Mobile Forecasts

171 posts categorized

June 04, 2016

mHealth is Set to Explode by 2021

 

Shutterstock_189071633

According to a recent study, worldwide shipments of healthcare wearables will nudge 100 million by 2021, increasing the market’s value to $17.6 billion. If the forecast proves accurate, it will represent a staggering 135% annual growth rate.

Wearable technology is finding the perfect home in hospitals, clinics and doctor’s surgeries the world over. It’s a relatively recent shift in emphasis for healthcare providers, and many are still finding their feet within the digital landscape. But those who have grasped the potential of wearables, mobile technology and other digital health solutions have found it’s helped them make care more efficient, expansive and affordable.

The most penetrating breakthrough has been in the form of monitoring and controlling patient outcomes - often with technology as simple as mobile messaging. Diabetes, heart problems, asthma - countless common medical conditions can be managed with the help of mobile messaging.

Despite the promising growth forecast, the wearable device market still faces a number of challenges. Many cash-strapped healthcare providers are reluctant to invest until they can be more certain of the long term benefits - an understandable misgiving in an age when so much ‘new’ technology is rendered obsolete within a couple of years of being launched. Some healthcare providers are also concerned about the task of aggregating and analyzing huge volumes of data in a way that will give them valuable insights into patient behavior. Mobile healthcare analysts believe this attitude will change as platforms become more widespread and user friendly. 

Then there are the patients themselves. The report found that there were issues regarding the cultivation of consumer trust in wearable technology, with a significant number of respondents saying they didn’t believe in the accuracy of the sensors, or that a device could truly deliver medically relevant information. There are concerns too about elderly patients’ reticence to use smartphone technology, or to get behind the concept of ‘remote treatment’ at all.

Nevertheless, as the market grows, so too will the competition. The more developers get into mHealth, the better it will become, and as more data is gathered, public confidence in wearable technology will grow.

June 01, 2016

Most Brands Not Ready to Meet Mobile Challenges

 

Shutterstock_416189593

These days, everyone is talking about mobile strategy. However, according to a new survey published by Sitecore and Vanson Bourne, most brands don’t think they’re prepared to effectively market via mobile. So what, then, is everyone really talking about? 

 

Missing the Mobile Mark

The mobile conversation lit up back when mobile usage surpassed that of desktop computers. Suddenly, everyone was paying attention to what people were doing on their phones. 

For some businesses, this meant making sure their website was mobile responsive, at the very least. And if they were really thinking ahead, marketers reimagined the mobile experience with branded apps. Unfortunately, too many apps weigh down users’ smartphones, and today chat and social apps seem to get the largest slice of the mobile pie. 

In hindsight, people have been talking about mobile for a long time; marketers saw this shift coming early, and yet now, in 2016, of the 450 brand marketers that participated in this global survey, 41 percent of the respondents said they have no mobile strategy in place, or have yet to execute the one they have. 

To drive this point home, in the same survey, 97 percent of respondents said, “they believe a good mobile experience impacts customer loyalty.” In other words, most marketers know mobile is important, but more than half aren’t ready to mobilize their brand experiences.  

To be fair, the mobile landscape is somewhat uncharted territory. For executive level marketers unfamiliar with the terrain, the refocus on mobile can be a bit intimidating, if not altogether outside comfort zones.

Plus, mobile today is different from mobile five minutes ago. Take those branded apps for instance. Having an app for every store proved to be a misstep. Instead, we’re seeing more collaboration between third-party apps that unify products and services into a single experience. 

So, what are these marketers to do? Forbes says they need to define objectives carefully

At the very least, you have to know what you want your mobile plan to do, or it won’t be effective. You should also look for ways to integrate it with social media, one of the best places to find new or current consumers online. 

And finally, marketers should be proactive about the mobile experience. According to the PEW Research Center, 67 percent of people check their phone for messages, alerts, and calls. Be proactive about understanding this behavior and send relevant information to users who are already looking for new messages. 

