Put Mobile Strategy at the Heart of Your Business

Put Mobile Strategy at the Heart of Your Business

All organizations, no matter their industry or size are discussing their mobile strategy. Mobility has moved to the forefront of every industry and all market segments. Mobile strategy is as commonplace and essential as IT strategy and business strategy. But as the world goes mobile, the speed at which

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Why Pinterest forces you off its mobile site and into its app

Pinterest’s product lead for growth Casey Winters speaks at VentureBeat's Mobile Summit (2016).

Ever had services like Yelp and Pinterest mercilessly boot you off their mobile site and force you to download a native app whether you want it or not?

Pinterest’s product lead for growth, Casey Winters, can tell you why that happens because he’s “the asshole that makes Pinterest do that,” as Winters himself put it at VentureBeat’s Mobile Summit conference.

Winters’ argument is pretty simple: After an A-B test, “you can basically see where you get more engaged users and more revenue over time.” Defying the logic of some incredibly frustrated users, Winters found that aggressively promoting Pinterest’s native app and limiting the mobile site’s functionality for some users ultimately left the social network with more loyal users and thus, more money.

Here’s the explanation Winters shared at the event, trimmed just a bit for clarity:

So, I want to talk to you guys about the mobile equation — or, the mobile Web to app handoff and tradeoff. So, Mike [Ghaffary, Eat24’s CEO] talked about knowing that customers of his company are 10x more valuable than they are on the Web. How do they know that? They know that because of their mobile equation.

But before I get into that, I want to ask a question: How many of you have gone to a mobile website only to get a full-page ad that says to download an app instead? [hands raise] How many times did that piss you off? Okay, well I’m the asshole that makes Pinterest do that. The reason I can do that is because I know the answer to our mobile equation.

What the mobile equation asks is simply: What’s going to make me more money, or make my company have more engaged users? Pushing someone to use the mobile Web experience I created, or to go further and try to get them to download that app?

And, there’s a really easy way to do that: You just do an A-B test. Some people come to your mobile website, you tell them to download the mobile app, and you don’t allow the mobile Web. And for some people, you just go through the mobile Web experience. And you cohort those users, you can basically see where you get more engaged users and more revenue over time. So we did that experiment at Pinterest. And what we found is similar to Yelp, that, even though we had way less users download the app than go through the mobile Web experience, they had activated at a 3x higher rate.

So, that’s a pretty easy experiment, right? But there’s a lot of complicating factors here. It depends on how good your current mobile Web experience is. It depends on how good your current mobile app is. It also depends on how good your sign up flow on your mobile app is. And lastly, it depends on how good your actual app interstitial is. We did this mobile equation and said: “Okay, well we activated at 3x the rate, but what that actually means when you get that decreased conversion is that a mobile app user is worth 1.2, versus a mobile Web user who is worth 1. So, once we learned this, we said “how can we make that equation bigger for us?”

So we took every step of that funnel and we just tried to improve it. So we did probably 15 iterations on a mobile app interstitial, increasing the conversion rate to the mobile app every time, almost. We also took a look at how could we optimize our mobile sign up flow. If people are landing from something specific on mobile Web — like they’re coming from SEO — can we show them that level of specificity as soon as we show them the app instead of going through a generic sign up form? All of these things increased mobile app conversion, which increased our mobile equation, tilting toward the mobile app.

If some of you are dependent on Google as a source of traffic, you’ll probably be aware that they’ve announced that if you have a mobile app interstitial, you’ll no longer be considered “mobile-friendly.” And what that means is long-term they will probably rank you lower on mobile. So, what we were able to find is that we could just make our interstitial a header which you could scroll right past, and see the content, and that fits within Google’s guidelines. It’s maybe skirting around it, but it fits within their guidelines today… The next thing we did is maybe going a little bit further is, if you click on anything on the mobile website, we will actually take you to Google Play or the App Store to get that download. And, that also gives us more information about what you care about when you open that mobile app for the first time.

…When you look at the process of downloading an app, it takes time. People go and do other things. So what we did, once we took you to the App Store or Google Play, is we reloaded your browser with a reminder that you went to go download the app. So it says, “Thank you for checking out the Pinterest app, click here to sign in.” That also increased the benefits of the mobile app for us.

