This Week's Herman Trend Alert Women---Expanding their Sphere of Influence

The Herman Trend Alert June 4, 2008 Mobile Web Gaining Momentum Recently the organization Rareplay conducted its "Mobile Web Presence Survey 2008". The study found that 14 percent (141) of the "Top 1000 U.S. Brands" have mobile Web sites. To calculate the percentage, Rareplay randomly selected 1000 brands from Brandweek's 2007 list of Superbrands. This statistic represents a 75 percent increase over similar research conducted last year which found only 8 percent of the brands had a mobile presence. The introduction of the iPhone last year, the influx of other smartphones with larger screen sizes, higher bandwidth capacity and wireless carriers opening up their networks to greater access, have all made surfing the mobile Web closer to reality. We expect, by the end of 2008, there will be over three billion cell phones users globally. Currently, over 83 percent of the United States population or roughly 250 million people are connected through various types of mobile devices. As we have discussed in a previous Herman Trend Alert (http://www.hermangroup.com/alert/archive_3-19-2008.html), mobile web services may well be the next big thing. Not surprisingly, Americans are becoming more dependent on their cellphones than landlines. In fact, over 10 percent of US citizens and 5 percent of Canadian citizens do not even have landline telephones. As previously quoted, the Pew Internet and American Life Project stated we value cellphones over our other technological tools, including the Internet, television and landline telephones. Rareplay's Mobile Web Presence Survey 2008 revealed that industries with the highest mobile web adoption include: travel (36 percent), entertainment (28 percent), and ISP and Telecommunications (28 percent), a significant increase from last year's findings. Lately, several consumer marketers, including McDonalds, Starbucks, and Procter & Gamble have been testing ways to reach out to "mobile" consumers, offering discounts/promotions at local fast-food restaurants and retail stores. With improved usability and navigation of mobile devices, higher bandwidth capacities, a move towards open standards, plus innovative ways of delivering mobile content, like Rareplay, we expect to see more and more brands creating engaging content. This optimum use of this medium is to provide highly localized content, targeted to mobile-savvy consumers---ultimately tailored to individual users---first in North America, then worldwide. © Copyright 1998- by The Herman Group, Inc. -- reproduction for publication is encouraged, with the following attribution: From "The Herman Trend Alert," by Roger Herman and Joyce Gioia, Strategic Business Futurists. (800) 227-3566 or http://www.hermangroup.com. The Herman Trend Alert is a trademark of The Herman Group, Inc." EMPLOYERS AND JOBSEEKERS: MARK YOUR CALENDARS Advertise at or attend VetJobs Virtual Career Fairs. VetJobs, the top veterans' job board, and PSI, the premier diversity job fair producer, are teaming up to launch these VeteransCONNECT events. Employer registration is now open with loading by February 15th. Candidate loading begins March 1st. Expect 25-30 employers and an attendee goal of 2,000 skilled jobseekers. Promoted extensively, early registration begins NOW. To register or request additional information, contact VetJobs at 877-838-5627 or email info@vetjobs.com; Employers: Mention the Herman Trend Alert to receive a Bonus. LOOKING FOR A UNIQUE VALENTINE’S GIFT? Give the gift of leadership advice in our weekly Lessons in Leadership to help your supervisors and managers remind your leaders about what’s really important The 52-week subscription is only $47, a bargain when you think about the savings to your organization in reduced turnover. Quantity discounts available by emailing Joyce at joyce@hermangroup.com. http://www.hermangroup.com/store/subscription_all.html#3 Order today! PREVENT EMPLOYEE TURNOVER IN 2012 Yes, you can prevent costly employee turnover, when you train your supervisors, managers, and executives. They will learn dozens of low and no-cost strategies and tactics that they can implement right away. We have an impressive track record and stand ready to help you. Call Carl at 336-210-3547 for a no-obligation conference call. Herman Trend Alerts are produced by the Herman Group, strategic business futurists, Certified Management Consultants, authors, and professional speakers. New subscribers are welcome. There is no charge for this public service. The Herman Trend Alert is received by over 30,000 subscribers in 78 countries, in addition to other websites and printed magazines. Do you enjoy receiving this weekly e-mail update? Contact us about our co-branded Trend Alert service. Click here to sign up for the Herman Trend Alert. Subscribe or Unsubscribe to weekly Herman Trend Alert View this week's Herman Trend Alert Archived Weekly Herman Trend Alerts

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