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DIGITAL INKJanuary 2011

FROM MOBILE ‘BRICKS’, TO FINGER TIPSA TIMELINE FROM NEW TO OLD...

Digital Ink bringing you the implications of the global trends and

developments in mobile marketing

HEY BIG $PENDER...A simple formula to success A look at how websites are designed and the th

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CONTENTS PAGE......

Page 4 - The World in Motion

Page 5 - Top mobile marketing technology trends

Page 7/8 - From Mobile Bricks to Finger Tips

Page 9 - Mobile Technology Timeline

Page 10 - Advertising on a Tablet

Page 11 - Why Take on the Tablet

Page 12 - Main Developers of Mobile Operating

Page 12 - Andriod

Page 13 - Symbian OS

Page 14 - Windows Mobile

Page 16 - Mobile Marketing Techniques

Page 18 - Website Design

Page 19 - The Elements

Page 20 - Samsung Galaxy S Review by Lynne

Page 21 - HTC Desire Review by Zach

Page 22 - Blackberry Review by Hannah

Page 23 - iPhone Review by Josh

Page 24 - Implications for Consumer Brands and What Will

Happen in Five Years Time

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What parts of the world are the most effective when it comes to mobile marketing?

In mobile marketing there is big money to be considered. Different businesses in different countries spend a lot of cash on getting through to consumers and clients. Mobile subscribers surpassed 5 billion in 2010 (which is over 70% of the world population) and currently over 85% of all handsets now have access to the internet.

Companies have seen that this area is constantly growing at a rapid rate and the way marketing is revolutionising the way consumers use their phones. Mobile device sales fell slightly in 2009, while Smart-phones showed strong growth.

The top spender in mobile marketing according to Dentsu is Japan. This is due to the fact that Japan is forefront in the world of technology and have highly developed mobile web. In 2009 Japan spent 1.14 billion dollars on mobile marketing and they have 111 million mobile subscriptions, this goes to show that the expenditure on the marketing is important

and necessary. Mobile Internet Penetration in Japan is more than double the US or top European

countries and mobile expenditure is 15-28% of the global figure.

For More information look at - http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats

Other Facts and Figures show that Asia are set to lead the mobile marketing

expenditure by 2012. Out of all the money spent in the world on mobile marketing, there has been over half spent on Asia. 7.7 billion dollars out 16 billion has been spent there.

For more information look at - http://www.mobilemarketingwatch.com/tag/mobile-marketing-spend/

85% of all handsets have access to the

internet

THE WORLD IN MOTION....

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The top mobile advertising trends are hard to pin point due to the fact that, as Moore’s Law states, technology doubles in power every two years. Companies are always coming up with new ways to use mobile in exciting ways.

When the internet first launched nobody could have dreamt of its potential. Now you can get online at the touch of a button on your mobile device. Some Smartphone providers have now made this even easier with the use of apps. Not only does this make surfing the web easier for users but it also increases the advertising potential for marketers.

Here are some of the mobile technology trends that Mashable (2010) think have potential to keep growing throughout 2011.

SMS is the original mobile marketing tool and statistics show that it is just as important today. SMS is one of the most popular communication methods in the world and should not be ignored.

Textual Ads is an interesting start up with the aim of combining the power of SMS marketing with the targeting capabilities of Facebook profiles, and recently announced a $650K seed round of funding to expand on the concept.

The platform initially launched back in September as a Facebook application that allows marketers to ask fans to opt-in to targeted SMS messages directly from their fan pages. The messages can then be targeted to fans based on their age, gender, country, city, or exact geo-location. Put simply, the platform helps SMBs leverage the treasure trove of profile data housed in Facebook to send highly targeted SMS messages.

Continue reading here: http://www.mobilemarketingwatch.com/textualads-raises-seed-round-for-facebook-based-sms-mobile-marketing-platform-12204/#more-12204

TOP MOBILE MARKETING TECHNOLOGY TRENDS.

CEO of Medialets, Eric Litmen has pointed out

that rich media ads offer more in-app interactivity through video, sound,

gaming etc. He believes that the aesthetic value is an advantage that will attract advertisers and

ad creators. Litmen believes it’s a natural

progression now that the adoption of smart

phones as the device of choice is growing.

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FROM MOBILE ‘BRICKS’ TO FINGER TIPS.

