Mobile Handsets: Basic, Feature and Smartphones

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Transcending the GSM Standard

According to GSM World, GSM standards cater for the communication needs of more than 80% of the world’s population, across 218 countries. Smartphones, however, use high-speed WiFi, which goes above and beyond GSM, allowing for improved surfing, email messaging and even VoIP.

In a survey by ABI Research, roughly 44% of smartphones have WiFi capabilities and 74% of people with WiFi enabled phones use the feature. As of April 2009, there were 311 certified WiFi handsets (smartphone or otherwise). As WiFi is not on the GSM network, it truly has surpassed the standard.

RealTechNews reports that the 4 top selling smartphones between June and August 2008 were:

•    Apple iPhone 3G
•    RIM Blackberry Curve
•    RIM Blackberry Pearl
•    Palm Centro

Modern mobile operating systems are designed to handle many of the specialised online services available via a desktop or laptop Internet connection. Many popular Social Media and networking websites have their own mobile versions. Here are some noteworthy examples:

  • Answers.com
  • Blogger
  • eBay
  • Facebook
  • Facebook (BlackBerry specific)
  • Facebook (iPhone specific)
  • Flickr
  • Gmail                                                  
  • LiveJournal                                       
  • MSN                                                    
  • MySpace                                            
  • NY Times                                           
  • Skype                                                
  • Technorati                                        
  • Twitter                                               
  • Windows Live                                  
  • WordPress                                      
  • Yahoo!                                               
  • YouTube                                           


Although only a feature phone, the Sony Ericsson C510 is an example of a device which is made for mobile integration and features a pre-installed Facebook application. The Nokia N97, which ships in June/July 2009, features dedicated Facebook applications, while Motorola is in the process of creating what they call a ‘social smartphone’.

There is more possibility for third-party development on smartphones due to the sophisticated operating systems. However, while even basic phones harbour vulnerability to viruses and other malicious software, sophisticated models are often the target of malicious applications due to the power of the operating systems and popularity of the devices.

“When a spam email appears to come from a trusted source, too many users are fooled and end up clicking through to a malicious Web page... The naivety shown by many Internet users is downright dangerous,” said Graham Cluely, Sophos Technology Consultant.

One could run one’s entire life from a smartphone, anywhere in the world. The potential of smartphone operating systems requires that the handsets have some form of antivirus and firewall protection. Whether they are installed afterwards or are part of the bundled software, the amount of personal and financial information that these devices could contain warrants the need for watertight security from the real risk of viruses and fraudsters.

Smartphones have higher quality multimedia functionality, such as video and audio codecs and advanced programming language capabilities. This means that smartphones can access almost any website (mobile or traditional), in as close to the original format as is possible on a portable handset.

One might find that a smartphone user has less need for .mobi sites or mobile orientated search engines. Nonetheless, the simplicity (in localisation, navigation, functionality and content) is still attractive to the smartphone user on the move – especially the smartphone user who may move on to a mobile competitor.

Further Discussion

  • What services are your audience likely to use on a common basis (WAP, WiFi)?
  • Does your target market generally utilise any mobile payment methods?
  • How could a campaign benefit a basic AND smartphone user?
  • How can multimedia content inhibit a campaign’s success?

Case Study: SafariNow and BulkSMS.com

In order to streamline their booking system and ultimately increase business, SafariNow, a “travel community & business network for Africa” decided to look into using SMS alongside email to create a direct line between travellers and accommodation operators who are registered with the portal.

In operation for 10 years, SafariNow opted for an Electronic Application Programming Interface (EAPI) which would allow them to manage and broadcast large volumes of messages – and they soon came across BulkSMS.com’s EAPI.

Who are BulkSMS.com? A division of Celerity Systems (Pty) Ltd, BulkSMS.com is an international wireless application solutions provider (covering over 700 networks worldwide) with its headquarters in Cape Town, South Africa.

“We looked for something that allowed for a quicker response time and found SMS to be the most effective way,” commented Riaad Nordien, SafariNow’s Mechnical Manager.