Another thing that you need to think about, if you’re looking at your mobile equation, is it might be different in different landing pages. It might be different in different countries. We find that in Germany, the mobile equation is totally different…

You can answer the question right now if it’s better to optimize for a mobile app experience or a mobile Web experience. You don’t have to take it as strategic — you don’t have to take it on faith that this is where the company is going. So, a couple of things to remind yourself … learn your mobile equation, do that experiment, figure out every step of that flow, and see if you can optimize it to improve it…

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Sony sets up a new company to develop mobile games

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Two months since Sony announced it was merging its PlayStation division firms into a single entity, its gaming arm has formed ForwardWorks, a new company that will focus on developing mobile games. Set to begin operations on April 1 — the same day as the recently named firm Sony Interactive Entertainment — the company will “leverage the intellectual property of the numerous PlayStation® dedicated software titles and its gaming characters” to create new “full-fledged” titles for mobile users in Japan and Asia. Sony hasn’t said when we might see the first releases from ForwardWorks. It’ll be interesting to see how…

This story continues at The Next Web


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Wileyfox is Europe’s newest mobile brand — here’s how its first smartphone stacks up

Wileyfox Swift

Fledgling European mobile phone brand Wileyfox announced its arrival in the smartphone realm a month ago, and now the London-based company is preparing to launch its first ever product: The Wileyfox Swift.

Initially slated for launch this week, Wileyfox revealed that shipping for the $ 200 Android device has been delayed until September 30. But while you wait, VentureBeat has grabbed some serious hands-on time with the phone, and here’s the lowdown on what you need to know.

Vital stats

Wileyfox Swift: Rear view

Above: Wileyfox Swift: Rear view

The Wileyfox Swift is powered by Cyanogen OS, the commercial, customizable Android-based operating system from Cyanogen Inc. It sports a Qualcomm Snapdragon 410 quad-core processor, 5″ Gorilla Glass screen (1,280 x 720 pixels), 13MP rear-facing camera, 5MP front-facing camera, 2GB of RAM, and 16GB of storage (expandable up to 32GB). It also supports 4G, has two SIM card slots, and it will set you back €179 EUR (£129 GBP / $ 205 USD).

As a slight aside, launching a month after the Swift is the souped-up €279 (£199 GBP / $ 315 USD) Wileyfox Storm, which offers a 5.5″ full HD display, Qualcomm Snapdragon 615 octa-core processor, a whopping 20MP rear-facing camera, 3GB RAM, and 32GB of storage (expandable up to 128GB).

From VentureBeat

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Available for preorder now through the Wileyfox website, as well as online retailers such as Amazon, Expansys, and E-buyer, the Swift is pitched squarely at the EMEA (Europe, Middle East, and Africa) market, with localized call center support, a replacement screen service, and an extended three-year warranty offered for the equivalent of around $ 15 for each service.

That said, the phone can be purchased in other territories, including the U.S., but Wileyfox said the “experience will not be full” elsewhere. For example, in the U.S., data streaming would be limited because the phone uses CDMA — voice and SMS should be fine on the Swift, as would Wi-Fi, but 4G / LTE would suffer. And there won’t be dedicated phone support outside EMEA, either.

Look and feel

Perhaps the most immediately striking facet of the Wileyfox Swift is its looks — it doesn’t resemble a cheap phone, despite what its price would have you believe. The rough-ish, sandstone black rear, embossed logo, and colored brand marking gives it a premium feel.

Wileyfox: Back

Above: Wileyfox Swift (Right): Back

The front side sports a clear screen with no physical buttons, and down the right edge you’ll find the volume control and power button. On the bottom edge is the micro-USB port and two speakers.

Wileyfox Front

Above: Wileyfox Front

Image Credit: Paul Sawers / VentureBeat

The Wileyfox Swift is noticeably light in the hand — at 135 grams, it’s 30 percent lighter than my OnePlus 2, though it is also around 0.5″ smaller. While this is good, it does make it feel a little bit cheaper to me — but that’s probably just because I’m used to a heftier handset.

Indeed, many people will like its deftness, and looking at other premium phones on the market, the Swift isn’t actually too light — the marginally larger Samsung Galaxy S6 weighs only 3 grams more, while the slightly smaller iPhone 6 comes in at 129 grams. In other words, the Swift is about the right weight for its size; it’s really just down to what you’re already accustomed to.

Under the hood

With Cyanogen OS on board, Wileyfox brings some useful features to the mainstream market. Cyanogen is already supported by many handsets, but in the West not many actually ship with the OS preinstalled.

Highlights include being able to lock some apps in protected folders on the home screen. Tap on a folder, hit the little padlock icon, enter a code, and voila.

Folder Protection

Above: Folder protection

Other neat little touches include Privacy Guard, which gives users easy access to control what data is shared with which apps. And with Truecaller built in, the Swift can block spam calls and texts from specific numbers — a giant smack in the face to robocallers everywhere.

Truecaller and App Privacy

Above: Truecaller and App Privacy

General performance

One of the downsides of Cyanogen OS is that it is prone to bugs, and at times it’s not the most responsive to touch. For example, occasionally I would attempt to swipe down from the top to access notifications and settings, and literally nothing would happen. This was similar to what I experienced with the OnePlus One, which ran Cyanogenmod 12.

