The 8 sources of customer value in mobile apps and marketing

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When I recently ran a webinar series for Ketchum on Tapping the Power of Mobile, our second session focused on running successful mobile campaigns. Perhaps the most important thing that companies and agencies delving into mobile marketing need to understand is that there must be real value for customers and consumers in order for the campaign to have any success. There is an enormously deep and broad pool of mobile apps and services available, and brands will only get a look-in if they are genuinely creating value. Only at that point is there any chance of marketing value being created.

Below is a summary of the 8 sources of customer value in mobile. Any campaign that has any chance of success must be creating strong customer value in at least one of these spaces, and possibly several.


Here are examples of the 8 sources of value.
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9 great ways to make the iPad a useful work tool: structures, setup, apps

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When I posted a little while back about using an external keyboard with the iPad, I promised to share how I use the iPad for work.

When I bought the iPad I found it quite frustrating for a while in trying to use the iPad as I wanted, but I managed to work it out, and some of the elements that were missing at launch have been put in place. Here is what I have learned and how I use the iPad for work. I’m keen to hear what others have learned, as I’m sure there are plenty of other great tips.

1. External keyboard.
To my mind an iPad is of very limited use, almost a toy, without an external keyboard. I am sitting in an economy seat on an airplane right now, able to pull out my iPad and immediately write a blog post, respond to email, make notes in my to do list, or work on a client report. It is a fully functional work device. For more on this see my post The REAL transformative package: iPad plus wireless keyboard.
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SkyNews interview on future of tech: Cloud, Privacy, Big data, Reputation, Death of newspapers

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Last week just before I flew to China I did an interview on SkyNews Tech Report about the future of today’s technology.

Topics we discussed in the interview include:
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6 uncertainties that will shape the future of mobile operating systems

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Yesterday I completed co-presenting the three-part Ketchum webinar series on Tapping the Power of Mobile. The feedback was excellent, with record audiences of Ketchum clients and staff for the series. Here is an overview of the content we covered over the three webinars.

The final session was on Where Mobile is Going, which looked at the mobile industry landscape, as well as the implications of emerging technologies such as 4G and LTE, next generation augmented reality, NFC and mobile payments, new interfaces such as video glasses and pico projectors, mobile sensors, and far more.

I began by looking at the mobile operating system landscape, showing the forecasts recently made by Gartner, as below.

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Global mobile market shares: who’s winning

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In preparing for the Ketchum Webinar Series on Tapping the Power of Mobile I wanted some data on international differences in mobile operating system shares. I was just about to begin compiling some data from StatCounter when my co-presenter One2One CEO Simon Noel pointed me to a visual created by iCrossing who have done a very nice job of it already.


Click on the image for full size

A few things stand out from this data:
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Keynote speech in Beijing on How Technology is Transforming Business

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In a few weeks I will be in Beijing to give a keynote to the Australian Institute of Company Directors (AICD) annual Company Directors conference. AICD has usually held its annual conference in Australian cities, but when in 2007 it held it in Shanghai they actually had far more attendees than usual. This is now the second time the conference has been held outside Australia, and it promises to be an outstanding event. Of course one of the great things about holding the conference in Beijing is that it exposes the directors of Australia’s leading companies to new horizons if they have not previously been actively engaged in China.

Here is a brief description of my keynote:

How Technology is Transforming Business
The rise of our connected world is transforming business, from how consumers buy and build relationships with companies, to the structure of the supply chain and the nature of global competition. Directors need to understand the emerging technologies that are changing business today, including the dramatic rise of mobile, the power of cloud computing, new elements of the media and marketing landscape, and user-driven computing. Establishing a framework for innovation-led governance enables companies to best take advantage of these shifts.

I will share some of the content I will be covering closer to the time.

Future of Retail: 10 powerful trends and 1 meta-trend

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I have just come across this – an excellent resource from PSFK on the Future of Retail.

PSFK presents Future of Retail report

View more presentations from PSFK

The report covers 10 major trends:
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Ketchum Webinar Series: Tapping the Power of Mobile

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Mobile is shifting to the very heart of media and content. As such, in delving into the future of media over the last few years I have had an increasing focus on the mobile landscape, how to tap its potential, and where it is going.

Starting today, I am co-presenting a three part webinar series on Tapping the Power of Mobile run by leading PR firm Ketchum. Here is an overview of the three sessions, which slices the hefty amount of content, case studies, and insights we will be covering into segments that are each self-contained, but together provide a great foundation for creating value from mobile marketing.

Below is the full description of the webinars, which are for clients and friends of Ketchum, primarily in the Americas and Europe given the session timing. Contact Maegen Noble (see the bottom of the post) for further details.

I’ll share a couple of the insights we cover in the webinar series on this blog along the way.
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Risks to Gartner’s smartphone forecasts: will Microsoft beat Apple, Nokia execute, and Samsung fail?

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Gartner has just released some very interesting forecasts for smartphone operating system sales until 2015, as below.

In an nutshell, they predict that in 2015 Android will take almost half the market, at 48.8%, and that Microsoft will overtake Apple, with 19.5% share compared to 17.2% for iOS. Nokia’s Symbian platform will fade to virtually nothing, while Research in Motion’s Blackberry will decline somewhat in market share to

The most interesting commentary I’ve seen so far on these predictions comes from Horace Dediu at Asymco, Kevin Tofel at GigaOM, and Larry Dignan at ZDNet.

To take just a few of the many things that could be said about these forecasts:
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The coolest iPhone4 case in the world?

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At Christmas my darling wife Victoria, who knows me well and has great taste, gave me an awesome case for my iPhone.

It fulfils several functions:
* It prevents dropped calls from the iPhone4 ‘death grip’.
* It is solid enough to protect from being dropped or thrown by our 18-month year old daughter Phoebe, who loves playing with apps on the iPhone but also occasionally tosses the device around.
* It adds to my street cred – whenever I pull out my phone at a geek event the case attracts a flock of admirers.


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