggest bugbears.
The Brandbank M-commerce report is based on a YouGov survey of 2,255 UK consumers, and underlines the need for retailers to look at their mobile commerce offerings.
After serving as the subject of rumors, the struggling mobile device company has a new owner, HP. The tech giant paid $1.2bn for the company that invented the smartphone.
Not only was HP not one on the list of companies thought to be looking closely at a Palm acquisition, but one might even question why HP was interested in Palm in the first place. The answer: HP has big goals in the mobile arena, and thinks Palm's technology and expertise can help it achieve them.