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THE BATTLE FOR THE WRIST

Apple always has the ability to surprise. Today may be no exception, as the company gears up to launching its new iPhone.Speculation has been rife that the Cupertino-based tech firm is to launch the iWatch. When? Nobody is quite sure. Today may be relatively premature, but with the launch of the Pebble and the impending release of the Samsung Galaxy Gear [see here], Apple may be tempted to reveal ‘one more thing’.

The smartwatch market as a whole has huge repercussions for mobile: such devices will be reliant on smartphones in consumer pockets, acting as the central hub of activity. Consumers may spend less time interacting with their mobile phones too, with the additional screen providing another distraction.

It remains to be seen how the new device will benefit advertisers. Display advertising may prove too intrusive for manufacturers, although the release of applications such as AirDrop in iOS 7 will offer another alternative for brands to take advantage of. With a glance of the wrist, marketers could relay coupons to customers when they walk in a store, for example.

Whatever happens today though, advertisers will soon have another device to factor in when undertaking mobile campaigns.

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