The stats say it, the analysts say it – at one point in time, everybody in the Telco business had said it, and now Google demands it; so the oft-satirised ‘Year of Mobile’ has somehow smashed into us with a vengeance!
Companies like InternetQ PLC, that have been at the forefront of mobile services development almost since 2000, have been patiently and steadily, building solutions for a mobile marketing-led economy for fifteen years – and can rather look on wistfully at such a dramatic structural change to the ‘Internet’ and say, “welcome”.
But more than this, the absolute deluge of activity in the smartphone boosted environment is leading some people to say the smart device is having a more profound effect on the global economy than the “Industrial Revolution”. An interesting metaphor, but one that captures the enormous step change taking place in both enterprise and consumer buying behaviour.
All activity is Mobile-related and all the money is shifting to mobile in a hurry. Take for instance the recent post on the mobile advertising industry crashing through the US$100 billion mark. This reflects the media analytics slides that Mary Meeker has been talking to for the past five years – and where we see the sheer weight of dollars that are being pushed into mobile advertising. In short, mobile ad spend in 2011 landing at USD$1.6 billion and then rising meteorically to US$13b in 2014.
Whichever report you read and extrapolate, the logic is compelling, more than 12 billion dollars has shifted into mobile (from online) spending in the US alone – and between now and 2018; around $50 billion is slated to convert in the same way. It’s a huge gush of cash going directly into our business sector – and we look forward to the tides rising higher as performance-based advertising leapfrogs all other forms of display advertising.
The numbers are quite staggering and will have an important impact on InternetQ's future as a company – given it supports so many mobile advertising campaigns worldwide. So, anyway, don’t forget the popcorn, because ‘mobileAdgeddon’ is the sequel that’s coming soon!