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  1. 1. Mobile Marketing 101: Chapter 10:iPhones & SmartphonesiPhones & SmartphonesIntroductionDeveloped by Apple Inc., news of the very first iPhone was first released on January9, 2007 and the product went on sale in June of the same year. Since then, Applehave been dominating and nurturing the smartphone market.In the last quarter of 2008, Apple sold over 4.4 million 3G iPhones. In comparison toiPods (approximately 200 million of which have been sold since they were launchedin 2001) this indicates wild success. This chapter of the Mobile Marketing 101 seriesdiscusses the iPhone and the supporting smartphone industry.Key Terms and Concepts3G Third Generation of mobile communications systems. 3G networks enable network operators to offer users a wider range of more advanced services while achieving greater network capacity.Accelerometer A sensor which detects motion and inertia.API Stands for Application Programming Interface. The resource of protocols and languages used for developing compatible applications.Bluetooth A short distance wireless transfer protocol for connecting devices.CFNetwork The framework of network protocols for the Mac OS.Emulator Software which emulates a particular handset or model for software testing.Flash Technology used to show video and animation on a website.FTP Stands for File Transfer Protocol.GPS Stands for Global Positioning System. Satellite-based positioning technology that allows a GPS receiver to calculate its position anywhere on earth with great accuracy. Assisted GPS, however, uses the physical structures of the network provider to locate the device.HTTP Stands for Hypertext Transfer Protocol, a protocol used when browsing the World Wide Web.IMAP Stands for Internet Message Access Protocol, one of the two primary Email protocols.iPhone Apple’s highly successful smartphone.Quirk eMarketing is the largest full service online marketing agency in Africa with 10 years of experience www.quirk.biz info@quirk.bizin providing holistic eMarketing solutions. From our Cape Town, Johannesburg and London offices, Quirkprovides exceptional client service to a wide range of clients including: Google, Sun International, SouthAfrican Tourism, First National Bank and Warner Bros. 1
  2. 2. Mobile Marketing 101: Chapter 10:iPhones & SmartphonesiPod Apple’s popular portable media player.iTouch Apple’s multimedia player and digital organiser, offering functions beyond the iPod but without the telecomm features of the iPhone.MMS Stands for Multimedia Message Service. An extension on SMS, allows picture, sound or low quality videos to be sent on a wireless network.OS Stands for Operating System. The essential base software of a system.POP3 Stands for Post Office Protocol version 3, a protocol for Email.QWERTY A full keypad, similar to the one found on computers.SDK Software Developer’s Kit. The set of tools and information a developer needs to create an application.Smartphone The handsets have advanced capabilities and allow users to add applications to their phones. They usually have a QWERTY keypad and include 3G and WiFi capabilities.Social Media The media that is published, created and shared by individuals on the Internet, such as blogs, images and video.Tethering Connecting a device to the Internet, which otherwise cannot connect by itself, using a connected mobile device.vCard Virtual contact card on mobile devices.WAP Stands for Wireless Application Protocol. A technical set of communication standards for the way wireless devices (like cell phones) connect with the Internet.WiFi The wireless technology which is the current standard protocol for networking and connecting to the Internet.A Closer Look at the iPhone 3GSNow available in a variety of eclectic colours, the iPhone is still available in traditionalblack and white. It has also been made increasingly affordable with the drop in priceassociated with the release of newer models of the device. Demand for the product isstill on the rise. 3.3 million iPhone units were sold between June and December 2007in the US alone, while AT&T only held 2 million contracts for the phones at the time.44% of consumers looking to buy smartphones say they are interested in the iPhone,and 86% of these consumers have their eye on the iPhone 3GS as opposed to thecheaper versions.The iPhone 3GS has only four physical buttons (alarm, volume, ringer volume andQuirk eMarketing is the largest full service online marketing agency in Africa with 10 years of experience www.quirk.biz info@quirk.bizin providing holistic eMarketing solutions. From our Cape Town, Johannesburg and London offices, Quirkprovides exceptional client service to a wide range of clients including: Google, Sun International, SouthAfrican Tourism, First National Bank and Warner Bros. 2
