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Mobile News & Analysis

Putting the Context in Mobile Content and E-Commerce

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Mobile is a lifestyle, not a channel. So the value of mobile devices emerges most strongly when you engage users in the context of their day-to-day activities. Developing an ongoing relationship with consumers means serving them when they have a specific need, as opposed to pushing content and offers out to them.

This requires a fundamental shift in marketer's mindsets. They know they have to understand user's needs and contexts in order to serve up appropriate content. The challenge lies in integrating content marketing into merchandizing and brand management functions.

Why Translation is Becoming Invisible

2015-05-February-Location.jpgIf you’ve ever tried to find a hotel in Paris without knowing French or searched for that famous restaurant in Beijing without Chinese skills, you know that navigating a foreign country can be an adventure -- to put it mildly. Tech companies from Microsoft to Google are helping remove difficulties by building increasingly sophisticated translation capabilities, such as real-time voice translation.

Average users can now employ their mobile devices to ease the transition between cultures, and they expect similar progress in your company’s website and app. How do you make your multilingual presence not cumbersome nor half-finished, but seamless and invisible?

Good Offers New Enterprise Mobility Management Suite

Sunnyvale, Calif.-based Good Technology, a mobile security solutions provider, has launched a new platform that it promises will simplify enterprise mobility management (EMM). Its newly launched Good Management Suite is a cross-platform solution that adds mobile application management, a secure browser and an enterprise-focused application store to its mobile device management (MDM) functionality.

According to Gartner, EMM suites consist of policy and configuration management tools and a management overlay for applications and content intended for mobile devices based on smartphone operating systems. They are an evolution from previous-generation MDM products that lacked application and content management.

Good Technology CMO Lynn Lucas told CMSWire the new platform is a response to market needs. Enterprises need more than a product to manage their mobile devices: They want a platform allows them to manage devices, mobilize content and enable the delivery of mobile applications.

Smaato Promises Mobile Publishers More Control, More Money

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Smaato, a company that offers advertising tools for mobile publishers and developers, just launched the Smaato Publisher Platform (SPX), an ad server for mobile publishers.

The San Francisco-based company claims it will help publishers and developers monetize their apps and maximize their mobile advertising fill rates and the effective cost per thousand impressions (eCPMs).

With more than a million apps on the market and new ones constantly arriving, the ad industry "needs a platform that thinks mobile first,” said Ajitpal Pannu, Chief Business Officer at Smaato. “This mindset requires that these content creators take better control of their monetization abilities."

Smaato operates a mobile real time bidding (RTB) ad exchange and Sell Side Platform across 80,000 mobile app developers and mobile publishers. It also globally connects more than ad networks and 240 demand-side platforms on the demand side.

SPX, built for the supply side, is a "first step towards building integrated mobile monetization platform,” he said.

Is Microsoft Investing in a Google Android Competitor?

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Anyone who still thinks that Android is truly open source, move along, there’s nothing here for you.

For those that believe Google has imposed too much control over it, then news that Microsoft may be investing in a small start-up called Cyanogen that is setting itself up as a competitor to Google will probably be welcome.

The Wall Street Journal reported this morning that Microsoft has plans to become a minority investor in Cyanogen, which is building an Android platform that is outside the control of Google and which it defines as open source.

Marketers Are Mastering Digital Advertising, Adobe Suggests

Adobe's fourth quarter 2014 Digital Advertising Report shows digital advertising is becoming increasingly efficient — and that smart advertisers understand the nuances of customer behaviors, including the top days of the week for search.

The report analyzed search and social media data and trends around Google, Yahoo/Bing and Facebook. It's based on more than 500 billion Google and Yahoo Bing ad impressions and some 400 billion Facebook post impressions gathered throughout 2014.

The key take-aways:

  • Google Shopping Ads grew dramatically over the holiday season as expected, outperforming text ads eight times over.
  • Digital advertising continues to become more efficient with click-through-rates (CTRs) growth outpacing cost-per-click (CPC) growth.
  • Certain days of the week are better than others for certain ads — for example, Sunday is best for mobile ads, Monday for desktop ads and Friday for Facebook ads.
  • Despite a change in Facebook's algorithm that forced businesses to buy more ads, retailers still turned to Facebook during the holiday season to drive sales.

4 Ways Marketers Can Move Mobile Advertising Forward

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On the heels of recent research centered around how companies are falling short with mobile marketing, comes a new report — this time with similarly disappointing findings around mobile advertising, in particular.

The AdExchanger Research report, titled Mobile’s Unmet Potential (available for purchase), finds that although marketers, technology providers and agencies surprisingly share the same vision for the future of mobile advertising, no such agreement exists regarding how to achieve that vision.

6 Best People Practices In ECM

Surprise, surprise. Nearly half of the companies that responded to research by nonprofit knowledge consultancy APQC report their organizations are poor content managers.

While firms are gravitating toward the slickest, newest technologies, nothing can replace a well-developed enterprise content management strategy (ECM), the research found.

Furthermore, less than 20 percent blamed technology. The problem, they concurred, lies with issues around change management, organizational structure and accountability, the report noted.

Will Microsoft HoloLens Change the Future of Virtual Reality?

