Apple have done it again. First they revolutionised the mobile music player market with the launch of the iPod, now they are changing the smartphone landscape. In a new report AdMob highlights that Apple’s iPhone is winning the mobile Internet war by an astonishing margin. AdMob’s data, from its Mobile Metrics app, shows that, over the last six months, the iPhone accounts for fully 50% of all mobile browser traffic to Websites for U.S.-based smartphones, and 33% of global smartphonesite visits.
Traffic from other handsets such as RIM’s BlackBerry 8300 takes second place in the U.S., totaling 9.1%; globally, Nokia’s N70 handset is the distant runner-up to Apple with just 7.1%. Apple’s share of U.S. traffic has risen 40% in six months, and 29% globally.
Apple have been able to achieve such a dominate position due to the quality of the mobile Web browsing experience. When Apple announced the iPhone, it touted it as a “breakthrough internet device” because it uses a Safari browser that has a common core with the desktop version. The iPhone allows site browsers to experience a relatively normal web browsing experience such that there’s little need for viewing specialized cellphone optimised versions of a site.
What the AdMob figures clearly show is that despite a number of flaws, Apples fundamental approach to design, to focus on usability and the user experience will triumph even over more capable, technically advanced handsets.
Marketers, take note. Pay attention to the needs of your audience – but don’t be afraid to innovate. After all who knew that cell phones were going to be so big. McKinsey’s didn’t in the 80′s and even went so far as advising AT&T to not invest in the new technology as the market for handsets in North America would never exceed 1 million…. A view they lived to regret.
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