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Why Local-Mobile Marketing Is Exploding

Josh Luger      –         BI Intelligence

Location-based mobile marketing promises the sky: high conversion rates, surgical targeting, and rich consumer profiles.
But does it deliver? According to many accounts, it does.

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Not surprisingly, retailers, brands, and agencies are scrambling to hone their location-based approaches. These encompass everything from “geo-aware” and “geo-fenced” ad campaigns, to hyper-local efforts keyed to Wi-Fi hotspots, and algorithmic location-based targeting of audience segments like soccer moms, bargain hunters, coffee enthusiasts, etc.

In a new report from BI Intelligence on location-mobile marketing, we take a look at key stats on the location-based services marketplace that indicate it’s supremacy in mobile marketing, explain how the most important techniques (such as geo-aware, geo-fenced, audience-based local-mobile campaigns) work, examine the cornerstones – such as data and audience building – to a successful location-based mobile strategy, look at who has the valuable location-based data, and analyze the six most effective local-mobile marketing tactics.

Here’s an overview of the location-mobile marketing explosion:

Location is the new cookie: Collecting data has always been difficult because mobile does not support third-party cookies that travel easily across the ecosystem, allowing for straightforward tracking and data-gathering. That’s where location-based mobile technology comes in. It gives marketers new ways to identify and track mobile audiences, and with the aid of algorithms, it can also group them into behavioral and demographic segments for targeting.
Money is flowing into location-based mobile marketing: A recent survey of 400 brand executives by Balihoo found that 91% planned to increase their investments in location-based marketing campaigns in 2013. Finally, a study by Berg Insight found that location-enabled ad spend reached about 8% of total mobile ad spend for 2012. This proportion is expected to increase to 33% by 2017.
Location-based data is driving much of the interest – and success: Enabling campaigns with local data produces measurable results. In a study of over 2,500 of its mobile marketing campaigns, Verve found that its location-based ad efforts were about twice as effective as the mobile industry average click-through rate (CTR) of 0.4%. Geo-aware ads, geo-fenced ads, and location data paired with audience demographics or purchase intent are all proving to be extremely successful.
Location is extending beyond the smartphone: The location conversation may have started out as a way to take advantage of mobile phones, but as technology continues to evolve, the conversation needs to broaden. In 2012, only 12% of smartphone owners and 17% of tablet owners said they used their device throughout the entire shopping process. This year, one-third of smartphone and tablet owners said they did so. Additionally, more tablet consumers are beginning their shopping process on their tablets. This shows that location ads should be targeted to tablets as well as smartphones, because the first search for a local business might take place on a tablet.
In full, the report:

Takes a look at key stats on the location-based services marketplace that indicate it’s supremacy in mobile marketing;
Explains how the most important techniques, such as geo-aware, geo-fenced, audience-based local-mobile campaigns, work;
Examines the cornerstones – such as data and audience building – to a successful location-based mobile strategy;
Looks at who has the valuable location-based data;
Analyzes the six most effective local-mobile marketing tactics.

Read more: http://www.businessinsider.com/local-mobile-marketing-exploding-2013-6#ixzz2XHehbbNw

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Apple patents point to slimmer battery tech

Graphene, the wonder material whose glittering array of electrical and thermal properties won its discoverers a Nobel prize in 2010, could soon be helping Apple’s iPhones and iPads pack more power.

The company has filed a US patent application (2013/0136966) on a graphene-based heat sink for the lithium batteries and circuit boards in its tablets and smartphones.

Graphene is a form of carbon that comes in sheets one-atom thick, with its atoms arranged in a honeycomb lattice. It is 10 times better at conducting heat than graphite, which is often used as a heat sink in mobile gadgets.

But in order to adequately cool a battery, a graphite coating is typically 30 micrometres thick. That eats up space within the gadget enclosure that could be used for a bigger battery, explains inventor Ramesh Bhardwaj of Fremont, California, in Apple’s patent application.

Hot stuff

By coating a polypropylene battery casing with graphene, he says, the heat sink can occupy a fraction of the space of the graphite version for the same heat dissipation – allowing for a bigger, longer-lasting battery to be installed.

Graphene is also being explored as a substance for storing electricity in next-generation batteries and supercapacitors. At the University of Manchester, in the UK – where Andre Geim and Konstantin Novoselov isolated graphene in 2004 – researchers have just embarked on a £2.2 million research programme to create high-capacity energy-storage devices with the wonder material at their heart.

In another battery patent application filed this week, Apple gave still more clues that it is indeed working on a wristwatch-shaped device, as CEO Tim Cook hinted last week.

