In 2004, the term “Web 2.0″ came on; he referred to a number of interactive elements of the internet. Web 2.0 refers less to the technical aspects rather than to a change in perception and use of the World Wide Web. The users now have a different understanding of power, they can create and edit content themselves this development in the mobile Internet field also now has reached: Mobile 2.0 is here. Since the launch of the mobile phone in 1992, the little device has spread furiously. Statistically, every citizen is now mobile. In addition, the mobile phone has become a multimedia all-rounder. It accompanies the user wherever organized his daily life and offers many helpful services including mobile Internet access.
Mobile surfing the online community
High data transfer rates enable higher speed Internet connection; flat rates make the download of large amounts of data from the network affordable. The improved technology of devices makes mobile browsing more attractive for the users.In addition to the interaction on the Internet to develop, mobile community offers. The social network character is another important feature of Web 2.0 and Mobile 2.0. The client lies down on a profile on the community site on the Internet. As part of the community then photos can be uploaded and viewed, contacts and e-mails can be managed as well as blog entries and comments are created. The members of the online community use chat rooms or forums, to exchange ideas and develop a general sense of togetherness. There is now a variety of such social networks. Some have already been optimized for the mobile phone, such as “MySpace” by Yahoo. A recent study by the Pew Research Centre in the United States shows that 55 percent of American children are members in at least one online social network between 12 to 17 years. Main users of sites like MySpace are girls between ages 15 and 17 – 70 %. Boys of the same age, however, use the networks primarily as a flirting platform.
Another interesting innovation is the mobile navigation services that provide the mobile phone users not only directions but also wish to recommend shops, restaurants and points of interest (POI) in its environment. About GPS, the terminal is located, targeted ads make suggestions, and finally the navigation software calculates the shortest path to the selected location.
The new mobile services of the Mobile 2.0 provide clear benefits to the users. The “Mobile Marketing” is the key term that is designed to promote the new services. Targeted advertising on the mobile phone provides many opportunities and it has proven to be extremely effective. The mobile industry is very interested in further expansion of opportunities for mobile marketing.