Web/Tech

126 posts categorized

April 20, 2015

Here's Why Your Web Development Should Start with Mobile

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Responsible design goes way beyond pixel measurements and assorted limitations, as it’s about deciphering the behaviors and preferences of a target audience, and meeting their needs, whether through smartphones, tablets, or websites.  

Consumer habits and expectations change depending on the device they’re using, meaning content and information must be displayed in the right way. The best option for learning about a target demographic and testing their “commitment to proper responsive build” is starting with a “mobile-first” approach. And while mobile may be the smallest of frequently-used platforms, it is still the favorite. Let’s take a deeper look at starting web development with mobile: 

 

Content 

When developing a brand, quality content is key. However, working through large blocks of copy and trying to find the important points gets tough, making it essential to ask the following question: What is the point I’m trying to make? Once the key theme is identified, it’s time to cut out “filler” content so the resulting post easily fits on a mobile device screen. This not only looks much better, but also makes it more readable for consumers. 

The other benefit to resizing content for mobile screens is once you’ve made the post fit, sizing it for tablets and the like is quite simple. 

 

Form and Function

Yes, you’re working with a smaller screen when crafting content for mobile, but that doesn’t mean it’s supposed to be anything short of engaging. Think form followed by function, and go for attention-grabbing headers and titles, visually-stunning telegraphic iconography, concise messaging, and quick yet memorable, meaningful takeaways. Create phone, tablet, and desktop “experiences” that takes user mindset into account—again, begin with mobile and go from there.

 

A Prime Example

A common request marketing agencies receive from clients is creating a product gallery. In terms of mobile, the gallery must be easy to swipe through so one product per swipe is featured with minimal copy. This results in a more intimate browsing experience. Image pairings are possible for tablets and desktops, or showcasing the entire product page. 

 

Wrap-Up 

Don’t think of mobile as far better than the other options, as each offers its own benefits. Rather, view them as complimentary. On mobile, for example, it’s easy to focus on a given element, while desktops make it possible to display an entire product line and emphasize that the brand meets the needs of a whole range of customers. It’s also possible to group products “visually, physically, or factually” in light of varying market approaches. 

The ability to solve the same issue on different devices is one that cannot be discussed enough, as it makes the ability to change content according to platform easier in the future. It also helps significantly in terms of prioritizing per device, and creating responsive designs. 

 

April 18, 2015

Wrap Raises $3.5 Million in Series A Funding

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In today’s mobile era, content in increasingly digested in “bite-size” chunks. Wrap Media is a new company looking to develop a viable alternative to what it calls “wraps,” or small stories delivered as swipe-able content on mobile devices. The company has raised $3.5 million in Series A funding from FF Angel LLC and Raine Ventures. 

Launching a wrap from your mobile device is easy enough, and once launched you may swipe left or right through the assorted pages to view content. It’s also possible to watch embedded YouTube videos or tap through links to connect with Wrap on social media. As far as potential use goes, options include sharing stories and embedding coupons or merchandise you can purchase from automated business emails, such as digital receipts and order confirmations.  

The folks at Wrap Media stress that what they’ve created is not “another website creation service,” but a “presentation layer” that sits pretty atop any platform. While wraps are currently delivered via the mobile web, founder Eric Greenberg says the company’s long-term goal is to provide such experiences from anywhere, whether a small smartphone screen or a gigantic living room television.  

Greenberg had the idea for Wrap while building a mobile gifting app through a card-based user interface. He found the interface had more potential than the app itself, and subsequently shifted company focus to the interface. Greenberg is also the founder of several other companies, including systems integrators Scient and Viant. 

Wrap’s web-based authoring service provides companies with the ability to create app-like messages using simplistic tools, and messages may be shared as links on social media, SMS, and email. The idea is to provide a new format for mobile marketing so companies can share their stories without having to invest in serious development and design resources, even though it still looks like they did. Wraps are created in 15 minutes or over the course of a few hours depending on the amount of content involved. 

“This is a story that can’t be told today…because you’d have to develop something from scratch. And to do something like this, is a minimum of six figures,” Greenberg explained. “So instead of spending hundreds of thousands of dollars with developers and designers, you can literally create these interactive experiences with a junior marketing manager, with no code and no design experience.”  

Companies currently utilizing Wrap’s services include CBS Interactive, Loverly, and StumbleUpon. Wrap is also in talks with some 50 other companies. Pricing is on a transitional basis as well as software-as-a-service, as Wrap is still in private beta. Service is intended to start around $300-$500 per month. 

