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The Power Of Location Is In Sharpening The Marketing Mix

MediaPost

Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” – John Wanamaker, founder, Wanamaker’s

The 2014 CMO Digital Benchmark Study from Leapfrog Online says CMOs’ lack of experience with emerging mobile technology is keeping their organizations a step behind the modern consumer. While that may be true in some cases, it’s not the intricacies of mobile technology that matter most. CMOs are in a position to know and do more in mobile than they may think. Why? Because the real power of mobile is revealing what to do to sharpen the entire marketing mix and get the right 50% working for them.

This comes from mining location for a deeper understanding of consumers and the dynamics of advertising. Since many marketers haven’t yet established the systems for getting the real value out of the medium, they tend to overlook location as an organizing principle.

This is where CMOs can set up for advantage. With a simple shift in perspective and using readily available mobile data, they can increase intelligence on what’s working, improve performance based on insights (re: when and how to reach people), and stretch resources further.

 

Continue reading here… 

Top 10 Smart Connected Device Predictions For China

IDC PMS4colorversion  Top 10 Smart Connected Device Predictions For China

Beijing, February 2, 2015 — The shipment of China’s smart connected devices (“SCDs”, including PCs, tablets and smartphones) in 2014 was around 510 million units, a year-on-year (YoY) increase of 16.2%. Wherein, the shipment of PCs was 61.02 million units, down by 5.5% YoY; the shipment of tablets was 27.86 million units, up by 7.5% YoY; the shipment of smartphones was 420 million units, up by 20.9% YoY. IDC predicts that in 2015, the shipment of China’s SCDs will reach 540 million units, and the YoY growth will slow down.

According to Nick Mu, Senior Analyst of IDC China, “2014 witnessed the rapid integration of China’s SCD products. In 2014, many factors changed China’s SCD market, including the penetration of SCD products into lower tier cities, changes in sales channels, as well as the impact of smartphones and tablets on PCs. ”

Although the overall growth of China’s SCDs will slow down a little bit, the real question is what will  occur in regional markets and urban markets, at different tiers of cities as well as different products and channels? Which trends will determine how consumers and suppliers adapt to the market changes? Bearing these questions in mind, IDC concluded the following 10 predictions for China’s SCD market in 2015:

1.    PC demands will recover 1st- to 3rd-tier cities
In the recent two years, PCs were impacted by smartphones and tablets, in the way that the sales of the smartphones and tablets were greatly stimulated by the demand for the mobile Internet. Thus far, PCs didn’t fare well in the mobile Internet age, and consumers’ PC-upgrading cycle was undoubtedly prolonged. Recently though, Microsoft has formally issued Windows 10, which was advertized as the universal OS compatible on PCs, tablets, smartphones and all desired devices. It is expected to become the standard in the PC industry in 2015, especially for the corporate users in the 1st- to 3rd-tier cities and the individual consumers pursuing interconnectivity. Hardware manufacturers will begin to see the redemptive recovery resulting from the consumers’ accumulated demands to upgrade their PCs.

Read more…

The High Tech at CES: Wearing, Monitoring & Paying

MediaPost

Fitness trackers, mobile payments, drones and electronic gadgets for every conceivable use are being pitched to the media and soon to those who would sell them to consumers.

We just finished the first of the two-day, pre-CES show before the mega convention opens later this week and based on what we’ve seen so far, this is another year of, at the very least, technological innovations hoping to resonate with a large enough number of consumers in solving problems to drive a viable business.

Just as at last year’s International CES (AKA the Consumer Electronics Show), Shawn DuBravac, chief economist and senior director of research of the Consumer Electronics Association, which runs CES, opened the official pre-show with a presentation on the state of tech trends.

In a big nod to IoT (the Internet of Things), DuBravac detailed the current evolution of transferring analog activity to digital and back to the physical world. He cited as one example drones that are digitizing physical air space, noting that 100 types of drones may be seen at this year’s CES, which officially opens on Tuesday.

“We’re moving the internet from 2 billion smartphones to 50 billion objects,” DuBravac said to a standing-room-only crowd of journalists.

