The iPhone 6 Plus and the general jumbo-ification of mobile phones is just one more blatant symbol of the increased importance of these devices in our lives. Just like a well-equipped SUV, a phone like this seems to appeal to our sense of never having left home at all.
For the past three years, marketers have been introduced to the advantages of highly targeted mobile offers. But that will be nothing compared to what is coming. Apple Pay brings mobile convenience to the point of purchase, which is an enormous game-changer in the retail world. Its widespread use will allow retailers and brands to push offers the minute customers are checking out and redeem them digitally onsite, making offers highly trackable, immediate, and relevant.
The next great challenge for interface designers is the connected car audio system. Plagued with a limited interface and an overly ambitious agenda of features, these things feel like early-issue digital cameras or programmable calculators circa 1983.
I can't say that the Cook and co. really sold me on the credit card obsolescence, for a phone the size of my thigh or a less ugly smartwatch. But they did convince me the company is thinking harder about how distant this new world will be from the mass-mediated century that preceded it.
There seem to be two distinct types of user technologies in the marketplace right now. Uber only knows stuff about me when I need it. Beaconized platforms have far greater potential, but are harder to build. Beacons know more about me than I do, within the context of my location and circumstance. The barriers with Beaconization are higher -- and in the end, people can simply choose to shut out the noise if it gets too loud.
While it's easy to write off fraud as a rare occurrence and simply focus on accuracy when selling to media buyers, mobile ad providers that do so are at a disadvantage. When examining mobile ad inventory, two questions need to be answered: Are the requests authentic? If so, is the location of the request accurate? Although the question of accuracy relies on the existence or absence of fraud, accuracy of location data is often determined apart from the filtration of fraud. This is problematic when you consider that roughly 16% of requests are fraudulent. And that's just the beginning.
The pre-launch Apple rumor mill worked overtime this Labor Day weekend pumping out stories about the iPhone maker's impending entry into mobile wallets and m-payments. Let's hope they make a more persuasive case than years of m-payment slapstick that have preceded them.