Many of today’s business people may remember early cell phones. They were
heavy, bulky devices that worked only in your car – and then only
sporadically, since there were more holes in coverage than there was
coverage itself. Boy, have we come a long way. Today’s phones are
lightweight, pocket sized, and calling them mere phones seems like an
understatement of great proportions.
Today’s cell phones provide us regular wireless phone service, allow us quick
text messaging, display our emails, provide gaming and surf the internet.
Many also offer push to talk capability to reduce our costs in talking to those
whom we chat with frequently. All in all, our cell phones have become a
business necessity – serving our needs far beyond verbal communication.
Most of us take our wireless devices with us everywhere.
And, what’s even more exciting about how the extent to which wireless
phone capabilities have increased is the fact that the cost of purchasing a cell
phone and of paying for service has not risen dramatically enough over the
years to deter business people or consumers. Today, nearly everyone has a
cell phone – even children. Industry experts estimate that cell phone
penetration has reached nearly 100% in the United States.
Wireless companies have created packages aimed at businesses to ensure
that a company is willing to pay for phones for nearly every employee. And,
family plans have made equipping every member of the family, right down to
the elementary age child, affordable. In fact, today many families have
foregone the landline home phone entirely in favor of a cell phone for every
family member with a rate plan that allows them unlimited calling to every
member of the family. In addition, wireless carriers have made “unlimitedtexting” plans so affordable that these are purchased by most business and
consumer users.
Finally, the newest generation of phones, “smart phones” are a revolution in
themselves. These phones have richer displays and are designed with more
of a browser in mind. They also can support many different applications.
There are applications available today, and you can bet that many more are
in development. So, if you haven’t considered advertising your business via
wireless devices, now’s the time. In short, cell phones are the perfect new
advertising vehicle because:
Nearly everyone carries a cell phone
Many users subscribe to text messaging and internet
There are a wide variety of additional applications that can be used
for advertisers
If you haven’t yet thought about advertising your business via your
customers’ wireless devices, this book can help you get started. In the next
chapters, we’ll explore the possibilities of advertising on mobile phones more
in depth. We’ll examine the new face of the technologically savvy business
user as well as look at companies that have already begun to use wireless
advertising strategies to their advantage. You’re sure to come away with
many new ideas to help improve your connection with your customers.
2
THE NEW GENERATION OF
WIRELESS
Before we begin discussing the advertising capabilities available on today’s
wireless networks, it’s important to have an understanding of the new
wireless networks and devices that make all these great applications and
features possible.
THE 3G NETWORK
3G refers to the third generation in wireless technology. This is the
technology behind the new mobile phones designed to offer more features.
Rather than just voice capability, 3G networks can offer video calling and
broadband wireless data. With 3G service, you can listen to streaming audio,
watch streaming video, answer emails, surf the net and play games in 3-D.
And, all these data capabilities come at speeds you’ve come to expect on
your home computer.
The standards for defining just what constitutes a 3G network were created
and are maintained by the International Telecommunications Union (ITU)
under the IMT-2000 standards. Today, a group called the Third Generation
Partnership Project (3GPP) continues to maintain the definition of mobile
systems that meet the IMT-2000 standards. This is referred to as Universal
Mobile Telecommunications Systems, or UMTS. This definition of 3G has been
rolled out over networks existing GSM (Global System for Mobile) networks.
HOW IS A 3G NETWORK DIFFERNT?
The overall premise that allows 3G networks to offer more services than
traditional wireless networks is the fact that 3G technology uses the existing
radio spectrum on which it operates more efficiently, so that each service
uses fewer of the available radio waves. When each service needs fewer
waves, more services can be offered simultaneously. It is this efficient use of
the frequencies that has allowed what was once a simple voice only wireless
network to evolve into being able to offer internet and other data services.
3G networks also offer greater security than legacy wireless systems because
users authenticate to the network upon registration.
For wireless data capabilities (internet and email), 3G networks use High
Speed Packet Access (HSPA). HSPA increases performance on the network by
using improved modulation schemes and by refining the protocols by which
handsets and base stations communicate. Under HSPA, 3G networks can
offer data delivery speeds that are comparable to high speed internet access
on your home computer.
There’s been press about 3G for years, though the first true 3G network was
launched in Japan in 2001. 3G didn’t become a reality in the US until 2003,
when Verizon launched their network. Before Verizon, Monet Mobile Networks
had attempted a 3G network but had to shut down operations. Verizon’s
network has grown steadily since its launch. Today, in addition to Verizon,
3G services are offered by AT&T, Sprint/Nextel and T-Mobile.
One of the biggest issues surrounding the launch of 3G services in the US
revolved around the need for users to roam onto 2G networks in order to
allow them at least basic voice service in areas where 3G is not available.
This issue has caused mobile phones to be larger than 3G required, so that
they could operate on 2G networks and 3G networks. As 3G technology has
become available in more places, this becomes less of an issue. But, even
today, many of the 3G carriers offer 3G services only in large metropolitan
areas.
3G services require compatible user equipment. These 3G wireless devices
are designed to house the features offered by the 3G network. These new
phones offer many features and capabilities never before available on
wireless phones.
APPLE'S IPHONE
Apple’s iPhone offers a combination of wireless phone and their popular iPod
MP3 player. With this combination device, you no longer need a separate
phone and MP3 device. In addition to calling capabilities and music storage
and listening, the iPhone also provides access to AT&T’s 3G wireless services.With the iPhone, you can surf the web, read your email, watch videos, and
purchase new MP3’s. This phone offers a web browser that is comparable to
that of your desktop. It also offers GPS capabilities through its maps.
Working like a typical separate GPS device, you can map your route, get
directions and track your progress and expected arrival time while you’re
along your route.
Via “push email” technology, your iPhone will allow you to get your email and
use your Outlook calendar just as if you were sitting at your desk. You can
also download a variety of applications, like Twitter and 3D games.
SMARTPHONES
Basically, other 3G phones are referred to collectively as “smartphones”.
They combine wireless phone capability with that of a PDA (Personal Digital
Assistant). PDA’s are small, lightweight, handheld computers that allow users
to get email and surf the web. Your PDA is periodically “synched” with your
home or business computer and is considered a “portable” version of your
desktop.
Of course, now that 3G technology is widely available, who wouldn’t want to
combine the features of a PDA with their phone? None of us wants to carry
two devices when one can do the trick. Today’s smartphones typically carry
open operating systems and the ability to add applications. This open
operating system is significant, because it allows the phone to support a wide
variety of applications – not just those created by the phone’s manufacturer.
Most smartphones support full featured email capabilities and all the other
functions of a PDA. They often come with small full function keyboards for
typing, navigation hardware and software and a camera. They support typicaloffice applications like Microsoft Office products. And, many smartphones
offer music playing capabilities, much like the iPhone.
Smartphones are made by various manufacturers and come in various price
points. Many smartphones are designed to be compatible on only one of the
3G networks in the US. Therefore, you may be limited in your smartphone
choices by your wireless carrier.
THE PRIMARY TYPES OF 3G PHONE USERS
As you can imagine, there are many different applications and uses for the
new generation of mobile phones. These capabilities offer users opportunities
they never before dreamed of. For the most part, users fall into two general
categories – the business user and the casual user. Both have appeal to
advertisers looking to increase market share using 3G technology as an
advertising vehicle.
CASUAL USERS
Teens are one of the largest segments of casual users. Most of us realize that
teens are heavy cell phone users, but many are surprised to find that teens
are the fastest growing segment of the smartphone user population. While
smartphones and their associated services still carry a fairly stiff price tag,
their costs have reduced over the last year, making them more and more
affordable to the teenage market. And, with bundled packages from carriers
offering price breaks, parents are more likely to purchase such services for
their kids while purchasing for themselves.