But the always-awaited event of the first pre-show day is CES Unveiled, where a large number of startups and established players stand at tables in a cavernous room and show to more than 1,000 media members from around the world what they’ve got.

On Sunday, there were high-tech hearing aids (Bluetooth enabled, of course) that run in the $5,000 to $7,000 range, as a starting point.

As last year, several vendors showed various versions of keyless home entry devices (formerly called door locks), some working via the cloud and others just by Bluetooth, from smartphone to door lock.

Wrist wearables were shown that did everything from monitoring detailed aspects of exercise to measuring sleep patterns and cameras that could automatically record your children’s soccer moves, as long as they wore the “wrist tag.”

From a mobile commerce standpoint, the hottest spot in the hall was at the table of LoopPay, where journalists and bloggers waited in line to see the payment technology at work and grab a word with the founders.

Continue reading… 

Holiday gift guide 2014: Top-notch tech for $150 or more

Computerworld

Part 1 of Computerworld’s annual roundup of holiday gift ideas features best-in-class phones and tablets, ingenious cameras and other premium tech gear for your family and friends. (Or maybe for you?)

Find the perfect tech gift

Maybe we’re biased, but we think tech gear always makes a great present. Who wouldn’t want to open up a gift-wrapped package to find a sleek new smartphone or a colorful speaker that can fill a room with sound?

The cleverly designed, exactingly made gear in Part 1 of our holiday gift guide will please technology lovers of all stripes, from party-givers to lifeloggers. When possible, we’ve included a range of prices as offered by various retailers, but be aware that prices fluctuate. As always, be careful of false deals and scams.

Note that you won’t find any smartwatches or fitness bands in this roundup. There are so many new and interesting products in these hot categories that we found it impossible to choose just one or two products for our gift guide. Instead, we’re devoting a separate story to the latest and greatest in high-tech wristwear — check back for that soon.

Also coming up are Parts 2 and 3 of our holiday gift guide, featuring midpriced gear and stocking stuffers.

Meanwhile, feast your eyes on the best over-$150 tech presents to give and get this year.

PC market sending mixed messages

The Columbus Dispatch

SAN FRANCISCO — The personal-computer market is still ailing, despite showing some signs of recovery in several key markets.

PC sales in the third quarter rebounded in the U.S. and western Europe. But shipments continued to fall in China, Japan and other Asian countries, where more people with smartphones and tablets apparently see little reason to buy laptop and desktop machines.

The contrasts emerged in two separate reports released Wednesday by research firms International Data Corp. and Gartner Inc.

IDC estimates worldwide PC shipments during the three months ended in September totaled 78.5 million units, a 2 percent decline from last year. Gartner pegged sales at 79.4 million units, a decrease of less than 1 percent.

This marks the ninth time in the past 10 quarters that worldwide PC shipments have dropped, a slump driven by the growing popularity of mobile devices for work, entertainment, information and communications.

Read on…

Infographic: The Multiscreen World

By Nick Rojas

Over the past decade, the amount of technology available to the public has gradually changed the way that people live their daily lives. More importantly: the versatility of these technologies have allowed people to become more efficient, revolutionizing market consumption, and creating demand for things that had never really been considered before.

As people grew more and more reliant on these devices, more and more of them became available. Laptops and televisions, smartphones and tablets,all permitted their users to do things that they hadn’t thought they needed to before, and this all pointed towards one thing: how users consumed media. Before, television viewers were at the mercy of the networks, watching commercials because they had to. While DVRs changed that for many viewers, it was smartphones and tablets that took them to a different place entirely. With the technology available, users began using their devices while they watched television. This trend towards multi-screen usage was seen by many as an overindulgence in entertainment, at first, but as the trend continued to grow and grow, it became readily apparent that it was more than just a trend.

Mult-screen usage indicates a shift towards multitasking, something that consumers have grown to love. This infographic, provided by TollFreeForwarding.com, is an exploration into the ways that users are consuming information, and why cross-platform development is becoming a key component of not only user experience, but for content marketing, as well.

