Mobiteam

Mobile networking turn on market

2009-09-21

Growing popularity of mobile social networking is another area of activity for cell phones. Mobile phone transformed into tool of our presence in the world of Facebook, MySpace or Twitter is new source of income and laboratory of new ideas. Will it change mobile market? Marek Radochonski in article published on MobileMarketing.pl tries to answer to that question revealing ways of capitalizing this surprising mobile-social alliance.  

Who wants to log in Facebook using mobile?

Facts speak for itself - social networks are fueling popularity of mobile services. Since the beginning of the year number of Facebook’s mobile users tripled, reaching 65 million (comparing to 300 million of users in general). It isn’t just a temporal fashion but trend, which needs careful examination. Regarding to recent studies, users with impatience expect facilities allowing them constant connection with their virtual alter ego. Study of one of the largest mobile communities in USA, istmy.com, showed that majority of examined respondents (75-80 proc.) would like to have quick link to social networks in their cell phone. Similar conclusions comes from Rapleaf’s studies, company which specializes in information searching in social networks. Analyzing way of how Twitter’s users log in, company revealed that 20% of them use mobile phone for such activity (SMS, mobile internet and free apps on iPhone (TwitterFon) or Blackberry (TwitterBerry). Popularity of social networks is especially observable in Asia (Japan, Korea, China), mainly because of better infrastructure of mobile networks and far more bargain of data transmission prices (3G networks reach 80% of penetration).        

How does giants for that?

Operators, equipment, hardware, software manufacturers and advertisers, and on the other hand social networks, start to see potential of this surprising mobile-social alliance. Facebook Mobile service (mobile communication with website) or Facebook Lite project (faster and lighter portal version) are offer of mobile commitment for members of Facebook family. In turn Facebook Connect, recently offered in mobile version, supplies developers with tool for distribution of social networks, which transforms any mobile version of website in more social network’s friendly. Users can in fast and easy way publish content in their Facebook profile, directly from their mobile phones, and then, automatically using News Feed, to friends. Mobile version of Flickr on iPhone in many language versions was offered recently by Yahoo! Users are able to send pictures and video materials, share them and tag simultaneously staying connected with community of this largest portal focused on pictures in Internet. Also British Orange spot potential of this very little piece of PC world transferred on mobile platform. Operator activated free service Social Life, which allows subscribers log in from mobile phone level to Facebook, MySpace and Bebo simultaneously.   

Socially into ad

Social networks mix not only in cell phones, but also in advertising. In July promotional announcements were 20% of all displayed on-line ads in USA (ComScore). MySpace leads (30 million of displayed ads) with Facebook behind it (26,8 million). MySpace doesn’t avoid ads, yelling banners are standard. Completely different than Facebook, which chose Google AdWords way. Young Internet giant proposed innovative system of rotary ads in link form enriched by pictures. Facebook’s ad could be create, managed and it’s effects could be monitored single-handedly through website. Advertiser is able to, among other features, choose place of ad’s appearance (page, group, event or localization category), precise determine desirable target (for example by age, sex or localization) and targeted it’s appearance (according to key words, education, job place, status or language). Facebook offers not only tools, but also encouraged for activity. Blue Ribbon Award awards in each month the most creative and innovative campaigns in Facebook Word. Marketing potential of Facebook enlarge additional applications, widgets such as Fan Box, thanks to which one could trace activities of chosen user or firm directly on his site. Regarding to extended network of connections between users social networks offer large potential in viral marketing matter. Facebook beating with index of dynamic grow all internet ideas has potential to become the most important virtual society, in case it make use of advantages of mobility, localization in detail.   

Localization

Localization is a thing that could transform nice idea of mobile commitment into clangorous zlotys. Thanks to localization services users are currently informed about events concerning his position. Detailed data about one’s location is automatically downloaded by operators allowing advertisers to personalize announcements. It is easy to imagine applying this solution into social networks. In Nokia smartphones in any moment now application will be sending information about place of mobile phone’s owner appearance straight into Facebook’s status. On the other hand applications on iPhone are designed to shift user directly to his social network’s profile and detect active FB users in his surroundings. “Run application and check which friend is around and by the way, where is nearest McDonald’s or Starbuck’s!”. According to different estimations ad which use localization services (BWCS Consulting and Communications Services Inc.) could lift level of click-through rate 5-10 times. This surprising success of mobile phones and communities alliance in natural way bind Internet with cell phone and create new area of activity for marketers. Thanks to localization services or new form of advertising this potential could be capitalized.  

Marek Radochoński, Chief Commercial Officer in Mobiteam, mobile entertainment provider.

MobileMarketing.pl, 16/09/2009, "Społeczności mobilne nakręcają rynek"