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Report: Mobile Ads Drove 80 Percent Increase In Store Visits Within 24 Hours

Source: Marketing Land

Between smartphones and tablets, mobile devices now play a larger role in product and brand discovery than laptops. According to a new “Mobile Audience Insights Report” from NinthDecimal 54 percent of consumers in 2014 “shopped on a mobile device over a laptop before making a purchase” and 34 percent “preferred to use a smartphone over a tablet or laptop.”

In the context of the waves of data coming out, these findings, which are a mix of behavioral and survey data, shouldn’t surprise anyone. However it remains the case that mobile marketing efforts (and budgets) still don’t reflect the reality of consumer behavior in the market.

In terms of cross-device shopping and buying, NinthDecimal found that the share of mobile commerce purchases grew at the expense of in-store buying, while the PC share remained flat. One interesting thing to understand, not published in the report, would be the location of these mobile buys (was there a pattern? did they occur at home, in stores, elsewhere?).

Screen Shot 2015 06 08 at 8.09.12 AM 800x411 Report: Mobile Ads Drove 80 Percent Increase In Store Visits Within 24 Hours

In addition, NinthDecimal found that in-store visits increased 80 percent within 24 hours of mobile ad exposure and stayed above average store-visitation benchmarks for the following six days. We don’t know much about the specific ad creative generating these visits. It appears however that they’re mostly offer-based ads (see bottom chart below).

One of the most interesting sets of findings in the report involves an analysis of ad performance in relation to store proximity. Here it appears performance is measured by CTR, which is a questionable mobile metric for ultimate performance. Nonetheless it can be a directional indicator of intent.

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Mobile ad spending to hit $100B in 2016 and become the biggest digital ad market

VentureBeat

Mobile ad spending is on a tear. It will top $100 billion in 2016 and account for more than 50 percent of all digital ads for the first time, according to market researcher eMarketer.

More than $101.37 billion will be spent on ads served in 2016 to mobile phones and tablets worldwide. That’s a 400 percent increase from 2013. From 2016 to 2019, mobile ads will nearly double again, rising to $195.55 billion. That figure will account for 70.1 percent of all digital advertising as well as more than one-quarter of total media ad spending worldwide.

It’s all about the number of consumers adopting mobile devices. As that number soars, marketers are chasing consumers into mobile markets. Next year, eMarketer estimates, there will be more than 2 billion smartphone users worldwide, more than one-quarter of whom will be in China.

The number of tablet users worldwide is growing more slowly than the global smartphone audience. But tablets will reach more than 1 billion users in 2015. eMarketer said that in many emerging and developing markets, consumers are often accessing the Internet mobile-first and mobile-only, driving marketers to mobile advertising.

The U.S. and China will drive mobile ads in the short term. In 2016, U.S. advertisers are expected to spend $40.2 billion on mobile ads, more than doubling the total from 2014. In China, advertisers will spend $22.1 billion next year, triple the amount spent in 2014. In both countries, mobile will become the majority of all digital advertising next year.

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IDC: Android and iOS accounted for 96.3% of global smartphone shipments in 2014

VentureBeat

Android and iOS accounted for 96.3 percent of all smartphone shipments in Q4 2014, and coincidentally, 96.3 percent for all of last year as well. That means the duopoly grew 0.6 percentage points compared to the same period last year (95.7 percent in Q4 2013) and 2.5 percentage points on an annual basis (93.8 percent in 2013).

The latest figures come from IDC, which puts together these estimates every quarter. Here is the breakdown for the full year:

idc smartphones os 2014 IDC: Android and iOS accounted for 96.3% of global smartphone shipments in 2014

Above: Volume units are in millions.

Google’s mobile operating system remained the clear leader in 2014, pushing past the 1 billion unit mark for the first time. This was a significant milestone in itself, but also because it meant that total Android volumes in 2014 beat total smartphone shipments in 2013. Samsung retained the leadership position “by a wide margin,” shipping more than the next five vendors combined, but its total volumes for the year remained essentially flat as Asian vendors (including Huawei, Lenovo and its subsidiary Motorola, LG Electronics, Xiaomi, and ZTE) took up the task of fueling growth for Android.

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Mobile networks limber up for the Internet of Things

CITEworld

Changes starting to take place behind the scenes in mobile networks may eventually pay dividends to anyone with a smartphone, a connected refrigerator or an IT department.

Carriers have done things pretty much the same way for years, with cellular base stations at the edge of their networks feeding into a series of specialized appliances at central facilities. Now they’re virtualizing those networks in several ways, seeking the same rewards that enterprises have reaped by virtualizing data centers: efficiency and flexibility. The trend will be in full swing at Mobile World Congress in Barcelona next month.

