Archive for Jeff Hasen

Personalization Is Mobile’s Big Hurdle and Large Opportunity

Posted by Jeff Hasen on June 24th, 2015 at 1:57 pm

Three out of four consumers like it when brands personalize offers and messages, according to the Aberdeen Group. But only 13 percent of companies personalize their mobile experience for users, eConsultancy/Monetate reports.
While that seems like a head-scratch in a time when vegans are still getting meatball sandwich offers, there are reasons why brands aren’t consistently delivering the individualized goods.
“We have to realize how complex that problem is,” Sean Lyons, Global Chief Digital Officer, at international communications firm Havas, told me in an exlusive interview for my new book, The Art of Mobile Persuasion
“Think about how well you know your close friends and how preferences adapt and change over time. Could you predict with great certainty what they may want at a certain moment? Maybe only your closest friends.
“We have really high expectations for the capability to personalize communications but it's a very complicated thing. It's a mix of both a trail of data and also the feeling that I have right now, my mood. That we're not factoring in. There are going to be a lot more mistakes made with personalization, the wrong people targeted. That's part of the evolution of it.”
There is proof that personalization works today. In... Read more

Life With An Apple Watch – Too Personal and Lacking Benefits

Posted by Jeff Hasen on May 19th, 2015 at 7:56 am

To continue to call the mobile phone my most personal device is to ignore the You Did It notification that I received on my new Apple Watch while I was in front of a urinal.
Whoa, even double whoa, I thought at that moment, before I silently thanked the Apple developers in Cupertino for the positive reinforcement.
I now know that particular notification conveyed the fact that I had reached a stand-up goal set by my Apple Watch. But for the newbie, it did seem random and ill-timed.
And there has been more where that came from.
To sum up my first 10 days with Apple Watch, it has been about making time rather than saving it.
Simply and unequivocally, the user experience isn’t intuitive. That forces you to either seek out and read a long user guide or muddle through wondering when is the moment for the ballyhooed Force Touch, a swipe to the left, or a click or two or three of the newly-introduced-to-us Digital Crown.
Out of the box, my Apple Watch failed to tap my wrist and mirror my iPhone when a text message or email arrived. Ninety minutes and two Geniuses from the Apple Store later, a supposed software problem had... Read more

American Idol Made Mobile A Star

Posted by Jeff Hasen on May 11th, 2015 at 7:09 am

Your American Idol memory might be of the transformation of Carrie Underwood from an awkward amateur to a commanding star. Or it might be of William Hung getting famous for his off-key audition performance of Ricky Martin's hit song "She Bangs".
Mine will be how the Fox talent show – which will end its run in 2016 after 15 years - made mobile a star.
In the United States, mobile eventually became more of a must-have consumer device primarily for three reasons: American Idol integrated text into its voting process in 2003 during its second season; text messaging was made available as a cross-carrier product, allowing cell phone users to reach anyone with a mobile device with a messaging capability regardless of the mobile operator that the subscriber chose; and Motorola introduced what became the best-selling RAZR, a clamshell phone that was thin, capable, and an instant fashion statement.
Ten years after the world’s first commercial text message was sent by employees of LogicaCMG, just how dramatic was texting’s growth because of American Idol, which had become one of TV’s highest-rated shows?
More than 7.5 million American Idol-related text messages were sent by AT&T Wireless customers throughout the 2003 season, including polls, sweepstakes entries,... Read more

Apple Watch As In Watch Out, Inattentive Slugs

Posted by Jeff Hasen on April 12th, 2015 at 10:23 am

In the wee hours of Friday morning, anticipation turned to disappointment as Apple pegged the delivery of my newly-ordered Apple Watch to be well into the future, specifically between May 13 and 27.
By Saturday night, I was thinking up ways to buy more, ummm, time.
Let me paint the picture.
One of the supposed benefits of receiving notifications on your wrist is the unmatched ability to inconspicuously sneak a look at information without having to pull out a smartphone.
John Kosner, Executive Vice President, ESPN Digital & Print Media, told me so much in an interview for my upcoming book, The Art of Mobile Persuasion.
“Sports always lead technology because of the urgency and how much people care,” he said. “If the Seahawks are playing a Thursday night game and you are at dinner, you can just look down at your watch to know what’s going on versus having to excuse yourself, and go to the bathroom to sneak a look at your phone. Guys are going to love that. You can already see the TV commercial that can be made for that.”
Perfect. It will be as easy as Sunday morning.
Or not.
I tested the premise Saturday night in a restaurant with white tablecloths and... Read more

The Disconnect That Is Apple Watch's Promise of Better Connectivity

Posted by Jeff Hasen on March 8th, 2015 at 10:39 am

More immediate access to our emails and texts makes sense for a surgeon or someone who is about to learn of a life-changing lottery win.
The rest of us can wait.
Apple is betting that I’m wrong.
Are you going to trust its track record or mine?
Remember I’m the guy who made the second biggest mistake in recent Super Bowl history, incorrectly predicting for seven straight years that advertisers would move their commercials out of the 1970s and add a mobile call to action that would lead to ongoing engagement with millions of people. My latest fumble on that one got lost in Seahawks’ inexplicable throw at the end of the last Super Bowl.
But back to the question of whether the introduction of the Apple Watch is timely.
There isn’t a way to convince me that there is a pent-up demand for a quicker or more convenient path to information coming our way. With more than 75 percent of us in the United States packing a smartphone, and most keeping it within four feet day and night, is there a real problem with us either getting to our emails and texts or knowing that one or 75 are there?
I suppose that one group of... Read more