Mobile Marketing and Location Based Services Hot Topics for 2008

OnePoint Surveys and UK Trade & Investment (UKTI), the government’s international business development organisation reveal the findings from their 'What's hot and what's not?' surveys completed by delegates at the recent Mobile World Congress in Barcelona (11th–14th February). 

During the event UKTI conducted research, powered by OnePoint Surveys, using the latest communication tool of choice - the mobile phone.  The snap survey of 100 senior executives from global firms working in the mobile and wireless industry showed insight on a number of topics including the direction of the industry over the coming year.

The findings clearly show that two areas are going to red hot for 2008.  Mobile Marketing rated as the hottest topic for the coming year however the lack of mobile specific content was identified as the biggest challenge for Mobile Marketing at present.  The research showed that mobile marketing is of particular interest to companies from South America. 

Also up there was Location Based Services yet pricing and privacy were named as the main issues for discussion for this subject area.

Delegates were also given the opportunity to give feedback, using their mobile phone, on how the Congress compared to previous years.  On a scale of 0-10 where 0=Much worse and 10=Much better, although some commented on the slow registration on the first day, the vast majority of respondents rated the 2008 event as a 9 and 10 which is very encouraging news for all involved. 

Neil Jessop, Managing Director of OnePoint Surveys said: “Mobile surveys are by far the best fit for research such as this.  The surveys enabled instant feedback to be gained from delegates whilst they were on-the-go where traditional research methods such as face-to-face and paper based surveys would not have been tolerated by visitors.” With regard to the global scope of the research, Neil commented “The OnePoint mobile survey solution enabled the UKTI to capture the views of delegates from nine countries, by utilising both sms and wap technology, which was vital at such as international conference such as the Mobile World Congress.” 

The aim of the UKTI was to raise the profile of UK companies at the Congress and they were impressed with the OnePoint mobile survey solution.  Andrew Cahn, the chief executive of UK Trade & Investment, said: “The industry in the UK is strong and vibrant and is at the forefront of innovation. The feedback is quite detailed and shows that companies in this field are thinking about and confronting the challenges that are on the horizon.”  Andrew continued, ”Mobile World Congress was very successful for British companies and the UK had the largest national presence. There have been many business leads. I look forward to hearing about their success over the coming weeks and months.”