Phunware http://www.phunware.com Everything you need to succeed on mobile. Mon, 22 Dec 2014 22:04:18 +0000 en-US hourly 1 http://wordpress.org/?v=4.0.1 Phunware Acquires Odyssey Mobile Interaction to Accelerate International Expansion Efforts in Europe and Asia http://www.phunware.com/press-releases/phunware-acquires-odyssey-mobile-interaction/#utm_source=rss&utm_medium=rss&utm_campaign=phunware-acquires-odyssey-mobile-interaction http://www.phunware.com/press-releases/phunware-acquires-odyssey-mobile-interaction/#comments Fri, 19 Dec 2014 15:01:34 +0000 http://www.phunware.com/?p=16412 Austin, TX (PRWEB) [December 19, 2014] – Phunware, the pioneer of Multiscreen as a Service (MaaS), the first fully integrated customer engagement platform that enables brands to engage, manage and monetize their anytime anywhere users worldwide, today announced that it has acquired London and Singapore based Odyssey Mobile Interaction. The Boards of Directors for both […]

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Acquisition Will Enhance Premium Monetization Options for Branded Application Portfolios

Austin, TX (PRWEB) [December 19, 2014] – Phunware, the pioneer of Multiscreen as a Service (MaaS), the first fully integrated customer engagement platform that enables brands to engage, manage and monetize their anytime anywhere users worldwide, today announced that it has acquired London and Singapore based Odyssey Mobile Interaction. The Boards of Directors for both companies approved the transaction and the entire Odyssey team and offices will remain in London and Singapore to support customers and partners internationally and also to serve as gateways for new business opportunities throughout Europe and Asia.

“We are extremely excited to add Odyssey Mobile Interaction and its European and Asian teams to the Phunware ‘phamily’ and ecosystem,” said Alan S. Knitowski, Co-Founder, Chairman and CEO of Phunware. “The Odyssey premium monetization platform and solutions will be immediately integrated in to our MaaS ‘multiscreen cloud’ customer engagement platform and will be a wonderful complement to our premium branded application portfolios and audiences across our premium application customers worldwide.”

Odyssey is a recognized market leader in premium application monetization and has operated profitably and debt free since its founding in 2010. It was recently awarded two best-in-class awards as part of this year’s International Media Image Survey (IMIS) alongside Spotify, CNN International and The Financial Times. The Odyssey premium monetization platform and solutions enable rich user experiences across branded application portfolios in both Europe and Asia, including premium monetization relationships with international customers such as Google, Microsoft, Lexus, 20th Century Fox, Samsung, Mercedes-Benz, Nike and Zurich Insurance Group amongst others.

“Businesses everywhere are fundamentally restructuring their operations around digital platforms and data and through this acquisition we are comprehensively enabling these businesses to more effectively segment and structure their data in a mobile and cloud centric way in order to deliver innovative user experiences to their multiscreen communities and audiences worldwide,” said Chris Gale, Founder and CEO of Odyssey Mobile Interaction. “We are thrilled to be joining one of the fastest growing companies in North America and fully expect that our footprint in Europe and Asia will materially accelerate Phunware’s global vision to engage, manage and monetize every person touching every screen on every device across every application everywhere.”

The Phunware MaaS customer engagement platform makes it easy for any brand to add multiscreen application support for content management, location-based services, location marketing automation, advertising, alerts and notifications and business intelligence and analytics through the use of a single login on a single platform with a single partner. This unique and comprehensive solutions-based approach reduces both the cost and complexity that brands have been forced to tolerate historically with an ecosystem filled with fragmented, incomplete and non-integrated point products. MaaS currently remains the world’s only comprehensive “full stack” customer engagement platform for multiscreen application environments and intends to reach each of the 50 billion connected devices expected to compose The Internet of Things by 2020.

For more information about current and upcoming products and solutions, as well as case studies from Phunware’s impressive list of global brands, please visit www.phunware.com. For more information about Odyssey Mobile Interaction, please visit www.odysseymobile.co.

About Phunware

Phunware is the pioneer of Multiscreen as a Service (MaaS), the first fully integrated customer engagement platform that enables brands to engage, manage and monetize their anytime anywhere users worldwide. Phunware, The Software of Things™, has introduced category-defining experiences that challenge the outer limits of the most advanced connected devices for the world’s most respected brands and develops next-generation products and solutions that transform how the world interacts with and uses these connected devices. Phunware has a 5-year percentage growth of 17,716% and is a back-to-back Top 100 award winner on the Inc. 500 list of America’s Fastest Growing Companies. The company is currently ranked # 4 on the 2014 Deloitte Technology Fast 500 and # 36 on the 2014 Forbes list of America’s Most Promising Companies. For more information about how Phunware provides Everything You Need to Succeed on Mobile™, please visit www.phunware.com and follow us on Twitter @phunware.