The $3.5 million Wrap has acquired in funding includes $3 million from Founders Fund’s seed stage fund FF Angel LLC and Raine Ventures. The remaining $500,000 is out of Greenberg’s pocket. He also seeded the company with another $2.5 million, resulting in $6 million in raised funds. 

Wrap is expected to launch in September 2015. 

 

April 17, 2015

Apple Watch Pre-Orders Reach a Million

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Apple recently began pre-selling three versions of its new smart watch to the world, with orders now hitting the one million mark. And that’s just in the United States.  

Unsurprisingly called the Apple Watch, the device allows you to read emails, send messages, and answer iPhone calls, all from the convenience of your wrist. A Taptic Engine feature alerts you through—you guessed it—a tap, so no notifications are missed. The Digital Touch feature makes it easy to communicate by sending a tap, sketch, or heartbeat. There’s even health and fitness features, as well as Apple Pay.  

The watch is available in aforementioned three collections: Apple Watch Sport, priced at $349 and $399; Apple Watch, which costs between $549 to $1,099; and Apple Watch Edition, a watch created from custom rose or yellow 18-karat gold alloys. Prices for the Edition start at $10,000. 

"Apple users were waiting for the Apple watch, so when we saw this huge surge in demand, we were not surprised at all," Jaimee Minney, vice president of marketing and public relations for Slice Intelligence, told ABC News. 

The future of the Apple Watch looks good despite what Slice calls “ho-hum reviews, even by some of the most ardent Apple fans.” According to the company, the average Apple Watch buyer ordered 1.3 watches, spending $503.83 per watch. Consumers opting for the Apple Watch Sport edition spent $382.83 per device, while those ordering the Apple Watch edition spent $707.04. 

“Among those buying an Apple Watch, 72 percent purchased an Apple product in the past two years -- iPhone, Apple computer or iPad -- and 21 percent of them pre-ordered an iPhone 6 or iPhone 6 Plus mere months ago,” Minney wrote in a recent blog post. “Nearly one-third purchased two Apple products and 11 percent bought all three devices, in addition to their new watch.” 

Watch accessories are also popular, with Minney noting consumers who purchased the Apple Watch or the Sport edition choosing the larger 42mm case. The space gray aluminum case is a favorite as well, edging out the silver and space black cases. 

“The Black Sport Band was by far the most popular among both Apple Watch and Apple Watch Sport buyers, with 49 percent overall pre-ordering one, followed by the White Sport Band at 16 percent and the more expensive Milanese Loop -- $149 versus $49 for the black Sport band -- rounding out the top three at around 10 percent,” Minney remarked.  

According to Roger Entner, principal analyst at Recon Analytics, should Apple continue to see one million units per quarter the company would easily become one of the most profitable watchmakers in the world. This means second to Swatch in regards to profitability and only just behind the legendary Rolex brand. 

“If you told people about a new Apple product that cost $400 and asked them if they would buy it, 1 million people would say yes," Entner said. "They don’t even need to know what it is -- and more often than not they wouldn’t be disappointed. Since the second coming of Steve Jobs, the missteps that Apple has taken are few and far between.” 

 

April 15, 2015

Mobile Devices Mostly Impervious to Hackers, say Verizon

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Mobile has revolutionized the tech industry, creating as many new businesses as it has destroyed old ones. In the past decade, a ‘marketing strategy’ has turned into a ‘digital marketing strategy’ before morphing swiftly into a ‘mobile marketing strategy’ and it’s left countless heads spinning. 

Oddly, there is one perennial area of concern for the industry that has remained largely untouched by the smartphone: hacking. 

According to a recent report from Verizon, mobile devices are seldom used by hackers to commit their nefarious deeds, which is not all that surprising, given the limitations of inputting complex code into small-screen devices. Perhaps more surprising is just how few mobile devices are targeted by hackers. 

The Data Breach Investigations Report (DBIR) is Verizon’s annual paper on cybersecurity issues. This year’s DBIR has concluded that “mobile devices are not a preferred vector in data breaches.” In other words: criminals use laptops and desktops to hack into networks.

The report draws on data from tens of millions of mobile devices on Verizon’s own network. It found just 0.03% of tablets and smartphones were infected with serious malware - significantly below the 0.68% rate of infection from unwanted software affecting non-mobile devices. 

