Tag Archives: mobile marketing

Google Acquires Motorola Mobility

Google Acquires The Mobile Phone Maker, Motorola Mobility

Google's CEO, Larry Page

Larry Page

If you don’t think the topic of the above headline is a big deal, you must have been living under the dirt that sits under the rock some people are said to live under. Whew, that was a mouthful!

Anywho, Apple’s huge success has been traced to 2 major factors, leadership and owning all of the toys. Or owning the company that makes the toys as well as the company that makes the batteries that make the toys run.

That’s right, I’m talking about owning the iOS operating system and the i-generation of mobile devices. Ipod, iPhone and iPad. (Sometimes I think that the oil companies own the auto manufacturers but I digress).

Until today, this deal was not quite a done deal, even though we knew it was going to happen.

Well, it did. Here’s what Larry Page had to say from his blogpost on 22 May, 2012.

It’s why I’m excited to announce today that our Motorola Mobility deal has closed. Motorola is a great American tech company that has driven the mobile revolution, with a track record of over 80 years of innovation, including the creation of the first cell phone. Larry Page, co-founder and CEO, Google

Read all about it in the featured article: Google CEO Larry Page: We’ve acquired Motorola Mobility

The sad passing of Apple’s (The maker of the iPhone) CEO, Steve Jobs, recently, may or may not result in some loss of leadership. Until a new leader emerges in that company, we may see a shift of focus as they strive to ‘find themselves again”.

This could not have happened at a worst time. Google is definitely challenging their market position, and with this acquisition, will at least have all of the tools (plus their Search Engine behemoth) to make a good run at it.

I love the Apple line of products but my money is on Google. What do you think?

Smartphone Penetration Percentage in The US?

Everyone has a smartphone, or maybe not.

I’m so used to telling clients that a lot of people coming into their establishments carry Smartphones, simply because everywhere I look, that’s all I see. Now, I knew that the actual Smartphone penetration percentage was low in the United States, however, not this low! (As you’ll see in the article).

The Future For Smartphones Is Still Bright

Not to be discouraged however. Why? Well, Google just spent 12.5 billion dollars, one-half of its liquid cash assets, to acquire Motorola Mobility. You know Motorola Mobility, they are one of the largest manufacturers of Smartphones, tablets, GPS units etc. I seriously don’t believe they did this because they didn’t expect the Smartphone marketplace to expand rapidly.

Instead, I do believe that Google is simply positioning itself to be a leader or the leader in the mobile device production and sales arena. They already own the Android Operating System, the platform that will probably dominate the mobile operating system scene in the near future. Remember now, just recently, Android powered mobile devices outsold iOS (Apple) devices. Their mobile apps marketplace is coming on strong, taking a bite out of Apple’s App Store. (Pardon the pun).

Back to the percentage thing. I have a link below that explain in more detail why you should not give up on,

  1. 1. Smartphones taking over
  2. Mobile Marketing to feature(dumb?) phones just yet.

Here’s the link : Smartphone Penetration Percentage

Luckily for us, a large part of the service we provide is centered around SMS Marketing and Mobile Websites. Both of these are ideally suited to the mobile web, even to the non-smart variety. Their reach is almost 100%, with some people having two or more!

The bottom line is this, the Smartphone penetration percentage is quite low in the US and Canada at the moment, however, unless you do believe that 67% of the world’s population is willing to turn their backs on this technology, that percentage is about to skyrocket. Keep an eye out for that.

Go read that article.

Mobile Advertising – Making The Case

Mobile Advertising has arrived. We didn’t say that it’s the rage. We said “It has arrived”. This is bad for so many businesses that don’t even have a traditional website, let alone be up on mobile technology.

We say to that “It’s time to make the donuts.” If advertising is going to play a heavy role in your business’s success, then you have to get up very early to learn what it’s all about. Then learn what mobile marketing is all about.

Here’s an article from Mobile Marketer posted on April 28th, 2011 titled:

Mobile ads driving purchase intent among smartphone users: Google

By Giselle Tsirulnik

April 28, 2011

Mobile ads drive purchase intent

A study by Google Inc. found that mobile ads drive smartphone users to take actions such as visiting a Web site or making a purchase.