TFF M5 Multiscreen Infographic: The Multiscreen World

Mobile users focus on just a few apps

Warc

American smartphone owners use their favourite app for 42% of all the time they spend accessing apps, a new report into iPhone and Android behaviour has revealed.

According to the US Mobile App Report from comScore, the internet technology research firm, app usage now accounts for over half (52%) of all digital time in the US, but only a few well-known app brands dominate overall usage.

As reported by MediaPost, six big tech brands – Facebook, Google, Apple, Yahoo, Amazon and eBay – account for nine of the top 10 most-used apps, 16 of the top 25, and 24 of the top 50, with Facebook leading for both the largest base of users and the most time spent.

Nearly three-quarters of the time US smartphone users spend with apps is concentrated on just four apps, the report also found, while more than half (57%) access apps every day.

While Facebook and some other brands remain dominant, smaller apps can still achieve success, said Adam Lella, a marketing insights analyst at comScore.

“It certainly means there might be some challenges for smaller players on this medium, but success is also very possible,” he said in comments reported by AdExchanger.

He explained: “We have seen some standalone apps achieve huge audiences on mobile, for example SnapChat and Pandora, while others have found ways to monetise through non-advertising business models that don’t require competing with the larger companies on audience size, like Uber and certain gaming apps.”

The report also noted some behavioural and demographic differences between iPhone and Android users with the former being younger and wealthier.

The median iPhone user earns $85,000 a year compared to $61,000 for Android users, and 43% of iPhone users are aged 18 to 34 versus 39% of Android users.

iPhone users are more likely to use apps to consume media, such as general news and social networks, while Android users focus more on apps for search and email, which comScore attributed to the strong presence of Google Search and Gmail on the platform.

UK: More Consumers Buy on Mobile

IDG Connect 0811 300x141 UK: More Consumers Buy on Mobile

According to a recent study by xAd and Telmetrics which looked at the mobile behaviors of 2,000 UK tablet and smartphone users, up to 46% of UK consumers now use mobile devices as their primary tool for purchase decision making, while one in four use mobile devices as their exclusive shopping research tool. From comparison shopping to looking up nearby store locations to searching for store contact info, consumers are doing more and more purchase research and general browsing on their mobile devices, even while at home with a computer nearby. In fact, according to the study, 60% of those surveyed reported being at home the last time they accessed their smartphones.

As consumers turn to mobile to meet their varying research needs, they are becoming more comfortable with these devices as a primary decision-making tool. Satisfaction with the information available on smartphones in particular increased 18% since last year’s study.  

Mobile Advertising Has a Bigger Influence on In-Store Purchases Than You May Expect

Retail was the most popular category for mobile purchases, with 35% of survey respondents completing their transactions on their mobile devices. However, the impact of increasing mobile commerce activity isn’t limited to on-device or even online behaviors. Of those surveyed, 31% reported visiting a physical store at some point during their mobile search process. The study showed that mobile devices are frequently being used to not only research products and services, but also to find nearby store locations and store contact info. Ultimately, 37% of study respondents completed their purchases offline, with 20% of Telecom and Insurance shoppers completing purchases via phone.

Most Consumers Are Open to Influence, But Make It Quick 

When first turning to their mobile devices, less than 20% of respondents knew exactly what they were looking for, making 80% completely open to purchase influence. Consumers are also expecting purchase gratification more quickly than they have in the past. Nearly 50% reported wanting to make their purchase within a day and 30% are looking to make a purchase within the hour (up 52% since 2013).

Competitive Pricing and Easy Access to Store Contact Info Are Biggest Purchase Drivers for Mobile Consumers

According to the study, three out of four UK consumers used their mobile devices for price comparison and 39% made a purchase because the product/service was the right price. Store proximity and easy access to contact info are also important factors. Over 50% of respondents expect to find a location within eight kilometers of their current location, underscoring the importance of accurate location data, while up to 40% of shoppers made phone calls to the businesses they searched.

