New technologies for development of operating systems and mobile apps, as well as the launch of new models, which are constantly exceeded a few others in terms of both processing and memory capabilities make mobile marketing development has registered a real boom. The format of mobile marketing comes already being employee for quite some time, but some areas such as the automotive and the world of sport have expanded the frontiers of this fascinating activity until unthinkable limits. The next World Cup of soccer in South Africa seems to mark the campaign’s start to a frantic race to plague the mobile content payment, raising invoices to unthinkable levels, and marking a point of maturity for this branch of advertising. The conditions for this blossoming are unbeatable. Football is a global passion, and users pay to be aware in real time of the results, especially when they can not have the comfort of their homes during the sporting events. Thus, business sponsors, the telcom and appliance manufacturers rush to launch new models with preloaded content, and to develop high quality mobile content. They have with what.
The new phones can navigate without problem by the network of high-speed wireless (3 G) where there is infrastructure-, they have greater memory capacity in your micro sd card, your batteries are more efficient so you do not have to choose between speak or play – and new developments at the programming level are ensured of creating highly realistic experiences. Some observations can be made in this regard. The greater or lesser development of mobile marketing that already has left behind the primitive system of sms payments, to devote himself to other multimedia – depends in large part to a series of conditions are given: advertisers willing to invest several million euros in a bid that, by more optimistic than we are, remains fairly daring; Mobile manufacturers and software that are associated to facilitate channel; and, finally, cell phone companies that facilitate this commercial growth. The peak issue is that in many countries the cellular telephony is tightly controlled by regulators, and continues to be a monopoly, since all (advertisers, creative, mobile manufacturers and users) must have recourse if we wish to have the service. Mobile marketing has a potentiality of even greater than the content in internet penetration, especially in countries of Latin America.
In Argentina, for example, there are more cell phones than inhabitants (more than 40 million), but approximately only half of its population has access to internet. Discounting the devices that need to be renewed, because they not retrofitted the multimedia content, and areas that do not have high speed connection, it is clear that many more consumers have potential access to mobile marketing to online marketing. The question is whether advertising and services sector is sufficiently mature and prepared as the demands of this enormous mass of consumers.