The Mobile Marketing Blog - TellMyCell

Mobile Shopping & the Mom Majority

Marketers know that, in many households, moms control the purse strings, making daily judgements on what to buy for their families. It’s safe to assume that a significant portion of those purchases are made using mobile devices. But a recent study suggests an increase in mobile shopping far beyond what anyone could have predicted.

The research, conducted by BabyCenter.com, highlights a rapidly growing trend among mothers to use smartphones as a smarter, more convenient shopping portal. It shows a 33% increase in completed purchases over the last year - bigger than the average figures across all demographics. Interestingly, much of this mobile activity begins as so-called ‘showrooming’ - 70% of respondents report using a mobile device for shopping and price-checking while inside a brick and mortar location. 

This is not all that surprising. Moms who make regular purchases of a wide variety of goods and services are in touch with up-to-the-minute market values, and know how to save money by comparing prices across competing brands. According to the survey, 56% of moms do this in-store, using their mobile devices. Mobile commerce for moms, then, is principally a money-saving endeavor, and any mobile marketing tactics used to target them should bear this in mind.

Of course, saving money with mobile goes beyond comparing costs. One of the most effective mobile marketing tactics - for all demographics - is the mobile coupon. Of the 1100 moms surveyed, 61% said they used mobile coupons. More than half reported using retailer apps, directly engaging with a specific brand from their devices.

Scanning, too, has experienced a surge in popularity among moms. Apps such as RedLaser and similar proprietary offerings from name brands allow users to scan for coupons, price comparison, or product information. Moms surveyed were 55% more likely than others to make a purchase after scanning an item.

The lessons for retailers? Offer a streamlined mobile experience that considers the needs of moms working to tight budgets and tighter schedules; provide scanning capabilities and in-store apps; give mobile coupons to loyal customers and to potential new customers as an enticements.

Moms (and, let’s not forget, stay-at-home dads responsible for running the household) are using mobile devices as part of their daily shopping habits, but that doesn’t mean they’re sitting ducks. They are some of the savviest shoppers out there, and will use the power of mobile to wring every last saving they can on behalf of their families. Connect with them in the right way and you’ll foster a sense of brand loyalty that will last after the youngest kid has been packed off to college.

New York Taxis Have Gone Mobile

If you’ve ever felt that the fare payment technologies in New York taxis were a little behind the times, you’re not alone. Clunky, confusing and with a digital display that looks like it hasn’t been updated since 1985, few will mourn the demise of the old fare meters (even though they are kinda cool looking). The entire system is loaded in favor of potentially unscrupulous cab drivers, with very little recourse for passengers who suspect they’re being scammed.

Happily, that demise is now under way. The New York City Taxi and Limousine Commission is rolling out a pilot program that will bring the iconic cabs into the Uber Age by installing GPS-based fare meters in 1,000 vehicles.  

For residents and tourists alike, the introduction of the pilot is a welcome move. Currently, the 13,500 taxi cabs roaming the streets of the Big Apple rely on an unwieldy combination of devices that track the number of times a wheel turns, and how long the cars stay in idle. Ultimately, it is hoped that all NYC cabs will be fitted with GPS and mobile payment systems contained on a single smartphone or tablet, replacing the assortment of outmoded technologies currently installed.

The move is long overdue, as New York cabs - and indeed, city taxis around the world - come to terms with the exploding popularity of Lyft, Uber, and other app-based ride-hailing services, which typically allow users to dictate their own routes (thereby eliminating the nefarious practice of longhauling) and, crucially, rate drivers based on the quality of the experience. These services have given the taxi industry a shake up - and it’s finally beginning to wake up. 

Bidding farewell to the taximeters and credit card readers will be easy for most New Yorkers, but even more pleasing to some is the removal of the much-loathed Taxi TV. The 12-hour ad loops first appeared in 2007; in 2011, it was second only to extortionate fares when passengers were asked to rate the worst elements of using a cab. 

 

Mobile Marketing for Seniors

 

A common misconception among the elderly is that they have no idea how to work anything tech-related. Many brands skip catering to seniors because they wrongly believe there’s no point. However, those that do this are robbing themselves of a very worthwhile demographic. Seniors—or those 65 and older—are living longer and increasingly getting involved in the online/mobile world. In 2014, 74 percent of people 65 and older owned a mobile device, and over 39 million seniors had social media profiles. Indeed, older peeps are the fastest-growing group of social media users, and they rely on Facebook, Twitter, and other platforms for the same reasons as their younger counterparts.  

