Mobile applications are evolving to become the primary medium for delivering online content and experiences to users. As mobile penetration increases globally, applications will enable new forms of collaboration, value creation, and personalized experiences for billions of mobile internet users. Businesses are recognizing the importance of mobile applications and are looking to create engaging branded applications to influence customers. Mobile applications combine the advantages of mobility with user behavior data, social features, location-based services, and more to provide unique contextual experiences to users. As this trend accelerates, mobile applications will become a major new advertising channel, surpassing web advertising. Within a few years, a third of marketing budgets are expected to be spent on targeted, opted-in mobile and video ads.
What it Takes to Win in the Chinese App Marketdigitalinasia
China is a growing smartphone market that no mobile player can ignore and much has been written about the mobile app marketing opportunities in China. InMobi recently concluded a research survey to understand consumer behavior in China around app usage & discovery and compared the results with the US market.
HOW MUCH MONEY CAN AN APP MAKE IN 2020TekRevol LLC
The amount of how much money can an app makes varies from niche to niche and if you’re looking to boost your business in the digital world, then the mobile app industry is the ideal market for you to tap.
https://www.tekrevol.com/blogs/how-much-money-can-app-make/
This presentation provides an overview of the Chinese mobile marketing space. Also contains some useful examples of mobile advertisements and mobile apps.
2019 Mobile Growth Handbook - AbridgedMada Seghete
A preview of the 2019 Mobile Growth Handbook. To unlock the additional 127 pages of frameworks, trends, insights, and tips, download the complete handbook: https://branch.app.link/mgh
Mobile and CRM - Marketing to Situations and ContextsBrandEmotivity
Mobile can be integrated into a company’s communications mix in two main ways. If done rightly, it presents brands with an opportunity to manage their customer relationships in a deeper, more relevant way.
Apple Passbook - The impact on mobile vouchering, and what it means for brand...BrandEmotivity
With the new mobile app Passbook, Apple is pushing ahead with a common infrastructure for the delivery of coupons, tickets, boarding passes and loyalty cards, straight into consumers’ pockets.
This whitepaper explores the advantages and challenges of Apple’s Passbook platform, why it matters for marketers and which brands will be able to benefit
from it.
Facebook’s $19 billion purchase of WhatsApp solidified 2014 as a breakthrough year for messaging apps, but what role can brands and media owners play in the conversation? The answer lies in understanding a fragmented industry landscape dominated by a few key players with strikingly different philosophies, product offerings, and geographic and demographic strongholds. If you think apps are just a cheaper way to text, you’re missing their potential: they’re content portals enabling 1:1 interaction with friends and fans.
After extensive research and first-hand experience launching a One Direction campaign on Kik, the IPG Lab has produced a comprehensive white paper to help marketers navigate the evolving messaging space. In this report, they’ll explore how the battle for messaging app dominance is likely to unfold, and take a closer look at the ecosystem, case studies, and best practices to understand what brands and media owners need to know to succeed in this new frontier of social media.
For more news about emerging media and technology head over to www.ipglab.com.
2014 top mobile trends. Discover which trends are shaping what marketers will need to know in the coming months and years to take advantage of the mobile opportunity.
A must-read before finalizing your marketing plans
What it Takes to Win in the Chinese App Marketdigitalinasia
China is a growing smartphone market that no mobile player can ignore and much has been written about the mobile app marketing opportunities in China. InMobi recently concluded a research survey to understand consumer behavior in China around app usage & discovery and compared the results with the US market.
HOW MUCH MONEY CAN AN APP MAKE IN 2020TekRevol LLC
The amount of how much money can an app makes varies from niche to niche and if you’re looking to boost your business in the digital world, then the mobile app industry is the ideal market for you to tap.
https://www.tekrevol.com/blogs/how-much-money-can-app-make/
This presentation provides an overview of the Chinese mobile marketing space. Also contains some useful examples of mobile advertisements and mobile apps.
