Tag Archives: smartphones

Android continues to take chunks out of Apple, InMobi finds

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According to the latest InMobi, Australian Mobile Insights Report, Apple’s iOS smartphones continue to lose share to Android.

Between the months of January and March 2013, Apple’s smartphone share of impressions dropped 2% to 59% while Android grew 2% to 36% on the InMobi network.

The figure is impressive for the fact that the 23% margin is the nearest that Android has been to Apple before and displays a changing of the smartphone guards of sorts.

And this trend is not limited to local with other parts of the world, including New Zealand, showing Android is presently only 7.7% behind Apple.

Compounding Apple’s smartphone share loss, the iPhone also lost handset share of impressions for the first time in its history. While handset share decreased 5.4% to 45.7%, but it still held onto top spot.

Francisco Cordero, vice president and general manager of InMobi Australia and New Zealand, explains: “Android has come firing through this quarter, gaining on iOS following a great fourth quarter and Christmas sale period from Samsung which posted a record profit of AU$6.34 billion.”

The rise of the iPad has been good to Apple as it is still dominates the market, a 3% increase for the iPad, moving it to second most preferred tablet is a win despite the share loss to Android.

News isn’t great for Apple in overturning the market share with the launch of Facebook Home, the Samsung Galaxy S4 and the launch of the HTC Facebook phone piling on the heat.

“We believe that Android will maintain its momentum and close the margin between iOS even further next quarter,” says Cordero.

 

Yahoo!7 and Samsung announce Australian content partnership

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With the union between the brands announced today, a range of new Yahoo!7 services and premium content will be available to the millions of Australians who own Samsung  smartphones, tablets, smart TVs, home theatre systems, and Blu-ray players.

To strengthen the union, Yahoo!7 will launch its leading Plus7 catch-up TV service as an application on a number of Samsung mobile devices, including compatible Galaxy smartphones and tablets through the Samsung Apps store.

This is seen as a first for a Plus7 app, as it marks its maiden tour on any mobile device or tablet, joining Yahoo!7’s Fango, 7News and TV Guide in Samsung Apps.

Joshua Martin, head of strategic integration, Yahoo!7, explains: “This partnership represents a significant integrated content distribution, technology and commercial deal that allows Samsung and Yahoo!7 to deliver more of what Australians want.”

The ability for users to be able to watch content whenever and whenever, plus increased advertising opportunities is the main advantage of the partnership, as Kurt Burnett, chief sales and digital officer Seven Network tells: “We’re excited about the opportunity this will give to not only consumers of our content but also our advertising partners.”

Arno Lenior, marketing director, corporate, Samsung Electronics Australia, agrees saying, “We are committed to offering Australian consumers access to a range of exciting and engaging content so that they get the most from their devices and an exceptional entertainment experience”.

 

BlackBerry renames, hires Alicia Keys to lure back former flames

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BlackBerry maker Research In Motion (RIM) has reinvented itself in an attempt to regain former glory, henceforth operating under the BlackBerry name globally. It has also added pop star Alicia Keys as brand ambassador, who will operate under the name ’global creative director’.

The Canadian company will now trade as BB on the Toronto Stock Exchange and BBRY on the NASDAQ. The www.rim.com website has already changed to www.blackberry.com, with corporate email addresses to follow suit.

“Outside of North America, we are known solely as BlackBerry and the strength of the brand has opened doors in new and emerging markets. We now represent a company with a clear global brand and cohesive global marketing approach,” says Frank Boulben, chief marketing officer, BlackBerry.

Coinciding with the name change, the company unveiled its new BlackBerry 10 operating system and the product range that will house it at a media event in New York overnight. The range includes two devices, the Z10 and Q10, the latter of which retains the brand’s iconic hardware QWERTY keyboard.

It’s an attempt by the company to combat the dominance of Android and Apple devices in the market, with BlackBerry in recent times largely relegated to popularity in niche circles, such as heavy business users.

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Adam Leach, principal analyst at business technology analyst firm Ovum, believes the new system and devices will appeal, at least in the short term, to existing users, but are unlikely to win over users of other platforms and increase the company’s market share. “Having achieved 70,000 applications at the launch of a new platform, the latest BlackBerry is well on the way to competing in the niche smartphone market.

