Top Mobile Applications and Services for Engaging Customers

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Gartner expects mobile social networks to reach mainstream adoption in less than two years, attracting one billion users by 2014. According to Gartner surveys, 15 percent of mobile phone users access social networking sites via their phones. However, the market is crowded, and by 2015, the pure-play, mobile social-networking market will likely consolidate around five or fewer players. Mobile social networking is likely to affect many vertical sectors, particularly for companies that interact with large communities — such as in the retail, education, health care and government sectors — or that have a large, distributed client-facing work force — such as in the pharmaceutical, transportation and utility sectors. These vertical markets and their memberships can be sources of important contextual data. 

Mobile social networks, mobile applications stores and location-based services will be three of the highest value mobile services to reach widespread adoption in the next two years, according to Gartner, Inc. Digital marketing leaders who do not yet have strategies in place to exploit these opportunities need to take steps to develop them now. 

Gartner also expects mobile advertising to reach mainstream in the next two to five years, and digital marketers should keep a watchful eye on three key technologies in this field: bar code marketing, mobile coupons and augmented reality. 

"Consumer services and applications that consumers use when online — whether they're on the move, at work or at home — involve various devices which are often used interchangeably for common uses such as streaming video, shopping, banking or engaging social networks," said Sandy Shen, research director at Gartner. "Understanding how consumers are using these devices is an important element of understanding mobile's benefits and risks. Mobile technology is the vehicle of immediacy, putting mobile marketers in the critical position of being masters of timing — knowing when and how to drop the right offer at the right time." 

 

Related Topics : In Their Own Words: The Four Dark Horses for the Third Major Mobile OS Speak, HTC, Mobile Search, 3G, Location-Based Services

 
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