About Odyssey Mobile Interaction

Odyssey Mobile Interaction is a global mobile monetization company delivering cutting edge media, creative and technology solutions to brands, agencies and publishers. Odyssey offers high impact advertising formats via its transparent network, allowing brands to engage with their customers on mobile devices. Odyssey’s monetization platform is used by the world’s largest blue chip brands, including Google, Microsoft, Lexus, 20th Century Fox, Samsung, Mercedes-Benz, Nike and Zurich Insurance Group. For more information, please visit www.odysseymobile.co.

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App Marketing 101: Five Ways to Help Users Discover Your Mobile App http://www.phunware.com/blog/app-marketing-101/#utm_source=rss&utm_medium=rss&utm_campaign=app-marketing-101 http://www.phunware.com/blog/app-marketing-101/#comments Fri, 12 Dec 2014 21:28:29 +0000 http://www.phunware.com/?p=16325 The mobile app market is like a crowded Moroccan bazaar, with an overwhelming number of vendors vying for attention. Apple’s App Store had just over 1.3 million apps as of September, and the Google Play store currently has approximately 1.43 million. With so many apps, the challenge is clear: How can developers help users find […]

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App-Marketing-101-A

The mobile app market is like a crowded Moroccan bazaar, with an overwhelming number of vendors vying for attention. Apple’s App Store had just over 1.3 million apps as of September, and the Google Play store currently has approximately 1.43 million.

With so many apps, the challenge is clear: How can developers help users find their apps? Here are five app marketing strategies to consider.

1. Take Advantage of App-Store Optimization (ASO)

The title of your app is the single most important meta-data factor influencing how your app will rank in Apple’s App Store, Google Play, and Amazon’s App Store. Keywords in an app’s title help increase its ranking by about 10 percent, according to KISSMetrics. This is why you often see long app titles with descriptive keywords, such as Clear – Tasks, Reminders & To-Do Lists.

Apple’s App Store also ranks apps based on their keyword field, which provides about 100 characters. Instead of a keyword field, Google Play uses an app’s description for ranking purposes.

The number of downloads and reviews, as well as user star ratings, also play a role in ranking.

2. Put Out a Press Release

Alerting the press can help raise awareness of your app during its crucial launch period. Create a compelling press release that clearly and succinctly explains the benefits of your app and how it differs from others.

Tell a story. What will your app enable users to do that they couldn’t do before? Provide an informative executive quote journalists and bloggers will want to use. Avoid overused jargon such as “game-changing.” Post your release using paid services such as PRWeb and Business Wire, which provide wide distribution and analytics.

3. Drive Word of Mouth

Word of mouth is key to app marketing, so you might consider offering users an incentive to spread the word about you. For example, the cloud syncing and storage service Dropbox ran a campaign that rewarded existing users with additional free storage space when they shared the service on Facebook and Twitter. New users who accepted the referrals were also rewarded with extra space. The campaign increased Dropbox signups by 60 percent, according to the company’s CEO, Drew Houston.

4. Add Social Media Hooks to Your App

Many users like to share what they’re doing on Facebook, Twitter, Instagram, and other social networks. Fitness apps make it easy to show friends the stats from your recent run, for instance. When users share what they’ve done with your app on social media, they’re spreading the word about your app to more people.

5. Use Advertising to Acquire Users

Effective, targeted ads can help you get new users quickly. For instance, Facebook enables businesses to affordably amplify their profile, status updates and ads, and to target users by age, geographic location, interests and other demographics. You can create different ads to appeal to different target audiences.

Google AdWords Pay-Per-Click (PPC) ads are another option, and Google offers mobile ads to target users while they’re on their mobile device.

Also, performanced-based advertising campaigns can help you increase installs. For example, in a Cost-Per-Install (CPI) campaign, you place digital ads throughout a variety of media. You’re only charged when your application is installed. For more about CPI and other forms of advertising to drive app installations, see What is Cost-Per-Install Advertising?

