Media Firms Leveraging Mobile Trends by jamesanalyst

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									MEDIA FIRMS LEVERAGING MOBILE TRENDS
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The humble mobile phone that was once used for basic applications like SMSing and
    making voice calls has transformed into a mini-computer boasting the ability to
    run numerous applications today. Consumers use mobile applications for a
    variety of activities including video streaming, social networking and gaming.
    There are some windows mobile apps like Skyfire which provide a better mobile
    browsing experience for consumers, enabling them to view YouTube videos and
    stream music effortlessly. Many media firms are leveraging the changing trends
    in mobile technology to increase their subscriber base.
MEDIA FIRMS LEVERAGING MOBILE TRENDS
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Consumers use their mobile phones for accessing the latest news updates from their
   daily newspapers and magazines or by viewing news videos on their mobile
   phones. New media channels are replacing traditional media channels. Books are
   slowly getting replaced by electronic books. According to eMarketer, in the year
   2011, electronic books generated $2.9 billion or 13.4% of the book market in
   U.S. Mobile app developers need to build cross platform mobile apps like Google
   eBooks which can be used for reading digital books across multiple devices.
MEDIA FIRMS LEVERAGING MOBILE TRENDS
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The media and entertainment industries will witness rapid growth through the
    adoption of new content formats, innovative advertising models and content
    monetization techniques. Media companies are developing a mobile strategy to
    improve customer loyalty and increase their revenues. Some trends that will
    shape the media and publishing industry are briefly described below.
INCREASING MOBILE APP USAGE:
There is an increasing trend of people using mobile apps. According to a study by
   Morgan Stanley, the number of mobile app users will exceed the number of
   desktop users by early 2014. The mobile market is dominated by software
   platforms like Apple and Android. Reader behavior and trends are mainly
   influenced by the iPad and Android. Therefore, content publishers need to ensure
   that they have a mobile presence to tap this growing segment of mobile app
   users to increase their revenue.
    MOBILE ADVERTISING TO OVERTAKE WEB
    ADVERTISING

 Advertisers are looking at mobile ads as an important channel to reach their desired
  consumer group. Mobile strategy has become an integral part of the marketing strategy of
  companies. Ad budgets are getting reallocated from conventional channels to digital
  channels. In 2011 mobile advertising spending in the U.S. was around $1.45 billion,
  according to estimates by EMarketer. Mobile ad spending is expected to touch $2.61 billion,
  with an 80 percent growth this year.
 Flurry has stated in one of its blogs, “US app inventory is not only growing at a staggering
  rate, but also poised to absorb the equivalent of the entire US Internet display advertising
  spend by the end of this year.”
ROLE OF SOCIAL MEDIA CHANNELS

The media and publishing industry can increase their audience reach by employing
   social media channels. Although the industry currently uses social media as a
   promotional tool for their content, this trend is about to change. Social media
   channels like Twitter and Facebook also have immense potential to serve as
   publishing tools, providing delivery of content and faster dissemination of content.
   Some examples of this phenomenon are Washington Post’s Social Reader and
   Guardian’s Facebook app.
CONCLUSION:

In summary, the media and publishing industry should incorporate a mobile strategy
    as an essential tool in their business to reach their target audience. Some trends
    that have impacted the industry include the growing usage of mobile apps,
    increasing mobile ad spend when compared to online ad spend and the shift in
    the role of social media channels as publishing tools, rather than promotional
    tools.

								
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