Best Reading of the Day - Entry 0193 Forrester Branded App Recommendations

I've been traveling this week so these posts are a catch-up for much of the week's news and good reading.  This one is by far the most interesting to me.

Forrester research has just released a new analytics paper on marketing trends for mobile apps and there is a very good little write-up on Mobile Commerce Daily for those not willing or able to pay $499 to purchase the entire paper.

http://www.mobilemarketer.com/cms/news/research/19673.html

Here is a snippet from that piece:

The new Forrester report, “2015 Mobile App Marketing Trends: Orchestrate Your Brand Presence, Beyond Your Own Apps, By Borrowing Mobile Moments,” explores marketers’ decisions to invest significant resources into building their own branded apps because research suggests consumers spend a majority of their mobile time on apps. However, new Forrester data shows that, on average, consumers in the United States and Britain use 24 apps per month but spend more than 80 percent of the time in their five most time-consuming apps.

What we know is there are segments of the population that have no interest in branded apps for their interactions, such as heavy social media users.  However, at least one high-quality study indicates there is at least one very important segment that does want a branded app, and these tend to be the most affluent consumers.  The guidance offered by Forrester appears to help fill the gap in understanding between a website, mobile web, and mobile apps.  Very good reading.

Happy Reading,

J.W. Gant

**UPDATE**  Good read over on Internet Retailer:
https://www.internetretailer.com/2015/02/09/why-retailers-might-not-need-or-want-invest-mobile-apps

Twitter Video and HBO's Video Streaming Struggles

Two more stories are interesting news to read over.

First up is Twitter providing mobile video.

http://www.mobilemarketer.com/cms/news/social-networks/19722.html

Here is a snippet from that piece:

Twitter hopes the introduction of native mobile video will boost the number of people who use its service, supplementing its new search partnership with Google and other moves aimed at broadening its appeal.

With its recent rollout of native video, which allows users to capture, edit and share videos within the Twitter mobile application, Twitter is taking its cue from Facebook, which is pressuring YouTube as the go-to destination to upload and watch video.

Next is a piece on the struggles of HBO to go to a streaming service model.

http://recode.net/2015/01/29/hbo-tech-executives-leave-ahead-of-internet-launch-as-networks-strategy-changes/

Here is a snippet from that piece:

The original plan discussed by the network’s top executives was to spend hundreds of millions of dollars to develop a sophisticated streaming platform that would make HBO, one of the best-known premium channels in the United States, capable of challenging streaming video services from Netflix and Amazon head-on. Berkes, who was also a cofounder of Xbox, was a key part of that ambitious project — he had been hired by HBO in 2011 to set up a new office in Seattle, initially hiring 80 engineers with plans to grow much bigger.

The idea was that the technology would support not only HBO but potentially other Time Warner offerings, such as Turner Broadcasting and Warner Bros.

Happy Reading,

J.W. Gant

Wendy's Mobile Growing

Great little article over on Mobile Commerce Daily about Wendy's and their mobile efforts.

http://www.mobilecommercedaily.com/wendys-outshines-competition-as-common-pos-integration-opens-mobile-opportunities

Here is a snippet from that piece:

Wendy’s is already using mobile ordering in seven restaurants in Columbus, OH, and plans to covert the Phoenix market by the end of this month while a loyalty pilot program is underway in nine markets and a mobile payments pilot test expected to launch soon. While mobile alone is not the answer for brands, if Wendy’s can integrating messaging that is resonating with its mobile strategy, this could give the brand a boost.

Wendy's is involved in CurrentC and could have interesting work lined up.  Here is a bit more from that article:

Wendy’s is also a member of the retail consortium MCX, which is developing a mobile payments solution. The chain expects to begin a pilot test of the MCX mobile wallet, CurrentC, in the coming months.

Taken together with the mobile ordering and loyalty pilots, Wendy’s is clearly betting big on mobile.

Happy Reading,

J.W. Gant

Beacons and Supermarkets - Niemann

Supermarkets are making news as they embrace the potential in bluetooth interaction with consumers through in-store beacons.

Next up is regional grocer Niemann:

http://www.mobilecommercedaily.com/niemann-foods-pushes-the-shopping-cart-with-ibeacons-in-all-store-locations

Here is a snippet from that piece:

Niemann Foods is teaming up with location analytics firm Birdzi and its Shopper Engagement Platform to roll out the technology to all 45 of its bricks-and-mortar stores in Illinois, Missouri and Iowa by spring 2015. The grocer has already seen several thousand more downloads of its My County Market app since employing Birdzi’s platform, suggesting that consumers are invested in receiving customized offers and access to features such as aisle location options and ability to create an in-app shopping list.

Happy Reading,

J.W. Gant

Amazon Brick & Mortar Begins

The first ever staffed order pickup and dropoff location opened on February 3 on the campus of Purdue University.

I matriculated at Krannert School of Management at Purdue from 2005-'07 and have fond memories of the campus.

Here is a piece from Purdue.edu (the photographer was in the '08 class at Krannert and is an outstanding individual):

http://www.purdue.edu/newsroom/releases/2015/Q1/amazon-launches-first-ever-staffed-campus-pickup-and-drop-off-location,-free-one-day-pickup-services-at-purdue.html

Here is a snippet from that piece:

"We're excited to open our first-ever staffed pickup location at Purdue, making it more convenient and affordable for students to get everything they need for life on campus," said Paul Ryder, vice president of media and student programs at Amazon. "Whether students are ordering textbooks, laptops or mac and cheese, Amazon and Purdue are now providing a convenient and secure spot for them to pick up their stuff at hours that work with their schedules. We look forward to bringing this experience to more universities soon."
More university locations will be opening soon.

This news is hitting as Radio Shack is filing for bankruptcy and rumors abound of Amazon acquiring a number of those physical locations.  Looks like Amazon is accelerating its move in to physical commerce.  This is a necessary move.  As Walmart becomes more like Amazon, Amazon must become more like Walmart or it will plateau far short of its potential.

Happy Reading,

J.W. Gant

Best Reading of the Day - Entry 0192 Mobile Disruption

Great little read over on Wired.com:

http://www.wired.com/2015/01/smartest-richest-companies-cant-crack-mobile-future-belongs-anyone-can/

I recommend reading 'The Mobile Mind Shift' for a more complete version of this thinking.

Happy Reading,

J.W. Gant

The Digital Super Bowl

I have seen a dozen stories on the advertising and social media of this latest Super Bowl. My story is a little different.

Thirty minutes before the game my NBC channel in New England went dark. I cut the chord a couple years ago so I'm open air. What to do?

NBC was streaming the video online. I turned on the HTPC computer connected to my 55" tv and got it going. Pretty good picture quality but not 1080i. The commercials were not the same but I watched the entire game streaming, and over my iPad too. A first for me.

Today and watching those commercials online to see what everyone is talking about.

Oh, and the New England Patriots are world champions. Feels good to write that.

Regards,

J.W. Gant