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The Perfect Moment for Enterprise Mobile Apps http://www.phunware.com/mobile-solutions/perfect-moment-enterprise-mobile-apps/#utm_source=rss&utm_medium=rss&utm_campaign=perfect-moment-enterprise-mobile-apps http://www.phunware.com/mobile-solutions/perfect-moment-enterprise-mobile-apps/#comments Thu, 11 Dec 2014 11:07:36 +0000 http://www.phunware.com/?p=16302 Enterprise technology is exciting again. (ZDNet even calls it “sexy.” Who knew? Well, actually, we did.) How did this happen? After a sleepy couple of decades, several factors aligned to create the perfect moment for an enterprise mobility revolution. First of all, the incredible proliferation of mobile devices has created an enormous sea change. Nearly […]

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Blog-Perfect-Moment

Enterprise technology is exciting again. (ZDNet even calls it “sexy.” Who knew? Well, actually, we did.)

How did this happen? After a sleepy couple of decades, several factors aligned to create the perfect moment for an enterprise mobility revolution.

First of all, the incredible proliferation of mobile devices has created an enormous sea change. Nearly one-third of employees would rather lose their wallets than lose their personal mobile devices. Smartphone and tablet users have become accustomed to easy access to new apps, great design, and an “it just works” user experience. At the same time, they’ve also become more comfortable with iterative improvements—so long as those updates happen seamlessly, without a lot of fuss and effort.

Behind the scenes, the maturity of cloud hosting and the flourishing open-source movement have made advanced functionality easier than ever to develop, access and support. Capabilities imported from social media are opening up new levels of collaboration and synergy.

Add it all up, and conditions are ripe for real innovation in the enterprise space.

BUT the enterprise is facing a huge bottleneck in developing mobile apps. A recent survey of enterprises in the U.S. and the U.K. found that 85 percent had a development backlog of at least one app—and 50 percent had more than 10 apps stuck in the pipeline.

What’s a smart enterprise to do? Staff up? Outsource? Hide your head in the sand? Download Should You Develop Your Mobile Apps In-House? to find out.

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Did Your IT Department Miss the Enterprise Mobile App Revolution? http://www.phunware.com/blog/department-miss-enterprise-mobile-app-revolution/#utm_source=rss&utm_medium=rss&utm_campaign=department-miss-enterprise-mobile-app-revolution http://www.phunware.com/blog/department-miss-enterprise-mobile-app-revolution/#comments Thu, 04 Dec 2014 20:38:34 +0000 http://www.phunware.com/?p=16163 For decades now, IT departments have been in charge of technology decisions in their organizations. Like any department in the enterprise, IT is concerned with adding value to the business, remaining relevant and growing—or at least holding on to—its slice of the budget. “Do more with less” has been drilled into IT pros’ heads for […]

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Blog-Chasing-Money

For decades now, IT departments have been in charge of technology decisions in their organizations. Like any department in the enterprise, IT is concerned with adding value to the business, remaining relevant and growing—or at least holding on to—its slice of the budget. “Do more with less” has been drilled into IT pros’ heads for years.

It’s no wonder IT folks want to maintain control—their necks have been on the line for performance, security, compliance, data availability, and nearly everything else that kept the business running. They put a lot of blood, sweat, and tears into their infrastructures and a top-down organizational system that has worked well for a long time. And on IT’s recommendations, their employers have invested heavily in the desktop and datacenter, plus a massive software install base.

Enter the mobility revolution. Suddenly consumers have access to the internet anytime, anywhere. In just a few years, people got used to choosing their own mobile applications and downloading them to personal devices whenever they wanted. More and more of the time people spend on the internet is on a mobile device and, increasingly, via mobile applications.

As people fell in love with their devices and the performance of mobile apps, many of them started using their smartphones and tablets for work. It was easier and more convenient—and the user experience was often far superior.

We all started talking about “Bring Your Own Device” issues, and even the execs started paying attention (partly because they like their smartphones, too).

In fact, in a recent survey of C-level executives, 77 percent said mobility was among their top five priorities for 2014. Forty-three percent put mobile in their top two.1

Things are changing fast. Mobile apps are becoming critical business tools, as employees look to perform their job duties with whatever screen is handy. The enterprise is fast becoming a mobile-first environment—or at least it ought to be.

So where does that leave IT? Is your IT department on top of the mobility revolution? Download HTML5, and Other Enterprise Mobility Reality Checks to find out.

1Accenture, Mobility Research Report 2014, 2014

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API, SDK—WTF? Understanding the Mobile App Alphabet Soup http://www.phunware.com/mobile-solutions/api-sdk-wtf-understanding-mobile-app-alphabet-soup/#utm_source=rss&utm_medium=rss&utm_campaign=api-sdk-wtf-understanding-mobile-app-alphabet-soup http://www.phunware.com/mobile-solutions/api-sdk-wtf-understanding-mobile-app-alphabet-soup/#comments Wed, 03 Dec 2014 22:11:44 +0000 http://www.phunware.com/?p=16081 When it comes to digital and mobile technology, an awful lot of acronyms get tossed around. Everybody just nods and smiles, but many of us don’t really know what all that jargon really means…and nobody wants to raise their hand and say, “Hey, what IS an API, anyway? What about an SDK?” It’s understandable. If […]

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blog_apit_sdk

Photo by Kyle Mills Hall

API, SDK—WTF? Understanding the Mobile App Alphabet Soup

What you need to know if you’re not a developer.

