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Wednesday, January 23, 2013

Retailers expected to spend £35 billion on mobile marketing in 2015

A new report from Juniper Research expects the amount of money spent on mobile marketing by retailers will reach $55 billion per year (£35 billion) by 2015, which is almost double the $28 billion spend expected this year.

It says that the adoption of tablet devices has created new opportunities for brands that want to increase their engagement with consumers. Advertising on tablets and smartphones is now showing strong growth, with retailers in North America and Western Europe moving their general ad spending towards online ads - and to mobile in particular. Mobile social networks such as Foursquare and Facebook are being adopted as well.

In addition, electronic coupons on mobile phones are being used by many shops to drive footfall. Other technologies including augmented reality and NFC are also being integrated into in-store retail strategies.

Yet, despite this enthusiasm for mobile technology in the retail environment, a significant number of retailers still haven’t optimised their sites for mobile devices.

Dr Windsor Holden, Research Director at Juniper Research and author of the report, said “If retailers truly want to maximise the mobile monetisation opportunity, then optimisation is critical. If you are using mobile advertising for consumer acquisition, you need to push users to a site with which they can comfortably interact; retailers that fail to respond to consumer demand will fall behind.”

[Whitepaper; report]

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Opinion Articles

Why the cloud will kill SMS text messages... eventually

Mark Bridge writes:

This week my lovely wife made a rare error in leaving her mobile phone behind when she left the house. Fortunately I was working at home, so I was able to answer her calls and relay her messages. But it got me thinking. What were the alternatives?

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This week at The Fonecast: 1st May 2011

Mark Bridge writes:

We've had another short working week here in the UK... although not necessarily if you're working in retail. The reason for that shortness was a combination of Easter Monday and the Royal Wedding – an event that was rumoured to have its own mobile phone jammer.

As well as having another short week, we've also had another week of financial figures.

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This week at The Fonecast: 23rd April 2011

Mark Bridge writes:

It’s Easter, but that’s not stopped the mobile phone industry from generating plenty of news stories.

Let’s start with partnerships. Deutsche Telekom and France Telecom - which already work together as Everything Everywhere in the UK – have now agreed to combine their procurement activities for customer equipment, network equipment, service platforms and IT infrastructure. Yes, even these two telecoms giants can save money with group buying!

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Exactly how boring is the Samsung Galaxy II S?

Mark Bridge writes:

In July last year I wrote about the 'geek porn' of unboxing being taken to a new level with celebrity unboxing (which sounds rather like a challenge from a reality TV show).

Sony Ericsson had persuaded Maria Sharapova to give her first impressions of the X10 Mini Pro. The end result was entertaining, if not insightful.

And now Samsung have added a new facet to the trend with 'extreme unboxing'.

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This week at The Fonecast: 16th April 2011

Mark Bridge writes:

We started this week with a story that grabbed plenty of attention. It was a report from Billmonitor.com that claimed we in the UK were wasting almost £5 billion every year by choosing the wrong mobile tariffs. Although I remained a little cynical about some of the detail, there's no doubt that many consumers could be better off if they switched tariff - or even network.

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Recent Podcasts

Reviewing our 2015 mobile industry predictions... and looking forward to 2016

Podcast - 15th January 2016

Iain Graham, James Rosewell and Mark Bridge return to review their mobile industry predictions from last year. Which mergers, partnerships and developments did they forecast correctly... and which didn’t work out as planned?

Later in the programme, the team anticipates some of the topics that will be hitting the headlines during 2016.

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Podcast from Mobile World Congress 2015

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They talk about wearable devices, wireless charging, mobile operating systems and much more... including some of their favourite products from the exhibition.

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We're taking a look back at the biggest mobile industry news stories from February 2015, including allegations that the UK's security service tried to breach SIM card security by hacking into one of the world's biggest SIM producers.

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Interview with Chris Millington of Doro about mobile retailing, wearables and technology for older consumers

Podcast - 24th February 2015

In today's programme Mark Bridge talks to Chris Millington, who's Managing Director for Doro UK and Ireland.

They discuss the state of mobile retailing in the UK, the future of wearable devices and - as you might expect - smartphones for seniors.

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A month of mobile: O2 counts on 3, Microsoft counts to 10 and Apple counts its profits

Podcast - 30th January 2015

We're back with a month of mobile industry news, including takeover talks and takeover rumours. O2 and Three are said to be discussing a merger... but is there any truth in the suggestions that BlackBerry could be up for grabs?

We also discuss Apple's record-breaking quarterly figures, the highlights of CES and the launch of Microsoft Windows 10, as well as saying farewell to the current version of Google Glass.

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