Google’s “The Mobile Movement: Understanding Smartphone Users” study found that 71 percent of smartphone users search after being exposed to ads online and offline. A whopping 82 percent notice mobile ads and 74 percent make a purchase as a result of using their phone during the shopping process.

“The findings of the study have strong implications for businesses and mobile advertisers,” said Dai Pham, a member of the mobile ads marketing team at Google, Mountain View, CA. “Make sure you can be found via mobile search as consumers regularly use their phones to find and act on information.

“Incorporate location-based products and services and make it easy for mobile customers to reach you because local information seeking is common among smartphone users,” he said.

In fact, 88 percent of those who look for local information on their smartphones take action within a day, Google found.

The study was commissioned by Google and conducted by Ipsos OTX, an independent market research firm, among 5,013 U.S. adult smartphone Internet users at the end of 2010.

General smartphone usage
There is no argument when it comes to the role that smartphones play in the daily lives of consumers.

Consumers are increasingly relying on their smartphones to multitask and consume other media.

Google’s study found that 81 percent of smartphone users browse the Internet, 77 percent search, 68 percent use an app, and 48 percent watch videos on their device.

The smartphone has turned into the always on companion. Consumers are using their devices even while they are consuming other forms of media.

In fact, 72 percent use their smartphones while consuming other media, with a third claiming they use their device while watching television.

At one point the mobile device was a means of reaching consumers on the go. But that has now changed.

With 93 percent of smartphone owners using their device while at home, the mobile phone is now a means of reaching consumers at all times.

Action-oriented searchers
Google’s study found that smartphone users rely on mobile search to navigate the mobile Web.

Search engine Web sites are the most visited mobile Internet destinations, with 77 percent of smartphone users citing this, followed by social networking, retail and video-sharing sites.

What is interesting is that nine out of 10 smartphone searches result in an action such as purchase, visiting a business or a click-to-call.

Additionally, Google found that 24 percent of smartphone searchers recommended a brand or product to others as a result of a smartphone search.

Almost all smartphone users are looking for local information. And, consumers are ready to act on the information they find.

Google’s study found that 95 percent of smartphone users have looked for local information and 88 percent of these users take action within a day.

These findings indicate that there is a need for immediate information among smartphone users. A whopping 77 percent have contacted a business, with 61 percent calling and 59 percent visiting the local business.

Purchase-driven shoppers
At the end of the day, marketers are trying to drive sales. And smartphones have become an important part of the shopping process. They help shoppers research and make a purchase decision.

Google’s study uncovered that 79 percent of smartphone consumers use their phones to help with shopping via activities such as comparing prices, finding more product info and locating a retailer.

Seventy-four percent of consumers that use their mobile device during the shopping process make a purchase online, in-store or on their phones.

The study also found that 70 percent of consumers use their smartphones while in the store.

Reaching mobile consumers
A cross-media approach is the best way to influence the largest number of smartphone users. Different people use their devices for different things. In the end, as a marketer, it would be nice to reach them all.

A majority of smartphone users notice mobile ads, which leads to taking action on it.

In fact, 71 percent search on their phones because of an ad exposure, whether from traditional media (68 percent), online ads (18 percent) or mobile ads (27 percent).

Eighty-two percent notice mobile ads, with most noticing display ads and a third noticing mobile search ads.

Half of those who see a mobile ad take action, with 35 percent visiting a Web site and 49 percent making a purchase.

“Develop a comprehensive cross-channel strategy as mobile shoppers use their phones in-store, online and via mobile Web sites and apps to research and make purchase decisions,” Mr. Pham said.

“Last, implement an integrated marketing strategy with mobile advertising that takes advantage of the knowledge that people are using their smartphones while consuming other media and are influenced by it,” he said.

Contact Us at Businessbymouse.com to learn how we cal help you get started with your local mobile presence. It’s more affordable than you believe.

