10 Steps for Building the Best Mobile Marketing App (Part 2)

Here are the last 5 steps for building a great mobile marketing app, following up from yesterday's post:

6. Usability

Mobile is not online. Keep in mind mobile’s innate characteristics like a smaller screen and longer loading times. The interaction between windows is more complicated than on a PC.

The touch and feel of navigating with a touchscreen is significantly different to using a mouse. Transactions have to be simple, yet secure, since security is a big issue for mobile users.

Since the launch of the iPhone 4S, navigation through voice- recognition should be taken into account.

7. Ubiquity

Mobile goes everywhere with you. Many people even sleep with their phone. It is the only device that is constantly with the user, indoors and outdoors.

Mobile can bridge the individual with everything around them. Take advantage of the “anytime, anywhere” potential. Encourage users to interact with the environment through the mobile phone, give them something to explore. The more senses are activated; the more intense is the brand experience.

Its ubiquity is what makes mobiles the most powerful marketing channel there is. Touchpoints can be created when they are most relevant. For example, Geo- location lets you approach a user as they walk by a store or reward them for entering or checking-in.

8. Uniquely Personal

The mobile phone is the most private device we use. It holds a wealth of private information including friends, social networks and even our location. Marketers are lucky to be let into this private sphere of any user. However, this leap of trust should be treated with great responsibility.

Do not just assume the user wants to be open with you. Ask permission to provide a service or communication. More than anything, location is a sensible information. If you choose to use location features, always take the opt-in route and make opting out easy. Users are willing to share information, but on their terms. Reward, but don’t blackmail them.

9. Mocial

Mobile is inherently social. Most of the times a mobile phone is picked up it is to interact with other people. The fusion of mobile and social media, short “mocial”, is therefore no surprise

Most users are logged into Facebook while using any other function on their phone. Use this in your favour and create fast logins through social networks. Enable and encourage sharing whenever it makes sense. And already think about sharing when setting up the scope for your app. Make sure to include sharable content and let your fans do the publicity for you.

Read more on mobile and social media here.

10. Don’t hide the app

Apps don’t market themselves. If no one knows that you have an app, no one will download it. Start promoting the app on other channels. Deep integrate it into the overall Marketing Plan and give incentives for downloading the app.

10 Steps for Building the Best Mobile Marketing App

Here are the first 5 Steps for creating a great mobile marketing app:


1. What do you want to achieve

Mobile phones are used everywhere and all the time in your customers daily lives and can therefore support almost any aspects of a holistic marketing strategy. To develop truly successful mobile marketing campaigns you need to define what you need and combine this with insights of what your customers want.

Here are some examples of what you might want to achieve:

• Mobile app as part of a branding strategy to help position the make
• A tool to raise awareness of an upcoming release or the launch of a new brand
• Create a new sales channel to reach customers and drive sales
• Mobile app as an extension for an existing service
• Drive footfall to a brick and mortar store
• Engage customers at the POS and enhance the in-store shopping experience

An example of an insight associated with this could be that people that buy running shoes want to keep track of how far and for how long they run. You can guess where this may take you…

2. Get the whole picture

Mobile is a powerful channel, but it is not a standalone. To leverage from its full potential it has to be integrated into the general marketing strategy.

• Interlink between channels. Let channels “play” with each other, the more interaction, the more engaged the customer
• Cross-promote throughout all channels. Use NFC, QR Codes or links to connect mobile with OOH Media, Print or TV and vice versa. Create and benefit from synergies

3. Be relevant

Get to know your target group and create an app that is relevant for them. Follow the user’s journey and detect potential touchpoints. What needs do they have, where can an app fit in?

Most successful mobile marketing apps are usually those that either kill time or save time. Think about how you can make life easier for your customers or how to entertain them.

4. Be yourself

Don’t chase the latest buzz just to be cool. The most innovative app does not help achieve any goals if it is completely detached from your brand and what it stands for.

Have a look at your values, your positioning and your message and work out something around it. Create a logical connection between the app and its functionalities, rather than just “brand” the new Angry Birds.

Generally, be wise about branding. A little logo on the side would probably not even be noticed, a big one would be annoying.

5. Pick the right platforms

Not everyone has an iPhone or an Android. Not even everyone has a smartphone. Users of different mobile platforms skew distinctive. Sketch out the target group for your brand and match it with the user profiles for different platforms. Read about mobile user profiles here.

Keep in mind that the target group for your mobile app might just be a subset of your entire audience. If you have a disperse audience, a mobile site is mandatory.

