Vendors across the board are building tools to add context-driven personalization features to mobile apps. Specifically, we see new offerings from vendors in personalization, mobile analytics, API management, predictive analytics, artificial intelligence, and the digital agencies for product and content recommendations, in-app messages, and voice-driven digital assistance.
Marketers and developers are jumping at these solutions because creating more personalized digital experiences will be critical to remaining competitive. And as CIOs rationalize a larger software platform strategy, these solutions will plug specific mobile engagement gaps along the way.
Want to hear more? In our new brief, Vendors Scramble To Enable Contextual Mobile Moments,we examine how different groups of vendors extend their capabilities to compete in the arms race to deliver contextual mobile apps and provide guidance for CIOs on managing the myriad solutions entering their organization.
I recently spoke with members of the application development team at Torry Harris Business Solutions (THBS) in India. THBS develops mobile apps for clients worldwide. The team revealed that THBS clients now focus much more on user experience (UX) design — so much so that some of them are even willing to spend an additional 5% on top of the total app development cost to get a better design. UX design represents about 30% to 40% of the total mobile app development cost. But a great UX is only half of a mobile engagement; context is the other half. To develop a complete and effective mobile engagement, eBusiness and channel strategy professionals must:
If there was one overall theme, it would be persuasiveness. In fact, this was presented as self-evident — an almost inherent quality of any great infographic — so the interview primarily focused on what makes an infographic persuasive.
“First, I’d say, they all have a clear focus. The designer has gone in and removed all the extraneous details so you see just what you need to understand the message behind it.”
I couldn’t agree more. In my own graphics, I am constantly trying to simplify and boil them down to the essential elements — from the text and layout to the colors and icons — that help make the point of the graphic clear.
But in the process of simplifying my graphics, I have sometimes found myself approaching a line — and it’s one that you do not want to cross — after which the graphic is too simple, lacks sufficient context, and loses all its weight. For example, I’ve simplified the pie chart below and used color to help emphasize the point of the graphic.
Campaign marketing is increasingly seen as background music and 'tuned out'. No surprise really that in a world where all brands push 'play' without consulting consumers that the outcome is a cacophony. It's one that consumers increasingly want to tune out, and today they have the tools to do so. From their cultivation of banner blindness , use of browser plugins like Adblock, through to enlisting more-aggressive privacy settings and skipping adverts at 8x speed. They simply don't want your message pushed at them and are taking steps to control the signal-to-noise ratio of useful vs. irrelevant data. Marketing must respond with a new quality in the relationship or risk being ignored.
Some exotica for the end of the year: Yesterday I did an interview with the French publication NouvelObservateur on Google's recent robotics acquisition Boston Dynamics. Google has been acquiring robotics companies hand over fist during 2013, and it's quite a reveal of how they are planning for the Google of tomorrow - something of interest to almost every brand. Here is my short take:
Brands deals with human needs and wants. Leo Burnett, the advertising executive, said: "The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams, and hopes." Smart brands know not to initially focus on what they have to sell but rather on how it meets consumers' needs. If you can address a strong consumer need, you will get those consumers to act. If you can get them to act, then you have opened an all-important channel of dialogue.
The fulfillment of consumer needs, however, is not always a linear hierarchic approach as proposed by Maslow and effectively debunked by Forrester analyst James McQuivey in his book Digital Disruption. Human needs take place simultaneously and are fuelled by a mix of short- and long-term motivations — some conscious and some unconscious. As a student, I would sometimes forgo food on a Friday so I could afford to go to a concert that night; or consider a Spanish couple postponing the short-term comfort of a much-needed upgrade to their central heating so they can put their child through the next year of college.
The pyramid diagram below shows how the foundation of this needs-based thinking is built from the ground up, from customer descriptions through to the technology and KPIs applied.
Maps are only growing in importance as they become the primary portal on mobile phones for a growing list of information and services. As Apple showed us last year, it's critical to own maps - and to do maps well, particularly as a growing percentage of time is spent discovering, accessing, and engaging content within maps. With that said, it's not immediately clear to me what justifies a $1B+ (reported) price tag for Google’s acquisition of Waze, but I'll assume they did great due diligence or offered a high price to get a deal done.
For instance, many companies do acquisitions for audience, but Google's audience - even just on Android or Google Maps is substantial. Waze's website says 30M users; other sources say 50M. Apparently, engagement among users is high ... but is it well distributed? Are there enough active users in each market for the same excellent experience?
However, Waze does add new features that Google Maps doesn't already have e.g., the ability of users to report traffic issues, police cameras, broken down vehicles - you name it. Layering user-generated content into maps in real time in a way that makes sense and is useful to everyone at that place at that moment is not typical. Mobile needs to be highly contextual in ways people are beginning to understand, but are really struggling to implement well. It also increases speed to market if Google/Android team were otherwise developing this on their own.
With maps integrated into every retail, travel, banking, insurance, (ok go down the list) app on your phone, I don’t think any company can have too much map technology, or too many engineers/developers for maps and navigation technology.
The SF 49ers will soon have a new stadium in Santa Clara, CA. This May 30th article from the SF Examiner describes the new stadium as "entirely cashless and ticketless." The assumption is that "... the fans will be carrying around smartphones." "Software engineers are already building apps to order food, watch instant replays, listen to play-by-play and check bathroom lines from the seats."
As a mobile analyst, I love the concept. Has anyone every been to a conference though with thousands or tens of thousands or 68,500 people? How's your Internet connection?
I was lucky enough to spend some time in Kerala working with Indian classical musicians many years ago. I first arrived during the monsoon season, and along with the world-class thunderstorms that I watched from a thin rubber bath mat on the roof, I could see the jungles getting greener and the people happier. For thousands of years, monsoons have had significant economic, emotional, and cultural importance in India. Rain determines whether there will be food to eat, and monsoon season typically used to signal the long-awaited return home of soldiers to their wives. Classical music in India, unlike its Western counterpart, is always very attuned to time, place, and mood. Rāgas, the name given to Indian classical forms, have rules to help guide improvisations in the moment and the monsoon season has inspired the Malhar group of ragas, a formulation specifically attuned to the emotions, environment, and context of the monsoon season.
Marketing and advertising, like Indian music, has always been contextual. As far back as 1867, billboards were being rented by marketers in dense urban areas outside train stations, and even earlier, direct mail took demographics into account to determine which regions and people to deliver flyers to. The truth is, though, that targeting brush strokes were broad, with flesh and bone staff doing a much better job of understanding a moment, a customer’s intent, and what the best thing to say would be.
I saw this article today on augmented reality. It doesn't use the phone — it uses Google Goggles, but you can imagine it as an application on a mobile phone.
The AR glasses makes the food products you see look bigger through the lenses so users eat less. [See article.] You can imagine more scenarios, though, with a mobile phone along with its processing power and contextual information about the user. If I walk in to a sandwich shop, for example, I can scan the options with my phone to find a sandwich that fits my calorie and nutritional requirements. (I spend a lot of time in airports so would love this). Certainly if I pick up a candy bar, I can read the nutritional information or calorie count.
I go back to trying to answer this question, "how does access to real-time information improve our lives — and not simply addict me to accessing information constantly like checking email or Facebook updates?" Health, wellness, and financial services among others are where I see some bigger opportunities.