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Mobile Apps: Content on the go
Posted by Acumen Republic on Friday, 17 June 2011 0 Comments
We have seen the virtual explosion of mobile applications catering for those of us who prefer the small screen to the PC screen. The growth of "screenies" has been fuelled by a number of triggers, but the common denominator is the need for information to follow us where ever we go. What better way than to have this in our back pocket and visible on the mobile screen. Research from Ovum shows that by 2016, the Asia Pacific market will account for 30% of all smartphones shipped globally. Our region has a voracious appetite for mobile apps, but more importantly, it suggests that communicators have another very relevant channel to reach their target markets.
A mobile web user has different needs and behaves differently to a PC web user. The mobile is always ON. The mobile allows us to have a singular focus; it is single-tasked orientated and far more effective in garnering concentration and attention. The interesting correlation is that there is a growing trend of mobile only web access and a decline in the use of PC web access. This high level of demand for mobile content, means that as communicators we have so much to gain from harnessing the mobile platform.
The decision communicators need to make, is whether the brand would be best with a mobile application, or more fundamentally, whether its web pages are mobile compatible. There are a surprising number of brands in the market who have overlooked the migration to mobile screens; the effectiveness of their websites are compromised when not viewed on a PC screen. Equally, there are many firms who have been nimble leaders in this space. The banking community is a great example - I can't do without my banking app!
The Public Relations Institute of Australia (PRIA) is holding a forum next Wednesday the 22nd of June in Sydney, with well-credentialed speakers such as Dr Rod Farmer who will explore the motivations for mobile migration and what this means for the communications industry. Other speakers include representatives from high profile brands who have taken the apps journey and will share with us their valuable learnings. Acumen Republic will be tweeting live from the PRIA event, follow us @AcumenRepublic.
http://www.pria.com.au/communications/id/3426
Myrna Van Pelt
General Manager Sydney
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