Want to appeal to the gray and white-haired members of your target audience? Check out the following tips to help you out: 

 

Keep It Simple 

‘Simple and straightforward’ goes a long way with regard to mobile marketing for seniors, both in text and visual formats. Forget trendy slang words and opt for relatable language that’s specific to your products or services. The point is to make it clear why your older audience needs and wants your products/services, so avoid any wording that feels vague.

 

Easy ‘User Onboarding Process’ 

If you’ve been successful in encouraging the seniors in your audience to download your app, the next step is to ensure the user onboarding process is easy to understand. It shouldn’t include a long list of steps or inundate your audience with too many personal questions. If your process is too complex, you can kiss the vast majority of your elderly audience buh-bye. For best results, aim to enlarge small buttons, provide thorough explanations each time you ask for personal information, and otherwise make certain people understand the benefits you’re offering. 

 

Don’t Forget the Visual 

Seniors, like most people, are very much about the visual. If your mobile marketing campaign isn’t eye-catching, you aren’t going to grab the attention of the seniors in your audience. Pair straightforward language with stunning visuals, and see if the number of seniors in your target audience doesn’t double or triple. 

 

Include a Sweet Deal

Many of today’s seniors grew up during periods of economic strife, and are all about scoring a great deal. If you really want to market to seniors, engage them with awesome deals they can’t resist. Whether you choose to send coupons through text or email or announce deals on your social media platforms, know that seniors always love a great discount. Make your loyalty rewards program irresistible to them and reap the benefits of a boomer-focused mobile marketing strategy.

 

Be Respectful

Seniors don’t like to be talked down to (Well, who does, really?), so remember to always be respectful. Pandering to them in ways that make them feel decrepit isn’t going to help you, so make sure your mobile marketing efforts are respectful in nature. If you have a brick-and-mortar business location, make certain employees treat all older patrons with the respect they deserve. Seniors will love it, and you’ll love the increase in revenue. 

Can Wileyfox Compete in the Android Marketplace?

 

Later this year, Wileyfox will debut two new smartphones in the Android market. The prospect of greater diversity in the smartphone arena is appealing, but is there space for new devices in a seemingly saturated marketplace?  

You have to give the British business some credit: after all, it’s not every day that a company attempts the impossible. Wileyfox has two models lined up for release: the Swift and the Storm. The only thing more generic than the product titles is the styling of the phone, which looks pretty standard: big, slick screen and beveled edges—no sense in reinventing the wheel, right?  

What the phone lacks in aesthetics, however, it makes up for in personalization and price. We’re all so acclimated to high smartphone prices that the thought of buying a $200 handset sounds more like a gimmick than a feasible alternative to a luxury-priced iPhone. This is where Wileyfox begins to separate itself from big competitors. At about $200 for the Swift and $300 for the Storm, these budget cellphones aim to provide users with an affordable device with some interesting features. 

 

New and Exciting Features

The three most relevant and distinguishing features consumers are likely to notice focus on specific user preferences. Wileyfox has chosen to use Cyanogen OS rather than regular Android, which allows the user to customize settings that we normally don’t think about while using a smartphone—things like font, interface graphics, and colors to name a few. This OS also allows a bit more security with regards to app management. Additionally, the phone comes with Truecaller, which is yet another layer of protection against spam and telemarketers. 

Lastly, these phones come unlocked and ready to travel. Some say this is the smartest thing about this smartphone. Currently, most smartphones come locked, or ascribed to a certain service provider, which uses a designated network (GSM, 4G, LTE, CDMA) to offer service. While traveling outside of your local service area—especially internationally—staying connected to the network becomes increasingly problematic if not altogether impossible. Both Wileyfox phones have a dual-SIM feature, which allows the phones to travel easier without needing to connect with different carrier technologies. 

A lot of people are noting the similarities between Wileyfox and China’s budget version, called OnePlus. Wileyfox chose to install the same operating system, and plans to use similar viral marketing strategies to win consumers. But, so what?  Wileyfox is probably going to make the biggest impact on its home soil, solving a problem that most people in the EU deal with on a regular basis—outrageous roaming charges. 