That’s not all the good news. The few infections that make it through to our phones are generally less serious than the types of spyware and malware affecting our computers. The lion’s share of ‘successful’ mobile viruses were relatively harmless pieces of ‘adnoyance’ software, which are aimed at trying to direct users to purchase security packages and other money-making schemes, or collect personal data. These types of infection are also much easier to spot than the more malicious desktop infractions. 

Apple users won’t be surprised to learn that the vast majority of infections were found on open-source Android devices. In fact, most suspicious activity logged on iOS devices were failed ‘hit and hope’ scams aimed at Android users. 

This information, while reassuring, is not an excuse for lax security practices. But it does suggest the new model of closed, app-based software - designed to be impervious to hackers - is working, and that can only be a good thing. As more and more online activity is conducted via mobile devices, the tolerance for security breaches will (hopefully) continue to plummet. 

 

April 05, 2015

Mobile Messaging: The Ultimate Customer Service Helpdesk

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Mobile marketing has witnessed a decade of innovation during which thousands upon thousands of apps have flooded the marketplace, doing everything from fitness tracking to spread betting. But what if there was no need for a separate app for each task? What if you could use a single interface to request and receive goods and services? 

The rise of apps like Magic has brought ‘conversational commerce’ - in which customers can make specific requests via SMS messaging - to the forefront. Facebook is soon to launch it’s own Magic-like on-demand text service. Meanwhile, messaging app SnapChat is expanding to offer a commercial iteration of its service - SnapCash - which allows users to make transactions for products. 

This is all relatively new stuff in the United States, but Asia has been harnessing the full potential of SMS messaging as a catch-all service tool for some years. In China, WeChat gives its 440 million users a single portal through which they can pay bills, order taxis and shop; the app has generated more than $1.1 billion in revenue since launching in 2011. In Japan, LinePay provides a similar service. 

In the U.S., most of the recent buzz around ‘conversational commerce’ has focused on Magic, the app that allows you to request any service that exists in the real world, from dry cleaning to dry stonewalling. The so-called ‘concierge’ service uses a winning combination of human and artificial intelligence to meet the demands of its growing customer base.

Other start-ups have followed suit. Scratch, for instance, offers a ‘professional shopper’ to not only help facilitate purchases, but actually offer fashion advice along the way. Native pulls off a similar trick in the travel world, working as a personalized travel assistant to help you plan every part of your trip via SMS messaging. 

The implications of this development are significant for the future of mobile. The limitations of the mobile interface have always been down to the problems of shrinking a desktop internet onto small screens. Fiddly shopping carts and multiple apps make for a fractious, incomplete experience. But the text message was made for small screen devices. Now it is liberating us from the process of browsing, comparing and purchasing goods which, even on a mobile-friendly site or app, is a little unwieldy.

 

April 04, 2015

Smartphones Are Now the Dominant Mobile Device

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Unless you’ve been living under a frightfully large rock, you know the impact smartphones have had on the digital industry. Unsurprisingly the devices now make up 75% of the mobile phone market, a 10% increase from a year ago and a 73% increase from 10 years ago, according to Internet analytics firm comScore. 

Three-quarters of Americans aged 13 or older own smartphones, with the rest using basic cellphones, such as flip phones and TracFones. The percentage of people who don’t own a cellphone at all….well, that number is so low it’s not even worth discussing.  

“If you take a look at the big picture, it’s how mobile has taken over and become the dominant platform through which people engage in digital media,” said Andrew Lipsman, vice president of marketing and insights at comScore.  

People are spending more and more time in front of digital screens despite the fact that desktop use has gone down the tubes. Still, people are glued to their screens practically all day and night, whether on their way to work, watching TV, or any other time thanks to the prevalence of smartphones and tablets.  

The positive side to this screen addiction is the ability to stay better informed and even learn a thing or two more quickly, noted Lipsman. The negative side is a bit more complicated, as new research recently released by digital technology firm Apigee in San Jose, CA and Stanford University’s Mobile Innovation Group, found a “deepening dependence” on smartphones in terms of social interaction. Dependency was most severe among smartphone users, who say they’re on their phones “nearly all the time,” including while at family dinners. 

Shockingly, 21% of smartphone users said they couldn’t sustain a relationship with a partner without their phone apps, and 19% of users said they could not make new friends without the the assistance of their devices. Younger Americans use smartphones the most (surprise, surprise), with at least 85% of citizens ages 13 to 44 owning one, according to comScore. 