(Blog post courtesy of Golden Gekko)

In-Car Mobile Apps: the future of Telematics on show in Munich

In-Car Mobile Apps: the future of Telematics on show in Munich

MUNICH -Car manufacturers have had a rough ride since 2008, with a drop in consumer demand leading to government bailouts and corporate restructuring. 

But, the good news is that sales since last year have begun to pick up and car manufacturers are focusing on new technology to differentiate their products. The Fiat Group was one of the early innovators, with their Blue&Me partnership with Microsoft allowing drivers to make calls, navigate and use apps from connected mobile devices.

Ford is signaling their intention to innovate in this area as well by making a special appearance at the Mobile World Congress in Barcelona next month and discuss their view of the market opportunity for the mobile sector and telematics in the automative sector.One of the areas where developments are anticipated is in self-diagnosis apps allowing drivers to access car diagnostics, schedule maintenance and review their driving performance.

This is big change and an area worth keeping abreast of.

Telematics Update is organising an event called “Content & Apps for Automotive Europe 2012”,scheduled for 18th-19th April, 2012 in Munich, Germany. It is designed to give attendees key insights on how in-vehicle connectivity is being revolutionised as OEMs integrate dynamic content to stay relevant throughout the vehicle life cycle.


Fiat, Ford, Volvo, Jaguar Land Rover, Nokia, Harman, Denso, QNX, Chleon, Magneti Marelli, Continental, The Linux Foundation, Telenor and many more will discuss their content & apps strategies.


The conference will attract over 250 senior-level delegates dedicated to integration of  in-car content and the related business models, you will be able to attend over 30 business-focussed sessions and hear from over 30 top-class speakers.


As a blog reader of Ric Ferraro's Blog, you are entitled to an Exclusive Discount: an extra $100 discount on top of any current web discounts! Download the brochure here and register using discount code '1937RF'

WebOS Future is Open Source -HP makes code available to developers

Today, HP concluded months of deliberation, u-turns and negotiations with the announcement that it will open source WebOS instead of keeping it in-house or selling it off to suitors like Amazon.

This is good news because it ends months of uncertainty which have severely tested the patience of developers and undermined businesses that had already committed to WebOS. The fact that no hardware plans have been announced is perhaps not as big an issue as it seems -if the open sourcing of the code works, then the hardware is likely to follow.

It still remains unlikely that WebOS will, at least in its current state, pose any real challenge to Windows or Android. Though sometimes, the power of the community in open-source environments can make the difference, so it is too early to write it off altogether.

Key to the future is not only the development of the code base and the hardware available to run it, but also the distribution for the software or apps developed in WebOS. With over 100 sizeable App Stores out there, the App Catalog needs some attention as well. Hopefully HP will, as part as its committment to continue investing in WebOS, not forget this, and give the WebOS App Catalog a long needed update to keep its appeal. 

Mobile World Congress 2012 -WIP Jam and Party

BARCELONA- With Christmas less than three weeks away, it can be easy to forget that the Mobile World Congress, the world´s largest trade event for the mobile sector, is also round the corner.

For the joy of mobile app developers everywhere, WIP is organizing the WIP Jam event for developers within the grounds of the Fira complex on the 1^st March 2012 (in Auditorium A, to be precise). This will be preceded by the WIP Party the previous evening at the Rock Museum in the Richard Rogers-designed Las Arenas (upstairs in the Rock Museum venue).

Both events are NOT TO BE MISSED. The WIP Jam event will have the successful formula of short presentations and many breakout sessions to talk about topical issues in mobile, facilitated by familiar faces in mobile development. The WIP Party will have free food and drinks and a Jameoke (for those up for some singing).

You can sign up to the WIP Party by clicking here  

Integrating NFC in mobile apps – implementation costs

In this guest post by Magnus Jern, he sums up the current opportunities and challenges of implementing NFC mobile solutions.

NFC has been around since 2003 but it´s not until now that technology and adoption are ready for commercial deployment. It is embedded in the latest Android handsets, including the Nexus S. RIM are including it in all their new devices and Apple want to equip the iPhone 5 with an NFC chip, despite rumours they would not. Nokia is launching a series of devices including NFC, starting with the C7 and most other handset manufacturers will include NFC in their devices within the next 2 years.

According to Wikipedia: “Near field communication, or NFC, is a set of short-range wireless technologies, typically requiring a distance of 4 cm or less. (…) This enables NFC targets to take very simple form factors such as tags, stickers, key fobs, or cards that do not require batteries. NFC peer-to-peer communication is also possible, where both devices are powered.”

The technology is enabling new and exciting mobile interactions such as loyalty cards,  identification, travel tickets and micro-payments.

What is the cost of implementing NFC in your mobile applications?

