Firstly Blog

Firstly Blog

Device-Centric Discovery: Just the FAQ

By Kevin McGuire, SVP Product

PART 2: WHY SHOULD YOU CARE ABOUT DCD?

You may have heard us say that we “make the smartphone smarter”. That’s because content discovery on smartphones is stunted and the way to fix it is to change how the device works. Device-centric discovery (DCD) solutions, like our Firstly Mobile Platform, does just that. But we are hardly the only DCD solution in market.

This four-part blog series is designed to help you understand what DCD is, why it matters, why consumers love it, and what it means for the wireless industry..

In our first part, we covered the basics – defining DCD, giving examples of existing DCD solutions, and revealing the market leaders. In our second part, we take a look at why telecom players should care about DCD.

 WHY IS DCD BECOMING POPULAR?

As we discussed in part 1, there are several DCD solutions already on the market with new ones emerging constantly. So what exactly makes DCD so trendy right now? Three key reasons:

  • The Frictionless Trend – Consumers want things easier and quicker. We’ve seen friction removed from payment systems (PayPal, Venmo), transportation (Uber, Lyft), retail (Amazon), and even dating (Tinder, Bumble) that have transformed industries. Content is no different. With tons of apps out there, having the device find and surface content for the user makes DCD extremely consumer-friendly.
  • Old Smartphone Logic – The so-called “smart”-phone has some pretty dated and dumb logic (Last In First Out) when it comes to the unlock process. The user simply sees the last app they were in (which is often their launcher/home screen app) – neither of which are particularly useful. Recent research shows that the first app is currently closed immediately over 50% of the time. A “smarter” phone would give you something useful instead.
  • Unlimited Data – As wireless carriers have rolled out unlimited data plans, consumers phone behavior has changed. Now with the shackles off their mobile usage, their phone usage has become “Appnostic” – unlocking their phone with no particular app in mind. A recent report found that almost 90% of people display Appnostic behavior. In those “Appnostic” moments, having content one touch away becomes very desirable.

 WHY CARE? LOOK AT THE BENEFITS.

Even with being a nascent innovation, DCD has already provided several benefits for consumers and carriers alike. We’ll be covering all of these benefits in parts 3 and 4 of this blog series – but some of the key ones are:

  • New Revenue Opportunity – Consumers have embraced that their content feeds are going to have advertising. Facebook, Google, Twitter, Taboola/Outbrain, and many others have found creative ways to place advertising within content feeds so that it is not distracting to the user – in some cases even providing entertainment to the user.
  • Happier Subscribers – Consider the adoption rate for solutions like Apple News, Android widgets, and Bixby. Solutions that reduce the friction in finding and enjoying content will always find a market of users, and DCD has been no exception. Offering these solutions will certainly boost subscriber satisfaction.
  • Better 5G Rollout – One of the inarguable effects of 5G will be “choice overload”. People’s phones are already oversaturated with app options. As networks get faster and more things get connected, the sheer amount of potential destinations on the smartphone is going to skyrocket. DCD’s ability to frictionlessly present content and messaging can not only simplify discovery by streamlining choices, it can also boost awareness, understanding and adoption of related 5G services.
  • Support Carrier Strategic Goals – In addition to helping carriers promote 5G services, and creating new revenues, carriers who have embraced DCD have already seen it fulfill a variety of other strategic goals, including: driving consumption of a carrier’s owned and operated content and media; support of carrier-wide branding efforts; implementation of targeted CRM messages

WHAT’S NEXT

In our next part, we’ll dig deeper into the consumer-friendly aspects of DCD and how it has changed mobile behavior.

Blue and yellow graphic. What is DCD?
Firstly Blog

Device-Centric Discovery: Just the FAQ

By Kevin McGuire, SVP Product

 PART 1: WHAT IS DEVICE-CENTRIC DISCOVERY?

 You may have heard us say that we “make the smartphone smarter”. That’s because content discovery on smartphones is stunted and the way to fix it is to change how the device works. Device-centric discovery (DCD) solutions, like our Firstly Mobile Platform, does just that. But we are hardly the only DCD solution in market.

