In the dot com world, imagine a PC that is always on, travels with you anywhere, contains all your data – personal and professional – and is customizable for your needs.
Now imagine that it only weighs about 5 oz and is probably in your purse or pocket right now. Smartphones will outnumber PCs approximately two to one within the next few years, according to a December 2009 report from Morgan Stanley. Smartphone sales are expected to grow year-over-year, overtaking laptop sales and the dot com world.
So what does this mean to traditional marketing companies? A lot. There is an entire new audience out there – one that never visits a website or sits in front of the TV. And there are new technologies for doing things you can only do (or want to do) from a mobile device.
So how do you market for this device? Not by using the traditional dot com approach.
Mobile users want things fast. They want relevant information – not the whole enchilada (or PDF). They want location-aware services that know they are on the move. They want apps that realize they aren’t using a mouse, can’t usually print anything out, may have limited bandwidth and are using a keyboard the size of a credit card. A different approach is needed designing for this medium.