Mary Meeker: Mobile innovation will leave desktop web in the dust

Mary Meeker, an analyst with Morgan Stanley who’s an expert on Internet and mobile trends, gave a fast-paced talk at Google’s headquarters in Mountain View, Calif. It was packed with more points and more data than I can cover in a short post, but the big point was that the mobile internet is taking off — just like the desktop internet a decade or so ago, but much faster.

Meeker was speaking at Atmosphere, a conference that Google is hosting for chief information officers, so she concluded by offering four big ideas for CIOs:

1. “The desktop internet ramp was just a warm-up act for what we’re seeing happen on the mobile internet.”
2. The pace of mobile innovation is “unprecedented, I think, in world history.”
3. Consumer companies are taking the lead over enterprise companies.
4. “It’s more important than ever to listen to employees” about where to take your IT department.

Making a Business Case for Mobile Marketing

By Bryce Marshall,
Chief Marketeer

Mobile marketing creates opportunities for timely and intimate consumer experiences, but is often poorly understood. And unlike online tactics like search, email, and social marketing, few brands have dollars set aside for mobile development, meaning business cases and ROI models must be cemented upfront. The good news is consumers are already mobile. Hundreds of millions of North American consumers are engaged with their mobile devices.

Many marketers are overwhelmed by the technologies and terminology that fall under "mobile." However, the foundational components of mobile marketing are straightforward, support core marketing and communications programs, and deliver clear and measurable outcomes.

Here are a few tips for making a mobile business case:

The Foundation

1. Text Messaging (SMS)

7 tips from Yahoo's mobile strategy

Mobile Marketer's Dan Butcher interviewed David Katz, vice president of North America at Yahoo Mobile, who revealed part of Yahoo's strategy for mobile. Below are some mobile tips from the conversation.

1. Pitch cross-platform buys: Most of the RFPs that Yahoo sees have mobile.
2. Assemble an integrated sales force: People that sell PC ads sell mobile ads.
3. Have a mobile specialist sales force but don't force advertisers to deal with multiple sales people to buy mobile.
4. Local is huge, use it: Mobile search results blocks away from you at a time of day.
5. Be platform agnostic: Go where users go.
6. Offer rich-media: Advertisers love ads like expanding ad units and mobile video.
7. Partner with local sales forces: Interface with local merchants.

Read the full story here.

AdMob: Android is the fastest growing operating system

According from the latest report from AdMob, the Android operating system was the fastest growing year-over-year. Android's share of smartphone requests increased from 2% in February 2009 to 24% in February 2010.

Gizmodo confims that AdMob sees "a predictable continuation of what we'd seen before from the ad tracking firm—specifically, that Android is on a serious tear, thanks in no small part to the massive success of the Droid. But before, the iPhone seemed unassailable. Now, it's about to get trumped by Google's OS, on terms it defined. In the US, that is. The rest of the world's still warming to Android."

For this month's report, AdMob separate the traffic in our network into three categories – smartphones, feature phones, and mobile Internet devices – to examine the growth rates of

The Small Business Guide to Google Apps

By Matt Silverman, From Mashable

Google Apps for business has a number of benefits over traditional business IT and desktop software. Using the full suite essentially places all of your data and entire workflow in the cloud, meaning you can access it all anywhere, any time, from any Internet connection.

At $50 per year per user, the fully integrated apps system is certainly cost-effective, and even adding the free versions of Gmail, Calendar, and Google Docs into your workflow can keep your employees coordinated.

For more casual users, or even those who might not be acquainted with Google Apps, here’s a guide to how the software can benefit your small business.

Read the full article here.

Can't build your own iPad app? Zinio does it for you

From Read Write Web, by Sarah Perez

For publishers big and small who, for whatever reason, can't or don't want to build their own iPad or tablet application in-house, digital magazine distributor Zinio will be introducing an iPad application which provides readers with easy access to digital subscriptions and an online "newsstand." The company, which has been around for a decade now, got started by offering magazine reader software for desktop computers. Now that the mobile revolution has taken hold, Zinio has expanded their offerings to include subscription and reading experiences for magazine customers which are accessible no matter what device you use: Mac, PC, iPhone, web or mobile web and soon, iPad, plus - who knows? - maybe one day Kindle, too. Zinio's goal is to make it simple for publishers to get their content out there on any form factor, screen size or platform.

9 Killer Tips for Location-Based Marketing

From Mashable, by Shane Snow.

Social networking has finally become something valuable for brick-and-mortar businesses. Smartphones and location-based social networks allow users to interact, share, meet up, and recommend places based on their physical coordinates. This real-world connection to social media can mean more foot traffic and profits for business owners.

So-called “lo-so” networks like Foursquare, Loopt, and Gowalla enable any business with a physical location to not only communicate with customers online, but actually get more of them to walk in the door — and that’s exciting.

The question any brick-and-mortar business owner should be asking him or herself is no longer “Should I use lo-so networks?” It’s “How do I do it?” The following tips are essential to getting started.

Read the full article.

Android users get Buzz widget from Google

From the Google Mobile Blog

What many Android and Buzz users were waiting for: Google released a Google Buzz widget for Android phones that lets you post text and photos with a single tap. Like other mobile access points for Google Buzz, the widget lets you choose to tag your post with the location or place from which it was posted.

Should media companies charge for content?

By Emilio Castellanos

To charge or not to charge for access to proprietary content online is an old idea based on a new media paradigm. The paywall has been highly debated, tested, embraced and forfeited over and over again but media companies are not asking the right question.

The bigger issue with monetization is that media companies have failed to react to the changes that have taken place in the ecosystem and still insist in serving controlled content online as gatekeepers. Media companies need to be asking questions about structure, portability, business focus and models to become more flexible, accommodate user preferences, identify emerging trends and then avidly follow them.


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