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5 ways to encourage a mobile-first culture

5 ways to encourage a mobile-first culture | Mobile&Tablets | Scoop.it

Nearly half of all Fortune 500 corporate websites are still not optimized for mobile. Here's how marketers can come together to actively pursue a mobile-first mindset.

 

We're all increasingly inundated with information about mobile-first design, and one only has to review global subscriber statistics or marvel at the natural dexterity children have with devices to understand "mobile-first" will soon be obsolete, as all communications and digital interactions are becoming inherently mobilized.

 

What's surprising is that the IAB discovered that nearly half of all Fortune 500 corporate websites are still not optimized for mobile. While it may appear obvious that mobile is the first screen we need to design for, there are always those organizations that are slower on the uptake. Before we think about mobile-first design, we must pursue a mobile-first culture.

 

Our first instinct for mobile-first design tells us to understand the business challenge we're trying to solve -- how a particular program will add value to our customers, and why a particular solution should be oriented for mobile versus PC. One can view mobile across the consumer lifecycle and reasonably port mobile solutions to drive awareness, close a purchase, drive effective usage, and even activate the fan base.

 

While focusing on your business strategy and customer needs is a good place to start from, there are other ways to develop a mobile-first culture that socializes these capabilities throughout the broader organization.

 

Here are five ways to improve your strategy.

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Where Mobile is Going in 2013: Five Trends To Watch

Where Mobile is Going in 2013: Five Trends To Watch | Mobile&Tablets | Scoop.it

Mobile technology has entered every aspect of our professional and personal lives. Its impact on publishing and all media is irrefutable and irreversible, so much so that the chances are good that you are reading this article on a smartphone or hand-held tablet.

 

To help you see the ways mobile technology will change how we do business, have relationships, and keep in touch with news from around the world, we offer our "top five mobile trends to watch in 2013."

App growth will not slow down. According to Forrester Research, the world has begun to move away from the Web and the PC, toward an "app Internet" where powerful local devices, such as the iPad, are running programs that transparently link to resources in the cloud. The app Internet market was recently estimated to be worth $2.2 billion, according to George F. Colony, Forrester’s Chairman and CEO, who predicted in a blog post that the market will expand by 85 percent. Users will more than ever expect a highly integrated experience as they move from the Web, to the mobile device, and back. Kindle’s Whispersync provides an excellent illustration; it allows readers to pick up from where they left off, no matter if they are reading online, on a Kindle device, or in a Kindle app on an iPad. The result is a seamless content consumption experience – and a closer-than-ever approximation to what users expect when they're reading in print. For publishers, too, the benefits are significant; rather than having anonymous users, publishers will now be able to profile their audiences, build user histories, and make further reading suggestions with targeted products. With individual user counts, publishers obtain a wealth of user metrics. The cloud is coming to the office. Dropbox, Box.net and other cloud storage devices will allow users to connect to their media wherever they go, including their preferences for viewing. Consumers were the first adopters of this technology, quickly followed by the enterprise. Content curation is king. The fixed container of content is a dying breed. In 2013 and beyond, publishers will let users make the content their own to make more meaningful use of it. To make their apps truly sticky and useful, publishers must allow professional users to take the content deeper and deeper into their workflow. The digital textbook is how the new generation of students will learn. The opportunities in the education market are tremendous and transformative. The way content is used is changing, with e-textbooks and new textbook-type apps leading the way. Interactive charts and graphs, embedded audio and visual media including video, and real-time sharing and live discussions are among the many new ways students will interact with each other, their instructors, and even with their textbooks' authors. The days of book-filled backpacks are numbered. In the future, kids of all ages will expect the content to be live, updateable, interactive and social.

 

We have seen this movie before. In 1995, the World Wide Web brought new business opportunities along with questions about managing intellectual property rights. The same storyline also played out beginning in the 1970s with the commercial availability of photocopiers. The key is to address technology-driven challenges with technology-driven solutions.

 

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Google+ Mobile Apps Now Support Pages And Finally Lets You Edit Your Posts

Google+ Mobile Apps Now Support Pages And Finally Lets You Edit Your Posts | Mobile&Tablets | Scoop.it
Google just launched the latest version of its Google+ apps for Android and iOS. The most important new feature in this update is support for Google+ pages.

Via Stan Smith
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Study: What Users Want from Mobile Sites

Study: What Users Want from Mobile Sites | Mobile&Tablets | Scoop.it

Arecent survey leads to 10 Best Practices for Ad Agency New Business.

