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Industry updates on key mobile trendsWEEK ENDING 2/15/2013 1
TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 2/15/2013Mobile Trends One of the main challenges for wallets other than PayPal continues to be gaining awareness among participants, according to a new report from comScore. The report, Digital Wallet Road Map 2013, found that digital wallets other than PayPal only had awareness among 51% of U.S. participants. A couple insights worth noting include: – PayPal reported that mobile payment volume in 2012 was up 250% for a total of $14 billion. In 2013, the company expects to do $20 billion in mobile payment volume. – 48% of respondents say they had used PayPal, 8% Google Wallet, 3% MasterCard PayPass Wallet, 2% Square Wallet, 2% V.me by Visa, 1% Isis, 1% Lemon Wallet and 2% LevelUp. Mobile start-up Nomi, which has scored $3 million in seed funding, gathers mobile-device IDs as people enter merchant locations through the merchants WiFi network or via small sensors that track a mobile devices radio signals down to a one-to-three-meter proximity. Nomi then uses machine learning to identify spatial relationships by crunching data on participant footpaths. In addition, Nomie is working on an opt-in only system called Engage that will allow participants to identify themselves in exchange for deals. 2
TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 2/15/2013Mobile Trends (cont.) Forrester just released their 2013 Mobile Trends for Marketers report. Key takeaways include: – Advanced marketers will integrate mobile into a multiyear strategic vision. – Mobile platforms will act as a catalyst for the next generation of connected experiences. In particular, smart apps connected to products and CRM systems will emerge. In 2013, leading marketers will anticipate the longer-term mobile disruption and shift from tactical efforts to more transformative mobile strategies. – Implementing this strategy requires significant investment and marketing control. – Mobile on the cheap is over. Implementing the complex technology to make the most of mobile opportunities requires a new vision of how to interact with customers, significant changes in culture and competencies across business and IT, and more investment. Leading marketers will take back mobile ownership from agencies and services vendors. – It is still early days: some hyped mobile trends will disappoint. – Indoor location, cross-channel attribution, responsive design, analytics solutions, mobile “big data,” and other mobile technologies will make progress, but they won’t be game-changers this year. 3