Top mobile technologies to watch out for in 2013

I recently spoke with Mobile Marketer's Rimma Kats about 2013's top mobile technology innovations and why existing technology is here to stay.

You can read the full article below, as well as on Mobile Marketer.

Let me know what your predictions for mobile technology in 2013 are in the comments below.

Top mobile technologies to watch out for in 2013

Augmented reality brings content to life

It is evident that mobile has captured the attention of many top brands, and technologies such as QR codes and augmented reality have helped pave the way. Now, marketers are looking for the next big trend that will drive customer interactions and, ultimately, sales.

Mobile is becoming the go-to medium for many companies and marketers are integrating it into their day-to-day initiatives. In 2013, marketers must make a bigger investment into the space and look at new technologies to help develop deeper relationships with consumers.

“Mobile provides marketers a wealth of creative opportunities to get their messages in front of mobile subscribers – for example, geo-fenced advertising, scanable codes, Shazam, and interstitial ads on music and video apps,” said Tim Richie, vice president of North American sales and account management at Open Market.

“Ultimately, each of these technologies aims to do the same thing: drive consumers to action by putting a powerful message in front them when they are open to receiving it,” he said. “This trend and the technologies that support it will gain momentum in 2013, helping marketers deliver more value.

“Businesses are facing many technology challenges today – sharing data across systems and teams, managing multiple vendor solutions, and increasing user demands. This year, companies will look to consolidate systems, and leverage cloud-based solutions for cost savings and improved SLAs. Technology that is modular, flexible and enables a number of use cases will be most attractive to enterprises.”

Key message
To be most effective, marketers need to deliver a message that resonates with the consumer at a relevant time via the appropriate messaging channel.

The extent to which a marketer can execute on this objective dictates their success, per Mr. Ritchie.

Marketers should aggressively seek out flexible messaging systems that facilitate their communications to consumers across multiple channels.

“Over several years, marketers have struggled to identify how mobile fits into the marketing mix,” Mr. Ritchie said. “Initially, it was an interesting experiment, then Apple ushered in the age of mobile applications which became a key mobile strategy.

“Increasingly mobile has become a business-as-usual communication channel alongside more traditional communication and advertising methods,” he said. “The real growth in mobile adoption for businesses in 2013 won’t be sexy.

“Businesses will find ways to leverage mobile to replace or augment existing systems and processes to become more efficient and reduce costs."

Mobile payments
Last year, many were speculating that 2012 was going to be the year of mobile payments and near-field communication.

That proved to not be the case.

However, mobile payments and NFC are seeing a great outlook this year.

Mobile payments will no doubt play a big role this year.

Consumers are becoming more comfortable making purchases using their smartphones and companies such as Starbucks, McDonald’s and Dunkin’ Donuts are making it easy for consumers to order their favorite meals and beverages and pay for it using their mobile phone.

Furthermore, Apple has helped in making mobile commerce a success through its recent Passbook implementation, which helps build on loyalty.

"We should see more mass availability of mobile payments,” said Jeff Hasen, chief marketing officer of Hipcricket, New York.

“While its ridiculous to think that the mobile wallet will make cash extinct by Tuesday, businesses will successfully compete if they make the in-store buying experience painless through Square and the like,” he said. “The wallet hype will continue but is years from becoming a mass activity.

"Overall, mobile will get more of the marketing spend with those who succeed being more pragmatic than groundbreaking with brand new mobile products. SXSW will get lots of headlines, but it’s not the place to go to build a foundational mobile program."

Integrated experiences
According to Wilson Kerr, vice president of business sales at Unbound Commerce, Boston, 2013 will be all about mobile-triggered consumer interactions.

“Now that having an integrated mobile commerce site is established as essential, my prediction is that the next big trend will be around tracked mobile-triggered consumer interaction, at the point-of-sale,” Mr. Kerr said.

“Brands and retailers can drive incremental, secondary, add-on sales and tracked consumer engagement by tapping real-world mobile ‘triggerpoint marketing’ opportunities,” he said.

“QR codes mean adding mobile triggerpoints at point-of-sale is easy and economical. NFC will start to become ubiquitous in smartphones in 2013 and, as such, is something smart marketers are learning about now.”

While most brand and retailer marketing departments lag behind, consumers are thirsty for more ways to interact and engage via mobile.

“The potential of mobile is no longer the story,” Mr. Kerr said. “The story is now the day-to-day reality, regarding the fact that mobile is poised to drive the lion share of tracked consumer interaction and related purchases.

“PayPal saw a 250 percent increase in mobile payments in 2012 and expects to process $20 billion in 2013,” he said. “Additionally, 15 percent of all ecommerce in 2013 will be conducted via mobile and tablet commerce is growing faster than mobile did.