Will Wileyfox be able to compete in the Android market? The jury’s still out. However, it’s no coincidence that the phone has been designed to move more freely while roaming, or that the security is beefed up for people on the go. This phone directly answers a need the people in Europe have. Will we see much of Wileyfox here in the US? That’s still up for debate. The Swift launches later this year in Europe and Asia, which will presumably be a test run for any chance it may have of surviving in the US Android market. 

How to Merge Text and Instant Messaging in Hangouts

 

To merge or not to merge text and instant message in Hangouts: that’s the question. On August 18, Google revealed a standalone website for its messaging and chat service, Hangouts. Now, users don’t have to go digging around through Google+ or Gmail and can instead use the new, dedicated URL to access IM, voice calls, video chats, and SMS.  

In addition to the new URL, Hangouts received a much-needed “interfacelift.” Users are now greeted by the same sleek design we’ve come to expect from Google, including fewer buttons on the screen and large landscape photography covering most of the background.

But back to the question: should users combine text and instant messaging? The verdict is still out on this question, and the move is likely going to be received with mixed reviews depending on how people interact with these individual features.  

On the one hand, it’s nice to jump around from SMS and chat, especially if you’ve got contacts that use the same technology for the same purpose. There’s also an advantage for users who may not check their Gmail inboxes often or rarely leave them open to check messages. 

However, things can start to feel clunky and disjointed if your contacts don’t use Hangouts frequently via mobile. 

 

Understanding the Switch

All of the fuss started months ago, when Google felt pressure to create a standalone page for its service, similar to Facebook’s messaging app Messenger, which already has a standalone page.  

The overhaul in version 4.0 includes updates for both Android and iOS, but appeals mostly to the already-loyal Gmail user who is most likely to use this free service.  

And if that’s a good fit for you, then you’ll surely want to make the mobile connection to various messaging tools within this service. To do that, simply download the latest Hangouts version 4.0 and get into your settings on the left side of the slide-out menu. 

From here, you can make Hangouts your default texting app by touching SMS disabled and selecting Hangouts in the list of texting apps. 

Next, you need to enable merges conversations, which will merge SMS and Hangouts conversation into one strand. Then you can select SMS, Hangouts, or Google Voice from the touch icon on the left side of the screen while texting. 

To enable Google Voice, you need to complete one further step by selecting your Google account instead if SMS under account settings. Then, you should be good to go.

How to Make Road Trips Easier With a Smartphone

 

Driving is stressful at the best of times - but remember how much harder it was before the vast array of apps, satnavs, online traffic data and other tools now at our disposal became available?

These days, mobile devices help us overcome - or at least mitigate the worst effects of - everything from inconsiderate fellow road users to traffic jams. Let’s take a look at a few key ways in which smartphones have made planning and executing road trips easier:

 

Crowdsourcing Information

Of all the sat nav apps on the market, Waze has proven the most popular with the general public. Why? Because it rightly uses the general public - you know, the folks actually sharing the road - to generate more accurate data on current conditions. Designed around its community of users, who can report traffic jams, construction, accidents and other hazards, Waze is constantly updated with new information to help you find the quickest route home.

 

Google is Still Your Most Loyal Friend

Among the plethora of independent apps, Google’s own offerings remains incredibly useful tools for getting from A to B. There’s Maps, of course - still the standard bearer for satellite mapping, and a perfectly serviceable sat nav to boot - but there’s also the Google Now app (on both Android and iOS) which allows you to input all the locations you need to drive between during the day. The app will warn you ahead of time when you need to set off, and let you know if there’s any traffic up ahead. 

 

Traffic Apps

There are countless tools to warn you about impending delays. One of the best is Beat the Traffic, which includes weather updates as well as the usual traffic and construction data. The self-explanatory USA Traffic Cameras lets you view hundreds of live traffic cameras. Using geo-location technology, the apps shows you live images of traffic conditions in 58 American cities. 

 

Video

Dashcams are increasingly built into new cars as standard, but if you don’t have one, CamOnRoad is here to help. The app silently records everything that happens while you drive, potentially invaluable if you have an accident and need evidence for insurance purposes. Also comes with video navigation.

 

Speed Trap Alerts

Cameras are often placed in areas where drivers, for whatever reason, tend to go over the speed limit. Apps like TomTom come with a speed camera warning function that gives road users a fair warning so they can double check they’re driving within the law.

