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Join Urban Airship's Chief Marketing Officer Brent Hieggelke to discuss what leading companies are doing now to prepare for the inevitable: when mobile is the primary influence on business. For many businesses, we've passed the tipping point. The majority of customers interact with brands on mobile. The majority of revenue is influenced by mobile. This consumer-driven trend is accelerating, but marketers aren't keeping up. Many react to the mobile revolution by trying to fit a square peg (the old web) in a round hole. Many allocate only a small fraction of total marketing resources to mobile. This webinar explores the reasons behind -- and solutions for -- this disconnect, believing that winning brands are constantly learning and evolving in the new mobile marketplace.
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Microsoft will now become much more of a hardware company after agreeing to pay Nokia $7.2 billion in cash to buy its cellphone business, with Nokia CEO Stephen Elop returning to Microsoft amid speculation he might replace retiring chief Steve Ballmer. The deal includes the Finnish handset-maker's patents and a 32,000-strong workforce. Ballmer offered three reasons for ending their Windows Phone partnership: the companies' separate business needs; the duplicated efforts of building the two brands; and the difficulties of deciding how to invest each partner's capital. Also, executives said uniting the phone and software under a single banner will boost Microsoft's gross margins from less than $10 to more than $40 per unit. Microsoft will continue to license Windows Phone to other handset-makers.
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Microsoft reached an agreement with Nokia to buy the Finland-based company's smartphone and cellphone handset business for $5 billion. Microsoft will pay an additional $2.2 billion to license Nokia's patents. The acquisition is part of Microsoft's drive to expand beyond the software business. Nokia CEO Stephen Elop will join Microsoft as an executive vice president of devices and services
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Eight-four percent of Chinese companies project that mobile sales will grow over the next year, and 16% are already marketing regularly through mobile, an Experian Marketing Services' whitepaper reports. Currently, text is the main marketing channel but other technologies, including QR codes, are expected to take a bigger share.
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Brand mobile websites, QR codes and other native mobile experiences outperform mobile banner advertisements by a wide margin when it comes to consumer engagement, according to a global study from media agency Initiative. Voucher code sites received the highest level of engagement at 74%, compared to 52% for banner ads. The study also found that the more time consumers spent browsing with their mobile devices, the more likely they were to also use it for shopping.
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