www.BrandLessBox.com White Paper

1.
Aaron
Abbott—www.BrandLessBox.com
1
Running head: THE EVOLUTION OF MOBILE SOCIAL MEDIA
Mobile
Social
Media:
The Evolution of Web 2.0 and Business Models
Aaron Michael Abbott
www.BrandLessBox.com

2.
Aaron
Abbott—www.BrandLessBox.com
2
If technology has advanced, then the Internet has evolved. This evolution has been an
integral part of how businesses and organizations use, share, and control the data, and content,
that is exchanged. Looking into the recent developments of social networking sites, in
conjunction with mobile marketing developments, it shows how this evolution has affected
business models, and practices, all together (Abramovich, 2008). As well, these insights are
showing advertisers and companies where to turn next.
Look at two giants in the Web 2.0 development game—Apple and Google (Mooney,
2008). Apple has manufactured computers, developed software, and has been around since the
beginning. Google, a more recent addition to the marketplace, has been one of the most
significant search engines on the Internet—developing a wide range of free alternative software
solutions like e-mail, maps, calendars, document and spreadsheet applications, video-chat, and
more. So, how did competition surface between a prolific search engine company and the leading
computer manufacture/software company—in the mobile telephone market? These companies
have followed their consumer’s behaviors and developed future solutions/products based on the
existing predicted desires. So with iPhone versus Google Phone, the impacts that Web 2.0
developments have upon the birth of business model opportunities are obvious. We are seeing
more traffic on social web sites, increased spending in the mobile market, and more and more
advertisers are starting to look to social and mobile media outlets for message delivery
opportunities (see Table 1).
Web 2.0 has meant new marketing opportunities, product developments, and even
business model, well, remodeling. It is where these companies turn, to seek out this information,

3.
Aaron
Abbott—www.BrandLessBox.com
3
that Apple and Google have seemingly mastered over the past 5 years. They have had access to
their consumer demographics and online behaviors directly. It is the core of their businesses.
Table 1
Factors of growth, attention, and development for social and mobile media,
Website URL Summary of ideas Use of information
MobileMarketer http://www.mobilem
Percentage of Shows interest of
arketer.com/cms/lib
Advertisers investing advertisers
/294.pdf
in Social Media increasing steadily
38% in 2006 in one year
48% in 2009
MMAGlobal http://www.mmaglobal. US spending on Growing Mobile
com/articles/mobile- Mobile Marketing Market is gaining
marketing-mayberry- $1.7 billion in 2009 revenue streams
or-wild-west $2.16 billion in 2010 from increased use
Mashable http://www.mashable.c More than 7 million Highly visited Blog
om/about/ monthly page views in features, Web 2.0
2009 and Social Media
news
Google gets to see where everyone visits on the Internet, and when. While Apple has mastered
what the consumer wants out of their computer, and it’s interactivity.

4.
Aaron
Abbott—www.BrandLessBox.com
4
Without being a huge corporation, where and how can one access this invaluable
information? This is the power of the social network. Access to the motivations, consumer
behaviors, and desires can be found on any blog, in any corner of the Internet. Blogs are just the
beginning too. With companies like Facebook and Twitter re-writing how people communicate
on a daily basis, mobile media companies are jumping on the bandwagon and are getting ready
for the day when the supercomputers that took up rooms in the past, will be carried around In
pockets and on belts. It is a give and take between ingenuity and predictability. This is the power
of social media merging with mobile media. This literary review will discuss what effects social
media networking have on the development of mobile media companies and the products they
produce. As well as who these companies are likely to be.

5.
Aaron
Abbott—www.BrandLessBox.com
5
References
About Us. (n.d.). In Mashable’s Social Media Guide. Retrieved July 24, 2009 from
http://mashable.com/about/
Abramovich, G. (2008, January 9). Immediacy triggers growth in mobile social networking.
Mobile Marketer’s Outlook 2008, 25. Retrieved July 24, 2009 from http://www.mobil
emarketer.com/cms/lib/294.pdf
Mooney, L. (2008, January 9). A Google face off with Apple? Bite me. Mobile Marketer’s
Outlook 2008, 11. Retrieved July 24, 2009 from http://www.mobilemarketer.com/cms/
lib/294.pdf
Wehrs, M. (n.d.). Mobile marketing: mayberry or the wild west. Retrieved July 24, 2009 from
http://www.mmaglobal.com/articles/mobile-marketing-mayberry-or-wild-west