When it comes to digital and mobile technology, an awful lot of acronyms get tossed around. Everybody just nods and smiles, but many of us don’t really know what all that jargon really means…and nobody wants to raise their hand and say, “Hey, what IS an API, anyway? What about an SDK?”

It’s understandable. If you don’t work with them every day, you don’t have much reason to know a lot about SDKs or APIs. We’re going to break them down for you in plain English, so at your next cocktail party or digital marketing meeting, you can throw around those acronyms like a boss (or at least a knowledgeable digital player).

What’s an API?

“API” stands for “application programming interface.” It’s an interface that specifies the way two applications or systems can interact with each other. It lays the ground rules for the conversation.

We all deal with APIs every day. For example, let’s say you’re hungry for pizza. When you open Yelp and search for “pizza,” the app sends a request to the back-end database, using the appropriate API. That request looks something like this: “getNearbyPOIForLatLong():”

The Yelp API requires certain parameters in your request so that the back-end system knows which data to return—latitude and longitude for your location, the search term (in this case, “pizza”), and a search radius (how far to search around your location). Now the Yelp database knows what information to retrieve, the app can display that info on a map or as a list, and you can get your pineapple anchovy pizza with extra olives ASAP.

What’s an SDK?

Pizza-Notification-Phone“SDK” is short for “software development kit.” It refers to a set of pre-written code, documentation and programming tools that developers can use as the foundation for creating new software applications. A mobile SDK is a kit designed specifically for creating apps for mobile devices.

Let’s say your neighborhood Pizza Plaza wants to build an app that incorporates push notifications—those little messages that pop up on your smartphone’s lock screen—to tell customers when their order is ready or when they’re running a special deal on calzones.

To enable this communication, the Pizza Plaza developer(s) might use Phunware’s push notifications SDK. The SDK would contain everything the developer needs to deliver the right message to the right recipient at the right time. Using Phunware’s SDK would make adding push notifications pretty much plug-and-play, saving Pizza Plaza’s dev team a lot of time and hassle.

The value of the SDK is that Pizza Plaza does not have to build all of the services associated with the functionality (in this case, push notifications). Instead, Pizza Plaza can focus on making delicious pizzas and running its business—not on app development.

What does all of this mean to you?

If you are considering building a mobile app (or having one built) for your business, SDKs and APIs are your friend. They can make the whole process much more efficient because a developer can use SDKs and APIs to add functionality without having to reinvent the wheel each time.

Here at Phunware, we can make you a custom mobile app from concept through completion. We also have pre-packaged SDKs that give your developers access to Phunware features. For example, our advertising SDK can be added to an existing app, giving it the ability to run ads from the Phunware Advertising network in part of the app’s real estate.

To sum it all up: an SDK helps you build the app. An API lets the app communicate with various web services to deliver really cool functionality. And Phunware is here to help.

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Phunware Selected as a 2014 Red Herring Top 100 Global Winner http://www.phunware.com/press-releases/phunware-selected-2014-red-herring-top-100-global-winner/#utm_source=rss&utm_medium=rss&utm_campaign=phunware-selected-2014-red-herring-top-100-global-winner http://www.phunware.com/press-releases/phunware-selected-2014-red-herring-top-100-global-winner/#comments Wed, 03 Dec 2014 16:35:22 +0000 http://www.phunware.com/?p=16090 AUSTIN, Texas—December 3, 2014 Phunware, the pioneer of Multiscreen as a Service (MaaS), the first fully integrated customer engagement platform that enables brands to engage, manage and monetize their anytime anywhere users worldwide, announced today that it is a Red Herring Top 100 Global winner for North America, Europe and Asia. Red Herring’s Top 100 […]

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Global WinnerAUSTIN, Texas—December 3, 2014

Phunware, the pioneer of Multiscreen as a Service (MaaS), the first fully integrated customer engagement platform that enables brands to engage, manage and monetize their anytime anywhere users worldwide, announced today that it is a Red Herring Top 100 Global winner for North America, Europe and Asia.