In US patent 2013/0136967 the firm describes the precision-manufacturing techniques behind making a curved battery – including how to apply pressure for sustained periods to a flexible lithium cell to create the curve, a little like an acoustic guitar maker might with a wooden panel.

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NEW APP   Applications » Tools

Spotflux Introduces Advanced Security And Privacy Solution For Mobile Devices, Protecting Consumers And Small/Medium Businesses From Malicious Activity On The Internet

Malicious software targeting mobile devices has risen 185 percent in less than a year, according to a 2012 report from the Government Accountability Office. Published reports have also warned that 2013 is the year in which mobile security threats will increase. To combat this issue, Spotflux,a leader in security and privacy solutions for the Internet, today announced the completion of the worldwide roll out of its proprietary cloud-based advanced security and privacy solution for Apple iOS mobile devices now available in the United States, Canada and Western Europe. This simple-to-use and affordable download protects consumers and small and medium-sized businesses from malicious activity with the same rigor once reserved only for large corporations. The Spotflux mobile solution for Android devices will be available this June.

Spotflux integrates advanced technologies, including a worldwide geographically dispersed VPN; a robust security stack that identifies and blocks malware, viruses, identity thieves, and unwanted tracking; privacy tools that detect and remove tracking code; and a bandwidth compression paradigm that saves users cost on their data plans.

“Spotflux provides a safe connection to the Internet that immediately reacts to and protects against malicious activity and unwanted tracking before it lands on your mobile device, all while guarding your privacy,” said Chris Naegelin, CEO and co-founder of Spotflux. “Reports have warned that 2013 is the year in which mobile security threats will increase, especially as we see the rise in employees bringing their own device to work. It’s critical that consumers and small and medium-sized businesses throughout the world have an affordable way to protect themselves from all types of malicious activity on their mobile devices.”

Spotflux’s mobile and desktop solutions are now available worldwide and can be downloaded at www.spotflux.com. There is a free trial for the mobile solution followed by a minimal charge of $1.99/month or $5.99/year. The desktop version is free.

Spotflux was conceived and launched by a team of passionate software visionaries who anticipated the evolution of increasingly sophisticated threats that would emerge in the wake of exploding wireless Internet availability on mobile devices. By taking rigorous enterprise grade security technologies typically available on costly appliances and adapting them to a scalable and proprietary cloud architecture, Spotflux brings the unification of threat management and privacy protection into the hands of consumers and SMBs. The Spotflux service provides a managed and trusted connection to the internet that immediately reacts to and protects against emerging threats and unwanted tracking that affect mobile devices and desktop computers. Since its launch in March 2012, the service has acquired more than a million users around the world.

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Dear Friends, – by Brad Powers, Founder & CEO

April has been a tremendous month for Cupcake Digital Inc. and I’m extremely excited to share our exciting progress you.

App News:

April has not only been our strongest month for App production, but we continue to achieve top ranking positions for our releases on major distribution platforms.

In fact, yesterday Wubbzy’s Dance Party, an App released only this past Tuesday (4/23), achieved the “#1 Paid App” ranking for iPad in Apple iTunes books in just three days.

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Other April Releases Include:

pngApril 4: Wubbzy’s Magic School

In this feature-rich, deluxe storybook app, Wubbzy’s Magic School! After a day at Moo Moo the Magician’s Castle, the friends learn that magic really does happen when you believe in yourself and try your hardest.

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April 11: Wubbzy’s Space Adventure / Wubbzy en una Aventura Espacial

This is a very special release since it is our offering to include both an English and Spanish version within the same App.  Kids, parents, and caregivers now have the choice of language with which to listen to the narration or read the story themselves.

This initiative not only increases the addressable market for our Apps, but also expands our marketing capabilities.

We are currently working on adding a Spanish version to a series of English-only Apps in our existing library across all distribution channels.

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April 16: Animal Planet’s Hide and Seek Pets

Wubbzy’s Dance Party, an App released only this past Tuesday (4/23), achieved the “#1 Paid App” ranking for iPad in Apple iTunes books in just three days.

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This is our first App for Animal Planet marking the first property expansion for our library beyond Wow, Wow, Wubbzy.

We are extremely excited about both the sales generated and the reviews we have been getting.  Premium priced at $3.99, this App has already already reached the “#3 position” within HOT New Education Section on Amazon.