ALL THOSE YEARS AGO ON JANUARY 1ST 1985 ERNIE WISE CREATED HISTORY BY MAKING THE FIRST CELLULAR CALL IN BRITAIN. THE 80’S ‘BRICK’ WAS EXTREMELY EXPENSIVE AND USED ONLY BY CITY TRADERS AND TOP EXECUTIVES. AMERICA IN THE 80’S, A TOP OF THE RANGE PHONE WOULD COST $200, (IN TODAY'S MONEY WOULD BE $486.90).

THE START...The first generation of mobiles (1G) were released to the public in 1983 by Motorola and these first mobile phones used an anolog technology which was not as reliable as the digital technology used in today's mobiles.

BRIEFCASES A STATUS SYMBOL?Mobiles in the 80’s were the size of briefcases and the city traders and executives who used them, used them more for a status symbol rather than taking and making calls.

90’S TAKE OFF. The 90’s introduced 2G technology which meant that the phones would run faster and be the new technology, phone providers were able to make smaller more energy efficient batteries which therefore resulted in smaller handsets. The smaller handsets increased popularity within the public sector and with the top handsets being valued at only $200 with air time the mobile phone industry started to take off. The IBM Simon released in 1994 was way before It’s time. With features such as; touch screen, built in pager, the ability to send and receive faxes. The phone did cost $899 which might have been a reason why it never took off.

SMS1993 was the start of revolution of SMS (text messaging). Despite having the technology there it would be several years until texting actually took off.

FLIPPING TECHNOLOGYThe first flip phone was released in 1996 which had a very successful magazine advertising campaign where the picture of the phone could be ‘punched-out’ to show of the small sleek design. The pleasure of having this phone would have cost you $1,000 leaving a lot people having to fake it by keepingthe cut out version.

NOKIA REVOLUTIONHandsets such as the 3210, 3310, 3330 and the 8210 carried mobile users to the noughties. The technical advances in the 3310 were groundbreaking. Features such as Tri-Band, T9 dictionary, the ability to create your own ringtones and personalise your phone, made it a massive step in technology.

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SAY CHEESE!Camera phones were introduced in Japan in 1997. however the camera was not made for instant photographs but more for peer to peer video. In the early 00’s the world caught on. By 2003, more camera phones were sold worldwide. Half of the world's mobile phones had a built-in camera In 2008.

MEDIA ON MOBILESIn the early 00’s the mobile industry was transformed by 3G technology. The high speed connections enabled the use of streaming live radio and even television.

MUSIC MADIn 2006 Sony Ericson released w850i walkman handset which was aimed as competition to i-pods and other MP3s. The w850i would be your MP3 and phone. The phone was very successful to Sony Erikson and was one of the first phones to have micro SD memory cards.

TOUCH SCREEN LG released the first touch screen handset that become popular. The Chocolate was released in 2006 and had an instant hit. This lead on to other handsets released by LG such as the LG viewty. I had the LG viewty and the touch screen worked extremely well and had a magnificent camera. All in all the viewty would go down as my favourite phone. EVER.

THE WORLD WIDE WEBThe internet on mobile phones nowadays is essential to anyone buying a new handset. Having Google, e-mail, social networking sites etc at the touch of a finger tip is now a necessity in any smart phone. People want to have freedom keep up with e-mails and friends on the move. By having the internet on your phone you can always get breaking news, watch the latest videos on YouTube and listen your favourite songs. And as long as the web carries on developing so will the use of the internet on mobiles.

APPSOLOUTELY MAD Applications are the latest phone fad. Be it games, financial or social everyone is downloading apps. Companies have started using apps as new ways to reach/communicate with their target audience. A good example of this would be the carling app. The carling app was a full pint on your phone and when tipped back the virtual pint would pour away (as if it were being consumed).

Click the Hyperlink below to view the app.!

http://www.carling.com/ipint_details.html

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1983

2011

Motorola release first anolog handset in U.K

1989First mobile advert by Centel.

19931993 text messaging becomes achievable but doesn't catch on.

1996 First flip phone sold in U.K

1997 -2003

Camera phones released in Japan. Lead to being pick in Europe in 2003

2006

Sony Ericsson release a phone with a micro SD card which is aimed to be a phone and MP3.

2006Touch screen phones make a reappearance from 1994.

2007Phones with internet start making real progress especially with Wi-Fi accessibility.

