Yesterday, Apple introduced two new members of the iPhone family: a faster, sleeker iPhone 5S that features the new iOS7 operating system and a colorful, cheaper iPhone 5C which also runs off of iOS7, but targets a completely different audience. The 5C is designed to be a more accessible smartphone, targeted at emerging markets and, presumably, at age groups where adoption has been slower, such as tweens and baby boomers. While to some this is simply the launch of some new iPhone models, I see it as an important inflection point in the history of smartphone adoption, especially as it relates to marketing and marketers. Below are my takeaways:
1. A more affordable iPhone means more access to content… If more people can afford a smartphone, there will be more people accessing content on the go. For marketers, it means that webpages should absolutely be optimized for mobile, promotional emails should be easy to load and read on mobile devices and Facebook posts and tweets should be short, pithy and stand out in a crowded stream.
2. … And more access to content means more sharing. In the smartphone age, videos, photos, GIFs and news stories are being shared at an epic rate. In fact, more than 8% of a mobile user’s time on social media networks is spent sharing content. As a brand, you want your content to be shared. As explosions of “micro content” occur, it will be important for brands to make their stories as visible as possible to avoid getting lost in the shuffle.
3. More smartphone users mean more apps. More apps mean a wider variety. Apps have always been a staple of the iPhone. But the Baby Boomer generation probably isn’t going to download the apps that are popular with the younger crowd, such as Snap Chat or Tinder. This is your chance to truly connect with your target audience and create apps just for them. This could be apps that help new users get acquainted with the phone or ones that helps high school kids with their math homework.
4. More smartphones, smartphone users and apps all equal more demand on wireless networks. As consumer adoption grows, wireless networks need to be running in tip-top shape. Luckily, there is wireless access in pretty much any urban setting, and with mobile-optimized content, mobile users will experience content with speeds equal to that of a PC.
5. The iPhone 5C is all about expressing your personality and individuality. Not only does it come in a variety of candy-hued shades, but Apple offers a special case featuring circle cut-outs to give the phone a two-toned look. From a marketing perspective, this makes the phone more appealing to both fashion-forward teen girls as well as Baby Boomers, who may have been previously put-off by the untouchable look of super-sleek phones. Personalization should play a big role in mobile campaigns optimized for the iPhone 5C.
What do you think of these bright new iPhones? Let us know in the comments below.
Gaby is an account executive at Greenough. Follow her on Twitter: @Gabyberk