August 4, 2010, 1:05 PM

As smartphone penetration rises, marketers must take note

Josh Martin will advise retailers how to leverage the emerging technology.

Zak Stambor

Managing Editor

Lead Photo

Josh Martin, senior analyst, Strategy Analytics

With nearly half of all U.S. consumers expected to own a smartphone by the third quarter of next year, retailers need to leverage the technology that the devices offer, says Josh Martin, senior analyst, Strategy Analytics.

“Marketers can use emerging mobile technology to better reach and influence a more engaged audience,” says Martin, who will speak at the Mobile Commerce Forum 2010 in a session entitled Smartphones: The key link to the consumer.

For instance, a smartphone’s “check-in” feature can not only help a retailer find an engaged audience, it also can help the retailer better understand, and react to, consumer behavior, he says.

“As the economy slowly rebounds, smartphone penetration will increase and innovative services will emerge to give marketers the opportunity to reach the mobile consumer who can immediately act on that advertising,” says Martin.

In the session Martin plans to examine smartphones’ current capabilities, as well as what they are likely to enable marketers to do in the not-so-distant future. He’ll also discuss some potential drawbacks that marketers need to keep in mind as they prepare smartphone strategies.

Why the editors asked Martin to speak:

Josh Martin, a wireless media expert at consultants Strategy Analytics, has extensive experience with smartphones and other web-enabled devices. His areas of expertise include mobile apps, mobile content, mobile social networking, location-based services, mobile advertising, mobile messaging and others. Josh recently created the Mobile Media Index, which highlights mobile revenue of companies participating in mobile media. The index will gauge how the industry is growing and changing globally and regionally, while serving as a benchmark. He was previously with Yankee Group and IDC, where he covered emerging media distribution and connected devices.



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