going mobile

Twitter Pitches Future as Broader Mobile Services Company

Posted by Sheila Shayon on October 23, 2014 12:29 PM

Making a move for more mobile dollars and presence, Twitter this week announced Fabric, a mobile app platform for developers, as it jockeys for position against rivals Facebook, Google and Yahoo.

CEO Dick Costolo introduced Fabric as "the future of mobile software development" at Flight, Twitter's mobile developer conference in San Francisco, where he also highlighted "a future that is built on a collection of fully integrated end-to-end services. It is entirely about you and your users, not us,"  according to Ad Age.Continue reading...

going mobile

Foursquare Goes Out of Home in First Branding Campaign

Posted by Sheila Shayon on October 20, 2014 11:14 AM

Five months after announcing its Swarm app and splitting its business, geo-location Foursquare is launching its first brand campaing. It's taking a foodie approach in wooing New Yorkers and Chicagoans, who will see ads for the next six weeks in subways and on the streets as a multimillion-dollar effort to take on rivals Yelp and Urbanspoon.

"The ads really go after the idea that we all have different tastes and different friends," commented Jeff Glueck, COO Foursquare, to Adweek. "We shouldn't always get the same recommendations. The local and travel guides of today could be much better with personalization. So the copy will again and again say, 'The new Foursquare learns what you like and leads you to places you love.'"Continue reading...

going mobile

Will Apple's iWatch Win with Fitness Freaks?

Posted by Caitlin Barrett on July 14, 2014 11:29 AM

With the release of Apple’s iWatch months away, there’s plenty to speculate about, from its operating system to its screen shape. But for those of us who care more about reps than specs, our iWatch anticipation is all about what the device might reveal about our physical state—and how to improve it.    

Apple, it seems, has started its iWatch tryouts with the fittest among us. Kobe Bryant has been spotted at Apple HQ, presumably trying out its ability to assess the wearer’s hydration, sweat, heart rate, and number of steps. Makes sense for a pro athlete: someone at the top of their game can use iWatch data to tweak their routine and programming to help them compete at an optimal level. 

But what will this mean for the rest of us? For starters, streamlining. There are a lot of wearables out there. A lot. And even more apps that use existing devices to assess everything from our sleep to our diet to our golf swing—something Apple’s already showcasing in its “Strength” spot. 

But for the iWatch to win with folks already using Fitbit or UP24 by Jawbone to track movement, sleep, and diet, it’s going to have to aggregate all of the data it collects on each wearer and turn it into something meaningful (not to mention helpful). Because data alone isn’t enough.Continue reading...

going mobile

Disney, MTV Test Mobile-First Premieres of New Shows

Posted by Sheila Shayon on October 28, 2013 11:21 AM

Mobile is fast becoming the first screen for entertainment—at least for the younger, digitally-attuned set. And now two of the most popular TV brands targeting children and young adults are testing the waters by debuting new series on the smaller screen.

Disney Channel will premiere the first nine episodes of Sheriff Callie’s Wild West on its Watch Disney Junior mobile app and a related website on Nov. 24, followed by a traditional debut on the Disney Channel and Disney Junior in early 2014. “This is an entirely new approach for us,” Nancy Kanter, EVP/GM for Disney Junior Worldwide, told the New York Times. “We have been amazed at how quickly kids have embraced this new technology. We’re talking billions of minutes spent watching.”

MTV, skewing slightly older, is going mobile-first to debut its new series, Wait 'Til Next Year, a 12-episode docudrama about a losing football team, ahead of its on-ahir US TV debut on Nov. 1. "It will be fun to see if we can get them to come back and watch on television," commented Kristin Frank, MTV's EVP connected content, to AP.

Both moves comes as marketers will start receiving more data about mobile TV viewing, with Nielsen starting to get its arms around the effectiveness and reach of mobile video globally. With more than one billion Internet users worldwide, Nielsen projects "a $30 billion global advertising market" and estimates that 73 percent of U.S. adults already consumer online user-generated media.

