How Google breaks through – via McKinsey Insight

Lorraine Twohill, Google’s senior vice president of global marketing:

The way I think about marketing—and the way I tend to talk to my team about it—is “knowing the user, knowing the magic, and connecting the two.”

Knowing the user means understanding who your consumers are, who your customers are. Not just knowing who they are, but what they need, what are their deep insights, and understanding how we can help them.

Knowing the magic means knowing what’s in the hearts and minds of your engineers and your product managers, and what they’re building.

Connecting the two means bringing the magic built by engineers to the world in a way that is relevant, meaningful, and compelling to the everyday consumer.

So we create something that the world will be excited about.

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How Google breaks through

#Location-#based Mobile Ads Coming To Mall Screens Nationwide – via Screen Media Daily

Vi ricordate la scena del film Minority Report, in cui Tom Cruise passeggiava in un Mall e veniva riconosciuto dalle pareti pubblicitarie interattive e tempestato di pubblicita’ personalizzata? ..a piccoli  passi ci stiamo avvicinando!

Minority report

Shazam and Adspace Networks to Bring Location-based Mobile Ad Retargeting to DPB Mall Screens

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The combination of location-based mobile advertising and digital place-based (DPB) media is proving highly effective for increasing brand engagement with on-the-go consumers. That’s why today’s announcement from Shazam, a leading mobile engagement provider, andAdspace Networks, a leading provider of digital-place based advertising in malls and cinema lobbiesmakes perfect sense.

The partnership enables Adspace to enhance consumer’s mall experience by extending video campaigns across their mall-based ad network using Shazam’s location-based mobile technology, and provide brands with a complete, customizable mobile content experience. When this rollout is complete shoppers will now be able to interact with mobile advertisements for exclusive offers and added content.

According to Shazam, their technology “watermarks” a shopper’s smartphone location using ultrasonic signals when a shopper is within 40 feet of a floor or aerial-mounted digital place-based screen. The integration of mobile and digital place-based platforms provides advertisers with a new to way to customize their message and connect with millions of smartphone-enabled shoppers. In addition, Shazam’s ultrasonic technology remains active, whether a brand’s commercial is airing or not on Adspace’s network, so the platform’s mobile experience is always available to mall shoppers.

Continue reading #Location-#based Mobile Ads Coming To Mall Screens Nationwide – via Screen Media Daily

MONETISING LTE SERVICES – Analysys Mason

DEVELOPING NEW REVENUE STREAMS THROUGH DIFFERENTIATION AND INNOVATIVE PRICING5_Rohan_Dhamija_Figure1_web_lightbox

LTE services by user and product segments [Source: Analysys Mason, 2014]

MNOs must differentiate LTE services from those of 3G

  • Enhanced data for consumers is a key selling point for LTE
  • VoLTE (+ RCS) allows operators to offer integrated voice, video and instant messaging (IM) services with the added benefit of mobility
  • Enterprise solutions can benefit from enhanced data services
  • LTE can also provide connectivity as a substitute to fixed networks
  • Wholesale solutions may emerge as an attractive opportunity for operators. Because LTE network latency is lower than 3G, operators can develop new revenue streams by selling bandwidth for wholesale services (such as utility and M2M services). Verizon is at the forefront of this with projects in sectors such as education.

Pricing is determined by LTE positioning relative to 3G

  • Pricing premium if positioned as a value-added service with clear benefits (such as guaranteed speeds or premium content)
  • MNOs can also experiment with bundling. Data sharing across devices is being offered, with the aim of monetising devices (such as tablets) otherwise lost to Wi-Fi.

Netflix: Threat or Opportunity? – Telco2.0 Research

After DVD market which industry is going to be “Netflixed” ?

 

The way in which audiences consume movies and television content appears to be changing.  While ‘linear’ viewing of scheduled channels remains robust, the market for DVD has collapsed and new pricing and consumption models are opening up.

