Apple's keynote at the Worldwide Developers Conference this morning offered insight on a bevy of new products. But many of the new features announced are reminiscent of services offered by other mobile providers, and mobile marketers might not feel the need to focus on Apple-specific devices.
At the conference, CNet reports that Steve Jobs spoke about iCloud, which enables users to move content into the cloud and access it anywhere they can connect to the internet. Jobs described the ease with which users can create and download documents on one Apple device, store this content in the iCloud and then retrieve it on another Apple device. This development might interest content marketers who put white papers or research behind pay walls as it could result in boosts in purchases.
Another new Apple service that might appeal to marketers is the Twitter-friendly iOS 5. Brafton reported that the microblogging site was developing a photo-sharing platform and image search features, and iOS 5 lets mobile users upload pics to Twitter directly from iPhone cameras, reports ZDNet.com.
Even with these developments, many of today's announcements left industry analysts nonplussed, and consumers might feel the same. Several sources have pointed out the the iOS services seem similar to services offered by Android and Microsoft. Plus, at press time, Apple's stock was -$5.40.
This turn is surprising, as Apple was doing well in the mobile market by comScore's measure. In fact, the company was up 1.3 percent i n April over January, accounting for 8.3 percent of mobile subscribers. Now, marketers may want to see what developments unfold before planning any Apple-specific marketing campaigns.
Plus, as Brafton reported, a recent survey from KingFish Media suggests that branded content is a top mobile marketing strategy. This approach can help businesses attract clicks from mobile searchers, regardless of the type of device they're using.