'Wireless' Category

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

How to reach a generation that is coming of age on screens

Posted by Lori Luechtefeld on May 5th, 2015 at 11:04 am

Today's young people were born with mobile phones in their hands and laptops within an arm's reach. The ability to stay constantly connected with family and friends has always been a part of their lives. It's a far different reality than many marketers knew when growing up. So how can they expect to connect with these young people in an authentic way?
To better understand today's teens and young adults and how marketers can best reach them, Facebook commissioned culture experts Crowd DNA to conduct research into the lives of 13- to 24-year-olds across 13 countries. In an insight address at the iMedia Agency Summit in Rancho Palos Verdes, Ann Mack, who oversees global content and consumer insights for Facebook, shared the research results into this generation's mobile-first behavior.

Overall, today's young people want to express themselves in the same ways that past generations have at their age. Youth is a period of growth, possibility, and sometimes difficulties. The difference, Mack noted, is that today's young people's growth and expression are facilitated by technology, which gives them a way to amplify their personalities.
Today's 13- to 24-year-olds are the first-ever global generation. They're globally conscious, concerned, and active. Like generations before them, they're... Read more

Macy's CMO Inducted into Mobile Hall of Fame

Posted by Katharine Panessidi on April 29th, 2015 at 12:53 pm

This morning at the fifth annual Mcommerce Summit: State of Mobile Commerce 2015, Macy’s CMO Martine Reardon was inducted to Mobile Commerce Daily’s Mobile Hall of Fame. Citing outstanding leadership evangelizing mobile within the retail industry and at forums nationwide, Reardon joined past honorees Tom Daly of Coca-Cola and the late great Steve Jobs of Apple.
In a conversation with Mobile Commerce Daily and Mobile Marketer’s Editor in Chief Mickey Alam Kahn, Reardon revealed some of the strategies that have earned her and her team this honor.
The stakes are high. Per Goldman Sachs & Co., mobile commerce last year – all sales generated via smartphones and tablets – was measured at $204 billion, a number set to increase by nearly 50 percent this year and to top $415 billion in 2016. However, mobile’s impact on driving sales to retail stores is even higher: hard to calculate but easy to recognize in its influencing potential.
Reardon and her team have taken note, recognizing that in order to stay relevant, retailers must adapt to the customer’s behavior. Today mobile represents about 50% of Macy’s online traffic; so as a result they’ve adapted a mobile-first strategy. In this conversation, Reardon shared how Macy’s omnichannel strategy... Read more

Actionable Notifications and the Apple Watch

Posted by Tom Edwards on April 16th, 2015 at 9:03 am

One incredibly useful iOS feature has flown under the radar for most branded applications. With a recent flurry of adoption from brands such as Walgreens, actionable notifications are quickly gaining traction as a mechanism to drive action through iOS notifications without the need to open an app.
The actionable notification API was originally announced at the 2014 Apple world wide developer conference (WWDC) and officially became available with the arrival of iOS8 last September.

Actionable notifications essentially allow a user to take an action directly from a notification. By simply interacting with the notification, the user is then prompted with unique app based actions that can be performed without the need to open an app.

Repost of actionable notification animated example from Nick Jensen
Walgreens is leveraging actionable notifications to provide utility for existing app consumers by allowing them to directly refill an Rx directly from the notification. This is a great example of a brand maximizing the impact and flexibility of the operating system to create a seamless experience that does not require the user to open the application
Actionable notifications will also be available as a part of the upcoming release of the Apple Watch. After going through one... Read more