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Archive for July 2011

mHealth Revs Up Toyota Technology | Mobile Marketing Watch

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Posted on 26 July 2011

Ford is no longer the sole automotive company looking into mHealth technology. On July 21, 2011, Toyota presented plans for a vehicle that could detect electrocardiography (ECG) in order to monitor a driver’s heart rate.

Unlike Ford’s hands-free design, Toyota’s ECG technology would be based on driver contact with the steering wheel, where the sensors are located.

After the driver has activated these direct-contact sensors by maintaining hand contact with the wheel, any abnormal information is recorded via a single-lead ECG signal. This information is then transmitted to a display that alerts the driver to any symptoms that might require medical attention.

In addition to indicating immediate health issues, Toyota intends for this new technology to serve as a daily checkup for drivers, which would alert them to any irregularities that might pose serious health problems in the future.

Heart monitoring technology is one of the many developments that Toyota is utilizing to expand driver safety outside of the typical airbag or skid control technologies present in today’s vehicles. Therefore, by implementing plans for including mHealth technologies within vehicles, both Ford and Toyota are taking steps toward creating a product that is responsive to consumer needs and safety concerns.

via mHealth Revs Up Toyota Technology | Mobile Marketing Watch.

Written by Kees Winkel

July 27, 2011 at 17:47

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The pressure to price apps right – Luxury Daily – Columns

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By Mike Truskowski

The honeymoon of the mobile application industry is over. The fight for users – and the challenge of building a sustainable flow of money from them – has arrived. And it will only get tougher.

Raise your hand if you have a smartphone. Now think about your friends, family and colleagues. More hands up, right?

The popularity of these devices has ballooned from 9 percent of mobile phone sales in 2009 to a projected 50 percent by 2013, according to Gartner.

Hardware manufacturers and service providers are having a great time trading up their users to higher-margin handsets and contracts.

But perhaps the greatest untapped opportunity afforded by the smartphone revolution belongs to a third party: the providers of mobile apps and mobile content.

In the balance

With only one small screen to navigate, the mobile user is a captive audience. However, as the number of competing platforms, channels and applications grows, and the fight for consumers’ attention intensifies, turning a mobile app into a sustainable, profitable venture will become increasingly difficult.

Will ad revenues alone be enough for app backers to achieve this sustainability?

For apps built around the freemium model, how will developers know and establish the right balance between paid and ad-supported users?

Where firms do decide to charge for their software, content and other features, what will the most successful pricing models look like?

Those are just a few of the fundamental questions facing someone who wants to make money with apps.

In 2001, our firm explored the challenges of selling content online. Back then, those who were brave enough to put a price tag on their offering based their decisions more on “gut feeling and guesswork than hard data.”

Read more at The pressure to price apps right – Luxury Daily – Columns.

Written by Kees Winkel

July 27, 2011 at 11:56

Mobile App Development: Tools That Help Developers Digging For Gold

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On the 5th of May, I posted an attempt by XXX  to answer the question XXX. Now lets see what the same research group thinks about ‘Mobile App Development: Tools that help developers digging for gold’. 

26 July 2011
By Egle Mikalajunaite

With the smartphone app market continuously growing it has become standard business practice, especially for media, consumer goods, automotive, and food companies to develop their own applications and benefit from a new channel to public and consumers.

Both publishers and developers taking up an app development project face a list of challenges, including, but not limited to:

  • High costs: App development services tend to be costly, especially for more customized, complex apps. Firms must decide whether it’s better to develop apps in-house or outsource them to an external specialized developer. It’s also worth considering regional differences in app service charges, and what additional costs offshoring might bring.
  • Reach fragmentation: Even more, with growing market fragmentation where Apple’s iOS is no longer the sole platform, it is not enough to have apps adapted to a single platform. To reach as wide as possible a user base companies often need to consider multi-platform development, which significantly increases expenses, and prolongs time to market. Companies need to decide on what platform to start with and how many platforms to cover.
  • Time to market: Developing a complex app for multiple platforms with a foreign developer can take 6-12 months, or even more. There are a variety of approaches that could help to reduce time to market. Developers in emerging markets tend to be cheaper but slower. Some developers are more experienced on multi-platform developer, whereas others have a better industry oriented portfolio.
  • Unmeasured risk: Many small, or medium sized companies, that have never published an app, have a very vague idea of what challenges arise in app development. It makes sense to consider a variety of ready-made white-label solutions, that have already been market tested, and often come with app distribution and management support

Key challenges in today’s smartphone app development market

Solutions for these challenges are not easy and depend highly on companies’ needs and motives for developing a smartphone application. Understanding the market helps companies to make the right strategic decisions.  (Find more in our new report The Market for Mobile Application Development Services” that gives answers to these questions.) To ease these challenges, tools that help to reduce application development cost, time to market and risks have poured into the market.