“Blackberry has rightly focused on ensuring that the BlackBerry 10 devices have a large catalogue of content and applications which is now essential for any modern smartphone but it looks like it will only attract short-term interest,” says Leach.

Designed for multitaskers (such as busy marketers) the new BlackBerry Hub stores all of your notifications in one place, and allows the user to tap into BlackBerry Messenger, send tweets, and respond to Facebook and LinkedIn requests without opening the apps or navigating away from the Hub.

The platform’s popular BlackBerry Messenger service now includes video calls and a screen-sharing option to remotely view another user’s screen.

Instagram-like filters have been added to the system’s camera, but BlackBerry is still business-user focused with BlackBerry10 offering Balance, a service that separates personal and professional profiles in two modes with different sets of apps.

Along with the new system and devices, there’s a new face at BlackBerry with the induction of Alicia Keys (the 14-time Grammy Award winning singer) as global creative director. At the launch event, Keys used the analogy of  BlackBerry being “like an ex-boyfriend that regained her love” when it said it had been ‘working out’ its issues and the balance of work and play features.

The Z10 will be available in the United Kingdom tomorrow, and in Canada and the United Arab Emirates on 5 February. The US rollout delay is due to carrier testing. There is no information on an Australian launch date, but Telstra and Optus have confirmed they will stock the Z10.

 

1 in 2 accepting of mobile ads, rapid ad upgrades end 2012

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Mobile advertising has experienced rapid change in the past six months as publishers respond to the burgeoning use of devices among most smartphone adopters, half of which claim they’re comfortable with mobile ads.

Mobile ad network InMobi’s mobile media consumption study found 54% of mobile users are as comfortable with mobile advertising as they are with TV or online advertising, while only 22% find them intrusive.

The high level of acceptance on what is a highly-personal device comes as good news for the industry and is evidence that improvements made to ad units over the past six months are keeping annoyance at commercial interruptions at bay, according to InMobi’s head of marketing, Marc Fine.

“Mobile ad units are evolving quite rapidly,” Fine says. “The competitive nature of the environment means there isn’t a publisher that isn’t putting user experience upfront.”

The majority of InMobi’s inventory is now between screen ads or ‘interstitials’, such as a unit shown between pages or between levels in a game, whereas  at the start of the year more bottom of the page and interruptive ad units existed.

“We’ve definitely seen a shift in the past six months to ad units that don’t take away from the navigating experience or the user experience,” Fine believes, pointing to healthier click-through and engagement rates as a result.

The improvements to ad units comes as smartphone use continues to reach even deeper into the downtime of even late adopters of the technology, allowing publishers to capitalise on the use of the device as a companion to a range of experiences.

Of the 7.5 hours of media time each day, mobile accounts for 100 minutes, more than the 93 minutes spent online via desktop. Since the study was last conducted in February 2012, 50% more of the Australian population is using a mobile to alleviate boredom during downtimes or as a companion.

Most commonly, the smartphone is being used while ‘waiting for something’, a behaviour used by 86% of owners, up from 43% since February. Three in four now use their devices in bed, up from 30%, 66% while watching TV, up from just 36%, 64% while commuting and 48% while shopping.

User are becoming so addicted to the always-on appeal that many are also using in the bathroom, while spending time with family and in a meeting or class.

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Nine in ten claim to have noticed ads while partaking in these activities, with in-app ads the most recalled, among 63% of the sample, followed by search ads and ads on retailers websites, recalled by 41% and 29% respectively.

The impact of mobile ads on purchase decision is also growing, according to InMobi. As offline media consumption, particularly print media, decline, the perceived influence of advertising in the digital environment is up.

Respondents to the research are growing increasingly likely to rate mobile as an influence on their purchasing decision, with 27% of this opinion, compared to 24% in February. The perceived influence of radio and outdoor was also up, while the impact of print and TV is believed to have dropped.

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For Fine, this self-reported data tells of an increase in the efficacy of mobile advertising, but also highlights the importance of an omni-channel marketing approach. “Where mobile works the best is when it runs in conjunction with tv or radio, or outdoor… It’s that amplification of channels and the integration of messaging across multiple channels as to where you see the best results.

“That’s a trend that we’re going to see next year: it’s not about running campaigns in silos, it’s about cross-media amplification and how mobile can mobile can support and complement traditional channels like outdoor, TV and radio.”

