iPhone May Not be the Most Productive Target for Mobile Applications

There is massive potential to be unlocked from app-based advertising on the iPhone, it has been identified.

Christian Louca, managing director of YOC UK, said brands have the opportunity to provide interactive experiences for both their customers and potential clients.  "It is important to remember that it is only a small part of the global mobile advertising opportunity," he emphasised.

The iPhone presents an "exciting platform" for marketers, mainly because of the way it has revolutionised the mobile market as a whole and the opportunities provided to advertisers.

He continued: "It has helped to show the industry what can be achieved, but it still remains a small segment of the global mobile ecosystem."  However, Mr Louca believes that the iPhone has demonstrated that user experiences can be improved on what already exists, providing marketers are able to innovate further.

Mobile operating system Symbian has more than double the click-through rate of Apple devices in the US mobile advertising market, Smaato recently revealed.

As a result, the company believes this proves that the iPhone is not everything when it comes to mobile advertising.