Automotive Industry Recognizes the Value of Being Mobile

by Amy Vale
Starting this week, we are going to be looking into different industries and how they are each using mobile or starting to recognize the advantages of mobile marketing. The best way to do this is by looking at some interesting examples of mobile campaigns that have been done. This week is auto dealerships and car sales. Big players in this industry, globally, have quite fully embraced mobile marketing to its full potential, using highly creative and innovative approaches incorporating both interactive apps and mobile ad campaigns.

A great example is Lexus - In Australia, Lexus rolled out the “Lexus CT City Challenge” app and a mobile ad campaign to generate widespread awareness and to increase purchases of their new CT 200h model. Their app (developed via a custom made 3D engine and featuring realistic physics, animation, sound effects and an original soundtrack, with a look and feel to match the Lexus brand) was a game that challenged players to take the Lexus car for a virtual “spin” on different courses modelled on Australia's capital cities. There was also a powerful incentive - a live playoff at a Motor Show with the winner receiving a brand new car. The app also cleverly incorporated a social media strategy – players could broadcast their scores across sites like Facebook and Twitter, challenging friends to download the game, or beat their scores.

To build awareness of the brand and to encourage people to download the app they also created a mobile ad campaign, which ran for 2-3 months across iPhones, iPads and iPods. Their “click-to-download” banners were displayed on popular mobile apps such as Words With Friends, Angry Birds, WeatherZone, and various mobile Web sites. The Lexus campaign was by all accounts, a highly successful marketing project, and the interactive app generated real engagement with the brand in the younger market.

Other automobile companies are also rolling out mobile campaigns to build brand presence and increase profit. Lincoln ran a holiday campaign, “Get more than you wished for” where consumers could learn more about the new MKZ car. A mobile site incorporated a video section where prospective buyers could watch a clip explaining the car features, and users could also locate nearby dealers by using the device's GPS and then contact those dealers for pricing and availability.

Volvo had also rolled out a mobile campaign, titled “Are you naughty?” with the catchy phrase, “There is more to life than playing it safe.” The mobile ad gives drivers and potential purchasers the opportunity to learn more about the all new Naughty Volvo S60. The ad also allows users to register to participate in “special driving events” across the country including a drag race which carries on the theme of “naughty” driving. This campaign is a great example of a mobile campaign fully embracing mobile and rebranding by appealing to a target audience.

As you can see, mobile marketing is a trend that automakers and car dealerships are really getting into. Lexus’ case is a great example of an innovative business that can see the value in moving into mobile. Volvo has also realized that mobile is the way forward for truly engaging consumers with the brand and provides the opportunity for great rebranding. Automobile is now very into mobile!

Mobile Banking Leads to Innovation

by Amy Vale 

Two big financial institutions have added a “mobile deposit” feature to their smartphone and iPhone applications to help consumers easily deposit checks via their mobiles. E-Trade and Chase bank have updated their mobile apps in order to cater to mobile consumers. In 2012 we can see that companies across different industries need to step up their mobile app and mobile web strategies to include more advanced features. Financial institutions have really shown themselves to be one of the leading industries in mobile marketing and mobile development. Others take heed! 


E-Trade, a financial institution that offers business investors online brokerage and banking service, added the feature after seeing approximately 17% of all logins happening via mobile. The company has mobile applications for iPad, Android and BlackBerry devices and are a great example of a developer really catering strategically to the wants and needs of their consumers as well as keeping right on top of the developments in the world of mobile.  


“Our strategy is to provide customers with the tools they need to manage their investments with whatever channel they choose to use,” said Eric Johnson, manager of product management at E-Trade, New York. “We are excited to offer our customers a more convenient way to manage their money with mobile deposits.” 


It is certainly convenient - to make a deposit you use your mobile device’s camera to take a picture of the check you want to deposit, you can then select the account to send the check to. It is as simple as that! 


In addition to the advancements to their iPhone app, E-Trade has made other additions to the company’s iPhone and Android apps. They are now equipped with complex trading options, streaming charts, CNBC videos and advanced search functions have been added to the Android app. Another example of a company that is using mobile deposits is Chase, who rolled out this function to their apps in 2010. 


We reported to you before that according to The Lafferty Group, a consulting company that does banking research, by the year 2029 most banking transactions are going to be done on a mobile device. This is a very important statistic for mobile developers and publishers. 


Financial institutions are already on board with advancements in mobile, but this kind of advancement in the mobile app world is not unique to mobile banking. Companies should be thinking on a larger scale about features they can add to their apps and mobile sites that will improve the user experience and put them ahead of the game. Mobile banking has become beyond the point of convenience for consumers and users now expect their banks to not only have mobile apps but have innovative features too. 

Will Smartphones Be Able To Read Our Minds?

by Amy Vale
Tech companies are predicting that in the next five years we will no longer need passwords, and mobiles will be able to do things without us actually using the touch screen because we will be able to control our smartphones and laptops with our minds. Sound crazy and futuristic? Maybe. But researchers at tech companies such as IBM are working on making these ideas a reality, and the tech giant is including this as one of its main ideas in its sixth annual "5 in 5" report, five technologies "that have the potential to change the way people work, live and interact during the next five years."


