Three-fourths of the world’s mobile data traffic will be video by 2019

11 massive predictions about the future of mobile and mobile data | memeburn.

At this stage, telling anyone that we live in a mobile world seems more or less pointless. Our phones are hardwired into our daily lives and, for many of us, can seem more like artificial limbs than everyday devices. They’ve changed the world too. Web designers now think about how you’ll experience a site on a phone or tablet before they think about how you’ll see it on a desktop.

Apps meanwhile have gone from single function curiosities to powerful tools that allow us to do everything from hailing private cars to making investments on the fly.

Given that we’ve come so far since the first cellphone call was made 42 years ago, where are we likely headed to next?

Well, global networking powerhouse Cisco has lifted the cloth on its crystal ball and offered up its predictions for where mobile and mobile data are going in the next few years. And if it’s anywhere near right, then we’re in for some astonishing growth in both spaces.

1. Global mobile data traffic will increase nearly tenfold between 2014 and 2019

Mobile data traffic will grow at a compound annual growth rate (CAGR) of 57% from 2014 to 2019, reaching 24.3 exabytes per month by 2019.

Cisco Exabytes

2. By 2019 there will be nearly 1.5 mobile devices for every person on the planet

There will be 11.5 billion mobile-connected devices by 2019, including M2M modules—exceeding the world’s projected population at that time (7.6 billion).

Cisco devices

3. Mobile network connection speeds will increase more than twofold by 2019

The average mobile network connection speed (1.7 Mbps in 2014) will reach nearly 4.0 megabits per second (Mbps) by 2019. By 2016, average mobile network connection speed will surpass 2.0 Mbps.

4. By 2019, 4G will be 26% of connections, but 68% of total traffic

By 2019, a 4G connection will generate 10 times more traffic on average than a non-4G connection.

<center<Cisco 4G traffic

5. By 2019, more than half of all devices connected to the mobile network will be “smart” devices

Globally, 54% of mobile devices will be smart devices by 2019, up from 26 percent in 2014. The vast majority of mobile data traffic (97 percent) will originate from these smart devices by 2019, up from 88% in 2014.

6. By 2019, 54% of all global mobile devices could potentially be capable of connecting to an IPv6 mobile network

More than 6.2 billion devices will be IPv6-capable by 2019.

7. Nearly three-fourths of the world’s mobile data traffic will be video by 2019

Mobile video will increase 13-fold between 2014 and 2019, accounting for 72% of total mobile data traffic by the end of the forecast period.

Cisco Video

8. By 2019, mobile-connected tablets will generate nearly double the traffic generated by the entire global mobile network in 2014

The amount of mobile data traffic generated by tablets by 2019 (3.2 exabytes per month) will be 1.3 times higher than the total amount of global mobile data traffic in 2014 (2.5 exabytes per month).

9. The average smartphone will generate 4.0 GB of traffic per month by 2019

That’s a fivefold increase over the 2014 average of 819 MB per month. By 2019, aggregate smartphone traffic will be 10.5 times greater than it is today, with a CAGR of 60 percent.

10. By 2016, more than half of all traffic from mobile-connected devices (almost 14 exabytes) will be offloaded to the fixed network by means of Wi-Fi devices and femtocells each month

Without Wi-Fi and femtocell offload, total mobile data traffic would grow at a CAGR of 62 percent between 2014 and 2019, instead of the projected CAGR of 57 percent.

11. The Middle East and Africa will have the strongest mobile data traffic growth of any region with a 72% CAGR

This region will be followed by Central and Eastern Europe at 71 percent and Latin America at 59 percent.

Apps en 2015: 80% du temps mobile. |Thomas Husson (Forrester) Viuz

Thomas Husson (Forrester) : 5 constats et 5 tendances pour l’Apps Marketing en 2015 | Viuz.

Même si les Apps représentent 80% du temps mobile. Elles ne constituent pas la panacée pour les marques. Dans une étude publiée par Forrester, Thomas Husson analyse le cas spécifique des Apps de marque et nous livre ces 5 tendances en termes d’Apps marketing en 2015.

1- Trop d’Apps non pertinentes sont lancées

Plusieurs marques dans différentes industries ont confié à Forrester avoir lancé plus de 150 Apps ne générant que quelques centaines de téléchargements.

Parallélement des marques comme Starbucks ou Nike + training club qui a généré 16 millions de téléchargement ont réussi leur percée dans les Appstores et auprès du grand public.

Selon Forrester, il faut lancer moins d’Apps, offrir des expériences contextuelles et surtout connecter et personnaliser les Apps  en les liant à la base CRM des sociétés.

2- Une minorité d’Apps offre de réelles expériences d’engagement

Seuls 9 Apps sur les 100 de l’index Forrester appartiennent à la catégorie “Addictive” . Ce sont souvent des Apps sociales comme Facebook, Snapchat, Pinterest, Instagram et What’sApps.

3- Les consommateurs passent la majorité de leur temps sur un nombre restreint d’Apps

image: http://www.viuz.com/wp-content/uploads/Etude-Forrester-temps-pass%C3%A9-sur-les-Apps-facebook-snapchat-youtube-google-Q4-2014.png

Etude Forrester temps passé sur les Apps facebook snapchat youtube google Q4 2014

 

Si les consommateurs américains et anglais utilisent en moyenne 24 apps par mois, ils passent en réalité 80% de leurs temps sur 5 apps sur leur smartphone et 56% sur 3 apps sur tablette aux US.

Peu d’Apps peuvent légitimement revendiquer le statut d’Apps “Plein écran” dans les foyers. Il vaut mieux emprunter son chemin à travers les applications mobiles les plus populaires souligne Forrester.

4- Les Apps mobile n’ont pas remplacé le Web Mobile

48% des utilisateurs accèdent au Web via leurs terminaux mobiles en France et 56% des utilisateurs américains utilisent Google une fois par semaine sur leur téléphone contre 57% pour les Apps . Par ailleurs précise Forrester, la majorité du traffic shopping va sur le webmobile.

