Printing Goes Mobile? A Primer on Mobile Marketing : Market Research Report

Printing Goes Mobile? A Primer on Mobile Marketing

Published by: WhatTheyThink.com

Published: Oct. 7, 2009 - 46 Pages

Introduction

Background

The Spread of Applications

Implications for Graphic Communications

About the Present Report

How This Report Is Organized

For More Information

Section 1: What is Mobile?

Components of Mobile Marketing

Definitions

Hardware

Apple iPhone

RIM BlackBerry

Palm Phones

Google Android Phones

Other Terms

Smartphone

SMS

MMS

Shortcode

M-Commerce

Apps

Augmented Reality (AR)

Quick Response (QR)

Is There an App for That?

Onward

Section 2: Mobile Marketing Outlook

Mobile Advertising Spending

Mobile Search

Mobile TV and Movies

M-Commerce

Onward

Section 3: Mobile Applications

SMS/MMS Messaging

User Alerts

Mobile Web

Apps

Quick Response/Augmented Reality

Hyperlinking Print and Reality

“Print: The Ultimate in Interactive Media”

Enter QR

Other Emerging Technologies

Onward

Section 4: Conclusions, Recommendations, and Suggestions

Implications and Recommendations

For Magazine and Newspaper Publishers

For Book Publishers

For Commercial Printers

For Creatives

The Final Word

Appendix A: Resources

Organizations

Publications

Appendix B: Mobile Phones in the Third World

Table of Figures

Figure 1: Three Generations of iPhone

Figure 2: BlackBerry Curve 8900 Smartphone

Figure 3: The Palm Pre

Figure 4: HTC Dream (aka T-Mobile G1) Android-Based Smartphone

Figure 5: U.S. Mobile Advertising Spending, 2008-2013 ($ million)

Figure 6: U.S. Ad Spending on Mobile Search ($ million)

Figure 7: Select Purchases That U.S. Consumers Are Willing to Make Via Mobile Phone, April-May 2009

Figure 8: Types of Products that U.S. M-Commerce Users Have Purchased Via Mobile Phone, March 2009

Figure 9: Obstacles in the Way of Beginning/Expanding M-Commerce Initiatives According to U.S. Retailers, April 2009

Figure 10: SMS Text Alert from AT&T

Figure 11: CNN (left) and Wikipedia (right) Are Two Online Destinations that Have Special Mobile Landing Pages

Figure 12: Yahoo! Mobile

Figure 13: The AroundMe iPhone App Serves Up Google Ads by Search Category

Figure 14: QR Code from Dr. Joe Webb’s Print09 Presentation

Figure 15: QR Code Generated via BeQRious.com

Figure 16: MIT Media Lab’s Sixth Sense “Gestural Interface” Turns Any Surface into an Interactive Computer Screen

Table of Tables

Table 1: U.S. Mobile Advertising Spending Share by Format, 2008-2013 (% of Total)

Table 2: U.S. Mobile Phone Users and iPhone Users Who recall Viewing Mobile Advertising, by Type, Q1 2009 (% of Respondents in Each Group)

Abstract

A special report “primer” that sorts out the latest developments in the exciting area of mobile technologies and mobile marketing applications. The report provides an overview of the current hardware (i.e., smartphones), common—and uncommon—mobile marketing strategies and initiatives, the outlook for mobile, some cutting-edge applications like augmented reality, and advice and recommendations for graphic communications companies and individuals.

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Printing Goes Mobile? A Primer on Mobile Marketing

Table of Contents

Abstract