2019 Mobile Growth Handbook - AbridgedMada Seghete
A preview of the 2019 Mobile Growth Handbook. To unlock the additional 127 pages of frameworks, trends, insights, and tips, download the complete handbook: https://branch.app.link/mgh
Mobile and CRM - Marketing to Situations and ContextsBrandEmotivity
Mobile can be integrated into a company’s communications mix in two main ways. If done rightly, it presents brands with an opportunity to manage their customer relationships in a deeper, more relevant way.
Apple Passbook - The impact on mobile vouchering, and what it means for brand...BrandEmotivity
With the new mobile app Passbook, Apple is pushing ahead with a common infrastructure for the delivery of coupons, tickets, boarding passes and loyalty cards, straight into consumers’ pockets.
This whitepaper explores the advantages and challenges of Apple’s Passbook platform, why it matters for marketers and which brands will be able to benefit
from it.
Facebook’s $19 billion purchase of WhatsApp solidified 2014 as a breakthrough year for messaging apps, but what role can brands and media owners play in the conversation? The answer lies in understanding a fragmented industry landscape dominated by a few key players with strikingly different philosophies, product offerings, and geographic and demographic strongholds. If you think apps are just a cheaper way to text, you’re missing their potential: they’re content portals enabling 1:1 interaction with friends and fans.
After extensive research and first-hand experience launching a One Direction campaign on Kik, the IPG Lab has produced a comprehensive white paper to help marketers navigate the evolving messaging space. In this report, they’ll explore how the battle for messaging app dominance is likely to unfold, and take a closer look at the ecosystem, case studies, and best practices to understand what brands and media owners need to know to succeed in this new frontier of social media.
For more news about emerging media and technology head over to www.ipglab.com.
2014 top mobile trends. Discover which trends are shaping what marketers will need to know in the coming months and years to take advantage of the mobile opportunity.
A must-read before finalizing your marketing plans
Top mobile application development trends 2016Anna Harris
Mobile applications development trends in 2016 is fueled by engagement-driven in-app purchases & an integrated cross-device experience - Read More!
THE CONSUMER AND ADVERTISING LANDSCAPES IN INDIA EVOLVE QUICKLY AND OMG IS CONSTANTLY THINKING ABOUT HOW TO KEEP UP WITH THAT RATE OF CHANGE IN ORDER TO HELP BUILD BRANDS AND DELIVER GROWTH.
Global data from In Mobi covering the top trends in mobile app promotion campaigns. In Mobi have analyzed thousands of app promotion campaigns that ran on their mobile network.
http://www.inmobi.com/insights/whitepapers/
Important statistics that every business should know about the direction of mobile. This slide deck takes you through 8 different things that will impact how businesses connect with their customers through iPhone and Android mobile apps. This presentation is provided by Copper Mobile, a Dallas TX based enterprise mobile application solutions company.
If 2014 was the year of mobile, 2015 is most definitely the year of Rich Media.
Mobile ad spend is expected to increase 77%, in 2015. We will see sophisticated and creative collaboration in 2015, as content creators build audiences that rival those of pop stars and brands grasp just how powerful mobile can be. In order for brands to get the most ROI for their mobile advertising spend, they need to invest in Rich Media, to create immersive experiences, transforming their level of engagement with consumers.
In FreshDigitalGroup’s “Rethink 2015,” we take an in-depth look at the following Rich Media predictions in addition to forecasts for digital, mobile and social industries.
If 2014 was the year of mobile, 2015 is most definitely the year of Rich Media.
Mobile ad spend is expected to increase 77%, in 2015. We will see sophisticated and creative collaboration in 2015, as content creators build audiences that rival those of pop stars and brands grasp just how powerful mobile can be. In order for brands to get the most ROI for their mobile advertising spend, they need to invest in Rich Media, to create immersive experiences, transforming their level of engagement with consumers.
In FreshDigitalGroup’s “Rethink 2015,” we take an in-depth look at the following Rich Media predictions in addition to forecasts for digital, mobile and social industries.
