This piece is by David Armano for Harvard Business Review.
While the globe grapples with uncertain economic realities, "mobile" appears to be gold. Facebook is expected to announce their uniquely targeted mobile advertising model before the end of the month.
Here are the highlights:
**Advisory firm IDC predicts that by 2014 there will have been 76 billion mobile apps downloaded
**resulting in an app economy worth an estimated thirty five billion in the same year
**Getting something launched on Facebook. Twitter or Pinterest is easy but building an engaged and meaningful following isn't
**Businesses will have to take a different approach from their usual strategy - it's not about mobile as much as it is about understanding mobility
**Mobility is radically different from sitting at a desktop
**Mobility changes context: cultures incorporate mobile technologies differently
**Mobile itself is the nuts, bolts and infrastructure, while mobility is the context which determines if it all works together or doesn't
**An organization or individual must establish a center of excellence that puts mobility at the core.
**Realize that going mobile is not the same thing as having an app.
**Invest in making your "digital ecosystem" more mobile-friendly
**Don't put mobile tactics infront of strategy.- Tomorrow's successful companies will boast significant (and sustainable) usage numbers due to the value of their content, whether it's sheer utility or impossible-to-ignore entertainment value.
Selected by Jan Gordon covering "Mobile Marketing and Beyond"
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