“A mobile site is no longer something that can be covered by a screen scraped derivative of an ecommerce site. Mobile and tablet commerce sites should be powered by an API ecommerce integration, so they can be distinct channels with distinct mobile marketing opportunities.”

Existing technology
This year we’re going to see companies take the technology that exists and make more use of it, per Vanessa Horwell, chief visibility officer of ThinkInk PR.

“I don’t think we’re going to see an explosion of NFC, but we’re going to see more utilization,” Ms. Horwell said. “Also the key things we’re going to see will revolve around data and analytics.

“We know that consumers are engaged, but how are businesses and marketers going to use that data?” she said. “They have to do something actionable with the data.

“That’s going to be the challenge for any types of marketers. Taking action with all that information. That’s a key thing this year.”

Black Friday About to Steal Cyber Monday’s Thunder Thanks to Mobile

By: Vanessa Horwell, Chief Visibility Officer

I’m about to date myself, but remember the “Happy Days” theme song? You know, “Sunday, Monday, Happy Days. Tuesday, Wednesday, Happy Days. Thursday, Friday”… you get the point.

Aside from the jingle’s addictive tune, it also had a point: every day was a happy day. There were no distinctions.

And despite all the marketing, retailing and consumer hoopla over the recently passed Black Friday and Cyber Monday – once billed as distinctly different days, one largely an in-store affair and the other mobile – the truth is mobile commerce has become an essential component to all types of shopping on any day of the week.

Happy now?

A recent infographic posted by Mashable along with an article on the holiday weekend underscores that point. Over half of in-store Black Friday shoppers, 58%, used their mobile phones to augment their brick-and-mortar buying. In addition, tablets of all sizes were getting in on the buying act too with iPads being the distinct frontrunner. Fully 88% of traffic to the mobile web came through iPads, garnering 10% of total online shopping.

But wasn’t online buying supposed to be on Cyber Monday or Mobile Monday as some pundits began calling it not too long ago?

Yes. But from a PR perspective, it’s entirely possible the names we’ve ascribed to these retailer do-or-die days are failing to keep pace with technological reality. Think about it. Even the term “Cyber” sounds so nineties and may need upgrading. Cyber, it turns out, (thanks to cyberspace) comes from the word cybernetics, first coined in 1948 by author William Gibson and his novel, Neuromancer, and was a prefix common during the early Internet. Today we have words like: cyber security, cyberbullying, and yes, cybersex.

The same type of misnomer applies to Black Friday too, which has morphed into nearly a two-month-long holiday in and of itself. Which, of course, is augmented by mobile. So whether we call them Black Friday, Smartphone Saturday, Cell phone Sunday, Cyber Monday, Tablet Tuesday, Web Wednesday, or Tech Thursday, mobile shopping and mobile price comparisons have woven themselves through each and every day of the week.

In other words, “Goodbye gray sky, hello blue [mobile’s here and you know it’s true”]

Tablets will soon be top, driving engagement and consumer relevance

This article originally appeared on Mobile Commerce Daily by Vanessa Horwell, Chief Visibility Officer of  ThinkInk on 06/12/12.

Make no mistake. The prediction business is a precarious game. According to the late astronomer-professor Carl Sagan, ancient Chinese court astrologers whose predictions proved wrong were executed. Less lethal are the quotes attributed to those who thought they knew what was coming but did not. I have been known to get a few wrong myself.

Whether it was Popular Mechanics’ no-longer-profound statement that “Computers in the future may weigh no more than one-and-a-half tons,” – an iPhone comes in at 4.9oz, an iPad under 1.5lb and my BlackBerry at 4.3oz – or BusinessWeek’s 1975 call that the paperless office would arrive before the close of the 20th century, both predictions, while bold for their time, could not entirely free themselves from the prism of their time.

In other words, envisioning a computer that weighed less than 3,000lb was impossible and the paperless office was as much inspired by Jetsons-era imaginings as it was based on the factual advance of the microchip.

Nevertheless, the guessing game continues.

Bet’s on
Marketers make predictions about mobile commerce’s 2016 dollar value, research firms postulate a laptop-less world, and the Kentucky Derby, Preakness and Belmont Stakes draw thousands of errant betters.

But if predictions are precarious, here is a safe observation I can make: when it comes to tablets and their ability to engage consumers and entice them with marketing messages, we have not even scratched the surface. Repeat, we have not even scratched the surface.

But since this article is about pushing the prediction envelope, here is a riskier call: in the tablet versus smartphone battle, tablets may ultimately win out as the go-to mobile Web interface and social media communicator.