If MTV and Disney Channel have their way, it won't all just be cat videos driving that mobile video adoption, particularly with more comprehensive measurement of mobile video consumption becoming mainstream.Continue reading...

going mobile

Facebook Phone Home: Social Media Giant to Bring Brand to Smartphones

Posted by Mark J. Miller on April 2, 2013 04:04 PM

More than 425,000 cell phones are decommissioned each day in the United States, but that doesn’t mean people don’t want their phones. In fact, they can’t get enough of them and, even though big global brands including Samsung and Apple eat up a massive part of the global market, there is still plenty of money left over and plenty of companies that would like a piece of that action.

Now you can add Facebook and maybe Amazon to that list.Continue reading...

going mobile

MTV Woos Indian Teens With Co-Branded 'Fablet' Smartphone

Posted by Mark J. Miller on February 13, 2013 04:01 PM

Since MTV aired “Video Killed the Radio Star” back in August of 1981, the company has gotten into plenty of things that haven’t involved music at all, from asking its viewers to “Rock the Vote” to exposing the world to the somehow fascinating mundane dramas of young adults on the Jersey shore

Now, Viacom’s MTV Networks International is getting into another business: selling branded tablets in India. Or, as the Telecom Tiger puts it, fablets (presumably, a more fab version of phablets). MTV has announced a partnership with Swipe Telecom to produce a co-branded fablet, MTV Volt.

The 6-inch smartphone features a television screen so people can get their MTV wherever they are. The youth-centric device will also serve as, “a fully functional high-definition Android tablet with Wi-Fi, dual cameras, FM player and GPS functionality,” that weighs half a pound and retails for around 12,999 Rupees or $240, Telecom Tiger reports. And, of course, built-in apps allow users to get right onto Facebook and LinkedIn.Continue reading...

going mobile

Google Adds a Little Shine to Its Wallet, But Stops Short of an Awaited Upgrade

Posted by Mark J. Miller on January 29, 2013 03:40 PM

In fall, Google promised a forthcoming major upgrade of its mobile payment system, Google Wallet. Despite some improvements, it's not here yet.

Instead, the company released a slight upgrade on Tuesday for Wallet — the program that allows users to combine store debit cards, gift cards, credit cards, and loyalty cards all onto a mobile device. Consumers tap it against devices at retail locations to make purchases.

The new version of the Android app, which originally launched in September 2011, has a new user interface and fixes that allow for better stability and battery life, NFCWorld.com reports. The new Wallet home screen features three tabs: "My Wallet," "Transactions" and "Explore." The latter showcases "featured" and "nearby" offers.Continue reading...

going mobile

Apple Looks to the Skies: Will Heathrow Deal Help Passbook Usage Take Off?

Posted by Barry Silverstein on November 8, 2012 10:15 AM

Mobile devices are fast becoming the accepted way for consumers to communicate, get information from the Internet, and take advantage of apps that help them do just about anything, which includes making travel easier. Case in point: Apple's Passbook, the new free app released to iPhone users with the upgrade to iOS6, is being pitched as an app that allows consumers to keep boarding passes from participating airlines (as well as movie tickets, retail coupons, loyalty cards and more) in one handy place.

Apple's new deal with London's Heathrow airport, which is looking to elevate its brand experience including rolling out digital improvements to make journeys better, offers a glimpse of how the application might function on a wider scale.

Imagine this: You walk past a store in the airport and a customized discount pops up on your iPhone. That's the basic premise — because passengers will be able to store their "WorldPoints" collected through a Heathrow loyalty card and access current retail offers and coupons with Passbook. Promotions and discounts will appear on a Passbook-enabled device throughout the customer's travel through the airport at the relevant stages of their journey. Heathrow's Passbook content will evolve to include both airport retailers and service providers. It's the first time such a program is being implemented in a European multi-retailer environment.Continue reading...

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