Phunware http://www.phunware.com Everything you need to succeed on mobile. Fri, 17 Apr 2015 18:25:10 +0000 en-US hourly 1 http://wordpress.org/?v=4.1.1 Phunware Advertising Takes a Shot at (or in) Los Angeles http://www.phunware.com/blog/phunware-advertising-takes-a-shot-at-or-in-los-angeles/#utm_source=rss&utm_medium=rss&utm_campaign=phunware-advertising-takes-a-shot-at-or-in-los-angeles http://www.phunware.com/blog/phunware-advertising-takes-a-shot-at-or-in-los-angeles/#comments Fri, 10 Apr 2015 22:34:30 +0000 http://www.phunware.com/?p=18928 Last Thursday, the Phunware Advertising team took MLA Live! Los Angeles by storm. The event, put on by the Mobile Leaders Alliance, gave us a chance to mix and mingle with the mobile ad industry’s movers and shakers. Brands like 1-800-DENTIST, Moviefone and Fox were in attendance. A cross-section of agencies and vendors filled up the […]

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Last Thursday, the Phunware Advertising team took MLA Live! Los Angeles by storm. The event, put on by the Mobile Leaders Alliance, gave us a chance to mix and mingle with the mobile ad industry’s movers and shakers. Brands like 1-800-DENTIST, Moviefone and Fox were in attendance.

A cross-section of agencies and vendors filled up the V Lounge (with bottle service for VIPs and tequila-filled Phunware shot glasses), and everyone danced the night away. By closing time, everyone had had their fill of great music, a little bit of business and a lot of mingling to bring together the growing LA mobile community.

What is the Mobile Leaders Alliance?

The MLA helps mobile professionals meet each other and continue their mobile education through local events, newsletters and social media. Its goal is to create common ground for thought leaders to share ideas, technologies, news and more.

What did we do at MLA Live! Los Angeles?

The event allowed us to meet many potential customers and get to know others in the mobile industry—including our competitors. Los Angeles is a very small market that places a premium on making connections. As anyone in Hollywood will tell you, it’s a relationship town.

What did we get out of it?

While we can neither confirm nor deny that we may have gotten a tequila-induced hangover out of it…we also made some great connections and major headway in growing the Phunware Advertising brand presence. Check out our shining faces in the slideshow below!

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Live-Streaming Mobile Apps: What We’ve Learned Working with the World’s Biggest Media and Sports Properties http://www.phunware.com/sports-and-entertainment/live-streaming-mobile-apps-what-weve-learned/#utm_source=rss&utm_medium=rss&utm_campaign=live-streaming-mobile-apps-what-weve-learned http://www.phunware.com/sports-and-entertainment/live-streaming-mobile-apps-what-weve-learned/#comments Mon, 30 Mar 2015 18:17:26 +0000 http://www.phunware.com/?p=18768 People in media, sports, and entertainment get awfully excited about the idea of live-streaming with their own branded mobile app. After all, if you’re in the business of creating and distributing content, it shouldn’t be that hard to grab hold of those streams and let ‘er rip, right? Not so fast. Here’s the problem: You’re […]

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PW-pheature-banner-mobileLive-Streaming Apps

People in media, sports, and entertainment get awfully excited about the idea of live-streaming with their own branded mobile app. After all, if you’re in the business of creating and distributing content, it shouldn’t be that hard to grab hold of those streams and let ‘er rip, right? Not so fast.

Here’s the problem: You’re not in the business of building and scaling mobile apps. Neither is your IT department—they have plenty of other issues to address.

What usually happens: mobile app mishmash

Many live-streaming mobile apps are simply cobbled together with in-house content, along with streams from various live stream, media on demand, live replay and highlights vendors. The problem is, these solutions generally don’t perform to the organization’s standards—or the audience’s expectations.

