Over at Hello Mobile - a great blog with interesting insights into mobile marketing – they recently looked at the question being asked by marketers interested in using smartphone “apps” for engagement with their customers. The question being asked is “why can’t I pay for a one mobile application that will work across every device?”
The problem, which appears to have gone unthought of by most marketers until this point, is that unfortunately all smartphones are not created equal. Some phones have much higher processing and graphics capabilities than others, and each smartphone tends to run on its own unique operating system. As a consequence, the fancy iPhone app that you have spend many thousands of $/€/£’s on, will never work on someones Google Android phone, or nokia’s 5800. This is obviously rather problematic, and the only solution would involve developing a separate app for each brand of phone.
Well if they are really looking for an application that will work on EVERY device, then surely they also mean the 80%+ phones that are not smartphones, and luckily at True North Metrics we already have the answer to this question. We know of a technology that will work on all smartphones, and also on every non-smartphone too… yep that’s right.
The answer to the marketers question is quite clearly SMS text messaging, glitzy it is not, glamorous it is not, but that is an application that will work on any and every phone in the country and has been shown to deliver consistent, measurable results.
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