Digital Marketing: Mobile MarketingLewis, Jonathan, Jay, Jack, Sukhi

NFC – Near Field Communication“Near field communication, abbreviated NFC, is a form of contactless communication between devices like smartphones or tablets. NFC technology is designed to increase convenience when learning, shopping, and sharing data.”Commuting to the office: NFC can unlock your car, adjust your seats, and even admit you to the company’s secure parking garage.At the office: Once you’ve arrived, you can gain access to your office building and clock in by swiping your smartphone or other device. Paying for snacks out of the vending machine or clocking in and out for breaks.On the bus: you can pay for your bus or train pass and wave your phone to pass through the gates. Tapping your phone at a kiosk gives up-to-date information about schedules and delays.At the store: Coupons and customer reward points are already pre-loaded on your smartphone and are applied to your total automatically when you check out. Payment occurs when you wave your smartphone over the card reader and you are ready to go without ever opening your wallet.At a concert You can purchase concert tickets and use your NFC compatible smartphone to gain access to a concert. Interact with smart posters at the concert for information about the band. Less tickets and cards to juggle makes the event hassle-free and reduces your chances of being pickpocketed.Hanging out with friends: you can share games, links, and info with friends by bumping phones. You can even send money to each other all with the wave of a smartphone.

Proximity Marketing“Bluetooth marketing. Marketing to something or someone that is near you. For example a Bluetooth host that is continuously inquiring for new targets. In addition, when it finds one the host sends an image, a java game, a ringtone, a brochure, or whatever you can store as a file.”

Retailers use proximity marketing to target customers who own mobile devices that use Bluetooth wireless technology. For example, music retailers can broadcast or distribute content in various formats, including MP3, MP4, or ring tone formats to customers.

BBC 1 doing an event which has been hailed as the world's largest virtual world music festival, the first in-world broadcast by a major media corporation and a defining moment in new media.

Large posters were erected in and around these areas encouring attendees to "switch on their Bluetooth" to receive free content. The BBC Content Managers brief was to deliver mobile phone wallpapers of the bands just as they left the stages after performing.

Over the duration of the weekend, over 2000+ attendees received free mobile phone content to their phone. which is a major achievement when it is an unknown just how many had a Bluetooth enabled phone with them for the event.

App Development

• These applications can be pre-installed on phones during manufacture or downloaded by customers from software distribution platforms.

• Application software developers have to consider a lengthy array of screen sizes, hardware specifications because of competition in software and changes within each platform.

• Companies that specialize in mobile phone app development produce iPhone apps that are designed and developed to enhance user experience.

Useful technologies: JavaScript, Offline resources in Firefox,HTML5Examples of application development work:Custom application developmentApplication porting from desktop systems to mobile devicesApplication porting from one mobile platform to another

“Is the process by which application software is developed for handheld devices, such as mobile phones.”

iAds“ In app advertising system.”

• Mainly used in free apps to compensate for the lack of revenue generated.

• Many apps that have ads in their apps offer a chance for the consumer to disable them by paying.

• The ads can offer interactivity and animation, or just the traditional display banner.

iAd Revenue Split: Apple finds advertisers and sells them ad packages. Individual app developers don’t have to be involved in selling ads. The revenue is split 60/40 in favour of the app developer.

• Magnum infinity. The pleasure shaker. Based on magic 8ball, you have to shake your device

• BMW. iBorn Electric, when you click on the add you appear in the driving seat of the car. You can move your phone around to explore it.

• Ben and Jerry’s Core. Game where you have to eat ice cream by pressing squares at the right time. Compete against other people.

Examples…

Smartphone Statistics by Country

80% of the world’s population now has a mobile phone.

91.4 Million Smartphones in the US

5 Billion Mobile Phones in the World… Out of which only 1.08 billion are smartphones

The graph illustrates the global market penetration rates for year 2011Singapore has the highest penetration rate in the world at 54%.