  • 1. Scalability capabilities and cost
  • The scalability issues come down to capabilities and cost. The fundamental challenge is that scaling streaming content simply isn’t a core competency for most vendors—or for most media / sports / entertainment companies either. Most do not have the necessary expertise, architecture, resources and infrastructure stability. In many cases, they’ve never actually done it before. Launching a streaming mobile app isn’t the time to “try things out,” with fingers crossed that everything works as promised.
  • Plus, when you ask multiple vendors to scale for you, you pay multiple vendors to scale for you. Therefore, your costs spike exponentially. For example, let’s say your app home page features five different streams in a carousel. In this case, a simple “get home page” request translates to five different requests—one for each feed vendor. One million requests X five vendors X the cost per request = your budget goes out the window.
  • 2. Poor fault tolerance
  • In our cobbled-together scenario, whenever a vendor changes something in its code—such as the object structure or rules in a single replay stream—the app is likely to fail. This change actually requires a change in the app’s code, which means the developers will have to submit updates to the app marketplaces (the App Store, Google Play, etc.). Then, you either have to hope that people download the update or force them to update in order to continue using the app (a last resort which generally irritates users). There is no built-in failsafe to prevent small issues from becoming big ones.
  • 3. Too much client-side burden
  • When you develop a live-streaming app with multiple different data sources, there’s no standardization in the meta-data about the video. Each vendor does it differently. Handling all of this variation demands a lot of client-side logic. That’s okay when you’re dealing with a multi-core personal computer or digital TV, but mobile devices are not designed for heavy logic processing. Performance will suffer.
  • 4. No centralized manageability
  • When you’re wrangling multiple stream vendors, each vendor has its own approach to management. To edit which content appears within a home page carousel, for example, you might have to log into each different vendor’s management interface, make changes, and then make the related changes to your own content. In other words, one change can be multiplied by the number of vendors.
  • All of these manual steps are exceedingly painful, time-consuming and inefficient. Your team has to be trained on every different interface and management approach, and they must remember what to do each time. Plus, the more steps involved, the more opportunities there are for someone to make a mistake.

The solution? Get it all together.

For maximum results (and minimum pain), turn to an expert development team that has deep experience with live streaming. At Phunware, we’ve learned a lot from working with the world’s largest media and sports properties. Our unique approach eliminates the challenges of dealing with multiple vendor streams by integrating and regularly caching everything in the cloud. Essentially, the Phunware platform makes multiple disparate content sources play nice with each other and with mobile devices. It transforms all of the inputs into one consistent normalized format, available to the app from a single cloud-based source.

Phunware’s approach delivers:

  • 1. Affordable, proven scalability
  • Our platform was built specifically for scalability, with all the necessary infrastructure and resources. It has proven successful across worldwide streaming apps with millions of requests.
  • And because the Phunware cloud integration layer acts as a proxy user, our live streaming apps make significantly fewer requests to the different vendors, thereby dramatically reducing cost.
  • 2. Maximum fault tolerance
  • Live event delivery systems can and will fail from time to time. With Phunware’s integration layer in place, this failure does not have to break the app. In the case of failure, an automatic alert is sent to the appropriate people who can fix it. In the meantime, the app simply serves the most current functioning stream as a fallback. The user would never even know there was a problem. One of our most successful worldwide sporting event apps experienced 99.9 percent uptime, even with different live feeds failing roughly ten times per day.
  • 3. Minimum client-side burden.
  • Phunware’s cloud-based approach enables our apps to be much thinner in terms of logic by removing the need to maintain state and knowledge of upstream service layers. For example, in the event that a configuration or structure changes in a critical service, our cloud solutions allow that change to be absorbed by the middle tier and not introduce breaking changes to the client layer. In not so many words, the middle tier acts as a levee for the application from the many upstream services. When issues arise that would normally have resulted in a client-side failure and an app update, all of that can be handled at the service layer in a graceful manner that is invisible to the end user.
  • 4. Robust, user-friendly, centralized manageability
  • Again, thanks to Phunware’s integration layer, all of the different content feed can be managed with one workflow. Our team can also build customized management interfaces with a convenient dashboard, automated processes, and point-and-click simplicity.

