Whole Foods Market is launching an iPad/iPhone/iPod touch app designed to help people live healthier lifestyles. The retailer's "Mission App," available for free download on iTunes, offers 70 challenges/missions that involve users engaging in a series of steps to earn "badges and bragging rights." Badges are earned for exploring a range of "delicious, nutrient-dense foods" that can contribute to a healthier diet. Each user first creates a profile in order to track earned badges. Badges fall into areas such as organic foods ("Organic Avenger" badge) and locally sourced foods ("Local Yokel" badge). App users also have access to a database of more than 300 "simple, every-day" tips on cooking, nutrition, green living, food storage and other healthy-living topics, and can share their own favorite tips via Facebook, Twitter and email. The new app also provides a Whole Foods store locator. "Our shoppers often come to us for advice on how to take charge of their health," says Chad Sarno, the retailer's global "Health Starts Here" culinary educator. The Missions app will help mobile device users to incorporate healthy foods, exercise and other simple healthy living steps in their daily lives, he says. Whole Foods already offers a "Market Recipes" app, which was launched in June.
Moving into more immediate TV viewing for new mobile devices, Verizon's FiOS is working on a live TV streaming app for Apple's iPad and other tablet PCs. Recently, proponents of "TV Everywhere," such as Comcast, Time Warner and DirecTV also said they are working on a similar app. TV Everywhere allows existing cable, satellite or telco consumers the ability to access content on other devices. The new app allows Verizon's FiOS TV subscribers to stream live TV from their home TV service onto an iPad over a home Wi-Fi connection. Eventually, Verizon officials say the app will allow access to live TV programming in other locations, provided they are FiOS subscribers and can authenticate their service with a user name and a password. Right now, Verizon will use the set-top box software as the engine to shift programming to other home screens. Verizon say the new application will most likely be available in 2011. There is an outside possibility of offering it by the end of this year. Verizon executives liken iPad to traditional TV viewing. Unlike laptops which can have a start up time of several minutes, the iPad starts up instantly. Verizon's FiOS now has 3.8 million Internet customers and 3.2 million Fios TV users. Verizon FiOS has passed through homes representing around 18 million homes. In addition to Comcast, Time Warner, and Verizon, DirecTV also plan to start a tablet PC app for its existing TV customers this fall for NFL games through its Sunday Ticket NFL package of programming. Standing in the way of some of these deals are content providers. To date, no offering covers the entire array of TV content. Additional rights for Comcast, Time Warner, Verizon or DirecTV need to be acquired to to put programs on new mobile devices, such as the iPad. Media companies have moved cautiously and conservatively most times in this area.
Starting in September, Apple will focus its mobile advertising efforts entirely on the iAd, which runs ads in applications on the iPhone and iPod. As a result of that decision, the company is shutting down the Quattro Wireless mobile ad network it acquired in January for $275 million. In a statement posted on the former Quattro home page, Apple said it will no longer accept new campaigns for the ad network and will wind down existing campaigns across different devices and platforms. "As of September 30, we will support ads exclusively for the iAd Network," read the notice. That Apple has eschewed running a horizontal ad network to concentrate solely on ramping up the iAd platform launched in April isn't terribly surprising. With the company's high ambitions for the new interactive format and commanding position in mobile apps, it's become clear Apple is betting everything on the iAd to succeed in mobile advertising. And after enticing a roster of blue-chip brands to sign on as charter iAd advertisers at least $1 apiece, Apple likely needs to turn all its Quattro resources toward preparing and running campaigns for its new batch of clients. A recent Wall Street Journal report indicated that the service has been hampered by campaign delays, with at least one announced partner, Chanel, shelving its iAd effort. "I think it all comes down to resources," said Phuc Truong, who leads mobile marketing efforts in the U.S. for Mobext, the mobile marketing arm of Havas Digital. "Given the focus they've chosen, Apple must have a very rosy view of where demand for the iAd is going." He added that Mobext's planned iAd campaign on behalf of Sears is on track but has a longer lead time than some others. Besides any woes Apple is experiencing with the iAd rollout, competing mobile ad networks also stand to benefit directly from the demise of Quattro. Prior to its acquisition, the company had a 7% share of the U.S. mobile ad business with $21 million in revenue, according to one estimate from technology research firm IDC. Other ad networks could now pick up some of that business. "This will create new opportunities for other ad networks, especially for inventory Apple represented on Android devices," said Boris Fridman, CEO of mobile ad technology provider Crisp Wireless. He suggested mobile publishers have already been looking to switch to other mobile ad networks because of a loss of confidence in Quattro as a cross-platform ad network. Truong agreed competing ad networks like Google's AdMob or Millennial Media could gain from Quattro being shuttered. "The fact that a pretty big player is now out of that game, gives them more share," he said. "There's one less competitor out there."
