Some of the trends and developments in mobile that BI Intelligence has recently analysed include:
- Effectiveness of different mobile ad formats: Mobile consumers are most likely to pay attention to sponsored stories or links over other forms of ads. They are most likely to ignore pop-up ads, even though pop-ups are the most obvious and intrusive form of advertising. Facebook created a mobile sponsored story business with a run rate of $180 million in almost no time.
- Progress in mobile payments space: The market here may be impossible to size, but it is huge. Square recently reported it’s now on track to process more than $6 billion worth of transactions per year. Apple is contemplating installing near-field communications (NFC) technology in the iPhone 5 that would allow them to process payments and instantly make them a huge player in the space. Carrier billing and apps are also making moves here as well. The winner/s will be those who solve the two overriding strategic concerns — convenience and distribution — the best.
- Mobile invading the shopping process: Forrester Research forecasts U.S. mobile commerce to hit $10 billion this year, up from $6 billion in 2010. Consumers are increasingly using their phones to buy items directly, open emails for discounts and coupons, conduct research and comparison shopping, and to make in-store payments. An analysis by Deloitte estimates mobile will influence $158 billion of in-person retail sales this year.