Written by Mike Yonker, VP of Mobile
With Apple's release of the iOS 5, the question in most people's minds may be “will there be more levels added to Angry Birds?” While I can't answer that, there are many new features that marketers should pay particular attention to that could affect the ways they reach, engage and convert customers. Here is a look at 5 features for marketers, in honor of iOS 5:
1. Twitter Integration – This is probably my favorite new feature. From the slick, creative treatment when selecting a photo or page to tweet, to the automatic application of Contact's twitter handles as users start typing, to the easily applying location to your tweet. Twitter was already quite popular among iPhone users, with 40% of tweets originating from mobile. This feature adds fuel to the fire for many of my socially connected colleagues. Expect more tweets, twitpics and more location in tweets.
2. Notification Center – This is a feature that Android has excelled in over iOS for a while. Without true multitasking, the need for great notifications is key to any sort of push communications and service. Although I'm not fully sold on the implementation, Apple has designed a much more configurable and visual way for apps to get messages in front of consumers who choose to allow them. It's still key that there is true value behind them, otherwise, the user will either never enable them in the first place or turn them off in Preferences.
3. Reminders – It's hard for me to write this with a totally straight face, but yes, Reminders. The ability for an app to set geo-fenced reminders will be interesting to remind about events, track shopping lists, and actual store visits for brands, consumer packaged good companies and retailers. Reminders for me to buy Tide when I leave work and to look at my eValues as I approach Sam's Club are both useful and cool.
4. Safari – It's faster and more complete with new features like a reading list that syncs between mobile and desktop web browsers. The trends are clear – smartphones and tablets drive almost 7% of all digital traffic in the U.S., according to a report release by comScore released this week. Better browsing. Happier mobile browsing. More cowbell!
5. PC Free – This goes hand in hand with #4. iOS 5 syncs over Wi-Fi, to the cloud. Well, to the iCloud. The bottom line is that we will be using our mobile and tablet to interact with our favorite brand's digital assets more and more. Just look at the ways our younger kids interact with digital, my daughter knew how to use the iPhone before she was 2 years old. My theory is that they will grow up and look at our computers like we look at mainframes and minis. Apple is making iOS devices more and more independent, removing unnatural reasons to go back to the PC.
Apple claims there are over 200 new features in iOS 5, so this is just the tip of the iceberg, and there are many other elements, like iCloud, which could allow marketers to synchronize their content across a customers entire set of devices and computers to deliver a smart, seamless experience. The list goes on, but one thing is clear, mobile's importance in your marketing toolset is growing. If your digital drive-through window (mobile) is not great, your customers will drive on and go somewhere else.