Archive for the ‘Mobile Applications’ Category
Guardian mobile site drives mores unique browsers & traffic than apps & tablets combined but where is the engagement?Posted: May 17, 2012 in Digital Marketing, Industry News, Information communications technology, Internet, Media & Entertainment, Mobile Applications, Mobile Industry News, Mobile Internet, Mobile Platforms, Mobile Technology, Online, Publishing, Publishing Industry, Tablets, Technology, Uncategorized, User Experience & Usability
Tags: Android, App store, App Store (iOS), Guardian, Handhelds, iOS, iphone, iTunes, Mobile, Mobile phone, mobile statistics, mobile web, Page view, Smartphone, Statistics, The Guardian
It has been some time since I first remember trying to sign The Guardian to the YOC media network, sometime in 2009. From memory at the time, 4th Screen were selling around 1 million page views per month. I have posted below the latest figures from their site**, that figure now stands at 6.2 million and generates more unique browsers and monthly page views than their iOS, Android and iOS tablet apps combined. These figures are somewhat surprising but not because their mobile internet has the biggest pull, rather that their mobile traffic has only 6 fold in 4 or so years and all their mobile channels are not generating significant page impressions.
I have always been an advocate for mobile internet and I do get and understand that having an app strategy for print and digital publishers makes perfect sense. After all, I have personally been involved in building so many for clients as such, why wouldn’t I think this. My bigger question is why is their mobile internet site and apps not generating higher levels of uniques or monthly page impressions? We know they have an award winning app and their paid for model seemed to work and made them a small profit after development costs.
But… why is their mobile internet site generating far less monthly page impressions in ratio to their applications? And… are their applications generating enough impressions in ratio to the unique users?
Generating 6.2 million page impressions from 2.5 million unique browsers can be averaged out that for every one customer visiting the site once a month is only generating 2.5 page impressions per visit. I am guessing that their customers are visiting more than once a month which would mean they are generating even less impressions per visit (just divide the impression number by the number of visits). As you can see from these states it becomes somewhat disappointing and raises some concern. Maybe I am interpreting unique browsers wrongly as unique users, but it sounds like the same thing to me.
The iphone app is a little better…
Again applying the same principle generating 1 million page impressions from 34,000 uniques can be averaged out that for every 1 customer using the app once a month is generating about 30 impressions per visit. Like their mobile internet users the reality is they are visiting more than once a month and therefore the impressions they generate per visit are even less.
Lets look at the rest, again applying the same methodology…
45,113 monthly uniques generating 3.45 million page impressions equates to 1 customer visiting once a month generating 75 page impressions per visit.
11,000 monthly uniques are generating 1.2 million page impressions equates to 1 customer visiting once a month generating 110 page impressions per visit.
What does this all mean?
In summary, it shows that their Android app is generating a much richer experience than their other channels. Or maybe Android users are just more engaged than iOS users. We have to be careful here as their mobile internet site will have traffic from all devices but overall the statistics suggest that most of their mobile site users are less engaged than their app users.
In my experience, working with print and digital publishers it is typical for a user to generate up to 10 impressions per visit but at an absolute minimum of visiting the site or apps 2 to 3 times a week. This would mean you would have to divide those impressions (generated by the users) by approximately 12. In doing that, the numbers would suggest that only their Android app and iPad app are delivering a rich experience where the user is most engaged generating 9 to 6 impressions per visit respectively. The others fall well short of this and their mobile internet site alarmingly so.
2.5 million monthly unique browsers
6.2 million monthly page views
Users are accessing a broad range of content through m.guardian with the top five most visited sections being world news, football, sport, technology and Comment is free. Comment is free alone delivers over 250,000 page views per month – an indication that users are valuable opinion leaders.
An award winning iPhone app featuring video, live blogs and more that is available free to users in the US.
34,000 monthly unique browsers
1 million monthly page views
With steady growth in unique browsers of almost 50% over the last four months, the iPhone app is another strong performer in GNM’s mobile portfolio. What’s more, the proportion of heavy users is high at just over 50%. That, combined with a strong frequency metric for user behaviour, indicates a very loyal and engaged audience.
In addition to the regular news content, users have a strong preference for football, sport and business content.
We launched our critically acclaimed iPad app in October 2011 and since then it has been downloaded more than 500,000 times (globally). With a clean, modern design and easy navigation the Guardian iPad app is immensely readable.
