The only constant is change, to paraphrase everyone’s favorite Greek philosopher Heraclitus. I would contend this certainly holds true for us in the technology business-especially online marketing & web analytics. If you step back and think about how the web has evolved in the past 10 years, it’s even more amazing to consider what we might expect to see in the next 10 years. And one of the most compelling areas of change will be in Mobile-with consumers and businesses accessing and interacting with web sites (and each other!) via a mobile device. This certainly represents great challenges and incredible opportunities for those of us in the profession of measuring all this mobile interaction and making decisions from it.

Over the past decade there has much talk and debate about “the three screens”- being TV, PC, and mobile. From the perspective of attention (and ad dollars), TV has received the most attention and focus. By most measures, it would be easy to conclude that TV is the “first screen” in most consumers’ lives. Yet my own anecdotal observations in the past few years have led me to conclude that the mobile device is rapidly becoming the primary screen- certainly for the busy, on-the-go tech professional if not already with many consumers. Think about the countless times as you’re traveling through an airport that you see the “Blackberry prayer”-someone hunched over, hands together, focused on furiously thumbing a message back to someone, or at least checking the scores on ESPN.com of their favorite sports team. Interestingly enough, a recent Nielsen Three Screen Report shows that consumers are spending more and more time on their mobile phones. In fact, this report revealed that adults aged 25-34 with mobile video subscriptions watched more hours of video on their mobile phone than on internet video! How many of you out there are measuring and analyzing the mobile traffic to your site, let alone how video is being consumed on mobile devices?

Drum Roll…

With that said, I am excited to share some of the recent innovation we’ve been cooking up in the Omniture labs. For those avid SiteCatalyst and iPhone users, we have just released the SiteCatalyst for iPhone now available on the iTunes app store. This enables online marketers who are on-the-go to take SiteCatalyst with them anywhere they’re traveling-at the airport, at home, in the car (pulled aside to the shoulder of course), or wherever their iPhone receives a signal.

This new application builds upon the mobile analytics capabilities we announced in July as part of the latest Omniture SiteCatalyst release, which also enables marketers to access their SiteCatalyst bookmarks and dashboards through their mobile device HTML browser. The mobile analytics capabilities in SiteCatalyst helps online marketers to better understand their mobile audience, such as the specific devices hitting their site, the type of video & audio support with these devices, as well as cookie and javascript support. These reports are critical to understanding the makeup of the mobile audience as the lack of industry standards has traditionally made it more difficult to accurately analyze mobile traffic. These innovations in SiteCatalyst now provide web and mobile marketers the ability to effectively measure key metrics such as revenue per mobile device (How much is the Blackberry contributing to direct ecommerce sales?), shopping cart adds (Are iPhone users converting at higher rates than T-Mobile Sidekick users?), as well as develop content strategies such as video formats to include on the site (Which video codecs are most supported across all mobile devices hitting our site?) and audio content (Which ringtones formats should we offer for download?).

Much like what Apple has done with PC’s, laptops, and MP3 players, the iPhone has certainly changed the landscape and dynamics in the mobile phone industry. This means your customers will soon be engaging your site in ways you may not have predicted. Don’t let these changes give your competitors a new advantage over you-learn what SiteCatalyst can do to help you better serve your (mobile) customers. As our good friend Heraclitus stated “The road uphill and the road downhill are one and the same.” Just make sure that hard uphill journey is the one your competition takes, while your understanding of your mobile customers enables you to coast downhill to online success.

11 comments
gps systems for cars
gps systems for cars

Cool! Can;t wait to download this app to my iphone but I can find it. Just want to ask do you mind to post the URL. Thanks for sharing.

BUNANE
BUNANE

I like the OMTR blog format.good!

John
John

Yes its the wild wild west out there in smartphone land. From the marketer's point of view, I think the biggest challenge is finding offers that actually convert. So much that sells to the PC market falls flat in the mobile market.

Michael
Michael

does it work on de iphone under OS3 because when i try to login the app crashes all the time? Amd yes login/passwords are good :) thanks for your reply's

terkoz
terkoz

understanding the makeup of the mobile audience as the lack of industry standards has traditionally made it more difficult to accurately analyze mobile traffic. These innovations in SiteCatalyst now provide web and mobile

Matt Langie
Matt Langie

Hey Kyle, Thanks for your suggestion for a Discover OnPremise blog. We have re-positioned Discover OnPremise to include data discovery and channel analytics (more info here: http://www.omniture.com/en/products/data_discovery/discover_onpremise) to provide even more capabilities that address these markets. We view this as an important and strategic part of the Omniture product portfolio. Our plan is to launch a Discover OnPremise-specific blog in early '09. Stay tuned! Matt

Kyle
Kyle

For the 2 Matt's... I like the OMTR blog format. Lots of contributors to share the time (and pain) of providing content with all contributors having unique perspectives and knowledge. So....how about some 'love' for us Discover OnPremise (DOP) users? I would sure like to see some blog content aimed at us DOP'ers. Anything in the works?

Matt Langie
Matt Langie

Thanks Garry-- you will! Mobile is becoming such an important factor in site traffic that it cannot be ignored. In fact, we've seen research that shows anywhere from 20-30% of site traffic is coming from mobile devices. I'll see if I can dig up the citation, but the bottom line is that we are just at the start of something big. Cheers. Matt

Garry Przyklenk
Garry Przyklenk

This is a really cool app, I'm anxious to see further development on the mobile front.