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Mobile Innovators: HP = Huge Potential
“Our mobile phones have become so tethered to our everyday lives that soon they’ll become more important than our wallets.” That’s the opening statement in a Huffington Post article written by Chris Curtin, Hewlett-Packard’s Vice President of Digital Strategy & Corporate Marketing.
As the CEO of a company that’s providing mobile business solutions, I couldn’t agree more! I also particularly appreciated this portion:
In emerging markets, where PCs are often prohibitively expensive, mobile phones are vital to staying connected and important for boosting economies. Already, many are using their basic mobile phones as electronic wallets, replacing traditional banks with “mobile money.”
The growing impact of mobile was demonstrated recently by the American Red Cross, which raised more than $32 million for Haiti earthquake relief in just over a month. The ease and convenience of sending a text message to make a $10 donation (automatically charged to your cell phone bill) showed the power of the medium to rally a nation.
From insurance companies to publishers, we have been working with organizations to provide exactly what Chris is talking about. His summary of benefits aligns perfectly with our mission:
•Instant access: Instant reception means instant reaction.
•Personalized: Mobile marketing can be targeted to the precise needs of individuals.
•Experiential: Emphasis is on experience and ease rather than on inundating consumers with every piece of content out there. For example, HP’s mobile printing.
•Effective: Recall is high for mobile marketing, especially for campaigns that provide solid value in simple ways.
•Integrated: Easily inserted into a company’s entire marketing ecosystem.
•Established: Mature infrastructure and networks are in place (and improving steadily). The soon-to-be-launched 4G network will only increase speed and security.
•Green: Mobile saves paper and energy. GQ and Esquire are making moves toward mobile publishing with their Apple iPhone apps.
•Augmented reality: Overlaying digital information on physical environments.
In the above, Chris mention’s HP’s mobile photo printing. Interestingly enough, February 21 – 23 we provided real-time mobile updates for the Photo Marketing Association’s conference. The service ensured attendees received notifications of program changes, on-the-fly activity alerts, and exclusive offers. Also, exhibitors used the service to sponsoring messages and sent personalized communications, enabling them to drive booth traffic and stand out above other competing exhibits. HP was one of the companies that used the service during the show!
Some of the alerts HP put out included:
(PMA10): Still time to catch NHL’s Anaheim Duck George Parros at HP booth until 12:15Pp. Win a signed stick! www.hp.com/go/rps
(PMA10): PMA President’s reception is also PMA TweetUp, at 6p, in Palm Court of Anaheim CC. @GuyKawasaki to be there.
(PMA10): PMA2010 Parting Shot Reception at 4:00p. Still time to enter for the $10,000 prize drawing.
Chris’s closing remarks to his article are extremely compelling:
To make the most of mobile, companies must stay true to the values of the Connected Age (i.e., accessibility, transparency, authenticity, responsiveness), while devoting the same energy, budgets, and talent as they do to other channels. Brands must create a compelling mobile presence that provides anything a consumer may want or need.
Companies must also develop compelling mobile services like product comparisons and “text help” features to facilitate better purchase decisions and stronger sales among consumers shopping in brick-and-mortar stores.
Finally, brands must build fun, useful, social experiences that will deepen consumers’ relationships with a brand. Time is precious, so give them a valid reason to connect with your brand.
I’m sure that in time companies like Moblico and HP will help brands and organizations achieve exactly this. In the meantime, we are well on our way…