L’institut d’étude appelle donc à une stratégie différenciée entre le Webmobile et les Apps natives. A l’heure actuelle seuls 48% des marketers ont adopté cette stratégie différenciée.

5- La plupart des Apps ne générent pas de revenus significatifs

60% des développeurs d’Apps gagnent moins de 500 dollars par mois. La majorité des revenus restent aujourd’hui encore concentrés chez les grands éditeurs de jeux mobiles.

Même si les marketers n’ont pas tous des objectifs immédiats de monétisation, Forrester recommande d’utiliser les In Apps purchase et le pricing contextuel afin d’améliorer les performances des Applications de marques à la manière d’Hotel Tonight et de quantifier la Total Value des Apps mobiles : préférence de marque, satisfaction client, et valeur accrue sur les canaux offline et les magasins physiques.

Enfin, parmi les grandes tendances 2015 pour l’Apps marketing Forrester isole les tendances suivantes

1- Les Apps à reach massif se transformeront en plateformes marketing

Les Apps sociales et les Apps de messagerie permettront aux marques d’offrir des expériences plus riches au sein de leurs Apps. (cf. L’intégration d’Uber dans Google Maps ou, en chine, la réservation de Taxi Didi Cache au sein de Snapchat, la Fourchette dans Trip Advisor).

L’institut d’étude recommande par ailleurs aux marques de travailler les Apps Extensions et les notifications afin d’exploiter les micro-moments et être visible, hors Apps, sur les terminaux et l’écran d’accueil des smartphones des utilisateurs.

2- Google et Twitter vont s’attaquer au lead de Facebook dans les Apps Install

Google va accélérer ses offres d’ Apps Install de même que Twitter avec ses nouvelles offres issues de ses rachat de MoPub et Crashalytics.

Mais, selon Forrester, le CPI (Cost Per Install) ne devrait pas pour autant décliner. En un an il a progressé de 59% (soure Fiksu). Parallèlement aux dispositifs d’installation, les marques doivent investir dans l’Apps Store optimisation  (ASO) et les Appstore Analytics recommande Thomas Husson.

3- Les dégroupage des Apps (Apps Unbundling) va forcer les directeurs marketing à revoir leurs stratégies

Le dégroupage accéléré ccommencé dans les Apps Facebook touche également Google, LinkedIn et Foursquare.

Pour les marques en revanche, la question d’une Apps par segment dotée de fonctionnalités limitées reste complexe et doit apprécier au cas par cas. Forrester note cependant un mouvement de réduction du nombre d’Apps dans certains groupes, comme ESPN qui est passé de 50 à 10 Apps l’année dernière.

4- Le Deep Linking devrait simplifier l’experience des Apps et l’exécution du marketing mobile

Cette indexation mobile et la capacité à fournir de vraies réponses In Apps, en une “touch”, est actuellement mis en avant par des Start-Ups comme URX et Quixey mais aussi par Google, Facebook et Twitter (suite au rachat de Tap Commerce).

Attention toutefois, comme le souligne Forrester, le deep linking est encore loin d’être un standard…Il convient d’expérimenter plusieurs solutions avant de faire un choix définitif.

5- L’Apps retargeting permettra d’optimiser ses campagnes mobiles

Déja très utilisées par les editeurs de jeux mobiles, ces possibilités marketing offertes par Facebook, Twitter, Criteo et Apps Flyer permettent d’isoler les utilisateurs les plus loyaux, maximiser le ré-engagement au sein des Apps tout en monetisant la base de clients existants et optimiser les budget marketing mobile.


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Mobile analytics: Extending the reach of customer service to mobile | ITProPortal.com

5 reasons 2015 will be the year of Big Data | ITProPortal.com.

Big data has been one of the biggest trends over the last couple of years. Yet while companies seem to have gained a better understanding of the concept in 2014, there is still confusion about how to unlock its true business potential.

In 2015, I expect to see companies explore, and get to grips with this in a variety of areas. Some of my key predictions for the year ahead include:

SEE ALSO: 6 Google tricks that you probably never knew

1. Security Analytics: The hot topic for fraud detection

Analytics will become a key tool in detecting and preventing advanced threats in 2015. According to Mandiant’s M-Trends report on IT security, attackers spend around 229 days on a victim’s network before they are discovered, almost always using valid credentials, and 67 per cent of victims are notified about the threat by someone outside of their organisation.

As the adoption of connected devices grows and data becomes more interlinked, threats and their ability to spread quickly will be more pronounced. Data analytics will therefore be used more proactively to spot unusual event patterns, or anticipate what these patterns might be and set up alerts to escalate them to the right people so they can be solved before they make a major impact.

The fast moving nature of fraud does however mean that patterns are constantly changing and new ones will emerge, so writing rules into software simply isn’t enough. IT and security teams will need challenge themselves to constantly ask new questions of their data and ‘think like a criminal’ about how they would breach a system.

 2. Hadoop: From data store to valuable data insight

Despite accelerated adoption of Hadoop in EMEA in recent years, driving value from the data stored in Hadoop is a time consuming and expensive process that requires experienced data scientists. In 2015 however, analytics on Hadoop and elsewhere will become easier to use and accessible to anyone in a business regardless of their job role and technical know-how.

Self-service analytics, will mean that anyone within an organisation will be able to gain business insight from Hadoop in real-time, opening an organisation’s data to an entirely new audience.

The number and type of organisations looking to “test the waters” with Hadoop will also increase as managed/cloud services make this an affordable option.  The rise of PAYG (pay as you go) pricing plans with providers such as AWS, for example, means the initial investment in terms of software, infrastructure and skills can be minimised.