This four-part blog series is designed to help you understand what DCD is, why it matters, why consumers love it, and what it means for the wireless industry.Read more

A Wake Up Call For Mobile Researchers
Firstly Blog

A Wake Up Call For Mobile Researchers

By Greg Wester, CMO (And Former Research Analyst)

Once upon a time, I led a team of consumer interactive tech analysts at The Yankee Group. I had a simple message for them: “Our research should be geared towards the SMARTEST of our potential clients.” Twenty years later – I want to send the same message. This time, however, it’s for the mobile research industry: Forrester, IDC, Nielsen, Gartner, NPD, Ovum, Comscore, Parks Associates. Basically any firm researching consumer mobile usage – I’m talking to YOU.

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Firstly Blog

3 Amazon Lessons for Carrier’s 2020 Planning

By Jon Jackson, CEO at Mobile Posse

We are almost half way through the year, which always makes me take stock of how much we have accomplished and how much more we can get done by the end of the year.  As I think about Mobile Posse’s plans for the remainder of the year, I think about the device-centric innovations that are bringing content and subscribers closer together than ever. If there ever was a time for carrier’s to be nimble and fast, that time is now.

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Cover image of 3 Hits 1 Miss Blog Post from Mobile Posse
Firstly Blog

3 Hits, 1 Miss From the Appnostic Report Coverage

By Greg Wester, Chief Marketing Officer at Mobile Posse

We’ve been thrilled with the awesome coverage of our co-authored report with Phoenix Marketing International on “The Appnostic Journey”. This is our third partnership with Phoenix on the mobile journey – particularly at the unlock moment. While most research in mobile focuses on the destinations (i.e., usage metrics on individual apps), we’ve always turned the focus to the mobile journey itself – trying to understand what draws people to use their phones and how they actually navigate to these mobile destinations. And nothing changes the mobile journey more than “Appnostic” behavior – someone consciously unlocking their phone with no conscious app destination in mind.

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What Telecom Can Learn from FitBit
Firstly Blog

We’re all Media Enthusiasts – In Our Own Way

By Jon Jackson, CEO at Mobile Posse

Everyone I know spends time reading content on their mobile device. And if one were to provide the ability to get that content delivered simpler and easier, everyone would say yes. Sure, there may be some variations in what content, how often, and how much – but no one would say: “no thanks, I don’t like convenience.”

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Blog post covering top learnings from Mobile Unlock Journey Report by Verto Analytics
Firstly Blog

3 Things I Loved From Verto Analytics’ Mobile Unlock Journey Report

By Greg Wester, Chief Marketing Officer

A recent report by Verto Analytics on the Mobile Unlock Journey dared to ask, “What happens after consumers unlock their smartphones?” – and no, the answer wasn’t look at cat pictures and argue with strangers. We were thrilled to see that Verto dubbed Metro by T-Mobile’s metroZONE app, which is powered by our Firstly Mobile content discovery platform, as “The Carrier App That is Built for Unlock Content Discovery.” But that was just the start. The report was full of goodies that will shape the smartphone of tomorrow – aligning with several points we’ve been making over the last year.

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PictureBOOKs: Marvel/Adidas Win By Mixing Mobile Brand Experiences And Optimized Discovery
Firstly Blog

PictureBOOKs: Marvel/Adidas Win By Mixing Mobile Brand Experiences And Optimized Discovery

By Geoff Allen, Chief Content Officer

Firstly Mobile’s main purpose is to super-serve mobile media enthusiasts with frictionless and snackable content goodies. But our next-gen mobile content discovery platform has proven to be just as spectacular for brands looking to engage their target audience. Via our branded pictureBOOK campaigns, brands like Marvel and Adidas have received the equivalent of hundreds of thousands of dollars in earned media.  Let’s take a closer look at both.

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Firstly Blog

What will be the Netflix Discovery Engine for the Smartphone?

By Greg Wester, CMO

Everyone seems to agree that content discovery on TV “sucks”… but what is being ignored is that it’s equally as bad on smartphones! While tech innovations have created TVs and phones that manufacturers have deemed “smart”, both remain relatively dumb to helping us discover content – something we do on each daily.

For television, at least the industry has awakened and realized that:

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