 

How to Hack a Corvette with SMS

 

New research has shown that it’s entirely possible to hack a Corvette...with an SMS message. Four security researchers from the University of California San Diego recently presented a paper at the USENIX WOOT 2015 conference in Washington showing how they hacked a Corvette using mobile Telematic Control Units (TCUs). The units are more frequently referred to as tracking/insurance dongles. Researchers showed how these dongles, which are used by Uber and car insurance companies such as Metromile, are easily reversible and controllable via SMS.  

Such devices are connected to vehicles through the ODB-II port. This gives a person access to the vehicle’s CAN bus, which allows interaction with assorted features, such as brakes and windshield wipers. 

“We acquired some of these things, reverse engineered them, and along the way found that they had a whole bunch of security deficiencies,” said Stefan Savage, the computer security professor and project leader at University of California at San Diego. He noted that dongles “provide multiple ways to remotely…control just about anything on the vehicle they were connected to.”

 

What the Research Says 

Researchers discovered different methods of obtaining TCU details from online sources, such as the dongle’s correlating phone number and IP address. Once the Corvette’s number was found, researchers used special SMS messages to connect to the CAN bus. They then used the vehicle’s firmware vulnerabilities to control both the brakes and windshield wipers. And while these were the only two features tested, researchers could have easily accessed a slew of others, including door locks, transmission, dashboard data, etc.  

Unfortunately, TCUs are capable of receiving SMS messages while vehicles are in operation, resulting in serious risks to both drivers and passengers. The University of California security researchers subsequently recommended a number of actions, including improved key and password management, SMS authentication, and the disabling of WAN administration. 

"Metromile was concrete in its plans to disable all SMS access on its branded devices, consistent with our recommendation," said the researchers. 

The Corvette isn’t the only vehicle to be hacked successfully. Last month, researchers demonstrated how easily they could hack Jeeps featuring uConnect software. This means a staggering 471,000 US Jeeps are in danger of being controlled through IP addresses. Following the Jeep revelation, security researcher Samy Kamkar announced how a $100 gadget could be manipulated to control GM vehicle functions. 

Technological advancements may have helped vehicles and their drivers in regards to safety, however as with any advancement the opportunity to exploit vulnerabilities is present. The World Wide Web Consortium (W3C) has created a group to analyze the “security and privacy of Web-related technology” utilized by the automotive industry.

 

The Emmys Have Gone Mobile

In anticipation of the 63^rd Annual Emmy Awards, the Academy of Television Arts and Sciences has developed an app. The app features several wonderful ways to have a fully integrated experience while watching the primetime awards show. Further, the Emmy Awards Official App contains premium user value with real-time content as well as ongoing mobile archival content for the end user. Historically speaking, this marks the first time the Emmys has attempted to create an app for the show. Below is a list of some of the features of the app that will enhance a viewer’s experience:

Search Award Nominees by Category

The application doesn’t just list the categories that are televised; it includes an exhaustive list of all the awards. Once a category is chosen, a sub-menu pops up to reveal actor bios, synopses of shows, clips, photos, and fashion choices of the nominees. As the Emmys unfold, data in each category are updated in real time.

Archival Media

Using the navigational bar at the bottom of the screen, an app user can access the Emmy Awards’ archival media. This includes recordings of past awards shows, salient footage of actors, interviews, and the like. Incorporating the history of television and the Emmys into the app is innovative and dynamic, and presents a whole new aspect of the awards show to app users (particularly those users who’ve missed the Emmys in the past).

Backstage Live

“Backstage Live” offers the behind-the-scenes premium content that Emmy lovers are looking for. Using ten cameras to record the action, and Jane Lynch as your host, Backstage Live promises to give exclusive coverage and access. The app feature shows actors’ entrances and exits, greenroom moments, interviews in the pressroom, and conversations with honored artists in the Winners’ Lounge. Finally, the Thank You Cam follows winners, allowing them to dovetail their acceptance speeches with their more off-the-cuff elations.

The Emmy Awards Phone App is a testament to the variety of ways consumers can enjoy integrated media in this day and age. It has plenty of high-value media, both past and present, and incorporates media from all of the Television Academy’s myriad events. With a robust social media presence as well, the Emmys is hoping to draw in a record-breaking number of viewers on the night of the show. In the end, it appears that the directors, creators, and actors won’t be the only individuals to win this September— we present the Emmy App for your consideration. 

Has the Tablet Had Its Day?