2009Applications made its first appearance on the i-phone and is a growing hit.

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TABLET’S ARE BENEFICIAL FOR PUBLISHERS IN THE FORMS OF NEWSPAPERS, BOOKS AND MAGAZINES. At the moment to qualify as a reader, the publication must have been read or looked at for at least 2 minutes. In fact, publications are read for much longer than this, as the time spent reading data show. As you can guess this is very brief a n d a n y o n e t o l o o k a t a newspaper even if it is just one page coun ts as a reader. Because of the advances in technology by selling copies of a newspaper on an i-pad, media owners will know exactly how long each page has been viewed for. Media owners will now be able price their pages according to factual results showing what pages are the most viewed and thus more likely to reach their target audience. Also with tablets and apps it can become very easy to capture consumer data. Data capture can Become valuable to newspapers and magazines as it will enable them to know what types of papers people read what articles making it easier for brands to advertise to them. “The iPad’s ability to offer video on a large glossy screen offers the advertising industries new opportunities, says Hume.” I for one agree with this. People use iPads to view films and

programmes and the screen quality is perfect to capture the imagina t ion o f your ta rget audience. Also applications are used on iPads so the large screen and detailed picture would be perfect for an app or game made by a company – perfect for spreading brand awareness etc. Pub l i she rs a re deve lop ing advertising models for digital newspapers and magazines, and at the moment there is nothing to determine if a digital ad campaign would be successful.

Apple sold almost 15 million iPads http://techcrunch.com/ (2011) last year.   It is out selling Macs in units, and closing in on revenues.  The 7.3 million iPads sold just in t h e D e c e m b e r q u a r t e r rep resen ted a 75 pe rcen t increase from the September quarter, and the $4.6 billion in revenue represented a 65 percent sequential jump. By any measure, this is an incredible ramp for an entirely new computing product.  It is so startling that nobody predicted it—not bullish Wall Street analysts, or even wild-eyed bloggers. These facts tell me that iPads are great advertising mediums.

ADVERTISING ON A TABLET...

“One sticking point for

publishers has been

whether they will have

direct access to

customer data, which

they would use to sell

renewals or related

magazines and to tell

their advertisers about

their audience. (That is one reason why major

publishers joined a

consortium, announced

in December, that would

offer a storefront for

digital magazines.)”

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T h e t a b l e t i s a c ro s s between a mobile phone and a laptop. It is designed to be taken ‘everywhere’. The iPad had 32-64gb of memory which is a lot of memory. The iPad has it’s very own book shop, called iBook. The 64gb tablet can hold 65,536 books. So these books are eco-friendly and can be used by students, book worms, teachers etc. Basically one iPad could carry every book you would ever want to read. Students could us the tablet to carry all of their text books and use the device as a note book/laptop.

The quote above states that now is the time to be buying such products such as the iPad. Other wise you can be left behind, digitally.I personally believe that iPads are for almost anyone. You can keep all your books, photos, music, apps and much, much more. With all the technology advancement and opportunity in this product the possibilities are endless....

WHY TAKE ON THE TABLETS?

I think that it’s a real possibility that in 10 years,

general purpose computers will be seen as being strictly

for developers and hobbyists. The descendants of the iPhone and iPad and

their competitors will rule the consumer market and

people will embrace the closed nature of these

platforms because what you get for trading off freedom is reduced risk. There will be

few (if any) viruses, and applications will “just work.”

Rafe Colburn

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DUCROHET, X (2010) THE LEAD TECHY AT ANDROID BELIEVES T H AT T H E N E W A N D R O I D SOFTWARE WILL INCLUDES MANY NEW PLATFORM TECHNOLOGIES AND APIS TO HELP DEVELOPERS CREATE GREAT APPS. SOME OF THE HIGHLIGHTS INCLUDE:

Enhancements for game development: To improve overall responsiveness, they have added a new concurrent g a r b a g e c o l l e c t o r a n d opt imized the plat form’s overall event handling. We’ve also given developers native access to more parts of the system by exposing a broad set of native APIs. From native code, applications can now access input and sensor events, EGL/OpenGL ES, OpenSL ES, and assets, as well a new framework for manag ing l i fecyc le and windows. For precise motion processing, developers can use several new sensor types, including gyroscope.

