The Mobile Surface Area: A Landscape of Opportunity | MMA
The Mobile Surface Area: A Landscape of Opportunity
Release Date: 
November, 2015
Education Section: 
Topics of Interest: 

We’ve established that mobile engagement is crucial to the success of your app and therefore business value and brand, but how and where does mobile engagement happen? 

Updates to mobile operating systems and advancements in technology have rapidly created new opportunities and methods to reach new users. In the early 2000s, SMS text messaging began to take off as a common capability with “feature” phones. Once the iPhone and Android OS came along, a well developed app ecosystem emerged. Push notifications entered the scene in 2009, offering an entirely new way for brands to communicate with their app users. A parade of new capabilities have transpired since, including digital wallets, location services, in-app messaging, message centers, and more. 

In short, the communication channels to connect with customers has expanded considerably. In addition, the types of devices expanded as well: from phones to tablets to new types of wearables that make it more convenient for a user to bring their digital life with them. 

So where can mobile engagement happen? It’s simple — anywhere and everywhere. 

As a category, mobile engagement is very broad, spanning communications on smartphones, tablets, smartwatches and other wearables, with experiences both inside and outside of apps. 

We call this combination of channels and mobile devices the mobile surface area. And it’s continuing to expand.

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Agency: A company that provides strategic, creative or media buying and related services to marketers.
Marketer: A company that sells its products directly to consumers and businesses and buys marketing services to achieve its goals. Company must also not fit into any of the other sales definitions.
Carrier/Operator: A mobile network operator that provides voice and/or data services.
Enabler: A solutions provider offering technology and services that enables and supports mobile marketing.
Associate: Companies or organizations that do not generate revenue from mobile, but are integral to the development of the mobile industry. (i.e. trade associations, legal firms, consulting agencies, etc.)
Seller: Companies that create and/or promote media and content or broker the sale and distribution of mobile advertising.