Today we are launching the FREE report, <strong>What's Next in Mobile: Messaging Strategies for Travel Brands in a Post-App Economy</strong>, brought to you in partnership with <a>Checkmate</a>!
Today’s messaging platforms provide an appealing alternative to native apps, welcoming in a new framework for how the travel industry reaches its customers. Smart marketers are adapting to this change, ringing in a new era of better customer service and streamlined operations. Welcome to the Post-App Economy.
Brands are building up their mobile presence - comprised of apps, websites, and app stores - with the goal of interacting and engaging with consumers across every touch point. But why have relatively few brands effectively mastered the mobile channel? Find out in a report detailing survey findings of 1,000+ mobility influencers across the US and UK. We uncovered how much brands are investing in mobile projects, what their mobile priorities are and what frustrates them about mobilizing their businesses.
A global leader in providing innovative IT consulting and development services across Cloud, Mobility, Big Data, Salesforce and Sharepoint for multiple industry verticals
A global leader in providing innovative IT consulting and development services across Cloud, Mobility, Big Data, Salesforce and Sharepoint for multiple industry verticals
Global Mobile App Development Market.pdfVertexplusUS
A global leader in providing innovative IT consulting and development services across Cloud, Mobility, Big Data, Salesforce and Sharepoint for multiple industry verticals
This presentation provides an overview of the Chinese mobile marketing space. Also contains some useful examples of mobile advertisements and mobile apps.
Similar to Mobile Media: Future of Mobile media powered by Applications (20)
Data is the next big revenue driver for Indian Telcos. This presentation provides the perspective on business, consumers, demographics, segmentation and broadband data.
While LTE is the future in telecommunications, in light of the negative business case around 2.3/2.6Ghz deployments, the Indian roadmap looks a little less promising then it should be.
Data in indian context – networks & trafficManas Ganguly
n Data is the big enbaler of telecommunication and technology delivering services, content and information at an exponential growth to India. This presentation captures the growth perspective of data in the Indian context.
India deals with extremes that range from delightful to excruciating. Presenting a country juxtaposed between centuries, the contradiction that is India.
Nowadays, marketing is all about how the brands connect themselves with the human spirit of their consumers. Valuing these emotions, the brands do their positioning accordingly with regard to the environment and general community at large to create real meaningful and demonstrable values that align with the society.
In today’s world, consumers are the creators and destroyers of brands with which they associate as they imbibe the brand within themselves with authenticity and passion. This leads to ambassadorship and activism on behalf of the brand. The Presentation revolves around building true customer engagement which results in development of long-term meaningful and sustainable relationships that grow and extend over a period of time across marketing and operational channels giving a sense of ownership of the brand. The issues vary from challenges in diminishing control of companies over their brand, the advent of hyper transparency to the proliferation of best practices.
A follow up to my earlier presentation "Google's Mobile Strategy", this prsentation is about how Telecom Players around the world can cope up with Google style discontinuity and plan businesses to complement, learn and earn from Google!
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
2. Background
Close to 5.3 billion people around the world globally access their world of
communications through Mobiles1. A well researched study in India documents that there
are more mobiles in India, than toilets2. Mobiles in social development are truly
becoming an integral part of social and economic development as researched and
documented by social studies in India which indicate a GDP increase of .6%-1.2% for
every 10% increase in mobile penetration3.
Mobiles will be the internet delivery medium to a vast majority of global population and
yet it will also be medium for experience delivery. Mobiles will enable value creation,
collaboration, co-creation in real time, for the next billion internet users. The increasing
connection between physical devices and online services will drive new applications and
interfaces that will consume personal data and turn it into useful, personal, social, visual
and tangible benefits for users as well as businesses. In effect, Mobiles will gradually
become media devices over and above voice and data communication devices.