Solution tools for these key challenges

There are two main categories of those tools: industry specific and multi-platform development tools.

  • Industry specific white label solutions: Most companies that want a mobile application for marketing purposes and to have a presence in the smartphone ecosystem, do not need sophisticated software. They do not have in-house app development resources and outsource such projects. However customised app projects can cost tens to hundreds of thousands dollars per app. Many of these companies could make use of emerging industry specific solutions that come as white-label applications. They include a standard set of functionality and sometimes content, that represent common mobile use cases of a specific industry. Such solutions claim to reduce app project costs by as much as 90%, and reduce time to market from 3-6 months to 10-20 days or even less.

Based on our in-depth overview of  almost 40 white-label solutions, nearly 1/3 of these target such general marketing needs, followed by companies focusing on news and information, those selling goods via smarthpone apps and other common use cases.

  • Multi-platform development tools: Both in-house developers, and outsourcing companies, need to reach customers on multiple platforms. Developing separate customized applications for each targeted platform is costly and inefficient. A group of software vendors have tried to overcome market fragmentation problems by offering a variety of cross-platform development tools, aiming to ease the app migration process. Offering various combinantions of native and web app development, these tools claim to reduce the costs of additional applications by 80%, in addition providing app distribution and management services.

Despite the growing supply, the tool market is still in its nascent stage, and solution capabilities are relatively limited. Nevertheless, developers and potential app publishers already have quite a number of products to choose from. However, the majority of those tools make use of web-development technologies.

The mobile app development tool market

Naturally, growth of HTML5 and increasing web-app capabilities have reduced the need for native development, and companies with lower requriements will surely make use of these alternative app development approaches. In many cases it is worth while to give up a certain level of quality in order to reduce development costs. But for those targeting excellent user experience, and building successfull outstanding apps, native development will be the way to go at least for the next couple of years. Similarly, white-label apps will play a role only for long-tail apps. They particularly target small to medium-sized companies, who could not make it to the market otherwise.

The market for mobile application development services

The mobile app development service market is today already twice as big as the app download market, and will continue to grow over the next couple of years, wich presents a unique opportunity for mobile developers to get a share of the US$100 billion market.

Read our new report “The Market For Mobile Application Development Services“ and prepare yourself for the market with information about regional average daily rates, profit margins and development periods, insight into how to reduce outsourcing costs and tips on which platforms to choose for the best business opportunities.

 

The report includes:
1. Demand for mobile apps (now and in the future)
2. Average project size, daily rate, margin and development period (by regions)
3. Market size (now and in the future)
4. Costs for outsourcing
5. Cost reduction for development
6. Multi-platform solutions
7. Main customers
8. Platforms with biggest demand for apps (now and in the future)
9. Key trends and barriers to market (now and in the future)
… and much more

Click on the report cover to find out more:

 

 


The report will help IT service companies, app developers, app publishers, app store providers as well as consultants to access the market strategically.

It features 38 industry and 25 multi-platform app development tools that help to reduce development cost and time.
– Click here to preview the report and read the table of contents.
– To get further information about the report please call us (+49 30 60 989 3366) or write us an email.
– To get a one-on-one discussion with a research analyst please write an email
.

Written by Kees Winkel

July 26, 2011 at 15:32

Struggling RIM Makes Powerplay in Mobile Video Editing with JayCut Acquisition | Mobile Marketing Watch

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On the same day that the world learned of Research in Motion’s plan to layoff 2,000 workers as a result of the financially downtrodden BlackBerry-maker’s latest cost-cutting endeavor, the company is still laying the groundwork for future growth by improving upon the bells and whistles offered by their otherwise lagging suite of mobile products.

On Monday, Research In Motion (RIM) announced its acquisition of JayCut, a video editing company based in Europe.

“Today we are pleased to announce that JayCut has joined Research In Motion (RIM). We’re excited that the JayCut team is bringing their expertise in video editing and cloud-based services to the BlackBerry platform,” RIM’s CTO, David Yach, said on the company’s blog.

Financial terms weren’t announced, but the company scooped up by RIM isn’t a giant by any stretch of the imagination.

JayCut is a seven-employee outfit headquartered in Sweden.

JayCut, however, has become a credible and very successful provider of a free video editing platform. RIM says it will tap into this platform as a means to boost the attributes offered by its BlackBerry PlayBook tablet.

“By working with JayCut to add video editing capabilities to the BlackBerry platform we can further enrich our customers’ multimedia experience with BlackBerry,” Yach added.

via Struggling RIM Makes Powerplay in Mobile Video Editing with JayCut Acquisition | Mobile Marketing Watch.