 

One could easily spend a small fortune buying a variety of electronic devices designed to make life easier, more portable, and more efficient. From the omnipresent smartphone and highly productive desktop computer, to the portable e-reader or lightweight tablet, every device offers a unique experience. As to whether each device is necessary is still up for debate—what isn’t, however, are the declining sales of tablets reported by International Data Corporation.

During the last quarter of 2014, Apple’s iPad reported a 17.7% decrease in sales. In the same quarter, Samsung was down almost 20%. In general, total unit sales dropped 3.2% across all tablet manufacturers in 2014, a fact which leads some critics to believe tablets may be headed toward extinction—or, are they?

 

Size Problems 

Some experts fail that Apple and Samsung shot themselves in the foot by building larger smartphones. Despite its past aversion to increasing the screen size of the iPhone, Apple created a new model that is almost 5 inches, and Samsung’s Galaxy 6 is slightly larger. Today, most consumers are happy to do several tasks or enjoy recreational activities on their smartphones instead of on tablets.

When tablets first came to market circa 2010, they offered a basic solution to the limitations of small-screened smartphones with the versatility of desktop computers. It was a niche product for people with specific needs—well received by nearly everyone who enjoyed playing games or preferred reading electronic books. 

Most research suggests that the tablet’s once carefully etched market is now at odds with the technology—unsure of its use or relevancy. According to Gartner, the MacBook Air is expected to grow 60% in 2015, suggesting that productivity is not ideally managed on a tablet. Popular E-readers like the Kindle are still favored for their specific use over tablets, and most people can comfortably watch television on a 5-inch smartphone screen. 

Another issue that may account for the slowdown in sales is the longer lifespan essential to the tablet itself. While many consumers upgrade their phones every 12-15 months, tablets don’t implore the same urgency to upgrade. Where smartphones seem to revel in annual upgrades, the tablet maintains a more limited evolution. 

While it’s sad to see an expensive investment like the iPad become obsolete, it’s a relief to know that technology is headed toward a more inclusive user experience. Instead of having multiple devices for specific tasks or activities, wouldn’t it be nice to have just one or two? It would certainly be more cost effective for consumers.  

The future of the tablet isn’t over just yet. Apple and Android are already carving out new niches in education to make the technology relevant in the classroom. What’s more, limitations on smartphones and desktop computers work both ways: the screen on a mobile device can only get so big, and the productivity of desktop computers can only get so small. Tablets will likely remain somewhere in the middle. 

Bill-Splitting App Aims to Take Stress Out of Shared Costs

Leave it to millennials to popularize a new way to split a bar tab. Person-to-person mobile payment services like Venmo, Snapcash and Cashtags are bypassing ATMs and those awkward moments when the check is delivered after dessert. Instead of splitting costs on multiple cards, these mobile payment services allow users to instantly send money from one personal bank account to another.  

And that’s not all their splitting. Alexander Culberson spent $1,300 on gas, hotels rooms, food and drinks with four friends on a tip to Maine. Instead of slitting up individual items throughout the trip, the group of friends decided to split the final bill with PayPal-owned Venmo, an app the works similarly to a text message.

“If you say ‘I’ll grab beer and you grab the groceries,’” said Culbertson, “things usually don’t come out as planned.” 

Twentysomethings are finding ways to make everything simpler with mobile. Dan Callahan, a 22 year-old marketing manager says he uses the service to collect rent money from his roommate. 

“I write the checks or pay online for our rent, utilities, and anything else, and at the end of each month, I total it all up and he sends me half,” Callahan said.

Peer-to-peer mobile payment services are on the rise: Venmo, for example, experienced four times the growth this quarter compared to last year. What’s more, of $2.4 billion in processed transaction last year, $1.3 billion where in the last four months.  

This is a drop in the bucket compared to total online spending predicted to reach $334 billion in 2015. Companies like Apple, Facebook and Samsung have already caught on to these trends and quickly launched digital wallets that function similar to popular mobile payment apps.  

But is it safe to transfer money through a mobile app? Security doesn’t seem to be an issue—yet. Most of these payment services work similar to other apps that link to a user’s bank account. This means card information might be accessible if a phone is lost or stolen, but most new-age users (who are often never without their phones) find that convenience outweighs any apparent risks.  

Sierra Davis from Los Angeles said, “For my generation, money transfers like this are so familiar that it feels safe.”

For now the systems work best for people on the same platform. Most are free or have low associated fees. Eventually there may be opportunities to pay for everyday items with friends including pizza and pay-per-view.