Archive for the ‘Mobile Marketing and Commerce’ Category

What will smartphone users want when they shop in 2013?

Tuesday, January 1st, 2013

Retailers and manufacturers have used advertising, in-store signage, the web and emails to build sales. However as iPhone and Android and Windows smartphone ownership rapidly increases, US consumers are relying on a new medium to determine where to shop and which products to buy,

According to a recent Perception Research Services International study, 76% of smartphone subscribers use their phones for shopping. The survey found

  • 53% of smartphone owners use their devices to compare prices,
  • 49% to read customer reviews,
  • 48% to search for product information,
  • 48% to check for sales or coupons,
  • 37% to get product information from a manufacturer’s site,
  • 34% to get a friend or family member’s opinion,
  • 31% to make a purchase,
  • 31% to enter a contest, and
  • 17% to view a product demonstration

80% of smartphone owners want shopping information more optimized for their device, according to a study conducted by ad agency Moosylvania. These consumers want to be able to access this information quickly and conveniently.

In 2013, Retailers and Manufacturers need to focus on how to close the sale by more effectively reaching smartphone users while they are shopping.  What changes will this mean for your retail or consumer products marketing strategy in 2013?

Apple iPhone 5 vs Samsung Galaxy S III: How do they Stack Up?

Thursday, December 27th, 2012

Are you in the market for a new smartphone? Well I am and it is not an easy choice. I have been a loyal Apple customer for the past several years. I not only own the iPhone 4 and 4S but several Macs, iPads, and iPods. Despite my Apple loyalty, Samsung’s Galaxy S III is catching my interest.

Despite the competition from Samsung, Apple for the first time owns over 50% of the US smartphone market, receiving a boost in sales from the iPhone 5. Android continues to own 61% of the smartphone market in Europe with Samsung the leading smartphone manufacturer owning 44.3% of the market (Kantar Report).

A Holiday Price War is now occurring in the US between Samsung’s Galaxy SIII and the iPhone 5. With a two-year contract, consumers can purchase a Verizon 16GB Samsung Galaxy SIII in white for $59.99, a Sprint 16GB version in white for $0.01, and an AT&T 16GB phone for $79.99 from Amazon

The iPhone 5 is still more expensive but bargains can be found. The iPhone can be purchased for $50 below retail price ($149.99) with a two-year contract across all the major carriers at BestBuy Mobile. A couple of weeks ago, Walmart offered the iPhone 5 for $127 with a 2-year contract.

When you stack these phones up against each other it is hard to find a major difference. Here is a comparison, compiled by Staples.

iTunes and the Apple Store help set the iPhone 5 slightly ahead of Samsung Galaxy S III. However recent decisions to block Google APPs on the iPhone APP store have created dissatisfaction across customers. In the past couple of weeks the new Google Map application is now being offered.

Overall there is no clear winner between the iPhone 5 and Samsung Galaxy s III. Perhaps the only thing to do is wait for the Samsung Galaxy S IV, which may be displayed at the CES event in January and released as early as March 2013.

Mobile websites used more than APPs by Shoppers!

Saturday, March 17th, 2012

The top retailer mobile websites and apps reached 60% of the smartphone owners during the 2011 holiday period according to a recent study by Nielsen. Today there are almost 100 million smartphones in the US.  Adoption of smartphones are expected to continue to rapidly increase.

Nielsen included Amazon, Best Buy, e-Bay, Target and Walmart mobile websites and APPs in their study. The study also found that more consumers use mobile websites rather than APPs.

Mobile Shoppers

Men were more likely to download the retailer’s mobile APPs than women. Shoppers who used mobile APPs  generally spent more time viewing the mobile content.  The implication is retailers should find ways to encourage consumers to download their APP to create a deeper relationship.

For more information, please refer to the Nielsen study.

2012 Retail Tablet Revolution

Saturday, March 10th, 2012

50% of Retailers will be testing a tablet in 2012, according to a study by RIS News. Some of the key findings of the study were:

  • 6 percent report that tablets are fully deployed in their stores today
  • 28 percent are currently testing tablets in stores, with an additional
    • 31 percent planning to start tests sometime in 2012.

It is now safe to conclude, that tablets will change the shopping experience and provide retailers with more opportunities to build a relationship with their customers.

Here are nine ways retailers will leverage tablet technology in 2012:

  1. To display the retailer’s website
  2. As a customer survey tool
  3. Show videos to the retailer’s community
  4. Collect customer contact and profile information
  5. Display the store’s social media updates
  6. Turn tablet into a menu in your restaurant
  7. As a digital educational brochure
  8. Entertain the retailer’s customers
  9. Replace the store’s POS.

What other ways do you think retailers’ will use Tablets?  What will be the most popular use?

How to make money selling your iPhone 4!

Tuesday, September 27th, 2011

Now is the time to sell your iPhone 4!   If past history is any indication, trade-in values will begin to plummet shortly after the announcement. October 4th seems to be the day Apple will make the iPhone 5 announcement.