Predictions indicate that video content will make up two-thirds of the world’s mobile data traffic by 2018. Now’s the time to develop a clear and comprehensive strategy for mobile live-streaming—so you won’t get left behind.

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Brace Yourself: April Is a Phunware Healthcare Extravaganza! http://www.phunware.com/blog/brace-yourself-april-is-a-phunware-healthcare-extravaganza/#utm_source=rss&utm_medium=rss&utm_campaign=brace-yourself-april-is-a-phunware-healthcare-extravaganza http://www.phunware.com/blog/brace-yourself-april-is-a-phunware-healthcare-extravaganza/#comments Sun, 29 Mar 2015 11:17:48 +0000 http://www.phunware.com/?p=18843 Notable things that happen in April: April Fool’s Day, Easter, Passover, Stress Awareness Month (Ed. note: Isn’t that every month??), Earth Day, Phunware healthcare extravaganza!! As you can tell, we are pretty excited about the next thirty days, and we want to share our plans with you. Here’s what we have coming up:

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Notable things that happen in April:

  • April Fool’s Day
  • Easter
  • Passover
  • Stress Awareness Month (Ed. note: Isn’t that every month??)
  • Earth Day
  • Phunware healthcare extravaganza!!

As you can tell, we are pretty excited about the next thirty days, and we want to share our plans with you. Here’s what we have coming up:

WEBINAR: Mobile Apps Relieve Confusion for all Hospital-Goers (Yes, Even Grandpa)

March 31 (technically not April, but close enough!)
2pm EST | 11am PST

In this webinar, we’ll discuss:

  • The future of mobile health and its impact on the patient journey
  • Use cases from US hospitals
  • How seniors and their caregivers are adopting mobile
  • How mobile can be integrated into your overall facility wayfinding strategy
  • Which demographics are most likely to miss appointments and how mobile can help
  • Strategies for getting patients and visitors to use your app
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CONFERENCE: HIMSS 2015 Conference | Booth 8246

April 12-15 | Chicago, IL

Phunware’s healthcare team will be at #HIMSS15 with over 1,200 exhibitors and 38,000 healthcare and IT pro attendees. At our booth (#8246), we’ll be demonstrating how mobile apps can solve hospital wayfinding challenges and help create a positive patient experience. We’ll also have a super-phun photo station, 1:1 live app demos, and lots of patient engagement expertise to share.

Even better: complete a demo with us for a chance to win an Apple Watch! Can’t attend? Go here to request a healthcare solution demo (and enter to win!). Visit the HIMSS Conference website for more information.

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WEBINAR: May 13: Save the date!

Stay tuned for details…and more great tools and tips for transforming the patient experience.

…and since you made it this far, you might as well check out how Dignity Health is using Phunware technology to transform French Hospital Medical Center in California.

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HIMSS 2015 – April 12-15, 2015 http://www.phunware.com/event-articles/himss-2015-april-12-15-2015/#utm_source=rss&utm_medium=rss&utm_campaign=himss-2015-april-12-15-2015 http://www.phunware.com/event-articles/himss-2015-april-12-15-2015/#comments Fri, 27 Mar 2015 19:55:39 +0000 http://www.phunware.com/event-articles/lmbas-retailloco-at-sxsw-march-15-2015-2/ Phunware’s healthcare team will be at #HIMSS15 with over 1,200 exhibitors and 38,000 healthcare and IT pro attendees. At our booth #8246, we’ll be demonstrating how mobile apps can solve hospital wayfinding challenges and help create a positive patient experience. Event Information April 12-16 Chicago, IL McCormick Place Booth 8246 Stop by and see us! […]

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Phunware’s healthcare team will be at #HIMSS15 with over 1,200 exhibitors and 38,000 healthcare and IT pro attendees. At our booth #8246, we’ll be demonstrating how mobile apps can solve hospital wayfinding challenges and help create a positive patient experience.

Event Information
April 12-16
Chicago, IL
McCormick Place
Booth 8246

Stop by and see us! We’ll have a super-phun photo station, 1:1 live app demos, and lots of patient engagement expertise to share. Even better: complete a demo with us for a chance to win an Apple Watch! Can’t attend? Go here to request a healthcare solution demo (and enter to win!).