 

Online video to rob broadcasters of significant share in 2013

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The boom in online video is expected to rob broadcasters of significant market share in 2013, according to forecasts from Frost & Sullivan.

With most online consumers having trialled watching TV shows online, the rise of mobile video and social media becoming an important discovery tool for video content, 2013 is set to be the year where consumers wrest control of their viewing habits from broadcasters en mass.

Presenting technology trends for next year at a luncheon, senior research manager of the analyst’s ICT ANZ practice, Phil Harpur, said a growing pool of viewers are already watching online TV across a range of devices.

He expects the trend of consumers watching what they want to watch, when they want to watch it, to go grow rapidly next year, particularly among younger age groups.  A recent survey of 1000 Australians by the group showed 94% of 15 to 17 year olds  watched TV shows or movies on a desktop or laptop in the month prior to the study.

Consumers are also expected to turn to shorter, snackable forms of content through platforms such as YouTube. “YouTube is evolving to be a platform or hub for companies to host their own channels, and enabling sites such as Vevo and Machinima to rapidly gain global audiences, especially amongst the 13 to 34 year-old demographic,” Harpur said.

The researcher found 66% of smartphone users watch short video clips on average at least once a month. “A key trend over the last year has been the growing importance of the mobile channel, in particular the smartphone, for the delivery of online video,” Harpur added.

“This percentage will rise even higher in 2013 as smartphone penetration rises, and the acceptance of the mobile channel to watch online video pervades further.”

Social media is expected to play a growing role in the video watching experience, both through the integration of mobile devices into the lounge room and as a starting point for the viewing experience.

“Social media is also becoming an important discovery channel for new video content for consumers,” Harpur said.

Frost & Sullivan also predict that online video and social media will grow as advertising mediums in the year ahead, as their use continues to grow.

 

Trend report: Tech dichotomy creates hunger for both virtual and real world experiences

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Technology will be embedded into everyday objects, smartphones will become as much a part of our identity as our fingerprints and retail will venture beyond bricks and clicks in 2013 – a reality that consumers will both reject and embrace, JWT forecasts.

In its eighth annual trends report, the marcomms agency predicts that the rapid advance of technology will see it embedded into everyday life more pervasively, creating infinite avenues for personalisation while also creating opportunities for brands to connect in more human ways.

“In our forecast of trends for the near future, new technology continues to take centre stage, as we see major shifts tied to warp-speed developments in mobile, social and data technologies,” says Ann Mack, director of trendspotting for JWT.

“Many of our trends reflect how businesses are driving, leveraging or counteracting technology’s omnipresence in our lives, and how consumers are responding to its pull.”

JWT expects everyday objects, from eyeglasses to socks to bikes, to become smart helping us to measure, navigate and augment the world. At the same time, the smartphone will become a “de facto fingerprint” as it evolves into a wallet, keys, health consultant and more, to become a reflection of our identity all in one place.

The explosion of data that will result from this pervasive digitisation will afford brands the opportunity to proactively personalise offers and communications more precisely, the report says. “As we generate more data than ever and as data analysis gets more sophisticated, brands will be able to predict what a customer needs or wants. Predictive personalisation will result in very precise offers and communications.”

But what technology gives people with one hand, it takes with the other – creating another opportunity for brands to give something real world experiences back. The theme of de-teching from last year’s report has been expanded upon to encompass a need for sensory stimulation, as people’s lives become more virtual. Brands will look for more ways to ramp up stimuli, to create more poignant products and experiences, the report predicts.

Ten trends have been identified by the trendwatcher, with some of the other key shifts being:

  • Everything is retail: Shopping is shifting from an activity that takes place in physical stores or online to a value exchange that can play out in multiple new and novel ways. Since almost anything can be a retail channel, thanks largely to mobile technology, brands must get increasingly creative in where and how they sell their goods.
  • Peer power: As the peer-to-peer marketplace expands in size and scope – moving beyond goods to a wide range of services – it will increasingly upend major industries from hospitality and education to tourism and transportation. For example, peer-to-peer lodging companies, such as Airbnb, Wimdu and 9flats, are challenging traditional hotels by enabling consumers to host travelers in a wide variety of often unique and affordable accommodations, from couches to rooms to full homes.
  • Going public in private: In an era when living publicly is becoming the default, people are coming up with creative ways to carve out private spaces in their lives. Rather than rejecting today’s ubiquitous social media and sharing tools outright, we’re reaping all the benefits of maintaining a vibrant digital identity while gradually defining and managing a new notion of privacy for the 21st century.
  • Play as a competitive advantage: Adults will increasingly adopt for themselves the revitalised idea that kids should have plenty of unstructured play to balance out today’s plethora of organized and tech-based activities. There will be a growing realisation that unstructured time begets more imagination, creativity and innovation – all competitive advantages. For example, Spacious, a recently formed organisation in Washington, D.C., champions the idea of adult play and has sponsored events such as an ‘adult recess’ that included pie-throwing and games of Twister.