Today you can get up to $250 for your iPhone 4. We expect the iPhone 5 with a 2 year contract will retail for $199. By sell your used iPhone now,  you can put some cash in your pocket. If you wait for a week, you could see the trade-in values drop to $175 to $165.

My recommendation is do not try to sell your iPhone yourself on Ebay. The Ebay marketplace quickly becomes flooded with the last generation’s iPhone models when the new model is announced. Lock in your price now with one of the trade-in platforms such as NextWorth. They normally allow you to lock in  trade-in values for around 21 days.

Here is a great chart that shows how quickly prices drop during the iPhone 4 product release.

Digital or Die!

Friday, January 14th, 2011

Are you in step with the evolution?

A recent article in the Wall Street Journal, “The Year Ahead for Media: Digital or Die”, does a great job outlining how digital media is crushing traditional media. We are certainly living through the changes with our clients in the retail, publishing, and business services sectors.

Here are some key take-always from the piece for the year ahead…

• Advertisers anxious about how technology is undermining their business will continue to flee from print and move to fast-moving media like digital
• Social media content will be redefined with more content coming from traditional media companies promoting products and connecting with consumers
• Social media based services businesses, offering advice to home chore services, will be social media based marketing to and connecting with customers through this new distribution channel
• Video-on-demand will be offered allowing home viewers to watch movies earlier than they can now for premium prices
• Television networks will continue to focus on how to make money online as young consumers continue to watch their favorite TV shows online
• Print advertising will continue to migrate to the less expensive internet and mobile media as readers continue to migrate to digital with iPads, tablets, and other e-readers
• eBook sales will nearly triple to $2.8 billion by 2015 from just under $1.0 billion in 2010
• Online and digital advertising will continue to face scrutiny in 2011 over tracking of consumers information
• Games will continue to grow as Apple changes the industry with options to instantly download games to their devices
• The music industry will evolve with concerts, a standard bearer for promoting “record” sales, with the top 50 concert receipts declining by 15% with the continuing growth of digital file sharing and distribution of music

Read the article!

So how will you evolve your business in 2011 in the digital world?

Fighting for Mobile Platform Market Share

Friday, November 12th, 2010

What Business Model Will Win?

The recent release by comScore of its mobile subscriber report continues to show Google Android (promoted as Droid by Verizon) closing the market share gap with Apple for mobile platforms.

Google’s market share is up 6.5% from June to 21.4% and now only 2.9% behind second place Apple which has 24.3% of the market. Apple’s share is the same as reported in June. RIM continues to lead the pack with 37.3% share slipping 2.8% from what was reported in June.

The Google / Apple competition for market share presents two very different business models. Google’s Android or Droid contains an open source operating system. The code is available to manufacturers to add their own features and functionalities. They can listen to their market and shape the product. Apple owns their operating system and keeps their code proprietary. Apple allows developers to build applications on top of their operating system. These applications are then sold through retail or on the web where Apple controls distribution of iPhones and iPads.

It will be interesting to see how these competing business models evolve over time.

Apple’s recent announcement that iPhones will now be available at Target stores through the Target Mobile Centers, located in 846 stores, might be the start of a change in strategy to sell more phones. In the third quarter of 2010, Apple sold 14.1 million iPhones, up 91.4% from the prior year and beat the top competitor, RIM, which sold 12.1 Blackberry’s in the same quarter. Apple is already selling a lot of phones.

Regarding the Google / Apple business model differences, during a conference call with analysts, Steve Jobs was quoted as saying “It’s worth remembering,” he said. “that open systems don’t always win.” “In reality, we think the open versus closed argument is just a smokescreen,” he concluded. The real issue he said is integrated versus fragmented. “We think integrated will trump fragmented every time.”
We will continue to watch how the story unfolds…
So how are the actions of, Apple and Google, influencing how you will reach your customers in the digital world?

Google Takes a Bite out of the Apple!

Friday, September 17th, 2010

What does that mean to mobile commerce?

This week comScore released their July 2010 US mobile subscriber market share report.  The results show the American Consumer is using the phone for more than just a call.

The hardcore data users, smartphone subscribers, grew to 53.4 million people at the end of July 2010, up an 11 percent from the three month period ending July. The majority of the growth in the market came from the Google smartphone operating platform. Google’s market share was up from 5% to 17%, while Apple’s share drop by 1.3 percentage points to 23.8%. While Apple’s market share dropped, the number of subscribers using the platform still increased.

Apple analysts have been quick to point out that all is well and this is just an unusual blip caused by two main factors:
• A delay in Apple iPhone subscriptions in May and early June as everyone waited for the new iPhone 4 model. After all, who wanted the old iPhone 3Gs line!
• The inability of Apple to meet the demand for Apple 4 iPhones in June when they ran out of stock.

Is that really the case or is history repeating itself?

Apple has a great platform but is prisoner to the AT&T network and one hardware manufacturer, Apple. The focus has just not been on producing a great smartphone platform.