Companies will therefore have the freedom to experiment with Hadoop through “Big Data as a Service” to demonstrate ROI and evaluate the possible return of a bigger investment. This could also apply to departments within an organisation that opt for a DIY approach rather than relying on IT teams.

big data, hilarious, 2015 predictions

3. IoT: An evolution from “connected toothbrushes and Fitbits” to industrial data

In 2015, the conversation around IoT will extend beyond consumer devices to the disruption in traditional ‘bricks & mortar’ industries like building, manufacturing and transportation.

Manufacturing, for example, is increasingly benefitting from the combination of IoT and big data. By linking up sensors and robotics to automate processes, manufacturers are becoming more efficient, while also generating a massive amount of ‘machine data’ which can be indexed, monitored and analysed to provide real time problem solving, machine health monitoring and cost avoidance.

An example in transport is New York Air Brake which is using Splunk Enterprise to save up to $1 billion in fuel and other costs on U.S. railroads. As a leading supplier of braking systems and components, simulators and control systems to the train industry, the company uses real time analytics of data collected from train tracks to define the best driver strategies.

This might range from warning an engineer to back off the throttle five per cent to increase fuel efficiency, or alerting an engineer that gravitational forces threaten to create a dangerous situation a few miles down the track.

4. DevOps: Developer and IT Operational Analytics

In 2015, growing numbers of organisations will be using analytics around DevOps (IT Operational Analytics) to drive software quality and deliver what customers are looking for.  For example, when releasing a new web add-on, mobile app, or feature, companies can analyse the data generated as customers interact with it, to measure performance, identify issues and improve / refine the tool.

As a result software products will get to market faster and be driven by customer feedback and adoption analytics. This process can also drive operational intelligence in other areas that will be fed into overall business decisions.

5. Mobile analytics: Extending the reach of customer service to mobile

According to ComScore, more than 60 per cent of consumers’ time spent online with retailers is on a mobile device. The mobile app is therefore becoming as valuable as the website for omnichannel retailers, and a necessity in building a 360 degree view of the customer.

Ensuring customer experience is as good on mobile applications as it is online will therefore become essential in 2015, and securing transactions will be mission critical. Analytics will play a pivotal role in both, helping retailers tailor the customer journey for mobile and spot unusual event patterns that could suggest potential security threats. DevOps will also be central to ensuring quality of releases and the application delivery lifecycle using mobile Application Performance Monitoring (APM).



Read more: http://www.itproportal.com/2015/01/07/5-reasons-2015-will-year-big-data/#ixzz3QTmMUziE

42% of Organic Search Visits Now Coming Via Mobile Devices (US)

According to the Digital Marketing Report Q4 2014, a quarterly digital marketing analysis produced by search marketing agency Merkle|RKG, mobile devices are now delivering 42% of the organic search traffic across the three major search engines: Google, Yahoo and Bing.

The report also notes that mobile organic traffic grew 54% in the fourth quarter of 2014 from the same time period one year ago.  In addition, more than half (52%) of all visits to social media sites are from mobile devices(smart phones and tablets).

To anyone paying attention to consumer habits these days, this should come as no surprise.  Nor should it be any surprise that you are missing out on a big chunk of traffic for your website if you don’t optimize it for mobile.

Here are some more reasons you need to go mobile with your online marketing presence:

Mobile users are different.  Mobile users want information in quick, digestible bites so your mobile design should match how they will be using your site.  For more law firms, it is essential to provide an easy way to contact you — a click-to-call button that the user needs to merely tap to initiate a phone call.  You want to include essential information only on your mobile site, and keep the design simple.  Good load speed is critical — 57% of mobile users will abandon your site if they have to wait three seconds for it to load, according to research by Strangeloop Networks.

SEO.  Search engines are now penalizing sites that are not optimized for mobile, so you could see your search rankings suffer if you don’t have a mobile site that works on iOS and Android platforms (smart phones and tablets).

Lead conversion.  Mobile users are much more inclined to take action than desktop users, so your calls-to-action should be highly conspicuous on your mobile site.  If you are using email marketing for lead conversion, realize that 26% of all email is opened on a mobile phone and 11% is opened on a tablet.

Engagement.  Mobile users accessing a standard website will not engage when they have to pinch or zoom to find your content.  If you provide them with a good mobile experience, they are much more likely to return to your site later on a desktop (Google reports that 90% of people move between devices to accomplish a goal).

Loss to competition.  Google says that 41% of mobile users will go to a competitor’s site after a bad mobile experience!

Banking: Le mobile est en passe de dépasser l’internet en Belgique – (Source: La Libre.be)

La croissance spectaculaire de la banque mobile – La Libre.be.

La tendance est sans appel : le mobile banking est en passe de supplanter l’internet Banking dans la plupart des banques belges, quand ce n’est déjà fait. “La banque mobile a plus que jamais le vent en poupe”, note Valery Halloy, porte-parole chez BNP Paribas Fortis.

ING a franchi le cap dans le courant de l’année 2014. C’est désormais chose faite, aussi chez Belfius Banque : près de 70 millions de sessions internet Banking sur l’ensemble de l’année 2014, contre 72 millions de sessions pour le Mobile Banking.

Sur le seul mois de décembre, Belfius a enregistré plus de 9 millions de sessions Mobile Banking, contre 100 000 en décembre 2011. La hausse de sessions Mobile Banking a été de 173 % chez Belfius Banque sur douze mois.

Elle a même atteint… 247 % chez Axa Banque, un bond spectaculaire qui s’explique par son arrivée plus tardive (fin 2013) sur le Mobile Banking.

Chez KBC, le nombre de clients actifs en Mobile est là passé de 171 000 fin 2013 à 304 000 fin 2014. Bpost banque, pour sa part, table pour l’année 2015 sur une croissance mensuelle de 10 % des abonnements MOBILEbanking, lancé en janvier 2014.

L’engouement pour la banque mobile est donc général et s’explique par plusieurs raisons.