Written by Kees Winkel

July 26, 2011 at 15:12

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JOURNALISTS NOW USE TWITTER TO GAUGE THEIR SUCCESS

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This article titled “Journalists foster online communities” was written by Roy Greenslade, for guardian.co.uk on Thursday 21st July 2011 11.05 UTC

Community “management” has become an essential online journalistic skill, according to a survey into digital trends.

Evidently, an overwhelming number of editors and reporters now engage with their online audiences, and also manage them, within their own websites and also through other social media sites.

That’s one of the main findings of the third Broadgate Mainland digital trends survey, which was conducted among 100 British financial and business journalists.

It found that 81% of respondents are engaging on a regular basis with their digital readers, thus fostering online communities.

Among other findings:

* Twitter has grown in popularity over the past year, with one third to half of all journalists using it to monitor conversations, researching stories and chatting with friends and colleagues.

* The number of hits a story receives has become the most popular measure of success among journalists.

* Email remains the preferred method of pitches from PRs. Just under a fifth of journalists prefer speaking on the phone. Not one journalist said they would prefer to be pitched at through Twitter or LinkedIn.

Source: BroadgateMainland For a full copy of the report, email digitaltrends@broadgatemainland.com via PSFK: http://www.psfk.com/2011/07/journalists-now-use-twitter-to-gauge-their-success.html#ixzz1T9M578vJ

4 reasons why Twitter dropped the geo-ball and Foursquare picked it up

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Interesting stuff via TNW:

I’m calling it – Twitter has officially dropped the ball on location.

Eighteen months ago I went out on a limb saying that Twitter was the best social platform for a wide range of possible geo applications, saying that location was “in Twitter’s DNA”. Looking back, I still believe that I was right, and that a year and half ago Twitter was best positioned among the competing players – Apple, Google, Facebook and yes, even Foursquare – to be the platform of choice for location apps.

Today, however, I’m calling this a huge missed opportunity for Twitter.

Now, it’s true that there are probably millions of geo-tagged tweets per day, and on the surface, that would seem to point to a vibrant geo platform, but the reality is, that the geo information on those tweets is at best an afterthought for most, when – if Twitter had played its cards right – location could have been an integral aspect of the Twitter experience.

So let’s look at some of the areas that Twitter location has failed to live up to its potential:

Static vs dynamic location

Yes, Twitter has “geo” data, but a large problem – and one that it should have pushed its users more to adopt – is that many people simply provide a “home” location at the city or state/province level and do not have geo-tagging of their actual location enabled.

Of course, that is the user’s prerogitive, and as Twitter is almost completely an open network, it makes sense that many users – the majority of who are still very wary of location based services – would feel uncomfortable sharing out their location all the time. That said, Twitter had the opportunity to user in a sea change in these attitudes, but for whatever reason, it was content to not push the acceptance of geo-tagging within its service.

via 4 reasons why Twitter dropped the geo-ball and Foursquare picked it up.

Written by Kees Winkel

July 24, 2011 at 12:46

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Men Still Lead the Tablet Revolution – eMarketer

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Women more likely to own ereaders

Purchases of ereader and tablet devices continue to climb. eMarketer estimates a 60% surge in the number of ereaders and a 178% jump in the number of tablets bought this year. Looking in depth at ereader and tablet buyer demographics shows a gender division has taken shape in terms of tablet vs. ereader ownership.

Since the early days of tablets and ereaders, adopters have tended to be young, high-income adult males. As the market has matured, an older consumer base has also demonstrated an appetite for the devices. Young adults continue to hold their ground, though, and men remain ahead of women.

April 2011 research from GfK MRI found that men were 24 percentage points more likely than average to own a tablet, while women were 19 percentage points less likely than average to do so. Men overindexed less strongly on owning an iPad specifically. Women, meanwhile, had a much stronger propensity to own ereaders, especially a Kindle or Nook.

Bizrate Insights and Forrester Research echoed the tablet findings. They surveyed online buyers—the majority of whom are women—about their tablet ownership levels. While they found that most tablet owners were women, this was only because of the high preponderance of female online buyers overall. Male online buyers were actually more likely than females to have a tablet.

The survey pinpointed 44 as the average age of male and female online buyers who owned a tablet, and found that 60% of online buyers without a tablet who planned to purchase one within 12 months were women.

Tablet and ereader adoption by middle-aged consumers suggests that tablet and ereaders are reaching another stage of market maturity. Rapid growth implies that there is room for both product categories in the mobile device marketplace. eMarketer expects 24 million US consumers to have an iPad or similar device by the end of 2011.

Keep your business ahead of the digital curve. Learn more about becoming an eMarketer Total Access client today.

via Men Still Lead the Tablet Revolution – eMarketer.

Written by Kees Winkel

July 23, 2011 at 14:45

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