A word about operating system (OS) platforms, because this stuff will increasingly matter.
Google’s Android OS is now leading the UK smartphone market with a 50% market share, coming from virtually nowhere in the first quarter of 2010 and overtaking Apple’s iOS and Blackberry’s RIM systems. It’s likely that Android will continue to gain market share, particularly following the rollout of Google Wallet in time for the 2012 Olympics.
I have an iPhone and I realised that I hardly ever think outside my own OS, when a friend was complaining about a local theatre only offering its app via iOS. I would imagine this is quite a common mistake amongst Apple loving arty organisations. So my tip for the day is if you’re planning a mobile campaign, make sure your content is available on the three major platforms i.e. Android, iOS and RIM. It may cost a little more but the ROI could be huge.