It’s time for marketers to start realizing their mobile goals and not just talking about mobile strategy in a nebulous cloud of buzzwords and phrases. 

For small businesses looking for an edge, mastering mobile is a good place to beat out the bigger competition. According to the new survey, lots of brands are still twiddling their thumbs over mobile, so you have a great opportunity to get ahead.

May 27, 2016

Using SMS Messaging as Customer Service Tool

 

Shutterstock_385780891

It’s only when you stop to reflect what life was like ten years ago that you realize just how far SMS messaging has come. Back then, text messages were still primarily used for interpersonal communication between friends and family. Now, all kinds of businesses use SMS for all kinds of reasons, all of which enhance the customer experience and just make life easier for everyone. 

Think about the text messages you receive that aren’t from people you know personally. Banks send statements and fraud alerts; taxi drivers and ride-sharing services let you know they’ve arrived via text; healthcare providers send appointment reminders and everyone from airlines and travel companies to concert promoters and delivery services send confirmations by SMS.

The reason all these organizations are using text messaging over other forms of communication is very simple: people actually read their texts. Further, most people actually read ALL of their texts - and they usually do it within a few minutes of receipt. That fact is music to the ears of marketers in any industry, when you consider how routinely commercial emails are trashed, ignored, or junk filtered before they even had a chance. With SMS, around 90% of all messages are opened and read within three minutes. And since a similar percentage of the population owns a cellphone, using it as an effective way to reach people is a no-brainer. 

And yet, one-to-one customer support is one area where SMS messaging has been slow to take off - thought that’s beginning to change. So it should, because the potential is considerable.

 

SMS Customer Service is Win-Win

Firstly, every consumer out there is a candidate for SMS communication. It doesn’t require a smartphone, so even the most committed feature phone acolyte can be reached, and 2G networks are still the most reliable. Because of the 160 character restriction, a text message doesn’t demand too much of the recipient. There’s no action required - the recipient can consider the information and make their choice as to whether it’s relevant. If not, they can opt out of receiving future messages from the brand. 

Businesses love SMS because of the aforementioned high read rate, and the personal, informal tone generally expected of the information contained therein. A mobile marketing campaign centered around text messages is also incredibly cheap compared with more traditional mass media strategies. 

But while the benefits of SMS as a marketing strategy are well understood, we’re only just beginning to see customer service-based applications of the technology. Airlines have rightly spotted the aptness of text messaging for letting passengers know about delays and cancellations. Some have started using text messaging to help reduce wait times at check in, and provide passengers with a way of interacting with the airline that doesn’t require a tedious phone call.

May 11, 2016

The Hottest New Trends in Mobile Marketing

 

Shutterstock_172256957

The mobile revolution has taken serious root, with marketers scrambling to make their websites mobile-friendly, create new and exciting apps, and otherwise drive traffic and increase revenue through mobile means. This is the mobile age, and with that in mind let’s check out some of the hottest new trends taking over mobile marketing: 

 

“Smarter” Social Messaging Apps

There’s greater selection regarding social messaging apps than ever before, with options now including Snapchat, WhatsApp, Kik, Peach, WeChat, and Facebook Messenger. People chat anytime, anywhere in today’s world, and about half of mobile phone users in the United States are predicted to rely on mobile messaging by the end of the year. The evolution of social media apps is already evident in China, where 91% of Internet users favor instant messaging over search. 

Platforms allow users to send multimedia messages, make payments, or use video call. They’re even used as interfaces for bot-driven interactions. 

 

Blurring Lines Among Apps, Social Media, And E-Commerce

Integration among apps and their social media and e-commerce outlets is a hot new mobile trend this year. Many social platforms are linking e-commerce features into their social media networks, such as Instagram’s “Shop Now” feature and Pinterest’s “Buyable Pins.” People didn’t used to shop on social media platforms, but the more seamless the integration, the more likely shopping on such platforms will become the norm. 

