Mobext Releases Global Mobile Insight

Analysis Finds US Market Closing Gap in Mobile Technology Adoption, Primed for Surge in Mobile Marketing Opportunities

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SMS/MMS, Location-Based Marketing, Mobile Web and Branded Content Key Pillars for Mobile Marketing Growth ~


July 29, 2009 – In a report released today by leading mobile marketing specialist Mobext (www.mobext.com), part of Havas Digital, new analysis finds that the US mobile services market has accelerated quickly and has now nearly caught up with traditional leaders Asia and Europe in terms of consumers’ mobile habits and available technologies, laying the groundwork for a surge in mobile marketing opportunities.

Given consumers’ rapid adoption of the mobile platform and the ensuing growth of the mobile marketing industry at-large, Mobext’s Global Mobile Insight identifies four key pillars - SMS/MMS messaging, location-based marketing, the Mobile Web and branded content – that will be increasingly important channels for marketers to consider as part of their overall marketing mix.

“As advanced mobile devices – particularly the iPhone – continue to gain market share and traction with mainstream consumers, a brand’s mobile presence and marketing efforts will be a critical part of its overall marketing strategy,” said Phuc Truong, US Managing Director of Mobext.

Other key findings include:

Japan’s booming mobile commerce landscape demonstrates the potential future of the retail market for the rest of the world. Shopping online via mobile devices is already a mainstream activity in Japan; eMarketer states that Japan’s m-commerce is expected to grow 45 percent to USD$ 26 billion in 2011, compared to 2007.

A brand’s digital communications should be tailored to mobile’s ‘on-the-go’ mentality; mobile’s smaller screen space, utility and simplistic scrolling vs. a traditional mouse should be considered.

Mobile video/TV applications will take some time to reach critical mass, but will gain popularity in years to come. However, given bandwidth costs and a limited viewing au¬dience, ad-supported models are unlikely to be sustainable in the near term.