 

Users attitudes about your agency can be shaped by mobile site experiences. Mobile users want: clearer, simpler, faster sites. They expect their mobile experience to be just as good as their desktop experience. Without a mobile-friendly site you’ll be driving users to your competition.

 

Here are some of the highlights from a recent study by Google.

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La principal arma para combatir al iPhone 5 será el NFC

La principal arma para combatir al iPhone 5 será el NFC | Mobile&Tablets | Scoop.it
Una de las características que se esperaban antes del lanzamiento del iPhone 5 era la presencia de un chip NFC, el que otorgue de esta clase de conectividad inalámbrica al equipo, en un mundo donde cada vez mayor cantidad de dispositivos de otras...

Via Santiago Sanz Lastra
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How 'NFC' and Mobile Wallets Will Change the Way Retailers Do Business

How 'NFC' and Mobile Wallets Will Change the Way Retailers Do Business | Mobile&Tablets | Scoop.it
What business owners need to know about these developing technologies.

 

You've probably seen the acronym NFC but might not be clear about what it is and why there's been so much hullabaloo about it. NFC stands for near field communications -- a secure radio technology that enables two devices to wirelessly trade data when they are within about five centimeters of each other.

 

One example of NFC is the Chase Blink credit card, which includes an NFC chip and enables users to wave their cards in front of an NFC-enabled point-of-sale terminal instead of having to swipe it.

 

For many businesses, the goal is to use NFC to turn smartphones into "mobile wallets," meaning you would need only your smartphone, not your credit card, to make payments. Some of the major credit card companies, banks and cellular carriers have created an international mobile wallet standards consortium called Isis. Similarly, Google has developed its own set of mobile wallet standards, called Google Wallet.

 

U.K.-based telecommunications research firm Juniper Research has predicted NFC-enabled payments will total $180 billion by 2017. But this number just begins to illustrate the paradigm-shifting changes at retail NFC can bring.

 

Here's what business owners need to know about NFC.

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Lane-keeping app makes any car smarter

Lane-keeping app makes any car smarter | Mobile&Tablets | Scoop.it
A smartphone app gives old bangers two safety features that are normally reserved for luxury cars: a lane-departure warning and driver-fatigue alerts...
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Mobile Technology, Internet Connectivity, and Development in Africa - Council on Foreign Relations (blog)

Mobile Technology, Internet Connectivity, and Development in Africa - Council on Foreign Relations (blog) | Mobile&Tablets | Scoop.it

Council on Foreign Relations (blog)Mobile Technology, Internet Connectivity, and Development in AfricaCouncil on Foreign Relations (blog)Earlier this week, I participated in Time magazine's “The Future of Mobility” panel, which focused on the...

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7 essential rules for tablet design

7 essential rules for tablet design | Mobile&Tablets | Scoop.it

Tablets present an interesting challenge for brands seeking to reach their users across multiple platforms. A company's website might look passable, but users are coming to expect tablet-specific experiences, regardless of whether it's a native app or a browser based experience.

 

Failing to build a scalable, tablet-friendly experience can yield significant consequences, from dropping conversion rates to frustrated, upset users. This article will explore how brand managers can create tablet-optimized experiences that take advantage of key features such as location, touch, and screen rotation to build beautiful and engaging experiences that feel perfect for this emerging form factor. By using case studies as examples, readers will see best practices in action.

 

Let's get started.

 

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5 things brands should consider when running mobile video ads

5 things brands should consider when running mobile video ads | Mobile&Tablets | Scoop.it

Video is the fastest-growing mobile ad format and offers marketers one of the best ways to run engaging creative. Here are the nuts and bolts to help you do it right.

 

In "Messaging, In-App and Mobile Internet Strategies 2012-2017," Juniper analyst Charlotte Miller stated, "Mobile advertising gives marketers the chance to reach consumers on a more personal level than any other types of advertising. Creating immersive and entertaining experiences to attract the attention of the consumer is essential for marketers wanting to take advantage of the massive increase in app usage."

 

I couldn't have said it better myself, except to add that mobile video ads offer brand marketers one of the best ways to run immersive and engaging creative. And marketers are taking notice. According to eMarketer, mobile video is the fastest-growing mobile ad format and mobile video ad spending is predicted to reach $395.6 million in 2015.

 

So how can brand marketers make the most of this emerging opportunity? Here are five things to consider when running mobile video ads.

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Social, Local, Mobile: The SoLoMo Revolution

Social, Local, Mobile: The SoLoMo Revolution | Mobile&Tablets | Scoop.it
The rise of smartphones has paved the way for the SoLoMo revolution.

