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A special report “primer” that sorts out the latest developments in the exciting area of mobile technologies and mobile marketing applications. The report provides an overview of the current hardware (i.e., smartphones), common—and uncommon—mobile marketing strategies and initiatives, the outlook for mobile, some cutting-edge applications like augmented reality, and advice and recommendations for graphic communications companies and individuals.

Table of Contents

Introduction.......7

Background .....7
The Spread of Applications .........8
Implications for Graphic Communications ...........8
About the Present Report..........10
How This Report Is Organized.............10
For More Information...10

Section 1: What is Mobile?.........11

Components of Mobile Marketing............11
Definitions......12
Hardware ...12
Apple iPhone...12
RIM BlackBerry ............13
Palm Phones ....14
Google Android Phones.15
Other Terms.............16
Smartphone......16
SMS ..16
MMS .16
Shortcode.........17
M-Commerce...17
Apps..17
Augmented Reality (AR) .............17
Quick Response (QR) ....17
Is There an App for That? .........17
Onward..........20

Section 2: Mobile Marketing Outlook......21

Mobile Advertising Spending.....21
Mobile Search .............23
Mobile TV and Movies.24
M-Commerce.25
Onward..........27

Section 3: Mobile Applications..28

SMS/MMS Messaging.28
User Alerts.....29
Mobile Web ...29
Apps 31
Quick Response/Augmented Reality.......32
Hyperlinking Print and Reality32
“Print: The Ultimate in Interactive Media”...........34
Enter QR....35
Other Emerging Technologies...37
Onward..........38

Section 4: Conclusions, Recommendations, and Suggestions......39

Implications and Recommendations........40
For Magazine and Newspaper Publishers .........40
For Book Publishers 40
For Commercial Printers........41
For Creatives ...........42
The Final Word............42

Appendix A: Resources .............43

Organizations 43
Publications...43

Appendix B: Mobile Phones in the Third World...44

Table of Figures

Figure 1: Three Generations of iPhone.......13
Figure 2: BlackBerry Curve 8900 Smartphone .........14
Figure 3: The Palm Pre...14
Figure 4: HTC Dream (aka T-Mobile G1) Android-Based Smartphone.16
Figure 5: U.S. Mobile Advertising Spending, 2008–2013 ($ million) .....21
Figure 6: U.S. Ad Spending on Mobile Search ($ million).......23
Figure 7: Select Purchases That U.S. Consumers Are Willing to Make Via Mobile
Phone, April–May 2009 .........25
Figure 8: Types of Products that U.S. M-Commerce Users Have Purchased Via
Mobile Phone, March 2009....26
Figure 9: Obstacles in the Way of Beginning/Expanding M-Commerce Initiatives
According to U.S. Retailers, April 200927
Figure 10: SMS Text Alert from AT&T ........28
Figure 11: CNN (left) and Wikipedia (right) Are Two Online Destinations that
Have Special Mobile Landing Pages ...30
Figure 12: Yahoo! Mobile31
Figure 13: The AroundMe iPhone App Serves Up Google Ads by Search
Category ....31
Figure 14: QR Code from Dr. Joe Webb’s Print09 Presentation...........36
Figure 15: QR Code Generated via BeQRious.com .37
Figure 16: MIT Media Lab’s Sixth Sense “Gestural Interface” Turns Any Surface
into an Interactive Computer Screen ...38

Table of Tables

Table 1: U.S. Mobile Advertising Spending Share by Format, 2008–2013 (% of
Total) .........22
Table 2: U.S. Mobile Phone Users and iPhone Users Who recall Viewing Mobile
Advertising, by Type, Q1 2009 (% of Respondents in Each Group) …………22