Habits of consumer usage are seen as key in mobile campaigns | Optimization, analytics are at the heart of a good mobile strategy | T.G.I. Friday's adds mobile app for orders, payment
April 26, 2012
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Industry leaders: Simplicity, convenience will draw traffic to mobile
Simplicity will be what matters above all for consumers adopting mobile payments and much more work needs to be done, Brandon McGee, director of global mobile at Dell, said at the Mobile Shopping Spring Summit in San Diego. In Dell's case, the issue is crucial as the company has no brick-and-mortar stores and depends on digital sales. But another speaker, Jared Miller of United Airlines, said that regardless of the industry, consumer convenience should be the paramount goal in the mobile space.
MobileCommerceDaily.com (4/26) 
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Consumer Engagement
Habits of consumer usage are seen as key in mobile campaigns
In mobile, consumers want the same options they have on a PC but not all at the same time, Keith Swiderski, director of online customer experience at Wyndham Worldwide, said at the Mobile Shopping Spring Summit in San Diego. This suggests that brands should carefully weigh how consumers use their mobile devices and build strategies around that. "We learned that mobile is not a PC with a smaller screen; it requires a different user experience," Swiderski said.
MobileCommerceDaily.com (4/26) 
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Optimization, analytics are at the heart of a good mobile strategy
Given that consumers are interacting with brands in a variety of ways, all channels should be optimized for the mobile devices they have with them constantly, said Jason Miller, chief technology officer and vice president of technology at Motorcycle USA. Speaking during an analytics session at the Mobile Shopping Spring Summit in San Diego, Miller said that his magazine took advantage of analysis and has used mobile redirection and detection to help users quickly find what they are looking for on the magazine's site.
Mobile Marketer (4/26) 
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Marketing & Sector Solutions
Canada is at the cutting edge for mobile payments
The hardware is in place for mobile payments at thousands of Canadian retailers as they await agreement among banks, telecom and credit card companies for final implementation. "In Canada, we are more ready than probably any country in the world," said David Robinson, head of the emerging business team at Rogers Communications. Enstream supports that assessment, noting that Canada now has more mobile-ready contactless readers per capita than any other nation.
Reuters (4/25) 
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Industry By the Numbers
China is seen as top mobile payments market in 3 years
Starting from its current small base of smartphone penetration, China is expected to surge quickly over the next three years into global leadership for mobile payments, according to a report by Kapronasia. With 441 million active mobile users by 2015, the Chinese market is projected to be worth $80 billion.
Bank Systems & Technology (4/25) 
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Survey: Mobile users don't want retailers tracking their locations
Mobile users are almost unanimous in rejecting tracking of their mobile browsing habits as an acceptable commercial practice, according to a survey. Given an option, 79% said they "definitely" would not allow stores to track them based on their phones' browsing information.
MediaPost Communications/Daily Online Examiner blog (4/25) 
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Making It Work
HTC is reported working with Facebook on smartphone
A customized HTC phone developed in cooperation with Facebook may hit the shelves this year, industry sources say. The move would come after Google's switch from HTC to Samsung for Google's phone. HTC in the past has offered two smartphones with Facebook baked in.
DigiTimes (4/25) 
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Calif. to give developers a framework on mobile privacy
The California Office of Privacy Protection says it hopes to offer application developers a set of guidelines this summer aimed at protecting consumers who download software that stores their personal data. The framework is aimed at making it easier for companies to comply with a new state law that requires transparency in their privacy policies.
PCWorld Business Center/IDG News Service (4/25) 
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Business Tips and Advice
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Upcoming MMA Webinars
Recognizing the Full Potential of QR Codes (May 15) Last year was truly a breakthrough year for QR Codes, and many brands are just now realizing the full potential of the technology for millions of Smartphone users. This webinar will explore the newest trends, case studies, and tools that enable you to offer a more intelligent & personalized user experience that will keep consumers coming back for more. Come learn from the experts that power campaigns for some of the largest brands in the world. Learn more.        

Driving Sales, Engagement and Loyalty Through Mobile Devices (May 3) Many who have run mobile marketing and advertising programs have tremendous insights that others can use to further their business goals and boost their careers. Hipcricket Chief Marketing Officer Jeff Hasen interviewed more than two dozen experienced marketers for his new book, Mobilized Marketing: Driving Sales, Engagement, and Loyalty Through Mobile Devices. In a webinar with Michael Becker, the Mobile Marketing Association's North American Managing Director, Hasen breaks down how brands of all sizes have performed in their mobile efforts -- why some have failed and how others bravely turned to mobile. Hasen and Becker will discuss field-tested guidance from the experiences of brands such as CNN, MillerCoors, Macy's, Intuit, and ESPN. Learn more about this webinar and register to attend.

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Announcing Google's Mobile Playbook
Google had conversations with hundreds of business leaders about mobile over the past year and discovered two clear themes. Today, companies understand that they need to invest in mobile to engage with their customers on this platform, but don't know where to start. To help, Google is launching a new resource: The Mobile Playbook. This interactive guide focuses on 5 crucial questions all executives should be asking to win with mobile. Visit www.themobileplaybook.com from your tablet, PC or smartphone today to check it out.
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