The numbers decline with age: 76% of people ages 45 to 54 use smartphones, and 63% of those ages 55 to 64 use such devices. The percentage is 48% people ages 65 or older. 

Apple devices remain the most popular, as they make up 41% of the market. The company is followed by Samsung, LG, Motorola, and HTC at 29%, 8%, 5%, and 4% respectively. 

Wondering about the most popular smartphone apps? Facebook still rules them all with 70% of the market, followed by YouTube (55%), Google Play (52%), Google Search (52%), and Facebook Messenger (47%). 

What will become of the country’s smartphone addiction? Only time will tell….

 

March 30, 2015

Maestro PMS Add SMS to Customer Service Platform

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Maestro PMS Enterprise Property Management recently announced the addition of SMS messaging to its customer service platform. The communication module is meant to make personal guest communication that much easier, and is fully integrated with Maestro PMS. It offers convenient messages for early check-in room availability, as well as spa appointment notifications, group message alerts, concierge services, and property promotions. The text message module is available thanks in part to Maestro PMS’s partnership Swift SMS Gateway® Inc., a global company supplying mobile text messaging services since 2007.

"With more guests relying on their mobile devices, Maestro launched proactive SMS communications to serve guests on property,” said Warren Dehan, President of Maestro PMS. “We partnered with Swift SMS Gateway to provide the platform to allow Maestro PMS to communicate directly with cell phone networks. Swift SMS Gateway supports international phone protocols which enables Maestro operators to reach their global visitors regardless of their phone carrier.”  

Celebrated as a highly-flexible guest engagement tool, the SMS text solution allows “independents” to update individual guests directly from Maestro PMS, such as when their rooms are ready for check-in. The tool also instantly reaches all guests in the event of an emergency, as well as specific guest populations, such as those on a business trip. 

An ideal option for independent operators looking to cultivate more personal relationships with their guests, the system also includes an app that allows housekeeping teams to efficiently coordinate their tasks. Considered perfect for any operation, no matter the size, the app provides protected access to staff and includes room attendant and supervisor modes that limit views to relevant assignments.  

“All room statuses are updated in real-time,” Dehan remarked.  “The system helps housekeeping teams coordinate their tasks with updated room assignment information to work more efficiently. Our mobile housekeeping platform puts clipboards and telephone room reporting in the rearview mirror.”  

Maestro PMS provides over 20 hotel and reservation software solutions for the industry’s “leading independent hotels, resorts, and multi-property groups.” 

Brian J. Johnson, President, Swift SMS Gateway Inc., said his company was delighted to partner with Maestro PMS.  

"Our system provides a simple seamless integration of text messaging into Maestro's front desk Guest Messaging and its back of house systems,” he said.  

Compatible with Android, iOS, Windows, and Blackberry handheld and tablet devices, hotel groups may supply their employees with handhelds, though room attendants may also use their own devices for greater ease of use.

March 27, 2015

Mobile Marketing is Going Hyper-Local

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Mobile marketing has taken huge strides towards fulfilling the potential of geo-targeting technology, allowing local businesses to make the most of their sphere of influence. The only way for geo-location techniques to go is inward, reaching ever-more specific parts of the local economy.

Mobile marketing is doing just that, placing an increasing emphasis on attracting foot traffic to brick and mortar retail outlets. The industry is now able to service international brands with bespoke campaigns in multiple locations using region-specific methods capable of targeting users to a single square foot. 

This ultimate refinement of mobile marketing tactics is a real game changer. A heady cocktail of beacons, GPS, location information gathered from existing interactions and other geolocaters is ushering in a new era of hyper-local mobile marketing so precise it’s hard to imagine how it could improve further.

Having such devastatingly effective mobile marketing tactics available at the local level is helping small businesses maximize their efficiency on tight budgets. For a relatively low cost, small businesses can quickly, reliably reach the widest audience they can serve, via a combination of in-app messaging, web ads, text messages, MMS and push notifications. 

So what next? With such sophistication already on display, where targeted mobile marketing could go now is anybody’s guess. Some mobile marketers are considering adjusting their services to allow for weather, which would let marketers better judge the prime time to pitch discounts. It might not be relevant to every business, but purveyors of ice cream or rooftop cocktails could really use knowing if it’s about to rain the moment they’ve sent their 50% discount coupon to hundreds of people. Other local data like traffic conditions may also begin to play a part in geo-location technology. 