 

Today, people are increasingly using social media as a natural part of their everyday lives, especially when on the move. People are connecting to their social networks through their mobile phones, and last week Socialbakers announced that the majority of Facebook users (57%) access Facebook through mobile; a fact that convincingly underlines the mobile revolution. Besides social media platforms as Facebook, geo-localising applications are popular amongst smartphone users who check into locations or tag the location onto a photo. This geo-targeting trend adds the local dimension to the social and mobile movement.

 

Social, Local, Mobile form a convergence of sweeping trends in marketing, which is an inevitable part of our present world and the foreseeable future.

 

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Your guide to mobile tracking with Google Analytics - iMediaConnection.com

Your guide to mobile tracking with Google Analytics - iMediaConnection.com | Mobile&Tablets | Scoop.it

As more people use smartphones to go online, the need for proper measurement is crucial. Here's how to track mobile activity and ensure accurate results


The purpose of this article is to tell you how to track mobile activity, not how to design for mobile users, so I won't be going into detail about what makes a good mobile site versus what makes a good computer site. The key thing to take away at this point is that mobile internet is relatively new and that we have much to learn. You need to accept that some of your best ideas about how to do things online may need to change. What works on computer may not work on mobile. Your best designer for computer may make terrible mobile sites. The agency that knows web for the computer may simply be incapable of getting web for the mobile.

 

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Philippe Trebaul's curator insight, February 20, 2013 8:17 AM
Votre guide de repérage mobile avec Google Analytics - iMediaConnection.com

De plus en plus de personnes utilisent des smartphones d'aller en ligne, la nécessité d'une mesure correcte est cruciale. Voici comment faire pour suivre l'activité mobile et de garantir des résultats précis


Le but de cet article est de vous dire comment suivre l'activité mobile, pas la façon de concevoir pour les utilisateurs mobiles, donc je ne vais pas entrer dans les détails sur ce qui fait un bon site mobile par rapport à ce qui fait un site bon ordinateur. L'essentiel à emporter à ce point, c'est que l'Internet mobile est relativement nouveau et que nous avons beaucoup à apprendre. Vous devez accepter que certains de vos meilleures idées sur la façon de faire des choses en ligne peut être nécessaire de changer. Ce qui fonctionne sur l'ordinateur peut ne pas fonctionner sur mobile. Votre meilleur designer pour ordinateur, peut apporter terribles sites mobiles. L'agence qui sait Web de l'ordinateur peut être tout simplement incapable de faire pour le web mobile.


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Your guide to mobile tracking with Google Analytics - iMediaConnection.com via @MegsTurns http://sco.lt/...

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Mobile Web vs. Mobile App – When and Why

Mobile Web vs. Mobile App – When and Why | Mobile&Tablets | Scoop.it

This is an updated version of an article that originally appeared on MobileMarketer.com.

 

The world is a big, diverse place where more than 1.7 million species of animals, plants and algae exist, all subject to the same cycle of extinction and evolution that has been taking place over millions of years.

 

It is with this in mind that we briefly explore the various factors that go into pursuing either a mobile Web strategy or a mobile application strategy.

 

The reason for this helpful context is that, in spite of what has been published throughout the business press about mobile Web versus mobile apps, and regardless of what we have all read on the various strengths and weaknesses of the different mobile computing platforms, there need not be one final either/or decision.

 

In fact, depending on the overall strategy, a company can start on one side, and then evolve into the other, or even support both.

 

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How Important Is a Mobile-Optimized Site for Your Business?

How Important Is a Mobile-Optimized Site for Your Business? | Mobile&Tablets | Scoop.it

Mobile consumption is on the rise -- is your website prepared?

 

The amount of time and money people are spending on mobile devices is growing rapidly and yet many businesses don’t have a website optimized for mobile — at what cost?

 

First, the numbers. Mobile traffic currently makes up 10% of global Internet traffic, as shown in the chart below, and next year more people will use mobile phones than PCs to get online, according to Gartner. Purchases made on mobile devices amounted to $6.7 billion in the U.S. last year, or about 8% of total online sales, and are expected to nearly double to $11.6 billion this year. By 2015, U.S. mobile sales are forecast to reach $31 billion.

 

Yet many businesses have not yet optimized their websites for mobile, frustrating visitors with tricky navigation and slow loading times. Jesse Haines, group marketing manager for Google Mobile Ads, told Mashable that a survey of major advertisers in early 2011 showed only 21% had launched a mobile-friendly site. A 2012 L2 study of the top 100 fashion, beauty, retail, hospitality, and watch and jewelry brands found that only two-thirds had mobile-optimized sites, and yet a third of those did not allow consumers to shop from their sites.