The implementation of writing and reading data on the application side is fairly straight forward, just a few API calls that most developers will already be familiar with.

So the cost of implementing NFC in an application is very small compared to the cost of setting up the backend infrastructure that may be required to support it.  A typical NFC application, which reads an NFC chip once to authenticate that the user has been in a certain store or redeemed a voucher, could cost as little as 10-20.000 euros to implement, but NFC itself can be added to existing applications very cheaply.

So what’s next?

During the coming years we will see thousands of different applications including NFC. Some of those will be ground-breaking and others will quickly be forgotten. Banks, retailers, transportation businesses, fast food restaurants and events companies will all be experimenting with the possibilities. Watch this space.

NFC - The best enabler for the future mobile wallet?

There has been talk of NFC as a big driver of the mobile wallet since at least 2008, and the idea of using NFC has been toyed with by operators for some time. Anything that adds value to what a mobile phone can do is clearly going to be appealing to mobile operators (especially if it locks subscribers in or has a proprietary element to it), though the numbers of different stakeholders involved is still holding back NFC. Retailers, financial institutions, operators and manufacturers all have a role to play but also all have different vested interests in how it should be deployed.

The curious thing is that NFC is touted as the cornerstone of mobile transactions, mobile payments and mobile banking in the future. The reality is that NFC was never conceived for this kind of use case. Born out of RFID technology, some of the earlier uses were in tracking physical goods (from cows to library books!). This is relevant because security and encryption of NFC is a key blocker for further deployement of mobile payments (or other secure uses, like accessing buildings).

Even though NFC chips can only be read optimally at a distance of 20cm, the radio frequencies emitted can be captured a few metres away. I remember attending a panel discussion earlier this year at the Mobile World Congress where a  PayPal executive was asked what was stopping them from developing mobile payments with NFC. The answer was that it was simply not safe enough.

This could change though -if NTT DoCoMo was able to deploy over 100,000 "NFC keys" to their mobile subscribers allowing them to unlock the front door to their homes with their mobile phone back in 2008, then securing NFC transmissions further should be possible.

I believe though that from securing NFC communication for simple use cases like unlocking doors to that of making payments, there is still a long way to go. But then, at the same time, there are sceptics who still believe online use of credit cards is unsafe, so a great deal will be down to popular perception. Apple...please lead the way....

HTML5 for Mobile -better than native apps or a "flash" in the pan?

Interest in HTML5 is definitely hotting up-and not only from within geekland. Leading corporates are keen to "something different" that hasn´t been before, and HTML5 is definitely flavour of the month.

There still are several issues with HTML5 that mean that its adoption has been limited or, at best, what has been adopted were the "easy bits" of HTML5 that are more stable than the more racy components (the location component, for example).

Specifically in terms of mobile browser adapted sites, the examples are even thinner on the ground. The Financial Times´s recent move to switch from a native iPhone app to a HTML5 site instead could be seen as a watershed event.

However, while HTML5 is great for showing content, clearly it is not a replacement for native apps which call native features of the handset (camera, accelerometer etc). Can you make an image in an HTML5 mobile site animate when you shake the phone...no, you cannot (and yes, some clients ask for it!).

You can see a great comparison by Michael Mahemoff of some pros and cons of developing native vs HTML5 apps here: HTML5 vs Native apps comparison. Overall, the point is that web apps are closing the gap on native apps..this is true in many ways, but then the gap in some cases was very large.

Testing Mobile Websites using Mobile Emulators

I am a keen follower of Mobiforge.com (formerly known as dev.mobi) since they provide a great set of practical guidelines for mobile development.

In a recent post, Mike McQuillan provides one of the clearest set of guidelines I have seen recently on how to use mobile emulators for testing mobile websites.

With around 4500 mobile devices on the market today, testing across all platforms and devices is a big challenge. Emulators are a big help in this area (even though from experience, they come with a caveat of never being able to completely replicate 100% of what individual handsets will do).

Emulators are broken down into three main types:

• Device emulators - These are generally provided by device manufacturers and simulate the actual device. Device emulators are excellent for testing your site or application on a particular device or set of devices.
• Browser emulators - These simulate mobile browser environments. Whilst useful for determining the functionality available in a particular mobile browser, they are useless for device-specific testing.
• Operating System Emulators - Microsoft provides emulators for Windows Mobile, and Google provides an emulator for Android. These run within a simulated mobile device environment and provide access to applications running within the operating system, e.g. a Web browser.

Web-based/browser emulators are the quickest to install and access. A good point Mike makes is that despite Nokia still being a leading handset manufacturer, there are surprisingly few handset emulators for their devices.