45,113 monthly unique browsers
3.45 million monthly page views
Free to download and available from the Android market worldwide it contains the latest news, sport, comment, reviews, videos, podcasts and picture galleries from the Guardian website.
11,000 monthly unique browsers
1.2 million monthly page views
The app delivers a globally minded audience of opinion leaders and the most popular sections include football, Comment is free and world news.
Furthermore, over one in three are heavy users and this has steadily increased over the last few months – an indication that user loyalty and engagement is growing.
SOURCE**: Guardian (http://www.guardian.co.uk/advertising/mobile?newsfeed=true)
Tags: Android, Crittercism, Google, Google Ventures, iOS, Orange Ventures, Rich Miner, VentureBeat
Google Ventures’ partner Rich Miner made the announcement during VentureBeat’s fourth annual MobileBeat conference. (We have a separate story withmore details on the Astrid investment.) We’ll be posting more on those companies throughout the day.
After the announcement, Miner answered the question on everyone’s mind: Where’s the Android fund? Kleiner Perkins has its Apple-focused iFund, but neither Google nor venture firms have anything similar for Android startups.
“I think the time has gone by,” said Miner. “It’s now all about mobile.”
The proof is in the pudding, er, funding: Astrid and Crittercism are both mobile companies.
Miner has a front seat to watch mobile phone market growth. He became a partner of Google Ventures after Android, the mobile platforms company he co-founded, was acquired six years ago. He has over 25 years of experience growing businesses with innovative communications and interface-intensive applications. During his early years at Google, he helped lead the development of the Android platform and ecosystem. Prior to Android, Rich was a Vice President at Orange, where he led R&D activities in North America and was an original principal at Orange Ventures when it was founded.
Miner recalled his early days at Google six years ago, when Android was “treated as a separate startup.” The company was self-funded when Google picked it up.
“It was Larry [Page, Google co-founder] who latched on first. He was our champion. He shared our strategic view,” said Miner. He says he was impressed that Page, his co-founder Sergey Brin and then-CEO-now-chairman Eric Schmidt understood the mobile industry. It was important for Android to have support and flexibility right from the start, and those ingredients are necessary today.
“There were skeptics about Android all the way through last year,” said Miner. “There has been a tipping point.”
That tipping point happened in the last six months, he explains. As a VC, Miner’s goal has always been to make money, and Apple’s App Store makes money. Up until last year he was recommending companies focus on iOS. Now, he says, Android is “on a rocket ship.”
Another hot topic: Where is Google going with Chrome?
Miner believes the line between Android and Chrome has been drawn: Android is for mobile, while Chrome is for desktop and laptop environments. The theme is that Google understands the open platform. Miner also believes native apps and HTML 5 both have their place. Android, however, supports both for the times you want or need to go offline.
Tags: American Eagle Outfitters, Android, Blackberry, Eric Schmidt, Google, Harvard Business Review, iphone, National Football Conference
Posted By ] Maggie Shiels Technology reporter, BBC News, Silicon Valley
Google is set to introduce a mobile payments platform that will turn its Android smartphones into a digital wallet.
At an event in New York on Thursday, the tech giant is expected to show off the technology called near field communication or NFC.
The technology allows devices to ‘talk’ to one another wirelessly.
Consumers wave their phones in front of a reader at a checkout to pay for a purchase or to receive special offers.
The Wall Street Journal has reported that the programme will initially be launched in New York and San Francisco before being extended more widely across the US.
Retailers who are said to be taking part include deparment store Macy’s, American Eagle Outfitters and Subway fast-food chain.
While Google has made no comment on the reports, it has sent out invites to the press asking them to attend an event at its New York offices where it will show off its “latest innovations”.
Mobile network operator Sprint is also expected to take part.
“Phones, as we know, are used as banks in many poorer parts of the world—and modern technology means that their use as financial tools can go much further than that,” said Mr Schmidt.
Research firm Forrester has said it expects 40-50 million NFC equipped phones to be sold in 2011.
Apple is reportedly planning to include the technology in its upcoming iPhone 5 which is expected to be unveiled at its developer conference next month.
Samsung and Visa have said they will facilitate mobile payments via NFC on smartphones during the summer Olympics in London next year.
