Mobile web, not just for ringtones and pictures
location based services
A new channel in digital marketing was born when the term 'mobile web' was coined. With Google, Yahoo and other players testing advertising on mobile phones, the idea of using the mobile web as an alternative channel for publishing and info sharing has been on the rise.
It's more than just ringtones and picture downloads - it's a whole new media channel.
Nokia has already started mobile advertising services for both publishers and advertisers and while mobile web advertising is generating a lot of buzz, its value lies in its web based nature. But is it necessary to have a mobile enabled website yet? Or is it too early to do so? And how does a mobile optimised website affect a firm's marketing efforts?
The opportunities for the mobile web are endless: Googling on the go? How about viewing websites on the go and clicking a link that calls a number? Consider dialling a URL on the phone and having your bills paid or, better yet, booking a plane ticket? How about having a Yellow Pages directory that would save users the cost per minute when calling information?
With location based services and Mobile TV services being rolling out by mobile operators across the Middle East, it's time that bandwidth is given a little more value than just for downloading ringtones and entertaining titbits.
• Telecom operators' pricing and service quality
• Mobile web-browser advancements
• User awareness
• Mobile optimised content/services and websites
Operators' pricing models are subject to their product positioning and demand. But while service quality is fair and is expected to improve as we go along, user awareness and mobile optimised content are the key factors that have led to the low use of the mobile web.
The lack of websites, services and content optimised for the mobile web makes mobile surfing a very difficult task. One visit to Etisalat's Weyak http://mobile.weyak.ae would cost you at least Dhs1 because of its whopping 45.1KB sized page - a size that was forbidden, even on desktop screens, many years ago.
Given the facts above, enjoying web surfing on the mobile is a forbidden pleasure. The biggest blow to the mobile web comes from the Middle East based operators. These inappropriate role models don't even have mobile optimised websites! How can one promote a service that is not even used by its owners?
Nokia has already started mobile advertising services for both publishers and advertisers and while mobile web advertising is generating a lot of buzz, its value lies in its web based nature. But is it necessary to have a mobile enabled website yet? Or is it too early to do so? And how does a mobile optimised website affect a firm's marketing efforts?
The opportunities for the mobile web are endless: Googling on the go? How about viewing websites on the go and clicking a link that calls a number? Consider dialling a URL on the phone and having your bills paid or, better yet, booking a plane ticket? How about having a Yellow Pages directory that would save users the cost per minute when calling information?
With location based services and Mobile TV services being rolling out by mobile operators across the Middle East, it's time that bandwidth is given a little more value than just for downloading ringtones and entertaining titbits.
The wrong image
Growth in the usage of the mobile web industry will be dependent on the following factors:• Telecom operators' pricing and service quality
• Mobile web-browser advancements
• User awareness
• Mobile optimised content/services and websites
Operators' pricing models are subject to their product positioning and demand. But while service quality is fair and is expected to improve as we go along, user awareness and mobile optimised content are the key factors that have led to the low use of the mobile web.
User awareness
For a long time, the killer application of 3G has been online video calling. It was in the early days of 3G when this fact was denied and instead the speed of 3G Internet access became popular for downloading, streaming media and fast web browsing. GPRS and WAP Internet gateways have been promoted as channels for downloading ringtones, music and images. What is needed is to educate subscribers on the potential of 3G, isn't that the least a telecom operator should do?Mobile optimised content/services and websites
Services and software such as Google's Mobilise and Opera Mini optimise websites for easier viewing on the mobile phone. Optimisation aims to speed up downloading and make web surfing easier. However, these services and software are limited because they optimise the size and neglect branding, thus affecting the whole user experience.The lack of websites, services and content optimised for the mobile web makes mobile surfing a very difficult task. One visit to Etisalat's Weyak http://mobile.weyak.ae would cost you at least Dhs1 because of its whopping 45.1KB sized page - a size that was forbidden, even on desktop screens, many years ago.
Given the facts above, enjoying web surfing on the mobile is a forbidden pleasure. The biggest blow to the mobile web comes from the Middle East based operators. These inappropriate role models don't even have mobile optimised websites! How can one promote a service that is not even used by its owners?
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