ITI Marketing

Mary Meeker, a partner at Kleiner Perkins Caufield Byers, gave a lay of the land. She said that the mobile trends and the rapid growth of consumer adoption will cause quite a disruption.

Ms. Meeker provided 10 mobile trends she feels are important to note:

1. Mobile platforms have hit critical mass
2. Mobile is global
3. Social networking is accelerating the growth of mobile
4. Consumers are shifting time to mobile usage
5. Mobile advertising is experiencing growing pains but shows huge promise
6. Mobile commerce is changing shopping behavior
7. The emergence of virtual goods and in-app commerce 
8. Not all platforms are created equal
9. Change will accelerate and new partners will emerge rapidly
10. There are still many emerging trends to watch for

She listed even more trends to watch for in the mobile space.

1. Ubiquitous computing – Real-time connectivity, 24/7, in the palm of consumers' hand
2. More affordable – Device and data pricing falling
3. Faster – Networks and devices are improving
4. Personal – Location, preferences and behavior
5. Fun to use – Social, casual, reward-driven marketing
6. Access nearly everything anywhere – “Stuff” in cloud
7. Explosion of apps and monetization – More and making more money
8. Measureable real-world activation – Driving foot traffic to physical stores
9. Reward/influence behavior in real-time – For exactly the right people

In 2011, and beyond, Ms. Meeker expects the HTML5 versus app debate to continue.

“Highly connected consumers mean a dramatic change in how we all have to think of our companies,” Mr. Spero, head of Americas mobile advertising at Google, said. “The mobile Web is exploding."

“Google search traffic on mobile grew 4-times in the last year,” he said. “It is driving a cultural change.”

Read more about these trends and mobile marketing statistics here.