Beyond the iPhone: Why Paying Attention to the Diverse Mobile Devices and Channels Pays Dividends

Posted by Andru Edwards Categories: Smartphones, Editorial, Features, Software,

With more than 45 million smartphone and tablet users nationwide and ABI Research predicting that 6 billion mobile applications will be downloaded this year alone, businesses, especially those looking to reach consumers, have been frenzied about launching mobile offerings. In the past several years, much of the buzz surrounding the mobile space has been about the iPhone. With the debut of the iPhone 4 earlier this year, many businesses continue to focus their mobile strategy resources solely on this much-hyped operating system. In fact, a recent Kony Solutions survey of Fortune 500 corporations found that a staggering 85% of respondents ranked the iPhone as their top priority device for mobile support. 

However, the current mobile landscape is quite fragmented - given the sheer number of handsets available to consumers - and the market isn’t necessarily dominated by the iPhone.  A 2010 Gartner report estimated that the iPhone holds just 2.7% of the mobile market share. Notably, Android has surpassed Apple’s iOS, and comScore recently reported that RIM actually continues to capture the most smartphone market share (although Apple just announced that they've surpassed RIM for Q4 2010.) As such, the true market share of the iPhone doesn’t warrant the resources and strategy being dedicated solely to this device by Fortune 500 corporations, and companies in this position stand to lose more than 97% of mobile customers.

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