There’s no denying that the tablet has had a rocky road, taking some 17 years to mature from the poorly received Newton Message Pad (remember that?) to having a category all its own.

But with the massive success of three iPad roll-outs over 29 months and competitors such as Samsung, Amazon and others locked in an aggressive game of catch-up broadening the consumer market, pushing their capabilities – retina display, Flash and NFC – tablets have become mainstream.

And like the modern smartphone whose arrival came shortly before it with BlackBerry in the late 1990s and the iPhone in 2007, the potential for marketers to reach and engage potential and existing consumers via tablets has never been greater – poised to have as great an impact on mobile marketing in the unfolding second decade of the 21st century as smartphones had in the closing years of the first decade of the new millennium.

On second thoughts, make that greater.

Tabulating the numbers
From what I can see, part of tablets’ success lays in the adoption rates – a fact, which began landing front-page ink and Google search hits back in January 2012.

One of my blog posts earlier in the year made note of the impressive statistic that in the span of a few weeks, the number of U.S. tablet owners nearly doubled to 19 percent from 10 percent. As it turns out, this was no Christmas gift fluke.

In April 2012 it was reported that global tablet sales tripled in year-over-year shipments. Some sub-groupings such as doctors saw adoption rates as high as 62 percent. Sound familiar?

Those were the same type of eye-popping data points surrounding iPhone purchases last October when just over a third of U.S. consumers owned one.

While it is important to remember that a tripling of anything is easy when you start with lower numbers, I do not think that is truly what is in play here.

Pardon the pun, but tablets have finally come out of their shells.

With smartphone adoption rates now at nearly half the United States population – and rising rapidly – consumers already expect high-speed mobile Web access. Tablets deliver a similar experience but deliver it better. Why?

Let us start with the larger screen that gives marketers greater “screen real estate.”

In other words, more space to engage and sell more stuff.

There are also indications that tablets, because of their larger size, ironically have greater market flexibility.

Apple might be today’s dominant tablet maker, but others such as Samsung continue to find their niche by designing so-called “hybrid devices” – smartphone and tablet combined.

The Galaxy Note, which launched in October 2011, is an excellent example.

While I am still married my BlackBerry because I can knock out articles such as this one with its miniscule 

keyboard in the back of a taxi or while I am between flights and so on.

As they say, old habits die hard but I am very close to committing device adultery. The device comes with a 5.3-inch screen, makes phone calls, stores music, runs Adobe Flash and comes with a stylus.

But the Galaxy Note is just the beginning.

Jablets, wablets, phablets?
So successful has Galaxy’s entry been into the “midsized” tablet market that a new term is rising up to define the industry segment. Enter the Phablet. And no, I did not just bite my tongue.

Phablet describes the combination of a phone and a tablet. These devices, being launched by HTC, LG and Huawei, are set to enter the market later this year and shipments are estimated to top 208 million units by 2015.

Their launch timetable may coincide with the rumored release of the “iPad mini” – another example of the specializing tablet landscape.

By contrast, smartphones are limited in their ability to adjust their size much further. Too small and the notion of hunting and pecking for touch-screen button and key strokes takes on a new, almost absurd notion. Any bigger and they bump into tablet turf.

“Tapping” into a whole new touch-screen audience
Referencing the term “midsized” tablet is reminiscent of the evolving family car.

Nearly all cars go from zero to 60 in similar-enough amounts of time, measured in second differences, offering similar performance, but nevertheless, the average size of the American car continues to grow, clipped only at brief interludes when high gas prices forced a downsize.

Arguably, cars got bigger because marketers could pack more amenities into a larger space and consumers soon expected the added room.

The technology under smartphones’ digital hood is no different than my car comparison and very similar to the technology behind the tablet.

iPhones have proven touch screen and retina display viable technology. But for marketers, a 3.5- to 4-inch screen space is no longer enough for customer engagement.

Tablets and phablets and whatever other names they will eventually be called bridge that gap while relying on the same anywhere and everywhere connectivity that 3G- and 4G-enabled smartphones presently deliver.

Already the National Retail Federation has found that nearly half (49 percent) of retailers say their tablet customers spend more per mobile purchase and account for 3.2 percent of Web purchases versus 1.5 percent for smartphone Web sales.

Think of tablets like digital shopping carts. Like cars, shopping carts have also expanded, along with aisle width, bricks-and-mortar square footage and the number of products per shelf.

Seen in this light, the digital shopping cart – the tablet – it is not surprising that half of retailers would report such findings.

Just imagine a 10th generation iPad that produces a three-dimensional holographic image of your favorite store. With the tap of a screen you can walk through an immersive environment of your choosing wherever you happen to be.

