It’s been over a year since the iPhone first made it’s debut, and over 6 months since it’s been in Australia. I was one of those who patiently waited in line for hours, to have that little metal and plastic communication device in my hand. But the days since queuing for the phone seem a somewhat distant memory, and these days, it seems as though every second person has an iPhone, or a Blackberry, or some kind of device that is more than those old 3210’s we all used to have. 

What I find interesting, is seeing how differently those of older age demographics use their phone, to those in the younger category (i.e. Gen-Y). Most every time I see somebody aged 35+ with a new iPhone in hand, a combination of the following usually takes place:

1. The box stays unopened for a few days, most likely due to a fear or uncertainty towards the new device
2. Help or Assistance for setup is requested from somebody who is “in the know” on the device
3. The first setup happens, complaints start rolling in about the glitches or shortcoming of the device, and instant references are made to the “what ever happened to a phone being just a phone”
4. A complaint is made about the screen being too small/large/bright/dark and the keys being too small/virtual/close together. 
5. The discovery of features begins. Usually this seems to take shape of calendar syncing, email delivery, and attaching photos to contacts.
6. Applications are discovered (generally on iPhones more than other devices), and suddenly the users phone is populated exclusively by pointless apps that simulate “drinking a beer” or rolling a ball along a path, etc…

On the flip side, there’s the initial adoption of a new device by those within the Gen-Y demographic, which seems to trend remarkably different. Now, at this point, I should make a note about a very interesting observation. Yes, the iPhone is a popular device, it’s had a remarkable effect on the industry, and has had more than it’s fair share of press coverage. But when it comes to those in the sub 20-year-old market (especially girls), the Hiptop is by far the preferred choice of smartphone. If you haven’t noticed this trend, or this comes as news to you, then you need to seriously re-evaluate your thinking. Any connected, modern, in-style and social under-20’s kid these days, is a Hiptop carrier.

Anyways, back to the new-device adoption. Usually, a combination of the following:

1. Item is unpacked at the store, or on the way back from the store. Instantly opened and in use.
2. Customisation takes place. Ringtones get messed with, backgrounds changed, icons customised. Within minutes, the phone is in a very far place from it’s “factory settings”.
3. Connection is made. Amazingly, I’ve seen so many Gen-Y’s who have changed their iPhone settings around, to no longer have the “Phone” icon on the bottom strip of frequently used apps. Usually, it’s replaced by the Facebook or MySpace app, occasionally, by the Camera app. 
4. Status is updated to reflect your new connectivity. It’s amazing the number of people who I see in my Facebook and MySpace streams who’s status reads “XXX has a new iPhone/Hiptop/Blackberry”
5. IM goes active. Something I almost never see in the older demographic, but is one of the first things to happen with the youngens, and that is the downloading of an Instant messenger application (or in the case of Hiptops, the switching on of MSN).

So, from this (admittedly anecdotal) set of comparisons, what can we tell about this difference in device usage from different age groups? Well, firstly, and unsurprisingly, the level of comfort in using the device is astounding. Secondly, the very nature of the usage of these devices is shifting. As older types are clearly focused on productivity applications, phone calls, efficiency in usage, as well as a bit of the “check out what my phone can do” touting. Younger groups seem to care less about managing their calendars (which is an interesting side note, as most Gen-Y users don’t necessarily seem to care exactly what time things are happening, but more on what events and options are on today, which is primarily held in the cloud anyway) and more about extending their existing online capacities into the new device. Taking things they can already do (IM their friends, go on social networks, upload photos, watch YouTube clips, etc..) with them wherever they go.

So what does this say about your presence in the mobile ecosystem? Well, firstly and most prominently, if you have any kind of online presence (which, let’s admit, by this stage, you should), then it’s expected that you have a mobile presence that at the very least, replicates your online functionality. If a user can do something through a browser, they should be able to do it through their mobile device. Regardless of how you see mobile working with your existing systems, or how you see it integrating with your “digital mix”, users in this demographic will just expect it to be there.

So, before you start looking at “expanding” your offering to include mobile devices or fantastic new portable functionality, the first question any business should really be asking itself is: Can a user do what they can in a browser, through their mobile?

Find out more at our Entering the Mobile Ecosystem seminar in Sydney on 3 March 2009.
Location: Sydney Australia
Registrations: Click here
Date: 03 March 2009 Time: 9:00 am to 12:00 noon

Mobile internet users are passionate influencers, the sort of consumers that every marketer wants to reach. They’re willing to spend money on their interests and recommend the best of what they find to their friends. Not only do users of devices like the iPhone account for 30-40% of web traffic from mobiles, what they do online can influence the websites other people visit.

These are the same customers who use Facebook, Twitter, blogs and other services to make powerful recommendations to their friends. They drive traffic.

The best way to attract the attention of these users is through the applications that that make their devices more than phones but real mobile computers.

Applications don’t have to be expensive and can actually make money. In the US Kraft has persuaded thousands of iPhone owners to buy for an app that markets Kraft’s foods: Kraft’s customers are paying Kraft to have Kraft products marketed to them.

In Australia ANZ, Westpac, St George and others have also entered the mobile ecosystem with branded applications on the iPhone.

This seminar is for you if:

• you are looking for new, inexpensive ways to reach customers
• you want practical advice from speakers who have done it
• you want to meet mobile app developers, including the developer whose Australian iPhone app tops the charts
• you want a clear understanding of the next steps for your business

Speakers

• Shane Williamson – Mobile Convergence Evangelist
• Graham Dawson – creator of the top rating Oz Weather iPhone app
• Keith Ahern – CEO of MoGeneration one of the leading Australian iPhone development companies with 5 high profile iPhone web apps released in 2008