First Truly Personal Marketing Channel
Mobile leads other channels with respect to immediacy, proximity, and intimacy. Such a personal medium, demands personal content. Brands that deliver personal experiences will outperform brands that expect consumers to sift through extraneous, irrelevant information. McKinsey & Company calls this “Proactive Personalization”. Brands that don’t personalize will be punished .
First Mainstream, Cellular IoT Device
Mobile phones are paving the way for a more complex ecosystem of connected cellular devices – the Internet of Things (IoT). According to Ericsson’s 2016 Mobile Report, cellular IoT is expected to have the highest growth rate of connected devices at 27% CAGR, reaching 1.5 billion connections in 2021.