  3. 3. Mobile Marketing 101: Chapter 10:iPhones & Smartphoneshome), with primary control made available via the multi-touch screen, motionsensors and, when the device is in use, via the specialised iPhone earphones. Jailbreak was a community of hacked Apple iPhone users during the initial phase ofThe language and character support for the iPhone 3GS is extremely advanced; so the iPhone. Apple had not started offering iPhone products in the store, or made muchadvanced, in fact, that it allows for manual, handwritten input of Chinese characters allowance for third-party development.and even predictive text. Early developer’s like Steve Demeter whoThe advanced smartphone uses sensors to detect when the phone is placed to the created the popular Trism game, initiallyear, and the touch screen capabilities are switched off, while the backlight is dimmed launched the game for free to the community.to reduce battery consumption. Once Apple took action against the community when they launched the iPhone App store, Steve began selling his gameMultimedia playback on the smartphone is becoming an almost seamless operation, through the store, and made millions from aplaying more file types than before. game he originally gave away for free.The supported audio formats include Advanced Audio Coding (AAC), protectedAAC, MP3, MP3 Variable Bitrate (MP3 VBR), Audible formats (for audiobooks) AppleLossless, AIFF and WAV. Supported video formats include H.264, .m4v, .mp4, and.mov, mpeg.With full screen video and cover flow for music on landscape orientation andgapless playback, the iPhone provides a great user experience as well as access tomultimedia.Music can easily be used as ringtones for a small additional fee if bought from theiTunes store. The music can be edited with iTunes or the GarageBand (desktop)software to make for a better notification tone.The latest version of the hardware and software, the iPhone 3GS (the S for speed) hasthe following specifications and features: 600mhz CPU 256 MB RAM OpenGL ES 2.0 graphics support 3 mega pixel camera (up from 2 mega pixels) Camera now has auto-focus and ‘tap’ focus VGA video recording at 30 frames per second (FPS) 7.2 Mbps HSDPA Internet connection 480 x 320 display resolution 3-axis accelerometer (motion input)Quirk eMarketing is the largest full service online marketing agency in Africa with 10 years of experience www.quirk.biz info@quirk.bizin providing holistic eMarketing solutions. From our Cape Town, Johannesburg and London offices, Quirkprovides exceptional client service to a wide range of clients including: Google, Sun International, SouthAfrican Tourism, First National Bank and Warner Bros. 3
  4. 4. Mobile Marketing 101: Chapter 10:iPhones & Smartphones Digital compass (with Google Map integration) Voice recording Voice dialling and advanced voice control Up to 32GB flash storage space ‘Spotlight’ search function Full screen landscape video playback Assisted GPS Virtual QWERTY keyboard Parental control on media In-app purchases Oleophobic (grease resistant) screen coating (reducing smears and improving touch navigation) Multi-touch screen navigation Asynchronous network interactions (for increased data transfer speeds) Allows for stereo Bluetooth headphones Now has MMS features (if supported by the network service provider) Copy and pasting capabilities added to the 3GS Can be tethered for use as a 3G modem, but is network dependent (not in the US, for instance) Up to 3000 hours standby battery power Support for POP3 and IMAP protocols Supports 30 languages and over 40 keyboards layoutsDespite all these great specifications and features, Apple realise they simply can’tplease everyone. There are some ongoing concerns with the iPhone that thesmartphone community is hoping that Apple will address, provided the