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by Jonathan Carson
The growing popularity of smartphones and tablets has opened up new opportunities for mobile content and apps – and raises critical questions, as well. Do different platforms and devices require different monetization strategies or does it depend on which demographic group you are trying to reach? How do different kinds of consumers respond to mobile ads? How much are consumers willing to pay for various types of content? How effective are mobile ads? These questions and more are revealed by audience research giant, The Nielsen Company.
For companies that have embraced device diversity, the decision to go with native or web-based mobile apps can cause analysis paralysis. While native apps provide richer functionality, in-house app developers have already standardized on HTML as the platform of choice for building B2B apps. Will enterprise lead the way in using cross-platform mobile development tools and mobile middleware platforms to get the job done? There is much anticipation and hype about the entry of tablet devices into the enterprise. Yet we are seeing very little innovation of applications that actually take advantage of the tablet's benefits. Is the future of the tablet simply replacing existing game consoles and e-readers, or will productivity be the app that really makes use of the tablet form factor?
26th–27th September 2011