 

Branded Keyboards

A wide variety of branded keyboards are available through a mobile device’s app store, and function as ideal branding options. They allow companies to remain where they want, i.e. in consumers’ faces, without being a source of interruption or annoyance. App use equals keyboard use, meaning this type of branded engagement is far-reaching. Recent research indicates the average mobile device user works on the keyboard over 100 times per day, with branded keyboard leader Kibo seeing millions of downloads a month. And that was just in the company’s first year of operation. 

 

Apps=Lifestyle Reflections

In 2016 apps are expected to become integral parts of consumer lives as opposed to individual features that people turn to on occasion. Examples of apps as “lifestyle reflections” include fitness apps that offer weather alerts before a run and remind the person it’s time to pick up the dry cleaning. 

Lifestyle apps also increasingly indicate values. Think of consumers saying “I’m a proud fan or supporter of [x and y], which is why I use these [branded] apps.” 

 

More From Search Engine Results

Videos are already cropping up in Google’s search results, but the media giant is going a step further by experimenting with video ads. Should consumers take to video ads appearing in their search results, apps may also make appearances in SERPs. App directories and recommendations are already there, however apps as part of search engine results is a whole other thing. Such implementation will provide stores and directories with an exciting new set of opportunities. 

These and other trends are changing the marketing landscape, and mean marketers must remain that much more aware of current and future mobile trends. 

 

May 04, 2016

Technologies That Changed Retail

 

Shutterstock_372371119

In 2016, global business to consumer e-commerce sales is expected to reach $1.92 trillion. As impressive as this figure from Statista is, that’s millions of lost in-store experiences and missed customer service conversations. In an age of convenience, it can be easy to forget about what you might be missing.

Many shoppers enjoy walking down the aisles of large retail stores, checking prices and talking to people. They also like to touch the things they plan on buying. For every gained purchase online, a material purchase is lost, which has raised the stakes considerably for brick-and-mortar retail locations. If ever these stores needed a hero, it would be now. 

Who would have guessed that mobile technology could be that hero? The use of mobile technology in retail stores could save many from going out of business and help them keep pace with online shopping trends. Here’s how mobile technology is changing the retail game in a world full of online shoppers.

 

Saving Time with Retail Mobile Technology

Often, it’s faster to ask someone a question, make a suggestion, or compare two products than it is to find credible answers online. In fact, digging around on the Internet is almost more time-consuming than driving to the store in the first place.

Now, imagine all sales associates have smartphones or tablets that can locate what you want anywhere in the store. They can give you a price check, compare prices, and tell you where else you might find what you’re looking for. This is the direction mobile technology is heading, as physical retailers scramble to catch up on the super-highway. By empowering employees to help customers, mobile saves time while providing people with truly authentic service. Plus, shoppers get to walk out of the store with their merchandise in tow—no delivery time needed. 

 

Increase Productivity Among Retail Employees

Additionally, mobile technology will help retail owners save money by increasing the overall productivity of employees. In addition to customer service, mobile technology allows sales associates to manage inventories, place orders, receive shipments, take phone calls, and more. This also eliminates a mountain of paperwork and makes organizing data much less complicated. More people can do more work in a shorter amount of time.

Creating a network of employees working on mobile devices can also cut down on long checkout lines (especially during the holidays). The mobile Point of Sale (mPoS) is all about being ready the moment a customer agrees to make an in-store purchase and having an associate there to swipe the credit card. If that same customer walks to a long checkout line, they may decide not to wait. That’s a lost opportunity that’s likely to wind up somewhere online.

Shop owners can take some of those lost sales back by using mobile to capitalize on every possible sale.

The good old days we remember, when the Internet had yet become an e-commerce mecca and flashing banner ads were so bad they were good, are gone. To keep pace with all the sophisticated technology that keeps online shoppers coming back for more, brick-and-mortar retailers have no choice but to fire back with mobile.

April 29, 2016

Mobile Shopping Poised for Growth in Kenya

 

Shutterstock_320397671

Kenyan retailers might not have fully adopted mobile communications to fuel their business activity, but they are embracing it, and technology is on the rise when it comes to their marketing campaigns. A recent Nielson study conducted on Kenyan retailers and their use of technology reveals that mobile usage in the past has been significant. Moreover, companies are slowly turning to mobile marketing concepts.