independentdevelopers don’t get there first.The lack of Flash/FLV video playback is among these concerns, as is the fact that thecamera on the phone cant swivel to the front. The latter means that the phone doesnot make provision for video calls. There have been mixed reactions to the casingof the phone which, while previously comprising of a durable metal, is now made ofplastic. Ostensibly, this adaptation was intended to increase reception. Despite this, ithas been received with mixed feelings. The devices are also locked into a network (forexample, AT&T in the US) and only offer assisted GPS.Quirk eMarketing is the largest full service online marketing agency in Africa with 10 years of experience www.quirk.biz info@quirk.bizin providing holistic eMarketing solutions. From our Cape Town, Johannesburg and London offices, Quirkprovides exceptional client service to a wide range of clients including: Google, Sun International, SouthAfrican Tourism, First National Bank and Warner Bros. 4
  5. 5. Mobile Marketing 101: Chapter 10:iPhones & SmartphonesiPhone Development Developed by a company called SightMax,Since the launch of the API, many independent developers with a little know-how iMaximo is a real-time customer serviceand a great idea have become rich, almost over night. Here’s a guide into some of the platform for the iPhone and Windowsgadgets under the hood. smartphone, providing a one-on-one consumer/business chat service.The iPhone operating system is based on the same principles as Darwin, the backbone Businesses can monitor traffic, superviseof the Mac OS X, and is less than 500 megabytes in size. The most recent version, live chats with customers and receiveiPhone OS 3.X, was released on June 17, 2009. notifications on customer comments.iTunes is used to manage the media, with the iTunes store as the merchant forapplications (currently available in 77 countries), and also as the conduit for the freeOS updates. Access to the iTunes store can now be made via the cellular network withthe iPhone 3GS, no longer requiring WiFi access.Apple encourages developers to create applications, market themselves and driveusers to the store. The store has exclusive rights to the applications on their virtualshelves, making them the official app authority and merchant. An average of 96% of allpossible applications submitted to the store, are approved.The CFNetwork framework outlines the programming standards for creatingapplications using network protocols like HTTP (and SSL and TLS encryption), BSDsockets and FTP servers.What is an accelerometer? Tilt, rotate, twist and shake, the 3-axis accelerometer addsincreased control and navigation of the operating system and applications by sensingmovement, velocity and acceleration.Bonjour is a platform for iPhones to find and identify IP addresses for communication,without a DHCP or DNS server – Very handy for creating apps geared towards LocationBased Services (LBS).One can also create applications with re-skinning in mind. By leaving this option open, iPhone and iTouch Emulatoryou can easily re-brand your application to generate advertising revenue. Check out http://iphonetester.com/ fromvCards are not unique to iPhones, but do make exchanging contacts a lot easier. The a desktop machine to experience Internetdigital business cards contain spaces for name, telephone numbers, URL or email access from an iPhone or iTouch.addresses, geographical information, job description, picture and even an audio clip.Quirk eMarketing is the largest full service online marketing agency in Africa with 10 years of experience www.quirk.biz info@quirk.bizin providing holistic eMarketing solutions. From our Cape Town, Johannesburg and London offices, Quirkprovides exceptional client service to a wide range of clients including: Google, Sun International, SouthAfrican Tourism, First National Bank and Warner Bros. 5
