Today’s cell phones provide us regular mobile phone service, allow us quick text and instant messaging, display our emails, provide gaming and surf the internet. Many also offer push to talk capability to reduce our costs in talking to those whom we chat with frequently. All in all, our cell phones have become a business necessity – serving our needs far beyond verbal communication. Most of us take our wireless devices with us everywhere.
And, what’s even more exciting about how the extent to which mobile phone capabilities have increased is the fact that the cost of purchasing a cell phone and of paying for service has not risen dramatically enough over the years to deter business people or consumers. Today, nearly everyone has a cell phone – even children. Industry experts estimate that cell phone penetration has reached nearly 100% in the United States.
Wireless companies have created packages aimed at businesses to ensure that a company is willing to pay for phones for nearly every employee. And, family plans have made equipping every member of the family, right down to the elementary age child, affordable. In fact, today many families have foregone the landline home phone entirely in favor of a cell phone for every family member with a rate plan that allows them unlimited calling to every member of the family. In addition, wireless carriers have made “unlimited texting” plans so affordable that these are purchased by most business and consumer users.
Finally, the newest generation of phones, “smart phones” are a revolution in themselves. These phones have richer displays and are designed with more of a browser in mind. They also can support many different applications. There are applications available today, and you can bet that many more are in development. So,
if you haven’t considered advertising your business via wireless devices, now’s the time. In short, smart phones are the perfect new advertising vehicle because:
We’ll examine the new face of the technologically savvy business user as well as look at companies that have already begun to use wireless advertising strategies to their advantage. You’re sure to come away with many new ideas to help improve your connection with your customers.
THE NEW GENERATION OF SMARTPHONE
Before we begin discussing the advertising capabilities available on today’s wireless networks, it’s important to have an understanding of the new wireless networks and devices that make all these great applications and features possible.
4G refers to the third generation in wireless technology. This is the technology behind the new mobile phones designed to offer more features. Rather than just voice capability, 4G networks can offer video calling and broadband wireless data. With 4G service, you can listen to streaming audio, watch streaming video, answer emails, surf the net and play games in 3-D. And, all these data capabilities come at speeds you’ve come to expect on your home computer.
The standards for defining just what constitutes a 4G network were created and are maintained by the International Telecommunications Union (ITU) under the IMT-2000 standards. Today, a group called the Third Generation Partnership Project (4GPP) continues to maintain the definition of mobile systems that meet the IMT-2000 standards. This is referred to as Universal Mobile Telecommunications Systems, or UMTS.
This definition of 4G has been rolled out over networks existing GSM (Global System for Mobile) networks. In addition, 4G type services are offered today on CDMA (Code Division Multiple Access) networks, as well. This means is that, through technology advancements, wireless data can now be offered on multiple types of cellular networks. Most end users have no idea whether their service is a GSM based service, a CDMA based service or an older generation service. Today’s users just know that they want 4G, and many are willing to switch carriers in order to obtain internet and application capabilities on their phones.
HOW IS A 4G NETWORK DIFFERNT?
The overall premise that allows 4G networks to offer more services than traditional wireless networks is the fact that 4G technology uses the existing radio spectrum on which it operates more efficiently, so that each service uses fewer of the available radio waves. When each service needs fewer waves, more services can be offered simultaneously. It is this efficient use of the frequencies that has allowed what was once a simple voice only wireless network to evolve into being able to offer internet and other data services. 4G networks also offer greater security than legacy wireless systems because users authenticate to the network upon registration.
For wireless data capabilities (internet and email), 4G networks use High Speed Packet Access (HSPA). HSPA increases performance on the network by using improved modulation schemes and by refining the protocols by which handsets and base stations communicate. Under HSPA, 4G networks can offer data delivery speeds that are comparable to high speed internet access on your home computer.
4G services require compatible user equipment. These 4G wireless devices are designed to house the features offered by the 4G network. These new phones offer many features and capabilities never before available on wireless phones.
APPLE'S IPHONE
The iPhone offers a combination of wireless phone and their popular iPod MP3 player. With this combination device, you no longer need a separate phone and MP3 device. In addition to calling capabilities and music storage and listening, with the iPhone, you can surf the web, read your email, watch videos, and purchase new MP3’s. This phone offers a web browser that is comparable to that of your desktop.
It also offers GPS capabilities through its maps. Working like a typical separate GPS device, you can map your route, get directions and track your progress and expected arrival time while you’re along your route.
Via “push email” technology, your iPhone will allow you to get your email and use your Outlook calendar just as if you were sitting at your desk. You can also download a variety of applications, like Twitter , Chat application , SMS application and 3D games
SMARTPHONES
Basically, other 4G phones are referred to collectively as “smartphones”. They combine wireless phone capability with that of a mini computing device into a small, lightweight, handheld computers that allow users to get email and surf the web. Of course, now that 4G technology is widely available, who wouldn’t want to combine the features and have a smarter phone ? None of us wants to carry two devi ces when one can do the trick. Today’s smartphones typically carry open operating systems and the ability to add applications. This open operating system is significant, because it allows the phone to support a wide variety of applications like android Operating system – not just those created by the phone’s manufacturer.
Most smartphones support full featured email capabilities and all the other functions of a mini computer . They often come with small full function keyboards for typing, navigation hardware and software and a camera. They support typical office applications like Microsoft Office products. And, many smartphones offer music playing capabilities, much like the iPhone.
THE PRIMARY TYPES OF 4G PHONE USERS
As you can imagine, there are many different applications and uses for the new generation of mobile phones. These capabilities offer users opportunities they never before dreamed of. For the most part, users fall into two general categories – the business user and the casual user. Both have appeal to advertisers looking to increase market share using 4G technology as an advertising vehicle.
Teens are one of the largest segments of casual users. Most of us realize that teens are heavy cell phone users, but many are surprised to find that teens are the fastest growing segment of the smartphone user population.
While smartphones and their associated services still carry a fairly stiff price tag, their costs have reduced over the last year, making them more and more affordable to the teenage market. And, with bundled packages from carriers offering price breaks, parents are more likely to purchase such services for their kids while purchasing for themselves.