Le parc de smartphones et de tablettes ne cesse de croître, mois après mois, ce qui augmente d’autant le potentiel des utilisateurs.

Sur la seule année 2014, BNP Paribas Fortis a par exemple enregistré 458 000 downloads de l’application Easy banking.

Les raisons du succès

Ensuite, se connecter à sa banque est bien plus aisé via smartphone ou tablette : pas besoin d’avoir son digipass sous la main. Avec un smartphone ou une tablette, vous avez donc votre compte bancaire au bout des doigts. Cela facilite les choses et dope le nombre de sessions.

Chez BNP Paribas Fortis, le client actif effectue en moyenne 7 sessions par mois en internet banking. C’est un peu plus du double de sessions mensuelles via l’Easy banking. Chez Belfius, les utilisateurs exclusifs du Mobile Banking se connectent en moyenne 22 fois par mois avec même une pointe de 26 sessions en décembre.

Chez Belfius comme ailleurs, les sessions de Mobile Banking sont principalement des consultations de compte. “La consultation à l’aide de l’app est la fonctionnalité la plus utilisée”, note Argenta.

Le Mobile Banking séduit bien entendu les clients de plus en plus mobiles, et qui ne jurent que par le mobile. Mais aussi les habitués du pc banking.

Cet engouement général explique pourquoi les banques sont constamment à la recherche d’innovation sur les applications mobiles. C’est ING qui lance l’app Smart banking avec “reconnaissance par empreinte digitale”. “Nous sommes constamment à l’écoute des tendances de la société et des désirs de nos clients tout en suivant le rythme rapide des avancées technologiques“, explique Lieven Haesaert. General Manager Direct Chanel. C’est KBC qui propose des retraits d’argent aux automates par téléphone mobile. Le défi concurrentiel est dans l’innovation.

Le pic du matin

PC, smartphone ou tablette ? Cela dépend, de l’heure de la journée et de l’endroit où le client se trouve ! Chez BNP Paribas Fortis, le PC banking est majoritairement utilisé en matinée entre 8h30 et 11 heures, tout comme l’app Easy banking. “Les sessions easy banking concernent principalement la consultation des soldes et des mouvements”, note Valery Halloy. Même constat chez Belfius Banque, qui évoque un pic global d’utilisation vers 9 heures du matin. Au bureau, donc. Le deuxième pic est vers midi, via le mobile banking. Ce sont alors les utilisateurs de smartphones qui effectuent le plus de sessions, entre midi et 13 heures. En fin de journée, les utilisateurs d’une tablette sont plus nombreux à se connecter, entre 18 et 21 heures. “L a version tablette est plus utilisée qu’un smartphone pour des opérations plus complexes, et ce dans un contexte plus loisirs”, constate encore Thierry Ballas, Head of Communication chez bpost banque. Il arrive aussi aux clients de la banque mobile de dormir : les heures creuses pour les sessions sont entre 1h30 et 5 heures, explique ING.

La mort du virement papier

Payant ou gratuit ? Le virement papier bat de l’aile face à la force de frappe de l’Internet et mobile banking. Chez BNP Paribas Fortis, le “papier” représente désormais moins de 5 % du total. Il est vrai que la banque fait, aussi, tout pour dissuader ses clients de continuer à l’utiliser. C’est 1 euro par virement papier depuis le 1er janvier, sauf si le coût est inclus dans un pack. Chez Belfius Banque, c’est désormais 0,50 euro pour un virement papier, pour les titulaires d’un compte classique. Les virements papiers représentaient 6,29 % du total en 2014. La proportion est quelque peu différente dans les banques où le virement papier reste gratuit : il représente encore 16 % du total des virements chez Crelan et 13,7 % chez Axa Banque. C’est également 0 cent chez Argenta, qui ne donne pas de chiffres précis. “Nous constatons que le client effectue lui-même la grande majorité de ses paiements et ne se rend plus en agence à cette fin”, remarque encore Stéphanie Benoit, du service communication de Record Bank. La deuxième application mobile la plus utilisée chez KBC concerne d’ailleurs les virements. C’est même la première sur l’application MOBILEbanking de bpost banque, qui enregistre une légère baisse du nombre de passages aux guichets.

Investir, c’est possible ?

Encore un peu de patience. Investir depuis son smartphone ? Dans de nombreuses banques, ce n’est pas encore possible. Cela viendra. ING va, pour sa part, prochainement permettre d’ouvrir un compte d’épargne-pension via l’application mobile. La banque mobile est d’ailleurs loin d’être encore privilégiée pour de telles transactions, même dans les banques ayant un profil plus “investissements”. A la Deutsche Bank, les opérations de placement représentent à peine 425 000 sessions, sur un total de plus de 8 millions en 2014. “Par rapport à 2013, cela représente toutefois une augmentation de 5 %”, explique Jean-Michel Segers, porte-parole. Quelque 6 à 7 % de ces 425 000 sessions sont effectuées depuis un smartphone ou une tablette. “Nous travaillons sur une app surtout destinée à la gestion des placements.”Chez Keytrade Bank, les sessions mobile banking concernent pour 85 % des consultations de solde et pour 15 % des exécutions d’ordre, qu’il s’agisse de virements, d’achats de fonds ou d’ordre de Bourse. Les clients possédant un portefeuille vont généralement le consulter une fois par jour. Le profil investisseur des clients de Keytrade explique sans doute pourquoi ils sont encore 26 % à se connecter après 18 heures.

8 ways mobile will get your attention in 2015 – CNET

8 ways mobile will get your attention in 2015 – CNET.

A wireless carrier price war, several blockbuster deals, unlikely smartphone vendors emerging as major players and the rise of wearable technology — 2014 was a whirlwind year for mobile.


T-Mobile CEO John Legere kicked off the year in mobile with a bang.James Martin/CNET

The year kicked off with a bang when T-Mobile CEO John Legere crashed an AT&T party at the Consumer Electronics Show in Las Vegas — and was summarily thrown out. The subsequent buzz propelled his Uncarrier press conference — the first of eight such events held this year.

