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December 13, 2012
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Latest news on mobile apps

  Industry Highlights 
  • Viddy discovers a new life on the Android platform
    Video-sharing app Viddy has been developed as a native app for Android after amassing 40 million users on the iPhone. The Android version includes 10 new effects for users wanting to spruce up 15-second videos for sharing, and includes Android-specific background processing. Viddy CEO Brett O'Brien says his app is better than competitors Klip and SocialCam because his team put more time and effort into recognizing Android's nuances. VentureBeat (12/12) LinkedInFacebookTwitterEmail this Story
  Marketing & Monetization 
  Wireless Ecosystem 
  • Google debuts its iOS 6 Maps app, touts its winning ways
    Google has released a version of its Maps app for iPhones running iOS 6, less than three months after Apple debuted its own, highly derided version. Separately, Google Chairman Eric Schmidt says that the Android-Apple battle has been decided, and that Android has won as convincingly as Windows beat Apple 20 years ago. Android's 75% share of world shipments would suggest that's true, writes Don Reisinger. Elsewhere, Google Apps Product Manager Clay Bavor scotched the rumor that the company had ruled out migrating to the Windows 8 platform, saying that Google would likely wait until the user base is higher. blog (12/13) , CNET (12/12) , CNET/Internet & Media blog (12/12) LinkedInFacebookTwitterEmail this Story
  • Microsoft: Interest in Windows Phone apps is on the rise
    Microsoft reports that applications submitted for the Windows Phone store are up 40% since the October launch of Windows Phone 8. The company says it will keep its full Windows Phone store staff working through the holidays to process app submissions. No app testing will be done on Christmas Eve, Christmas Day and New Year's Day, however. (12/12) LinkedInFacebookTwitterEmail this Story
  Marketers Needs 
  • Popchips sponsors military Postcard on the Run greetings
    Snack company Popchips' Share the Love campaign allows military members with access to an Army and Air Force Exchange Service facility to send two personalized greetings anywhere via the Postcard on the Run app. Users can add a scratch-and-sniff scent to the postcards, in addition to signing them with their fingers and attaching pictures from their mobile devices. The promotion runs to Jan. 31. Mobile Marketer (12/13) LinkedInFacebookTwitterEmail this Story
  Developer Corner 
  • OpenKit will offer open-source platform for developing social games
    Gree's decision to close its OpenFeint social-gaming platform has inspired Peter Relan of YouWeb to initiate the OpenKit project, which promises to provide an open-source platform for developers to create social games, Dean Takahashi writes. OpenKit will be designed to function with Facebook, Game Center, Google+, Gree, Twitter and other social networks. VentureBeat (12/12) LinkedInFacebookTwitterEmail this Story
  Public Policy 
  • Microsoft: We won't backtrack on "Do Not Track"
    Microsoft is standing by its decision to turn on "Do Not Track" by default in Internet Explorer, despite getting significant ad-industry blowback, says general counsel Brad Smith. Microsoft will reach out to advertisers and industry groups in a bid to assuage their concerns, but won't be backtracking on its decision, Smith says. "We crossed the Rubicon and are completely comfortable being on the other side of the river. ... We have no intention of going back," he adds. Bloomberg Businessweek (12/13) LinkedInFacebookTwitterEmail this Story
  MMA News 
  • MMA releases U.S. Consumer Best Practices for Messaging 7.0
    The MMA this week unveils the seventh edition of the "U.S. Consumer Best Practices for Messaging" (CBP 7.0). These best practices provide guidance to activate common short code messaging programs over U.S. carrier networks. CBP 7.0 is the MMA's compilation of accepted industry practices, common U.S. wireless carrier policies, and regulatory guidance that have been agreed upon by a coalition of MMA member companies and industry executives. The most significant change from the CBP 6.1 version released in May 2011 is the seamless alignment of the CTIA Audit Standards with the CBP 7.0 document. Since its introduction in 2005, the industry has looked to the CBP as the foremost guide to follow and apply common short code text messaging programs within the marketing mix. The MMA and CTIA worked together to consolidate the Audit Standards and CBP to ensure both documents were in alignment. Effective immediately, the MMA has determined that it will no longer issue CBP updates. Going forward, the CTIA will continue to advise and audit the carrier community, while the MMA will assume a more prominent role as an advocate for the marketing community. To continue to develop messaging as a viable marketing tool, the MMA will focus on next generation messaging marketing frameworks, guidelines, best practices and standards, such as text messaging, multimedia messaging, long-code messaging, mobile email and in-app push notifications. The MMA will continue to work closely with the CTIA and other industry authorities. You can download the CBP by filling out this form. LinkedInFacebookTwitterEmail this Story
  • Webinar: New Mobile Web Ad Measurement Guidelines and the Impact of "Client Side Counting" (Dec. 19)
    The MMA, in partnership with the Interactive Advertising Bureau (IAB US) and the Media Rating Council (MRC), has issued updated guidelines on how to measure and count mobile web ad impressions. Version 2.0 of the "Mobile Web Advertising Measurement Guidelines" includes a change that requires client-side counting for mobile web ad impressions, which will increase consistency with computer-based ad measurement, make impression counts far more robust and reliable, and may help to reduce mobile discrepancies. In this webinar, the MMA will review the importance of guidelines, the general benefits of industry standards and the core principles of ad measurement. These guidelines are principally applicable to mobile marketers, wireless operators, mobile publishers and ad serving organizations, and is intended as a guide to accepted practice. Additionally, planners and buyers of mobile media advertising can use these guidelines to assist in determining the quality of measurements. Importantly, webinar participants will learn about the impact of client side counting, why it is considered a high quality industry standard in the desktop web and how it will potentially impact buyers and sellers of mobile web advertising. Register for this free webinar. LinkedInFacebookTwitterEmail this Story
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