Businesses and brands will look to new ways of engagement with and influencing
customers through branded mobile applications. Applications are the face and feature of
Mobile internet going forward4. Mobile Applications will combine advantages of
mobility to user behavior, context, social layers, discoverability and platforms such as
location based services, payment mechanisms, augmented reality, profiling and
recommendation mechanisms and more to deliver experiences unique, relevant and
contextually adept to users. Thus the role of mobile based applications gradually evolves
into mobile media. Advertisers, Corporates, Businesses, Governments and other profit
and non-profit organizations will seek to leverage the mobile media to engage their
customers with user-relevant experiences.
While Applications based on utilities5 could roughly be defined as Mobile Media 0.5,
Contextual App-vertising6 (Advertising through Apps) is possibly Mobile Media 1.0.
Applications providing branded experiences which are contextually relevant and targetted
will take engagement levels between brands and consumers to a hitherto-unknown and
undefined level which is defined as Mobile Media 2.0.
The market for mobile-media has been embryonic till date, but that will rapidly change as
trendsetting companies/organizations will focus on products and services that benefit
from the unique characteristics of mobile applications. As this growth surge happens,
mobile media will take its place alongside ATL, BTL, TTL as a significant media
channel in its own right.
Mobile media as an advertising channel will surpass Web 2.0 and app centric advertising
will become content, almost entirely. Advertisers will, within 2-5 years, massively
convert to mobile, location-aware, targeted, opted-in, social and user-distributed ads;
from 1% of their budgets to at least 1/3 of their total advertising budget. Advertising will
become ContVertising7. Google expects revenue windfalls of 10X scale of what they are
today, in 5 years, driven by mobile and video.
2
3. Web 2.0 and Mobile Media: Impact on Advertisers
How many large and reputed organizations would you know of which don’t have a
Facebook page or haven’t FBed a campaign?
Is their a single brand which exists today without a web-site?
The hugely popular Pepsi “Change the Game” and Vodafone “ZooZoo” have huge
Facebook presence. Pepsi has a million “fans” on the Pepsi FB page.
Dell made $6.5 million last year selling hardware thru Twitter-engagement8. Around 20%
of the conversation in Twitter is brand based9 i.e some or the other brand gets discussed
either positively or negatively
The bottom-line for corporates and businesses is that a delay in engaging through mobile
media could mean missing out on the5th P: People10
Given the prodigious expansion of reach in mobile internet, it will not be very long
before brands and businesses would need to establish their presence on mobile as well.
This presence will run deeper than just the mobile site. It would include creating brand
awareness, user talk back and communication with the brand, brand led utility tools,
brand-user engagement and experience and a holistic branded media experience at a later
stage. The delivery of this branded experience will be through the branded applications.
This thus opens up a new channel/media for brands to engage customers and advertise.
Going forward this would be one of the fastest growing media channels for brands will
nearly 33% of marketing monies being apportioned to mobile application led
advertisements in a 5 year horizon.
____________________________________
Brand Applications will be the key to delivery of branded experience on
mobile
3
4. Evolution of Mobile Applications
Apps was declared the word of the year 2010 by American Dialect Society11.Today it is
difficult to say whether the popularity of smartphones is driving mobile apps usage, or
vice versa. There were about 90 Mobile application stores till 3Q, 2010 and the number
today is around 150.
There is significant money in the mobile applications markets. Even though 80% of apps
downloaded are free, global revenues from apps reached $11billion in 2010. Almost all
analysts agree that apps download and monetization will grow by factors of 4X-9X in the
next 4-5 years horizon. This increase in the revenues generated by app downloads and
usage will be supplemented by innovative services and business models built around
mobile apps. These services will evolve quickly in the coming years and add an
important new dynamic to the apps businesses. Majority of the new monetization would
come from advertising and associated services delivered by apps centered around and
relevant to the user.