Starting in September, Apple will focus its mobile advertising efforts entirely on the iAd, which runs ads in applications on the iPhone and iPod. As a result, the company is shutting down the Quattro Wireless mobile ad network it acquired in January for $275 million. In a statement posted on the former Quattro home page, Apple said it will no longer accept new campaigns for the ad network and will wind down existing campaigns across different devices and platforms. "As of September 30, we will support ads exclusively for the iAd Network," read the notice. That Apple has eschewed running a horizontal ad network to concentrate solely on ramping up the iAd platform launched in April isn't surprising. With the company's high ambitions for the new interactive format and commanding position in mobile apps, Apple is betting everything on the iAd to succeed in mobile advertising. And after enticing a roster of blue-chip brands to sign on as charter iAd advertisers at least $1 apiece, Apple likely needs to turn all its Quattro resources toward preparing and running campaigns for its new batch of clients. A recent Wall Street Journal report indicated that the service has been hampered by campaign delays, with at least one announced partner, Chanel, shelving its iAd effort. "I think it all comes down to resources," said Phuc Truong, who leads mobile marketing efforts in the U.S. for Mobext, the mobile marketing arm of Havas Digital. "Given the focus they've chosen, Apple must have a very rosy view of where demand for the iAd is going." He added that Mobext's planned iAd campaign on behalf of Sears is on track but has a longer lead time than some others. Besides any woes Apple is experiencing with the iAd rollout, competing mobile ad networks also stand to benefit directly from the demise of Quattro. Prior to its acquisition, the company had a 7% share of the U.S. mobile ad business with $21 million in revenue, according to one estimate from technology research firm IDC. Other ad networks could now pick up some of that business. "This will create new opportunities for other ad networks, especially for inventory Apple represented on Android devices," said Boris Fridman, CEO of mobile ad technology provider Crisp Wireless. He suggested mobile publishers have already been looking to switch to other mobile ad networks because of a loss of confidence in Quattro as a cross-platform ad network.
Casual games continue to drive game play on mobile devices, making the need for faster broadband connections critical. Sixty four million people will play games on a mobile device at least once monthly this year, excluding preinstalled games, a number research firm eMarketer expects to near 94.9 million by 2014. As more consumers reach for portable devices to play video games, eMarketer estimates ad supported games will account for 6.5% of revenue this year, rising to 12.3% in 2014. Overall, revenue from games will rise as more consumers open their wallets to play. In fact, mobile gaming revenue should reach $1.5 billion by 2014, up from nearly $850 million this year, but as it stands today, paid downloads will generate the majority, estimates eMarketer. While many think of Google Android as the operating system on which to build and play casual games, Apple mobile devices continue to become more popular with teens and tweens. Nintendo dominates the handheld video game space for casual games, but a M2 Research report released Wednesday finds more girls turn toward Apple for mobile games. In fact, the study finds 44% of girls ages 8 to 11 and 58% of girls 12 to 15 use an Apple mobile device to play video games. Cloud computing could prove invaluable as video game play on mobile devices matures, but the need for speed to connect online will require better connectivity. Parks Associates believes wireless connectivity will become a necessity for devices such as e-readers, iPads, and portable game players. The research firm estimates 55% of the more than 100 million mobile Internet devices sold worldwide in 2014 will contain embedded mobile 3G or faster connectivity on mobile handsets. Faster broadband connectivity and processing speeds on handsets and other mobile devices also should make it easier for consumers to access multiplayer games in the cloud.
As some of you know, or have read, I have three-year-old identical twin boys and a five year-old daughter. And as you can imagine, bedtime around our house can be, ummm... chaotic. So to avoid the imminent cries of, "Mama, Bubba bit me," from the twins' room, I patiently sit in their room, night after night, in the dark, and wait for them to go to sleep. For entertainment, after we've read books and they are banished to their beds for quiet time, I turn to my BlackBerry (OK, it's not *as* entertaining as an iPhone, but I love my BlackBerry nonetheless). Sometimes I will catch up on Facebook, thumb through what happened on Twitter that day or read my email. On this particular night, I decided I would see what back-to-school and summer-end sales found their way to any one of my three email addresses. That's when it all came apart. I had gotten an email from a toy store I frequent (I have three young kids, remember -- and a husband), and there, at the top of my message, it said "view on handheld device." And so I did, as I have so many times before with so many different brands. But this time was different. I went to a watered-down HTML page (no, that's not what's different), clicked on a link that I was interested in and it didn't work (that's not what's different either), went back to see if any of the links worked (they didn't), then I closed the browser, deleted the message from my hand-held and my inbox and moved on. Here's what was different. Over the course of the next few days, as I sat at my desk, I noticed something annoying, I was now receiving all of my email from this brand in an HTML-light format all of a sudden. Arghhh! I've been banished to the netherlands of what is equivalent to a gloried Text message indefinitely! All because I clicked a stinkin' view-on-handheld link that then served up links I couldn't even click! So now I've gone and done it... I unsubscribed. It could have all been avoided if you, Mr(s). brand, sent me a simple, triggered message, asking if I wanted to relocate my email subscription to the netherlands. But instead, I'm off to subscribe to another toy store's email. Let's see if it's any different this time around.
