[Eddie Groenewald] Mobile is now mainstream. Mobile technology has come into its own over the past few years, emerging from being a new technology to a mature one, with mobile websites (mobisites) and mobile communication being seen as mainstream channels to communicate with people. Here are some examples of this and how things will evolve in 2011 in the mobile and particularly the mobile marketing sphere.
[Eddie Groenewald] Traditional media needs to evolve. Corporates have used mobile marketing in many ways to bypass traditional media's role. While direct marketing has been around for many years, mobile technology has made it far more sophisticated and effective.
[Eddie Groenewald] This year is set to be a big year for the country because of the 2010 FIFA World Cup coming to South Africa. But it's also big, given the country is coming out of a recession. Cost-cutting and optimisation are key for companies this year, and mobile technology provides a number of ways for companies to improve efficiencies, while reducing costs.
[Eddie Groenewald] The Regulation of Interception of Communications and Provision of Communication-Related Information Act (RICA) has come into effect and, apart from the administrative nightmare of having the act implemented, the industry has been left wondering what the implications of the act will be.
[Eddie Groenewald] Camera biggest deciding factor in mobile phones; email and mobile Internet growing quickly.
[Eddie Groenewald] The US$90 million class action lawsuit in the US against a company for the implementation of a mobile marketing campaign highlights the need for companies embarking on such initiatives to ensure that campaigns comply with legislation and are well-administrated.
[Eddie Groenewald] The American newspaper dream is dying with readers moving to the Internet. The old clichéd picture in American movies of Dad picking up the paper from the front lawn in his dressing gown with his cup of coffee is no more.
[Eddie Groenewald] Given the global financial crunch, companies are turning to mobile for major cost savings in their marketing and communication to their customer bases.
[Eddie Groenewald] Mobile technology is providing effective answers to companies and consumers trying to find their way through the information age, says CEO of Multimedia Solutions Eddie Groenewald, who also reckons that with the rise of cyberspace, companies wanting to communicate to consumers have a huge challenge in trying to do so.
[Eddie Groenewald] Mobile marketing is becoming the flavour of the month. We're seeing mobile marketing events starting to happen, newspapers running surveys, and local and international journalists calling Multimedia Solutions wanting to know more about the market. We've also seen the largest mobile advertising network in the world, AdMob, enter the local market.