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Apr 25: Wubbzy’s Animal Coloring Book

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This marks the debut of our new coloring engine.  It will not only allow us to create “stand alone” coloring and activity books for all our properties, but it will also be integrated into all of our new Apps.
Looking Ahead:

Early May: Fraggle Rock “Fraggle Friends Forever”

This release will expand our App library to three active licensed properties.

As part of the preparations for its release, I have just returned from the 30th Anniversary Celebration for Jim Henson’s Fraggle Rock in Los Angeles.  We have provided sneak peeks to several national media outlets. The feedback has been fantastic.

The App launch in early May will be supported by a significant media campaign in collaboration with the Henson organization.

In June: Strawberry Shortcake

We look forward to our first App release for American Greeting’s Strawberry Shortcake in June with great anticipation.

Strawberry Shortcake is an iconic children’s property and we are proud to be their licensed partner. This will be the fourth active licensed property in our growing App library.

Like all our properties, the launch of the Strawberry Shortcake App will be supported by a robust marketing campaign to increase sales rapidly.

Properties & Licensing Pipeline

We continue to make great progress in our property acquisition initiatives.  We are currently in the final stages of negotiation with several “A+” properties and will be making announcements about them shortly.

Continued Accolades for Cupcake Digital Apps

In addition to increased sales, the positive accolades for our Apps continue to keep pouring in.

We have received a tremendous amount of press with the release of our first dual language App, Wubbzy’s Space Adventure/ Wubbzy en una Aventura Espacial, both in online and traditional press.

We also continue to win awards from Famigo (a site that provides recommendations for kid-safe apps and content) and Appysmarts (a resource that helps parents choose the best apps for their kids).

For a full list of our reviews and awards please visit: http://www.cupcakedigital.com/testimonials/

Distribution Partnerships

One of the key stones of our marketing strategy is building strong relationships with our distribution partners.

Recent results of those relationships include:

1.  iTunes featuring Animal Planet Hide and Seek Pets and Wubbzy’s Dance Party in their New and Noteworthy section.

2.  iTunes also selected Wubbzy’s Pirate Treasure as a feature in a special “Apps for Preschool & Kindergarten” selection.

3.  Amazon also continue to feature Cupcake Digital Inc. Apps throughout their App store. Barnes & Noble is currently planning several “curated” mailings and site positions especially for us.

4.  New Position Paper Regarding Parental Guidelines for Children’s Apps

We are delighted to have recently published a new white paper based on an interview with Dr. Natascha Crandall, PH.D.  Dr. Crandall is a psychologist and educator with a special interest in enhancing children’s growth and development through the power of media. This paper explores Dr. Crandall’s findings on App use by children while also establishing a framework for the continuous improvement of our own Apps.

As part of the white paper we also included parent and caregiver guidelines for using Apps as a supplement to children’s learning.

To read the complete position paper, please visit:

http://www.cupcakedigital.com/blog/new-white-paper-features-dr-natachsa-crandall-on-apps-for-children/

Make Your Opinion Count: Download & Review a Cupcake App Today!

As always, if you have not already done so, please visit http://www.cupcakedigital.com/apps/ and click on the store icon of your choice (iTunes, Amazon, Google Play or Nook) to download our Apps on any mobile phone or tablet device.

Give it a test drive and make sure to write a review!

Encourage your friends, family and loved ones to do the same. Help us create a bigger viral buzz about the quality of our products.

Thank you for your on-going support! I will continue to update you on a regular basis.

In the meantime, please feel free to contact me anytime with questions or comments.

Sincerely,

Brad Powers

Chairman

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Venture Capital Dispatch

An inside look from VentureWire at high-tech start-ups and their investors.

 

The Daily Startup: VCs Buy In to Mobile Game Maker Supercell

 

Top stories in today’s VentureWire:

 

dailystartup_D_20090806101628.jpgArt by Mike Lucas

 

Eager to own a slice of the wildly profitable Finnish mobile game maker Supercell, venture investors have purchased existing shares totaling $130 million at a $770 million valuation. Index Ventures led the deal with participation from Institutional Venture Partners and Atomico. Founded in 2011, SuperCell is currently the highest-grossing iOS game developer with “Clash of Clans” and “Hay Day” now bringing in $2.5 million of revenue daily.

 

Enlighted raised $20 million in Series C funding led by Rockport Capital for its lighting-controls technology, as it operates in a quickly changing market where the price for lighting emitting diodes is declining. The company makes sensors and software that is installed in commercial spaces and that helps decide when to dim lights. A newer application of the technology would also allow the sensors to measure temperature and occupancy, and control not just lighting but also air conditioning.

 

Also in today’s VentureWire, