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Is Wireless Internet Marketing Still a
Fantasy? - by Geoff Livingston
There's a new
air of excitement behind the mobile Web. Initiatives like Verizon's recent
announcement to open their network, Google's Open Handset initiative (dubbed
Android by Web 2.0 pundits), new wireless auctions, and the iPhone have
energized Internet users.
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In
turn, companies want marketers to develop possible
marketing solutions for
the new wireless environment.
Discerning the future of marketing tools for social-media usage in this kind
of environment can be extremely frustrating for the best technology minds,
much less for marketing executives and non-industry-specific CXOs and
entrepreneurs.
In the past, the new media form has always offered promise but it has never
truly matured to become the powerhouse industry evangelists have hoped for.
Even today, according to the Cellular Telecommunications Industry
Association, data accounts for only 15.5% of all wireless
service revenues.
A wide variety of factors—low bandwidth, hundreds of different devices,
small screens, different viewing environments and standards—have prevented
widespread adoption. They have forced many mobile applications to reduce
visuals and rely on simple text applications.
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