Sharpen Your Reception with Valuable Content

Here is why two scary insights for wire­less / mobile net­work ser­vice providers are a golden path for you and I.  First the setup.

1. Arieso, one the of world’s lead­ing providers of mobile net­work man­age­ment soft­ware solu­tions, just released the results of a new study, “Recent Smart­phone Trends & the Extreme Data Use”, that showed on aver­age an iPhone 4S owner devours twice as much data as those who own the iPhone 4 or iPad.
2. If you’re a car­rier that doesn’t have a heavy iPhone pres­ence the pic­ture isn’t any less scary. There seems to be no slow down in the “extreme” user con­sump­tion rate, just 1% of all smart­phone users con­sume half of all down­loaded data.

Bad news for some; Good for others

The evi­dence shows an accel­er­at­ing demand for ever increas­ingly sophis­ti­cated devices. A demand dri­ven by people’s desire to gather the infor­ma­tion they want when they want it. For those busi­nesses that have taken mobile, or more pre­cisely inbound mar­ket­ing, seri­ously over the last few year it looks like 2012 is the start of the harvest.

For those that haven’t, don’t you think now is the time to reval­u­ate your busi­ness model? Espe­cially, your cus­tomer rela­tion­ship build­ing block.

Why? From your customer’s point of view the cost of coor­di­na­tion around learn­ing about some­thing new or shop­ping for some­thing new thanks to the inter­net (search engines, blogs, and social media) is now much lower than:

• treks to phys­i­cal locations
• email or phone polls of friends/advisors/tribes
• cross­ing one’s fin­gers and hop­ing it’s a good deal

That’s nice, but what about the cost?

Being a quant (num­bers) guy at my core I had to inves­ti­gate the fig­ures. What I dis­cov­ered was con­firmed by a Hub­Spot study on where they sur­veyed over 600 busi­nesses about their aver­age cost per lead via dif­fer­ent mar­ket­ing chan­nels. The results showed that the aver­age spend for out­bound tech­niques was $373 while the aver­age invest­ment uti­liz­ing an inbound method­ol­ogy was only $143 per lead. 62%, that’s how much less an inbound model required than the tra­di­tional adver­tis­ing / mar­ket­ing paradigm.

Your task…

Fig­ure out how you can deliver valu­able insights that helps you “get found” by peo­ple already learn­ing about and shop­ping in your industry.

Note: You can find more extracts and request a copy of the mobile usage study from Arieso’s site.

Be sure to fol­low me on Google+ at +Don­ald McMichael