With the start of the New Year, Google has introduced a new touchscreen phone called Nexus One to rival Apple’s iPhone. Built by HTC, the device has a 3.7 inch screen and runs the latest version of Google’s Android. Unlike the iPhone, which is only available on the AT&T Network, Google is looking to offer the phone directly to consumers and provide service on multiple phone carriers including Verizon, Vodafone and T-Mobile.
The Nexus One is Google’s latest move to retain its role as a leader in the technology industry and keep its lead as the web goes mobile. In a survey performed in October and November of 2009 by Forrester Research, it was reported that 17 percent of US adults used a smartphone in 2009, up from 11 percent in 2008 and 7 percent in 2007. Smartphones are one of the hottest growth sectors in the economy and smartphone usage is believed to continue to grow.
The release of the Nexus One pushes the limits of mobile phone capability and opens the door to advancing mobile technology and advertising. According to the Mobile Marketing Association, 2009 was the “Year of Mobile”, and 2010 will have brands focusing on increasing their digital media spending on mobile “to further capitalize on this truly personal consumer medium.”
Based on observed consumer behaviors, advertiser and industry data, surveys, technology and device trends, as well as campaign analysis pulled from their network, the Mobile Marketing Association put together a list of predictions they foresee happening this year. Some highlights include:
- The U.S. Mobile Web will reach nearly 100M unique users per month in 2010
- New entrants to the mobile market will emerge. More than 25% of brands anticipate spending greater than $5M on mobile advertising in 2010.
- Demand will exceed supply in some areas such as pre-roll and other advanced mobile video advertising solutions, while supply will exceed demand in application mobile advertising.
At the end of the day, it is important for a brand to understand how its consumer consumes media and to work with an expert in the industry who can recommend strategies to start integrating these new mediums into a successful media campaign.