By Per Pettersen on October 29, 2014
Apple sold a whopping 10 million iPhone 6 and 6 Plus devices in the first weekend. In many ways, the larger-screen phones were Apple playing catch-up with other smartphone vendors such as Samsung, and I am sure investors are keeping a keen eye on the long-term success of the larger phones for Apple. There is also another group that should keep close tabs of the new iPhone’s success – namely MARKETERS!
Why is the launch important to marketers?
Ads will finally be visible in a way that will drive substantially higher click through rates and branding impact for advertisers.
With the launch of the iPhone 6 and its big brother the iPhone 6 Plus, marketers have more screen area to use for advertising. That means ad units, such as banners and interstitials, will all become more impactful. This offers more actual value of the mobile ad inventory, more brand value and ultimately more transaction value driven from mobile devices. This could have a strong positive impact on the total amount of ad spend channeled towards mobile devices, and allow marketers to reach consumers 24/7.
Mobile conversion rates will go up and smartphones will account for a larger amount of total retail and transaction volume — and it will likely be in the most affluent smartphone users segment.
Have you ever been frustrated trying to complete a transaction on your smartphone? A larger screen size will surely make for a better shopping experience, from ordering a ticket to requesting a service. This means more completed business conducted on the smartphones from the lucrative and affluent market that the iPhone commands.
Last year, tablets made a major inroad into the total Christmas shopping volume and it’s expected U.S. mobile commerce sales will grow 36% in 2014 to reach nearly $57 billion, 19% of total web sales. Mobile will account for 26% of total web sales in 2017. There’s no question that smartphone commerce this Christmas will go up – the only question is by how much. Given that many people might get a new iPhone for Christmas, the full impact might not be seen until 2015.
It will be easier to produce compelling user experiences on the larger phones.
Designing compelling experiences across all devices requires more effort now that there are so many different sized screens. This represents work (sorry!) but also a great opportunity because the screens can show much more vivid pictures and video to entice consumers. Upgrading existing rich media assets is a must to fully engage customers.
Here’s another win: the ability to create larger buttons means advertisers can worry less about consumers misfiring in their UIs. Marketers can use more compelling calls to action and an overall more pleasant experience for consumers.
Apple Pay has the potential to revolutionize smartphone commerce.
These new smartphones, equipped with the Apple Pay functionality, will not only allow users to purchase products in physical retail stores they will also enable users to purchase items seamlessly online via their phone. To make this happen, online retailers must ensure that their ecommerce engines are coded appropriately to accept the payments.
What’s the big fuss about? The big problem for smartphone commerce has been shopping cart abandonment. Users have historically hesitated to conduct commerce on the phone because the keys and input fields for credit cards are just too (annoyingly) small. Enter Apple Pay, and this hurdle is gone for new iPhone users. This one-click solution will certainly enable a quantum shift in conversion rates on these types of devices.
As we approach the holiday season, the impact of Apple Pay remains to be seen. It is unclear how many retailers will have the capability and how many users will have enabled the service. However, it is certainly going to have a massive impact in 2015 if Apple gets the adoption they are aiming for.
In summary, the new iPhones represent a great opportunity for marketers to take advantage of new capabilities.