Has the iPhone changed the consumer’s view of the mobile web?

The iPhone since launch has caused much hysteria amongst consumers and marketers alike. The phone itself has several standout features. The first being Safari, its cross platform web browser which enables the user to browse the internet, email and use applications such as search and maps. Technology that enables tracking of exact location of the phone is not a new idea but is now being used in a more exciting way that enables local targeting direct to people’s mobile phones via applications such as Google Maps. The fact that you can do this on you’re phone and have the opportunity to instantly ring/communicate with a restaurant in the town you’re approaching is pretty tasty.

Obviously viewing a web page designed for a PC on a mobile is not going to be a massively pleasurable experience. On the iPhone however, users can use the touch screen technology to navigate around websites and zoom in and out. This increases the capacity available to mobile phones and with it increases advertising opportunities. One point to consider here though is fat finger syndrome. Those whose fingers resemble sausages as opposed to mint matchmakers have increasing difficulty using the device.

The biggest turn off is the fact that it’s not a 3G (3rd generation) phone which has become a standard for modern phones. However, the fact that it is Wi-Fi enabled, it allows wireless access to the internet which can increase the speed of downloading web pages and data. So is this really web browsing on the go? I personally don’t think so, not quite yet, not with the 2.5G browsing speed. But Apple has raised the bar and competitors are sure to bring out competing, possibly better phones soon.

According to the Head of Advertising at O2, 60% of iPhone users are sending and receiving more than 25MB of data per month (which equals 7500 emails or 25 you tube clips) compared to only 1.8% of other pay monthly customers. These figures suggest that the iPhone could really be the kick start to mobile marketing.

On the other hand, some people are skeptical about the impact the iPhone will have on the industry. Does its lack of market penetration with its high price, 18 month contract and availability on O2 only make it just a boys toy?
The iPod Touch offers the same service in a slimmer model without the phone. Do people like to keep their phone as a separate tool or are people favourable of the all in one device? Would increasing download speeds and a larger screen entice you on to the web whilst traveling into work?
Technology widely available in Japan allows users to charge their phones with cash so they can, for example, go up to a vending machine, put their phone up to the machine which will deduct money from your account and dispense the drink. How refreshing. Or is it?
How open would you be to having a device that knows your exact location, knows what you have been searching on the internet, knows who you’ve called and knows what you’ve been buying? Similar technology has been developed in car parks across the UK. Has anyone used this?

I think the iPhone offers a lot more opportunities to advertisers targeting the younger generation who are open to receiving content. As long as the content is engaging and something different is offered then consumers will watch. According to Media Week (Apr, 07), it is predicted that in 5 years time, user-generated content and communities on mobile phones will be worth $6.95 billion. If these estimates are true then companies should be looking to offer services that fulfill this need. The mobile phone is perfect for capturing content and uploading it immediately and offers brands a good opportunity to harness relationships.

Whether the iPhone is the tipping point or 2008 will be another year of experimenting and testing is anyone’s guess but brands are starting to take more notice of its web browsing and interactive capabilities.