 

The Study

The Neilson research group conducted face-to-face interviews with 300 retailers across many spectrums and service channels throughout Kenya. The results show that, right now, most retail business is done in the country through direct communication and transactions. In fact, 96 percent of consumers in Kenya prefer to pay retailers with cash, and 88 percent of them prefer in-person communication. They also like to see new products firsthand. 

 

The Promise of the Mobile Market

Even though retail businesses in Kenya today seem to under-utilize mobile technology—just 12 percent of customers use mobile money to pay for goods—Nielson East Africa MD Jacqueline Nyanjom, says, “In a country with 96 percent mobile penetration, the findings are somewhat surprising – but they do point to enormous potential for growth.”

Kenya’s mobile money market is perfect for growth because of how easy it is for people already utilizing mobile technology to make the jump to purchasing goods online. In other parts of the world, mobile money has already been embraced or made great strides. In Kenya, Safaricom’s M-Pesa currently dominates the mobile money market, as small as it is. M-Pesa launched in 2007 and has more than 25-million subscribers, and about 130,000 retail agents use the technology. Countrywide, 43 percent of the Gross National Product flowed through this channel in 2013.

 

The Future of Mobile Shopping

One of the main reasons that Kenyans rely on cash for purchases is that it doesn’t carry transaction fees. Some shoppers and retailers, however, have expressed concern about the safety of using cash for purchases. Aside from fees, there are few reasons not to convert to the use of mobile money in the retail sector. About 25 percent of retail businesses say that they have not been approached with an offer to use mobile money for purchases, a fact that implies that there is an untapped group of business owners in this market.

Additionally, it seems that the time is ripe to encourage both businesses and consumers to accept mobile advertising and marketing as part of the mix. Companies need to focus on adopting retail apps, mobile coupons, promotions, geo-location deals and ads, and other mobile marketing tools in order to bring exciting new growth to the industry.

 

April 18, 2016

Mobile Device Failure Rates Highest in Asia

 

Shutterstock_128483738

Last year, smartphone shipments hit record levels, up 10.1 percent in 2015 to an impressive 1.3 billion units worldwide. What’s more, 20 percent of the world’s population received new smartphones last year, which means 20 percent of the world’s population got rid of their old phones, for one reason or another. 

Blancco Technology Group recently published its quarterly trend report, and one of the fascinating details outlined in the research was the way different cultures used the same technology to achieve different ends. One finding involved the way human behavior in Asia influenced the failure rates of smartphone devices, which may be linked to the number of replacement devices we saw in 2015. 

 

What Went Wrong? 

Throughout the world, there are five primary issues that caused device failures; user behavior plays an important role in how we interpret this data. The top five issues included trouble with the camera, touchscreen, battery charging, microphone, and speed/performance of the device. These issues affect both Android and iOS users. 

In Asia, these device issues have a unique spread, with speed and performance ranking the highest, followed by camera, then battery charging, during Q4 of 2015.

Device failure rates are the highest in Asia. Of all the devices returned, or sent to the manufacture for repairs, 50 percent of the devices were returned ‘NTF’, or No Trouble Found. But what does that mean exactly? Why are so many phones having issues in Asia, but when customer service representatives or repair specialists review the device, there’s nothing wrong with it?

 

Mobile Cultural 

This trend could go back to cultural differences in the way people use smartphones. In places like Hong Kong, Singapore, and Taiwan, mobile users frequently use messaging apps like WhatsApp and WeChat to communicate socially, even professionally. In some instances, large numbers of users may be communicating simultaneously in a single group chat or bulk text messaging, which can greatly reduce the battery life of the phone, as well as slow down the overall performance. 

Similarly, leaving popular social networking applications open, which regularly cache and store user data, can be extremely draining to battery life, limiting other resources on the device. This makes accessing email and other important functions more difficult, resulting in issues for the user. 

