Mobilize Your Business

US consumers spend nearly 2.5 hrs on mobile devices everyday.

According to a report by eMarketer, US consumers now spend more time on mobile devices than on desktop and laptop combined.  Nielson released a related report titled “The New Digital Consumer.”  According to the report, US adults spent on average 34 hours per month using the mobile internet on smartphones.  By comparison, they spend 27 hours on the PC internet.

Of that smartphone internet time, apps capture 86 percent of usage. Only 14 percent of smartphone internet access time comes via the mobile web.

It is time to really think about how businesses can strategically position themselves and create values for their customers through this new channel.

MK-BS588_NEUTRA_NS_20120229181508Is your website mobile-ready?

Although time spent on mobile web account for much less than mobile apps, the amount mobile web traffic is rising rapidly.

With increasing smartphone usage, making a website that is friendly to smartphone users has now become a critical part of website management.

There are number of ways to make your site mobile friendly.

One, you can create a dedicated mobile site at a subdomain, usually m.yourdomain.com.

Two, you can make your existing site responsive.

Both approaches have pros and cons and you have to make a decision on which approach you take.  If you’d like our no-charge consultation, please contact us using the contact form.

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Plan. Develop. Market.

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“Mobile strategy should evolve to become aligned with and support the overall business strategy.”

A mobile strategy should be aligned to the business’ overall strategy

Many early mobile strategies we have seen are focused on mobile only, without much connection to other channels, such as face-to-face and the web.

In a next-generation mobile strategy, mobile should be described in the context of how it meets the overall strategy of a business.  For example, the B2C part of the mobile strategy will address how mobile is part of the customer-facing multichannel strategy.

A next-generation mobile strategy will describe how mobile technology will go beyond replicating web capabilities to describe how mobile-only capabilities can drive innovative uses.

Many first-generation and current mobile strategies focus on replicating portions of existing websites or portals on a mobile device.  This is a logical and necessary first step for businesses, but it is not the endpoint.

New technology is enabling mobile-only capabilities that the web could never do.  For example, near-field communications (NFC) can allow mobile phones to act as a key for hotel rooms or rental cars that are issued to guests on their arrival.

Mobile Strategy

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Engage through Mobile Channel

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“Apps accounted for 85% of internet time spent on phones in 2013.”

Building a mobile app is not an easy task, but if done right, the rewards can be tremendous.  As mobile adoption rate in the US reaches 90% and the US consumers spend on average 2.5 hours per day on their mobile devices, having a mobile app will open up a new communication channel between your business and customers. As you consider building a mobile app for your business, brand, or organization, see how you answer following questions.

What is your target platform/device?

Are you targeting iOS, Android, or both?  There are many things to consider before deciding what is right for you.  Check out this eMarketer article to understand the two user profiles. Also, understand whether you want a mobile web (HTML5 + Responsive Design) or mobile app (native).  Check out this VentureBeat article to understand better.

iPhoneApp

What are the major features of your app?

It is easy to fall into a trap of trying to add too many services or features into a mobile app.  It is therefore vital to have a clear understanding of what and how your app delivers values to your customers. If you are building a promotion or marketing app, an integration with social media will be helpful.  If you are building a mobile-commerce app that will help generate revenue, an integration with online payment platform will be critical. Our recommendation is that you start out with a minimum set features and gradually add more on an incremental basis as you build your user base.

How will the app engage the users?

A weather app, for example, provides whether information in your area.  The interaction between a user and the weather app is minimal since one usually launches the app, gets the weather information, and closes the app.  On the other hand, apps such as Facebook or Yelp require greater interaction where users conduct search, send & receive messages, upload photos, etc.

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2014 US Digital Future in Focus

2014_US_Digital_Future_in_Focus_mediumcomScore has recently published 2014 US Digital Future in Focus.  The report examines how today’s digital media landscape has changed over the past few years and where it’s headed in the future.

Some of the key findings in the report are as following:

Multi-platform users on rise

For the first time ever, the multi-platform users, those using desktop, smartphone, and tablet, constituted majority among digital media consumers.  In the beginning of 2013, this group represented 48%.  By the end, it was 56%.  This presents challenges for publishers as they attempt to engage consumers on different platforms.  As wearable devices such as Google Glass gain some traction, the digital media landscape will be more fragmented.