That said, it’s not prevalent enough for it to be a deal-breaker — it just gets a little frustrating at times for those 5 seconds or so I’m desperately trying to swipe the screen.

In terms of juice, the Wileyfox Swift packs a removable (yay!) 2500mAh battery that promises stand-by time of up to 200 hours and talk time of up to 10 hours (2G) or 8 hours (3G).

Of course, nobody really uses their smartphones for calling anymore — they use them for tweeting, WhatsApp-ing, Google Maps-ing, YouTube-ing, and Spotify-ing. I didn’t stress-test the battery; I used it as I would any phone throughout a day (Google Maps, Twitter, BBC News app, and very little media streaming), and it lasted from when I awoke to when I went to bed, at which point there was around 10 percent battery remaining.

Elsewhere, the 13MP camera works pretty well for daylight shots, but I found it lacked somewhat in clarity for low-lighting situations. But at $ 200, this was never promising the best lens on the market. The on-board dual speakers were actually pretty darn good for casual listening at this price point, though you would of course want to use a Bluetooth speaker if you’re hosting a party.

The cherry on the cake, for me, is the display. It may not be full HD, but I found the screen to be clear and crisp. Again, this isn’t going to be for perfectionists who love watching movies on their phone with all the trimmings, but for the price it’s definitely very good.

Wileyfox Display

Above: Wileyfox display

Dual-SIM

This feature gets a special mention. dual-SIM phones are popular in many developing markets, but they’ve never really become much of a “thing” in the West. There’s no real reason why dual-SIM devices shouldn’t be popular in Europe or the U.S. — it was one of the reasons why I upgraded my personal phone to the OnePlus 2.

The use cases for dual-SIM are numerous. You can have one number for all your friends and family, and one for companies that may be inclined to call at inappropriate times. The second SIM slot can basically be your spam line, just like that Yahoo email account you keep for special occasions. You could have one domestic SIM and one business SIM, if you travel abroad often. Or you could have two domestic SIMs — one for calls and SMS, the other for Internet — if you find separate good deals from two companies.

And if you have absolutely no need for two SIMs, you don’t have to use that second slot.

Verdict

In our original assessment, we stated that Wileyfox wants to be the OnePlus of Europe. While the basic sentiment of that still rings true, it doesn’t really tell the whole picture — OnePlus sells premium phones at a knockdown price. The Wileyfox Swift is a decent mid-range device — and excellent value for the money — but it’s definitely not a premium phone.

The Wileyfox Swift should be well received when it finally goes to market. However, it sits in an awkward position for me. The customization options are excellent, but it feels a little like the handset is aimed at a more tech-savvy market, where fine-tuning privacy options are important. It’s a market, perhaps, that would be more inclined to shell out for a proper high-end phone.

That said, the Wileyfox Swift could find a sizable niche in the gift-giving fraternity. It’s the perfect price for someone to buy a family member / significant other for their birthday or Christmas. You probably wouldn’t buy a $ 600 iPhone for your dad, but you’d maybe drop a couple hundred bucks on a Swift.


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This Batshit Crazy Company Wants to Build Mobile Private Islands

Yachts are for chumps. People who really know how to spend their money get submersible yachts from Migaloo, a mysterious company that offers five different models of underwater palaces. But true evil villains just go for the Migaloo’s crown jewel: Kokomo Ailand.

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Use SAP’s mobile platform? Patch now to avoid these ‘high risk’ vulnerabilities

Three high risk vulnerabilities in SAP Mobile could give attackers access to encrypted information stored in mobile devices, security firm Onapsis reported Wednesday.

All three vulnerabilities were recently fixed by SAP, but systems are only safe if the patches are applied.

“SAP runs so many of the world’s largest enterprises that any vulnerability must be taken very seriously,” said Nicholas Taylor, CEO of Netlogx, another security provider.

One of the flaws enables keystream recovery and could allow an attacker with access to a vulnerable device to decrypt credentials and other sensitive information stored within, Onapsis said. The attacker could then potentially connect to other business systems to access additional data.

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InfoTrends Publishes Mobile Devices and the Photo Products Market…

This study provides hardware, software, app and service providers with information to help them understand the evolving relationship between photo products and mobile devices.

(PRWeb August 12, 2015)

Read the full story at http://www.prweb.com/releases/2015/08/prweb12901184.htm


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What’s the difference between mobile cloud computing and cloud computing?

Question by berniefro: What’s the difference between mobile cloud computing and cloud computing?
Hi,
other than the clients for mobile cloud computing are cell phones and the clients for cloud computing are computers, what are the main differences between the two?
Thanks,
Bernie

Best answer:

Know better? Leave your own answer in the comments!