But T-Mobile wasn’t alone in stepping up. Sprint replaced longtime CEO Dan Hesse with Brightstar founder Marcelo Claure, who quickly introduced a series of new plans and promotions to win back customers. With two players getting more aggressive, larger rivals Verizon Wireless and AT&T had no choice but to respond.

The year also saw a number of big deals, from AT&T’s deal to acquire DirecTV for $48.5 billion and Lenovo’s $2.9 billion acquisition of Motorola Mobility, taking the business off Google’s hands. Smaller vendors, including China’s Xiaomi and India’s Micromax, have risen quickly thanks to a strategy of selling low-cost devices with decent specifications and designs.

The market for wearable devices arrived this year, thanks in part to Google’s Android Wear platform. Samsung, Motorola and LG, among others, tried their hand at a smartwatch — or in Samsung’s case, tried multiple times. And Apple finally took the wraps off its long-awaited design. Who cares if consumers haven’t really embraced them yet?

How does the mobile industry top itself in 2015? Here are eight predictions for the coming year.

1. Carrier price war intensifies. T-Mobile led the charge with an aggressive slate of promotions in 2014, including the introduction of a rollover data program earlier this month. While on a call with the media, Legere was already teasing Uncarrier 9.0 next year, so it’s a safe bet that the carriers aren’t going to rest.


Sprint CEO Marcelo Claure has shown a willingness to be aggressive.Troy Thomas/Sprint

While T-Mobile’s momentum looks strong, expect Sprint to start making some headway. The company is steadily improving its network — which has long lagged behind its competitors — and doesn’t appear to be afraid to go lower when it comes to prices or higher when it comes to the amount of data offered.

AT&T and Verizon, the nation’s two largest wireless carriers, have shown they’re not afraid to jump into the fray, and may be spurred to do more to if the smaller guys continue to take customers away. That’s good news for consumers with more deals likely to come.

2. More carrier mergers and acquisitions ahead. The carrier price war is going to put a squeeze on the smaller, regional service providers. Many of them may get gobbled up in the next year. US Cellular, as the fifth-largest carrier, is an obvious candidate, but there are smaller companies out there. A deal would add customers and, more importantly, access to spectrum for the larger players.


Softbank CEO Masayoshi Son was keen to buy T-Mobile, but the US government had something to say about that.Stephen Shankland/CNET

You saw a bit of that trend this year. Sprint’s parent, Japan’s Softbank, attempted to acquire T-Mobile in an effort to create a larger combined third player. Regulators made it clear that they weren’t having it, but other deals could surface.

3. The battle for No. 3 continues. Over on the handset manufacturer front, expect a continued shakeup with the rankings, with a particularly heated battle for the third player behind Apple and Samsung.

Apple is largely focused on the high-end market, while Samsung showed it was vulnerable in 2014, leaving a lot of business to be had for the rest of the field. For the moment, China’s Xiaomi is the world’s third-largest vendor, according to Gartner. But Lenovo combined with Motorola will make for a strong rival, while LG has proven to be adept in breaking into the same market that Samsung successfully targeted with the Galaxy S franchise.

Given Samsung’s scale, it will likely remain No. 2, but its market share could continue to erode, particularly on the low end of the market.

4. It’s not just smartphones anymore. The wireless industry has long fixated on cell phones — now smartphones — as the hot item to grab consumers. But the carriers are starting to see the opportunity in other connected devices. AT&T has been out front signing up automakers to wireless deals, with General Motors and Audi vehicles rolling out with LTE connections.

The carriers are working to connect everything, including connected billboards, ATMs and dog collars. Expect connected products to be more visible to consumers.

Which leads to…

5. Smartwatches start to grow up. 2014 was supposed to be the year of the smartwatch. And, in some ways, it was, with Samsung rolling out half a dozen smartwatches and nearly every major player coming up with their own take. Google tried to create a consistent experience with its Android Wear platform, but the software for wearable devices still isn’t mature.


Samsung’s Galaxy Gear S, its latest take on the smartwatch.Sarah Tew/CNET

On a practical level, the smartwatches were big and bulky, and didn’t last long without a recharge. While some showed aesthetic promise, others looked plain ugly.

Next year could be different. Apple will lead the charge with its Apple Watch, bringing more mainstream attention to the area. Samsung will undoubted press forward with more designs. Other vendors will learn from the mistakes of the past to create more refined products.

6. BlackBerry continues its transformation. BlackBerry was busy this year, but not necessarily on the smartphone front. Instead, it was working to improve its software and services offering as it looks to wean itself off of the hardware business.


The BlackBerry Classic caters to a small, but loyal, audience.CNET

It’s clear why. Its BlackBerry Z3 was a device designed for the emerging markets, where the brand still means something. The company also came out with a special Porsche edition BlackBerry and the oddly shaped Passport, both more novelties than actual products. It recently unveiled the Classic, but that phone won’t go into wide distribution until early next year.

It won’t matter. BlackBerry hopes to satisfy the diehards with the Classic, which ithopes drives sales of its enterprise software and services.

7. Windows Phone slowly establishes credibility. Microsoft’s mobile platform has won out as the No. 3 smartphone platform, but that hasn’t meant much, as it remains far behind Google’s Android and Apple’s iOS.


Microsoft’s Cortana voice assistant in action on Windows Phone.Microsoft

A majority of Windows Phone’s growth will come from the emerging markets, with cheap Windows Phone-powered devices proving to be a success. In mature markets like the US, it could see a lift in the prepaid market. Sprint, which also owns two prepaid businesses in Virgin Mobile and Boost Mobile, just began offering the Lumia 635, which retails for $99 off contract.

Microsoft could also put more of its muscle behind the Lumia line, which struggled to win mainstream attention when it was under the control of Nokia. The platform could also benefit fromWindows 10, which promises a back-to-basics approach and tighter integration between the mobile and PC worlds.

