Tue Oct, 2011 by Derek Mehraban
Even though the holiday season is not yet upon us, the recent announcements of new products from Amazon and Apple can be interpreted as holiday sales. Both the Kindle Fire and the iPhone 4S were announced recently and both will be available immediately before the holiday shopping season. The Fire becomes available on November 15 and already ranks as the bestseller and the “most wished for” item on Amazon.com. A leaked report of inventory shows 250,000 units were sold in the first five days since the Fire’s announcement. Apple’s iPad sold 300,000 units by then end of its first day of availability. Even though the Fire will not offer as many advertising possibilities as the iPad, it still offers some and represents a technological change in how many people will be consuming their entertainment.
The iPhone 4S, however, is a device ripe for the influence of the digital agency. Not only are users exposed to ads, but they are able to do searches. It’s the searching ability that will be the largest boon for firms marketing digitally because that is what drives much foot traffic into brick and mortar businesses. In the first 24 hours of the iPhone 4S pre-order window Apple sold more than 1 million new phones. The previous record by Apple was 600,000 units. This is a staggering development, especially when considering most people were disappointed by the 4S announcement, expecting the iPhone 5 instead.
This news of staggering demand for these mobile devices is also very encouraging given the sour news of the global economy. If in the face of a downturn people are still demonstrating such unbridled enthusiasm for new devices, then the overall cultural ways of consumption are severely turning. The digital agency already knows this, but some clients and potential clients do not. There will be a wave of new mobile users this holiday season and businesses need to be encouraged not to be left out. Not only will there be new mobile users, but the digital agency can expect these new devices to be used for the holiday shopping season.