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Keep It Simple, Stupid: Phunware at MWC 2015 http://www.phunware.com/videos/keep-it-simple-stupid-phunware-at-mwc-2015/#utm_source=rss&utm_medium=rss&utm_campaign=keep-it-simple-stupid-phunware-at-mwc-2015 http://www.phunware.com/videos/keep-it-simple-stupid-phunware-at-mwc-2015/#comments Mon, 23 Mar 2015 20:17:41 +0000 http://www.phunware.com/?p=18672 The Phunware Advertising team recently returned from an action-packed week in beautiful Barcelona with some of the best and brightest in mobile, media and ad tech. In other words, we attended Mobile World Congress 2015. Aside from kicking off the MWC conference as the official guest blogger for M&M global, our own Jon Hook is […]

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The Phunware Advertising team recently returned from an action-packed week in beautiful Barcelona with some of the best and brightest in mobile, media and ad tech. In other words, we attended Mobile World Congress 2015. Aside from kicking off the MWC conference as the official guest blogger for M&M global, our own Jon Hook is featured in this video discussing how the explosion of connected devices will affect brands, agencies and ad tech companies.

  • How can brands and agencies sift through and evaluate different mobile and ad tech vendors?
  • How will the internet of things affect vendors like third-party ad exchanges?
  • Where does Phunware fit into it all?

As we get farther down the road into the internet of things, the real takeaway for brands will be to cut out the noise and keep it simple. Their challenge will be finding a holistic solution that empowers them to reach customers on any device that’s part of the connected ecosystem.

Want to join the conversation? Come see Phunware at one of our upcoming events!

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Finding Rich Rewards through Rich Media Mobile Advertising http://www.phunware.com/blog/finding-rich-rewards-through-rich-media-mobile-advertising/#utm_source=rss&utm_medium=rss&utm_campaign=finding-rich-rewards-through-rich-media-mobile-advertising http://www.phunware.com/blog/finding-rich-rewards-through-rich-media-mobile-advertising/#comments Fri, 20 Mar 2015 22:11:58 +0000 http://www.phunware.com/?p=18582 Are you a mobile advertising expert? Most people aren’t, especially because approaches and tactics evolve over time—what worked two years ago might be hopelessly out of date today. But mobile advertising is one of the best tactics you can utilize to accelerate your success, so you need to stay in touch with approaches that work while […]

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Are you a mobile advertising expert? Most people aren’t, especially because approaches and tactics evolve over time—what worked two years ago might be hopelessly out of date today.

But mobile advertising is one of the best tactics you can utilize to accelerate your success, so you need to stay in touch with approaches that work while avoiding approaches the ones that don’t.

And what’s the best leading-edge tactic within mobile advertising? Today, it’s probably rich media. So let’s spend a few minutes understanding its benefits and opportunities.

What Is Rich Media?

We’re all familiar with the old-fashioned static banner ad. We’ve seen it on the web, we’ve seen it on mobile websites, and we see it in mobile applications.

blog-AdTypes_Banner

They’re common, so they must work well…right?

In the beginning, sure. But today, many consumers (me included) suffer from “banner blindness”: we’re tired of boring, irrelevant banner ads, so we tune them out.

Additionally—and critically—banner ads are falling by the wayside because the web is falling by the wayside. Consumers are spending an increasing amount of their time in apps that look nicer and perform better than websites—especially on their smartphones. And many are willing to pay for the ad-free app experience (the freemium model).

In response, mobile advertising has had to evolve to become more engaging. Enter rich media.

Simply put, rich media is advertising that isnt static. It contains images or video and involves some kind of user interaction (because typically the ad is in motion). Ads can move, expand, shrink, float, peel down, etc. They can show video or animation. Often built in HTML5 or Flash, rich media mobile ads can offer multiple touch-throughs, polling, send-to-a-friend, and other special features.