In order to access all the emulators from device manufacturers, you will need to register on the relevant Developer Portal. If you are looking to test a mobile website for iPhone and don´t have a MacBook there is no need to panic.

You can find a PC-friendly iPhone emulator at: http://testiphone.com/. I actually tested this with my blog (which is mobile-adapted) but the emulator failed to reproduce my website correctly, so I would treat this emulator with caution.

You can find more detailed instructions on each emulator (including set up screenshots) in the MobiForge article by clicking on this post´s title.

DroidCon hits the UK -Android Developers Invited in London

LONDON -If you are passing by London at the start of October, make sure you don't miss out on DroidCon 2011, taking place at the Islington Design Centre on the 6th and 7th of October.

This is the UK's largest Android-only development event taking place this year and will include some big names in the Android world. The first day features a Bar Camp and Developer Camp. The second day will be a conference day with presentations from Android experts worldwide.These include Richard Hyndman and Nick Butcher from Google and Mark Murphy from CommonsWare.

The Super Early Bird tickets are now sold out, but you can still grab some Early Bird discounted tickets at 150 GBP.

There were will be plenty of goodies and related discounts for attendees, including a special delegate discount on my book, "Location Aware Applications" published by Manning (US). Check back here soon for the discount code and more updates on the event!

AppWorks o2 Oslo- Summary of Mobile Tech Conference

App works olso location everywhere 05.2011 rf slideshare

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OSLO- Appworks is one of the leading mobile conferences in Scandinavia (organized by Mobilen.no, famous for their Telecruise conference that takes place on a cruise ship) and it was a real pleasure to speak about Location-Aware apps during the 1-day event at the end of May.

The conference attracted a great mix of mobile entrepreneurs, developers and 'big guns' like Samsung, LG, Blackberry, Nokia and HTC, with a conference format running in parallel to a workshop format (Klubbscenen).

Location-based services were one of the main items on the day's agenda, so it was perhaps provocative of me to kick off my keynote by stating that Location-Based Services were extinct today. The reasons for stating this is that location is no longer a service but a feature that is embedded everywhere. You can see my full slide deck above, by the way, and check out the other themes I presented.

Location on mobile is also firmly in the mainstream today -with Facebook in particular achieving what Foursquare couldn't.I'm a big believer in the fact that contextual search (with mobile apps knowing what I'm more likely to be interested in according to time of day, previous searches, ambient temperature etc) will unlock the full potential of location. It is still early days for this, but as Google (and others) invest in research in this area and processing power on mobile devices keeps increasing, we will see some real examples of this soon.

There were some great presentations at the event by other speakers - I particularly enjoyed the ones by John Valentine (from SCVNGR), Megan Miller (on usability of iPad apps) and Ola Larsen (from RIM). Ola showed a video that I thought was pretty cool, on Hyper-Augmented Reality. You can see the video below and get an insight into what one version of the future of AR could be like. Enjoy!


Augmented (hyper)Reality: Domestic Robocop from Keiichi Matsuda on Vimeo.

AppWorks Oslo- On Embedded Location and Location Privacy

OSLO -I will be speaking about 'Location, Location, Location' at the AppWorks Conference at Latter at Aker Brygge in Oslo on the 24th May and will join John Valentine from Scvngr, Christophe Joyau from Nokia and Mette Lykke from Endomondo in the first conference session on "Location Based Services".

This is interesting, as the first point I will be making in my presentation will be that "Location Based Services" are extinct. Readers familiar with my blog will know that I have mentioned this point before. What do I mean by this? 

The point is not just a semantic one. We are now in a world of "location everywhere", with location becoming a pervasive and embedded element of mobile. In fact, you could argue (and I certainly do) that location has gone mainstream. Cue Facebook Places and Twitter, for example.

While location today is powerful, it is still lacking an edge. That edge could come from adding context to location, and so provide a cooler mobile experience (including predicting that you are about to head for a restaurant or go shopping).

Location privacy has been and continues to be a very hot debate. Expect this to remain the case 40 years from now. At the same time, it won't matter. The new digital native generation considers this a moot point. To get free digital services, it goes without saying that some invasion of privacy is required (even if it is only to better target 'harmless' ads).

At the same time, players in the mobile ecosytem can buffer themselves against the worst privacy storms by using common sense. The main rule being, don't store users' private data unless you really have to.

I will be covering more points in my presentation-those who will be there, look forward to meeting you. For the others, please check back on my blog for the Slideshare version.

Ethical Shopping Mobile Apps

I was inspired by a CNN report on Ethical Shopping apps to take a look at what could be an increasingly popular segment of mobile apps. Ethical apps have an element of community involvement, shopping, sharing with friends and continuous updates that make them a compelling proposition not just for the conscious shopper.