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The concept of virtual reality (VR) has been fueling imaginations for decades — at least as far back as 1956 when an American filmmaker turned inventor named Morton Heilig began designing multisensory virtual experiences.

But even the most promising applications of VR to date have had limited commercial success — raising doubts about the real world potential for computer-simulated environments that replicate a presence in real or imagined worlds.

The 3 C's of Personalized Customer Service

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Customer service is a key differentiator for many companies. But as the number of communication channels and devices increases, so do the challenges of delivering personalized service across those channels.

A unified view of the customer is needed for omnichannel customer service -- something that can't be achieved with siloed systems and disconnected information. Channels can't merely coexist, but must inform one another to provide the needed context that makes each customer experience better and more personal. To succeed at customer engagement you must meet three fundamental requirements: being consistent, complete and contextual.

Companies Plagued by Mobile Marketing Mediocrity, Altimeter Finds

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Hold the (cell) phone.

Despite all the talk about the importance of mobile, the ubiquity of mobile devices and the merits of optimizing mobile experiences, most companies and brands are still failing to capitalize on mobile technologies — and losing the potential to benefit from what is arguably one of the greatest opportunities for customer experience innovation.

That's the surprising conclusion of research being released today by San Mateo, Calif.-based Altimeter Group, a research firm dedicated to helping companies understand and act on technology disruption.

In a report entitled "The Inevitability of a Mobile-Only Customer Experience" (registration required), co-authors Brian Solis and Jaimy Szymanski warn that many companies and brands are still underestimating and underinvesting in mobile.

What's more, they conclude, clearly defined and unified mobile strategies remain largely elusive to most executives and strategists, who tend to view mobile as the latest “bright, shiny object" rather than both a means and an end to incredibly improved customer experiences.

It’s a recipe for disaster, they argue — and an imperative for companies and brands to address right now if they want to remain relevant, competitive and continue to survive.

Optimizely Claims 'Breakthrough' in Online Testing Platform

Optimizely, a website optimization platform, just released what company execs describe as an innovative capability that breaks from traditional statistical methods. 

The platform -- Stats Engine -- adds to the company’s experience optimization platform by delivering test results that are "always valid" and "freed from the limitations of traditional statistical analysis," officials at the San Francisco-based provider boasted. Pete Koomen, co-founder of Optimizely, said Stats Engine "represents a breakthrough in the world of online testing."

Developed in collaboration with statisticians at Stanford University, company officials said Stats Engine relies on innovative approaches in statistical analysis. Combined with the company's own algorithms, it allows customers to interpret and act on data quicker "and more confidently than ever before," the company noted.

Stats Engine "propels statistical analysis into the Internet age," a company spokesperson told CMSWire.

Leave Your iPad at Home, Forget BYOD, Says HP

Face it, HP notes: iPads, Android and Windows tablets may be great but they weren’t built specifically for business. And the house that Meg Whitman rules may have a valid argument when you consider that the devices are being used by gazillions of kids strapped into shopping carts drawing animals for Night Zookeeper, by teens playing Candy Crush Saga and by moms who have adopted them as digital recipe displays when they cook. Never mind everyone watching Netflix.

Think about it. Do you want to make sales presentations on the device that your kid rests his lollipop on? Or that you and your honey used last night to watch a racy movie? Maybe yes, maybe no, but that’s not the main reason HP thinks that you might want to use different devices at work and at home.

“They (consumer-grade devices) also pose significant challenges to IT departments who have to support their now mobile workforces while keeping corporate data managed and secure,” said Ron Coughlin, senior vice president and general manager, Personal Systems, HP.

What Enterprise Apps Could Learn From Consumer Apps

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Development of mobile apps for consumers and enterprise are two different animals. Consumer apps come from a broad range of sources, from individual hobbyists building Flappy Bird clones to publicly traded kings of the consumer app industry unleashing Candy Crush Sagas upon the workers of the world. For many consumer app creators, the approval process and product cycle is not complicated: make your game or widget, get the bugs fixed, and put it out there for everyone to enjoy. If it’s engaging and you catch viral lightning in a bottle you might see the ROI shortly, from ad impressions or in-app purchases.

Enterprise app development typically includes many more levels of approval, including getting buy-in from an organization’s CTO and other key stakeholders. This can result in more refinement to ensure all the requirements of the enterprise are met, but this comes with the risk that the app could sprawl to become an over-packed, unwieldy platypus.

Teradata Acquires Mobile Marketing Automation Platform

Teradata scooped up an Israeli mobile marketing automation provider in an acquisition officials said gives Teradata's marketing cloud applications direct, two-way contact with the mobile devices.

Teradata's acquisition of Appoxee closed last month but was announced publicly today. Appoxee's brand will be retired, and its solutions integrated into the Teradata Integrated Marketing Cloud beginning immediately. It will also be integrated with the Teradata Digital Marketing Center.

"Appoxee adds several additional mobile capabilities to Teradata’s portfolio," Michael Lummus, director of strategy for digital markets, told CMSWire. "These include mobile push notifications, in-app messaging, data collection, analytics and optimization. This acquisition gives Teradata’s applications direct, two-way contact with the mobile devices that connect billions of global consumers with brands."

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