Mobile app fever created a route into major accounts for the Boston, Mass., startup Localytics. The company's own evolution--from analytics platform to in-app marketing to optimization tool--mirrors the development of measurement in the app era. We evaluate how the company is maintaining an innovation gap between the value it delivers to marketers and the mobile offerings of suites from larger vendors.
Multiple-device ownership creates as many headaches for digital ad platforms as it does for advertisers. Google's drive to transition its search advertising customers to enhanced campaigns has brought the question of managing outreach across PCs, tablets and handsets into sharp relief. But the challenges facing mobile advertising remain unsolved, leaving the door open for rivals to grab mindshare.
In 2013, more than 10 payment apps have secured a foothold with mobile users in the U.S. But in spite of a big year of activity and broad media interest, none of the first generation of mobile wallets has conquered the mass market. In this report, Yankee Group outlines seven steps wallet vendors should take to win over ecosystem partners and hit the big time.
Mobile is breaking down the barriers between marketing, payments and loyalty. Companies and technology providers must address this extended value chain to win over customers, not to mention get them to keep coming back. Digging deep into the current state of the mobile marketing and commerce space allows us to paint a picture of where it's going in three to five years and, more importantly, what players need to do to be successful.
Mobile social advertising is winning over marketers in key verticals, but few big brands will advertise their businesses solely on Facebook. Although two-thirds of smartphone owners are clicking into social networks on mobile devices, a heavy age bias compromises social’s mass media claims. Brands will give mobile social advertising a serious part, but in a supporting role.
The first five years of the app era provided limited returns for operators. In the second wave of app usage, operators should use apps to transform the interactions between their core business units and customers. Mobile operators are also uniquely positioned to influence the future evolution of key enabling technologies for mobile application development.
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