Premium Essay

Mobile Media

In: Computers and Technology

Submitted By hilly8700
Words 10349
Pages 42
The Mobile Landscape
Insights for Advertising April 25, 2011

Table of Contents

I. Introduction 3 II. Consumer Behavior Trends 4 III. Mobile Technology 7
Mobile Devices and Services
Other mobile-relevant technologies of interest
The Development of Native Apps vs. Web Apps IV. Mobile Advertising 16
Banner ads on mobile devices
Mobile applications or apps
Mobile gaming
Mobile commerce
Location-based services or LBS
Mobile and Health
Mobile Metrics and Analytics V. The Future of Mobile Media 30 VI. Conclusion 34 VII. Works Cited 35

Part I: Introduction As predicted nearly ten years ago in their article, “The Death of Advertising,” Roland Rust and Richard Oliver wrote, “the new media represent a vast ‘network of networks,’ now often referred to as the information superhighway. A technical reality, major parts of the information super highway are under construction all over the US (1994).” During the digital revolution of the last decade, modern humanity has experienced a shift in traditional media consumption habits, which is now culminating with mobile technology.
In examining the emerging mobile landscape, two things are increasingly apparent. One, mobile technology is heading into uncharted territories. Two, this is happening at unprecedented rates. This landscape is so unpredictable that the introduction of a new highly viral application or technology could change the trajectory of mobile communications overnight and prove all existing data and projections obsolete. As such, some of the very current information offered in this report may be outdated a week from now.
Many consumers are just beginning to adopt smartphones, which are any phones offering advanced capabilities with PC-like functionality and...

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