The Latest Trends in Mobile Phone Advertising

“More than three billion people worldwide now use the internet (Time), and 80 percent of them access if from their smartphones” (Smart Insights). A smartphone is a mobile phone that performs many of the functions of a computer, typically having a touchscreen interface, and much more. There is an abundant amount of smartphone brands out there in the world and while they all cost different prices, they all perform the same job. Each person uses their smartphone for various reasons, whether it’s for work or to make calls or texts. Smartphones have changed society in various ways, both good and bad. Although countless individuals think that smartphones have ruined American society, smartphones have actually benefited society because of more safety precautions, information on hand, and entertainment.

With 6.6 billion connected mobile phones (against 4 billion toothbrushes) dragging in global profits of $1.5 trillion last year, the mobile phone business is growing at an implausible pace and does not seem to slow down. (Bingemann, 2016) Australian Communications and Media Authority are the two main regulators in regulating this industry. Mobile phone trend has grown rapidly fast in recent years, especially when big brands like Apple, Samsung brought out new product, telecom provider often bundle the data plans with the phone and sell to the customers. In Australia, there are three major telecom company, they are Telstra, Optus and Vodafone. Telstra has been a leader in this game since the very beginning and is continues to dominate the overall

Worldwide demand for Smartphones was robust as a result of the availability of high-speed wireless networks, mobile access to corporate intranets, and the broad acceptance of e-mail and text messaging for both business and personal communications.  The Smartphone industry was projected to grow from 10 percent of the global mobile market to 30 percent over five years. The growth is clear when considering in 2007 that the US enjoyed a 100% increase in user numbers with a 53% increase worldwide. Sales of units are predicted to be 500 million for 2008 and 2009 globally.

Due to advances in technology, smartphone availability and use is far more widespread than in the past. According to a study done by Ericsson[1], Singapore

  Advertising is a form of communication intended to persuade its viewers, readers or listeners to take some action. It usually includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers, to purchase or to consume that particular brand. Different types of media can be used to deliver these messages, including traditional media such as newspapers, magazines, television, radio, and billboards.

In a brimming world full of billions and billions of people, where smart phones are ever increasing, a lot of people in this world use cell phones as a means of communication. Cell phones have become a big part of everyone’s lives today. Smart phones today have been around for over a century now. These phones can really come in handy. Smart phones can be used for a variety of things like, communicating to one another, sending pictures, and even downloading applications on the phones that could be beneficial to you. On the other end of the spectrum, there are some cons to owning a smart phone. There are also pros to having a smartphone as well. Smart phones have impacted health, education, and interaction between one another.

Mobile phones have become a necessity for life, and without this thin gadget, many people would feel incomplete. We now use mobile phones in our everyday life as a phone, voice recorder, diary, alarm clock, watch and for making and confirming appointments, dealing with clients etc. Mobile phones are for many, fundamental when organising their lives. Mobile phones are not simply an electronic gadget, and it is difficult to define in one way about the usage of mobile phones. With the advances of technology, mobile phones are becoming a way of life. Mobile phones are not used as just communication tools but are also considered as devices which have strong communication networks along with the other functionalities such as audio solutions, FM

First, let us touch upon what really is a smartphone, and the evolution of the medium itself. Although the mobile phone has been used for many decades, the smartphone has been one of the most successful stories of the last decade with the advancement and complexity. Smartphones are mobile devices that offer not only the basic functions of a phone with having the ability to send a text and communicating through calls, but also being able to perform many advanced functions of a computer. Internet access, high quality camera, exceptional memory, recording devices, geo-positioning systems and more are all included within the smartphones in this day and age. With the creation of simply downloading any app on the smartphone also constructed a dynamic feature for the industry. There is an app out there for just about anything and everything, whether it is for social needs, entertainment needs, or even educational needs. This medium has forced us to adopt this certain culture where we are always connected to our peers, communities and the world. The smartphone has pierced itself into society, snatching a huge number of subscribers from five year-olds learning how to spell and speak with an app, to senior citizens keeping in touch with their family and a safety device in the event of an accident potentially.

Before 2007 electronic devices served customers to interact with the world, was primarily laptops, desktops for emails, web browsing, chat and e-commerce. Starting around early 2008, there was gradual shift towards tablets and smartphones. Critical question to probe and understand is what elements of the environment drove this structural shift. From a technology perspective tablets and smartphones use low powered CPU’s and RAM compare to their laptops and desktops brethren. They use both Wi-Fi and Cellular antenna to connect to World Wide Web. Cellular service provider’s data speed, which is the primary source for smart phone speed seen considerable improvement from 2G to 3G and further to 4G3.

The amount of smartphones users have nearly doubled within the past 5 years, from 35% to 70%.("2014 Marketing Statistics Infographic"). As the number of users continues to rise, advertising will continue to integrate with smartphones. Smartphones have dramatically changed the way consumers are approached by advertising companies. Before we can understand how smartphones have changed the advertising industry, we must first recognize that advertising and smartphones were not always related. By answering the following two question, it will further examine the effect of smartphones on advertising. How have smartphones impacted the advertising industry? How effective advertising on smartphones is?

Mobile Phone market has a huge demand to improve the service and function from manufacturer’s perspective. Globally , Mobile phones became an important part of peoples life. The life time changes as per the use of devices . In North America , people uses it as a

Anyone who owns a mobile device has experienced an advertisement popping up on their screen, interrupting their routine. But certain people wonder if these advertisements serve their purpose in being effective? There have been studies proving that mobile advertising is a beneficial way to promote a business. With the growth of social media, there are tons of advantages and some fixable disadvantages stated in “A More Effective Way to Advertise the Distance Education Programmes: Mobile Marketing Approach.” The article “A three-market empirical study of consumers ' mobile marketing acceptance” examines whether people actually like ads and utilize them. There are also studies examining successful ways to manipulate mobile marketing.

3. It can be argues that Smartphone are increasingly becoming an everyday necessity in people’s live because of the important functions that they can do and the fact that they are all available in just one handset.

The sector of telecommunications is growing at a very fast rate. The number of people who need to communicate is increasing with time. This has created a favourable market for phone manufacturers and service providers all around the world. In Australia, the telecommunication business is doing well. However, a higher proportion of the population has developed a desire for smart phones. The demand for this kind of phone manly arise from teenagers, young adults and middle aged individuals. Teenagers needs these phones as a form of identity, a means of communicating with their friends (via instant text messaging, social networks and phone calls), mode of entertainment (music, videos and pictures) and as a means of surfing the

The use of cell phone has rapidly become an integral part of our lives and has become the source of economic growth and employment opportunities at the country level (Madden and Savage, 2000 & Sridhar and Varadharajan, 2007). In many countries, mobile phones are often people’s only way of telecommunication (CSR Report, 2003). They are addressing their specific needs and encouraging the use