Exploiting Smartphones for marketing purposes
by Julian Gratton
Research conducted by the leading Market Research agency GfK NOP and Limbo revealed that iPhone users are more than twice as likely as non-iPhone users to browse the mobile web on their phone. And they are more than three times as likely to use location-based services, including maps, restaurant locators and friend finders.
As the popularity of GPS and web enabled phones increases, more and more applications are being created that allow people to make connections and interact with the world (and brands) in ways they never imagined. Many of these new applications are a Marketer’s dream; and whilst many are currently not available in the UK, it’s useful to see what the future holds and highlight the possibilities that GPS and web enabled phones open up to Brands and Companies alike.
Apple’s iPhone application masterstroke
Clearly one of the very astute things Apple did when launching the iPhone was release a Software Development Kit (SDK). Officially announced on March 6th 2008, the SDK allows developers to create applications for the iPhone and iPod Touch, as well as test them in an iPhone simulator.
Other phone companies have been quick to also open up their phones to developers too. Google’s Android Operating System, now on T-Mobile’s G1, Samsung’s Omnia and Blackberry’s Bold are all Smartphones that allow third parties to submit applications that give their users more than just a phone.
The opening up of the ability to create applications for Smartphones has resulted in some intriguing results. Here are just a three examples of applications that marketers have created or could exploit.
1. Mobile Barcode Scanning Applications
These applications allow consumers to compare prices in a shop simply by taking a picture of the barcode on the item they are looking to purchase. The software then compares the price to other shops in the area and also online, giving you a price comparison in an instant so you can decide whether what’s in front of you is the best deal or not!
Applications such as ShopSavvy are also taking the ‘Scan a Barcode, Find a Deal’ premise a step further by adding a quick pay feature. So you see a product you like in a shop… find it cheaper online, purchase it on your phone and then head on your way… essentially you’re going on a shopping trip round town but not having to carry any bags around with you!
2. Find food and drink and order before you get there
Feeling Peckish?
Out and about and feel a little peckish? Or just in the mood for a Skinny Latte? Then all you need to do is open McFinder or Grande Getter and you’ll easily locate the nearest McDonalds or Starbucks. And if you’re a creature of habit you’ll love where these two applications are going from what they’re currently doing in Korea and Japan.
By using Radio Frequency Identification Technology (RFID), McDonalds Restaurants in Korea and Japan now allow users to order their meal via their phone. They then get texted when their order is ready and simply pay for their meal by placing their phone over the RFID Reader at the till. It’s safe to say that McFinder and Grande Getter will soon evolve into not only showing you where your nearest place is to get refreshments, but allowing you to order before you get there.
3. Location-based promotions
Both Cadbury and Mercedes have both run location based promotions in the UK… famously hiding golden eggs and cars around Britain and encouraging the great British public to get out there and find them. The GPS technology within all Smartphones has created some interesting location-based games that marketers could take advantage of.
JOYity, for example, is a platform that creates location-based games where a player may have to examine an image and listen to an audio file to deduce the information necessary to progress. And as JOYity reacts to a player’s position and movements a game may include a riddle asking the player to look for a particular object close to their current position… that could include another person for a rather interesting game of Tig.
300 million downloads of more than 10,000 applications
That’s an impressive figure, and it’s only for the iPhone. It gets even more impressive when you consider that small companies such as Smule, who created the Ocarina application (which turns the iPhone into a Wind Instrument), have earned over $1million from just one application. But with so many applications created, is there any room for Brands or Companies to create any more?
The technology behind Smartphones clearly opens a lot of doors and I believe you could create an application for just about any Brand or Company. For example, there’s no reason why Health Companies could not create an app that checks blood pressure and body temperature. Also companies like AutoTrader could create an application that invites users to take a picture of a car they like and the application will find the nearest one at the best price.
For places like gig venues and theatres they could have an application that allows people to trade seats with others at the same concert or theatrical performance. And for those Dating Agencies out there, a dating application that lets you upload your personal information to your phone and scan other profiles that are in the same bar or club as you are in is ideal.
With thousands of people writing applications for these phones and over 13 million iPhones sold, it’s clear to see that Smartphones offer up a big opportunity for Brands and Companies. The challenge facing marketers, though, is how can you create applications that capture the public’s imagination enough to make them want to download it to their phone.
If you’d like to know more about marketing on mobile phones… why not give Red C a call on 0161 872 1361 or click here
Tags: Blackberry Bold, Future of phones, Google's Android OS, iPhone, iPhone Applications, Mobile Marketing, Samsung Omnia, Smartphones
