24 Jun

Mobile Operators: Why, Why, WHY Aren’t You Able to Reach Your Audience?

Original Article on B/OSS

Dear mobile operators:

I have an important question for you, and I challenge you to provide me with an intelligent response.

Over the last two decades, you’ve invested time, effort and countless dollars building powerful mobile networks. You’ve spent millions upon millions of dollars on marketing and advertising to secure customers for whom you (at great cost, no doubt) subsidize state-of-the-art devices.

And yet, the moment a consumer walks away from your store, mall kiosk or reseller, you have no strategic platform in place to engage that customer in whom you’ve invested so much. “Wait a minute,” I’m sure many carrier marketers are now thinking, “We have lots of messaging plans…”

  • “We send monthly bills”… Pardon me, but no one reads them.
  • “We have an email marketing plan”… Sorry, but have you ever noticed how your competitors ads often show up as advertisers in these email clients?
  • “We just built a self-service app”… Not that I’m keeping track, but the average consumer may walk by your store more often than they fire up your app.
  • “We use SMS to reach our users.” FAB! IMS BUT TXTs just DNC. LOL!
    Face it… you really have no dialogue with your active customer base.

So here’s my question: In what world does it make sense that you can’t reach the audience you’ve worked so hard to build?

When Yahoo, Google, Facebook and even Siri have better relationships with your customer base than you do, it’s time to rethink your communications strategy. What’s that? You didn’t ask for help? Never you mind, I am going to give you some advice anyway, I am just that kind of guy.

Know thy customer. Answer me honestly: Do you have the information you need to reach your subscribers in the first place? Their names and email addresses? How about their content preferences? Do you even know their gender or where they live? Face it: You should know all these things about your subscribers. Most websites have more information about them than you do. If you’re not able to gain this information on your own, it’s important that you find a partner to help you get it. And no, it isn’t good enough for this information to be stored somewhere but not accessible. It has to be available to the systems that deliver messages to your subscribers. Here’s why: Beyond the fact that you’re not even able to reach your client base, you wouldn’t even know what to say to them if you could. Without learning who your customers are and what they like, you can’t develop any kind of personalized relationship. Facebook and Google are able to leverage data from social interactions and browsing history to serve up relevant messaging that makes consumers feel informed and understood. Right now, you don’t have that kind of advantage. You need to gain it.

Think beyond the invoice. If the only time you’re reaching out to your customers is when it’s time for them to pay, you’re hardly building a relationship. They’ll love you about as much as they love their mortgage company. But if you build a strategy around useful, meaningful messaging that reaches them at convenient times, think of how strong the relationship might be. For example, many carriers will send a text warning to a subscriber that they’re roaming and likely to incur fees. What if that message was accompanied by a targeted display ad, an email or even a call or text offering a discounted package that covered those roaming charges? What if you knew when their battery was nearing the end of its life and offered them a deal on a new one? Those are the kinds of things you should know and the kinds of offers you, as a mobile service provider, should be offering exclusively. Don’t let competitors beat you to the punch with offers for better plans or cooler phones. Keep your tomers by staying a step ahead of their needs and eloquently communicating relevant offers.

Leverage the home screen. Today, there are very few parties who have an invitation to interact with users on their handset home screens. You, mobile carrier, are among the privileged few. Are you taking advantage of the opportunity? You should be. The home screen is the beachfront real estate of the mobile universe. It’s where users spend the most time – it’s their alarm clock, weather service and virtual bulletin board. And you implicitly have permission to message them here. So why aren’t you doing it?

The home screen probably represents the greatest missed opportunity for all carriers. With so many expectant eyeballs here so much of the time, your odds of being seen and heard are unprecedented. Add to that the fact you are communicating one-to-one, with little or no competition for share of voice, and the home screen becomes your home-run opportunity. By messaging your customers in respectful and relevant ways, you could be building deep, lasting relationships.

The time to act is now. As Facebook, HTC and other major players stake a claim on the home screen, your window narrows by the second. There’s no better way to keep in touch with the subscribers you’ve fought so hard to win, and they’ve already invited you to the party. Start delighting them now, or they’ll invite in someone who will.

As founder and CEO of Mobile Posse, Jon Jackson provides the vision and leadership behind his company’s mission to create a revolutionary and trusted mobile channel through the active idle screen.

22 Jun

Mobile Posse Software Development Kit 2.0 Released

The proven messaging engine behind Mobile Posse’s MobiTiles application has been released as a standalone SDK

In effect, the Mobile Posse Software Development Kit is a “headless” module that gathers data on individual customers, manages content targeting, and then delivers home screen banners and notifications to the user. Developers can define custom events and specify which information they want to gather on their users, allowing them to drive usage of their application, cross-sell other applications, and expand their relationship with the user beyond the inside of the application.

