This week, the mobile enterprise addresses mobile advertising, privacy and the availability of Verizon iPhone 4.
Is Mobile Advertising a Waste of Money?
For those who look to online analytics to provide metrics for your advertising campaigns, new research suggests that you may not want to take it too personally. According to a survey by Harris Interactive, in conjunction with lead generation firm Pontiflex, mobile users click or tap on ads inadvertently 47% of the time.
While it’s not clear what exactly causes users to mistakenly click on ads -- whether it’s oversized fingers or poorly designed interfaces, the results seem to imply that advertisers may be wasting their money by advertising via mobile devices. However, it might not be a bad idea to diversify your online presence, as well as to look beyond traditional online ad units and measurement models. But running a cost-per-click campaign might not be the best way to spend your mobile dollars either.
On the bright side, the survey did show that mobile ads work when presented in a way that viewers don't find disruptive. According to respondents, 71% indicated a preference for ads that allowed them to remain in the app they're using. Additionally, 63% preferred ads that allow them to sign up for coupons, deals or newsletters.
While it’s clear that the mobile is where the enterprise should focus their attention, they need to make sure that they are being strategic and spending money wisely.
Updating Federal Laws to Protect Mobile Location Privacy
In case you didn’t think that the FTC’s Do Not Track guidelines were enough to protect consumer’s privacy, Senator Ron Wyden (D-OR) is drafting legislation to restore what he called "the balance necessary to protect individual rights." His proposed legislation would require police to obtain a search warrant signed by a judge before obtaining location information.
Because current rules are vague where geo-location is concerned, police are able to tap into the locations of mobile phones thousands of times a year. Senator Wyden says that current federal laws are not enough to stop common police practices of tracking the whereabouts of Americans' mobile devices without a search warrant.
Such legislation calls into question law enforcement and intelligence, as well as third-party software protocols for disclosing and accessing information. Last year, a group called the Digital Due Process coalition, representing Facebook, Google, Microsoft, Loopt and AT&T endorsed the principle of location privacy, citing a need to update federal privacy laws that would protect mobile and cloud computing users.
For the mobile enterprise, such legislation can impact how mobile devices are integrated into the workforce. Considering that many employees use personal devices to access both personal and professional files and information, defining the legality of tracking individuals and data based on geo-locational information provided by mobile devices may prove tricky and complicate company’s plans to embrace mobile technology.
Verizon Customers Gain First Access iPhone Availability
On a lighter note, this week Verizon customers who want to order an iPhone can begin to order online. In an email, Verizon Customers were told that they can start ordering the iPhone 4 at on Thursday, February 3 at 3 am EST.
For non-Verizon customers, February 10 is the designated day for iPhone 4 purchases. Although the Verizon iPhone 4 is practically the same as the iPhone for AT&T, there are a few differences. The Verizon version has a CDMA optimized antenna and Wi-Fi personal hotspot capability (for up to 5 connections); side buttons are in slightly different places than the iPhone 4 for AT&T and voice and data cannot be used at the same time.
What impact do you foresee the availability of the Verizon iPhone having on AT&T users and the mobile marketplace?