Nielsen: Mobile To Outpace Internet Growth

Mobile media will significantly outpace the Internet and other traditional media platforms -- especially in emerging and faster growth economies.

A new report from Nielsen Wire, with research from The Cambridge Group, says: "Defying classic economic models, the demand for communication (cell phones) leads traditional media growth, signifying a global, disruptive phenomenon." Growth for the Internet will continue -- but at more predictable growth patterns.

Strong mobile growth markets will be in those territories that have a rising financially strong middle class, so called BRIC countries -- Brazil, Russia, India and China.

Nielsen says this large economies are expected to grow on average by four or five percentage more than established economics for the next five years, 2010-2015 -- especially over G-7 nations, including the U.S., U.K., France, Germany, Italy, Canada and Japan.

Those BRIC nations -- and other countries -- are expected to see around a 7% growth rate in mobile versus developed countries 2% rise.

Mobile media platform growth occurs because access to mobile devices and services generally occurs at a lower household incomes levels. For example, Internet penetration in established economies generally requires a income threshold of around $20,000 of per capita GDP (Gross Domestic Product) to achieve a 50% penetration rate in a specific territory. But for mobile penetration, household income levels can be as low as $5,000.

Estimates are that over the next 5-10 years, mobile penetration will climb to roughly 140 phones per 100 inhabitants, even in poorer economies. That means the gap between developed and emerging economies will have largely disappeared.

For the industry, a different structure for marketers and advertisers will apply, when it comes to marketing campaigns. Mobile will lead other media platforms.

Given this development, the study adds: "A reverse innovation model is evolving, where effective mobile advertising platforms are identified first in emerging markets, then transferred back for further refinement in established markets.

"The implications of the disruptive growth associated with mobile technology in emerging markets also should readily transfer to other industry sectors."

Lidl lanza su propia tarjeta SIM para móviles

La cadena de supermercados Lidl, presente desde hace tres años en el terreno de la telefonía móvil en Alemania, refuerza su oferta con el lanzamiento de su propia tarjeta SIM para móviles. El nuevo producto, disponible ya en todos los puntos de venta de Lidl en el país germano, complementa a la oferta prepago que la compañía alemana ofrecía hasta ahora en colaboración con la operadora Fonic.

Lidl ha acompañado el lanzamiento al mercado de su nueva tarjeta SIM con una amplia ofensiva publicitaria en prensa escrita y en internet, que va acompañada además de una interesante promoción. De este modo, los clientes que así lo deseen podrán adquirir ahora dos tarjetas por el precio de una y beneficiarse así de interesantes descuentos, como la posibilidad de contratar una tarifa que no supere los 40 euros al mes.

La nueva tarjeta SIM de Lidl funciona con cualquier teléfono con tecnología GSM 900 y GSM 1800.

KeyBank offers mobile banking service via SMS

KeyBank is keeping on-the-go customers updated on their accounts via a new SMS mobile banking service.


The Ohio-based bank is using services via Mobile Money from Fiserv. The service is available to customers who use online banking, as well as offline clients who use the branch channel. “Our goal is to allow clients to bank with us on their terms and to provide as much information as possible through all channels,” said Toni Cluse, manager of online and mobile channel at KeyBank, Cleveland.

“With our text messaging solution we wanted to ensure that the functionality was available to all clients, regardless of online banking enrollment,” she said. “Providing this flexibility we believe is a huge win for our clients.

KeyBank provides investment management, retail and commercial banking, consumer finance, and investment banking products and services.

Fiserv provides information management and electronic commerce systems for the financial services industry.

Mobile banking_The mobile banking service is free for KeyBank customers and can be activated by signing onto online banking from http://www.key.com and selecting the self-service section.

Additionally, customers who are not enrolled in online banking, can opt-in for text-based mobile banking.

The Mobile Money service lets KeyBank enroll and support mobile customers via multiple channels, including the customer service center.

“Mobile allows clients to bank on the go – anywhere, anytime,” Ms. Cluse said. “It’s a great way to get quick information without booting up their PC or calling the bank.

“And, it’s an easy way to be alerted of changes on their account such as drops in balance,” she said. “It gives the client information so they can react to the information – it gives clients more control over their finances.”

SMS alerts_KeyBank customers can access their accounts via SMS, as well as receive a variety of account alerts, including notifications about low balances or transactions above a certain amount.

mobile banking service can be used via any mobile device. “Today, we are promoting our new capabilities on our Web site and in our branches, as well as on our ATM screens,” Ms. Cluse said. “We have also educated our sales force to offer this as a solution to obtaining quick information. “Clients see mobile as a way to bank on their own terms, their way,” she said. “They can be alerted to changes to help them secure their account and they can view recent transactions as well as request their balance.  “It gives clients more control so that they stay on top of their finances.”

A week in digital M&A

In the last few weeks, the buying and selling among digital marketing agencies seems to have sped up. Just to recap, IBM continued its pursuit to bolster its analytics offering with the purchase of Unica; Webtrends acquired social marketing company Transpond; today JWT bought Digitaria, and Campbell-Mithun and digital agency MRM merged; a couple of weeks ago, e-mail marketing company StrongMail acquired two interactive-focused firms.

Although each of these recent acquisitions contains its own unique impetus, they all demonstrate the continued digitalization of the marketing industry.

Last week, private equity firm Veronis Suhler Stevenson released its industry forecast that showed traditional direct spending and revenue will experience slower growth than other communications sectors, hit by increased postal rates and the existing Do Not Call list. Yet, the pure-play consumer Internet and mobile services segment (businesses that originated online) is expected to grow at a compound annual rate of nearly 15% from 2009 to 2014. While this shouldn't surprise anyone who has been following or working in this industry for any length of time, the sheer size of that number should make veterans sit up and take notice.

From groups urging the US Postal Service to go digital to the success of Facebook, consumers and businesses continue to demand proficiency in the latest technologies wherever they go – at home, at work, in the marketplace. The smart players in the marketing world recognized this trend long ago and continue to work toward a model that will integrate online marketing seamlessly into existing models - even if it requires a little M&A.

Digital B2B online marketing to grow in 2010

The internet has is an important asset for B2B firms. As a result, B2B online marketing expenditures are expected to grow in 2010, according to private equity firm Veronis Suhler Stevenson.

Of the $24.36 billion invested into B2B marketing, digital media is expected to grow by 8.7 percent. VSS anticipates the platform will account for $4.78 billion of expenditures, more than one-sixth of total spend. Additionally, the firm expects digital to be the fastest-growing channel, increasing by rates in the double-digits over the next four year, relays BtoB Online.

Digital media is one of the few areas VSS is expecting to grow, relays BtoB Online. The report indicates the trade show sector will drop 3 percent to $12.36 billion, while magazine expenditures will dip 11.2 percent to $7.22 billion.

According to the report, growth of B2B spend as a whole will be hampered by the lingering economic recession. "There will be a longer and slower economic recovery during the expansion period covered by the forecast compared with previous expansions because of the breadth and depth of the recession," Radio Ink quotes VSS president John Suhler as saying.

The growth of digital marketing in the B2B sector is mirrored by the rise of internet advertising as a whole. Research firm eMarketer recently predicted that online marketing expenditures will reach nearly $100 billion worldwide by 2014.