A smart phone has many names. A Droid. an iPhone. a Blackberry, a Palm. It’s the new generation of mobile phones, but it’s much more than that. The smart phone is the harbinger of a new medium. Smart phones make mobile advertising, interactive advertising and highly targeted customer focused communications possible.
What took cable television 20 years to accomplish and the internet 10 years to achieve, mobile media will achieve within the next two to three years. That is, a level of penetration in the market that makes the medium a viable platform for both national and local advertising.
Unlike cable, which took nearly 20 years to wire the majority of U.S. households or the internet, which took 10 years to grow high-speed broadband connections into the home, the mobile “3G” platform is already established. All that is required is the expansion of hardware, the actual phones themselves. Currently, one study indicates 29% of all U.S. adults own a smart phone. Nielsen projects that by mid 2011 that number will reach 50% or 150 million smart phone users.
What happens then? As people become more familiar with the features and capabilities of their mobile devices, they will become more comfortable accessing web content and using their mobile device much like there home computer. They will also become more comfortable with direct to customer communications from companies they do business with. That could be their local grocer, their favorite restaurant, the dealer who services their car. The possibilities are endless and we are only at the forefront of this new medium.
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