Phunware Rich Media-Animated Intro

We created a rich media ad with an animated intro to bring this badass action movie to life.

Typical actions include:

  • Embed a video
  • Embed audio
  • Play animations
  • Integrate touch interactions
  • Add an event to the user’s calendar
  • Send a SMS message
  • Call a phone number
  • Save a picture
  • Resize, move, hide or expand a creative
  • And more…

Why Should You Care?

For one, mobile advertising is a very impactful tactic for mobile app monetization. If you aren’t using mobile advertising, you’re not making as much money as you can.

Rich media ads work well for five major reasons:

  • Larger space = more content. Banner ads are small. Rich media ads are typically larger, with more space to display photos, offer more calls to action and engage users.
  • Video. Video is fast becoming the most important form of online communication. Potential customers have been trained for over 60 years to consume video. Rich media ads are a great way to gain engagement through new or repurposed video.
  • More substantial tracking. Rich media ads offer more measurable statistics about your consumers. For example, with video ads, you can see how many people watched a video, or the percentage of videos viewed, or which click-through the prospect followed. You can then cross-reference all of this information by platform, carrier, geography and other metrics. You can poll users directly through the mobile ad creative, or simply identify the length of time that a user interacted with the creative.
  • Control. If you choose rich media, you aren’t restricted to basic display ad sizing requirements and others. Rich media formats offer advertisers total control of how their ads are styled and displayed on mobile devices, providing them a platform to deliver their messaging and value proposition precisely.
  • Fraud prevention. A significant proportion of web traffic is bot-driven, and that’s especially true in mobile advertising. While it’s easy for fraudsters to program bots to rack up false impressions and clicks, it’s virtually impossible to make bots that can exploit the more sophisticated interactivity found in rich media ads. Thanks to that, rich media helps advertisers identify suspicious activity: if publishers are delivering tons of clicks to your display ad, but no engagement with the rich media layer, something’s wrong.
Phunware Rich Media-Animated Intro

This panoramic rich media ad lets users tilt and pan to explore Middle-earth.

What Are the Results?

To put it simply, increased interaction rates and reduced annoyance.

Because rich media ads offer video, movement and other engaging features to increase potential customer attention and interaction, they’re harder to overlook. Rich media ads also can include various interaction points, including gamification, calls-to-action, links to your social media outlets, contact forms and landing pages.

These capabilities lead to improved user interaction and conversion rates. Research has shown that rich media ads offer up to a 6x post-ad site visit lift vs. a standard banner ad.

Rich media advertising also reduces annoyance. Let’s face it: advertising can be annoying, and for long-term engagement, you have to strike a balance between advertising and user engagement. Rich media ads are more engaging, more attractive and more interesting than static ads. Using rich media gives you a better chance of not alienating your users.

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Omnichannel Marketing for Retailers: Yes, It’s Within Reach. http://www.phunware.com/blog/omnichannel-marketing-for-retailers-yes-its-within-reach/#utm_source=rss&utm_medium=rss&utm_campaign=omnichannel-marketing-for-retailers-yes-its-within-reach http://www.phunware.com/blog/omnichannel-marketing-for-retailers-yes-its-within-reach/#comments Fri, 20 Mar 2015 21:20:31 +0000 http://www.phunware.com/?p=18648 Today, an unprecedented number of shoppers are using mobile devices while shopping in brick-and-mortar stores. They use their smartphones for wayfinding, comparison-shopping, checking in, leaving feedback and much more. They send photos of what they’re considering buying to their friends and loved ones. They open store apps and websites to see if there are any […]

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Today, an unprecedented number of shoppers are using mobile devices while shopping in brick-and-mortar stores. They use their smartphones for wayfinding, comparison-shopping, checking in, leaving feedback and much more. They send photos of what they’re considering buying to their friends and loved ones. They open store apps and websites to see if there are any coupons or deals that day. They share their shopping experiences with friends on social media. In other words, the digital experience is becoming inextricable from the physical. This is what marketers refer to as OMNICHANNEL marketing.

