Marketing News: Comment from Paul Berney, European MD of the Mobile Marketing Association (MMA) about the impact the device will have on mobile marketing:

News Release from: MarketingUK
28/01/2010
Paul Berney, Mobile Marketing Association ,MMA, Apple Tablet,

"The Apple Tablet is going to have a significant and positive impact on the practice mobile marketing and the value that can be generated with it.

For marketers, the impact aligns along the factors of potential reach and rich media Internet-enabled services delivery. For instance, there are over 10 billion mobile-enabled device in the market today, including phones. As these devices, like the Apple Tablet, are adopted by consumers marketers will have extended reach for their programs, programs that can be full of engaging, rich, interactive media.

For consumers, the value aligns along the lines of increased capability and access. They will have more and more opportunity to easily access Internet services and related mobile applications and solutions enabled by these new devices to accomplish what they want, when they want it and how they want it.

These services will provide marketers and consumers alike with the ability to have a global presence while engaging in locally relevant services and community. Like the iPhone and other smartphones currently in the market, this is a high end device which only a relatively small proportion of consumers will be able to access in the short to medium term.

For devices to really impact on wider consumer uptake of mobile marketing, we need to see better consumer experiences being replicated across a broader range of handsets and tablets at all price points. Again like the iPhone before it, the impact of the device may go beyond just handset sales; it may stimulate a drive for richer and more engaging consumer experiences."

Paul Berney, European MD, the Mobile Marketing Association