8. New calling technologies goes mainstream. If you follow mobile, you might have heard some of these terms this year: Wi-Fi calling, VoLTE and HD Voice.

Expect to hear even more next year, as the carriers begin to roll out the new technologies in a big way. VoLTE, or voice over LTE, moves phone calls to the LTE network (voice traffic currently gets carried over the older, slower 3G network), which should improve the quality and enable new features like seamless video chats.

Another benefit of VoLTE is HD Voice, which enables sharper audio quality with phone calls.

Then there’s Wi-Fi calling, which T-Mobile made a lot of noise about at its Uncarrier 7 event. Sprint also offered Wi-Fi calling on select phones. With Apple now supporting Wi-Fi calling, there will be pressure on all of the carriers to broadly adopt the feature, which is handy when cellular reception is spotty.A wireless carrier price war, several blockbuster deals, unlikely smartphone vendors emerging as major players and the rise of wearable technology — 2014 was a whirlwind year for mobile.


T-Mobile CEO John Legere kicked off the year in mobile with a bang.James Martin/CNET

The year kicked off with a bang when T-Mobile CEO John Legere crashed an AT&T party at the Consumer Electronics Show in Las Vegas — and was summarily thrown out. The subsequent buzz propelled his Uncarrier press conference — the first of eight such events held this year.

But T-Mobile wasn’t alone in stepping up. Sprint replaced longtime CEO Dan Hesse with Brightstar founder Marcelo Claure, who quickly introduced a series of new plans and promotions to win back customers. With two players getting more aggressive, larger rivals Verizon Wireless and AT&T had no choice but to respond.

The year also saw a number of big deals, from AT&T’s deal to acquire DirecTV for $48.5 billion and Lenovo’s $2.9 billion acquisition of Motorola Mobility, taking the business off Google’s hands. Smaller vendors, including China’s Xiaomi and India’s Micromax, have risen quickly thanks to a strategy of selling low-cost devices with decent specifications and designs.

The market for wearable devices arrived this year, thanks in part to Google’s Android Wear platform. Samsung, Motorola and LG, among others, tried their hand at a smartwatch — or in Samsung’s case, tried multiple times. And Apple finally took the wraps off its long-awaited design. Who cares if consumers haven’t really embraced them yet?

How does the mobile industry top itself in 2015? Here are eight predictions for the coming year.

1. Carrier price war intensifies. T-Mobile led the charge with an aggressive slate of promotions in 2014, including the introduction of a rollover data program earlier this month. While on a call with the media, Legere was already teasing Uncarrier 9.0 next year, so it’s a safe bet that the carriers aren’t going to rest.


Sprint CEO Marcelo Claure has shown a willingness to be aggressive.Troy Thomas/Sprint

While T-Mobile’s momentum looks strong, expect Sprint to start making some headway. The company is steadily improving its network — which has long lagged behind its competitors — and doesn’t appear to be afraid to go lower when it comes to prices or higher when it comes to the amount of data offered.

AT&T and Verizon, the nation’s two largest wireless carriers, have shown they’re not afraid to jump into the fray, and may be spurred to do more to if the smaller guys continue to take customers away. That’s good news for consumers with more deals likely to come.

2. More carrier mergers and acquisitions ahead. The carrier price war is going to put a squeeze on the smaller, regional service providers. Many of them may get gobbled up in the next year. US Cellular, as the fifth-largest carrier, is an obvious candidate, but there are smaller companies out there. A deal would add customers and, more importantly, access to spectrum for the larger players.


Softbank CEO Masayoshi Son was keen to buy T-Mobile, but the US government had something to say about that.Stephen Shankland/CNET

You saw a bit of that trend this year. Sprint’s parent, Japan’s Softbank, attempted to acquire T-Mobile in an effort to create a larger combined third player. Regulators made it clear that they weren’t having it, but other deals could surface.

3. The battle for No. 3 continues. Over on the handset manufacturer front, expect a continued shakeup with the rankings, with a particularly heated battle for the third player behind Apple and Samsung.

Apple is largely focused on the high-end market, while Samsung showed it was vulnerable in 2014, leaving a lot of business to be had for the rest of the field. For the moment, China’s Xiaomi is the world’s third-largest vendor, according to Gartner. But Lenovo combined with Motorola will make for a strong rival, while LG has proven to be adept in breaking into the same market that Samsung successfully targeted with the Galaxy S franchise.

Given Samsung’s scale, it will likely remain No. 2, but its market share could continue to erode, particularly on the low end of the market.

4. It’s not just smartphones anymore. The wireless industry has long fixated on cell phones — now smartphones — as the hot item to grab consumers. But the carriers are starting to see the opportunity in other connected devices. AT&T has been out front signing up automakers to wireless deals, with General Motors and Audi vehicles rolling out with LTE connections.

The carriers are working to connect everything, including connected billboards, ATMs and dog collars. Expect connected products to be more visible to consumers.

Which leads to…

5. Smartwatches start to grow up. 2014 was supposed to be the year of the smartwatch. And, in some ways, it was, with Samsung rolling out half a dozen smartwatches and nearly every major player coming up with their own take. Google tried to create a consistent experience with its Android Wear platform, but the software for wearable devices still isn’t mature.


Samsung’s Galaxy Gear S, its latest take on the smartwatch.Sarah Tew/CNET

On a practical level, the smartwatches were big and bulky, and didn’t last long without a recharge. While some showed aesthetic promise, others looked plain ugly.

Next year could be different. Apple will lead the charge with its Apple Watch, bringing more mainstream attention to the area. Samsung will undoubted press forward with more designs. Other vendors will learn from the mistakes of the past to create more refined products.

6. BlackBerry continues its transformation. BlackBerry was busy this year, but not necessarily on the smartphone front. Instead, it was working to improve its software and services offering as it looks to wean itself off of the hardware business.


