Jonathan Dodd believes Telecom’s rebrand to Spark was well-managed and is a good strategic decision. But he reckons the wheels have fallen off a bit when it comes to its rewards scheme, ‘Thanks’.
Google and Ipsos have just released the global smartphone usage survey for 2013. And Kiwi consumers are doing more, buying more and expecting more from the smartphone experiences that brands are presenting, says Jonathan Dodd.
Although mobile research is sometimes considered the new kid on the research block, it has actually been available to researchers for a decade. In fact, the first SMS mobile survey was conducted by Ipsos twelve years ago. Despite this, development of the methodology has been very slow across the industry and even today mobile surveys account for less than 1.5 percent of global industry revenue. However, mobile research is ready to become a key tool in researchers’ (and thus marketers’) toolkits, with the industry predicting mobile surveys via SMS, mobile internet and mobile applications will be the biggest areas for potential growth this decade. So understanding the opportunities and developing the right techniques is the recipe for success.