Red Herring’s Top 100 Global list has become a mark of distinction for identifying promising new companies and entrepreneurs, celebrating leading startups’ innovations and technologies across their respective industries. Red Herring editors were among the first to recognize that companies such as Facebook, Twitter, Google, Yahoo, Skype, Salesforce.com, YouTube and eBay would change the way we live and work.

Now, Red Herring has recognized Phunware. “Choosing the companies with the strongest potential was by no means a small feat,” said Alex Vieux, Publisher and CEO of Red Herring. “After rigorous contemplation and discussion, we narrowed our list down from hundreds of candidates from across the globe to the Top 100 Winners. We believe Phunware embodies the vision, drive and innovation that define a successful entrepreneurial venture. Phunware should be proud of its accomplishment.”

“At Phunware, fearlessness in innovation is part of our DNA. We intend to reach every human being on every device through every application on every screen in the world—whether created by Phunware or not,” said Alan S. Knitowski, Chairman and CEO of Phunware. “That vision—which at one point seemed unattainable from the outside—is now being validated and supported by the global adoption of our MaaS customer engagement platform and our associated financial performance and growth. Our mobile-first, native-first and fully-integrated-first market approach and philosophy gains momentum every day.”

The Phunware MaaS customer engagement platform makes it easy for any brand to add multiscreen application support for content management, location based services, advertising, alerts and notifications and business intelligence and analytics through the use of a single login on a single platform with a single partner. This unique and comprehensive solutions-based approach reduces both the cost and complexity that brands have been forced to tolerate historically with an ecosystem filled with fragmented, incomplete and non-integrated point products. MaaS currently remains the world’s only comprehensive customer engagement platform for multiscreen application environments and intends to reach each of the 50 billion connected devices expected to compose The Internet of Things by 2020.

About Phunware

Phunware is the pioneer of Multiscreen as a Service (MaaS), the first fully integrated customer engagement platform that enables brands to engage, manage and monetize their anytime anywhere users worldwide. Phunware, The Software of Things™, has introduced category-defining experiences that challenge the outer limits of the most advanced connected devices for the world’s most respected brands and develops next-generation products and solutions that transform how the world interacts with and uses these connected devices. Phunware has a 5-year revenue growth of 17,716% and is a back-to-back Top 100 award winner on the Inc. 500 list of America’s Fastest Growing Companies. The company is currently ranked # 4 on the 2014 Deloitte Technology Fast 500 and # 36 on the 2014 Forbes list of America’s Most Promising Companies. For more information about how Phunware provides Everything You Need to Succeed on Mobile™, please visit www.phunware.com and follow us on Twitter @phunware.

About the Red Herring Top 100 Global

Red Herring’s editorial staff evaluated the companies on both quantitative and qualitative criteria, such as financial performance, technology innovation, management quality, strategy and market penetration. This assessment of potential is complemented by a review of the track records and standing of startups relative to their peers, allowing Red Herring to see past the “buzz” and make the list a valuable instrument of discovery and advocacy for the most promising new business models from around the world.

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What Is Location Marketing? http://www.phunware.com/blog/location-marketing/#utm_source=rss&utm_medium=rss&utm_campaign=location-marketing http://www.phunware.com/blog/location-marketing/#comments Mon, 24 Nov 2014 15:10:38 +0000 http://www.phunware.com/?p=15965 If you’ve ever seen messages like these on your mobile device, you already know about location marketing. GPS and Bluetooth location technology are part of a larger bundle of native smartphone features that make user engagement deeper and better (the bundle also includes the accelerometer, camera and highly interactive user interface). Mobile apps can take […]

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Location-Marketing-Blog-1 Location-Marketing-Blog-2

If you’ve ever seen messages like these on your mobile device, you already know about location marketing. GPS and Bluetooth location technology are part of a larger bundle of native smartphone features that make user engagement deeper and better (the bundle also includes the accelerometer, camera and highly interactive user interface). Mobile apps can take advantage of these features (with your permission) to make your experience better…and, let’s be honest, market to you in the process.

Location marketing (also known as location-based or location-aware marketing) is the practice of using location technology (GPS, geo-fencing, beacons, etc.) to target and engage customers. It’s an opportunity to meet your customers’ expectations about mobile accessibility while generating increased revenue and brand preference.

The basic idea behind location marketing is that consumers’ location can have a major impact on their receptiveness to marketing. For instance, which coupon would you be more likely to redeem: one that comes to your email inbox in the middle of the workday, or one that comes via a mobile push notification sent to you when you are two blocks from the issuing store?