Rich multimedia: T h i s p r o v i d e s a g r e a t multimedia environment for games and other applications, we’ve added support for the new video formats VP8 and WebM, as well as support for AAC and AMR-wideband encoding. The platform also provides new audio effects such as reverb, equalization, headphone virtualization, and bass boost.

New forms of communication: The platform now includes support for front-facing camera, SIP/VOIP, and Near Field Communications (NFC), to let developers include new capabilities in their applications.

Android 2.3 (Gingerbread)

MAIN DEVELOPERS OF MOBILE OPERATING

Advantages Disadvantages

It has been updated and improved at a very fast pace

× The interface is not easy to use ,especially for people who are not technical

The developers are creating some interesting and great apps to rival the likes of Apple

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THE SYMBIAN OS is primarily used on Nokia advanced or data enabled smart phones. Chauhan, M (2010) states that “the new system is more object orientated, and was made to be portable to different architectures and device designs”.

He then goes on to say that “To take advantage of these opportunities, the leaders in the mobile phone industry, including Nokia, Ericsson, Motorola, and Panasonic formed a joint venture, called Symbian, which was to take ownership of and further develop the EPOC operating system core. This new core design was now called Symbian OS”.

Processes & Threads The Symbian is a multitasking and multithreading operating system. Many apps and processes can run together and well as communicate with each other.

Common File System SupportSymbian uses an OS system similar to larger Operating systems. It has a default file system compatible with windows (by default it uses FAT-32 file system). It supports other file system implementations through a plug-in style interface.

NetworkingIn terms of networking the Symbian is excellent. It is able to support communication interfaces such as serial, infrared, and Bluetooth through the use of the TCP/IP networking.

THE SYMBIAN OS

Symbian OS is the leading OS in the smart mobile device market. It owns nearly 67% share of the smart mobile device

market.

Advantages Disadvantages Can multitask easily and efficiently Susceptible to viruses, worms and

other malicious programmes

Its the leading OS mobile system The OS is not available for the PC Users are able to use networking

through the support of communication interfaces

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Productivity enhancements that include updated

Microsoft Office software and persistent memory

storage for more efficient data management; and a

powerful multimedia experience with Windows

Media® Player 10 Mobile and support for hard

drives”. Therefore making it a more sophisticated

piece of software and a more effective OS.

Practically everyone who has used a desktop computer has used some Windows software. As PcWorld (2011) states “ I t doesn' t necessarily translate to Windows Mobile, which is a separate piece of Microsoft software designed for smart phones and PDAs”.

MultimediaBoth the Mobile OS and the Pc OS integrate well together in terms of multimedia. Streaming and downloading video or audio to a Windows Mobile device from the Internet doesn't require any additional software or settings. Windows Mobile can also play WMA and WMV formats, which are commonly used by media companies.

The operating system is extremely fast and reliable as it has already been well established within the OS market.

Since the earlier OS, Microsoft have stated that they have completely redone applications such as: Internet Explorer, email and SMS. Making it much more attractive to the consumers.

Microsoft have recently updated their software.

They state that it is important to “include more

platform flexibility to customize devices and

solutions;

WINDOWS MOBILE

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MOBILE SITES OR MOBILE APPS? The big question for marketers. Should marketers be building mobile sites, mobile apps or both? Where is mobile going? Google seem to be backing the mobile web and search where as Apple are sticking with the app route.

GEO LOCATION has been the talk of the year with a conversation rate of 15%-20% which goes to show that location-based ads can provide value for consumers. However a recent study indicates this year may not be the time to invest ad spend into location based marketing as only 4% of the adult internet users have got a location based service and a lower 1% check in to a location at least once a week.

This is a growing area through and will definitely be a technology to watch out for as like Foursquare get ever more popular.

MOBILE VIDEO is currently not a big focus for advertisers due to many broadband and technology inadequacies acting as barriers. The number of mobile video viewers in the US is set to reach up to 50 million by 2013 and some believe it will by then be a major driver of mobile data usage.

With video taking up a bigger space in the mobile market, advertisers should keep their eyes open for opportunities to try out new and exciting options that mobile video can bring.

QR CODES can either be used natively within Android phones, or a free QR app for the iPhone. All consumers have to do is scan the code then your phone will automatically carry out a predetermined task such as:

• Hotlink the phone’s browser to a URL

• Initiate a phone call;

• Display an image, business card, etc;

• Download a v-card;

• Or display a simple text message, to name a few.

