Smartphone Effect

As someone who has worked for almost two decades in telecom, I have tended to be a somewhat disinterested observer to handset news.  There is always some new handset coming out. Of course, the carriers want to make news with the announcements, especially when they have an exclusive arrange. Differentiation.  I get it. But normally, the only time I am interested in handset news is when my contract is set to renew.

I mean no disrespect to those that anticipate each Iphone release.  My primary interest has always been how the network operated, with an emphasis on the equipment used to support it. Devices fall into the consumer realm and I have always focused on business side of wireless.  However, as I came across a recent article on the penetration rates, I was reminded why my clients – who operate in the wireless ecosystem – are so interested with smartphones. The graphic below says it all: 40% of devices in the USA are now smartphones.

Blackberry may have created the category; as the second graphic shows their competitors have redefined it. Many of my friends use their devices oblivious to how they operate. Of course that’s what the smartphone vendors want. But I always think of the impact on the network. With 40% of handsets that impact is growing greater by the day. It means squeezing more out of less will continue to be the mantra at network operators around the world.

I will continue to use my smartphone – a Blackberry for the record – as I watch the world’s operators address this business challenge. And maybe I’ll even look at an Android phone when my contract is up for renewal.

Web analytics – core to any web strategy

The internet offers business –to-business (b2b) and business-to-consumer (b2c) marketers an endless array of applications to target, promote and measure success of prospect and customer engagement. The proliferation of new tools is interesting – and frankly hard to stay on top of.  But in some cases, some of the best products aren’t even being used. In countless conversations with prospects and clients I am amazed at how many of them gather web analytics data (whether from web server log files or page tags) but don’t do anything with the data. If your website is an important part of your business, you owe it to yourself to look at your analytics data.

How is your website traffic trending? Which geographic regions are you getting hits from?  What are your primary traffic sources?  What’s the average time spent on your best and worst pages?

Knowledge is power and even a cursory understanding of your web traffic will let you better target your key markets and create content that (hopefully) will improve your statistics. Other than the (minimal) time to set up the analytics software and logging in to review it every once in a while, what do you have to lose? Maybe... potential business.