OS Wars

On this blog I haven't talked much about the ongoing battle between Apple's iOS, Google's Andriod and the RIM operating system. But there's much to discuss.

First, check out this chart:



There's definitely a trend here. And Android looks to be the big winner, with RIM the big looser.

RIM is a classic Canadian tech company. Like Corel and Nortel before it, RIM established an early market lead by developing a leading product, only to stagnate and eventually watch helplessly as others passed them by. RIM's Blackberry took advantage of corporate communication budgets to grow the smartphone category within the corporate executive segment. Once it had developed a huge lead, it became an unchangable company, unable to foresee the consumerism of smartphones. Demonstrating this were RIM executives trashing the iPhone when it was first announced, suggesting that it would never be successful.

Now RIM is probably toast. I suspect it will become purchase fodder in the ongoing war between Android and iOS.

Much like Windows and Mac computer systems years ago, the Android (OS available for many hardware devices from different manufacturers) and iOS (Apple software that only works with/included on Apple Hardware) battle will be a very interesting one to watch over the coming years.

I have used both sytems: iOS on the iPhone 4 and the Android powered HTC Desire. They are quite similar and both have some useful features. And the pool of available Android apps is quickly catching up to iOS apps, with Andriod users already having access to more free apps than iOS users.

What about Windows mobile? Barely on the radar screen. I understand the latest Windows Mobile OS is quite good. Unfortunately for Microsoft, it is probably too little, too late. Previous renditions of Windows Mobile were clunky and awkward, and Microsoft has probably been left in the dust, at least for the current generation of mobile devices.

What does this mean for mobile marketers? Well it's important to know what devices and operating systems are being used by consumers. And which ones will be used by them going forward. Also, what are the different demographics of the users of the operating systems? And how is that changing, and at what pace?

Happy New Year

Every year at this time somebody proclaims that this year is going to be The Year of Mobile Marketing.

It's less black-and-white than that. Mobile is gaining ground surely and steadily - a characteristic of something that's going to be around for a while.

So enjoy the new year. We hope it brings prosperity and success. And some more growth in mobile marketing activities.

Where Mobile Cannot Succeed

Mobile cannot solve everything. Witness Hyundai, trying to use mobile to help take their brand upscale. The new model is the Equis, and the concept is that the owners manual is an iPad app. The iPad comes included when you purchase the car.

Neat idea. But there's a problem.

Hyundai makes some pretty nice cars. But they haven't yet overcome a brand image that is left over from when they made some pretty crappy cars. So while a premium car is nice to have, it's going to be difficult for Hyundai to sell. And the iPad and app is nice to have too, but that alone is not going to give Hyundai brand recognition on par with Mercedes Benz.

In fact, even Honda, Toyota and Nissan haven't tried to compete directly with Mercedes Benz. At least not with their primary brand names. It took the launching of Acura and Infiniti and Lexus brand names, with separate dealer networks for them to be able to compete. This is what Hyundai should do.

It's expensive to launch a new brand and a new dealer network. But it's even more expensive to wait for your brand to outgrow something as negative as Hyundai experienced in the 80s. Even though it's already been 20 years, it could take another 20.

I do think that they make some good cars. And I applaud their efforts with the iPad and app. But I don't think that alone is going to make Hyundai the next Mercedes Benz.

How the Mighty Have Fallen

Or, are falling.

Email was, just a short time ago, the primary method for marketers to interact with their consumer on a one-on-one basis.

However, recent research has demonstrated that in most age categories, email usage is on the decline.

So what does that mean? It means that email is starting to take a back seat to texting and social networking. Most especially in the youngest age categories. Instead of kids being cool for having an email address (10 years ago), now they are cool for NOT having one. Email is the new tin-can-with-a-string. And one thing that we know about young people is that over time they get older and move into the primary purchasing age categories.

With the convergence of social networking and the mobile environment (watch for a post on this soon), it means that marketers need to be going mobile.

Mobile Year in Review 2010

Cinqo de iPhone

Recently we reviewed rumours of a new iPad. It seems that a new iPhone is not far behind.

Expected in April or May in the US, the iPhone 5 has reportedly begun production in China. Of course, many will wonder what new features the iPhone 5 will have. Personally, I just want to know how many Gizmodo employees are going to he hanging around bars at closing time in the Cupertino, CA area.

Re-Pad

Apple is consistent with their release of updated items almost exactly 1 year after the last version. Given this, we should expect a new iPad in the spring of 2011.

DigiTimes, a Taiwanese newspaper, recently reported that Foxconn Electronics (a manufacturer for Apple) will begin shipping version two of the iPad in March. Given the recent activities regarding the Samsung (Android) and Blackberry tablets, Apple may be keen to stay competitive in this category.

So what new features will the iPad 2 have? To discuss this, we can review what the first iPad didn't have, primarily a USB port and a camera for video conferencing. What are your thoughts?

Apple has sold over 14 million versions of the original iPad. One wonders how many owners of the current iPad will purchase version 2.

More Location

Back in September I wrote a post about location-based mobile marketing activities. Turns out I'm not the only one who thinks that location offers the greatest opportunities.

Given the nature of mobile devices, especially that they are virtually always on and virtually always with the consumer at the time of purchase decision, location technology is quickly growing into a huge opportunity for marketers.

It seems that the writers at the Mobile Marketing Association have been reading my blog. A recent article by Vanessa Horwell agrees with my thoughts. Entitled Location-based Marketing is Poised for Growth, it predicts that location based marketing activities will grow from this years projected $200 million to a staggering $6 billion in 2015.

The Cellular Phone - the Wave of the Future?

This spot from 1988 is terrific. Most of the predictions are spot on. Enjoy...

Text 313131 SWISS

Swiss Chalet recently launched a mobile coupon promotion. I noticed it advertised on the back of a bus here in Calgary. The headline at the top of the ad proudly pronounced:

Text 313131 SWISS

Huh?

Being rather involved in mobile, I gathered that the coupon could be had by texting 'SWISS' to 313131. But not everybody is going to know this.

It's great that mobile is being tried out by a franchise like Swiss Chalet, and that they are using text-message coupons as an entry point to reach the consumer. But seriously, what were they thinking putting that as the headline?

It's a real shame, because some significant money was probably spent setting up the campaign and even more so promoting this across the country. Some corporate executive, at the end of the campaign, is going to look at the results and conclude that mobile couponing is not effective.

It's a great example of how mobile activities need to be properly supported by other media. And the failure of that media will ensure the failure of the mobile activity.

Another problem: after I sent the keyword to the short code, I got the coupon back from them. Great, now I can go redeem the coupon at Swiss Chalet. But they neglected to ask me permission to send me further coupons, specials and notices. Another waste. The entire point of mobile is to develop two-way, interactive relationships with your consumer via their most-used electronic device.

I didn't have a camera with me, but I'm going to take one with me wherever I go for the rest of the week and try to find a bus with the ad. However, if you see it and send me a photo, I'll be sure to post it up here with proper photo credit.