Although the retail sector has been the greatest early adopter of location marketing, location-specific experiences are not exclusive to retail. From education to healthcare to travel and entertainment, location awareness is changing the way marketers market and consumers consume.

Product Promotion

Beacons are small wireless transmitters that emit a continuous signal that is recognized by Bluetooth-enabled devices (i.e. your smartphone, tablet or wearable) within range. The device then pings the server to see if there are any messages to deliver.

For example, a museum can place beacons on different exhibits. As a patron with the museum’s app installed on her device moves through the museum and walks within range of one of those beacons, her device will recognize the beacon and ping the server. The server will then push a message down to her device with information about the exhibit, creating an interactive, self-guided tour experience.

Wayfinding

Mapping applications like Google Maps and Apple Maps are great for the road, but they’re not made for navigating a large indoor / outdoor campus environment like a university, hospital or business complex.

That’s where applications with wayfinding capabilities come in. Let’s say you have a doctor’s appointment at the hospital. Imagine having seamless, turn-by-turn directions from your house, to the appropriate parking lot, to the correct building entrance, and through hospital corridors and elevators—straight to your doctor’s doorstep. How much appointment-related stress would that improve?

And if that wayfinding application also made it easier for you to purchase from the gift shop, cafeteria and pharmacy by listing their hours and helping you navigate to them, that’s a major bonus for the hospital.

Event Engagement

Fans at sports or entertainment events are a captive audience, and they’re devoted to their team / athlete / artist. These factors create a perfect opportunity for marketers to connect with them.

For example, a venue or special event might have a branded application with a wayfinding feature that helps fans locate parking and find their way to their seats in large theaters or stadiums. From there, it might help them navigate to the merchandise stand, or even place food and drink orders through the app and have the items delivered right to their seat.

Marketers can also get creative with fan engagement. The app might give fans a way to show their support by “cheering” digitally…and then aggregate all of that data to display during the event, building on the fans’ excitement in real time.

Mobile Interactivity

Mobile users desire interactivity. The days of one-way communication are gone. Most importantly, users want to share their experiences with friends, family and followers. Applications that provide answers and enable social sharing will increase loyalty and brand awareness.

Fortunately, today’s mobile platforms are designed from the ground up to be interactive, and users are skilled practitioners. Location-specific features complement and enhance this interactivity.

Checking In

Check-in features allow users to share their location and record important details of the moment. While it is possible to share this information through social platforms like Foursquare and Facebook, integrating check-ins to a location-specific application makes it even easier for the users. Also, because sharing is initiated in the application, it is easier for marketers to monitor and measure.

Social Sharing

Social sharing differs from the check-in feature but it has similar benefits. Social sharing features allow users to easily post information and events directly from an application. For example, a user could post an alert he received about an exhibit in the museum we described earlier. If the user posts this to several social platforms, it can significantly increase the exposure of the exhibit.

Customer Service

Everyone needs help from time to time. Branded mobile applications can be an excellent customer service portal.

For example, if a shopper needs help in-store, she might use the store’s application to request assistance. Staff will be immediately be notified that a customer needs help and directed to her location within the store. The application will also be able to pull up her interaction history, whether she is a VIP shopper, and any other relevant data.

There’s one caveat here: If you’re going to enable location-specific interactivity within your app, it’s up to you to monitor and respond as your users engage. These interactions are critical for building a long-lasting, reciprocal relationship.

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Why Mobile Technology Is a “Great Opportunity” for Airports http://www.phunware.com/blog/mobile-technology-great-opportunity-airports/#utm_source=rss&utm_medium=rss&utm_campaign=mobile-technology-great-opportunity-airports http://www.phunware.com/blog/mobile-technology-great-opportunity-airports/#comments Thu, 20 Nov 2014 20:55:40 +0000 http://www.phunware.com/?p=15974 Frequent flyers want to use smartphones to maintain control over their journey at all times, new research shows. But are airports ready to meet the needs of today’s connected travelers? Nearly all travelers today carry a phone, and usually, it’s a smartphone loaded with travel apps, according to the 2014 SITA/Air Transport World survey. Of […]

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Mobile Tech for Airports Blog

Frequent flyers want to use smartphones to maintain control over their journey at all times, new research shows. But are airports ready to meet the needs of today’s connected travelers?

Nearly all travelers today carry a phone, and usually, it’s a smartphone loaded with travel apps, according to the 2014 SITA/Air Transport World survey. Of travelers with smartphones, 76 percent use airline apps, and 43 percent of those travelers said the mobile apps “made a definite improvement to their travel.”

“A Great Opportunity”

Mobile technologies “present a great opportunity for airlines and airports to engage directly with their passengers to provide efficient services throughout the journey,” according to SITA’s Chief Executive Officer Francesco Violante.