Half of Mobile Search Queries Has Local Intent

Mobile Search Queries – people looking for something by way of their mobile devices. People who are on the go. People who possible want to find something locally, fast and right now. People who possibly want to BUY something!

We’ve just outlined why anyone in business should be paying attention to this important statistic. Prospects have long since abandoned looking in Yellow Pages and now are turning from their computers at home to their mobile devices in their hands for answers.

Google first reported back in March, 2010 that more than one half of their mobile queries showed local intent, now it’s Bing’s turn to report on this growing trend. Here’s the article in full.

By Rimma Kats

March 24, 2011

Bing Mobile Search QueriesHalf of searches done on mobile have local intent

ORLANDO, FL – A Bing executive at CTIA Wireless 2011 revealed that 50 percent of search queries on mobile have a local intent with users searching for restaurants, movies and other forms of entertainment closest to them.

During the “Mobile Search – Finding the Right Answer” session, panelists discussed mobile search and how it has been talked about for years. However, in the era of Smartphones, app stores and rich-media browsers, it’s a whole new game.

“The way that we think about search is that historically, it’s all about the Web,” said Andy Chu, director of product management for Bing at Microsoft, Seattle. “Where search is going in general, in mobile, is how we can help consumers complete tasks.

“That’s the whole motion,” he said. “Search on mobile goes beyond the topical Web and links.”

The panel was moderated by Derek Kerton, principal analyst at The Kerton Group, San Francisco.

Mobile search
Universal search is being featured front and center because with so much content available, a single search needs to bring back the consumer’s contact information, media and information from the Web.

Additionally, advertising and commerce are blending well on mobile devices and are driven by the fact that most users are searching on mobile devices to do something or to buy something, per the panelists.

“We’re going to see much more deeper integration with search,” Mr. Chu said. “Search is all about speed.

“Also, besides the voice features, you can use the camera function to search,” he said.

According to Mr. Chu, many Bing users are searching for places near their current location, as well as for entertainment such as movie tickets.

The company noticed a spike that begins on Wednesday – for restaurants, entertainment and bars – and goes into Saturday.

“When Wednesday comes, around noon, that’s when activities start happening,” Mr. Chu said.

All about privacy
According to Anil Panguluri, director of mobile search at Yahoo, San Francisco, there is a desire for privacy.

Additionally, there is a huge difference in terms of how people perceive privacy when categorizing by country.

“It depends on whether the technology in place can capture the signals,” Mr. Panguluri said. “It’s about how we detect the signals.

“There’s a lot of unknowns with privacy and with detecting users and using all the information that we can gather,” he said.

Mr. Panguluri said that the one-search concept is important.

“The concept was formed with the difference of using a feature phone back in the day when the Motorola RAZR was the coolest phone on the market,” Mr. Panguluri said. “There was no way to display sites the way that they should look.

“We thought why not show those results in a nice way,” he said. “That’s how we built the one-search product.

“It was successful and it gave answers and not links. It’s still very applicable today.”

Easy search
Consumers still prefer to have quick answers.

One-search features provide high-quality, short, concise content, per Mr. Panguluri.

In addition, Mr. Panguluri said that there are obvious differences between Web and mobile searches.

Being able to identify users on the Internet is difficult because they are not logging into search.

“They just go in and search, so you don’t know who the user is,” Mr. Panguluri said. “You just see what they’re browsing and their cookies.

“On mobile, users are constantly logging in whether it’s Facebook or Twitter,” he said. “On mobile you have a chance to have a deeper experience and that involves a lot of social features.

Daren Gill, vice president and general manager of vTap at Veveo, Boston, said that there should be a universal search.

“I think that there shouldn’t be a bright line on the phone between what’s on the Web and what’s on the phone,” Mr. Gill said. “We measure our success as to how little time is spent.

“We think that we should be helping users do more and browse less,” he said.

Staff Reporter Rimma Kats covers media, television, research and social networks. Reach her at rimma@mobilemarketer.com.

Still on the fence about the direction mobile is taking marketing? Maybe it’s time you explored the field a bit more. Start here at our homepage: Local Mobile Search Marketers.