These 2-dimensional bar codes are quickly becoming a rising standard for digital contributions worldwide. Consumers can find them in magazines and newspapers or in some cases on billboards. In the digital space, it’s allowing consumers to support via social media, register for an event, or even develops interesting promotional messages.

Generating these codes can be easy when using a number of free web-based QR code generators available online. This is only a small amount of what QR codes have the potential to bring to mobile marketing. Considering the amazingly fast adoption of smart phones, and the increase of mobile marketing, it’s not unimaginable that QR Codes may soon become a valuable mobile tech-tool. (Matthews, 2010)

MOBILE MARKETING TECHNIQUES

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A SIMPLE FORMULA TO SUCCESS!

W h e n i t c o m e s t o designing a website it is important that It attracts people and tells people what your all about. Making a site easy to use, well designed and conta in ing the r ight information will be a successful asset to any business.

Content vs. Context

The right information needs to be accessible for all users, by having the right context on the site it increases brand awareness and makes people return to the site. There are four key

elements that should be included when designing a site, these are:

High quality content Ease of useQuick to download Updated frequently

‘For me being online is everything. Its my hi-fi, its my source of income, its my supermarket, its my telephone. Its my way in’.

Lynn Holdsworth, screen reader user, Web Developer and Programmer. Source: RNIB (www.rnib.org.uk)

For further reading look at eMarketing eXcellence

WEBSITE DESIGN

WEB

SITE

DES

IGN

= F

UNCT

ION

+ C

ONTE

NT +

FOR

M +

ORG

ANIS

ATIO

N +

INTE

RACT

ION

Getting Personal....

The design of the site and personalisation will help the stickiness of any site. Personalisation allows the user to have custom services through subscriptions with their email, and direct mail to their home. If the website acknowledges the customer when using their site, its shows a sign of respect as their name is remembered. Recognising customers and retaining them will create strong relationships between business and customer.

LOOK AND THE FEEL, A SIMPLE FORMULA

AESTHETICS = GRAPHICS + COLOUR + STYLE + LAYOUT AND TYPOGRAPHY

The book eMarketing eXcellence states that - Effective website design incorportates good form and function.

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Element to Web Design What is it?

Accessibility The Website needs to be accessible to all people. It is a legal requiremement under the disability and discrimination law. Also if people are accessing the site from another device such as a smartphone or tablet, they need to be able to use the site.

User-Centred design and usability

By making the site user friendly visitors can access the information they need with ease. The Three click rule need to be taken into account, a user should be able to get to where they want to be on site within three clicks.

Information architecture and findablility

Clearly labelled headers and navigation would come under this umbrella. The search should be accurate and effective.

Search Engine Optimisation The search engine within the site needs to be accurate again, the relevance of different pages will be unclear if the right pages do not show up.

Web Standards Complying with standards to produce a consistent site that ticks the web standards boxes.

Persuasion to deliver commercial results

The most important information needs to be prioritised for user content. They need to see the information that is important first. Visual Influence and user engagement is important as they will influence people perception of the whole website experience.

Visual Designs The user need to remember the site, it need to have an impact upon them to remember the site and the even more important the brand.

Web Analytics Analysis of a site visitor can help navigation or other issues that the site may need to improve on.

Legal Requirements There are many laws that govern what information that can be put on a website and what restrictions that need to be put in place.

THE ELEMENTS

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MY FAVOURITE.

What can I say, simply amazing. I recently decided to purchase this phone after it was recommended by a friend.

The large 4 inch screen is so attractive and makes using the phone so easy. The multi touch pinch and zoom in and out is extremely fast and smooth. The nine point swipe is so useful when unlocking the phone as no numbers are involved making it more secure.

Camera

The 5 mega pixel camera takes some incredible shoots. The downfall to the camera is that it has no flash, making it harder to take shots in the dark.

However; you are able to stream photos and videos from the Samsung easily to any media device such as computers, and televisions. The best things about this is that no wires are needed, making it an even more convenient gadget.

Android Phone

Being an android phone, the Samsung Galaxy came bundled with loads of Google navigation. I was completely surprised how good it was the first time I used it. It is constantly kept up to date, and so easy and effective to use.

Apps

Already installed is a shortcut called AppBrain. It quickly navigates you the website where you are able to look at various apps available and two talk to each other.

