Augmented reality ads on the rise around Europe | Science & Technology | Deutsche Welle | 18.01.2011. On Tuesday, the American pop band Black Eyed Peas released a new ad campaign to help promote the band's latest hit single: "The Time (Dirty Bit). " In their recent music video, lead singer will.i.am points a Blackberry PlayBook at a billboard showing a videogame version of himself, and out pops a 3D hologram of the character who proceeds to monkey around the skyscraper.
What was a special effect in the music video became an iPhone app, which allows users to mimic this augmented reality experience. "Technology has finally caught up with our imaginations," wrote will.i.am on the band's website last year, when the song debuted. "[Our album] is symbolic of adopting these new technologies, such as augmented reality. " Bringing the virtual world into the real world This new ad campaign is just the latest example of augmented reality as a rising technological tool that takes the world and combines it with a layer of virtual information glued on top of it.
AR is big business. Why Location Is About More than the Check-In. The check-in got a lot of press in 2010 although it was still an activity limited to early adopters, with the Pew Internet & American Life project reporting in November that just 4% of US internet users participated in location-sharing services. Like social networking on mobile devices, location-based services are still in their infancy. eMarketer projects the number of mobile social network users will more than double between 2010 and 2015, and adoption of location-based services will rise with it.
“Savvy marketers know there is more to geolocation than just the check-in and immediate proximity to the consumer,” said Noah Elkin, eMarketer principal analyst and author of the new report, “Beyond the Check-In: Best Practices for Location-Based Marketing.” “Location services enable marketers to deliver a compelling offer when consumers are near the point of decision, yet they also help marketers understand the context of their target audience—their intent and state of mind.”
Mobile Commerce: 2,4 Milliarden Euro mit Apps. Digital Eine positive Zukunft sagt Mücke, Sturm & Company (MS&C) mobilem Shopping via Apps voraus. Bis 2015 sollen die Verkaufsumsätze innerhalb von Applikationen auf rund 2,4 Milliarden Euro anwachsen, so die "In-App-Sales-Studie", die Ende Januar auf dem Branchentreff M-Days in Frankfurt vorgestellt wird.
Bereits 2,5 Prozent des gesamten, deutschen E-Commerce-Umsatzes von 17,1 Milliarden Euro in 2010 entfällt auf mobile Umsätze mit Smartphones. Für die kommenden fünf Jahre rechnet das Beratungsunternehmen mit einem jährlichen Wachstum von rund 45 Prozent bei den In-App-Verkäufen. Allerdings warnt MS&C davor Apps nur zur direkten Umsatzsteigerung einzusetzen. Mobile Commerce: 2,4 Milliarden Euro mit Apps Artikel bewerten Vielen Dank, Ihre Bewertung wurde registriert! Sie können leider nur einmal pro Seite bewerten. Ihre Bewertung wurde geändert, vielen Dank! Six Smart Business Uses for the iPad. High-end customers have high-end demands. Following a recent private viewing of the Burberry collection at London Fashion Week, in-store customers were given access to buy the collection immediately through a custom-built Burberry iPad application. According to Burberry, the app “creates luxury customer purchasing experience,” as well as allows customers to view all in-house created content, like video look-books and films.
Now, 25 Burberry stores in 16 countries will offer customers the iPad when they visit the store. “Consumers expect technologies in their lives,” said Pat Martucci, founder and CEO of Incentient, a company that offers iPad solutions to businesses. Lacking technology, he says, customers “hit the hotel rooms, and suddenly they go back to 1965.” Incentient's iPad software connects hotel guests to room service, concierge, housekeeping, and bellman services. One automaker, Mercedes, saw an opportunity to use the iPad in its dealership sales process.
Www.foreseeresults.com/research-white-papers/_downloads/foresee-results-explosion-in-mobile-retail-provides-opportunity- for-retailers-u.k.-2010.pdf. Www.accenture.com/NR/rdonlyres/7931CF1F-3B82-4310-A3F4-ECB5C25491A5/0/Accenture_Mobile_Web_Watch_2010.pdf. IT Careers: Hottest Jobs, Skills in Cloud Computing, Mobile Application Development CIO. CIO — Want to lock in some job security in IT over the next five years? Then make sure you're poised to move into cloud computing or mobile application development. That's where the IT jobs are expected to be, according to 2,000 IT professionals recently surveyed by IBM (IBM). IBM's annual global Tech Trends survey identified cloud computing and mobile application development as the hottest tech trends and most sought-after IT skills for the next five years. An overwhelming majority of survey respondents (91 percent) expect cloud computing to overtake on-premise computing as the primary IT delivery model by 2015.
More than half (55 percent) of survey respondents believe that in the same amount of time, the need to develop applications for mobile devices (such as Android, iPhone, iPad and PlayBook) will far surpass the need to develop software for traditional PCs and servers. New IT Skills for Data Center Workers New Skills for Application Developers Other Hot IT Career Opportunities. What Shoppers Want from Retail Apps. As more consumers make smartphones their everyday companions, mobile commerce is taking hold. But the mainstream of mobile commerce is not yet based around making purchases via mobile, but in using phones as a shopping aid—for store location, product research and finding deals. Consumers are eager to check their phones for info, but retailers have been behind the game. According to October 2010 data from mobile and social marketing consultancy Brand Anywhere and Luth Research, for example, fewer than 5% of retailers have a mobile site.