The Hispanic population represents huge opportunity for brands to connect with one of the fastest-growing segments of the U.S. population. To some, mobile is unpredictable, new. There's still an element of hesitation for many brands -- a hesitation that we in the mobile marketing space don't understand. But if anything, mobile is more targeted, personal and ROI-driven than other media where most multicultural dollars are being spent, like TV and radio. Recognizing that many Hispanics don't typically respond to traditional mainstream media, the U.S. Census, itself, is one of the heaviest mobile marketers in the U.S. this year. And, we have created successful mobile marketing campaigns for mega-media conglomerates, international communications services as well as a telecommunications giant. Hipcricket's Hispanic Mobile Marketing Network has run campaigns for brands via mobile, including HBO, Rite Aid, Coors Light, Harley-Davidson, Arby's, Powerade and Cheetos. Jeff Hasen describes how HBO Pay-Per-View used Hipcricket to drive awareness and purchases of the Mayweather-Marquez fight, and to generate opt-ins for its mobile VIP club: "Consumers were asked to text 'PELEA' ('FIGHT') to a shortcode for a chance to win a signed boxing glove, and received an SMS message back inviting them to join the VIP club. An impressive 12.9% clicked through, and of them, nearly 70% opted into the club, giving HBO a valuable database for re-marketing purposes." This sort of mobile marketing is exemplary of creative targeting with tangible results. James Briggs of Briabe Media stresses the importance of recognizing diversity within the Hispanic demographic: "All segments of the Hispanic mobile population are not engaging in the same ways on their mobile phones, nor do they all appreciate the exact same mobile tools or programs. If you want to reach a broad swath of the Hispanic population with a mobile campaign, make sure that you provide a variety of ways for consumers to engage to be a part of the campaign." Here are some suggestions based on our experience with the Hispanic segment to help build a successful Hispanic mobile marketing campaign:
Because of its TV roots and obvious ties to broadcast and cable advertisers, Hulu seems to be everyone's favorite professional-grade digital video service to watch. But while Hulu captured much of the press attention, the Vevo portal of music video may actually be the online video success story of the year. Vevo is the joint venture of Universal Music Group, Sony Music Entertainment and the Abu Dhabi Media Company that aims to be the hub and syndication engine for music video from the major labels. This year it has become a major force in online music video consumption, quickly climbing the comScore charts. In July the site served 43.9 million uniques and hosted 202 million video sessions. In raw audience, comScore now measures Vevo well ahead of Hulu. All of this is important to mobile because Vevo released a kick-ass app on iPhone yesterday, and I wouldn't be surprised if it enjoys the same meteoric rise on this platform it saw on the Web. From the elegant fade-in of a main screen of rotating featured videos onward, this is one polished piece of work that focuses exclusively on its singular resource, music video. No celeb news. No label puffery and concert dates. There is no clutter here -- just a pure video experience. The main video page gives us tabs for the top tracks, premieres and newest entries. The pre-fab playlists give you staff picks and specialized groups like all the music videos that Russell Brand or the cast of "Jersey Shore" recently introduced for Vevo. In a nice touch, the app tracks your location and can tell you what is popular among other users in your area. Finally, the playlist creation tool lets you tap a plus icon near any item to compile a list for later. The only glaring omission here is synchronization with a user's Web experience. Being able to triage mobile videos on your phone for watching on the PC would be a natural next step, I would think. Vevo Mobile, as they are calling it, gives the user access to all 20,000 videos from the Web site. So finally I can sit back some evening to watch all the Lady Gaga videos that everyone in the world seems to have seen except me -- plus a fair number of extra videos, back scene sessions, alternate versions, etc. According to the Vevo blog entry, I am also supposed to get music trivia before each video. These are in the form of "Did You Know" blurbs. But the video loads so fast it challenges the speed reader to track. And of course every video has a link directly into the iTunes store for direct purchase. And speaking of performance, the app is optimized for the iPhone 4 screen, which makes the videos look downright delectable. The engine clearly is designed to keep you watching. Popping out of any video gives you the share and buy options as well as a rich, tabbed scroll of recommendations and comments from users. Perhaps the most impressive part of the Vevo app, and a lesson to others, is its total video-centricity. Other than a comments sections, there is no text, no news, nothing but video. A special new feature from Vevo has music stars answer questions submitted over Facebook and Twitter feeds. But here again, the questions and answers are in the form of a video. The entire experience is audio/visual -- a portal that actually crafts an interface and experience around its core content and the experience people are coming for. And it gives me an opportunity to get back into the loop. I hear this Lady Gaga is a big deal with the young people.