Are apps replacing bookmarks?
October 10, 2011 Mobile Leave a comment
If you use an iPhone, iPad, or Android device you probably rely heavily on apps to get to some of the companies you used to visit via your web browser. Think about it, Facebook on your iPhone, banking app on your Android phone, Twitter app on your iPad. Consumers are beginning to expect companies to provide access via apps and mobile websites linked via web apps (ESPN On the iPhone combines both). That’s why the growth in Apps is looking more like growth of websites in general. In addition QR codes, and links to apps and web apps delivered via SMS in many cases make it easier than navigating to a companies traditional website and bookmarking it. Need more info,see research below or reach out to ApolloBravo for a mobile readiness evaluation.
Read More Via Warc
GOTHENBURG: App downloads are set to increase rapidly around the world in the next five years, fueling growth in the subscription and advertising revenues generated through this channel.
Berg Insight, the research firm, estimated the number of apps installed by consumers on wireless devices will grow by 56.6% annually between 2010 and 2015, reaching 98bn a year by the end of this period.
More specifically, the company reported the revenues resulting from individuals paying for these tools, alongside in-app purchases and related subscriptions, hit €1.6bn in 2010.
It predicted the amount delivered by these combined activities should stand at €8.8bn in 2015, equivalent to a compound annual growth rate of 40.7%.
Apple is currently the leading source of income where mobile applications are concerned, with the firm’s App Store supplying some €1.3bn last year, a total anticipated to come in at €4.4bn in 2015.
During the same period, Google’s Android platform contributed a relatively modest €80m, but is projected to yield €1.5bn by the end of the forecast period.
The Windows Phone operating system manufactured by Microsoft is likely to assume third position in this area by 2015, although the company still has work to do if it is to catch up with Apple and Google.
Elsewhere, Berg Insight reported that in-app advertising was worth €300m last year, or 16% of all application revenues. Ad sales through this channel should be €750m in 2011 and €3.5bn in 2015.
As advertising is expected to be more of a “volume game”, Google Android is anticipated to assume a leading role, as the number of handsets utilising this operating system may be more prevalent, while Apple’s subscribers remain of higher value.
Overall, Berg Insight argued that Android would provide €1.2bn in ad revenues by 2015, versus only €39m in 2010. Apple’s comparative returns are pegged to rise from €230m to €1bn in this period.
Johan Svanberg, a senior analyst at Berg Insight, said: “Most apps are free to download and app monetisation will be a challenge for developers. Free to download monetisation strategies such as in-app advertising and in-app purchasing will be increasingly important.”
Geographically, Asia Pacific, which houses the key mobile markets of India and China, is pegged to account for 40% of all app downloads by 2015.
Data sourced from Berg Insight; additional content by Warc staff, 10 October 2011
A closer look at QR codes
June 14, 2011 Mobile, News Leave a comment
As brands scramble to adapt to the rapid rollout of QR codes by retailers like Target, Wal-Mart, Best Buy, Home Depot it’s important to understand both the user and the retailer experience. By year-end wireless industry watchers expect nearly 20% of mobile phones to have some type of QR code reader. Which leads to the question, ” what about the other 80% of users”. We believe that integrating QR codes into short code keyword campaigns solves this problem and also gives users a quick and easy way to download a reader if they don’t have one. Another important aspect of QR codes is the destination, making sure users have a good experience on their mobile device. This means building sites that automatically redirect when a QR code is scanned. It is not a good idea to send a mobile user to a traditional website as it will not be a great experience.
Take a look at our ShortQR code below and notice you can reach our site by texting or scanning the code. You’ll also notice that your phone will redirect to a mobile version of our website www.apollobravo.com . Feel free to contact us for more information on how we can quickly integrate QR codes, short codes and mobile optimization into your next campaign.
Read more on the QR code revolution from warc.com
NEW YORK: Companies like Home Depot, Starbucks and Macy’s are using QR codes to engage shoppers.
Home Depot, the DIY chain, first used these tools in advertising and bricks and mortar stores earlier this year, a move it expects to gain popularity across the industry.
QR codes are images that can be scanned by smartphones to find out information about goods and services.
The Home Depot material made available to people “snapping” a relevant symbol included “how-to” guides and suggestions discussing different aspects of home improvement.
“This is where other large retailers are heading,” Tom Sweeney, Home Depot’s senior director for online strategy, told the Los Angeles Times.
“We wanted to make sure we were in line with the retail world. It’s definitely coming into its own and becoming a more prevalent way for retailers to connect broadly and engage with customers.”
Colin Gibbs, an analyst at GigaOm Pro, the research firm, equally believes enthusiasm for such tactics was noticeably growing among brands.
“Advertisers are regarding them as the hottest new tool of mobile advertising,” he said.
“They love QRs because they’re cheap and easy to deploy, and you can put them anywhere from print ads to the back of stadium seats.”