These are not hardware-related problems. In fact, Blancco’s report suggests that human error plays a large role in the number of issues being reported by participating countries.  The U.S. and Europe, for example, report their own distinct device issues, many of which can also be linked to human error. 

 

Why It’s Important

As smartphone use becomes more standardized in our work and professional lives, it’s going to be important for network operators and device manufactures to understand the cultural differences that affect the overall performance of a phone, depending on the country it’s shipped to. This is also important for businesses that have adopted the BYOD (bring your own device) ideology in the workplace, where device failures can have a serious impact on a businesses’ bottom lines. 

Education will play a large role in lowering the excessive cost of device issues for manufactures and repairs specialists alike. Teaching a user how to keep a phone in good working order will ultimately save everyone time and resources.

April 16, 2016

Apple Finally Joins Crowded Budget Phone Market

274928618

In January, Apple CEO Tim Cook announced the company had had its most successful quarter yet, generating some $76 billion in revenue and $18.4 billion in profits. No surprises there, for a company measured by many standards as the 'most successful' of the century thus far. 

It's this undisputed success in the mobile technology market that makes Apple's latest move somewhat surprising. The firm who built their reputation on mid-market, highly desirable smartphones has released a budget device.

The iPhone SE is the cheapest phone Apple has ever built. Fitted with just the basics - a 4 inch screen; 326 ppi; 12 mp camera - the model is a clear attempt to compete with Samsung and others in the highly lucrative developing markets in Asia, where the most popular smartphones cost a fraction of a new iPhone. Most industry analysts and mobile technology enthusiasts agree that the new device is essentially the iPhone 5S, tweaked and rebranded to tackle the low-cost market.

The move into low-cost smartphones was perhaps inevitable, as mid-priced Android and Apple devices have duked it out to the point of market saturation - in the United States at least. And while Apple closed one of its most profitable quarters in December 2015, it was only 2% more profitable than the same time from the previous year. Compared to previous growth rates - 30% from 2014-15 - this is a significant drop. Since the first iPhone launched in 2007, Apple has cleaved to it's reputation has a luxury - but attainable - brand. Retailing at around $399, the iPhone SE is a couple hundred bucks less expensive than the usual models, with payment plans available for those who can't afford the initial outlay. 

Part of the problem for Apple has been the expansion of the once-short lifecycle their devices experienced. Many Apple users will replace their product within two years - often well before there is anything wrong with it. In China and other markets, this consumer behavior is less common, and budget phones - still, let's face it, packed with some pretty impressive mobile technology - rule the roost. Apple are wisely looking to claim their share of this loyal market. And with their existing smartphones everywhere you look, it becomes less and less credible to describe them as luxury items.

 

March 31, 2016

Diabetes Treatment Finds Ally in Texting Services

 

Shutterstock_322087778

Texting services are increasingly being utilized by the healthcare industry, as they provide a number of helpful applications, such as reminding patients about appointments and sending tips that contribute to health. Text service health applications now include those relating to diabetes, with Arkansas-based nonprofit corporation ARcare using text messaging to improve its treatment services. 

 

A Valuable Educational Tool

ARcare added SMS texting services to its treatment program for diabetes patients, resulting in a cost-effective way to educate patients about the disease. “Interactive SMS” is utilized to provide patients with vital diabetes information. ARcare CIO Greg Wolverton recommends healthcare organizations focused on population health management recognize messaging tools’ role with regard to electronic health records and care coordination across numerous facilities. He also emphasizes the supreme scalability and efficiency texting services present. 

 

Increased Revenue Options

Implementing text services has been shown to help both the patient and the provider, as it offers an increase in operational revenue. For example, texting diabetic patients about their next appointments significantly reduces chances of no-shows, as most people have their phones with them constantly and look at text messages much sooner than emails. The reduction in no-shows and the ability to easily reschedule should a patient not be able to make the appointment are some of the ways text services are helping the healthcare industry financially. 