Smartphone entering ‘late majority’ phase

With smartphone penetration reaching 65% of US mobile users, the smartphone adoption is entering the late majority phase of the technology adoption lifecycle.  On the other hand, tablet adoption is still in the early majority phase with 34% market penetration.  However, 83 million US mobile users still do not have a smartphone and 157 million do not own a tablet.

Mobile content driven by apps

Mobile apps accounted for 85% of internet time spent on mobile devices in 2013.

Cross-platform integration is the next era for ad measurement

Media companies and advertisers will benefits from having cross-platform integrated advertising strategy.  It will meet the needs of advertisers more efficiently and result in increased marketing ROI.  They can also reach out to the desired audiences with more optimal cross-platform allocations.

There are many more useful findings in the report and I highly recommend that you take a look.

You can download the report from here.

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Infographic: 2013 Mobile Growth Statistics

Built by guys at Super Monitoring, this infographic looks at mobile trends in various categories in 2013.  Some interesting numbers are:

  • 50% of mobile web users now use mobile as either their primary or exclusive means of going online.
  • The average consumer actively uses 6.5 apps throughout a 30-day period.
  • 80% of mobile time is spent in apps.
  • Almost 30% of all emails are now opened on mobile phones

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Branding Brand comes out as a leader among mobile commerce solution providers

Latest report from Forrester looks at the mobile commerce solution providers.  Congratulations to Branding Brand who came out as a strong leader in this space.

Looking across various attributes including solution architecture, mobile web, mobile app, mobile marketing tools, and product strategy, Forrester ranked the solution providers as following:

Leaders

Branding Brand

Strong Performers

Merkle 5th Finger

July Systems

Kony

Mad Mobile

Mobify

Moovweb

Netbiscuits

Skava

Usablenet

Mobile Commerce Solution Providers Q4 2013

Mobile Commerce Solution Providers, Q4 2013

 

 

To learn more, please visit this blog post.

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Mobile Usage Trends from Citrix

The Citrix released an infographic on the mobile usage trends for the first quarter of 2014.  Some of the key findings are:

  • Mobile ads now reach 50% of smartphone subscribers, doubling from 2013.  However, mobile ads generated less than two percent of a subscriber’s daily mobile data volume and only one in twenty subscribers are currently served video ads.
  • Health apps are one of the fastest growing categories.  Within the health category, apps related to fitness, running, weight loss and nutrition, and women’s health are on the rise.
  • Social networks are embracing videos.  Twitter’s introduction of Vine and Facebook’s integration of video into Instagram dramatically increased social video sharing.  Videos now account for 32% of total social media traffic.  Images and texts account for 63% and 5% each.
  • Mobile web is doing much better: 50% of web page now load in 5 seconds or less on mobile devices compared to 8 seconds in 2013.

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Time Spent on Mobile Tops Media

According to a report by eMarketer, US consumers now spend more time on mobile devices than on desktop and laptop combined.  When looking at the total time spent on media for 18+ adults in the US, the Digital (mobile, desktop, laptop combined) accounted for 43.6%.  TV, Radio, and Print accounted for 37.4%, 11.9%, and 4.5% respectively.

Breaking down the Digital further, mobile accounted for 19.4% whereas desktop (and laptop combined) accounted for 19.2%.  2013 was the first year where mobile overtook desktop.

The time spent on mobile has been increasing on average 77% from 2010 to 2013: 3.6% in 2010, 7.1% in 2011, 13.4% in 2012, and 19.4% in 2013.

Share of Time Spent Per Day

For total of 12 hours spent on media in a day, US consumers now spend nearly 2.5 hours on mobile devices.

Now, out of those 2.5 hours spent on mobile, where do you think people spend most time on?  Obviously, it’s social media which accounted for 28.4% or  of those 2.5 hours.  Social media is followed by video with 12%.  I’d be curious to see where reading/writing email ranks along with social media and video.

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