During their press conference, Apple announced iPhone 6 and iPhone 6 Plus, featuring two new models with stunning 4.7-inch and 5.5-inch Retina HD displays, and with an all-new dramatically thin and seamless design.
The larger screen is part of an ongoing trend of consumers spending more time interacting with media on their mobile devices. According to eMarketer, mobile usage is set to grow 23.0% this year as time spent online and with traditional media, such as the TV, declines. The phone’s larger screen hopes to mimic the successful use of larger area space that have made tablets so popular, creating what some are calling a “phablet.”
Sephi Shapira, CEO of MassiveImpact, believes that these larger screened “phablets” will become the new mobile device of choice, rather than the typical tiny-screened smartphone.
“People look at me funny when I proclaim smartphones will not be around in seven years. It took the fixed line telephone 25 years to reach 10% penetration in the U.S., the smartphone eight, the tablet did it in less than three, which is far faster than anything else,” he said. “Soon innovative devices will reach 10% penetration in quarters. Smartphones should not get too comfy with their current title – they themselves have spawned the very technology that may beat them: vertical devices like tablets and phablets.”
Among the reveal of the new phones, Apple announced a new serviced called Apple Pay, which will integrates NFC technology to act as a new mobile payment for retailers, both online and store-based. According to The Custora E-Commerce Pulse Mobile Report, Apple devices still dominate mobile e-commerce with over half of online mobile transactions being done via an Apple device. Though Apple is still the dominant mobile e-commerce player, its mobile commerce share has been declining in the past 18 months. The implementation of Apple Pay not only brings NFC mainstream, but also is an action to reverse this trend.
With more eyeballs on mobile, advertisers are quickly trying to jump into the shuffle.
According to affiliate window’s monthly mobile stats, last month nearly 400 sales were generated through a smartphone each hour, with 25% of revenue generated from advertisers coming from a mobile device. Though the future of mobile video advertisements in retail seems hazy, 90% of shoppers at a major retailer’s website said they find video helpful in making shopping and buying decisions.
As the rise of video advertising calls for larger screens, NFC implementation now allows for consumers to use their phone as a retail device, expanding advertising opportunities for brands. Thus leaving Apple in the perfect position to pave the way for advertisers to further embrace mobile video.