Google’s approach is to focus on delivering a great platform that is easy to develop and can be incorporated by Motorola, Samsung, and HTC mobile handset manufacturers. Google’s app store is growing and now boasts more free applications than Apple.

Who has a better strategy?

Well if you are a mobile marketer who cares! You need to plan to reach both smartphone platforms. The good news is that mobile subscribers are using the phone for more data oriented activities. Just look at these comScore stats:
• Sent text message to another phone – 66.0% up 1.4 percentage points.
• Used browser – 33.6% up 2.5 percentage points
• Used downloaded apps – 31.4% up 1.6 percentage points
• Accessed social networking – 21.8% up 1.9 percentage points.

So Google taking on Apple is all good news for digital marketers who want to reach their customers while they are on-the-go. Mobile is becoming the way to deliver your digital message.

Okay. So how will the Google and Apple smartphones impact how you manage your business in the digital world?

Data Source: comScore Reports July 2010 US Mobile Subscriber Market Share – July 15, 2010.

Adoption of Digital Media

Wednesday, August 18th, 2010

Four points any marketer should find interesting

In the new, growing and evolving world of digital media, adoption is a critical statistic. Adoption is essentially the use of new media delivery methods supported by technology in the delivery and consumption media. The key players are the providers of the means of delivery (technology), marketers and consumers.

Adoption of digital media by consumer is critical to its success in achieving its goal: Selling More Products!

Here are the four points:

• Adoption of Social Media by Major Brands. According to Burson-Marsteller, 79% of the Fortune 100 use one of the major social media platforms. 20% of those companies are using all four of the main social media platforms (Twitter, YouTube, FaceBook and Blogs). 82% are tweeting at least once per week and post to FaceBook on average 3.6 times per week. 50% have a YouTube video account and upload on average 10 videos per month.

• Adoption of Mobile Coupons. Promotional coupons sent by mobile phone are expected to reach 200 million by 2013 according to Juniper Research. Adoption of mobile coupons has been slow to date since they aren’t necessarily any easier to use than paper coupons. However, Target Corporation recently announced it had deployed scanners at its more than 1,700 stores that can read mobile coupons. This initiative by the second largest retailer in the U.S. will help push adoption ahead.

• Adoption of Smart Phones and Mobile Applications. Why are these two lumped together? Smart Phones are the means to using mobile applications. Smart Phones will grow to be roughly 60% of the new handsets sold in the U.S. by 2014 according to Pyramid Research. They are a growing channel for brands to interact with consumers. Projected to be among the top 10 consumer mobile applications for 2012 by Gartner are mobile payments, mobile advertising and location based services. All are key components in adoption of mobile devices in brand marketing initiatives.

• Adoption of New Standards of Measurement. A new media measurement project will be launched in September with the goal of understanding consumer media behavior across all platforms. The “Touchpoints” Initiative”, launched in the U.K. in 2006 is being brought to the U.S. by the Coalition for Innovative Media Measurement. The data from the study will allow media buyers in the U.S. for the first time look at unduplicated media consumption across all channels.

Okay. So how will adoption of digital media impact how you manage your business in the digital world?

Mobile Advertising Is Growing

Tuesday, August 10th, 2010

Take a look at some of the recent trends in this growing media

We have been writing a lot about mobile lately since we are deep in the planning process for a mobile retail mobile advertising project.

Last year, advertisers spent $218 million on mobile advertising according to research firm IDC. This year the total is expected to be $418 million and reach $1.8 billion by 2014. Recently, Apple announced iAd, its own ad network for iPhones and iPads. And, Google now owns mobile ad networks Ad Mob and Quattro. The market makers are certainly banking on the enormous potential of mobile advertising. Supporting the growth in mobile advertising is the growth in mobile search. Google is reporting a 500% increase in mobile search with 1/3 of the searches seeking local content.

Nielson sees the mobile ad market splitting into two main segments, premium ads and mass market ads. Premium ads are commanding premium prices from advertisers. According to Medialets, cost per thousand impressions ranges from $15 to $50 for a rich media ad. Banner ad costs are ranging from $8 to $15 cost per thousand impressions. Advertisers are willing to pay the premium prices for media rich ads since they are effective in holding a consumer’s attention and brand recall.

So what is working from the consumer’s perspective?

According to a recent Harris Interactive poll, consumers are willing to tolerate mobile ads if they are unobtrusive, targeted toward their taste and offer something unique. Interestingly, 56% of the teenagers surveyed said they would be interested in ads with incentives with 37% of adults surveyed saying the same. The number one incentive named by all polled was cash. This was followed by entertainment downloads, free mobile minutes and discounts.

Mobile advertising will continue to grow and evolve. For mobile advertising service providers and ad agencies, the revenue and profit opportunity for mobile campaigns still lags far behind the traditional and online media channels.

Okay. So how will the recent trends in mobile advertising impact how you manage your business in the digital world?