A decade ago the planet was a place. A website named Youtube had been set up two years earlier and the iPod’s 6th edition was that the consumer merchandise.
Until a certain product called the iPhone dropped into consumers’ hands on this day 10 years ago.
It can be difficult to remember what life was like back in the ages, such is the changes that have followed since 2007.
In 2017 you will find around 2.39 billion smartphone users worldwide, up 10.4 percent over this past year. That equates to 32.2 percent of the international population.
China has 26.2% of global users; India follows 11.2%, followed closely by the US with a 9.2% share.
However, the iPhone also had significant consequences on marketing and advertising. To celebrate the birthday of one of the world’s most products, we asked experts to share their perspectives:
Cathy Boyle, Principal Analyst at eMarketer:
Two aspects of the iPhone have radically altered how people live. All about the internet and the camera, the iPhone is for countless individuals globally.
For countless individuals worldwide, the iPhone is about the World Wide Web and the camera
Using the internet within arm’s reach in any way times has changed the way people purchase products, consume media and communicate. The camera has made communicating as individuals share countless videos and pictures via SMS networks and apps.
The camera has also enabled every proprietor to become a content creator.
Dan Calladine, international head of press futures at Carat:
The iPhone has shifted advertising almost beyond recognition in the past ten years.In 2007 mobile advertisements consisted of small banner ads and search links, but the arrival of this iPhone and another smartphones that followed it allowed brands and publishers a far more imaginative canvas, and as a result cellular has turned into the greatest advertising medium.
The apps created new and bespoke advertising formats that would match with their content. The biggest hits have been Facebook’s timeline advertisements, such as program install ads which let users install other apps and games; Instagram’s click to buy advertisements; and Snapchat’s paid lenses and filters; all of which have helped cellular ad contribute rise to over 50 percent of total digital advertising spend in the united states, and 38 percent in the UK (according to the latest figures in the IAB & PwC).
Libby Darley, experience planning manager, in iProspect:
When it comes to driving the continuously connected world we reside in the iPhone has led the way.
Ten years back the leading handset maker had been Nokia
Only think the handset manufacturer was Nokia and it was the very first handset without the buttons, when Apple launched the iPhone.
Now what’s touchscreen — the process in McDonalds! It revolutionized the concept of the ‘program’, changing the way customers interact we get asked should they have apps whether sites are needed by brands.
Apple’s Siri was the home of voice activation, which is the biggest theme of 2017 so far.
Carlos Dominguez, president in Sprinklr:
The initiation of the iPhone will forever be called the most critical cellular and societal marketing moment. Because of this iPhone adoption skyrocketed, and abruptly marketers had the opportunity to reach people in personalized ways.
Then, people were given access to social networking apps, which transformed social advertising for the enterprise into one of the investments by the arrival of the App Store.
Omni-channel marketing’s concept was born, as companies recognized that success depended on their ability to create human, intuitive experiences across each and every client touchpoint — to interactions to website from mobile.