“Google’s Nexus S device that it recently announced is the first Android powered device supporting NFC and we expect NFC is going to increasingly become a default feature of every smartphone that is sold over the next couple of years,” Charles Govlin, principal analysts at Forrester told BBC News.
Market researcher Gartner said with the total value of mobile transactions reaching $245 billion in 2014, demand for mobile wallet services will be huge.
But not everyone is convinced that contactless payments using a phone will replace cash.
“In my view, while I think it is clear that potentially these phone-based transactions will be widespread, it will happen slowly. One reason being that consumer behaviour changes very slowly,” said Mr Govlin.
“The big beneficiary here will be Google, a company that is all about information. The metadata involved in such transactions could allow Google to serve ads and make you a more valuable target for advertisers,” he added.
Last week the first NFC service was announced in the United Kingdom involving Orange and Barclaycard.
Mobile wallet services have been available in Japan for a number of years.
Watch: Rory Cellan-Jones demonstrates how it can work, http://www.bbc.co.uk/news/technology-13540466
Tags: App store, Cash register, ipad, iphone, Jack Dorsey, Point of sale, San Francisco, Square
Posted By ] Thomas Claburn
Square Register is an iPad app–available for download today–that facilitates retail checkout, sales tracking, and customer communication. Square Register allows merchants to use an iPad instead of a cash register or credit card terminal.
“We think that this obsoletes credit terminals and cash registers,” said Square CEO Jack Dorsey at the press event. “Those are a thing of the past.”
A consumer-oriented app for both iPhone and Android users called Card Case complements the Square Register merchant app. Card Case stores virtual merchant-branded information cards thatenable and promote local commerce. Think of Card Case as a virtual wallet populated with virtual credit cards, each associated with a particular vendor.
Dorsey likens these information cards to opening a tab at bar: They provide an easy way to return to the seller and charge another item. In essence, these cards combine loyalty cards with a local commerce angle.
For merchants, Dorsey’s value proposition goes beyond reducing the friction of commerce. The Square system provides immediate access to useful business metrics.
“It gives you data,” said Dorsey. “Every single merchant that uses the Square Register has Google-style analytics for everything they do. They can easily answer the question, ‘How many cappuccinos did I sell today?’”
The cost to merchants is a 2.75% transaction fee for swiped credit cards or 3.5% + 15 for credit card numbers entered manually.
Square Register and Card Case include: access to a location-based Directory, which provides merchants with a way to publish information about their business that Card Case users can discover; a Menu feature, for publishing menus, items, and specials to customers; and Tabs, a one-click payment mechanism.
IDC analyst Aaron McPherson expressed skepticism that Square’s system will be widely adopted because it requires both the merchant and consumer to have the right software installed. “It’s a closed system where both the merchant and consumer have to get involved,” he said. “But to the extent this can work purely in software using the mobile network as a communication channel, Square has an advantage.”
McPherson said he hoped Square would work to integrate its system with a PC-based point-of-sale system. “The iPad as a tablet is very hard to secure,” he said. “People might just rip them off counters.”
Square was founded in 2009 by Jack Dorsey, one of three co-founders of Twitter, and Jim McKelvey. The company launched its free, portable credit card reader for the iPhone and Android phones in early 2010. To date, the company says it has delivered 500,000 of credit card readers, resulting in over a million transactions in May. Based on current usage, the company projects $1 billion in annualized gross payment volume.
Businesses that wish to participate in Card Case can apply online; there are presently 50 authorized Square merchants in Los Angeles, New York, St. Louis, San Francisco, and Washington, DC where consumers can have their Card Case accounts activated. An Android version of Card Case is expected to be available shortly.
Tags: Android, iphone, McDonalds, Mobile Computing, Mobile Marketer, Mobile phone, mobile web, shoes.com, Website
My Comments on the below:
I am a bit late finding this article but there you go. I find the stats really interesting. Despite the fact they offer shoes for all, I am guessing here that their main user base is made up of Women. I can instantly relate to their experience. If I look at my partner who since purchasing her an android phone (6 months ago), who by the way is a kind of techno-phoebe, has moved from a 0 to a 10 user of the mobile internet (0 being not at all and 10 being everyday more than once). However, despite this amazing change of her use of phones not once has she been bothered by apps. This is not because she is not aware or has not tried them but she is used to searching for content when she wants. She finds it easy. She already knows which sites she has interest in and what sites she would buy clothes/shoes and whatever other flavour. It is interesting as her peers also share the same thought process, yet their male counterparts and very engrossed into both mobile internet & apps. In fact the more I think about it especially apps that help them not have to think for themselves or games of course! Anyhow, before I digress, this supports the experience shoes.com has described. As women, being the main demographic (again this is an assumption) of shoes.com, they are comfortable and familiar with SEARCH (and aren’t we all, no matter our gender) hence making more purchases via the mobile site than apps. Therefore, as long as the e-commerce site is mobile optimised and the URL re-directs are in place then their customers will happily discover and purchase via the mobile internet site (as we in the industry call m-commerce, a transaction made via the mobile device).
