Mobile Marketing Strategy and beyond
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5 Reasons Why Every Brand Needs to Think About Mobile First

5 Reasons Why Every Brand Needs to Think About Mobile First | Mobile Marketing Strategy and beyond |

This is an excellent piece - worth your time!

The following is a guest post by Kevin McGuire, Vice President of Product for Motricity.

About the author

Kevin McGuire, is the vice president of product for Motricity, which delivers relevance-driven merchandising, marketing and advertising solutions for mobile operators, brands and advertising agencies. Kevin has been on the forward edge of mobile applications and platforms for over 12 years, leading product, marketing and engineering teams at start-ups and Fortune 500 companies, including Microsoft, Alcatel and Adenyo.

The reality is that mobile is no longer about the phone, it’s about being connected. Many predict that mobile Internet traffic will soon surpass that of traditional wired broadband. For enterprise brands and agencies, this trend is proving to be a disruptive force that is completely changing the way that marketing and advertising campaigns are being developed. Here are the five reasons that every brand needs to think mobile first.

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How to Disrupt an Overlooked Market

How to Disrupt an Overlooked Market | Mobile Marketing Strategy and beyond |
This article caught my attention, food for thought, a good plan of action for the right company.

Low-end innovators such as TracFone Wireless and Southwest Airlines can stun top-tier players by offering services to consumers who simply need them.

Here's an excerpt:

Established players often overshoot the market. As a result, they expose themselves to disruption by simpler or lower-cost entrants. That's because products often improve far faster than most customers can absorb their benefits. This happened when Southwest Airlines (LUV) disrupted the major carriers, when Craigslist disrupted the classified sections of big-city newspapers, and when CVS Minute Clinics (CVS) disrupted hospitals and doctors' offices.
Serving Underappreciated Consumers

My colleague Clayton Christensen, a pioneer in defining disruptive innovation, has pointed out that innovation often emerges at the fringes of existing markets in response to the needs of underappreciated people. Often they're what we call "non-consumers." As with immigrants and seniors with cell phones, they need cheaper, simpler, or more accessible goods and services. Out of these needs, new markets are born.

Business Week

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