What do the new bigger screen iPhones mean for the mobile marketer?


It was interesting to watch Tim Cook release the all new iPhone 6 and iPhone 6 Plus last week. Two new phones that are considerably bigger in screen size than the previous iPhone 5S. Especially in the case of the iPhone 6 Plus we are talking about a phone that ends up being as big as most of the flagship Android phones available in the market today.

The two new bigger screen phones and the lack of an update on the smaller iPhone 5S are definite signs that Apple has shifted its strategy and will be focusing on bigger screen phones from now on. Of course we should not rush and write off smaller screen iPhones yet, since they are expected to be available for purchase for at least two more years.

So what does the release of these two new phones and their expected  outbreak in the market mean for the mobile marketer? What does it mean for the campaigns we design and launch and how do we optimize the delivery of our content, be it, Web Sites, Apps or Ads, to these devices?

The first thing is that their introduction and especially of the Plus model brings the phablet category to the top of the mobile marketers list. A category that has been just a fraction of the market and usually integrated with the smartphone or tablet one, will now experience significant growth in the next couple of years and will probably become the default.

Most of us up to now have been accommodating phablets within our regular smartphone strategy. In the coming years we will need to revisit this to include bigger screen phones and eventually reverse it in order to accommodate the new standard that seems to be emerging.

The problem  we are currently facing and need to address is fragmentation. The good news here is that at the end all the available screen sizes out there are not that different and we could probably accommodate all of them by only focusing our design on the bigger and the smaller screen sizes available.

The question that arises is where do we stop, which is the smaller and the bigger screen size we should target? Based on our experience we suggest using the iPhone 6 Plus as the top, while retaining the iPhone 5S as the smallest. If our resources are limited then we can only focus on the smaller one and adapt our content to scale for the bigger one.

On the other hand the introduction of the iPhone 6 Plus creates an amazing opportunity for mobile marketers to include the smaller tablets, like the iPad Mini, to their current smartphone strategy. That means that with the same design for iPhone Plus we could target smaller size tablets and reach a broader audience.

Bottom line is that the release of the bigger screen iPhones is not that much of a headache for mobile marketers but a great opportunity to revise our design strategy and get it to accommodate more devices. As marketers we want to expand our target audience as much as possible and if that means that we need to revise our strategy then it is welcome change.

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