People are digital-dependent in almost everything they do, and that’s not much of an exaggeration. If you have brick-and-mortar stores and you do nothing to tap into digital experience capabilities, you risk losing market share.

Perhaps you’re already offering digital experiences to your brick-and-mortar shoppers, like email-based promotions or a mobile-optimized website. That’s multichannel marketing, and you’re on the right track.

The next step is to move toward omnichannel marketing, which focuses not only on accessibility via any channel consumers might use, but on offering a seamless experience for customers. There should be as little separation as possible between shoppers’ activity in your online store, on your branded app, and inside one of your physical store locations. If a shopper was looking at a particular coffee maker in your online store but didn’t buy it, you can prompt that shopper with a promotional offer on that coffee maker the next time he enters one of your locations—a seamless digital/mobile/physical transition that is entirely personalized to that shopper and highly effective as a sales tool.

How do we reach shoppers in so many ways?

Short answer: mobile apps and location-enabled marketing tools. By tapping into location technology such as GPS, Wi-Fi, and Bluetooth, you can target customers using geo-fencing near your business locations and inside your stores. You can even know when customers who use your app go to competitors’ stores or visit nearby partners, which can be invaluable data for future campaign planning.

We made an infographic that shows how the omnichannel purchase cycle might play out for a customer in your store. Take a look to follow along with Sue’s interactions with a retailer like you.

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Location Marketing in Action: Phunware’s Beacon-Enabled Scavenger Hunt App at SXSW http://www.phunware.com/blog/location-marketing-in-action-phunwares-beacon-enabled-scavenger-hunt-app-at-sxsw/#utm_source=rss&utm_medium=rss&utm_campaign=location-marketing-in-action-phunwares-beacon-enabled-scavenger-hunt-app-at-sxsw http://www.phunware.com/blog/location-marketing-in-action-phunwares-beacon-enabled-scavenger-hunt-app-at-sxsw/#comments Thu, 12 Mar 2015 20:19:37 +0000 http://www.phunware.com/?p=18499 The BBQ is smoking. Guitars are being tuned. The drinks are iced. And most importantly, tech leaders from all over the world are making their way to Austin, TX for the annual SXSW Interactive conference. If you’re a SXSW veteran, you already know it can get a little overwhelming. Event after event and product pitch […]

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The BBQ is smoking. Guitars are being tuned. The drinks are iced. And most importantly, tech leaders from all over the world are making their way to Austin, TX for the annual SXSW Interactive conference.

If you’re a SXSW veteran, you already know it can get a little overwhelming. Event after event and product pitch after product pitch. How can you understand the value of technology in such little time?

Phunware has decided to change things up a bit this year. We’ve made it easy for you to evaluate the same technology that powers mobile experiences for some of the top retail brands in the U.S.

Did I mention one lucky person will win an Apple Watch?

Here’s how it works:

  1. Click here to install the Phunware Scavenger iOS app.
  2. Go about your business at SXSW and unlock the three scavenger hunt tasks.
  3. Find out if you’re the winner on March 27!

Scavenger leverages beacons, GPS geo-fences, and other location marketing technology to drive engagement and foot traffic through mobile. We created the app to show how simple and non-intrusive location marketing can be. Test-drive it yourself and enter to win!

*Disclaimers: Prize watch may not match pictured watch exactly. Scavenger hunt app only available for use on iOS. No purchase necessary to enter. Scavenger hunt application use and entry limited to Austin, Texas March 12-25, 2015. Must complete the scavenger hunt and submit contact information to be entered to win. The scavenger hunt will end March 22, 2015 (the final day of SXSW).  A single winner will be drawn at random on March 27th, 2015. Phunware is not in any way affiliated with Apple and expressly disclaims any responsibility for, and makes no representations or warranties regarding the Apple Watch. Apple Watch delivery date will depend upon Watch availability.

