Rating: Wapple & Boost amongst those to step forward
Once again it seems that brands and agencies in the UK have not kept pace with consumers’ embrace of mobile web. Hence a whole bunch of mobile industry players have decided to join in with Google’s recently launched initiative – GetMo.There’s a whole list of which companies have stepped in and our offering their services to British businesses here. Amongst those who have contacted GoMobile News about their contribution are Wapple and Boost/Madmaker. This initiative has thrown up some interesting stats showing just how much opportunity there is in this area.GetMo itself points out that eight million people in the UK access the Internet from their smartphone every single day [source: comScore September 2011].
Google also says that there are some 23 million smartphones in the UK which represent almost half of all mobile phones active in the country.
In Q4 2011, the Mobile Marketing Association also published research which showed that only 17 per cent of UK businesses have a mobile optimised website. See here.
That compares to around 40 per cent of UK adults using a smartphone for a wide range of online activities.
The same study revealed that 48 per cent of respondents recognised the need to optimise their websites for mobile and cited an absence of one as a barrier to further mobile marketing activities.
One confirmed vendor for Google’s GetMo initiative is Wapple. This means that UK advertisers will be able to employ Wapple’s professional services in addition to its patented mobile web technology platform.
Anne Thomas, COO with Wapple commented, “Because our technology ensures content optimises to the entire spectrum of mobile devices – mobile advertisers achieve the widest reach of mobile consumers.”
“We’ve seen online traffic via mobile soar over the past 12 months and with these growing levels we recommend that brands pay particular attention to their mobile presence.
Google’s continued proactivity is exactly what is required to assist UK brands wanting to grow their business through the mobile channel,”she added.
Carine Zeier, md with Boost Advertising observed, “It seems like the mobile is still a ‘big brand, big bucks’ kind of game.
We wanted to make a tool that opens for smaller and more targeted campaigns, something that fits the mobile as a marketing channel perfectly.”
That tool is Madmaker and you can find more details of the product here.
If nothing else, Google’s GetMo initiative has created a useful central source of information for brands