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BizReport : Mobile Marketing : March 03, 2011

Mobile on the move but are brands moving along?

Mobile is moving. With the release of the iPad and Samsung's Tab tablets, the expansion of iPhone's availability and new smartphone devices from nearly every mobile brand, consumers are converting to smartphones and mobile devices while at the same time increasing the amount of time spent on these devices.

by Kristina Knight

According to a new Chetan Sharma report, mobile data revenue should push another 22% in 2011 as more consumers convert to smartphones and buy their first tablet devices. Mobile data revenue is expected to reach $67 billion this year. In 2010 mobile data revenue increased 23% to reach $55 billion. Also, 2010 marked the first time that the purchasing of mobile devices, including e-readers, out-paced computer sales.

Meanwhile, a new eMarketer forecast suggests that US mobile ad spending will to $1.1 billion this year.

A new forecast from In-Stat predicts that tablet shipments will push past 58 million units by 2014, thanks to updated versions of iPad and other tablet releases, including Samsung's Tab device. As consumers catch on to what tablets offer - connectivity to work, home, information - researchers believe they will buy and upgrade rapidly, as they have done thus far with smartphones. They also point to the emergences of new tablet-centric apps, which give users are more in-depth experience.

"The commercial market...represents a potential revenue opportunity for tablet OEMs. Usage models and user requirements will differ in the commercial market, but as the overall tablet market becomes more defined over the next year, the opportunities for tablets within business markets will become more apparent," said Jim McGregor, Chief Technology Strategist with In-Stat.

Other, more immersive apps and destination points will help mobile push mobile usage. Apps like the to-be-released From the Edge, from The Weather Channel, are expected to engage consumers at a more deeper level, keeping them on-line in the mobile space for longer stretches. The more unique apps are expected to tie together multiple platforms - the iPad to the iPod Touch or iPhone, for example, keeping consumers in contact with content, and that may also keep into engaged with advertisers.

One recent Weather Channel-based Dunkin' Donuts campaign, for example, gave users location-based weather updates and at the same time served information on the nearest retail Dunkin' Donuts location.

Thus far, primarily big-name brands have followed into the mobile space because of the lack of hard numbers about mobile ROI, but smaller brands are taking note of mobile happenings and will be close behind

Tags: appvertising, Chetan Sharma, In-Stat, mobile content, mobile marketing, smartphones, tablets, The Weather Channel

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