The tools at our disposal allows imaginative approaches to marketing to flourish, unencumbered by technological limits. Nobody can say for certain what the next few years hold for mobile marketing - that’s why it’s so exciting. But if the rapid rate of change we’ve seen take place over the past decade continues, we can be confident that the mobile landscape of 2025 will look very different to the one we see today.

March 24, 2015

Is MMS the Next Big Thing in Mobile Marketing?

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Mobile marketing has proven more viable than its email predecessor, as consumers become more detached from their email and clients like Gmail implement new sorting features. Today, mobile devices are in almost every hand and most already have the ability to read SMS and MMS messages—yet, one question remains: which one is better?

Short Message Service (SMS) works similarly to a regular text message in that it can be sent peer-to-peer or from a mobile service provider, and appears to the user in simple text. There’s a limit, however, of 160 characters and all click links require the use of data by the end user. The upside is that these messages are fast, reliable and less expensive than their multimedia counterpart.

Multimedia Message Service (MMS) allows the use of images, animated .GIF, or short video and audio clips. Thousands of characters can be fit in a single MMS message, which provides better branding opportunities and higher high consumer engagement—boasting a 15% average click-through-rate and increased campaign opt-ins by 20% over SMS. 

Both of these mobile marketing tactics increase ROI by creating a direct line of communication to the consumer, building brand awareness and loyalty literally from the palm of the user’s hand. But as Zach Zimmerman of ePrize, the mobile marketing team behind Starbucks’ promo success, pointes out, “MMS is a tactic, not a strategy.” 

While the seeming advantage of MMS is presented in beautiful images, video and sound, the use of this service can be a financial money-pit if paired with the wrong message, brand, product or campaign—a number of things that have to be considered on a case-by-case basis.  

One huge drawback to the allure of MMS is its inability to collect important space and tracking data, which is easily available through mobile web landing pages, assessable through a click link in basic SMS messages. Moreover, MMS is not enabled on all mobile devices—yet. 

Upgrades and increased sophistication of these mobile marketing tactics are already underway. Developing platforms will allow brands to reach any phone, anywhere, anytime, from the iPhone5S to the Lumia. These media marketing companies are pushing the mobile frontier, and with clients like Ikea, Kellogg, Bloomingdales, Starbucks and major TV networks buying what these companies are throwing down, it’s only a matter of time before answering the SMS vs. MMS question will need to be answered once and for all. 

 

 

March 17, 2015

New App Helps Canadians Pay for Parking via Mobile

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Toronto, Canada drivers will soon have a new mobile option at their fingertips, one designed to make parking easier.  

The Toronto Star recently reported that Canadian smartphone users may use a new app to pay for parking in the city’s outdoor Green P lots.  

“City-owned Toronto Parking Authority unveiled a free app and said that, by the end of spring, motorists should be able to use it to pay to park — and remotely extend their time if needed — at all outdoor Green P lots that currently use ‘pay and display’ machines,” the report notes.

In today’s world, cities and municipalities in every shape and size are using mobile apps, iBeacons, and similar options to aid local residents in finding parking and paying for parking tickets. Since mobile apps are utilized to make innumerable familiar chores more convenient, it’s no surprise it’s extended to parking.  

The mobile app as well as cell phones and web browsers may be used to make payments, and signup is free. Registration is straightforward, and only requires a quick download and mobile number entry to receive and subsequently enter a verification code. The final step is creating a PIN number. The app is available wherever Green P Parking signs are found, i.e. non-gated, off-street parking lots all over the city of Toronto. 

Ticket enforcement officers check license plate number and payment standing after parking, and the only fee drivers pay is the normal parking rate. There’s no service charges or other fees associated with the app.  

"This kind of approach makes sense," said Mayor John Tory at a recent news conference held to unveil the app. "Our role isn't to fight the future, it's to embrace the future."

Tory also added that he believed Toronto  has been “frozen in time," and vowed that the city is set to use modern technology in its services. “I think we have actually ended up behind other Canadian cities in a number of instances and I am determined to see us where we should be,” he said, saying the app will give residents "the best possible parking experience."

The mayor also noted the app will “make lives easier for people in the city.” 

Green P Parking lets drivers know when their parking is about to expire, and allows them to add more time, whatever their current location. The credit-card based system is set to launch next year.