Mobile: threat or opportunity?

Let’s face it, mobile is exciting. But if you’re a publisher or content brand, mobile can either generate a whole new business for you – or disrupt your existing business and leave you out in the cold.

Let’s look at both sides of the coin:

Mobile opportunities

• There are billions of mobile users – four times more than PC users
• It’s the most personal, immediate, always-on medium – users never leave home without it
• It’s a new way to reach new audiences – who might not find you on the web, in print or on TV
• It gives you new ways to serve current audiences – the people who already know and love you – but when they’re out and about
• And new revenue from your content assets – today, it’s all about exploiting every asset to the max. Mobile lets you do that.

Mobile threats

• Mobile competitors can steal your audience – if you’re not there first
• You might lose the land grab – your traditional competitors and new disruptors are staking a claim now
• If you get it wrong – it can be expensive and brand damaging

It’s not a small PC

At MobileIQ, we help content brands exploit the mobile opportunities and avoid the threats by approaching mobile as a unique channel.

This means understanding that:

The mobile user has unique needs
They want fast access to information, utility and entertainment. They don’t want to browse page after page of text.

The mobile device has a set of limitations and added capabilities
If you only focus on the small screen and keypad, you’re missing the point. A mobile device is also a camera, a phone, a video, a text device and a location-aware terminal. Are you using all of this?

The mobile value chain and technology stack are fragmented and complex
You’ve got to get to grips with device diversity, app store proliferation, operator decks, ad networks… it’s a bit of a mess to be honest.

The mobile landscape changes every day
Literally every day sees new devices, platforms, players, services, fads, trends and technologies. If your mobile strategy is rigid, you’ll miss the next big thing. Stay agile.

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