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LMBA’s RetailLoco at SXSW – March 15, 2015 http://www.phunware.com/event-articles/lmbas-retailloco-at-sxsw-march-15-2015/#utm_source=rss&utm_medium=rss&utm_campaign=lmbas-retailloco-at-sxsw-march-15-2015 http://www.phunware.com/event-articles/lmbas-retailloco-at-sxsw-march-15-2015/#comments Thu, 12 Mar 2015 19:55:39 +0000 http://www.phunware.com/?p=18542 Come see us at SXSW! Our VP – Product Evangelism, Eric Moujaes, will be on a panel at the LBMA’s RetailLoco event discussing the role connected cars, drones and robots will play in the future of retail. Hosted by the Location Based Marketing Association, RetailLoco is a one-day event that will deliver insights on the […]

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Come see us at SXSW! Our VP – Product Evangelism, Eric Moujaes, will be on a panel at the LBMA’s RetailLoco event discussing the role connected cars, drones and robots will play in the future of retail.

Hosted by the Location Based Marketing Association, RetailLoco is a one-day event that will deliver insights on the latest in mobile and location-based tools and techniques for retailers.

Event Information
Sunday, March 15 (all day)
Panel 6: Connected Cars, Robots & Drones – 2:45pm
Capital Factory
701 Brazos Street, Suite #1601
Austin, Texas 78701

Check out the RetailLoco website for more information, including the panel agenda. And join the #SXSW conversation on Twitter!

We look forward to seeing you! In the meantime, email sxsw@phunware.com with questions.

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Now That You Have an App, How Will You Drive User Engagement? http://www.phunware.com/blog/now-that-you-have-an-app-how-will-you-drive-user-engagement/#utm_source=rss&utm_medium=rss&utm_campaign=now-that-you-have-an-app-how-will-you-drive-user-engagement http://www.phunware.com/blog/now-that-you-have-an-app-how-will-you-drive-user-engagement/#comments Fri, 27 Feb 2015 18:21:20 +0000 http://www.phunware.com/?p=18328 So you did it. You created a branded app for your business, and it rocks. Congratulations! Now what? You’re not finished when the app is launched. Now you need to get users to download it. And then, since 20 percent of all apps are deleted after one use, you’ll also have to work to keep […]

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Now That You Have an App, How Will You Drive User Engagement?

See How Crescent Heights® Promotes Its Luxury Residential Real Estate App

So you did it. You created a branded app for your business, and it rocks. Congratulations!

Now what?

You’re not finished when the app is launched.

Now you need to get users to download it. And then, since 20 percent of all apps are deleted after one use, you’ll also have to work to keep users engaged and coming back. To get your app on users’ top screens and keep it there, you have to offer clear ongoing value, whether you’re a retailer, a medical facility or a residential community. You also have to make people aware of the app in the first place.

Check out how one real estate brand is promoting its app.

Crescent Heights® is a leading luxury residential real estate developer in Miami, Florida. They recently partnered with Phunware to develop an app for residents of their communities: the Crescent Heights Inspirational Living Resident App. The app gives residents the ability to:

  • Browse and reserve amenities
  • Take advantage of concierge and valet services
  • Receive discount offers from nearby businesses
  • Pay rent and make maintenance requests
  • See local transportation schedules
  • Manage an authorized visitor list
  • Communicate easily with the property’s management office, and more

The range and inherent value of the app’s tool set is enough to keep many residents engaged and using the app regularly once they download it. But to spread awareness of the app’s availability and get new users on board, Crescent Heights created this great video promo:

Lots of brands wrestle with the idea of creating a mobile app out of concern over how to market it. A video like this one is easy to create and easy to share (like in this blog post!). It facilitates word-of-mouth marketing by giving property managers and residents alike a simple tool to help neighbors see the app’s genuine usefulness and appeal.

Of course, there are many other ways to drive awareness and downloads of your app. Performance-based mobile advertising is climbing in popularity because it drives real, measurable results (app downloads, for example), and the brand doesn’t pay a penny unless those results are achieved. The mobile ad company has skin in the game, too.

Remember, no matter how fantastic your app is and how hard you worked to make it a wonderful resource for your customers, it won’t matter if you don’t attract and retain users.

How are you promoting your app?

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