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

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.

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.

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.

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.