It’s good news for mobile users that they may not hear much about. A more efficient network leaves more free capacity for the video or application you want to run, and a more flexible carrier could quickly launch services in the future that you don’t even know you’ll need yet. The new architectures may even change how some businesses pay for mobile services.

Just as enterprises used to buy separate servers for each application, carriers often use dedicated hardware for each function involved in delivering a service, such as billing and authentication. Years of mergers have left multiple legacy platforms, adding to the mess. As a result, rolling out a new service for a customer, such as a VPN, can take weeks.

The new approach that’s gaining ground, called NFV (network functions virtualization), turns each piece of the puzzle into software that can run on standard computing hardware.

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Mobile-First Isn’t Enough — It’s Time for A Mobile-Only Digital Strategy

Ad Age

Over the last few years, “mobile-first” has become the mantra among savvy digital marketers. But a mobile-first approach seems to be more of an ideology than it is a standard in digital design. Recent research shows that marketers still invest in mobile as an afterthought or as a bolt-on to more mainstream digital programs. For some reason, executives still need more convincing to properly fund and support mobile initiatives that span the entire customer journey, not just pieces of it.

While mobile is often referred to as the second screen, the reality is that smartphones are really the first screen among connected consumers. They are always within reach. They are the first place consumers go to communicate, research and share. As of last year, mobile platforms accounted for 60% of total time spent on digital media, according to ComScore.

The truth is that “mobile-first” should be the standard for all things digital. According to a recent study conducted by Nielsen, roughly half of consumers believe mobile is the “most important resource” in their purchase decision-making. And more than a third said they used mobile exclusively. At this point, mobile-first may not be enough. To be successful, brands and agencies must think beyond mobile campaigns and start to think about mobile-only as a complete foundation for the next generation customer journey.

Right now, mobile tends to exist without an owner to take accountability in the customer experience. As a result, mobile strategies for the most part are focused on an isolated aspect of customer engagement, whether it’s marketing, commerce, loyalty, etc., and very specific instances within each. This is because all of these solitary programs are owned by different stakeholder groups that are strewn across the organization and not necessarily in tune or in alignment with one another. It’s not uncommon for these departments to not collaborate with one another, and thus, the mobile experience is discombobulated by design and impossible to deliver an integrated customer journey.

This is a problem and it needs someone to solve it now.

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Top 10 Predictions for Malaysia Telecom Market in 2015

IDC PMS4colorversion 1 Top 10 Predictions for Malaysia Telecom Market in 2015

International Data Corporation (IDC) revealed the top 10 predictions that IDC believes will have the biggest impact on the telecommunications industry in Malaysia this year. Service providers are expected to redefine its strategies, transform its organizations, launch new solutions and technologies to retain its growth and stay relevant in market.

“2015 will be a critical year for telecom service providers. The telecom market is undergoing a major revolution driven by the changes of user requirements, revenue drivers and new technologies. Service providers with the right strategy will begin to see returns of their transformation investment while traditional providers will continue to struggle,” says Alfie Amir, Research Manager, Telecoms, IDC Malaysia.

The top 10 predictions are:

  1. Total Telecom Spending Will Experience Slower YoY Growth From 5.5% To 2.8The total spending on telecom services is expected to continue to grow but at slower rate, with only 2.8% YoY increase from RM34.3 billion in 2014 to RM35.3 billion in 2015. This is due to the slow growth in mobile services market, which accounts to 74% the total telecom revenue in 2014.
  2. Business Segment Will Continue To Dominate Fixed Line Market Accounting To 59% Of The Total RevenueBusiness segment has been the key driver for fixed line services. 60% of the total fixed line revenue in 2015 is expected to be from this segment. The 3rd platform adoption will drive higher requirements from enterprise users to their telecom providers, and hence creating new opportunities for telecom providers to expand their services beyond connectivity.
  3. Fixed Line Service Providers Will Expand Their Services To ICT Solutions And Triple The Addressable Market Fixed line providers are expected to expand their existing services to ICT solutions, addressing the changes in market requirements. This will triple their total addressable enterprise market in 2015 to around RM16.4 billion. The focus is expected to be on ICT solutions integrated with connectivity services, such as unified communications, cloud and network management services.
  4. Fixed Line Service Providers Will Customize Their ICT Solutions Focusing On High Potential VerticalsAs fixed line providers are expanding their products and solutions to ICT, addressing the market requirements for different vertical industries become more challenging. In 2015, fixed line providers are expected to customize their solutions based on different vertical requirements, and focus on high potential verticals such as banking and government.
  5. Managed Services Trend Will Begin To Rise In Telecom MarketEnterprises in Malaysia are beginning to look for more efficient delivery model for their ICT solutions, as part of their cost saving initiatives. Managed services market in Malaysia is expected to grow strongly by 9.3% to RM6.4 billion in 2015. Telecom players are expected to explore this opportunity with their large connectivity customer base.
  6. Mobile Voice Revenue Will Start To Decline For The First Time EverAfter a very slow growth of only 2% in 2014, mobile voice revenue is expected to finally decline for the first time ever in 2015. This is driven by over-the-top players (OTTP) and LTE adoption, as LTE provides comparable VoIP experience compared to the traditional voice service.

