Big in 2011 Tech: Wireless is Smart and Everywhere
In 2011, consumers embraced wireless as never before. According to the CTIA, there are now more wireless subscriber connections than there are people in the United States. At the same time, more and more consumers are migrating to smartphones – with Nielsen reporting that smartphones now represent 44% of the market.
In many ways, this simultaneous rapid adoption and deep penetration has created a hyper-competitive environment for the wireless carriers. They need to differentiate themselves in a multi-part sales message that includes their network speed and quality, the complex functionality of their partner handset devices, as well as the unique content they offer consumers.
In part, because of the growth of smartphones and connected devices like tablets, wireless carriers also must do more to support and market their data packages.
Telling their story
The wireless carriers are approaching this marketing challenge in multiple ways. They’re successfully taking advantage of the larger canvas of the Devil ad unit to tell their story. At AOL, we’ve seen companies leverage the Pictela platform to display their devices and educate consumers. They’ve also promoted the value of their services. And they’ve even driven in-unit e-commerce sales. In addition, we’ve seen wireless carriers telling their stories and reaching their audiences through impactful branded entertainment sponsorships.
Taking it places
Another trend has been in explosion of multi-screen consumption of content. Consumers have become true digital omnivores moving seamlessly across platforms. They want to watch their favorite TV show while surfing on their tablet. Or stay up-to-date on the latest tech news, from any device. In 2012, we expect to see wireless carriers address this consumer behavior with marketing campaigns for family data plans and other integrated content services that will support and expand this multi-screen world.
At the end of the day, it’s about getting people talking.