Evolution of the Mobile Experience
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Mobile devices such as the iPhone and iPad usher in new ways for consumers to experience the web.
With the introduction of the Apple iPad last month, in a keynote from Apple CEO Steve Jobs, consumers received a sneak peak at yet another category of mobile device that will push the limits on Internet experiences such as surfing the web on the go. Consumers are also increasingly using their mobile devices to view emails, making it important for marketers to optimize their email creative for these next-generation gadgets.
One of the challenges facing marketers today is that there are multiple product categories and devices which make up mobile. Is a mobile device a cell-phone, a smart-phone, a net-book, a tablet, a laptop? Mobile device form factors are becoming more and more fragmented which is making it challenging for marketers to develop creative for multiple devices. As consumers move away from legacy devices such as cell-phones with small screens and traditional keypad and trackball interaction and switch to next-generation mobile devices such as smart-phones with larger screens and multi-touch interaction, marketers will have the opportunity to provide consumers with a rich, interactive and engaging experience.
