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Market description
Development has taken the web 2.0 generation on the mobile phones to a growing state. This combined with the accelerated roll out of high bandwidth connections to mobile phones; making an 80% increase in the US alone in 2008, provides the best conditions for an interactive behavior as the web 2.0.
As an effect of this people are increasingly observed acting in social networks like mySpace or Facebook from their mobile phones. In DK, no less than 12% are using their mobile phones for this on a regular basis – and the behavior is recognized all over the world.
Analysis shows that 23% of all mobile phone users will use their mobile phones to interact with social networks /communities by 2012.
Market description - The players
Mobile is the french fries of marketing. It is the new parameter with which one may enhance ones marketing campaign. It is also the strongest tool with which to make SPS (Single Person Segmentation) marketing. The consumers are targeted when and where desired. This is also observed via media- and marketing agencies that are opening specific mobile divisions to cater to their international clients desires in this field.
Also in the movie industry mobile is a field of growing interest. You see movie companies making specific mobile versions of feature movies in order to target this market.
In Korea the marketing industries spend more money on mobile marketing than on TV marketing and even though this market is not representative for the world it gives an impression on the trend. In the US alone the marketing industry expects to spend $19 BN specifically on mobile social networks in 2012.
Moblos clients would typically be a fast consumer product brand wanting to extend their presence to mobile phones and having a dialogue with a database of loyal consumers.
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