Many airports are awakening to the opportunity by swiftly ramping investments in mobile app development, beacons, Near Field Communication (NFC) and other technologies to assist their travelers.

Another SITA study, the 2014 Airport IT Trends survey, reveals:

  • 60 percent of airports will offer geo-location by 2017, providing turn-by-turn navigation so travelers can easily find the terminals, shops, restaurants, and airport services they need;
  • 49 percent of airports are considering supporting NFC by 2017, which could make it a snap for travelers to purchase goods and services using their smartphones throughout the airport;
  • 33 percent of airports plan to deploy Apple iBeacons within three years, to serve relevant information and offers to travelers based on their current location at the airport;
  • A whopping 86 percent of airports will invest in self-service processes by 2017, such as multi-service kiosks, self-baggage drop and self-boarding.

A Native Mobile App Can Help You Help Passengers

A native, location-aware mobile app, combined with technologies such as geo-fencing, Wi-Fi, and beacons, can help airports keep travelers more informed and less stressed. And when travelers are less stressed, they have more time and energy to visit restaurants, shops, and services. That’s good for passengers—and it’s good for the airport’s bottom line.

For example, an airport’s custom, location-aware app can help arriving passengers easily find available parking spots, while wayfinding capabilities can give travelers turn-by-turn directions to an airport restaurant that offers healthful food options.

Such sophisticated, native mobile apps are more affordable and easier to develop, deploy and update than ever before. See our white paper on Redefining the Airport Experience for more information.

The post Why Mobile Technology Is a “Great Opportunity” for Airports appeared first on Phunware.

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Mobile Advertising: What Is eCPM? http://www.phunware.com/blog/mobile-advertising-ecpm/#utm_source=rss&utm_medium=rss&utm_campaign=mobile-advertising-ecpm http://www.phunware.com/blog/mobile-advertising-ecpm/#comments Wed, 19 Nov 2014 15:39:47 +0000 http://www.phunware.com/?p=15875 Like so many acronyms flying around the business world today, eCPM means different things to different people. It is frequently confused with similar terms in the publishing, media-buying and advertising network worlds. Here are a few acronyms in the same family of ideas: CPC = Cost per click Under a CPC model, the advertiser pays […]

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Mobile Advertising: What Is eCPM?

Or, “Nobody Told Me There Would Be a Math Quiz!”

eCPM-BlogLike so many acronyms flying around the business world today, eCPM means different things to different people. It is frequently confused with similar terms in the publishing, media-buying and advertising network worlds. Here are a few acronyms in the same family of ideas:

CPC = Cost per click

Under a CPC model, the advertiser pays for each valid click-through, usually associated with a specific call to action, or CTA.

CPA = Cost per action

(also called PPA, or pay per action; also cost per conversion)

In cost-per-action advertising, advertisers only pay when a transaction takes place as a direct result of the ad placement.

CTR = Click-through rate

This metric measures the relative efficiency of an ad by showing the percentage of clicks per impression.

CPM = Cost per mille

(also called RPM, or revenue per mille)

Cost per mille, or cost per thousand, refers to the price a network charges for one thousand ad impressions. Impressions are just opportunities for people to see the ad, with or without any type of action or conversion taking place. The advertiser is essentially paying for eyeballs on the ad.

What Is the Difference between CPM and eCPM?

CPM can be a bit misleading since there are often exceptions that make the actual cost per thousand impressions different from the set price for one thousand views. For example, a niche company may get fewer than one thousand impressions but still have to pay in increments of a thousand. Or a very large brand might end up paying for one million impressions but actually get 1.3 million views without paying extra.

eCPM, which stands for “effective cost per mille,” accounts for such discrepancies so that advertisers can know what their real return on their advertising investment is and make more informed decisions about future ad buys. Think of CPM as the price on an invoice, while eCPM is a comparative metric.

Here’s where the math quiz comes in. Don’t worry, though; it’s not hard. To calculate eCPM, simply divide the total earnings from a particular campaign by the total impressions and multiply the result by one thousand.

eCPM-Calc-Blog

Here is an example that illustrates the difference between CPM and eCPM:

  • Gizmo Galaxy buys one million impressions for $3,000.00 on Network A. The company’s CPM is $3.00. Simple and straightforward. Also, not very helpful.
  • It turns out that Network A was fine-tuning the campaign at the beginning and delivered an extra 200,000 impressions (a.k.a. bonus impressions). So Gizmo Galaxy actually got 1.2 million views for its $3,000.00 media buy. Using the eCPM formula, Gizmo Galaxy’s Director of Marketing can see that the real cost was $2.50 per thousand impressions. This is a more meaningful number upon which to base future ad purchasing decisions than CPM would be.
  • As a test, Gizmo Galaxy ran a separate campaign on Network B under the same criteria: one million impressions at a $3.00 CPM. At the end of the campaign, the network had delivered exactly one million impressions. Since there were not any bonus impressions, the eCPM was $3.00.

