What iPhone 3.0 brings to the table
In addition to increased processing power, the new iPhone features a 3.2 megapixel camera, a compass (to orient the direction of the device), and voice activation. The new camera features video recording and simple on-device video editing, which has already created an influx of fresh mobile-captured video on YouTube.
"The hallmark of the new iPhone device is the video capability," John Swords, partner at Circ.us, tells iMedia. "I think people are going to use that feature a lot."
The compass also opens up an important new channel for marketers, particularly in regards to location-based targeting and virtual overlays. Content overlays and augmented reality are both made possible with the new compass -- emerging niche platforms, to be sure, but still full of promise and future opportunity. Virtual graffiti applications and live video feed overlays are also both closer than ever with the improved mapping technology Apple opened up in the new software.
"We're very interested in technologies like augmented reality. In order to do augmented reality, you need to know what direction the device is facing," Swords says. "With the compass, you bring about the next level of detail."
The marketing push
Apple has also finally delivered on a yearlong promise of push notification. Adam Broitman, partner at Circ.us, says the feature opens up a tremendous amount of new opportunities for marketers.
"I think the push notification service is very interesting in that you can download an app from a retailer, and you can push out sales and offers," he tells iMedia.
Sure, some developers will take things too far and turn people off to their apps, but for huge fans of particular brands, there should be some enthusiasm to stay even more engaged.
In-application purchases
With the updated software also comes the ability for developers to integrate in-application purchases and subscription-based content through third-party channels. Game developers are working around the clock to add special levels to games, and virtual goods purchases are beginning to crop up on existing applications.
Some publishers will be able to use the subscription opportunity to charge for digital versions of their content, thereby unlocking interesting possibilities for brand engagement.
"Coming from the virtual worlds in gaming, I think there's a lot of potential for micro-transactions in games," Swords says.
Going beyond the improvements in the iPhone 3.0 OS and newest iPhone, Apple has opened the door wider to third-party development outside its domain.
"There are a couple of things in the software development kit that seem like they would allow marketers to do more," Broitman says.
By opening up to outside monetization models, Apple has paved the way for marketing in and out of the home. Calls-to-action can encourage iPhone users to download or engage with something on the fly.
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