Mind reading technology, known as bioinformatics, has already existed in simple forms including the work of toy makers and engineers for example the designing of headsets with advanced sensors to read electrical brain activity that can recognise facial expressions, excitement and concentration levels. Now, companies are working on mobile devices that you can control with your mind. For example, rather than having to tap on a touch screen or through a series of buttons to place a phone call, if the designs become a reality we may need only to imagine calling someone and a mind-reading phone will be able to make the connection and dial the number for you. This takes the smart in smartphone to a whole new level!




An example of this sort of technology and biometric data is already hitting the mobile mainstream with facial recognition applications. According to Samsung, the Galaxy S II and Galaxy Note smartphones are in for an update in 2012 to Ice Cream Sandwich which has a unique app called Face Unlock that uses facial recognition technology to unlock the phone. When you press the power button, the front-facing camera on the phone activates and scans your face through recognition software. If your face matches the one used to setup Face Unlock, the phone is unlocked. Despite the criticisms of the app, that it can be finicky and flawed, the new software is a sign that we are moving toward more bioinformatics in mobile.




"Your biological makeup is the key to your individual identity, and soon it will become the key to safeguarding it," IBM said. "Imagine you will be able to walk up to an ATM machine to securely withdraw money by simply speaking your name or looking into a tiny sensor that can recognize the unique patterns in the retina of your eye. Or by doing the same, you can check your account balance on your mobile phone or tablet."




This has the potential to fundamentally change the way we use mobiles, and in fact all technology. If IBM is correct and mind reading technology is on its way, we may have to prepare for a mobile revolution – but maybe they already know this if they can read our minds.

New Years App!

New Years App!

by Amy Vale

Now that the holidays are finished, I have been reflecting on all that has happened this past year. If I had to name it, I’d call it “The Year of the App”, and I thought it would be interesting to take a look at what were voted the best apps of 2011 to see what we can learn from them.

Time Magazine’s list is comprehensive, so I have chosen one from a few of the main categories. In the travel category, Kayak has been named as one of the top apps. One app covers a broad range of functions. It lets you compare flight, hotel and car rental deals, and even book a hotel through the app, track your flight status, view and manage your trip itinerary, look up baggage fees and even access airline numbers and airport information. The app has been getting mixed reviews but its success stems from the fact that it has brought together so many different aspects of travel planning and booking.

In the Lifestyle category, you cannot go past the Amazon app. It lets users connect to their account with the swipe of a finger, fill your shopping cart or track the status of recently placed orders. The app also allows you to scan any barcode to search for comparison prices, or snap photos of a product and quickly find it on the web.

We could not complete a 2011 list without Kindle. Remember when you could only access Kindle’s library through a kindle? With the introduction of the free Kindle app, you can buy and read any e-book available on Amazon.

My personal favourite is the Skype app. It uses your phone's data connection to make free calls to other Skype users over Wi-Fi networks or even simply a 3G connection. Together with low-cost international calling plans and built-in instant messaging you've got a brilliant all round communication app.

These four apps took the mobile world by storm because they transformed the way in which people used their mobile device, smartphone or iPad. They provide a service that is convenient, desirable and relevant. Whether it is accessing free e-books, making free calls, comparing a flight deal or booking a last minute hotel, these apps exemplify how people are now turning to their mobile devices for ease and convenience of everyday living. We would even go as far as to say that apps are taking over from other websites, and soon people will rely solely on their mobile apps for everything.

Banking on the Go!

by Amy Vale 


Remember the day when you had to physically go into a bank to transfer funds between accounts or make a payment? What about the days when you had to go home or to the office to use the computer to get a transaction history? 


We all know by now that the mobile space is hot, and mobile banking has enjoyed basking in the heat. Twenty of the top fifty financial institutions in the U.S. had already implemented mobile banking by 2008. In 2009, this number grew by 25%. By January 2010 the growth seemed to have slowed down. Surprisingly, not all banks today have jumped onto the mobile bandwagon. Considering the data now emerging, we have to wonder why some banks and financial institutions are not embracing the mobile market, not least because it is the way we seem to be moving forward.


According to The Lafferty Group, a consulting company that does banking research, by the year 2029 most banking transactions are going to be done on a mobile device. This is an astounding finding! What’s more, is that a new survey from ING DIRECT found that nearly half of Canadian and U.S smartphone users (49%) expect to do banking from their mobile device in the next 12 to 24 months, and this number grows to 64% when looking at the younger population, those aged 18 to 34. What we are seeing is that the younger generation is leading the way forward with mobile banking and the growth of the mobile space in general. 


Overall, the adoption of mobile banking is a great thing for customers. Having the ability to perform most important banking functions while sitting outside with a take out coffee and your mobile in your pocket, especially important tasks such as getting an instant balance inquiries or transaction history, two key ways to avoid overdrafts and prevent fraud. It's also easy to understand why banks are fans of mobile banking. Not only is it a way to appeal to a younger demographic, who don’t want to have to visit the bank, but it also means less customer traffic in the branches, allowing banks to cut costs and keep fewer branches open.