When we at Phunware refer to eCPM, this is what we mean. It’s one of the tools we use to evaluate mobile ad networks, including our own. It’s a good starting point for comparing and contrasting the effectiveness of a campaign. Used in conjunction with other metrics, research and statistics, eCPM can help advertisers make informed decisions and get the best bang for their advertising buck.

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Mobile’s Impact on In-Store Shoppers: Challenging the Top 3 Myths http://www.phunware.com/blog/mobiles-impact-store-shoppers-challenging-top-3-myths/#utm_source=rss&utm_medium=rss&utm_campaign=mobiles-impact-store-shoppers-challenging-top-3-myths http://www.phunware.com/blog/mobiles-impact-store-shoppers-challenging-top-3-myths/#comments Tue, 18 Nov 2014 17:00:57 +0000 http://www.phunware.com/?p=15833 Myth or reality? When in-store shoppers take out their smartphones, it means you’ve lost their interest. If you answered “reality,” Google has news for you. In an article recently published in Google’s Think online newsletter, the search giant discloses the truths, based on its research, behind the top three myths surrounding mobile’s impact on brick-and-mortar retail. […]

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Myths-Facts-Blog

Myth or reality? When in-store shoppers take out their smartphones, it means you’ve lost their interest.

If you answered “reality,” Google has news for you. In an article recently published in Google’s Think online newsletter, the search giant discloses the truths, based on its research, behind the top three myths surrounding mobile’s impact on brick-and-mortar retail.

Here are Google’s top digital/in-store shopping myths and realities—plus Phunware’s take on what it means for you, the retailer.

MYTH NUMBER 1:

Search results only send consumers to e-commerce sites.

Reality: Search results can actually drive consumers into stores.

Three out of four shoppers who receive information about local stores through search results are more likely to visit those stores, says Google.

What this means for you: The more information you make available to consumers that will enable their buying process, the more traffic you can drive into your stores.

  • With a website: Ensure your inventory system is connected to your website. Give shoppers the option to find and purchase what they want from your physical store.
  • With a mobile app: Make inventory information available as with a website. Also, use wayfinding technology to get consumers not only into your store, but to the exact location of the item they’re looking for.

MYTH NUMBER 2:

When in-store shoppers look at their smartphones, you’ve lost their interest.

Reality: Forty-two percent of in-store shoppers search for information online while in-store. Nearly 50 percent of them ultimately go to the retailer’s website or app.

What this means for you: You have a golden opportunity to connect with in-store shoppers and keep them from going to a competitor by helping them become more informed.

  • With a website: Provide weekly or daily deals, a look at which items are most popular, and product ratings/reviews. (Sixty-four percent of consumers are more likely to shop in stores that provide specific recommendations, Google says.)
  • With a mobile app: Provide highly targeted information to shoppers, enabling them to learn about your products in compelling new ways. Example: A home/kitchen retailer might offer shoppers a brief video about how a new blender works—while they’re standing in the blender department.

MYTH NUMBER 3:

Internet-savvy shoppers are extremely well informed before entering a store.

As a result, they only go to stores for a specific transaction (such as picking up an item ordered online).

Reality: According to Google, 32 percent of shoppers visit stores at the beginning of the decision/buying cycle, and 33 percent do their research in stores to learn more about a product.

What this means for you: With mobile technology, you can impress and engage shoppers early in their buying process and use customized offers to transform their interest into action.

  • With a website: Motivate shoppers early in the buying process through exclusive deals and promotions.
  • With a mobile app: More deeply engage shoppers with contextually relevant coupons and promotions based on their previous purchases and/or their geolocation in the store. For example, offer your returning customers a deal on previously purchased items as they arrive at your doorstep. Display relevant ads from the makers of products you sell—providing shoppers with more offers they’re likely to want while also providing your store with another revenue stream.

Inform. Engage. Motivate.

Google’s research shows that retailers must impress shoppers wherever they are, both online and offline. At a minimum, you need a mobile website to answer their questions and provide product information and buying options. Taking it a step further with a mobile app will help you more deeply inform, engage and motivate your in-store shoppers in ways not possible before.

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