Mobile Groove

In the countdown to Apps World Asia (September 1-2, Singapore) we speak with Tak Miyata, senior vice president of global business at Mixi, the fast-growing and number one social network in Japan about Mixi’s strategy to expand its communications platform, enable third-party developers to make mobile apps for its members and encourage commerce that bridges online (digital) and offline (physical).

Mixi started out in 2004 allowing its users to post photos, share comments and links, and interact on community pages and forums based on themes ranging from recipes to rock-n-roll.

The monthly Carnival of the Mobilists (COM) sets up camp at MobileGroove with an entertaining and eclectic mix of themes and topics that speak volumes about recent developments in mobile. From a curated list of Mobile Web influencers to an examination of the pros and cons of mobile apps, it’s all there – so let’s dive in!

Tomi Ahonen is in rare form this month with a deliciously disruptive post dripping with sarcasm. It would be a great laugh if it was only fiction. But this quiz, which tests our ability to run Nokia into the ground (as it appears Microsoft and Stephen Elop are doing as we speak), is based on keen observations from a long-time Nokia watcher (and former employee).

What is the state of mobile retail readiness in Europe? How are Europe’s biggest retail brands extending their brand experience through mobile? What approaches are retailers taking to engage influence consumers throughout the purchase funnel (awareness, engagement, consideration, conversion and loyalty)?

Get the inside track by joining MobileGroove and Acquity Group executives this Wednesday (June 22) for Global Insight: European Retail Goes Mobile. The 30-minute online webinar (12-12:30 CST or click here to see the time in your region) will deep dive into the trends and mobile intelligence gleaned from Acquity’s first-ever European Mobile Audit of the top 300 European retail brands.

48 PERCENT OF U.S. CONSUMERS RESEARCED PRODUCTS ON A MOBILE DEVICE WHILE IN-STORE in December 2010, according to research from Oracle and ATG. This represented a 78 percent increase compared to November 2009, when just 29 percent of consumers were using their mobile devices for research in-store.

Unsurprisingly, the data shows that younger consumers (ages 18-34) were the most avid in-store researchers (60 percent), up 46 percent from November 2009 (41 percent). But the real opportunity just may be a more mature demographic.

We are entering into a new and critical phase of development in the mobile marketing industry. The discussion no longer centers on whether mobile fits in then marketing mix. Today we are debating where mobile fits best in the customer journey and whether marketers should craft mobile campaigns that focus on customer acquisition or retention.

According to M&S (Marks & Spencer), a leading U.K. retailer, the answer is all of the above.

Specifically, mobile has earned a place in every part of the sales cycle. From text alerts to customers on products and offers they are likely to appreciate (delivered only after customers have opted-in to receive them) to website functionality that allows them to buy what they want where they want, M&S has put mobile at the center of all they do.

Editor’s note: After a record year for mobile marketing spend and success (and a holiday shopping season that saw a spike in mobile commerce), analyst firms report mobile has finally arrived as a legitimate marketing medium. Forrester Research is particularly bullish and predicts marketers and retailers will start investing significantly in cohesive mobile marketing and commerce strategies. What is the current state of mobile commerce readiness among major brands? A recent audit and the results of a follow-up study by Acquity Group reveal the leaders and the laggards in mobile commerce — and offers advice to brands that want to close this gap.

The growth of mobile online shopping in the U.S. has been nothing short of phenomenal. This increase has been fueled by a significant shift in consumer behavior and a massive migration of users to smartphones. According to the latest figures from comScore, a digital measurement company, smartphone penetration has reached 23 percent, up from 13 percent in 2008.