15 Jun

Mobile Posse: MobiTiles 5.3 Released!

The latest version of MobiTiles has been released in the Google Play store, and is set to start being preloaded onto phones soon.

MobiTiles is a customizable news reader, with feeds from providers such as MSNBC, Yahoo, Associated Press, and Engadget. Users can opt in to receive notifications about topics they care about and have news alerts delivered to their homescreen.

MobiTiles includes the Mobile Posse Software Development Kit, powering its message delivery system and tracking information on customer data and preferences. Rich HTML banners and messages can be pushed to MobiTiles customers via the SDK.

04 Jun

Mobile Posse: Home screen pushing app use

Original Article on Biz Report

The main page of a consumers’ mobile device may be more important than many marketers originally thought. New data out from Mobile Posse and Arbitron Mobile finds that the home messaging screen is driving app usage.

By Kristina Knight

The study followed consumers who had installed Mobile Posse’s Home Messaging tool; the tool allows advertisers and brands to deliver highly targeted, custom messages to consumers direct on their home screen – without additional taps, clicks or swipes. Messages are based on device and account types as well as customer lifecycle; messages are delivered in real time based on operating system, MMS or SMS or within an application.

Arbitron’s research shows:

  • Mobile Posse reached more users both weekly and monthly than Facebook, Gmail and Yahoo Mail
  • Mobile Posse increased user sessions, on average 88 minutes/month
  • Facebook drove 74 minutes/month, Gmail drove 44 minutes/month
  • Only Facebook drove more average minutes of use per month and per device (215 minutes vs. 152 minutes)

“These findings validate what we’ve known all along,” said Jon Jackson, CEO at Mobile Posse. “The home screen is where consumers spend their time and begin their experience with their mobile. Our industry-leading rich media home screen messages engage consumers at the time when they are most able to interact. The ability to put a message on the mobile screen in a non-intrusive way, when the consumer is most willing and able to process, is fairly complex. It is very different from simply sending a message, and very different than merely filling a box within an app or mobile web site.”

The study was uncommissioned; Arbitron Mobile researchers studied more than 3,000 mobile consumers.

31 May

Android Users Spend More Time in Homescreen Than FB, Gmail or Google Apps

Original Article from Media Bistro

Where are consumers spending most of their time on their phones? While Facebook, Gmail and Google Search top the list, according to new research from Mobile Posse, consumers spend the most time on their phones checking their homescreen.

Arbitron Mobile conducted the research on behalf of Mobile Posse over a three month period. They installed the “Arbitron Mobile Meter” onto the devices of 3,000 consumers using different Android phones made by Samsung, LG, ZTE and Huawei to monitor the users’ voice, data and app usage. They found that a pre-installed homescreen app generated an average user session of 88 minutes per month, compared to 74 minutes for Facebook and 44 minutes for Gmail.

So what does this mean for content creators? Well the homescreen is pretty useful property and could be the best place to run ads or even as a place to create fun content for.

31 May

New Research Study Reveals Mobile Posse’s Home Screen Messaging Drives App Usage Greater Than Facebook, Gmail, Instagram, YouTube and Yahoo! Mail

Original Article from Market Wire

McLean, VA – Marketwired – May 31, 2013) – Mobile Posse, the industry leader in mobile home screen messaging, shared the results of a study conducted by Arbitron Mobile that took place over the course of several months. The results of the third-party study clearly show that Mobile Posse’s home screen messaging platform is #1 in the ability to drive consumer engagement with mobile apps. The study’s findings are particularly relevant as Facebook recently unveiled its first play in the home screen messaging arena. The study also quantifies the impact of home screen messaging for app developers, carriers and handset manufacturers.

Exhibit 1: Usage of Different Apps on Phones Where Mobile Posse’s App is Installed

Session and minutes of use metrics are averages across all phones, including any users having no usage in the month

APP # OF SESSIONS/MONTH MONTHLY REACH MINUTES PER MONTH
Mobile Posse 88.1 95.3% 152.1
Facebook 73. 50.6% 215.4
Gmail 44.2 85.6% 39.6
Google Search 42.3 93.2% 16.8
Go SMS Pro 17.4 4.5% 20.3
Facebook Messenger 11.8 36.9% 16.1
Yahoo! Mail 10.6 12.5% 11.6
Chrome 7.8 12.7% 24.1
YouTube 7.6 67.6% 79.3
Instagram 7.4 16.8% 31.5
13 May

Mobile Posse: Home screen’s value being recognized

Original Article from RCR Wireless

Home screen engagement company Mobile Posse is touting the results of a three-month Arbitron study on consumer use of the home screen on mobile devices, in the face of a market that has seen some major recent moves from brands trying to claim that real estate and customer engagement for themselves.

