Advanced mobile-device technology is changing the game on mobile marketing. SMS, MMS and idle-screen phone advertising are out, and new mobile marketing trends are in.
The funny thing is, these new trends are the same ones that have come to dominate the tethered Internet.
The use of mobile devices as a means to push information has been on the horizon for years -- which is, unfortunately, where the effort has consistently remained. Even though European companies have had the benefit of fewer restrictions on cost and technology, mobile ad ventures simply haven't taken hold. And because the U.S. has so many more wireless carriers -- each with its own pricing, restrictions and technology systems -- successfully delivering ads via mobile devices has been cumbersome and complicated.
Remember the last time you went to your wireless carrier's storefront and tried to perform a fairly simple task like changing your phone number or transferring to a new phone? You may have experienced a bevy of blank stares before being told to talk to the store manager or to customer service. And just like that, an errand that should have taken a few minutes turns into days of hassle just to get your phone to make a call.
Now imagine doing that for every carrier in the country, and you can begin to appreciate what it might take to implement a nationwide mobile advertising campaign in the U.S. As a result of these difficulties, much of SMS/text messaging marketing to this point has been restricted to very local markets or used purely as a means of soliciting communication from an audience to a company (like voting for your choice for the next American Idol).
Enter the new mobile economy, one that has moved beyond the technical and economic limitations of the various carriers. For the first time, the newest technology available is being used to reach a large percentage of the U.S. wireless market. The iPhone and other wireless handheld Internet devices have essentially bypassed the more traditional media push methods created by wireless companies.
MediaNet (Cingular/AT&T), VCast (Verizon) and other similar offerings are being pushed aside now that users can essentially use their new devices as computers. And as "me-too" device manufacturers flood the market with similar gadgets, these products will get cheaper, better and more prevalent.
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