2010 2011
Downloads 47% 38%
Advertisements 11% 17%
In-app Purchases 8% 31%
Upgrades .3% 2%
Did not monetize (Branding 33.3% 13%
only)
While the monetization of Apps through the Brands and Advertisements would see a decline in 2011 vis-à-
vis 2010, it would emerge as a strong revenue stream in the near term horizon as Apps evolve from “Just
Apps” to “experience providers”. Data from www.readwriteweb.com20
Principally, apps have started evolving as domain differentiators. Apps as we know now
are more devices led differentiating mechanisms.
The best examples hereon are the different apps stores: Apple, Ovi, Android,
Blackberry, WebOS, Windows-Phone 7 and more. These are being used by OEMs
to differentiate and brag about their devices. The principal intent here is to build
direct customer relationships and create device stickiness for their brand of
devices.
Massive app proliferation has forced Telecom Operators, ISPs and Content aggregators to
read this trend in a new light. Apps are being leveraged by service providers to build
relationships with end-users by providing key associated services and avoiding becoming
a dumb pipe. Thus, the next round of apps stores will be around network or carrier
differentiation.
4
5. Vodafone, AT&T, Verizon, Opera, Airtel, Aircel, Orange and other carriers are
stepping up ambitious investments in the apps space.
A trend that is also emerging is apps as a channel differentiator. Retailers and e-tailers
such as Amazon12 and Best Buy are now becoming very important players as customers
are looking to these domains, to provide a broad array of services, devices, applications,
content which is device and platform agnostic. Independence and trusted third party
status is a powerful value proposition
The App as a channel model leverages key assets of the retail platform: choice of
products and services, equity in the e-commerce space, security, value, platforms
that can effectively support search, discovery, download and payment
mechanisms.
There is a lot of competitive action that is already under way as Social collective buying13
emerges as mainstream. Services such as Foursquare, Google Latitude, Facebook Places,
LivingSocial, Yahoo Local and Groupon are wholly dependent on location based features
based out of an application delivery experience14.
Mobile Applications emerging as a marketing channel will not only
redefine Monetization basics but will also change effort, thoughts and
spends behind Mobile as Marketing medium.
5
6. Mobile applications as media channel
ICICI Bank has introduced an Android based application which is a suit of banking
utility services which provides one touch/click mobile banking solutions to its
consumers15.
Debenhams has launched a mobile app which lets its visitors catalogue, view and ear-
mark sale-dates and prices16.
Groupon and LivingSocial will be announcing their Android based apps for collective
buying based on location specificity of deals14.
Formula 1 recently unveiled an App to follow its races, cars, teams and drivers along
with venue booking services for the F1 die-hards18.
Times of India has launched an App to add another dimension to its media streams. It
now straddles Mobile apart from the print and web channels19.
Mobile media is coming of age in matured markets such as US with nearly 47% of
mobile subscribers using mobile media (browsed the mobile web, accessed applications
or downloaded content)21. This is up 7.6% against 2009 attributable to smartphone
adoption, 3G/4G device ownership, and ubiquitous data plans, all of which facilitate the
consumption of mobile media.
Evolution of Mobile Applications
Network/
OEM/ Device Channel Branded Applications as
Carrier
Differentiators Differentiators Applications Media Channel
Differentiators
1st Gen Application
2nd Gen Application
3rd Gen Application
4th Gen Application
5th Gen Application
2010 2011
This Graphic is a representation of evolution of Apps as enablers for different domains. The apps listed
earlier in this section are Branded applications and we are already seeing a movement towards branded
applications. The culmination of Apps as a media channel for sponsors and advertisers is the next step in
this evolution.
6
7. As commerce migrates from the electronic to mobile, these utility apps stated earlier will
be instrumental in driving traffic, disseminating information, engaging customers in the
branded app experience. This is the plain vanilla function of a mobile application in
mobile media space.
However, the fifth evolution of mobile apps will be centred around the user, functioning
as a media channel for brand experiences to be delivered to users.
For instance a LBS and Layar20 based travel app could profile a user and not only
suggest him places, travel routes, hotels, travel plans and itinerary but also could
point the traveler to like minded travel groups, collective buying, on-spot travel
guides, hire-a-service and local marquees for a holistic travel experience22.