No matter what type of phone the recipient used, the new system meant the read and response times of recipients were greatly increased. Sending SMSs alongside emails meant that booking enquiries were processed almost immediately and users could communicate directly with the owners of accommodation with any queries they had.

Messages could be tracked and records of delivery statuses were kept for accurate and valuable reporting. The BulkSMS.com EAPI also afforded SafariNow the opportunity to send messages around the globe without breaking the bank.

What’s more, the freedom of scheduled messaging ensured that messages could be sent and received at appropriate times without much fuss.

SMSs have been proven as a method of getting your point across to any GSM enabled phone in a cheap and reliable manner. By implementing a new form of communication, basic phone users and email wielding smartphone users could both receive the same excellent service.

What's up Next?

Mobile 101: Chapter 4
Mobile Technologies: SMS, MMS, USSD & Bluetooth/Wireless/Infrared

In the next chapter towards Mobile 101 greatness, we’ll be discussing text and multimedia messaging, USSD platforms, WiFi hotspots and any other mobile technology which allows us to get our marketing message across – be sure not to miss it.

References

Business Opportunity StartUp (October 20, 2008) Motorola Readies Its Own Android Social Smartphone
http://www.businessopportunitystartup.com/blog/motorola-readies-its-own-android-social-smartphone/
[Accessed on May 25, 2009]

ID Post. (Date unknown) History of GSM and More
http://www.ldpost.com/telecom-articles/History-of-GSM-and-More.html
[Accessed on May 22, 2009]

IT Facts (May 1, 2009) 58% of Americans have a mobile phone with Web connectivity
http://www.itfacts.biz/58-of-americans-have-a-mobile-phone-with-web-connectivity/12965
[Accessed on May 25, 2009]

Grill, A. (May 12, 2009) IAB says UK mobile advertising market worth £28.6M in 2008
http://andrewgrill.com/blog/index.php/2009/05/iab-says-uk-mobile-advertising-market-worth-286m-in-2008/
[Accessed on May 25, 2009]

GSM World (Date unknown)
http://www.gsmworld.com/technology/gsm/index.htm
[Accessed on May 27, 2009]

Kumparak, G. (November 3, 2008) 19% of mobile consumers in U.S. now using smartphones, according to study
http://www.mobilecrunch.com/2008/11/03/19-of-us-mobile-consumers-now-using-smartphones-according-to-study/
[Accessed on May 26, 2009]

MobiZoft (Date unknown) iPhone Traffic Almost Doubles in the US
http://www.mobizoft.se/mobile-business-news/iphone-traffic-almost-doubles-in-the-us.html
[Accessed on May 22, 2009]

Montgomery, J. (May 7, 2009) Forecast: Mobile Advertising to Grow 36% In 2009
http://www.mobilemarketingwatch.com/forecast-mobile-advertising-to-grow-36-in-2009/
[Accessed on May 25, 2009]

Ngo, D. (April 1, 2009) Survey: WiFi becoming smartphone must-have
http://news.cnet.com/8301-17938_105-10209682-1.html?part=rss&subj=news&tag=2547-1_3-0-5
[Accessed on May 22, 2009]

Nokia (Date unknown) GSM: A new mobile future opens up
http://www.nokia.com/about-nokia/company/story-of-nokia/the-move-to-mobile/first-gsm-call
[Accessed on May 28, 2009 ]

Santo, M. (October 7, 2008) iPhone Now Second Best-selling U.S. Mobile Phone: NPD
http://www.realtechnews.com/posts/6105
[Accessed on May 25, 2009]

Smith, E. (April 29, 2007) Paying by mobile, that’ll do nicely
http://technology.timesonline.co.uk/tol/news/tech_and_web/personal_tech/article1713738.ece
[Accessed on May 26, 2009]

TechWhack (February 13, 2009) Facebook might soon land on Nokia mobile phones
http://stuff.techwhack.com/6134-facebook-nokia
[Accessed on May 27, 2009]

TMCnet.com (May 22, 2009) Global Mobile Communications - Statistics, Trends and Forecasts
http://europe.tmcnet.com/news/2009/05/22/4192312.htm
[Accessed on May 22, 2009]

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