The report also predicts that as stress gets more widely recognised as a serious and costly issue, governments and brands will ramp up efforts to prevent or reduce it. It puts a spotlight on health, with two separate trends examining the rising awareness around the impact of stress and happiness on well-being and how businesses are addressing it, in recognition of the fact that happiness and health go hand in hand.

JWT’s ‘10 Trends for 2013’ is the result of quantitative, qualitative and desk research conducted throughout the year across more than two dozen markets.

 

Tablets to hit 30% penetration next year, growth rivals smartphones

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Just exactly how big is the tablet market expected to get? Almost one in three Australians are forecast to own one by next year, according to technology analysts Telsyte.

The firm’s research shows the Australian tablet market grew 188% year on year in the first half of 2012 and is on track to reach 2.37 million units sold by the end of the calendar year. Penetration currently sits at 15% and is set to reach 30% in 2013 and around 50% by 2016.

Research director at Telsyte, Foad Fadaghi, says the uptake rate is comparable to the growth seen in smartphone penetration. “Media tablets are a rapidly growing opportunity for vendors and media organisations. Within four years half the population will be relying on such a device for a lot of their computing needs, covering education, entertainment, productivity and other applications,” he says.

The market is being shaped by three main trends — price competition, global litigation and growing mainstream user adoption, according to the report. It goes on to say, “Price competition is being facilitated by a range of new affordable models, including the recently released Google Nexus 7. These devices typically come without 3G or 4G radios making them less costly to produce.”

Apple’s smaller form iPad, which Telsyte thinks will come to pass, and Microsoft’s Windows 8 Surface RT tablets are also expected to be competitively priced when released later this year.

Telsyte predicts Apple will maintain its market leading share of three-quarters of the market for at least the next 12 months.

Business analysts Frost & Sullivan have more conservative forecasts of tablet penetration. They put current ownership at 13% and forecast penetration levels of 29% by 2017.

Online video stragglers: Aus ranks 7th for video access in Asia Pacific

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While 79.7% of online Australians now watch videos online, the nation is only the seventh most prolific user of online video per capita in the Asia Pacific region, according to comScore.

The web monitoring firm’s Video Matrix tool shows that four in five online Australians accessed internet video in June, putting penetration levels behind highly-developed neighbours, such as Hong Kong, Singapore and Japan, as well as less developed neighbours and the global average.

However, in terms of the number of clips watched per viewer, Australia moves up the rankings to place fourth with an average of 151 clips watched per viewer in June.

Senior vice president for comScore in Asia Pacific, Joe Nguyen, comments that watching video clips online is now part of the diet of most online consumers, and is expected to grow across the region. “Online video viewing has become a leading pastime for the majority of today’s online consumers, presenting new opportunities for content providers and advertisers to reach their key audiences with engaging content,” Nguyen says.

“As content options expand and connection speeds advance, we expect to see more people spend more time watching online video in developing markets, which presents an exciting opportunity for marketers throughout the region.”

Video viewing penetration across the region ranged from a low of 66.9% in Indonesia to a high of 89.8% in Vietnam, as both broadband access and content availability factored into online video viewing adoption.

Vietnam, Hong Kong (88.7% reach), Singapore (84.5% reach), Japan (83.7% reach) and New Zealand (83.4% reach) all saw online video penetration exceed the global average of 83.1%.

With an ageing population, Australia’s lower penetration of online video watchers could simply be a reflection of the less sophisticated web habits of older generations. The quality and depth of video content available to Australian audiences, a topic that attracts considerable debate within the industry, appears to be healthy with the average number of clips watched per viewer high relative to the rest of the region.