And research from Adobe found consumers were unimpressed with retailers’ mobile apps and preferred to simply browse the mobile web. A fall 2010 survey from Accenture uncovers what shoppers would most like to see in a mobile app, separating the possibilities into apps designed for use in or out of the store. Inside the store, shoppers were focused on ways to get more information about products, use their phone as a loyalty card and find items. Full Steam Ahead for UK Mobile Marketing. Smartphone adoption and web use The number of smartphone owners in the EU-5 (UK, France, Germany, Spain and Italy) grew 41% between 2009 and 2010, to 60.8 million subscribers, according to a June 2010 report from comScore.
About 15 million of those users were in the UK, where smartphone ownership leaped 70% between 2009 and 2010, the Internet Advertising Bureau UK (IAB UK) reported. Further, the IAB calculated that mobile access accounted for about a quarter of time spent online by UK web users in mid-2010. Data from the Office for National Statistics (ONS) also showed healthy gains in mobile web usage in 2010. Google and Facebook remain the most popular mobile websites among UK users, according to comScore’s MobiLens. Advertising on mobile At the end of 2009, annual ad spending on mobile phones in the UK amounted to just 1% of the sum spent on all online ads aimed at PC users, comScore found. But mobile spending is set for meteoric growth. M-Commerce. Making Mobile Marketing Work. The following is a guest post from Jeannette Kocsis — senior vice president of digital marketing at The Agency Inside Harte-Hanks.
She has contributed to Social Media Marketing for Dummies and Mobile Marketing for Dummies. She was named to Mobile Marketer’s Women to Watch 2010 list and serves on the DMA Mobile Marketing Council. Harte-Hanks, Inc. (NYSE:HHS), San Antonio, TX, is a worldwide, direct and targeted marketing company that provides direct marketing services and shopper advertising opportunities to a wide range of local, regional, national and international consumer and business-to-business marketers. While mobile is best viewed from a multichannel perspective, the relevance and value of the channel in and of itself is clear. While many brands are moving from test campaigns to mobile messaging as a way to reach customers with relevant communications, marketers are often challenged by the complex rules of engagement and various options available through mobile. 5 keys to elevating brands through mobile apps.
By Stephen Beck and Scott Michaels The latest statistics reveal that mobile culture is dramatically on the rise. Global downloads in mobile app stores are forecasted to surpass 21.6 billion by 2013, estimated as being worth over $29.5 billion in revenue, per Gartner. While the numbers reveal an immense opportunity for brands, marketers and companies need to carefully consider mobile strategy before jumping into application development, or risk not only poor uptake but damage to a brand’s reputation. To elevate a brand through mobile, firms need to be asking several key questions to ensure that a comprehensive and engaging, rather than a me-too approach is taken towards application development. 1. Am I closing the loop with mobile Web? While creating a mobile application may seem like the perfect place to initiate brand integration through mobile, the mobile Web should not be overlooked. 2. Your consumers want your brand to play a useful role in their day-to-day life. 3. 4. 5.
8 Mobile Trends die Sie 2011 nicht verpassen sollten. Das Jahr 2010 neigt sich langsam aber sicher dem Ende zu. Aus diesem Grund möchte ich einen kleinen Ausblick auf 2011 geben. Laut einer Studie von BITKOM wird 2011 der Smartphone-Absatz in Deutschland erstmals die 10 Millionen Marke erreichen. Somit wird in Deutschland jedes dritte neue Mobiltelefon ein Smartphone sein. Wird Apple mit seinem iPhone die Vormachtstellung weiter halten können oder wird Google mit seinem Android Betriebssystem die Nase vorn haben? Neben der Marktentwicklung im Bereich der Devices und Betriebssysteme muss auch ein Blick auf die einzelnen Mechaniken geworfen werden. Whats’s hot – What’s not? Wo führt der Weg hin und was sind die Trends? 08. Die Near Field Communication Technologie steckte bislang noch in den Kinderschuhen. 07. Der Bereich Mobile Healthcare befindet sich derzeit noch in den Kinderschuhen, bietet aber eine Menge Potential um nächstes Jahr durchzustarten. 06. Mobile Augmented Reality ist einer der Trends im nächsten Jahr. 05. 04. 03. 02. 01.
Consumers to Retailers: Improve Your Mobile Sites. More consumers than ever before plan to use their mobile phones to shop this holiday season, continuing to build up the m-commerce trend that is growing steadily among shoppers but only slowly among retailers. According to October 2010 research from mobile and social marketing consultancy Brand Anywhere and Luth Research, 51% of consumers say they are more likely to buy from retailers that have a mobile site. But fewer than 5% of retailers have such a site. Desire for mobile web access varied by industry. Retailer mobile offerings also varied, and followed some similar patterns. Auto parts and dealerships were at the top of both lists, and groceries at the bottom. In February 2010, Multichannel Merchant found nearly 80% of multichannel retailers had no m-commerce presence at all, and April research from eROI showed fewer than a quarter of marketers overall had a mobile-optimized website.
