iOS 6 Software: A Boon For Mobile Revenue

by Amy Vale

Apple fans all over the world are waiting with bated breath for the release of the new iPhone 5. Images of the new device and snippets of information continue to be leaked, but there’s still some time before we’ll hold the latest iPhone in our hands. With a host of incredible new developments and features, the iOS 6 software has the potential to boost mobile revenue (in big ways) for publishers and app developers.

To begin with, the iPhone’s Siri voice-recognition technology is expected to undergo some massive improvements. The new software will allow users to launch applications and games directly from within Siri, thus opening the door wide for mobile monetization. As a result, we anticipate seeing more advanced functionality and features within apps in general, and in turn this will allow publishers and app developers to serve up in-app ads that are smart, engaging and relevant to users’ needs, and a better ROI on their marketing dollars.

The new software also plans to make significant changes to Facebook access and bring about more complete integration with other apps and device features across the board. Some of the changes will include accessing Facebook from within the iOS 6 platform itself-which will integrate seamlessly via Siri, the Notifications Center, status updates and more, so users can share their favorite apps across social networking sites. All of these updates in time will allow publishers and app developers to get more bang for their buck with the use of in-app ads and in-app purchases on the new iPhone 5.

As another example, Fly Over is Apple’s new map application, a 3D photographic model of cities in the same vein as Google Earth. Not only will this new app be a big feature of the iPhone 5, but the iOS 6 software has also fully integrated Siri into the rest of the device’s features so the maps are voice-navigation compatible. Apple has also wisely tied this into millions of businesses so it will be easy for users to get information or read customer reviews from, for example, Yelp while still using the map app. From publishers’ and app developers’ perspective, this feature could be a platform for new forms of mobile targeting.

The reports are also saying that new software plans to use geo-fencing technology to upgrade the phone call features of the iPhone. For example, users can be reminded to call a particular person when they have left or arrived at a particular location. It will be interesting to see how publishers and app developers leverage specific parameters of mobile targeting, including day-parting, geo-location, contextual keywords, device type and device feature, to serve up ads and boost clicks, impressions and revenue. Targeting isn’t the only path for monetization with this new iOS 6 software; we already know that video viewing and social networking on Smartphones are on the rise. In fact, eMarketer estimates that by 2016, more than 110 million Americans – or one-third of the total U.S. population – will watch video content on a mobile phone at least once per month. Perhaps we’ll see mobile ads served up on the iPhone’s hugely popular video-calling application – FaceTime.

Lastly, another great iOS 6 feature is a new app that lets users merge all of their passes and tickets into one location. Essentially, users can store their movie tickets, boarding passes and store cards in one single location. What’s more is that when users enter a movie theater, their movie ticket will pop up on the small screen of their mobile device. This poses a huge opportunity for publishers and app developers to serve up ads across iPhones that are specifically targeted and relevant to where users are located, what they’re doing and what types of content they prefer to engage with.

How can iOS6 create ongoing revenue streams for publishers and app developers? Is monetization a top priority for publishers and app developers leading up to Apple’s anticipated release of the iPhone 5? Feel free to tell us your thoughts here, or on our Facebook and Twitter pages.