The current consumption context
6 online music consumer segments
An Apple advertisement airing on major networks tonight uses an alternative-rock classic to promote a new tagline for the iPhone 5S. A crowdsourced version of the Pixies’ “Gigantic” plays in the ad, which unveils a new tagline: “You’re more powerful than you think.” The ad itself shows off the iPhone’s content creation features — music is a major part of the commercial, but gaming, photography, videography, and even a language translation app are also highlighted
Burger King Worldwide Inc.’sBKW -0.04% “Have it your way” approach to fast food is going mobile, with a side of analytics. The quick service chain in April is launching an application that will allow customers to redeem coupons and pay for food with their mobile phones.
BK’s app is a bid to lure and learn from younger consumers for whom smartphones increasingly serve as a crucial device. “The real beauty of this is to be able to understand the consumer behavior of our guests,” said Alex Macedo, the company’s president of North America. It is also keeping pace with McDonald’s Corp.MCD -1.17%, which is testing its McD mobile app in 1,000 stores. Both companies are aiming to retain consumers lured by rivals such as Sonic Corp.SONC -1.48%, andChipotle Mexican Grill Inc.CMG -0.08%
Starbucks Corp.’sSBUX -0.32% mobile app has found a large audience, but the jury is still out on how quick service chains can transfer brand awareness to app store downloads, says one analyst. BK must deliver a compelling mobile experience to generate the level of customer data and business it needs to make the app effort worthwhile.
Starting next month customers can use the app, available for iPhones and Android smartphones, to place orders, redeem coupons and pay. Tapping the pay option generates a four-digit code, which the cashier enters into the point-of-sale system. The system deducts the purchase from the guest’s account, and logs the transaction.
BK will use the purchase data to deliver customers coupons based on their preferences through text messaging, email and digital “badges,” that prompt customers to open the app. Eventually, BK will add a loyalty feature that rewards regular customers with free food. It will also use preference data, such as how customers like their Whoppers prepared, to let guests pre-order from mobile phones. “It’s going to allow us to make better offers,” Mr. Macedo said. In time, BK expects the data will influence menu changes. Tillster Inc. built the app for BK, which will gradually support the software across its 7,200 stores.
For BK’s app to reach the level of the Starbucks app, which claims 10 million users, the quick service chain will need to build awareness, as well as provide customers enough incentive to download the app and use it regularly, said Sucharita Mulpuru, a Forrester Inc. analyst who covers consumer retail. With over two million apps vyingfor consumers attention in Apple and Google’s stores, she said even big brands have struggled to gain traction. BK must also update the app, which risks impeding performance. After Starbucks updated its mobile app earlier this week, Twitter lit up with complaints from users who said they had trouble signing into their accounts.
BK thinks it can lick both problems. Noting that BK has prominent placement on Facebook Inc. and Twitter Inc.TWTR +1.60%, Mr. Macedo said BK will begin marketing the application significantly shortly after roll out. BK will try to avoid the complications associated with major software launches by limiting availability of the app’s features across its stores, said Samuel Heath, director of revenue management at Burger King. Ideally, this will make fixing any bugs more manageable, although it may upset some customers when they discover the app is not fully functional. “Taking a measured approach… will help us avoid some of those pitfalls that you get in large technology deployments,” Mr. Heath said.
Une vidéo du constructeur d’ordinateur Dell, reperée par le site TheVerge, est en train de faire le tour de la toile… Son ordinateur portable, le XPS 15, serait capable (si l’en on croit la publicité) de faire tourner simultanément les systèmes d’exploitations de Microsoft et d’Apple.
Exploit juridiquement répréhensible car Apple n’autorise pas l’utilisation d’OS X sur des machines autres que ses propres Mac. D’ailleurs, la firme à la pomme a plusieurs fois entamé des poursuites judiciaires contre toute pratique détournant son système d’exploitation sur des machines non autorisées. Cela à un nom : le « Hackintosh ».