iPhone 5: What’s the Impact on Mobile Marketing

Not the iPhone 5 (obviously), it’s the iPhone 7 of course.

The best round-up of the new iPhone 5 (6th generation) comes from The Next Web. From a mobile marketing standpoint, do the changes have any real impact?

Given that the original iPhone (and app store) changed the face of mobile marketing, any update from Apple may have a significant impact. Although the updates to the iPhone were essentially incremental, there will be some changes for marketers:

Larger Screen – the impact is not significant, delivering a slightly better user experience, however by introducing a new size, this may well impact on app builds and particularly legacy apps. Will brands be up to spending more money on development? Could this drive more businesses to choosing web and responsive design over apps?

4G Support – brands need to provide a rich content engagement. Access to the rapid growth of 4G networks will open up a whole new world of brand content and is probably the most significant update from a marketing perspective.

No NFC – this is also significant for marketing … a significant disappointment. It was unlikely that Apple would have shoved an NFC chip in their handset – they like to do things their own way and define the market. However, we know that iPhone users tend to drive demand and activity – web browsing, app downloads and mobile social media , have all been boosted by Apple’s smartphone users. If we want to see NFC driving forwards then seeing it in an iPhone is the best way to do it.

Siri – this has yet be used as a marketing channel, so the updates have little impact (especially if you are outside the US)

Finally (though not on the subject of mobile marketing) the end of Ping was announced. Apple have never been a social network business, and the launch of their music recommendation system was never likely to succeed (I was bemused by it when they Ping it two years ago). The company’s real foray into social media came last year with the deep integration of Twitter in to iOS.

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