Fore more blogs and research from IDG Connect, click here 

Majority of Latin America’s Smartphone Users Buy via Mobile

eMarketer

Where are smartphone users most likely to report purchasing products or services on their handsets? The answers may surprise you—especially the answer to the question, “Where aren’t they?”

176331 Majority of Latin Americas Smartphone Users Buy via Mobile

May 2014 polling by IDG Global Solutions found that 78% of smartphone users in Asia-Pacific had made a mobile commerce purchase, compared with 70% in North America. It makes some sense that a relatively less developed ecommerce market would place high according to this metric, however: Overall, smartphone penetration in Asia-Pacific is relatively low, meaning the share of such users who have made a purchase is likely to be high. Across a broader swathe of the population, mcommerce penetration would look lower.

Latin America is another standout by this metric—an outright majority of smartphone users reported making a purchase. That compares with significantly lower penetration rates across the population of consumers and internet users who make ecommerce purchases at all (including on the desktop).

And while Latin America is behind the Middle East and Africa—another region where smartphone penetration reaches a fairly small share of the overall population, and smartphone users are therefore a select and advanced portion of the market—it placed ahead of both Eastern and Western Europe, places where smartphone penetration is higher, according to eMarketer’s estimates.

With Year-on-Year Growth of 84% in the Second Quarter, India Smartphone Market Still Has Immense Potential, Says IDC

IDC PMS4colorversion 1 300x99 With Year on Year Growth of 84% in the Second Quarter, India Smartphone Market Still Has Immense Potential, Says IDC

The smartphone market in India has maintained its growth impetus with smartphone shipments achieving year-on-year growth of 84% in Q2 2014 and a quarter-over-quarter growth of 11%. The potential for future growth in the smartphone market remains quite high as 71% of the market continues to be on feature phones.

According to International Data Corporation (IDC), the overall India mobile phone market stood at 63.21 million units in Q2 2014, a 5% increase over Q1 2014. The quarter-over-quarter growth can be attributed to both product categories (i.e. smartphones and feature phones).  Back-to-back volume growth in the smartphone market is also being noted due to the re-defined, low-price smartphone models and continuous migration from feature phones to smartphones.

The Indian smartphone market grew by 84% year-on-year in Q2 2014. According to IDC Asia Pacific Quarterly Mobile Phone Tracker (excluding Japan),vendors shipped a total of 18.42 million Smartphones in Q2 2014 compared to 10.02 million in the same period of 2013. The sub-$200 category of the smartphone market is increasing in terms of new shipment share as the contribution from this category stood at 81% in Q2 2014. With the influx of Chinese vendors and Mozilla’s plans to enter the smartphone category at the $50 price level, the low-end segment of the smartphone market will become crucial in the coming quarters.

The shipment of “Phablets” (5.5 inch – 6.99 inch screen size Smartphone) in Q2 2014 was noted to be 5.4% of the overall smartphone segment. The phablet category grew by 20% quarter-on-quarter (QoQ) in terms of sheer volume. More than half of the phablets shipped were in the under-$250 price band and Indian vendors are dominant in the noted price segment.

Jaideep Mehta, Vice President and General Manager – South Asia, IDC says, “While Samsung has held on to its leadership position in the market, it is noteworthy that Micromax is growing faster. Samsung needs to continue to address the low-end of the market aggressively, and also needs a blockbuster product at the high end to regain momentum. Given the current growth rates, there is a real possibility of seeing vendor positions change in the remaining quarters this year.”

“IDC observes that a new entry level price point is being breached by the Indian home grown vendors every quarter. These devices are not equipped with high end specifications and RAM is typically 256 MB. This ultra low cost segment may not sound a viable option to the repeat buyers, but it works well on the targeted segment,” says Karan Thakkar Senior Market Analyst at IDC India.

Q2 2014 has been an exciting quarter for the players in the mobile phone market.  Among the top five vendors, Micromax and Lava were the only ones to have outstripped the market growth. The former grew by 18% and the latter by 54% in the overall phone business.  Micromax not only toppled Nokia to clinch the number 2 spot, but also created a gap between the second and third spot.

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