The problem with the apps is that they eat up the memory of the phone. This would be fine if the Samsung could hold them all. But it can’t, the android OS lacks a solid way to navigate with the SD card.

Overall, this is most defiantly the best phone I have ever owned. It both visually pleasing, and easy to navigate. In my opinion it’s just like an iPhone but lighter, prettier, and much more techy.

Galaxy S

A FEW WORDS FROM LYNNE...

SPECPlatform

3G Band: 900 / 1900 / 2100MHz

HSDPA 7.2Mbps / HSUPA 5.76Mbps Data Speed

Android 2.1 (Éclair) OS

DesignFull Touch screen

Battery1500mAh standard battery

capacity

Up to 803 minutes (2G), up to 393 minutes (3G) standard Talk time

Up to 750 hours (2G), up to 576 hours (3G) standard

Standby time

Video720 x 1280

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The most HTC Desired phoneThe Desire won phone of the year in 2010. the judges said “This is the year Android really began to challenge Apple’s supremacy. The Desire is fantastic.”Since HTC and Android got together we have been treated to one classic after another”. The android market is catching up and almost over taking the app store (on the i-phone). The phone runs brilliantly and is always connected to the social networks of your choice. With automatic and manual linking of contacts to Facebook when calling someone you get to see the contacts profile pic status and when their birthday is.

The award HTC won was the T3 award for being the most innovative, functional, visible and stylish gadgets and technology of the past 12 months. This just proves that they are not content with being second place to i-phones and they are trying to find new ways of over taking them as number.

HTC to me are a great company who are not afraid to come up with new ideas and push the boundries. The sleak design is very eye catchy with an under-rated screen saver. By screen saver I mean the slight over lap at the top and bottom of the handset so when dropped the screen will not hit the floor.

The touch screen only responds to fingers and will not slide unlocked or press anything when in your pocket. Not only this but the phone is fast at loading videos, browsing the web and just general use of the phone.

In a non biased view I would say it thoroughly deserved to win phone of the year. I love using it. It does everything I would want it to and then so much more, way more than I could imagine. I recommend the handset to anyone and I will definitely be upgrading to the latest HTC when my contract expires.

AND A FEW MORE FROM ZACH!

Storage

ROM: 512 MBRAM: 576 MB

Expansion slot:

microSD™ memory card (SD 2.0 compatible)

Camera

5 megapixel color camera

Face detection capability Widescreen photo capture

Geotagging

Internet4

3G

GPRS

Wi-Fi™:

Weight

4.76 ounces (135 grams) with battery

Display

Size: 3.7 inches

Resolution: 480 X 800 WVGA

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MY Favourite - Blackberry 8520 Curve Review

I first decided to invest in a Blackberry as I wanted easy access to my email account on the go. For that reason the Blackberry is great, the email feature was easy to set up as you can do it from your laptop or desktop computer and it updates for Blackberry handset automatically.

The handset is lightweight and small in size which also attracted me as handsets seem to be getting larger in size as technology is getting better and better. The QWERTY keypad is a great feature for fast and concise messaging and internet browsing. The internet browser itself is quite fast but the small screen makes it harder to read text on websites with ease.

Blackberry App World seems to be very niche to the business world. They have basic games in their store but some of these will run in the browser even when you have downloaded an app. My primary use for the Blackberry is email and the social media applications.

My Apps

The Blackberry Facebook app is very easy to use for updates and

seeing basic information. Unfortunately you cannot view all notifications on the app such as event invitations so I find myself going to the Facebook site in the browser instead.

Twitter is another good basic application. The feeds are constantly updating making it easy to keep up to date with latest trends on the go. This makes you want to keep checking back. The only downside if as the screen is small you can only view one tweet at a time.

Linkedin is the app for the professional and the app looks very professional. It is easy to navigate with all the links across the top of the screen. The app updates when you enter it so sometimes you have to wait while all the notifications in the feed update which can take a few minutes.

Overall

Overall the Blackberry 8520 is a good basic handset for anyone wanting their first Blackberry. For my next handset I will definitely want to stick to Blackberry but will shop around for a different model with a bigger screen so I can get more use from the great technology that it provides.

WHAT’S HANNAH ON ABOUT?...

