Member Article

Mobile application use increasing

Half of all mobile phone users list picture messaging as their favourite application after making calls and texting. Research by Enpocket intelligent mobile marketing of almost 3,000 people found that 50% of respondents between the ages of 18 and 34 used music download services, and a third of people watched video clips of sports and made and received video calls. A recent report by IT researchers, IDC found that consumers find mobile advertising acceptable as long as ads are targeted, useful and meaningful, and suggests that mobile advertising will open up new significant revenue opportunities for operators. “Mobile operators will have to embrace mobile advertising, which is key in their strategies for the coming years,” said Paolo Pescatore, Consumer European Wireless and Mobile Communications. “Especially in more mature mobile markets, operators are starting to ask whether there is a saturation point for consumer-paid mobile content,” said Mike Baker, President and CEO of Enpocket. “At the same time, the interactive advertising market is experiencing extremely robust growth and more operators and brand marketers are realizing that, done in the right way, mobile advertising represents a significant business opportunity. The critical success factor for consumer acceptance and marketer ROI in mobile advertising initiatives will be targeting marketing messages so they are continuously relevant.”

This was posted in Bdaily's Members' News section by Ruth Mitchell .