But before I leap into prediction mode, let us stick with the present.

If customer loyalty is all about engagement, then Apple’s 2048×1536 pixel retina display is critical. I have used it myself and agree with reviewers who describe its visuals as so rich and vivid that images appear “painted.”

While shoppers cannot gain a complete experiential marketing moment, touching and inspecting an item, nor has 3-D fully matured, but retina display, like HDTV, gets customers so very close to the actual bricks-and-mortar experience.

Combined with burgeoning Near Field Communication technology that promises a future of mobile wallets and location-based marketing via Bluetooth and WiFi – attracting shoppers when they are in-store or in proximity of a store – tablets are becoming a much larger picture – and screen – of the marketing landscape.

Future awaits – no matter how it is predicted to unfold
Back in September 1993, Peter H. Lewis, a writer for The New York Times, said this about the Newton:

“Apple promised too much and failed to deliver a useful device for everyday executive chores. 

[However,] the Message Pad practically hums with untapped potential, and six months…to a year from now it is likely to be a popular executive tool.”

Ha! Mr. Lewis’ prediction that the Newton tablet would be commonplace proved incorrect. But like the technology that began the tablet torrent 17 years ago, he was correct in his understanding of the device’s potential.

Almost a generation later and tablets are finally coming in to their own, un-tethered from PCs, laptops and, of course, smartphones.

For marketers and consumers, that is not a prediction – it is a fact.

Ultimately, predictions are not just made for the sake of it. Nor do they rely solely on existing technology. Predictions are a healthy amalgam of insight, foresight, facts and dreams. So was it foolish for BusinessWeek to envision the paperless office? No. It was quite daring.

The BusinessWeek article evaluated what was already possible in 1975 and extrapolated what was probable in the decades ahead.

In that leap-of-faith spirit, here is my final tablet truth: what tablets 2.0 – next-generation tablets – really need is for them to be as compact as today’s smartphones but be able to “unfold” to the size of a tablet.

Demonstrating what’s already possible, Atmel, a California-based semiconductor company, continues to promote its flexible touch screen technology, which uses thinner sensors than existing screens and has better battery life.

Such examples may not be the full realization of a Jetsons-style flying car that folds into a suitcase, but it is anyone’s guess – or prediction – of what is possible in the decades ahead.

As for me, I think it is an upgrade for which marketers should be on the lookout – before the still-hot traditional smartphone market folds. And I am not talking about in the flexible screen manner.

This article originally appeared on Mobile Commerce Daily by Vanessa Horwell, Chief Visibility Officer of  ThinkInk on 06/12/12.

Message Not Sent: Public Eager to Adopt Mobile Buying; Businesses Not So Much

For a three-word sentence, “Message not sent,” does a pretty good job at frustrating text messagers from completing and sending their digital thoughts. And when it comes to m-commerce, ‘M’ for mobile, businesses it seems, haven’t gotten the message either.

A new survey compiled by Empirix reveals a mixed message: 91 percent of American shoppers believed mobile buying for anything from airline tickets, to department store purchases, to all items in between by text message, email or smart phone app, will generally benefit their shopping experience, while nearly two-thirds of respondents expected an improvement in customer service via their mobile outlet.

But like a garbled message trapped in the Internet ether, fewer than half of businesses surveyed in several countries including the United States, the United Kingdom, France and Germany, said they’d be investing money toward establishing m-commerce networks. The US, which often plays second fiddle (or third, or fourth) to tech-savvy Europe, was a relative “winner,” with 41 percent of businesses saying they would. Better still; more than half of US businesses said they at least had a mobile strategy in place. By contrast only 14 percent of UK businesses were game for upgrading from ‘E’ to m-commerce.

Dealing with the digital disconnect

That’s where PR companies come into play. Playing the watchdog role for our clients means it’s our job to inform them when it’s time to enhance their business and marketing models, offering concrete mobile marketing suggestions and strategy. In short, just having a web page is so last decade. As seen on airlines, mobile onboard buying campaigns have really taken off. (Pardon the pun)

If airlines can be persuaded to the see the benefits of turning a jumbo jet’s cabin into a touch and click sky mall, then why not other businesses?

To be sure, an m-commerce-embracing public and a plugged in communications industry are only the first steps toward success. But they’re not bad starts. In Empirix’s press release on the study, Tim Moynihan, VP of Marketing cautioned companies against quantity of mobile initiative versus quality of effort.

“As more businesses deliver m-commerce applications to an increasing number of consumers, the risk of poor service increases dramatically,” he said. “Investing in an end-to-end service assurance program at the start of this journey will separate the winners from the losers.”

An “end to end service assurance program,” huh.

Sounds like the perfect job for us.