The smartphone industry is full of jargon that is difficult for non-insiders to understand. Charles Arthur at The Guardian recently posted a comprehensive explanation of a few terms that are the most confusing to casual observers, including “market share,” “installed base,” and “shipments.”
It’s easy to get caught up in headlines that point to Android phones having a dominant 80% “market share” in the global smartphone market, and Arthur wants people to dig deeper into that number by understanding what it really means, rather than take it at face value.
His article is a great read but at BI Intelligence we thought it would be useful to summarize his main points, with our definitions in bold:
1. Market share numbers are usually only a snapshot of smartphones shipped by manufacturers in a given quarter. Quarterly market share updates are not very useful on their own.
An example is IDC’s announcement Nov. 12 that phones running the Android operating system account for an 81% share of the global smartphone market.
It’s wrong to extrapolate from these quarterly market share numbers and think that 81% of phones in people’s hands are Android phones. The number just means that 81% of phones shipped in the quarter were Android devices. As Arthur explains, it’s ultimately sales that impact the installed base of devices, but most research firms and press reports actually discuss shipments.
Big Data is “the next frontier for innovation, competition, and productivity,” says McKinsey & Company. But companies and executives rushing into data collection and analysis expecting immediate payoffs are bound to be disappointed. Most companies are years away from being able to effectively profit from data—and not simply for a lack of technology. Instead, at least three entrenched challenges need to be addressed before Big Data can have real impact.
First is the gut-driven approach to strategy that pervades the business world. Leadership by the “highest paid person’s opinion” is a common organizational weakness that should ultimately be remedied by Big Data. But that will happen only when the mindset also shifts so that this person’s decisions are based on real data, not gut assumptions. Simply having more data will not be enough to overturn this mentality and could even make the transition more difficult.
A second challenge is the talent shortage. Currently, not enough people have the necessary skills to make rigorous use of data. A recent survey of IT professionals by SAS and IDG Research found that 57 percent of respondents said they lacked the skills and experience to properly analyze data. And this lack of confidence in analysis is only part of the deficiency. Those working with data must also be skilled in collecting the appropriate metrics with adequate precision.
Apple made waves during Tuesday’s media event when the company announced that its iLife and iWork suite would be free for customers who buy a new Mac or iOS device. But the apps are also free for users who already have the apps installed, and one app is free, period. Here’s our guide to demystifying Apple’s new pricing structure on its iLife and iWork apps.
How “free with purchase” works
When Apple first announced that its iOS apps would be free with the purchase of a new iPhone, I theorized that Apple might include a notification alert after you first activated your new device, with a link to download your free apps. Instead, there’s no link or alert to be found. If you want your free iWork and iLife apps—on OS X Mavericks or on iOS—you have to first visit the Mac App Store to do so. When you do, however, the “Buy” button for those apps will be replaced with “Download” or “Update” (or the iCloud icon on the iOS App Store). I’ll note that iWork and iLife apps only come free for the kind of device you’ve purchased—you won’t get the OS X versions of iLife and iWork for free because you recently purchased a new iPhone or iPad.
Though I can’t yet confirm it (I asked Apple for more details but have yet to receive a response), I suspect that Apple associates the iWork and iLife suite with your Apple ID when you first activate a new device. That way, when you visit the app’s page, it shows up as already “purchased” on your account, and you can download away.
Search Engine Watch
The last few weeks have been amazing. Google has made some big changes and they are all part of a longer term strategy that has many components.
In short, Google is doing a brilliant job of pushing people away from tactical SEO behavior and toward a more strategic approach. You could argue that “tactical SEO is dead”, but that’s not quite right. And don’t run around saying “SEO is dead” because that is far from the truth, and I might just scream at you.
Instead, let’s take a few steps back and understand the big picture. Here’s a look at the major developments, some of Google’s initiatives driving this change, and the overall impact these changes will have on SEO.
1. ‘(Not Provided)’
Google made the move to make all organic searches secure starting September 23. This means we’ve lost the ability to get keyword data for users arriving to our websites from Google search.
Losing Google keyword data is sad for a number of reasons. This impacts publishers in many ways, including losing a valuable tool for understanding what the intent of customers that come to their site, for conversion optimization, and much more.
For tactical SEO efforts, it just means that keywords data is harder to come by. There are ways to work around this, for now, but it just won’t be quite as simple as it used to be.
Though many often compare the website of a business to a virtual storefront, a great website should actually perform more like a sales force. Beyond displaying your brand, services and products, your website should effectively increase the bottom line. The goal of your website should not only be to attract visitors but also to drive more sales and more revenue.
Traditionally, there are two solutions to an underperforming website:
- Bring more traffic
- Convert more of your traffic into customers or users
People tend to turn to tactics such as A/B testing to find out which version of a page converts best. They test out colors, copy and buttons. Some turn to paid channels to increase traffic but budgets can cause limiting and ineffective results. These methods definitely have value, but there is much more that you can do.
One extremely effective approach is web personalization.
Reach the Right Person with the Right Message at the Right Time
Web personalization involves monitoring the behaviors and actions of those on your site to determine what needs and wants each of them has. Once you have this data, it is used to customize and personalize the messages they see while they are on your site.
Read the full article here