Keep your business ahead of the digital curve. 41pc of merchants have seen positive ROI from mobile commerce: study. Jill Dvorak is senior consultant of mobile commerce at FitForCommerce The good news is that 41 percent of retailers and merchants have seen a positive return on investment from mobile commerce. The bad news is that 32 percent have not measured their ROI or do not know how to measure it, according to a recent FitForCommerce survey. Depending on where retailers are in developing their mobile strategy, the next steps are varied—testing, rethinking, building, enhancing and launching more.
Of course, the next steps depend upon the current state of a retailer’s mobile commerce offerings and are driven by marketing strategies, improving user experiences and preparing for new devices. Mobile Commerce Daily’s Dan Butcher interviewed Jill Dvorak, Washington-based senior consultant at FitForCommerce, about best practice for retailers and merchants in the mobile space. When retailers/merchants are deciding between a mobile site or application, what factors must they take into account? Starbucks is 2010 Mobile Marketer of the Year. By Dan Butcher November 16, 2010 Starbucks knows that mobile makes social media an effective marketing channel Starbucks Coffee Co. has been named 2010 Mobile Marketer of the Year, the highest accolade in mobile advertising, marketing and media.
Based on the nominations received from readers and submissions from this publication's editorial team, Mobile Marketer is convinced that Starbucks serves as a role model for marketers for its outstanding use of mobile as a marketing medium. “Starbucks has proved that soigné marketing across all mobile channels is possible, tying customer branding, acquisition and retention initiatives into a strategic effort worth admiring from near and far,” said Mickey Alam Khan, editor in chief of Mobile Marketer and Mobile Commerce Daily, New York. “Starbucks’ brilliant mobile marketing, from conception to execution and measurement in a multichannel context, makes it a no-brainer for 2010 Mobile Marketer of the Year.”
Starbucks ad in the Pandora iPad app. Research: Mobile Proximity Marketing To Reach $750M By 2011 And Nearly $6B By 2015. There’s long been debate over the concept of “proximity” in terms of marketing, but a new report out by Borrell Associates paints the picture of a quickly growing market for mobile proximity marketing — one that’s set to grow to nearly $6B by 2015. According to the research, an estimated $200 million will be spent on mobile proximity marketing in 2010 — almost entirely (97%) by large national companies that have retail stores in many markets. As proximity-based technologies begin to mature, smaller local businesses are expected to enter the market, helping to propel it to nearly 30 times its current size by 2015. The $200M figure for 2010 is set to nearly quadruple by next year alone.
Mobile proximity marketing now accounts for a very small portion of overall mobile promotions spending — only an estimated 7% in 2010. Mobile Playbook. M-Commerce: Mobiles Shopping wird zum Milliardengeschäft - Unternehmen - IT + Medien - Handelsblatt.com. Stolz präsentierte sich Europas größter Versender als Pionier beim mobilen Einkauf, dem sogenannten M-Commerce. Dies sei man im übrigen seit dem Start der ersten Internet-fähigen Handys, hieß es dazu in der Hamburger Firmenzentrale. Und der war vor elf Jahren. Doch der Wettbewerb holt auf. Vente Privée, ein 2001 in Frankreich gegründeter Vermarkter von Restposten der Markenindustrie, geht beim Wettlauf um die modernste Technik in Führung. Das auch deutschen Kunden geöffnete Shopping-Portal, mit einem Jahresumsatz von 680 Millionen Euro inzwischen ein Schwergewicht im Onlinehandel, wird weltweit zu einem der ersten Nutzer des neuen Smartphone-Betriebssystems Windows Phone 7. Auch Ebay ist dabei. Dabei startet die neue Microsoft-Plattform, die in Geräten von Samsung, LG und HTC den bisherigen Platzhirschen Apple und Blackberry Konkurrenz machen soll, offiziell erst heute.
Deutschland überholt die USA Auch Ebay ist bereits zum Start mit einer App auf den neuen Windows-Handys präsent. 6 reasons why mobile apps will become as important for companies as corporate websites. B2B Possibilities for Mobile. Mobile Ad Spending Up Nearly 80% in 2010. MOBILE MARKETING ASSOCIATION OUTLINES TOP TEN MOBILE MARKETING TRENDS TO WATCH IN 2011 (DECEMBER 2010) Downloads: Unlocking the Value of Mobile Commerce. Android is Google's next giant revenue stream - Oct. 7, 2010. How to Use QR Codes to Market Your Business. Image_thumb2.png (467×330) Mobile Consumers See Value in Advertising. The price of gambling on Windows Phone 7 - Oct. 14, 2010.
Three models for a mobile presence.