Mobile 2010 Outlook精選：Struggling to stand out in the mobile content arena

As more applications stream into the various smartphone
marketplaces, the challenge for mobile discovery
grows exponentially.

In 2010 companies and marketers
will continue to struggle to find
their footing, making search capabilities
all the more important.
Now that major brands are getting
into the game, discovery of
mobile content will be the
trickiest issue.

“I think 2010 is going to be a
great year for mobile content,
particularly in the United States,”
said Scott Dunlap, CEO of NearbyNow,
Mountain View, CA.

“Smartphones have reached critical
mass, the tablet is changing the game and we’re seeing
media and gaming companies responding with more mobileoptimized
content.”

NearbyNow has developed numerous applications for various
media companies including GQ and Seventeen.
Because of the proliferation of applications and other mobile
content such as ringtones, content developers are finding it
easier to get paid for their work thanks to ad-supported models
and paid content.

Sideliners will get nowhere

Media companies know the rules have changed. Standing on
the sidelines is no longer an option with Google and Apple
aggressively investing in research and development.
“The level of innovation in mobile devices will be staggering
in 2010 and the rate of adoption will be faster than ever,”
Mr. Dunlap said.

This will be the year of the handset. Manufacturers will focus
on features, design and other aspects based on the success of
the iPhone. Devices will need more memory for more capacity
because of the expanding content market.

“2010 is when we should expect handset manufacturers to
finally start making smartphones that are going to be really
revolutionary in every respect and, as a result, we’re likely to
see a much more competitive and level playing field,” said
Patrick Mork, vice president of marketing at GetJar,
San Mateo, CA.

“The battle of the app stores will culminate in a dramatic
change to the market over the next 12-18 months,” he said.
Many application stores may fail because they will not have
solved the main issues of billing, discovery by consumers and
providing adequate return on investment for developers.
Conquering the trinity

In 2010, mobile marketers will need to attack the challenges
of reach, privacy and retention.

The dam will not break on mobile advertising until there are
multiple vendors with a reach of more than 10 million users,
or the advertising industry begins to focus on personalized
messages optimized for conversion and engagement rather
than reach. Mobile privacy is also going to be tested
and refined.

Most applications are abandoned within 60 days and mobile
Web sites have a hard
time retaining and
lengthening visits.
In 2010, there will be
a struggle for eyeballs
as content and devices
hit the market.

“My first advice to
content developers
would be start with
the iPhone and iPod
touch,” Mr. Dunlap
said. “It’s a great
platform, the user
base is well aware of
how to download and
use apps, and it’s
showing no signs
of stopping.”