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January 10, 2013
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Latest news on mobile apps

  Industry Highlights 
  • The Atlantic tests HTML5 site that might replace native app
    The Atlantic is opening an HTML5 browser-based site for The Atlantic Wire, hinting that it might replace the magazine's iPhone application eventually. This fits into a larger trend in which publishers are increasingly questioning the value of building native apps, as browser-based sites advance in utility and flexibility, as in the case of Condé Nast abandoning its Gourmet app in favor of Web updates. "We're going to explore this native versus Web app debate, which is part of the reason that we're testing out the HTML5 app with the Wire," Atlantic President Scott Havens says. Adweek (1/9) LinkedInFacebookTwitterEmail this Story
  Marketing & Monetization 
  • HBO markets DVDs with engaging in-app rewards campaign
    An HBO in-application mobile campaign run for the holidays used video to entice recipients to redeem a gift card. The campaign to sell boxed sets of DVDs for four HBO shows was conducted with SessionM and run through its app network. Consumers earned points toward a DVD gift card in exchange for watching a 15-second clip. (1/10) LinkedInFacebookTwitterEmail this Story
  • Luxury brands offer interactive ads in Robb Report iPad edition
    The Robb Report's latest iPad edition was sponsored by a host of luxury brands, including Fisker, Lugano Diamonds, Remy Martin and Arturo Fuente. Robb Report executive David Arnold says ads can be more "granular" on the app than they could in the magazine because of page-cost restraints. For example, Bentley advertised the Continental GT V8 with video and links to social sites and the download page for the Bentley GT V8 iPad app. Luxury Daily (1/10) LinkedInFacebookTwitterEmail this Story
  Wireless Ecosystem 
  • Apple changes policy to prevent app-image bait-and-switch
    Apple announced a new policy of locking in screenshot images submitted to the App Store alongside applications. The change is aimed at stopping app developers from using the bait-and-switch tactic of swapping out an approved screenshot with one suggesting a more popular app in order to boost downloads. "While this presumably means that scamming developers will no longer be able to game the App Store, it also hobbles legitimate developers trying to keep their app descriptions up to date," Steven Musil writes. CNET (1/9) LinkedInFacebookTwitterEmail this Story
  Marketers Needs 
  • EBay updates Apple apps for cross-platform utility
    EBay has updated its iPad and iPhone applications to better facilitate the listing and shopping process and take advantage of the post-holiday trading season. The updates allow for cross-platform posting, wherein a merchant can start a listing from a mobile device and complete it on a desktop, or vice versa. "We've streamlined the mobile selling experience to give consumers step-by-step suggestions for pricing and shipping, and we've loaded the updates with new features that let customers seamlessly switch between mobile and PC -- to more quickly and easily upload photos and edit listings," says Kevin Hurst, eBay's vice president of mobile products. (1/10) LinkedInFacebookTwitterEmail this Story
  Developer Corner 
  • Codecademy creates a platform for learning about APIs
    The startup Codecademy is partnering with YouTube, Twilio, Stripe and others on an initiative to teach lessons about application programming interfaces. Students will learn how to, for example, embed a YouTube viewer in their applications or create an in-app phone using the Twilio API. "The goal is to build a platform where anyone can add a lesson for their API," Codecademy co-founder Zach Sims says. The Wall Street Journal/Digits blog (1/9) , (1/9) LinkedInFacebookTwitterEmail this Story
  Public Policy 
  • FCC to provide more spectrum for Wi-Fi nets in public areas
    Wi-Fi networks at airports, convention centers and other crowded spaces will get more support from the Federal Communications Commission under a new policy that FCC Chairman Julius Genachowski outlined Wednesday. "The FCC is moving to bring increased speed and capacity to Wi-Fi networks by increasing the amount of unlicensed spectrum for Wi-Fi," he said. The Hill/Hillicon Valley blog (1/9) LinkedInFacebookTwitterEmail this Story
  MMA News 
  • Upcoming webinars
    Mobile Marketers' Dream in 2013: How Apple Passbook Ushers in the Third Mobile Marketing Wave

    Passbook is the new mobile marketing imperative: how to leverage it to drive sales, boost loyalty, and increase customer engagement. Passbook adoption will skyrocket in 2013, as Marketers close the books on this Holiday season and gear up for the year ahead. Apple Passbook offers companies a groundbreaking opportunity to engage mobile consumers with coupons, tickets, loyalty cards, membership passes and more -- that are both dynamic and highly relevant (time- and location-aware). Marketers can deliver offers with ease and speed, centralized on their customers' mobile devices, letting them more effectively close the loop from acquisition and engagement, to conversion. Join us online to discuss Passbook strategies and understand: The essential new role of Passbook in the mobile marketing mix; How passes can bolster your existing app strategy -- or offer you a conduit to your customers' phones for the first time; How passes work as powerful "lightweight" apps, that can be updated in real-time; How to easily execute Passbook campaigns without writing code or being a developer. Register to attend.

    Going Mobile -- Top 3 Privacy Tips for 2013

    Strong privacy practices are no longer optional for mobile applications. Not only are they a requirement dictated by government and app stores, but they are demanded by consumers who weigh privacy heavily in their decision on whether to engage with your app. Why should mobile privacy matter to you? Which industry regulations affect your business? What should you be focusing on in 2013 when it comes to privacy? Join Brian Wiechowski, Director of Business Development -- Mobile Solutions at TRUSTe, in a webinar that will help answer the above questions and also cover the following topics: Mobile Privacy 101: compliance, brand, and consumer engagement; State of the industry: regulation, self-regulation, and consumer behaviors; Your top three priorities for 2013: privacy policies, data collection, and consumer preference. Register to attend. LinkedInFacebookTwitterEmail this Story
  • Super Discount for MMA Members to Attend Flurry Source13 Thought Leadership Conference, San Francisco, Jan. 17
    Learn from top industry executives and investors to thrive in the new app economy! Speakers include Google, Microsoft, Goldman Sachs, ESPN, CBS, Zynga, Activision, Smule, Hotel Tonight, Waze, ngmoco, Shazam and more. Discussion led by top press including Bloomberg, AllThingsD, TechCrunch, GigaOM VentureBeat and Business Insider. Top VC participants include InterWest Partners, Canaan Partners, Scale Venture Partners, Menlo Ventures, First Round Capital, DFJ and more. Attend using "MMAFriends" discount code for only $199, saving $600 -- 75% off! Register and learn more. LinkedInFacebookTwitterEmail this Story
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Luck enters into every contingency. You are a fool if you forget it -- and a greater fool if you count upon it."
--Phyllis Bottome,
British writer

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