Last month, Starbucks rolled out a “scavenger hunt” linked to a tie-up with singer Lady Gaga, and involving solving puzzles on the web.
Access to this game was secured by activating QR codes in the company’s stores, thus integrating the digital and physical spaces.
Running over several stages from May 23 to June 3, this initiative sought to encourage social interaction between participants.
“We wanted to make it so that there’s things to talk about and share,” said Matthew Guiste, Starbucks’ director of global social media.
Department store chain Macy’s unveiled a similar programme, “Backstage Pass”, in February, offering 30-second films containing fashion hints and tips.
Users could also watch longer-form content starring founders and representatives of various brands, like Martha Stewart and Tommy Hilfiger, as well as influential bloggers.
In order to educate customers, large signs were displayed in stores presenting guidance about how QR codes worked.
Martine Reardon, Macy’s executive vice president, marketing, asserted this approach yields a variety of potential benefits.
“[This] is an exciting evolution that brings our stable of fashion experts and designers directly to the customer while they’re shopping in our store, through their hand-held mobile devices,” she said.
“By providing fun and informative video features … we are connecting and engaging our customer in a personal way that enhances and adds a new element to their shopping experience.”
Research firm Forrester revealed last year that just 1% of all mobile subscribers – and 5% of the smartphone audience – had interacted with QR codes.
However, it reported 25% of people with a handset powered by Google Android, and 7% of their iPhone counterparts, interacted in this way during the three months prior to the study.
Alongside driving awareness, concerns related to privacy, a worry covering many elements of the digital sector, also need to be addressed.
“Theoretically, over time companies can build up their database and amass a collection of information that leads to a profile of who I am and what I buy,” said Julie Ask, an analyst at Forrester.
Data sourced from Los Angeles Times/Mashable; additional content by Warc staff, 13 June 2011
"It’s on Sale" The mobile opportunity – people are buying now
July 31, 2009 Mobile Leave a comment
Retail Mobile Coupons are a idea who’s time has come. Borders Books UK had a 69% opt-in rate for mobile coupons, among existing e-mail club members! This was with no in-store promotion. Why, because they are easy to use. No need to print them, they are with you when you need them, they are green and they are linked to a loyalty card, so you can leave that home as well. I am not sure about you but it is not very often I would print out an e-mailed coupon fold it up and put it in my wallet. Mobile just makes more sense as a consumer and as a marketer.
With the advent of digital signage in is also easy to opt people into your club just by texting, in store, no plastic, no paper, no mailings. Need more convincing read this article for Mobile Marketing Profits.
“Is it on sale?” The mobile opportunity – people are buying now from Mobile Marketing Profits
In today’s market, consumers are thinking twice before they buy almost anything. “How much do I need it?” “Do I need it all, or do I just want it?” “It is on sale?” Questions people ask when they’re uncertain about their own economic futures.
This “Is it on sale?” thinking presents an ideal opportunity for mobile marketing to worried consumers. For example, if a consumer has a genuine need and desire for a purchase more complex or higher value than an impulse buy – anything from an upgraded mobile phone to a new car – they may repeatedly pass up that item at full price, or even with some discounting. Stretching their spending dollars by waiting for a better deal is a safer move in a tight economy.
But what if that same consumer were to receive a coupon on their mobile phone while they were out shopping? Not a printed coupon sitting at home with the unopened mail, or an email coupon waiting in a distant inbox to be printed out and stuck in a purse or a pocket. Rather, a targeted offer made to the right consumer at the right time, in the right place.
This sort of precision targeting has been the promise of mobile marketing for many years, but few companies have yet to fully leverage such a strategy today. Confusing opt-in/op-out rules for commercial SMS messages, platform compatibility issues with sending MMS coupons to different families of smartphones, divergent carrier support for standards and commercial traffic – all of these factors and more have served to discourage corporate involvement in robust mobile couponing.
Yet there are best practices and design solutions which can work with all of these impediments to transform them into success factors. An inbound mobile marketing campaign driven by point-of-sale signage and advertising placements combines the consumer opt-in process with the marketing contact. Use of well crafted standard SMS messages (text-only) sidesteps MMS and barcode compatibility issues to reach all SMS-capable phones. Even minimal integration between the messaging gateway provider and your own retail management systems can provide end-to-end accountability and realtime program ROI.
You as a mobile marketer need to keep the following things in mind when pursuing this kind of program:
- How will the consumer become aware of your campaign?
- How will you obtain their permission to interact?
- How will the offer be redeemed at the point of sale?
By offering consumers mobile coupons, businesses can create stronger customer relationships while giving consumers what they want, resulting in increased satisfaction, and increased profitability.
“Is it on sale?” The mobile opportunity – people are buying now from Mobile Marketing Profits
Want to learn more about Mobile Coupons Contact ApolloBravo and ask about our Loyalty Link Program with integrated digital signage.