 

More Helpful Applications

In addition to its use among diabetic patients and their healthcare providers, text messaging is also increasingly used to treat smoking addiction and pregnancy issues. A recent Swedish study suggested text services make it easier to quit smoking, as the implemented text messaging program “doubled the rate” of self-reported smoking abstinence “with occasional lapses.” It also encouraged quitting cigarettes entirely, though not to the same degree. 

In regard to pregnancy issues, texting was found to help maternal and child mortality problems in Rwanda. The African country’s health workers use text services to keep track of pregnancies, report related health issues, and provide emergency alerts. The latter helps pregnant women obtain emergency care when needed. Health workers also text information about their pregnant patients’ histories for database storage purposes, let women know when it’s time to come in for checkups, and provide doctors with information about any complications. 

 

Part of the Mobile Health Movement

Diabetes, smoking, pregnancy, weight loss, HIV….texting services are part of the mHealth, or mobile health, movement for all of these, according to David Finitsis, a Ph.D. candidate in clinical psychology and author of the February 2014 article Text Message Intervention Designs to Promote Adherence to Antiretroviral Therapy (ART). The article was published in the scientific journal PLOS ONE. Finitisis found text messaging of great assistance to HIV patients, as it improved “adherence to drug regimens” among other benefits. The author remarked that the possibilities connected to text messaging and healthcare are endless, and that smartphones, tablet computers, and social media platforms provide many more avenues for treating the chronically ill. 

Is text service a huge part of the healthcare industry’s future? It certainly seems so. 

 

Is Twitter Stagnating?

 

Shutterstock_129701267

Twitter launched in 2006, and within a year fell into the “global phenomenon” category. The social media platform’s origin story is a bit muddled, thanks to the ousting of various creators, however the invention of the hashtag brought with it the chance to promote and comment on worldwide issues, interact with celebrities, emphasize brands, products, and services, and so much more. Yet, despite the changes Twitter made to the world of media, some argue the platform is stagnating, if not dying

Let’s take a look at why Twitter is faltering, including the issues with which chief executive and founding father Jack Dorsey is currently dealing: 

 

Losing Money

Twitter has been losing money for a while now. The social media juggernaut is currently on a $2 billion revenue run rate, and in 2015 it earned $1.4 billion but lost $539 million. The company reported that, in its last quarter, it lost $137 million on $502 million in revenue, with industry experts noting that the $2 billion rate isn’t going to do much. 

 

Not Enough Heavily Active Users

The social media platform has plenty of users, but there’s a decline in the number of people who tweet on a consist basis. Users aren’t taking the time to share the social media option with others and convince them to sign up, among other problems. Dorsey touched on the importance of helping people extract value from the service as soon as possible, which raises the issue of whether people are eschewing Twitter because it’s challenging to use or because there’s simply little interest. 

 

Slow User Growth

Another issue Twitter’s bigwigs are facing is a slowdown in user growth. The social media platform is subsequently not only losing money, but also keeping away investors. Twitter will launch new products and features in hopes of appealing to new users and investors, however current changes haven’t affected the slow user growth rate so far. 

 

Abuse Issue

Some point to Twitter as a tool for abuse or bullying. Late Night With Jimmy Kimmel’s ‘Mean Tweets’ segment is an example of this, as celebrities come on the show to read negative tweets about themselves, often with hilarious results. While this is the lighter side of the bullying that takes place on Twitter and other social media platforms, industry insiders say that the “abused have become the abusers,” resulting in an age of stagnation and numbness. 

 

No Longer Retaining Talent?

Peter Currie, Twitter’s lead independent director, recently commented during a conference call that Dorsey not only attracts talented people, but also keeps them. However, many of the talented folks Dorsey and his associates have hired are leaving the company. They view it as a sinking ship and put in their two weeks in order to work with companies where they can truly thrive. 

Dorsey is also a part-time CEO, which is seen as another big problem affecting the social media platform. 

Is Twitter on its way out? If so, which social media options will take its place?