  6. 6. Mobile Marketing 101: Chapter 10:iPhones & SmartphonesHow to Promote your iPhone ContentThere are over 40 000 iPhone applications at the store, a figure which is rapidlyincreasing. So getting your application noticed in the store requires a certain amount ofcunning.Setting the right price is very important. Adjust your prices to you find the balancebetween a worthwhile venture for the consumer and selling yourself short.As discussed in the Social Media and Gaming chapter of the Mobile Marketing 101 series,customers are way more likely to pay for an application after a free trial session. Keepthis in mind when developing an application or planning to charge for content.Promote your content from your website, or create a dedicated site with a strongbranding message and call to action around the product. A virtual tour or screenshotsprovide interested parties with a lot of information that might sway their decision in yourfavour.Reviews are a great way to promote your content, but for obvious reasons, writing yourown reviews is not advisable. Find the right channels for marketing your content (such asforums and other Social Media sites), and invite users to rate (quick poll out of 5 or 10)and/or review it to provide extended detail.In order to market your application globally, localise the application for distribution incountries with iPhone availability (language, network carrier compatibility, ads displayedetc).iPhone network service providers include O2 (UK), T-Mobile (Germany, Austria and theNetherlands), Orange (France), Swisscom (Switzerland), Vodafone (Italy, New Zealandand Australia) and Telia Sonera (Finland, Sweden, Denmark and Norway).Quirk eMarketing is the largest full service online marketing agency in Africa with 10 years of experience www.quirk.biz info@quirk.bizin providing holistic eMarketing solutions. From our Cape Town, Johannesburg and London offices, Quirkprovides exceptional client service to a wide range of clients including: Google, Sun International, SouthAfrican Tourism, First National Bank and Warner Bros. 6
  7. 7. Mobile Marketing 101: Chapter 10:iPhones & SmartphonesCase Study - Hyper and Golden Gekko Promote The UnbornHyper and Golden Gekko worked together to develop an iPhone application topromote The Unborn, a Universal Pictures supernatural thriller about a woman whois haunted by spirits of her past.Using the traditional billboard style of print advert, Hyper and Golden Gekko createdthe themed iPhone application to spark interest in the movie.The interactive ‘billboard’ application contained hidden content just waiting to bediscovered and provide teaser information. Users could wipe the steam off themirror using their fingers to reveal content linked to the movie’s plot.The iPhone application also contained a high quality trailer for The Unborn movie,high quality clips from the movie, synopsis, production notes and image gallery.The most encouraging aspect was the fake incoming call when the user closes theapplication. The phone rings and a near-perfect image of an incoming call pops upfollowed by the creepy voice of one of the movie characters.The application proved a resounding success with little in the way of additionalpromotion. Launched in February 2009, the application went to number one of the top10 most downloaded free applications in the iTunes store - an honour it enjoyed fortwo weeks. The iTunes store also listed it as one of the hot applications of the week.Simple and successful, Universal Pictures have said to be including mobile into theirholistic marketing techniques in the future.Further Discussion Where are good Social Media destinations to market one’s product and encourage honest reviews? Discuss subtle differences between desktop and iPhone multimedia capabilities, and use in a marketing campaign. How can one create campaign for iPhone 3GS users without isolating the rest of the smartphone market? What are the benefits of the Apple store business model for the developer or marketer? How can smartphone development improve holistic marketing tactics (Interactive campaigns, CRM etc)?Quirk eMarketing is the largest full service online marketing agency in Africa with 10 years of experience www.quirk.biz info@quirk.bizin providing holistic eMarketing solutions. From our Cape Town, Johannesburg and London offices, Quirkprovides exceptional client service to a wide range of clients including: Google, Sun International, SouthAfrican Tourism, First National Bank and Warner Bros. 7
