The Growing Potential of the Mobile Internet

Mobile devices and the mobile internet are proving to be a popular contender in the race to reach existing and potential consumers in new and innovative ways. With almost half a billion mobile internet users worldwide, and a forecasted one billion by 2011, the mobile internet is a fast growing medium available to be used in a variety of marketing and advertising initiatives.  A recent poll found that mobile devices were the second most popular way of accessing the internet, with 58% of respondents saying they used their phones to access the web.

Companies are now starting to notice the mobile internet trend. In 2009, the total mobile marketing and advertising expenditure was under half a billion dollars. Over the next five years however, this spending is forecasted to grow at an annual compounded rate of 40%. These few stats alone begin to clarify the popularity and potential that the mobile internet now has among mobile subscribers.

Phone applications are a popular way that some companies have already started harnessing the mobile internet’s potential. The free Night Navigator mobile application was launched for the 2009 Scotiabank Nuit Blanche in Toronto last October. The application allowed users to obtain event information, rate exhibits, vote for favourites, and obtain event locations and recommendations. Scotiabank, in partnership with Simply Good Technologies plans to launch another free mobile application for the upcoming 2010 Scotiabank Caribana, which will be available for iPhone, Blackberry, and Android users.

Another use for the mobile internet comes to us from Heineken. The company launched a mobi site to raise awareness about the effects of drinking.  The site encourages switching to non-alcoholic beverages before it’s too late to prevent embarrassing behavior. This is done through the introduction of five embarrassing types – the sleeper, the groper, the exhibitionist, the crier, and the fighter. The site also allows for interaction, by allowing users to share embarrassing videos, or send virtual glasses of water to friends.

Overall, it is clear that we can no longer ignore the huge growth in mobile subscribers, and mobile internet use. With its large growth, and increasing popularity, it is sure to be a medium that all companies will soon be using.