Global Mobile News – Unilever’s emerging market mobile moves
October 18, 2013 | Russ Martin | Comments
More smartphones in China than people in the U.S.
The mobile market in China is huge. According to projections, about 466 million Chinese consumers will own smartphones by the end of this year – more than the entire population of the United States.
Given its size, it’s no surprise marketers are eager to target Chinese consumers on their mobile phones, with global firms like WPP investing in digital agencies in the market. Mobile ad spend in the country is exploding along with mobile penetration, from $289 million last year to a projected $722 million projected for year-end.
[Read more via Mobile Marketing Magazine]
Unilever looking to grow mobile presence in emerging markets
Unilever has tapped the mobile marketing agency Brandtone to help grow its mobile presence in several emerging markets including India, China and Indonesia. Unilever CMO Keith Weed said half the company’s turnover comes from emerging markets and digital provides a direct touch point for targeting and re-targeting those consumers. “Mobile provides a direct means of engagement with almost every consumer in those countries, and it is therefore absolutely critical for our brands’ growth,” he said.
[Read more via Campaign India]
British consumers likely to engage with SMS ads
According to a new study by the marketing research firm Warc, 70% of U.K. consumers are likely to engage with marketing SMS messages. By comparison, 66% are likely to engage with geo-targeted SMS messages and 69% to engage with push messages. In Europe, large push notifications are gaining popularity, with a recent study by Forrester reporting 76% of European smartphone app users receive push notifications. However, for brands looking to reach consumers through this method, the technology comes with a caveat.
“If your messages are not relevant, you will lose your best customers,” says Forrester analyst Thomas Husson.
[Read more via Mobile Marketing Watch]
Mass mobile payment system launched in Hong Kong
Mobile payments took a big step forward in Hong Kong this week as a company called Gemalto moved forward on a partnership with two major mobile providers that will allow consumers to use their nfc-enabled phones to pay for public transit, goods at retails stores, food and drink at restaurants and tickets at entertainment venues.
[Read more via the Financial Post]