Telco 2 Figure 6 Netflix Evolving Content Proposition

 

So is Netflix a ‘win: win’ opportunity for all concerned?  It may not be that straightforward.  

  • For leading pay TV players, Netflix will be yet another component forcing them to invest in innovation to minimise customers churning from bundled packages, and reducing flexibility around price increases;

  • For TV channels Netflix could lead to programme rights inflation, as a new player with a distinct business model comes into bid for premium exclusive content rights

  • For both established TV platforms and premium channels there is the risk that in price sensitive markets or demographics Netflix offers may gain traction, particularly among younger consumers at the expense of traditional subscription models.

  • For telcos looking to compete with cable and satellite, while Netflix could offer a cost effective way to deliver attractive premium content, it also carries a risk of constraining the telcos into the position of a ‘dumb (or happy) pipe’, not sharing in upsides and not owning the consumer who deals directly with Netflix.

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The Era Of TV’s Media Dominance Will Come To An End In 2016 — Business Insider

The internet is about to do to TV what it has already done to newspapers and radio.

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By 2019 “interactive spend,” as Forrester calls it, will top $100 billion, while TV advertising will be at just over $90 billion

Overall, US advertisers are committing hundreds of millions of dollars less to cable TV networks for the first time since the 2009/10 seasons

Marketers are slowly coming around to the realization that consumers are spending more time on their desktops, mobiles and tablets than they are watching live TV. Ad spend on digital is starting to level up with time spent.

Brands can run beautiful campaigns like on TV, but they don’t have the shackles of scheduling, they can use more sophisticated targeting techniques and — currently — online video ads are still cheaper than buying primetime 30-second spots.

The Next Frontier in Digital Media Will Be Connected Products – ADAGE

The “Internet of Things” (IoT) has recently exploded as a hot new “thing,” fueled in part by Google‘s and Cisco’s increasing strategic investments, and an estimated $19 trillion dollar market opportunity

internet of Things

While early adopters are now experimenting with creative ways to leverage IoT as a conduit for deeper audience engagement, IoT hasn’t reached critical mass yet; IoT discussions still live inside the walls of “digital innovation” and “new product development.”

At the crux of IoT discussions for digital media is a rather simple, yet entirely disruptive concept — that individual physical products can become their own media platform for brands. In other words, a connectable product (anything from a bicycle to a soda can that consumers can engage with via their smartphones) can act as its own media channel — operating alongside TV, mobile, magazines and other media channels — and tapping into consumer behavior to create an entirely new form of CRM through physical objects. This concept — products as interactive media — has vast implications for the media landscape.

As products become connected, the game changes completely for brands, shifting marketers’ strategy from the traditional push model to a more intelligent pull model. A connected product provides a brand with a direct, real-time interface and interaction point with the consumer. Instead of pushing content toward consumers at the best guesstimated time to catch their attention, brands can engage with consumers who are proactively opting in to receive content when they most need it and when they are most engaged with the brand’s product.

Data is the key to enriching the consumer’s experience

Marketing executives are just beginning to open their eyes to the limitless marketing opportunities enabled by IoT. There is still a world of innovation before us, and if the industry can embrace the disruptive idea that products can serve as their own digital media channels, we’re off to a great start.

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Tecnologia nel retail & Google Glasses Experience – Praesidium