Or for a car buying experience, apps could help in choosing the car, its color and
other technicalities, dealerships. In addition it could suggest the interiors, leather
and electronic accessories/fitments, car loan and car insurance, car registration
and more.
In effect the whole user journey could be mapped on apps and critical user needs could be
translated to monetization opportunities23. Flip it over to the brand, and this would thus
become a channel both for media delivery and experience delivery for the user.
One would require a lot of “engines” running silently behind the app and in the server
such as LAYAR, LBS, Analytics, Profiling and Recommendation engines, Shopping
Carts, 2D scanners, RFID, NFC, Banner-ad serving templates, Virtual Buying, Templated
Applications deliveries, Collective buying, Search, Ad servicing algorithms, Mobile
payment mechanisms and more to deliver the brand experience on the mobile.
Features of Mobile Apps as a Media
Platform
• Transaction Capabilities
• Targeting/ Personalization Capabilities
• Social merchandizing Capabilities
• Provision for business and campaign
management
• New user engagement models
• Multi-device and multi-screen presence
• Building Brand Experience, Engagement and
intimacy
7
8. Mobile Applications as Media/Advertisement Channels: Beyond
Advertising 2.0
Mobile Applications will evolve as a parallel marketing channel23 which would enable,
enrich, engage and make a richer experience of the purchase cycle, from awareness,
consideration, conversion, loyalty and service and measuring the metrics of the marketing
efforts. Being able to measure the effectiveness and RoI of application led marketing
campaigns could be another key to its acceptance as a media channel.
Initially, most of the mobile-led marketing campaigns delivered through applications will
focus on branding and user-generated content in support of existing marketing initiatives.
That is the creating just a level of awareness with mobile-apps and creating a presence in
mobile space.
Media Properties Typical What Mobile Apps as a Marketing channel enable
Marketing
Activities
Creating Branding Creates Mobile as a new Broader environment for
Awareness promoting a brand
Content Creation Apps as a forum for social/viral and often user generated
content
Invoking Traffic Mobile complements the existing digital mediums and
Common Customer Experience
Consideration Generation creates additional ways to drive traffic to own site, mobile
and social network presence
Engagement Applications to engage potential customers and deliver
user –relevant and customized feed to each individual user.
Innovation/ Proactive customer engagement in product/service/ system
Ideation innovation
Conversion Lead Generation New mechanisms for targeting and incentivizing potential
customers.
On ground engagement with consumer in terms of location
and context aware services
Purchase m-commerce channel
Decision Building unique buying propositions through the video and
other experiential process
Purchases as a process of continuous user-brand
engagement at every stage
Creating Loyalty/Service - Advocacy Deeper connection with users throughout the AIDA
process, purchases and consumption processes
Interactive activations to market/sell the brand
Mechanisms for community based buying
Measurement Rich demographic and socio-graphic data for effective real
time customer engagement with the brands
Mobile apps as a media channel would have many properties and support a lot of marketing activities. The
table above is a representation of the versatility of Apps in delivery of branded media networks to
users/consumers.
8
9. The second phase of mobile-app based marketing efforts would be to engage potential
customers and deliver user –relevant and customized feed to each individual user for
targeting new products, lead generation and building a dialogue with the customer. This
will combine the benefits of social media to create a larger advocacy for the brand.
_____________________________________________________________
User Needs Journeys Experience
Mobile-Applications will become main-stream as the real life consumer
behavior is replicated across in a simulated environments across the
internet
The engagement and experiential models would become richer and offer more experience
to create deeper connection with users throughout the AIDA process, purchases and
consumption processes. Interactive activations would be served up to market/sell the
brand often to a community of users. Leads can be significantly enhanced by new
mechanisms and engines for targeting, data gathering, profiling and recommending
“likes” and “interests” to user communities.
