As the mobile app world continues to grow Gartner Inc. has identified what it believes will be the most important types of mobile applications in 2012. Focusing on high-end devices with an average selling price of more than $300, analysts have identified the top ten cutting edge technologies and trends for 2012.
LBS
Location is one of the main enablers that deliver services to users based on their context and analysts expects the total user base of consumer location-based services to reach 1.4 billion users by 2014.
SOCIAL NETWORKING
Mobile social networking is the fastest-growing consumer mobile app category. Social network platforms are sucking in increasing amounts of network traffic. They are becoming portals, transit hubs and cloud storage for increasing amounts of messaging and e-mail traffic, videos, photos, games and commerce. As mainstream adoption progresses, global social sites will be driven toward providing services in partnership with third parties using open APIs, and are likely to evolve to a role as infrastructure providers acting as data warehouses and providing user data and access to the more-consumer-facing brands.
MOBILE SEARCH
Visual search is usually related with product search to enable price comparisons or to check product information. To bring mobile search to the next level, the app would allow users to take actions based on the result, such as making a call or reservation, buying a ticket, placing an order, and so on.
MOBILE COMMERCE
Today, mobile commerce is more of an extension of e-commerce but in a smaller form factor and with a more-streamlined experience. However, over the next 24 months, Analysts expects the emergence of uniquely mobile functions, such as the ability to “check in” to a store to alert a retailer that you are there, or the ability to add items to a shopping cart simply by taking a photo of an item or bar code in the physical store.
MOBILE PAYMENT
Although near field communication (NFC) payment will be included in high-end phones from 2011, Analysts do not believe that it will become mainstream before 2015. In order to get consumers on board, payment solution providers need to address ease-of-use for users and ease-of-implementation for customers without compromising security. They also need to increase user awareness, extend the service coverage and address ease-of-use to appeal to end users.
CONTEXT AWARE SERVICE
Context-aware applications provide improved user experiences by using the information about a person’s interests, intentions, history, environment, activities, schedule, priorities, connections and preferences to anticipate their needs and proactively serve up the most appropriate content, product or service. Mobile carriers, along with handset manufacturers, should provide expanded location services to include, among others, directory assistance, mapping, advertising and privacy controls.
OBJECT RECOGNITION
High-end devices have an increased sensor and processing capability that enable sophisticated applications to recognize the user’s surroundings, including specific objects of interest. Because OR provides an easy-to-use interface, more apps will come to the market with enhanced capabilities by 2012.
MOBILE INSTANT MESSAGING
Gartner expects MIM to attract consumers to new types of unified communication (UC) clients, provided by over the top (OTT) service providers such as Skype.
MOBILE EMAIL
Smartphones have begun to drive the mainstream adoption of mobile e-mail through a series of technology enhancements enabling low-cost mobile extensions to existing e-mail service. Gartner expects mobile e-mail users worldwide to increase from 354 million in 2009 to 713 million in 2014, to account for 10.6 percent of the global mobile user base.
MOBILE VIDEO
Mobile phones with larger screens and media tablets offer the ideal platform for video consumption and with careful marketing and consumer education, Gartner believes that carriers and content providers would be able to drive mobile video usage in the coming years.
What Makes a Good App??
Smartphone applications are stirring up a lot of commotion. One of the many reasons… advertisers and brands recognize the power and effectiveness that comes from using mobile devices to connect with an audience. Smartphones are experiencing explosive growth in use and mobile ad utilization. At the same time, WiFi usage is driving more mobile app usage, which will continue to foster growth in the mobile and tablet segment.
What makes a good app? The truth is that it’s not whether you download it but whether you keep using it. The best apps out there are the ones that aren’t just interesting, but engaging. Research from a recent firm suggests that only about one in four mobile apps succeed at engaging the user. Two months ago Localytics analyzed data about how individuals use apps. They found that 26% of all apps downloaded are opened only once and then never again.
Although the study did not offer examples as to which apps fell into each category you can be assured that they were apps that had no engaging qualities. Sentersix creates mobile apps that are not only interesting but useful. During the development process we analyze content and design from the end user’s prospective thus ensuring the app will continue to wow the customer.
Source: Sentersix.com
How Brands are using Instagram to Connect with Consumers
A picture is worth a thousand words, which may explain why Instagram has become the latest social network to catch the attention of brands. With over 1 million registered users, this photo sharing app provides a unique touch point for brands to engage their consumers while telling their story through pictures.
For those who are unfamiliar, Instagram is an easy to use iPhone application for taking, editing and sharing photos. As a user you have the ability to follow, comment and like other pictures. All these interactions make Instagram an ideal outlet for brands who are looking to explore new ways to reach their consumers. Already, nearly a dozen brands have created their own accounts, including MTV, Pepsi and even Playboy.
Instagram has been only too happy to accommodate this new interest from brands, and they have hinted that they’re currently working on changes which will allow brands to communicate more directly with users. One such change, which was rolled out last month is the launch of hash tags.
Hash tags can now be added to pictures via the caption or comment field. These tags help to aggregate pictures into their own special albums. This allows users to view a real time feed of content, based around a particular topic (similar to how hash tags work within Twitter). To view pictures associated with a hash tag tap on the tag text or use the new search functionality located under the profile tab. For those without a smart phone, pictures can be viewed via RSS feeds: http://instagr.am/tags/%5Bhashtag%5D/feed/recent.rss. Simply replace “hashtag” with the name of the tag.
Brands have been quick to take advantage of this new development. Brisk Ice Tea is using the hash tag #briskpics to collect photos, the best of which they will use to create 4000 limited edition cans. Charity: Water are asking people to use the tag #chatirywater to share images of water in their everyday life, while NPR is collecting user generated content using the tags #love and #hate to spark conversation.
So how can your brand use Instagram to reach consumers? Here are a few ideas to get you going:
1. Host a contest. Provide followers with a challenge to take a picture of something related to your brand. Alternatively you could provide the picture and ask viewers to come up with a unique caption. Best picture/caption wins.
2. Give a sneak peak. Whether it’s the first look at a new product or a few snaps behind the scenes, treat your followers to some exclusive content.
3. Create a real time album for an event. Allow attendees to share their event experiences by using a hash tag to aggregate pictures. This will provide you with a variety of content.
4. Connect with influencers. Check to see if your brand is already being talked about. Not only could this give you a hint as to the kinds of content consumers would like to see, but hash tags provide an easy way to track the people who are already connecting with your brand.
5. Show off a different side. Curate images that represent your brand personality. Connect with consumers by creating content around your shared passions rather than just your products.
Are you using Instagram for your brand? Have any other tips or best practices? Tell us below!
Original Source: Antleragency.com by Beth Tucker
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