Different Operating Systems: Users' choices come first

Question: "What is the impact in digital marketing of the proliferation of different Operating Systems for Mobile, i.e. Android, iOS, Windows Phone, Firefox OS, Ubuntu, etc.

In my opinion, with the proliferation of different OS for mobile, digital marketeers will face the main challenge of deciding the most optimal operating system to launch their digital marketing campaigns. This can vary with the  geographical, social, political, economical factors closely relating to their targeted audience.

(Photo Credit: Canalys)

Hence it is important for digital marketeers to be up to date with relevant data such as the factors mentioned above, consumers' mobile usage trends, major smart phone manufacturers moves, launch of new Operating Systems etc to ensure that our targeted audience will enjoy the most optimized users' experience across the various operations systems regardless of which mobile phone they carry. 

Potential Impact(s) in Digital Marketing of the Proliferation of Different Operating Systems for Mobile

2013 seems to be the year of the Mobile OSes as several companies announced their foray into this space currently dominated by Android and iOS. (Source: BSN - New Mobile Operating Systems) The entry of new players into a duopoly market seems to send a signal that there are still opportunities to segment the market as well as to differentiate against the incumbents by providing a new level of experience for the fickle minded consumers who ain't really loyal at all. 

It is true that the smartphone has become one of the most personal devices of consumers today, the role of digital marketing is still evolving and trying to establish proven methods in reaching out to the right audience at the right time. Let's discuss what are some of the potential impacts to digital marketing. 

Extending the Reach to More Consumers

The introduction of Firefox OS might allow digital marketers to reach out to more consumers, particularly in countries where smartphone usage is limited as compared to developed countries. Firefox OS fills an untapped where Android and iOS have not reached, i.e. consumers who are not using smartphone and unable to pay expensive data charges of smartphone usage (Source: Phonedog - Why Mozilla's Firefox OS is important to the mobile industry). Leveraging on HTML5 technologies, marketers can potentially target a brand new segment of consumers that installed apps and NFCs technologies have not exploited. 

Splitting the Advertising Revenue Pie Further 

With new entrants into the crowded Mobile OS space, this potentially will further split the current advertising revenue. Digital marketers and advertising agencies might be attracted by the offerings of new technologies to reach out to new consumers. This may benefit the industry as stiff competition will encourage innovations and the players will try to outdo each other. 

Complicated Offerings & Packages 

If the telcos and companies start to adopt the new Mobile OSes, this might lead to the rise of complicated product offerings and packages, especially for consumers. Creative product marketers may design complicated and confusing plans for each Mobile OS, potentially leading to a bad consumer experience when one has to figure out which plan is the best. Hidden landmines in the packages may also lead to unexpected mobile charges for the consumers, thus discouraging usage.