A deeper level of engagement would encompass the role of engines as invisible
applications and intelligent agents which would dive greater depths of engagement for the
user as well as the media sponsor. A list of 17 such engines which could be used as
wrappers enriching media experience around an application has been provided earlier.
Concepts such as social-shopping-buying, mobile community building and group-
ideation are higher order derivatives of mobile-application-media led marketing which
would happen once the efficacy of the “application as a media channels” is established.
Mobile-apps as a branded medium is destined to become the biggest ad delivery platform
in the next 7-10 years and the growth of mobile branded experiences (the least of which
is advertising) will exceed the TV and Internet medium both in reach and revenues.
While mobile ads will become more compelling and engaging, it will not kill older media
like TV, Print or Internet as each will adjust to the newest medium.
_____________________________________________________________
Brands will use apps to drive hundreds of millions of dollars in sales.
Apps will become a core revenue generator for businesses.
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10. Getting Started: The Imperatives
For many companies, mobile media represents a new channel with much to learn and
master. There are four imperatives that every company should keep in mind:
Imperative 1: Jump in soon and learn by doing
Imperative 2: Develop a strategy for Mobile
Imperative 3: Define what the customer experience should be and the data required
from the user:
Imperative 4: Integrate mobile-application media channel into an overall multi
channel strategy.
Conclusion
With 752 million mobile subscribers in India24, mobiles have become embedded in the
fabric of everyday life for millions of consumers. Companies will seek to find ways to
leverage these online relationships for commercial gain. Mobile-Applications promise to
be the next generation media channel: individualized, customized and relevant, even
while mobile are becoming the next generation e-commerce engines. Marketers and
strategists are smart to feel a sense of urgency in understanding and experimenting with
direct commerce within these platforms; early movers will have a solid foundation on
which to build their business and brands as the application platform evolves. As always,
learning what doesn’t work will be as important as learning what does.
Each step along the path to purchase – generating awareness, enticing customers to
purchase, cultivating loyalty presents its own opportunities. Companies are considering
targeted efforts all along this path, while integrating applications as a part of the over-
arching multi-channel media strategy. Developing an integrated and comprehensive
strategy for gathering customer data and mining it for insights, imagining new methods
for customers to discover, experience, decide and buy together and building a compelling
customer experience will be essential to succeed in this new era of application led
mobile media channels
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11. Endlines
2010 has been a landmark year in terms of apps-usage, evolution of apps and
mobile-media usage
The mobile-app consumption is growing strongly
Smartphones are key drivers of audience, usage and advertising
Tablets, e-book readers and other connected devices redefining “mobile”
Mobile-media usage through Applications is becoming a daily activity
Applications are increasingly becoming a transactional channel
Brands will feature as significant stakeholders in migration of apps to mobile-
media
Mobile applications will be the companions or concierges in user journeys
starting from awareness to purchase, loyalty/ advocacy, group buying, talk-back
and more.
The app delivery, discoverability and user experience will be critical in
determining the app reach and stickiness in the media context.
App delivery across multitude of screens: TV, Mobile, Web and even car
dashboards will help establish app-ubiquity
References
1. International telecommunications union- ICT facts and figures: The world in
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January 2011
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http://hbswk.hbs.edu/archive/2124.html
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http://t.co/6Npdxd5
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http://t.co/vTeAp91
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http://www.gomonews.com/debenhams-finally-embraces-android%E2%80%A6-
and-nokia/
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http://www.readwriteweb.com/mobile/2011/01/2011-mobile-trends.php
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reviews.net/2011/03/14/formula1-com-2011-official-app-coming-to-ios-and-
android/
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http://androidos.in/2011/03/times-of-india-launches-android-app/
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http://www.readwriteweb.com/mobile/2011/01/2011-mobile-trends.php
21. The ComScore 2010 Mobile Year in Review: February 2011
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24. India reaches 787 million telecom subscribers… Mobile subscribers stand at 752
million! (India Business Blog) http://trak.in/tags/business/2011/02/11/indian-
telecom-subscribers-growth-december/
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