“Clearwire, the US-based WiMax network operator, will launch the first 4G-enabled dual-mode smartphone in the second half of this year, according to chief executive William Morrow. A dual-mode WiMax smartphone will enable mobile users to download internet content up to five times faster than the present generation of 3G handsets as well as make voice calls over Sprint Nextel’s existing voice network.”
From a media consumption perspective, mobile devices are with consumers 24/7. What does this mean from a targeting perspective? Mobile is a way to target consumers regardless of location (work, home, travel) and time (workday, weekend, day, night). And messaging can be triggered through a variety of means.
Layer on social (what your friends are doing, friend recommendations), along with purchase history and demographic / psychographic profiling (what people similar to you liked), comparison shopping and reviews (prices and general consumer reviews) and you have true hyper-local targeting focused on products and services with the best potential fit for the consumer.
Although I would shorten it to “contextual marketing” — I’m intrigued about the idea of advertisers using mobile apps like Foresquare as a marketing tool to message prospective customers at both the time and place of possible purchase. Might have to put together a pitch for a small trial at work.