To see an in-depth analysis of Australia’s online video behaviour, view Marketing’s ‘Online Video Snapshot’ infographic here.

In June, the average Australian video watcher consumed 151 clips, a slight decrease on usage recorded in April when viewers accessed an average of 158 clips each. On balance this would put our current usage on par with Singapore and behind only Hong Kong, with 181 videos per viewer in June, and Japan, with a staggering 243 videos per viewer for the month.

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Infographic: Online video snapshot

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‘Online video’, a format ‘traditionally’ entailing short rather than long online clips, is the subject of Marketing’s latest infographic investigation.

The point that emerges most strongly out of our visualisation of comScore’s data is the rapid increase in the amount of video being consumed and the increase in the amount of time spent watching as more long form content moves online. These findings point to a future where connected TVs merge what is considered online video today and traditional broadcast television.

But while we wait for that future to arrive, there are a number of other evolutions taking place in the consumption of video through PCs, mobile devices and apps on smart TVs.

The average online video watcher consumes 158 clips per month or 14.3 hours of video. Men dominate, accounting for two-thirds of time spend watching, the reason for which we won’t hazard a guess other than to point out that adult themed video is the seventh most watched category, reaching almost one in four Australians!

The news media’s shift towards video content is being led by ninemsn (aggregated under Microsoft’s banner) and Yahoo!7, who registered higher viewer numbers in April than Fairfax and News Ltd. In the battle of the big digital newspaper groups, News eclipsed Fairfax by 200,000 views but did not hold the audience per video for quite as long.

Data brought in from comScore’s US analysis shows that one-third of viewers regularly use the internet for TV show consumption, via services such as Hulu and Ooyala. This behaviour skews heavily towards younger audiences with almost one in two 18-34 year olds regularly watching long form TV content via the internet.

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The smartphone as a retail navigation device [infographic]

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Smartphones: they can help you navigate foreign cities, local eateries, real estate and even the field of nearby singles waiting to beat down your door. They can also help you navigate the retail landscape, a fact retailers are becoming increasingly wary of. Marketing presents, and explains, its original infographic on how the smartphone is increasingly being used as a personal shopping assistant below.

As of February this year, one in three smartphone owners had used their device in-store to aid the shopping process, according to TNS’ ‘Joining the Dots’ study, a figure that’s likely to have jumped since. The savvy shoppers who use their phone as a secondary shopping channel while they browse the aisles bounce back and forth between bricks- and-mortar and online merchants, sniffing out the best products and the best deals. They seek the best of both worlds, walking the showroom for a tactile experience with products or the instant gratification of buying on the spot, and checking their phone for price comparisons, independent reviews or more detailed information.

Some categories lend themselves to the online world better than others, due in part to their nature and in part to the degree to which the category has travelled online. Electronics stands out as the most common category shopped in unison, with 79% having accessed their phone as a secondary information channel while in-store. The practice can easily lure shoppers away – 34% state they would buy online if they found something 10% cheaper, a figure that jumps to 64% if the price is 20% cheaper.

For retailers, this looms as a potential loss of control. The trend has been described as one of the factors contributing to the dwindling fortunes of American retailer Best Buy, as consumers take advantage of their well-stocked showrooms and knowledgeable staff to research products they intend to buy elsewhere. But TNS researcher, Peter Firth, says it can also be an opportunity for the retail sector. “It’s about maintaining the purchase,” Firth says. “While people are in your store, you have some control over what they purchase. If you can facilitate the purchase while the shopper’s there by offering some reward, some incentive, all the information they need or access to consumer reviews, it cuts down the risk of shoppers going home to look online or buying from elsewhere.”

For higher involvement categories in particular, the mobile is in fact a catalyst for purchase behaviour, a factor that can lose a sale but an opportunity that can be seized to keep a sale also. The mobile can be used as a tool for the retailer to connect the dots between what the consumer appreciates about bricks-and-mortar stores and what they crave from the online world. In the research, which looked specifically at this trend, shoppers were asked about the last purchase they made in-store with the assistance of a mobile device. Taking the high involvement electronics category as an example, 71% of shoppers state they wouldn’t have bought the product they did or would have visited other stores if they hadn’t had their phone on them to check their options. This means for those who are accustomed to using the phone, almost three in four purchases would have gone begging, demonstrating just how important it’s become in their decision making process.