In the early adoption days of mobile internet we saw that many publisher, media owners and e-commerce sites were receiving anywhere up to 5% of their users online coming from a mobile device. Whilst with one hand this was positive news, with the other it was bad. As the sites that were not optimised for mobile you can start to work out the potential loss of revenues and/or damage to the brand/media owner by delivering a poor user experience and/or no real payment flow. Traditional publishers and media owners quickly woke up when they saw these stats. However, the retail industry was very slow to react. It wasn’t until Steve Jobs created the iPhone and apps that they retail sector started to take the space semi-seriously. It is great to see now how retailers or e-commerce sites are starting to understand and experience this space better and as the article suggests ‘not just jumping on the app-bandwagon’.
Posted By ] Rimma Kats
SAN FRANCISCO – A Brown Shoes Co. exec at the Mobile Shopping Summit said that 85 percent of mobile purchases come from the shoes.com mobile site and not its applications, proving that retailers should focus on having a Web presence before jumping on the app bandwagon.
Panelists during the “Mobile Roadmap Part I: Key Evaluation Criteria For Developing Your Initial Mobile Platform – The Keys To Mobile Merchandizing” session discussed the challenges and success their companies face with mobile. The panel was moderated by Marci Troutman, CEO of Sitminis, Atlanta.
“We had a strong ecommerce platform,” said Pete Hogan, vice president of ecommerce at Brown Shoe Co., St. Louis. “We were seeing a lot of agencies contact us about mobile and there were few players in the game two years ago.
“Eighty-five percent of our mobile sales come from the mobile Web and not apps,” he said.
Future of mobile
According to Mr. Hogan, the company’s long-term mobile strategy will involve the use of HTML5 to provide a richer experience to consumers on their mobile devices.
For companies that are looking to develop mobile sites or apps, it is important to keep the consumer in mind and try to make the overall mobile commerce experience as seamless as possible.
“Think about your business and how many times people touch your business,” Mr. Hogan said. “If you’re Starbucks then it’s daily, if you’re McDonalds it’s weekly.
“If our customer is a registered customer, we wanted to make sure we auto filled their shipping information,” he said. “That’s where you help them save time.”
A majority of consumers who download applications to their mobile devices do not use most of them.
A mobile site is an ideal tool to capture that consumer at the point-of-sale, per the panelists.
However, companies wanting to enter the application space should make sure that their apps provide a different experience than the mobile site. A lot of the time, mobile apps are geared towards loyalists, pushing deals and alerts to them daily.
There needs to be an incentive for consumers to click on that app icon when they want to shop instead of going to the company’s mobile site.
The mobile site, on the other hand, is an access point for existing and potential customers and should be treated with that in mind.
Brown Shoe first developed a mobile site and then an iPhone application.
Currently, the company has three iPhone applications, three mobile-optimized sites and three Android apps.
According to Mr. Hogan, the company’s mobile site mimics its ecommerce site and now features personalized recommendations and ratings.
“We tried to add most of the bells and whistles,” Mr. Hogan said. “However, there are still a few missing things.
“Tracking is also important – we can see when customers are coming to our mobile properties,” he said. “The ROI is trackable.”
Dale Monson, senior vice president of operations at The Sportsman’s Guide, said that the company is currently working on a second version of its mobile site.
Although the company has a mobile presence, Mr. Monson said that it has not invested in marketing efforts to promote its applications.
“When we launched our iPhone app, we wanted to make sure we were in the market,” Mr. Monson said. “The main challenge we had was a lot of items on our Web site and it’s difficult to push that into the mobile and have consumers shop easily.
“However, we have not had a good marketing program yet to push the downloads,” he said. “We have not invested in marketing efforts for our apps.”