So, for those banks that are mobilized, what is working and why? According to MM&T, some 66% of those people who have done mobile banking in the last 12 months have used their bank’s mobile app, compared to 34% who simply use their smartphone browser to reach the bank’s website. Apps are the way to go. Citibank has even gone a step further, having created three separate mobile apps; one for iPhone and iPad, another for iPod Touch, BlackBerry and Palm smartphones, and a third one for the other kinds of basic cell phones.


The mobile banking boom points further to the fact that we live in a time where convenience at your finger tips (literally) is now a requirement. Not just banks, but all retailers and publishers must see that the mobile world is huge and is only getting bigger and bigger. 

The Benefits of Rich Media in Mobile Advertising

by Amy Vale

Publishers often ask us “what is the real benefit of rich media mobile advertising?” Some people aren’t clear exactly what it is, so we thought we would give you the rundown. It is important for you to know about rich media so you make an informed decision when choosing which multimedia features to include in your mobile advertising campaigns. We think it is vital to get on board the rich media bandwagon.

Rich media allows multimedia applications to be encapsulated in different virtual mobile contexts, including mobile Web browsing or mobile applications. It offers multimedia experiences to users that go beyond simply displaying text, static pictures and animations or video. It allows users to enter media elements, for example, ad banners by extending them across the page, creating a larger surface area for the display of information and interaction.

And, what are the benefits? Rich media advertising offers the advantage of creating an exciting user experience and the ability to convey information to the user more effectively than conventional display advertising. A format characterized by the use of sophisticated graphics, animation or streamlining video provides an immersive user experience, enabling advertisers to effectively reach consumers and inspire interaction with the brand. One of the other major selling points for rich media units is that they allow users to interact with the ad without having to leave the app, rather than clicking through to a mobile browser.

Agencies and publishers love the attractive and eye-catching features of the rich media advertisements, and this has shown to result in higher interaction and conversion rates than standard mobile banners, facilitating user interaction and brand engagement.

Research now shows that some major US retailers have experienced massive increases in click-through rates when switching to rich media mobile advertising – take for example, a 357% jump seen by a popular luxury auto manufacturer, a 455% increase for a quick service restaurant and a 214% upswing seen by an athletics manufacturer. The statistics are convincing!

Other benefits for consumer user data that have been identified include:
• Features like expandable banners are effective in collecting consumer responses.
• Consumers have the flexibility to switch between rich media and the core content.
• Customer engagement can be measured at all times regardless of exposure or interaction.
• It can also help publishers gain insight into user behavior.

The huge rising in the popularity of the tablet represents an even bigger opportunity for rich media because of the larger screens and ability to interact more easily with ads. Have a chat to one of the experts at Mocean Mobile who are helping some of the biggest content producers all over the world maximize revenue through mobile.

Explosion of the Tablet - Watch Out!

by Melissa Michael 

Research is showing that just 18 months after the introduction of the iPad, 11% of adults in the United States now own a tablet of some kind. What is more, like we have said before, Forrester research estimates that tablet sales in the U.S. are expected to double from 26 million this year to more than 50 million in 2012. Never before has something taken off this quickly and expected to double in such a short space of time. With such rising popularity, it has become essential for businesses to discuss and implement mobile strategy, however we are now seeing that mobile strategy is not a one size fits all approach. It is important to understand how each device is used, and who uses it, to best develop a mobile strategy.

Smartphones and tablets are similar in many ways. Both have touch screens and apps, and in most cases they even run the same operating systems, however the two mobile devices are also very different devices when it comes to how people use them.

Here are some of the facts: more than 84% of American adults own feature phones , 38% of those people own a smartphone. Smartphone owners use the devices in a variety of situations but most commonly rely on their phone throughout the day, at different times, and for a few minutes or seconds at a time. Some of the most common situations are while shopping, commuting or waiting in line.

Compare this with tablet users. Most people use their tablet at home as opposed to ‘on the go’ like a smartphone. According to a Nielsen report, over half the time people spend using tablets occurs in bed or watching TV. We see that usage peaks early in the morning and in the evenings. Tablet users are more likely to utilize the device to access books, TV shows, movies and magazines. Tablet users are therefore relying on their mobile device for longer periods of time each use, as opposed to smartphone users who utilize their device often but for short bursts of time.

So, now that you have a better understanding of how a person uses the two mobile devices, what does this mean for mobile strategy?

One important lesson we are being told is that we need one product for the person who’s on the go and seeking information related to their locations, and you need another product for someone unwinding at home after a long day. Everything from the site, the type of text used, an app with text, display and rich media advertising may differ depending on which device it has been created for.

The data shows that you must have different strategies and truly different products to serve the needs of smartphone and tablet users. Examine your own tablet and smartphone audiences and really think about who uses it, and how it is being used.