After years of hype and high expectations, mobile marketing and the mobile Web in particular are finally gaining momentum, fuelled by the propagation of fast 3G networks and cheaper data package plans. But it would be hard to overestimate the influence of the iPhone in pushing the trend forward: perhaps more than any other single factor it has powered a fresh surge of interest in the mobile channel.

For in addition to the iPhone’s appealing design and user-friendly features, it has another innovative aspect in store: the AppStore, to be precise, which many consider to be the iPhone’s “Killer App.” Why? Very simply, because it cuts out the middle man.  Consumers can at last access applications and content directly, without going through their carriers. No more dealing with confusing portals, no more frustration with limited or inadequate content.

Proof of the iPhone’s impact can be discerned in the following figures: more than 80% of iPhone users browse the Internet with their devices; some 74% listen to music on the device; well over 50% log on to and use their preferred social media network (Facebook, Myspace…) on their iPhone.

The data indicate that the iPhone marks a point of no return; it has become the benchmark for mobile device manufactures and application developers. Nokia, RIM (Blackberry), and others such as HTC and Motorola (on the Google Android platform) have launched competing smartphones. Within the coming months, all plan to offer AppStore-like environments, giving users easy access to new applications and content.

A supremely personal medium

The mobile Web channel offers marketers a vast new playing field for innovative ideas and concepts. To take full advantage of the channel’s potential, marketers need to focus on how, when and where consumers connect through it. Mobile is the first truly personal medium: handheld devices are always on our person, always on, always ready when inspiration strikes (think: photos, music, even novels…). Given these characteristics, those who create mobile interfaces and content must keep their users in mind. Key considerations are the contexts in which mobiles are used, the immediacy of the connections that mobile devices provide and which users now expect, and the relevance of the content and services offered.

Mobile Web: devices and design

Designing a mobile website might seem simple enough, but in fact these new interfaces pose new questions and challenges.

First challenge: how to design a site that will be compatible (in terms of screen size, platform, browser…) with all of the many devices on the market now and in the near future? The answer will depend on the audience for whom the site is built, the functionalities offered and the region in which the site will be used.

Many publishers have opted for the simplest approach. They have developed single standard mobile sites that respect W3C design standards (www.w3.org/Mobile). Most often, this basic type of site offers informative content with clear objectives to solve specific problems. For example, take a look at sites like www.bbc.mobi – www.espn.mobi – www.nwa.mobi.

Certain technically advanced companies and brands elect to use specific mobile content management solutions to develop sites that automatically push appropriately formatted templates and sized images based on the specifications of the target device (screen size, for example).

But more and more companies are designing mobile sites specifically for the iPhone. These players will probably adapt their sites to other devices of similar size and capability as new smart phones come onto the market, for example www.iphone.lorealparis.com – www.abc.com/iphone

Choosing the right approach depends on knowing the audience, the types of devices they prefer, and their expectations in terms of what a brand can deliver over the mobile channel. Perhaps the best advice for marketers is to jump in and establish a mobile Web presence, then test and learn from experience.

The pie chart at the right shows the most popular smart phone devices worldwide. You can find this data at www.admob.com/s/solutions/metrics; information is updated on a monthly basis (additional details by region and other types of devices are available as well).

Managing and analyzing mobile results

There currently exists a variety of tools for managing mobile websites and campaigns, including content management solutions designed specifically for optimizing mobile sites (take a look at www.mobilesitegalore.com).

An interesting free tool for testing mobile sites is available at www.ready.mobi: it evaluates mobile-readiness using industry best practices and standards.

And contrary to what you might think, it is also possible (and fairly easy) to analyze mobile traffic with widely available solutions such as Omniture and Bango. In addition to standard traffic data, these tools can also identify carriers and platforms, using data such as image tags, cookies, visitor ID headers, user agents and IP addresses.

Content drives adoption

Access to interesting, relevant mobile content is one of the main reasons people gravitate to the mobile Web.

Until recently, ring tones and wallpapers were the most popular content, but as smart phones become more versatile, we are seeing brands starting to publish mores sophisticated content. iPhone users in particular are quick to adopt: videos, rich animations and editorial content that provides service and value.

Widgets and apps: the hook

Mobile marketers are also debating the value of developing mobile applications or widgets for their audiences.

Widget: A widget is Web based, running on JavaScript and XML, languages of the Web that are read by browsers.

App: An app is compiled code residing on your device written in a programming language that is read by operating systems -- like the Objective-C language (for Apple products) or Java (for Google’s Android phone project).

The value of apps and widgets for the iPhone is obvious. Brands can use them as “hooks” to engage with consumers and pull them into a privileged environment in which they are more receptive to brand messages.

While today these apps are limited to the iPhone (AppStore), in the near future they should be available on other platforms as well, such as Android for the Google platform, RIM, Nokia and the Microsoft mobile platform. The challenge for marketers is to come up with outstanding ideas for service and content that consumers will happily adopt.

The vast potential of Location Based Services

Imagine what it could mean for marketers to know exactly with whom they are interacting, their particular interests, their specific location (assuming, of course, that consumers opt in). Mobile devices have made that possibility a reality – the only limit to that vast potential is marketers’ creativity and smarts.

Not just phones

Mobile platforms extend well beyond telephones. Looking forward, video game platforms such as PSP, Nintendo DS and sophisticated MP3 players like the iPod Touch will prove to be valuable contact points for marketers, particularly with the increasing availability of public and private WiFi/WiMax networks.

An interesting report from Admob shows that access requests for mobile websites from iPod Touch devices practically doubled overnight on Christmas 2008. The trend remained strong after the holiday, too, an indication that consumers are waiting for technology to catch up with their desire to connect and interact.

Mobile momentum

The Pew Internet study published in November 2008 predicts that in just 10 years, more people will access the Internet via mobile devices than via PC. As happened some 10 years ago when the world embraced the Web, the surge to mobile platforms is occurring right now. The real question for marketers is: are you devoting the right amount of time, energy, creativity and resources to developing the content and services that consumers are hungry for?