The FT reports that consumer electronics Goliath, Apple, is set to reveal a new range of iPhones this September. As the rumour mill goes into overdrive there is one common theme, and interestingly it’s that the range will include a more affordable device, dubbed the ‘iPhone 5C’.
Apple’s iPhone essentially created the smartphone market, and in doing so, became Apple’s flagship product, propelling it into the commercial stratosphere as one of the most successful consumer brands on the planet. Yet despite the tens of millions iPhones sold, Apple still has to keep a close eye on Google’s Android and devices such as the Galaxy series. So what is this ‘iPhone 5C’ and how will it affect consumers and businesses alike in the UK?
It is widely expected that the iPhone 5C device will be cheaper, more colourful and designed for success at the lower end of the market and particularly in China. It is a shift to a lower spec device that is accessible to more people, and ultimately, will make the premium Apple brand more attainable. Despite this positioning, the 5C is still expected to compete with mid-range devices such as Samsung’s Galaxy S4 Mini or HTC’s One Mini, not truly cheap handsets.
A lower priced iPhone which matches Android handset prices will continue the acceleration of smartphone uptake. The recent Deloitte Consumer Review revealed the number of UK consumers with a smartphone has increased to 72%, compared to 58% just ten months ago and according to Gartner, mobile traffic currently makes up 10% of global internet traffic, and next year more people will use mobile phones more than PCs to get online. Expect these numbers to increase as the new iPhone range lands.
So how can businesses tap into this expected increased access to mobile internet by consumers? There are two key areas to consider:
1. Mobile web: many businesses have not yet optimised their websites for mobile, frustrating visitors with tricky navigation and slow loading times. The fact is, mobile sites lead to mobile purchases because it’s another outlet to buy. If your site isn’t optimised for mobile, shoppers will go elsewhere. Also, a bad mobile experience can damage a company’s brand. Half of participants in a recent Google survey said they feel frustrated and annoyed when they happen across a site that’s not mobile-friendly, and that it makes them feel like a company doesn’t care about their business.
2.QR codes: a recent survey shows that 31% of consumers are aware of QR codes and how they work and 19% of UK consumers have scanned a QR code. This is an emerging trend as 32% of 18 to 34 year olds had scanned a QR code, suggesting a propensity for the tactic in the younger age groups. There are numerous examples of QR campaigns being a success, which are listed here. So as smartphones become a feature of everyone’s pocket, and also access to 4G and superfast internet increases, this marketing technique will become of particular value to businesses.
Mobile is only getting bigger, fuelled by the likes of the upcoming Apple launch, and these two simple marketing tactics will help your business tap in to the mobile boom. Should you need support in making it work for your business, you can find products to help at