The BlackBerry Classic caters to a small, but loyal, audience.CNET

It’s clear why. Its BlackBerry Z3 was a device designed for the emerging markets, where the brand still means something. The company also came out with a special Porsche edition BlackBerry and the oddly shaped Passport, both more novelties than actual products. It recently unveiled the Classic, but that phone won’t go into wide distribution until early next year.

It won’t matter. BlackBerry hopes to satisfy the diehards with the Classic, which ithopes drives sales of its enterprise software and services.

7. Windows Phone slowly establishes credibility. Microsoft’s mobile platform has won out as the No. 3 smartphone platform, but that hasn’t meant much, as it remains far behind Google’s Android and Apple’s iOS.


Microsoft’s Cortana voice assistant in action on Windows Phone.Microsoft

A majority of Windows Phone’s growth will come from the emerging markets, with cheap Windows Phone-powered devices proving to be a success. In mature markets like the US, it could see a lift in the prepaid market. Sprint, which also owns two prepaid businesses in Virgin Mobile and Boost Mobile, just began offering the Lumia 635, which retails for $99 off contract.

Microsoft could also put more of its muscle behind the Lumia line, which struggled to win mainstream attention when it was under the control of Nokia. The platform could also benefit fromWindows 10, which promises a back-to-basics approach and tighter integration between the mobile and PC worlds.

8. New calling technologies goes mainstream. If you follow mobile, you might have heard some of these terms this year: Wi-Fi calling, VoLTE and HD Voice.

Expect to hear even more next year, as the carriers begin to roll out the new technologies in a big way. VoLTE, or voice over LTE, moves phone calls to the LTE network (voice traffic currently gets carried over the older, slower 3G network), which should improve the quality and enable new features like seamless video chats.

Another benefit of VoLTE is HD Voice, which enables sharper audio quality with phone calls.

Then there’s Wi-Fi calling, which T-Mobile made a lot of noise about at its Uncarrier 7 event. Sprint also offered Wi-Fi calling on select phones. With Apple now supporting Wi-Fi calling, there will be pressure on all of the carriers to broadly adopt the feature, which is handy when cellular reception is spotty.

2015: Year of the mobile customer journey – Walmart: 70 percent of sales for Cyber Monday were on smartphones

2015: Year of the mobile customer journey – Luxury Daily – Columns.

By Dan Hodges

The dominant theme for 2015 will be the effect of mobile on the customer journey. Here are five predictions for 2015.

1. Smartphones will be the dominant platform to affect the customer journey: On a global basis, smartphone penetration is projected by the GSMA to grow to 45 percent in 2015 from 38 percent in 2014.

In the United States, smartphone penetration is projected to grow to 69 percent from 64.2 percent in 2014, per the GSMA. The rise of smartphones in the United States is on the ascension and is projected to grow to 73 percent by 2020.

2. The power of proximity: Proximity-powered applications and operating systems such as Samsung’s Proximity have the power to create a direct relationship between brands and consumers.

The power of mobile is in the relevancy of the message delivered to the consumer. Marketers who use this power will succeed in 2015.

3. The consumer behavior shift: The use of service apps has fundamentally changed consumer behavior and expectations.

Consumers use smartphones apps to get what they want, when they want it, forming a new behavior.

A shopper who goes into a department store with a certain product in mind to buy and finds it is not there quickly becomes enraged.

Smart retailers have invested in-store associate training and inventory systems to help ensure the customer need is met. Apps such as Uber, Open Table, Waze, Tripit raise the bar for every category in customer service and convenience, sooner or later.

4. More disruption: The emergence of Xiaomi from China in 2010, which has now become the fourth largest smartphone maker in the world, is another sign of a disruption at work. Xiaomi has replaced Samsung in China as the market leader.

5. Mobile payments gain traction: Walmart reported that 70 percent of sales for Cyber Monday were on smartphones. Starbucks pick-up-and-place-your-order is just the beginning the shift to how consumers use smartphones.

Brands that provide superior customer service, reduced purchase friction will be winners in the $142 billion mobile payment marketplace, according to Forrester Research.

Dan Hodges is managing director of Consumers in Motion Group, a New York-based strategic consultancy offering business, marketing, and technology services. 

Branding is not enough: 8 points for digital marketing engagement – diginomica

Branding is not enough – 8 points for digital marketing engagement – diginomica.

December 5, 2014 By 

Source: http://diginomica.com/2014/12/05/branding-not-enough-8-points-digital-marketing-engagement/

SUMMARY: Digital marketers are under increasing pressure to deliver ROI. But at Argyle’s digital marketing leadership event in Boston, there were encouraging signs. Here are eight takeaways .

Extract:

1, Go where your customers are, even if that means paying for visibility.  It’s one thing to hear a startup complain about the lack of organic reach on Facebook. But when a digital executive from the Boston Celtics says that Facebook is now a pay-for-play platform for brands, we’d best pay attention:

This Celtics executive (Peter Stringer) did not abandon Facebook, however. Instead, the Celtics doubled down on paid Facebook placements, once they determined that their videos received vastly more exposure on Facebook than their own site (the contrast was 2-3,000 video views on their site versus 60-100,000 per video on Facebook). As Stringer put it, and I paraphrase, “I don’t care if my own web site traffic goes down, as long as I keep my audience.”

2. Branding is falling short as a marketing goal, supplanted by a view of improving the “customer journey” with measurable data to prove it.  For the marketers assembled, branding as a goal was low on the priority list. The conference survey of marketing goals for 2015 had branding in dead last with only 3 percent citing it as a priority when I took my screen shot. In first place? “Better leveraging data to understand your customer” at a whopping 64 percent.

But the end goal isn’t just understanding the customer – it’s about using that data to provide a higher caliber of experience. During my podcast with SDL’s Howard Beader, he put it this way:

Customer experience is really about how customers are creating relationships with their customers. How they’re able to help their customers move from anonymous to known, known to customer and ultimately customer to advocate throughout that customer journey.