 

If you’re in the business of ecommerce, those figures should help you benchmark what you’re already losing in dollars, but a recent survey from Google underlines the damage you might also be doing to your brand by not having your site optimized for mobile.

 

The survey, which tallied responses from 1,088 U.S. adult smartphone owners, found that:

Mobile sites lead to mobile purchases. This is a no-brainer: Shoppers are more likely to buy a product or service if your site is optimized for mobile. Three-fourths said they are more likely to return to a site in the future if the experience on mobile is good. If your site isn’t optimized for mobile, shoppers will go elsewhere. The majority of participants in the survey said that if they can’t find what they’re looking for on your site, they’ll sooner seek out a competitor’s mobile-friendly site instead of switching to a PC to revisit yours. A bad mobile experience can damage a company’s brand. A bad mobile experience can create bad feelings about your company. Nearly half of participants in the survey said they feel frustrated and annoyed when they happen across a site that’s not mobile-friendly, and that it makes them feel like a company doesn’t care about their business. More than half said a poor mobile experience makes them less likely to engage with a company in the future.

 

Convinced? We’ve rounded up some resources to help you make your site suitable for mobile visitors:

Ready To Go Mo?: This Google microsite will help you develop and test a mobile site with Google’s own site builder tool, and see how others have done it. IAB Vendor Directory: Need a developer or agency to help you create a mobile site? You can find one here. 10 Key Considerations for Your Mobile Web Design Strategy: A good checklist.
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Some phones will give you an "OK" version of a non-responsive site, but creating a responsive site will give all viewers - mobile, ipads and PCs - a good user experience.

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Global Pharma Deploys Semantelli to Monitor Patient Safety in Mobile Health Apps

Global Pharma Deploys Semantelli to Monitor Patient Safety in Mobile Health Apps | Mobile&Tablets | Scoop.it

BRIDGEWATER, N.J., Oct. 9, 2012 /PRNewswire-iReach/ -- Semantelli Corporation announced today that a global,...


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Study: Mobile Searches Driven By Location, Urgency

Study: Mobile Searches Driven By Location, Urgency | Mobile&Tablets | Scoop.it

Location, timeliness are the keys in mobile searches

 

SUMMARY: Prominent displays of location and contact information are essential to the success of many businesses' mobile strategies, especially restaurants, with research indicating that location and urgency affect consumers response to mobile searches more than anything else. The xAd and Telmetrics study found the restaurant category enjoys a 90% conversion rate, with almost two-thirds of searches converting within the hour. Consumers are most interested in finding restaurants the can easily walk to, which means restaurants should be diligent about displaying location information, this article notes.

 

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The difference between mobile Web and app shoppers

The difference between mobile Web and app shoppers | Mobile&Tablets | Scoop.it

Mobile apps, websites yield different marketing results

 

SUMMARY: Mobile websites tend to draw more customers while applications generate greater loyalty among existing customers, according to a study by ForeSee. When developing either an app or website, however, companies should determine whether their customers primarily shop via tablet or smartphone, as the ways each device is used are different. "Consumers expect more from a tablet than they do a smartphone," said ForeSee's Eric Feinberg.

 

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The iPhone 5 Doesn’t Have NFC — So What?

The iPhone 5 Doesn’t Have NFC — So What? | Mobile&Tablets | Scoop.it
When you ask the average person what is the underlying technology used to make the connection to their digital wallets, the answer will be “who cares?

Via Frederic GOUTH
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The 20 Things Users Want Most From Your Mobile Site [New Google Data]

The 20 Things Users Want Most From Your Mobile Site [New Google Data] | Mobile&Tablets | Scoop.it
Learn what your audience really wants from your mobile website.

 

Still trying to make the case for mobile optimization of your company's website? Or worse -- have you gotten the green light, but are so overwhelmed by the project that you don't know where to begin?

 

Makes sense. Starting from square one is hard. Google probably figured as much, and they graciously conducted a study to help make mobile marketers' lives a little bit easier: "What Users Want Most From Mobile Sites Today." The study, which we found via Marketing Land, reports on two helpful perspectives. First, it helps you make the case for mobile site optimization by reporting on how smartphone users feel about mobile browsing experiences with businesses now. Then, it dives into the actual things smartphone users want from a company's mobile site.

 

With this data, you can build a case and actually make a user's dream scenario happen!


Take a look at some of the highlights we've pulled from the study that we think will help you with your mobile marketing.