The home screen, according to Greg Wester, head of research for Mobile Posse, is “beach front real estate” because of how often mobile users check it. The company cites a series of stats on how often consumers check their home screens: Nokia found that the average person checks his or her phone every six minutes; a Mobile Mindset study found that 60% of consumers check their phones at least once an hour. Nielsen reported that 26% of time spent on mobile phones involves interacting with the OS’ home screen, while LumiMobile found that users check their home screens – and only the homescreen – between 30 to 70 times per day.

“People are spending more time on their mobile than anything else,” said Wester. The home screen, he added, “is where consumers spend most of their time on the device that they’re spending most of their time on.”

Wester said that the results came from a study for which Mobile Posse was contacted by Arbitron, for permission to use its preinstalled software to recruit consumers who were willing to give information on how they used their phones and their level of engagement with various applications. Mobile Posse’s app is white-labeled for carriers to re-brand and usually pre-installed on devices by OEMs for carriers; it can be used for alerts such as news, gas prices, or customer service messages from wireless operators. Consumers configure which information they want to receive. The company, which has partnerships with major brands such as Yahoo!, The Weather Channel and the Associated Press, said its software is used by 20 million customers across seven carriers and that it generates about 2 billion messages to consumers per month.

Aribitron’s study involved a three-month tracking period through March 2013 of about 3,000 consumers using Mobile Posse’s MobiTiles on a dozen Android OS models made by multiple OEMs: Samsung, LG, ZTE and Huwei. Abitron found that for those consumers, their engagement with Mobile Posse’s messages far outweighed even Facebook, Google, Gmail and YouTube by most measures. For example, more than 95% of those with MobiTiles installed interacted with the app every month – compared with only about 50% of participants using the Facebook app on their mobile device each month. MobiTiles even slightly outperformed the popular Google search app, which had more than 93% reach each month among users who had the app on their devices. Android Market and Gmail tied for the third-highest reach, with 85.6% of users with access to the app interacting with them monthly.

MobiTiles also had impressive stats on how often users accessed it – about 23 days out of the month, versus the second-place app, Facebook, being accessed more than 19 days each month. Users checked Yahoo! mail on their phones at the third most frequent rate, about 17 days each month.

Facebook still won out on face-time, however. Even though only 50% of users with the app accessed it each month, that still translated to more than 425 minutes per month where those users were engaged with the application. Users spent about 190 minutes per month on the Chrome browser, 187 minutes on Instagram, and MobiTiles clocked in fourth at almost 160 minutes per month – still impressive, Wester said, considering the brands with which it is competing. YouTube engagement came in at 117 minutes per month, according to the Arbitron figures.

Wester called the results a pleasant surprise on MobiTiles’ performance – but not a surprise, he said, that various players in the mobile ecosystem are starting to recognize the value of the home screen and capitalize on it. Microsoft has made its Life Tiles play in the space, and HTC has introduced Blinkfeed in an attempt to make home screens more interactive and rich, appealing to consumers’ desires to get the information they want from their mobile devices faster and easier while also laying claim to the screen real estate. Facebook introduced its Facebook Home in April to put its application, and social media updates, front and center on users’ mobile devices.

“There have been very few others talking about [the home screen] until this quarter,” Wester said. The takeaway from the research, he said, is not just that MobiTiles did so well – but that “when you allow someone to get content that they like and control it – so it’s present only when it’s not going to be intrusive, you get tremendous usage.”

Jon Jackson, CEO of Mobile Posse, noted that the non-intrusive element, rather than traditional SMS messaging or other attempts to engage consumers, is key.

“The ability to put a message on the mobile screen in a non-intrusive way, where the consumer is most willing and able to process, is fairly complex. It is very different from simply sending a message, and very different than merely filling a box within an app or mobile web site,” Jackson said. “The battle for the home screen is a critical one for everyone from the wireless carriers, OEMs and advertisers.”

And if carriers don’t act quickly to keep control of that home screen by providing content, Wester said, OTT players and OEMs will certainly take advantage and accustom consumers to using their UI – and reaping the benefits from advertisers and content publishers.

He added, “You as a carrier have spent hundreds of millions or billions on infrastructure, you’ve spent hundreds of millions on device subsidies, you’ve spent hundreds of millions of dollars on building out and buying from the FCC licenses for spectrum, and at the end of the day, Google is going to control how you communicate with your customer? Or Apple is going to control how you communicate with your customer? In what world does that make sense?”

© 2015 Mobile Posse. All rights reserved.

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