There are several country-based apps currently available on iTunes:

1. The Good Shopping Guide priced £2.99 aimed at the UK market

2.  The Good Guide (free) aimed at the US market

3. Shop Ethical $2.49 aimed at the Australian market

4. Barcoo (free) developed in Germany but available in English

Barcoo and the Good Guide are also available on the Android market.

One of the key features of these apps is a barcode scanner, with both the Barcoo and The Good Guide apps providing this, though some app developers exclude this as smaller brands would 'slip through the net'.

Data on the 'ethical footprint' of specific brands is normally gathered from Ethical Trade Associations like Fair Trade or Friends of the Earth. According to William Sankey of the Ethical Company Organisation in an interview for The Guardian although there is growing awareness of the benefits of fair trade and organic goods, there is less information that gives consumers an overall ethical footprint of the product and the company behind the brand. 

"Shoppers may be surprised to find that often there is not a price premium [on ethical goods]," he said. Beko, for example, makers of the cheapest larder fridge is also the top-scoring ethical brand in this category. 

As mobile commerce takes on a bigger role in terms of overall e-commerce and electronic payments, there is a gap available for Fair Trade Bodies to supply their Ethical Product Databases to online stores and so allow shoppers to make more informed purchasing decisions.

Indoor Positioning -Cloud Support for Location Apps?

Indoor Positioning Systems (occasionally referred to as IPS) are hotting up...Navteq recently announced the launch of their Destination Maps service enabling "orientation, guidance and routing for interior spaces"

According to Navteq, Destination Maps "moves the industry beyond the interactive floor plan maps available today and into a three-dimensional data model essential to a more advanced exploration and guidance experience.  It does this by providing pedestrian-specific attributes unique to interior requirements like stairs and elevators as well as recognizing different floor levels (called Z-levels) that are essential for applications to "understand" movement between floors once inside a venue and generate routes and guidance.  NAVTEQ Destination Maps also include a Virtual Connections feature that enables more intuitive guidance by recognizing how pedestrians "cut across" open areas."

Hopefully, the NAQVTEQ development will come hand in hand with more widespread deployment of Femto cells within buildings, to get over those annoying network black-spots that still plague mobile subscribers in certain areas.

A number of location start-ups are looking to capitalize on the promise of indoor location, including Dubai-based GloPos and Swedish start-up Qubulus.

Qubulus co-founder Frank Schuil recently contributed to an article for TheNextWeb explaining where indoor positioning can benefit the current application market the most. Here are a couple of ideas from that article suggested by Frank:

1. Airport apps

In this case indoor positioning can benefit all parties. Consumers can meet other travelers in their proximity, get point of sales notifications from the shops in the airport and know how long it would take to walk to the gate based on their current position.

The airport can monitor the mobile traffic for crowd control, staff management and alerts and the airlines can locate passengers giving them a push notification to start walking towards the gate just in time to prevent delays.  There are already some nifty mobile apps out there that could easily extend their service this way like GateGuru and American Airlines’ recently released Android app.

2. Point of sales apps

Location-based coupons in one way or another have always been the holy grail of the LBS industry. To be able to target a consumer with the right message at the point of sale can drastically improve the ROI of any marketing campaign.

The problem to date is that shops are often inside malls and that products are always indoors. Without indoor positioning the point of sale has proven to be too distant for people to act upon the offer. To get people to buy into an offer indoor positioning needs to drop down to <1m accuracy and become a commodity that existing services can seamlessly integrate into their service to trigger the consumer in the physical space. As a reminder to those who see the possibilities of trigger marketing; the key is not to be as intrusive as the  mall screens in the Tom Cruise movie hit Minority Report.

One of the traditional issues with IPS was the need for building owners (such as shopping mall owners) to make an investment in (expensive) transmitting technology. New technologies based on hybrid positioning, smarter algorhythms and cloud-based infrastructure could take IPS beyond it's current niche markets.

Mobile Health (M-Health)- Some Lessons from the Mobile World Congress 2011

BARCELONA - Business at this year's MWC was brisk. So brisk, in fact, that I hardly got round to attending any mobile seminars. Pity. However, the good folks at the GSMA have now released some of the presentations given at these seminars for all attendees to read.

M-Health is one of a number of applied mobile use cases that holds great potential, both in terms of the breadth of applications possible and, critically, in terms of the cost savings achievable for increasingly cash-strapped public health services.

Below is a presentation given by Alessio Ascari and Lisa Ellis from McKinsey on the opportunities and challenges of M-Health.

A Glimpse into the Future Business and Technology of mHealth

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