Monday, September 29, 2014

Monetizing Mobile Moments: The Three Principles of In-App Support

I was honored to co-author the whitepaper Monetizing Mobile Moments: The Three Principles of In-App Support with Debjani Deb and Sona Sharma of ZineOne. The whitepaper delves into emerging trends such as mobile-first companies, chips that make our devices context-smart and the growing demand for in-app support from millennials. It underscores the need for companies to address mobile customer needs proactively, by being context aware and responding in real-time. You can download the paper here

http://zineone.com/downloads/MonetizingMobileMoments.pdf

Tuesday, July 22, 2014

Home Networking Means We'll Have More Than TV and Online Data Per Zipcode

Emerging Trend:  With the advent of Internet-connected home networking systems and devices, marketers will need to have a holistic look at home-related data – ranging from the living room, into the kitchen and garage.

Implication: We will have the ability to map out consumer behaviors and needs at a very granular level and serve ads in a highly tailored and effective manner.

Action: Follow Google, Apple and Microsoft partnerships with Samsung, Phillips Lighting, Dell, Qualcomm, Intel, as well as auto makers. These companies are working to activate household devices and meters with Internet-connected chips.

Tuesday, May 27, 2014

What Apple's Acquisition of Dr. Dre's Beats Means


Emerging trend: Apple is bringing location-based targeting to music audiences, moving to buy Dr. Dre’s Beats electronics business.

Implication: Apple will extend its ad network and iBeacon service to Beats streaming service to Beats streaming service, which predicts what type of music users may like based on their location.

Action: Line up to target heavy data users who will pay extra for streaming music and other entertainment content.

Monday, May 12, 2014

Info-Currents Weekly

Emerging Trend: Apple's iBeacon service, an opt-in geo-location system, will win over NFC (near field communication) technology with its ability to map locations in detail.

Implication: This represents an opportunity for OOH (out-of-home) marketers who are looking to bring their targets into stores. For instance, a retailer such as Best Buy will be able to push offers to those shoppers listening to music in the park and invite them to the nearest location to check out the latest digital music players.

Action: Build or partner with apps that leverage iBeacon technology. Target iPhone and other iDevice users.

Tuesday, January 14, 2014

Info-Currents December '13/January '14 Issue: Ramifications of Wearable Technologies

Emerging Trend: Photo editing apps let users create new stories while enhancing images. Snaps app allows users to add icons to existing photos. Light bomber captures and highlights the long exposure rays around an image.

Implication: App developers are looking to leverage surging consumer interest in image-focused sites such as Instagram, Pinterest, Tumblr among others. Those who will find ways to partner with brands will increase their reach and enjoy commercial success. 

Actions: Photos are highly sticky pieces of social content. If your audience responds to such visual communication (e.g., moms, young adults, travelers), explore ways to white-label the apps, avoid development cost and drive engagement.

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Emerging Trend: Wearable technologies will match personal information with facial recognition (i.e., faces matched with social media profiles).

Implication: To protect privacy and to curb inappropriate behavior, companies and public venues (e.g., movie theatres, museums, restaurants, etc.) will need to devise guidelines on how to use wearable technologies such as Google glasses.

Actions: Get ready to supplement employee and communication guidelines. Make sure the added items do not curb innovative thinking.

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Emerging Trend: People will be able to send a ‘touch’ or a ‘tickle’ to their loved ones through wireless bracelets. (Download PSFK’s wearable technologies report here.)

Implication: Working moms will be able to stay connected with their children through the day. Long distance romantic relationships will get support.

Actions: If ‘touch’ is essential to your brand (e.g., skincare, textile), then consider using these devices at events to communicate the value of this sense and connectivity. If moms are an important audience to your brand, explore ways to integrate these technologies to your product line.   


Saturday, November 2, 2013

Info-Currents October-November Issue: Niche Social Collector Sites, Attachable Lenses, Amazon Smartphone


Emerging trend: Digital clipping services such as Art Stack and Stash help users organize information to take actions offline. Art Stack users can connect with fellow art collectors and Stash users benefit from a list of events in their local area suited to their interests.

Implication: Customization is the secret ingredient that creates true engagement out of stacks, stashes (and pins).

Action: Take advantage of posting your branded content on these sites. Sponsor pages, brand-relevant stacks.

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Emerging trend: Attachable lenses turn smartphones into formidable cameras. Sony paves the way with DSCQX10 and DSC-QX100.

Implication: Camera makers will want a piece of the smartphone market. With more people relying on their phones to take life event as well as everyday photos, Sony and competitors will shift to accessory development around phone-cameras.

Action: Photography pros may be compelled to enhance their phone cameras and experiment. Creative contests that focus on phones and showcasing smartphone photos map appeal to photography influencers.

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Emerging trend: Amazon denies rumors that it’s about to release a free smartphone.

Implication: Smartphone stands for mobile commerce and location-based marketing. Amazon or other tablet makers may want to have as many conduits out there as possible.

Action: Optimize online properties (including social sites) for mobile. Explore options to shift ad dollars from other digital venues to mobile. 


Wednesday, October 9, 2013

Info-Currents August-September Issue: Apple's gesture OS, Social Headphones, Massive Open Online Courses


Emerging trend: Gesture controlled operating systems are coming to Apple. Rumors of Apple acquiring Israeli firm PrimeSense are abound.       

Implication: Apple’s next generation products will work with the snap of a finger and respond to body movements. The new i-Series will offer stiff competition to Microsoft Kinect and Nintendo’s Wii.

Action: Embed your brand in lifestyle and entertainment apps that can help users manage their health, household and free time with such 3D technology.
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Emerging trend:  Smart companies are embedding sharing technology into gear. Miami-based Muzik has released headphones with share buttons that allow consumers to send their song choices to their friends on Facebook, Twitter and beyond.  

Implication: Social networking will bleed into everyday devices, bringing a new dimension to location-based marketing.

Action: Create experiences around alternative communication platforms – glasses, bookcases, frames, or windows – where consumers can send messages about their observations. 

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Emerging trend: MOOCs – massive open online courses – are generating new revenue streams for traditional education institutions, such as Georgia Tech, University of Texas, University of Virgina, among many others.
           
Implication: Affordable education will be available to upwardly mobile segments. Online US universities’ student body will be increasingly global.

Action: Training is the new branding. Offer expert content through online education platforms to spend quality time with your target audiences.