The mobile web emerged as the most commonly accessed point of secondary research, with the website of the retailer currently being shopped and price comparison sites the most popular destinations. Apps show lower use currently, but high future demand, with 45% rating them as an ideal shopping assistant tool and 43% rating apps with barcode scanners as desirable.

As part of TNS’ study, five shopping related mobile services were tested with consumers, including a shopper rewards app, billboard grocery shopping, recipe suggestions and an ideas and inspiration stimulator. The rewards app, defined as a service that rewarded shoppers with points redeemable for discounts, emerged as the most popular option. It’s a proposition already in action in the US, where Shopkick has proven popular with shoppers.

Other uses of the phone in-store which proved popular among consumers were using it to get real-time advice from friends. Two retailers recently employed strategies encouraging this behaviour, gaining them social media buzz in the process – Diesel who installed webcams outside change rooms for shoppers could post pictures of outfits to Facebook and receive real time feedback and Sportsgirl who installed a digital mirror in a Melbourne store.

Short of investing in an innovative mobile solution, there are a number of commonly voiced tips for retailers to put into practice. Many are widely known, but not so widely implemented, such as ensuring your website is optimised for mobile. Optimisation of your store in mobile directories, such as Google Places, is also important, so that people searching by current location can find you. Incorporating social elements into your mobile content, like Facebook Connect, and ensuring the content is shareable can help to further spread word of your offer via mobile. And if you’ve got information online or offers to direct shoppers’ attention to, cross promote them in-store and encourage interaction via the mobile device so that your destination is the one they end up at, not a competitor’s.

However popular online retailing may become – it accounted for 5% of retail sales in 2011 according to the NAB’s Online Retail Index, compared to 7.5% in the US and almost 10% in the UK – the real world store still fills many needs. It will retain its place as a vital link in the retail chain, and possibly even be aided by the smartphone’s ability to join the dots between the real and virtual worlds.

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Online video doubles, but smart TVs lie idle in Australia

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The number of videos viewed on tablets, mobile devices and internet-connected TVs nearly doubled in the fourth quarter of 2011, according to global analysis by online video platform Ooyala.

The findings suggest that not only are viewers watching more online video, but the time spent watching also increased across all forms of access. Tablets grew the fastest between quarter three and quarter four, with time spent watching up by 22%, while mobile and desktop increased by around 15% and connected TVs by around 12%.

In terms of engagement, connected TVs were the most likely to hold their audience til the end of the video (47% completed watching the video) and they also held audiences for longer periods of time, with clips of 10 minutes or longer accounting for more than half the hours watched. Tablet viewers, who completed videos 38% of the time, commanded the second most engaged audience and, while more videos were watched on mobile devices, viewers were less likely to watch videos through to the end on a smartphone.

The findings show the potential of internet-enabled TVs to deliver an engaged audience to advertisers. According to the report, Google TV increased its share of video plays by 91% during the last quarter of 2011 across the markets in which it operates.

But in Australia, uptake of online video viewing via internet-connected TVs lags behind overseas counterparts, with the vast majority of ”smart” television sets remaining unconnected to the internet.

And, according to a report in the Sydney Morning Herald, only a small percentage of the 1.5 million sets that are connected are being used to access online video content, based on Telstra’s connection figures.

Megan Brownlow, editor of PricewaterhouseCoopers’s Entertainment and Media Outlook, believes that for most Australians having too much choice and having to actively pursue content can be overbearing when it comes to watching TV.

”You have to think about the way in which we watch TV,” Brownlow told the Herald. “Most of us work long hours and are tired at the end of a long day. When we watch TV, it is a slump back experience.”

While connected TVs are not yet reaching their potential, the conversion rate (the ratio of video displays to video plays) of online video continues to grow overall, up from 35% in quarter three to 40% in quarter four of 2011. Facebook continues to beat Twitter in video sharing, at a rate of ten to one, with more than 10 videos shared on Facebook for every video shared via Twitter.

Ooyala’s report also attributes the explosion in video plays on tablets and mobile devices in December to the “one-two punch of newly-gifted gadgets and time spent away from the office”.

 

The data in Ooyala’s ‘Video Index Report’ was taken from a cross-section of Ooyala’s global customer and partner database – an array of broadcasters, studios, cable operators, print publications, online media companies and consumer brands in over 100 different countries.