Mobileis positioned to be
the dominant channelfor both internal and externalcorporate communications.
Fortune 50 Use of Mobile
of Fortune 50 companies have a mobile website or
application…
62%
of those with a mobile presence make
it readily known on their websites
39%…but only
38% of the Fortune 50 havemobile-optimized websites
Mobile-Optimized Websites
B2B-oriented organizations can also benefit from maintaining mobile-optimized websites.
Dow Chemical’s mobile website is targeted specifically to investor relations,
with information and optionsthat are relevant to
on-the-go shareholders.
Costco’s mobile website enables simplified browsing
which is conducive to a mobile-sized screen. Users can make purchases, initiate and
renew memberships and sign up for text message alerts on the mobile website.
State Farm’s allows consumers to get insurance quotes,
report accidents and locate repair facilities easily
from it’s mobile-optimized home page.
Mobile Applications
58%of Fortune 50
corporations have mobile applications
15%
19%28% 30%
I’m catching
you!
17%change*
Microsoft Windows
Mobile
AndroidiPhone RIM
Blackberry
-6%change*
533%change*
Market Share Q3
2010-19%
change*
While the Android’s market share is quickly catching up to that of the iPhone and
Blackberry, companies are still focused on building
apps for the iPhone.
*Market share increase, Q3 2009 v. Q3 2010, Nielsen
*83% of iPhone apps are also iPad compatible
Fortune 50 Companies with Mobile Applications
Transactions, Not Just Information
Walgreens allows customers to refill prescriptions by scanning the barcode with their smartphones.
Home Depot enables shopping via mobile.
Bank of America lets customers transfer funds and pay bills with
their smartphones.
43%of companies’ mobile
websites/apps allow for transactions/interaction
with stakeholders.
Walmart sends alerts about promotions and notifications about
photo/prescription pick-up
Johnson & Johnson’s text4baby provides timely updates to
promote moms’ and babies’ health
SMS/Text Message Marketing
Target sends text alerts that include bar codes for
redeeming promotions.
of Fortune 50 companies use
SMS/text messaging
…but only
of adults useSMS/text messaging
70% 22%
To use a QR code, download a QR code reader to your
smartphone and scan the two-dimensional image below. This QR code will take you to the Burson-Marsteller Blog.
*QR codes are two-dimensional barcodes that are encrypted with information. Consumers scan the codes with mobile phones and in return receive any
information ranging from photos to product data.
Fortune 50 companies that use QR codes often include them in ads
to deliver additional content to a stakeholder’s smartphone.
Take a Picture: QR Codes
of Fortune 50 companies are using
QR codes* Verizon used QR codes to promote applications using the DROID.
Bill KempU.S. Digital Chair
212.614.4909
B.L. OchmanManaging Director, Emerging Media
212.614.4984
Chris GeeManaging Director, Digital Media
212.614.5093
Zach AmbroseManager, Digital Media
212.614.4119
Methodology
The Burson-Marsteller & Proof research teams looked at the Fortune 50
corporations’ use of mobile tools and communications, including
optimized mobile website presence and application deployment on the
Android, BlackBerry, iPhone and iPad. The team also examined the
companies’ communication of mobile activities and SMS programs, as
well as the companies’ use of QR codes. Data was collected between
October 25 and November 5, 2010.
Dip Your Toe in the Mobile Waters by Developing a Mobile-Optimized Website:
Our State of Mobile Communications research showed that one-half of U.S. adults will have a smartphone by 2011. Businesses that are not interacting with stakeholders via mobile are missing a huge opportunity to connect.
Do More Than Push Out Your Same, Tired Content:Mobile includes voice, images and video – not just words. Deliver location-based content and enable transactions that are unique to mobile. Take advantage of the fact that you can reach stakeholders anytime and anywhere.
If You’ve Got It, Flaunt It:Once you have a mobile presence, let everyone know. Advertise it on your homepage and tell stakeholders via email. Anywhere you mention your social media presence, make sure your mobile offerings are mentioned also.
Mobilize!
Other Burson-Marsteller/Proof Digital Research:
• The State of Mobile Communications
• Fortune Global 100 Social Media Study
• Asia Pacific Social Media Check-up
• Latin America Social Media Check-up
• U.S. Advocacy Groups' Use of Twitter
@BMGlobalNews
@ProofTweets