3. Mobile is non-negotiable, and now includes the complete transaction. Now that mobile is becoming a dominant platform, not just for Facebooking but for completing transactions, the stakes of the mobile experience are much higher.  During a presentation titled “Why mobile matters more than your web site,” IBM Canada’s Warren Tomlin shared the latest Black Friday mobile stats, including:

  • Users on Apple iOS accounted for 21.9 percent of all Black Friday sales
  • Mobile web traffic exceeded PC web traffic on Thanksgiving Day
  • The average smart phone user checks their phone 150 times a day

Tomlin’s most persuasive comment, however, was: “Two of the banks we work with the closest care more about whether their mobile platform goes down than their own web site.” The Celtics’ Peter Stringer shared plans to emphasize mobile streaming and video, given that smart phones are now getting larger and more tablet-like with every release.

4. Even companies in regulated industries can re-invent marketing with the right content and social guidelines. One of the more memorable sessions of the day was the first, a “Fireside chat” with two executives from State Street Corporation. Despite operating in a heavily-regulated financial services industry, State Street found a way to help turn its employees into public advocates and succeed with ventures on LinkedIn (75,000 followers), YouTube, and Facebook. They also launched their own Ted talk partnership, Ted@StateStreet, with significant views driven by employee presentations.

By sourcing their own employees for stories and videos, State Street proved the excuse that “content is hard” is weak. It’s more about building a culture that supports employee content creation with sensible guidelines – thus eliminating the fear of repercussions. And as State Street joked, “With an advertising budget of 375 dollars, we have to be scrappy.”

5. It’s all about “programmatic” marketing, delivering personalization at scale. While the presenters did a nice job of avoiding buzzwords-du-jour, the “programmatic” phrase popped up a few times. At some marketing shows, programmatic borders on an obsession. Simply defined, programmatic is the attempt by digital marketers to bake their customer data into algorithms that automatically trigger actions based on pre-definined business rules.

The ultimate goal? Move beyond segmenting groups to segmenting individuals, where each person receives just the promotions and content they need in just the right moment (including real-time geo-locational triggers). The technology to accomplish this type of personalization has improved, but there’s a big catch:

6. Personalization across channels won’t be possible without an improved marketing-IT relationship. Most of the programmatic success stories I’m hearing about are tied to one software initiative or one channel (such as improving sell-throughs by implementing “abandoned shopping cart” triggers). But the so-called “customer experience” is rarely tied to one channel. Maintaining that level of data visibility across channels remains a very sticky wicket. That means you can’t just buy a marketing cloud and start automating web behavior triggers. There needs to be a relationship with IT to pull the channel interactions together.

7. Digital marketing ROI needs big improvement – attribution tracking can help.  Digital analytics are great at measuring clicks, but this does not always translate into a precise trail of the factors that resulted in a purchase. As a result, marketers continue to struggle to demonstrate the ROI of digital ventures. Improving the corporate awareness of the informed buyer and the role of search in purchasing decisions can help, but search is not the only factor.

One possible way forward was presented by Kathy Bachmann of MarketShare. MarketShare is addressing the problem at attribution. Typically, marketers attempt to set up triggers that are influenced by the various “attribution” factors that result in a sale (e.g. email newsletter link, social recommendation, on-site FAQs and product demos).

What MarketShare found, however, is that the amount of digital attribution factors go beyond what marketers typically measure. If they can prove this, they can make a powerful case for an increased digital marketing budget as resources are re-allocated to emphasize the touch points driving sales. Typically, digital marketing is under-attributed by 20-30 percent according to MarketShift’s data.  Bachmann shared this slide which shows the range of attribution factors that are factored into their algorithm:

MarketShare attribution

The point of crunching the attribution data is to determine which touch points genuinely result in consumer responses and business outcomes. Taking an algorithmic approach to attribution beats the heck out of the rudimentary means of tracing and weighing attribution many firms use. Bachmann cited Citrix as a customer example that has achieved a five percent lift in sales by utilizing this approach.

8. The battle for attention is not just against your competition, but against any form of consumable entertainment your buyers have access to. To win attention, content doesn’t need to have cinematic production qualities, but it does have to be deeply relevant to the target audience – enough to override their endless pings and distractions. As Victor Lee from Hasbro put it in his closing keynote, “I’ll be interested – if you’ll be interesting.”

Top 3 Mobile Advertising US (2014): Google (37%) Facebook (18%) Twitter (4%)

Publicité mobile : Yahoo ! dépassera Twitter en 2016 aux Etats-Unis.

En 2014, Google trustera aux Etats-Unis plus du tiers (37,2%) des revenus publicitaires sur mobile, devant Facebook (17,62%) et, bien plus loin, Twitter (3,56%), selon une étude réalisée par eMarketer. Derrière un intouchable duo de tête, Yahoo! se positionne à quelques encâblures de Twitter, avec 3,18% des revenus pubs mobiles outre-Atlantique. A l’horizon 2016, Facebook et Twitter devraient perdre un peu de terrain, avec respectivement 33,21% et 14,64% du marché, alors que Yahoo dépasseraient cette fois Twitter (4,19% vs 3,77%).

Toujours selon l’étude eMarketer, LinkedIN devrait enregistrer aux Etats-Unis une croissance de ses revenus pubs mobiles de plus de 800% en 2014 vs 2013 quand Amazon afficherait plus de 600%, Facebook 118,4% et Twitter 111,4%. Google devrait quant à lui se « contenter » de +75,8%. Si en 2015 LinkedIN poursuivra sa progression (+111,3%), Amazon ne serait pas en reste en 2015 et 2016 (+85,1% et +62,6%) quand Facebook et Twitter montreraient un ralentissement dans la progression de ces revenus pubs mobiles.