 

 

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Free Technology for Teachers: SoundCloud Adds Track Editing to Mobile Apps

Free Technology for Teachers: SoundCloud Adds Track Editing to Mobile Apps | Mobile&Tablets | Scoop.it

"SoundCloud, one of my top five alternatives to Aviary, has just released a nice update to their iPad and Android apps"


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Concept: Sony Nextep Wearable Computer

Concept: Sony Nextep Wearable Computer | Mobile&Tablets | Scoop.it
While many devices already provide us with pretty good mobile computing options, we’re always happy to dream about newer and more powerful gadgets. The Sony Nextep Computer concept is one such design.
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A pedagogical framework for mobile learning

A pedagogical framework for mobile learning | Mobile&Tablets | Scoop.it
A pedagogical framework for mobile learning: Categorizing educational applications of mobile technologies into four types...

 

IRRODL "The International Review of Research in Open and Distance Learning"


Via Gust MEES, Ana Loução, EduClick_España, juandoming
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Mobile Can Lead the Way to the Rebirth of Print Media

Mobile Can Lead the Way to the Rebirth of Print Media | Mobile&Tablets | Scoop.it

As More People Read Books, Newspapers and Magazines on Mobile Devices, Marketers Have a Chance to Extend Print Branding


SUMMARY: Mobile users' downtime is an opportunity to make the most of "smart boredom" - With mobile devices constantly present, media brands have an opportunity to catch users when they're unwinding during less busy periods -- a phase known as "smart boredom," writes Stephane Pere, head of Ideas People Media. That kind of consumption pattern creates the opportunity for cross-medium campaigns that continually reinforce a marketing message, he notes. "The mobile device is at hand whenever there's downtime, and this accessibility is what drives smart boredom," Pere writes.

 

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How Mobile Can Be A Bridge to In-Store Shopping

How Mobile Can Be A Bridge to In-Store Shopping | Mobile&Tablets | Scoop.it

Mobile Phones Connect the Digital to the Physical Worlds

 

A recent Google research project found that 80% of searches on smartphones are spontaneous, as opposed to planned, and nearly half of those are goal-oriented. Often those goals are purchases and, to Jonathan Alferness, this is evidence of mobile's role as a bridge -- and an extremely valuable one -- from the digital world to the physical one.

Jonathan Alferness


"We're starting to drive meaningful value that wasn't possible on desktop," said Mr. Alferness, director of product management-mobile ads lead at Google, in a recent interview. "We're driving users to actual, physical retail stores to buy something. "

 

Mr. Alferness, who will be speaking at Ad Age's Digital Conference later this month, is an eight-year veteran of Google, having spent a lot of that time on its syndicated products and on its desktop search ad business. In his current role, he sees his central priority as "showing to advertisers full value of mobile."

 

There have been successes, one of which is Google's Click-to-Call ad product, which seeks to put consumers on the phone line with advertisers. But many big challenges loom. "What's not being done is finding ways to encapsulate all the value being unlocked in mobile and showing that to advertisers," he said.

 

To illustrate, he points to desktop search, which in its early days demonstrated its value through all the e-commerce transaction that came through Google Adwords. While Mr. Alferness says that mobile commerce is also a big deal, it's "a small portion of the overall value users are getting."

 

One thing that has to happen is a better understanding of when mobile is driving sales in-store, when the retailers can be certain that a customer entered the purchase funnel through mobile search.

 

"That's the holy grail," he said.

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6 ways brands can achieve mobile ROI

6 ways brands can achieve mobile ROI | Mobile&Tablets | Scoop.it

Mobile adoption is happening at record speed, yet mobile revenue has a long way to go to catch up. Here are the key factors to consider when building your campaign.

 

Mobile usage is growing at a fast pace -- in fact, adoption of this platform is happening quicker than any other technology in the last century. Despite that, mobile revenue has a long way to go to catch up. Combine these facts with the complexities of the mobile experience and its multiple levels of fragmentation (e.g., delivering to multiple devices, to multiple operating systems, and to consumers who are experiencing and using these devices in very different ways), and it is crucial that app publishers build appropriately from the ground up. Even more importantly, the management piece of the equation is imperative for a brand achieving ROI. Brands must have flexible iteration, respond to analytics, and adjust appropriately to keep users engaged and maximize monetization.

 

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Crystal Ma's comment, March 21, 2013 6:49 AM
Explain the mobile usage become more faster in recent years, lots of messages on how the brand achieve mobile usage.Combine the facts with the complexities of the mobile experience and its multiple levels of fragmentation.
Srishti Jain's comment, March 21, 2013 6:52 AM
This article explains how brand effects the Rate of Income and Investment of the organization. How a brand helps in multiple levels of management .