  8. 8. Mobile Marketing 101: Chapter 10:iPhones & SmartphonesWhat’s Up Next?Mobile 101: Chapter 11Planning a Mobile CampaignWhen launching a Mobile Marketing campaign, planning your strategy carefully ishalf the battle.Chapter 11 of the Mobile 101 series walks you through the process of using the rightchannels for reaching your target market, while ensuring that your efforts are allabove board.ReferencesApple.com [Date Unknown] Introducing iPhone 3GShttp://www.apple.com/iphone/[Accessed on July 10]Bakhyryev, Peter [May 20 2009] Tutorial: Networking and Bonjour on iPhonehttp://www.mobileorchard.com/tutorial-networking-and-bonjour-on-iphone/[Accessed on July 10]Biyani, Gagan [July 14 2009] SightMax brings live chat customer service to the iPhonehttp://www.mobilecrunch.com/2009/07/14/sightmax-brings-live-chat-customer-service-to-the-iphone/[Accessed on July 15]Boogadget.com [Date Unknown] 6 Reasons Why the iPhone 3G Still Suckhttp://boogadget.com/7-reasons-why-the-iphone-3g-still-suck[Accessed on July 10]Chen, Brian X. [September 19 2008] iPhone Developers Go From Rags to Richeshttp://www.wired.com/gadgetlab/2008/09/indie-developer/[Accessed on July 13]Chen, Jason [June 17 2009] iPhone 3GS Reviewhttp://gizmodo.com/5293388/iphone-3gs-review[Accessed on July 10]Quirk eMarketing is the largest full service online marketing agency in Africa with 10 years of experience www.quirk.biz info@quirk.bizin providing holistic eMarketing solutions. From our Cape Town, Johannesburg and London offices, Quirkprovides exceptional client service to a wide range of clients including: Google, Sun International, SouthAfrican Tourism, First National Bank and Warner Bros. 8
  9. 9. Mobile Marketing 101: Chapter 10:iPhones & Smartphonesdevworld.apple.com [Date Unknown] Bonjourhttp://devworld.apple.com/documentation/Networking/Bonjour-date.html[Accessed on July 10]Evans, Robert [July 8 2009] Half Of New Smartphone Buyers Want iPhoneshttp://www.blogcatalog.com/search.frame.php?term=smartphone+marketing&id=f3b156533c638f7ba82a90eaf9c3d64d[Accessed on July 15]Facebook [Date Unknown] iPhone-3G Fan Pagehttp://www.facebook.com/pages/iPhone-3G/19661756961?ref=s#/pages/iPhone-3G/19661756961?v=info&viewas=674416926[Accessed on July 10]German, Kent [June 9 2009] iPhone OS 3.0 revisitedhttp://reviews.cnet.com/8301-19512_7-10260521-233.html[Accessed on July 15]Horwitz, Jeremy [March 17 2009] iPhone OS stats: 30M devices, 25k apps, 800mdownloads, 96% approvedhttp://www.ilounge.com/index.php/news/comments/iphone-os-stats-30m-devices-25k-apps-800m-downloads-96-approved/[Accessed on July 15]Hughes, Jeff [May 18 2009] App Marketing 101: Introduction to iPhone App Marketinghttp://148apps.biz/introduction-to-iphone-app-marketing/[Accessed on July 10]jailbreak.me [Date Unknown] Conceited Softwarehttp://jailbreakme.com/history[Accessed on July 10]Quirk eMarketing is the largest full service online marketing agency in Africa with 10 years of experience www.quirk.biz info@quirk.bizin providing holistic eMarketing solutions. From our Cape Town, Johannesburg and London offices, Quirkprovides exceptional client service to a wide range of clients including: Google, Sun International, SouthAfrican Tourism, First National Bank and Warner Bros. 9
  10. 10. Mobile Marketing 101: Chapter 10:iPhones & Smartphonesmmaglobal.com [Date Unknown] The Unborn Movie Campaign for iPhone (GoldenGekko)http://www.mmaglobal.com/studies/unborn-movie-campaign-iphone-golden-gekko[Accessed on July 9]McNulty, Brendan [April 17 2009] iPhone Apps Marketing 101http://www.brendan-mcnulty.com/2009/04/iphone-apps-marketing-101.html[Accessed on July 10]Shah, Pathik [July 15 2008] 7 reasons why iPhone 3G suckshttp://www.digitgeek.com/7-reasons-why-iphone-3g-sucks/[Accessed on July 10]VertygoTeam.com [Date Unknown] iPhone Marketing Strategyhttp://www.vertygoteam.com/iphone_marketing_strategy.php[Accessed on July 10]Ziegler, Chris [June 10 2009] iPhone 3G S supports OpenGL ES 2.0, but 3G onlysupports 1.1 -- will the App Store splinter?http://www.engadget.com/2009/06/10/iphone-3g-s-supports-opengl-es-2-0-but-3g-only-supports-1-1/[Accessed on July 14]Quirk eMarketing is the largest full service online marketing agency in Africa with 10 years of experience www.quirk.biz info@quirk.bizin providing holistic eMarketing solutions. From our Cape Town, Johannesburg and London offices, Quirkprovides exceptional client service to a wide range of clients including: Google, Sun International, SouthAfrican Tourism, First National Bank and Warner Bros. 10

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