Developers: Small Business Owners Need Mobile Solutions Too

by Holly Shoemaker

A recent survey commissioned by Bank of the West, a financial services holding company, and conducted by Harris Interactive provides some insight into developing apps and mobile solutions for small businesses. 

Overview of Findings

From the period of July 30, 2012 to August 29, 2012, Harris polled 504 owners of small businesses. The poll defined these businesses as having two or more employees with annual revenues of less than $10 million.

The survey showed that small businesses rely more on traditional technologies like email, instant message and texting, followed by calendars and scheduling and then GPS.

When it comes to using more advanced mobile technologies, the survey shows some positive trends:

• Nine out of 10 small business owners use mobile technology on smartphones, tablets and other devices.
• Eighty-three percent of respondents said individuals/entrepreneurs and small business could benefit the most from mobile technologies.

News for Developers

While 56 percent of the respondents said that security concerns prevented them from implementing more mobile technology, relevance outranks that factor. In the poll, three out of five, or 58 percent of respondents said that mobile technologies lacked relevance for their businesses.

These results show a gap in the market that app developers could use to their advantage as 68 percent of respondents said that mobile technology could increase efficiency and grow business. Respondents would like to see solutions that target more effective customer processes like payment and expense reporting.

Postal Service to Offer Smartphone Barcode Discount

by Holly Shoemaker

The U.S. Postal Service is temporarily targeting the smartphone market. In July and August 2012, the agency will offer a postage discount for direct mailers that include smartphone barcodes. 

Discount Overview

While not a deep discount, advertisers who send mass mailings including smartphone barcodes will receive a two-percent postage discount on letters and cards using QR codes, also known as two-dimensional barcodes.

When potential customers scan the barcode using an Android device, iPhone or other smartphone, the code will link them to the website selling the product or service.

The overall promotion has the potential to benefit three areas:

• Postal Service – By offering this discount, the agency hopes the move will entice advertisers to continue using print advertising as a way to targets its consumer base. The Postal Service has seen a decrease in revenue from mailers as advertisers continue to gravitate toward online marketing tools. Using a smartphone barcode better ties into current ad trends and should allow people to engage in more effective direct marketing.

• Advertisers – Mailers provide a way to supplement other ad campaigns, such as television ads. By using codes that link to smartphones, consumers have fewer steps to take to gain the promotion, which leads them directly to the products or services the advertiser sells.

• Consumers – The targeted consumer base receives an efficient way to make use of mobile technology and simplifies the process of finding a targeted product or service, at a discount.

Concluding Thoughts

The proposed discount by the Postal Service supports research cited by MarketingProfs, a marketing advice group. In Dec. 2011, approximately 50 percent of U.S. subscribes owned a smartphone. In addition, one in five of those owners scanned a QR code.