SPECSize Dimensions 109 x 60 x 13.9

mm Weight 106 g

Screen Size 320 x 240 pixels, 2.46 inches

Full QWERTY keyboardTouch-sensitive optical trackpad

Internal memory 256 MB Card slot microSD, up to 32GB

WLAN Wi-Fi 802.11b/g Bluetooth Yes, v2.0 with A2DP

Camera Primary 2 MP, 1600x1200 pixels

Features OS BlackBerry OS CPU 512MHz processor

Messaging SMS (threaded view), MMS, Email, IM

Browser HTML Games Yes + downloadable

Java Enabled

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BRINGING IT HOME WITH THE IPHONE

I’ve had an iPhone now for

about 2-3 years and it still amazes

me to this date. The the whole

look and feel of the phone just

screams out quality and

originality. As soon as the first

iPhone was released other

phones such as the HTC or

Galaxy have caught on and

‘copied’ the iPhone in my eyes.

My Apps

My iPhone filled with over 3

GB worth of Apps, I cant get

enough of them. So heres a few

that I use on a day to day basis

and if you don’t have them, you

NEED to get them!

First we have Angry Birds. This game is brilliantly addictive,

by ‘launching’ birds into pigs (a

simplified description) you can

have hours of fun with this app. Im

a social guy so thats why I have

the Facebook app, having social

media at your finger tips and on

the go is really good! Another app

if your looking to safe money

would be VIBER. This app allows other VIBER members to call each

other for free, and get this, the

app is completely free. Win win.

Im not doing the App store

any justice here, I’ve barely

scratched the surface on the

sheer amount of apps that are

available. Apple are coming up to

10 billion app downloads, lets just

say they must be doing

something right.

Overall the Iphone is at the forefront or innovation and

technology. Apple are still

stunning their customers with new

technology and new products

such as the iPad, the new

MacBook Air and the new Snow

Leopard operating system. I’ve

never had any trouble with this

phone and Im sure I never will, its

not just an iPhone its a way of life!

WORDS OF WISDOM.

Size and weightHeight:

4.5 inches (115.5 mm)Width:

2.4 inches (62.1 mm)Depth:

0.48 inch (12.3 mm)Weight:

4.8 ounces (135 grams)

Capacity8GB flash drive

Camera, photos, and video

Video recording, VGA up to 30 frames per second with

audio

3-megapixel still camera

Tap to focus

Photo and video geotagging

SPEC

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ImplicationsIt seems as though technology is at its peek but it is only just beginning. Brands need to keep up with this technology growth otherwise they will get left behind. It is expensive to keep up to date with the consumer technologies trends and it seems that only the companies that are willing to invest are going to stand out from the crowd. Brands will need to keep this in mind to create no more than 2 years plans due to the rate of the growth of new and exciting trends.

With everything going online, it seems obvious, but more brands with need to pick up the pace with there web presence. Online stores will have to get faster to browse and quicker to buy and will need to be mobile web compatible. All

brands will need to consider social media as it is becoming more popular for consumers t o g a i n c u s t o m e r service through the likes of Facebook and Twitter. Mobile marketing technologies can provide easy and cost effective ways for brands to engage with the public whether through social media, SMS or Email.

In Five Years Time...

Within the last 10 years the use of mobile marketing has dramatically grown due to advances in technology. The BBC believe within the next 5 years the following things will happen...

Gurley, Will (2010) from the BBC states that “stripping away technology and making your

mobile phone more personal. You can chose a clear perspex case and put in it items that are individual and personal. Alternatively, you can buy attachments that say something about you, like a harmonica or a chess game”.

IMPLICATIONS FOR CONSUMER BRANDS, AND WHAT WILL HAPPEN IN FIVE YEARS TIME?

THE TEAM...

JOSHUA DEAN - 21000923

HANNAH HOLT - 20925573

ZACH SULLEY - 20915479

LYNNE CARTER - 20903304

DIGITAL INK.Bucks new uni, High Wycombe

5http://news.bbc.co.uk/1/shared/spl/hi/pop_ups/06/magazine_future_of_mobile/html/3.stm

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February

NEXT TIME IN THE DIGITAL INK MAGAZINE

REAL LIFE EXAMPLES OF DIGITAL MARKETING

GUEST INTERVIEW

COMPETITIONS

S T R A T E G I C UNDERSTANDING

More Information to come on marketing communications.

NEXT

EDIT

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