Mobile's Global Revolution
In recent years, the mobile revolution has been winning the West (well, let's be honest, the North, East and South in no small measures as well) as the spread of smartphone devices has become more popularized and affordable. Whereas barely a decade ago the term "BlackBerry" was mainly associated with fruit. Times have changed, and mobile marketing has become a promotional practice with outstanding reach and potential.
Why aren't we singing an anthem about how big mobile is? We all know it's here, huge and happening. We all know that it will substantiate and take up an even larger share of the communications market in the years to come. Instead of buffing up mobile's halo, let's take a look at the brass tacks of where mobile email marketing currently stands.
For many mobile web users, especially in developing nations, getting online on their phone is their first and primary exposure to the internet. These users consume the mobile web in a very different manner than traditional web users. They have a far greater sense of urgency and necessity for specific information.
A mobile site has the potential to reach a much larger audience than a traditional website. There are now far more mobile-connected people than there are personal desktop-connected people. In India, for example, there are over 50 million PC-connected internet users compared to a potential 500 million mobile phone users. If these users aren't currently connected to the internet, they will be within the next upgrade cycle. As mobile technology improves and becomes cheaper, the entry level baseline is moving closer and closer to an internet-ready smartphone standard.
We're seeing consolidation of mobile email in emerging markets, and the rest of the world for that matter, taking place in a very corporeal way. In Johannesburg, South Africa, the BlackBerry recently took top honors in both the "Coolest Cellphone" and "Coolest High-Tech Gadget" categories at the seventh annual Generation Next 2011 Brand Survey awards. Furthermore, it roped in other titles like "Coolest Brand Overall" and had its BlackBerry Messenger feature named the "Best Cellphone Application" via consumer polls that were conducted by HDI Youth Marketers.