Global brands hoping to succeed in the information age must have a strong mobile internet presence, according to a panel of executive representatives from some of the world’s most prominent brands.
The representatives came from English Premiere League team Chelsea, internet purchase manager Paypal, and mobile advertising leaders Inmobi and InternetQ.
“I cannot stress the optimization of mobile programs enough.” Rahui Shinghai, regional head of mobile products Asia at Paypal told the moderator, Jack Jia of U.S.-based GSR Ventures.
Jia said Paypal research indicated that 80 percent of mobile-accessed internet traffic is lost on a site’s homepage if it is not optimized for mobile.
Colin Miles, VP at InternetQ assessed the importance of the mobile :
“Mobile rules the planet,” Miles said. “Mobile is everywhere, it’s everything.”
Nearly half of all global brands don’t have a mobile presence, Miles said, noting that they’re missing out on tremendous potential.
Troy Strike, the Head of Digital Content Asia Pacific region for Chelsea Football Club, said that building a social network of mobile users is key to the club’s business strategy. The club uses Sina and Ten Cent weibo to connect with fans in China and various other social media to engage fans in the rest of the world.
The panelists agreed that mobile users are more socially engaged than any other media consumers, an understanding that will help marketers and developers create content that appeals to mobile users’ tendencies to forward messages to their friends and through their social networks.