Teens and other casual users use smart phones primarily as a means for
entertainment and casual networking. They are less likely to read email on
the smartphone, for example, than a business user. They are also unlikely to
use applications like Microsoft office for documents, spreadsheets or
Powerpoint documents.
Casual users are, however, heavy users of text messaging and applications
like Twitter. Twitter is a social networking site whose sole purpose is to keep
friends connected and apprised of each other’s current status. Twitter seeks
to answer the “what are my friends doing?” question at any moment of the
day. The service works on short messaging systems, the web and through
text messaging.
Casual users are also big web surfers. They are likely to use internet
applications to answer all their burning questions throughout the day, such
as “Where’s the nearest burger joint?” or “Where is the nearest theatre
playing that movie I want to see?” These heavy internet users are thrilled to
take web browsing on the road and they don’t mind paying for the
convenience of being able to surf anywhere.
3
EFFECTIVE BUSINESS USERS
AND THEIR WIRELESS DEVICES
Business users are the bread and butter of 3G wireless providers. These
users pay high monthly bills in the interest of staying connected to work,
family, friends, personal finances and entertainment on a single device. And,
as advertisers, these users are just the sort that you want to target through
your wireless advertising campaigns. Let’s take a look at the most common
applications used by wireless business users.
Like previous users of traditional PDA’s, the 3G wireless user likely has his
work/home email sending alerts to his wireless phone. An alert may be
delivered via a text or short message indicating when new email has arrived.
In addition, via web browsing, users may access their inbox on any web
based email account, such as yahoo, hotmail and G mail. Finally, many
carriers support email directly to the wireless device using the mobile
number as the email address. These “email messages” are actually
converted to text messages via the carrier.
The business user checks his primary email multiple times daily, and may
even have an alert sound when new email arrives. This feature allows users
to respond to emails quickly, as they arrive, without waiting until they are
back in the office to “catch up”. These users typically spend a significantamount of time out of their office and using their wireless device as a “mobile
office” helps them avoid backlog and makes them more productive.
WEB SURFING
This same business user looks to the internet as their primary source of
research and information – whether at home or on the go. They view web
pages to gain information, including researching their clients and their
competition. They may also use their wireless device to gain access to web
based email, as mentioned above. Finally, these users enjoy having the
internet at their fingertips for personal reasons, too. They’re likely to use
their mobile web to find out information such as movie times at their local
theater, and to make dinner reservations through websites like Open Table
or via the restaurant’s direct website.
VIDEO CONFERENCING
When economic times are tough, businesses look to cut costs. One of the
areas that always takes a hit is travel. There’s no doubt that video
conferencing is an important business tool for keeping meetings personal
when budget cuts won’t always allow you to travel to a meeting. Video over
your wireless device not only means you don’t have to travel out of town, but
you don’t even have to travel to your local office to make a video conference.
Tools like these allow executives to be available for important meetings even
on vacation. Though not widely available today, many developers are
working on these applications today, and they are coming to our mobile
phones very soon.TEXT MESSAGING
While business users typically do not use text messaging as much as teenage
users, they are likely to use this feature for short questions and answers and
status updates. While they may not initiate many text messages, they are
likely to respond to messages they receive.
PHONE APPLICATIONS
There are hundreds of applications available for 3G technology phones, from
3D games to weather information customized to your local area to
networking applications. Business users will typically use applications that
help their business, increase their productivity or pertain to their particular
personal interests. Their use of applications may not be as heavy as the
casual user, but they will have a few applications that are important to them.
VOICE
Let’s not forget just how much we use our cell phones for their original
purpose. In today’s world, waiting until we reach our destination so that we
can use a landline phone is unthinkable. And, many people have even
foregone the traditional home landline phone because they seem inefficient
for the way we live. While programs like email are a slightly less intrusive
way of getting in touch now, the ability to talk to someone in person
immediately cannot be diminished. Voice usage is and will continue to be an
indispensable communication method for the business user.
Thanks so much
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