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2015 Will See The Rise Of Dark Social

MediaPost

Dark social is the sharing activity that is somewhat invisible to traditional analytics. It’s the culmination of referrals and sharing of content that originates from instant messages, e-mails containing links, and most recently, the rise of ephemeral social communication platforms such as Snapchat, WeChat and WhatsApp.

A majority of focus today is on social broadcast platforms such as Facebook and Twitter. With the tides shifting toward ephemeral social communication applications as a key driver of sharing, the attribution data of the share — and all of the value that comes with it — is essentially untapped and, in some cases, simply unknown.

According to a recent Radium One study, 59% of all online sharing is via dark social. Further, a whopping 91% of Americans regularly share information via dark social methods. This study also showed that 72% of sharing is simply users copying and pasting long URLs and either e-mailing or texting the information.

 

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CES 2015 Coverage: The Latest Tech Stories

The International CES is a global consumer electronics and consumer technology tradeshow. It’s the largest of its kind in North America and takes place in Las Vegas January 6-9th. If you can’t attend make sure to follow our page with the latest updates on the innovative technology being featured.

Another year, and another CES is over. This year’s event featured every kind of gadget you could think of: Mini-PCs of varying shapes & sizes, personal Clouds and over-elaborate hard drives, questionable crowdfunded health gadgets and brain scanning things, expensive music players,microchips for smartcars, Bitcoin, weird hats and all sorts of 3D printers. There was also wearable tech for fitness freaks, fashionistas, animals and people who like modularity, as well as a whole range of VR/AR-based headsets on show: the Avegant Glyph, the Razer OSVR and the Seer fromCaputer Labs.

Announcements from the show included Intel’s promise to spend a hefty $300 million to increase diversity of its workforce, while BlackBerry is looking to muscle in on the Internet of Things andWearables. Also Iron Maiden’s mascot Eddie – the only guy bigger than Shaq – was in attendance.

Outside of CES, BlackBerry has teamed up with Boeing to create a “self-destructing” smartphone for spies. It probably won’t explode Mission Impossible-style, more likely just to wipe the device if need be.

View a slideshow of the 10 best business gadgets

ces smart board CES 2015 Coverage: The Latest Tech Stories

Smart home trends that took CES by storm

Front-facing Oculus Ocular Projection

Witricity’s wireless charging beams power through wood, stone, and even your head

OfficeIQ adds sensor intelligence to your standing desk

HomeKit Compatible iDevices Switch lets you control your house with Siri

For more videos and written reviews of CES exhibits, click here
Check out photos from IDG’s client appreciation party at the Stratosphere Hotel, Las Vegas: http://on.fb.me/1FQYdoj
For videos of volunteers jumping 108 stories off the Stratosphere Hotel in Las Vegas while being GoPro-ed, click here

The Mobile Web Isn’t Dead, IAB Says

Wall Street Journal

Recent reports have suggested the Web is dying. That’s largely because data from analytics firms including comScore and Flurry say mobile device users now spend more than 85% of their time in apps instead of Web browsers.

But according to the Interactive Advertising Bureau, a trade group for Web publishers, the relationship between mobile apps and the mobile Web isn’t that straightforward. It’s easy to look at comScore data and to reach the assumption the mobile Web is in decline, but what looks like app time may actually be mobile Web use in disguise, the online ad trade body said.

Many apps, including news aggregation and social media apps, include browser capabilities within them. If a user opens the Facebook FB -2.46% application and taps on a link, for example, they are technically operating within an application, but are actually consuming content from the mobile Web, too.

To understand users’ mobile Web habits better, the IAB commissioned Harris Poll to survey 2,030 adults in the U.S. in December, and found 52% of smartphone owners in that group said they click links within apps that take them to content on mobile websites. The research also found users actually value apps in part because they enable the discovery of webpages.

The IAB said it believes this type of mobile Web browsing inside non-browser applications represents a significant volume of traffic. In other words, mobile app use isn’t replacing mobile Web usage, it’s driving it.

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Best of CES 2015: In pictures

CITEworld

The best and most noteworthy products and technologies found at CES 2015.

View them here

For videos of CES coverage, click here

Screen Shot 2015 01 08 at 12.55.28 PM Best of CES 2015: In pictures