Tecnologia nel retail: da minaccia a nuovo asset per il successo

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Molti retailer italiani ed europei ancora oggi percepiscono la tecnologia come un fattore di rischio per il business.
L’analisi dei trend su scala mondiale fa emergere invece una nuova prospettiva, decisamente più promettente: la tecnologia come opportunità per cambiare il volto del retail.
E’ sicuramente vero che grazie all’iperconnettività e al possesso dei dispositivi mobili lo shopper può acquistare in ogni momento, in modo confortevole, veloce e facile. Tuttavia il negozio fisico continua ad avere un vantaggio competitivo significativo: la relazione diretta shopper-personale di vendita.
Il trend internazionale vede i retailer più lungimiranti muoversi verso la riduzione delle superfici di vendita, con l’obiettivo di spostare investimenti sempre più significativi su aree e strumenti di innovazione tecnologica utili a migliorare la shopping experience in-store.La tecnologia viene finalmente vista come una opportunità concreta, una risorsa da utilizzare in modo creativo per offrire un miglior servizio allo shopper e rendere l’esperienza di relazione con il retailer sempre più personalizzata ed i punti di vendita sempre più emotivamente coinvolgenti.
Ancor prima dell’ingresso nel punto vendita la tecnologia consente di intercettare lo shopper con offerte personalizzate, consigli, promozioni ad hoc e call to action realmente personali ed efficaci che invitano all’acquisto.
QR code, ibeacons, nfc, wall e vetrine interattive, riconoscimento facciale… sono solo alcune delle tecnologie che il retail sperimenta in store, e che consentono di creare un ponte tra digitale e negozio reale.
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Google guarda al processo di acquisto e stupisce

La connettività perpetua è il nuovo scenario, un vero proprio punto di svolta che ci mette di fronte alla necessità di ripensare il processo d’acquisto e le strategie per influenzarlo.
Le imprese devono guardare alla tecnologia come nuovo strumento per la costruzione di vantaggio della marca.

In questo video, realizzato da ConAgra Food in collaborazione con la divisione di Google che si occupa di shopper marketing, scopriamo come la tecnologia dei Google Glass può offrire un nuovo modo di “scrivere” la shopping list, di muoverci nel punto di vendita, di accedere ad informazioni sui prodotti e di approfondirle…senza tralasciare la possibilità di comunicare con gli altri: un perfetto esempio di come sarà possibile offrire allo shopper un’esperienza che integra in-store, out-of store e digital.
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How mobile technology is changing the in-store customer experience

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These days, emerging technologies and advertising platforms have made innovation in marketing far more important. For out-of-home (OOH) advertisers operating within traditional media, such as billboards and posters, the challenge is how they can best utilise new technologies alongside these traditional avenues to enhance the experience for consumers.
Mobile technology, as we witnessed with the implementation of QR code technology and NFC, is a great platform for OOH advertisers to explore. Used correctly, mobile can significantly increase interaction and shopper engagement in-store.

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AT&T offers beefier data plans October 31

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AT&T is offering two new data plans for smartphone users as the price war in the wireless industry heats up.

Its part of a growing trend in which wireless providers give consumers more gigabytes of data without having to pay more. As mobile devices become more sophisticated, consumers are demanding more data to send photos, watch videos and download music.

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The World of Mobile by the Numbers

The number of mobile users is approaching the number of people on earth. Some 6.9 billion people will have cellular subscriptions by the end of this year — or about 95 percent of the world’s population, according to the International Telecommunications Union. More than half of these subscribers will be in the Asia-Pacific region.

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Worldwide smartphone shipments are expected to surpass 1.2 billion units this year, a more than 23 percent increase from just a year ago, based on International Data Corp.’s forecast. Volume will reach 1.8 billion phones annually in four years — with shipments more than doubling within key emerging markets, including India, Indonesia and Russia. By 2018, China will account for nearly one out of every three smartphones shipped.

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Google’s Android will remain the market share leader among smartphone operating systems for the foreseeable future, with IDC projecting its share will hit 80 percent this year. Android has been and will continue to be the platform driving low-cost devices. Apple’s share of the mobile market is expected to drop to 15 percent (though IDC’s forecasts were made in May, prior to the record-setting iPhone 6 launch).

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It’s no surprise that mobile Internet companies are experiencing a mini Gold Rush. Private investors pumped a record $19.2 billion into these companies over the last 12 months, according to the latest research from Digi-Capital. Big money flooded into mCommerce ($4.2 billion), travel and transportation ($3.3 Billion), utilities ($1.8 billion) and games ($1.1 billion). But 10 other sectors also raised more than a half billion dollars each — spanning the gamut from food and drink to messaging and more.

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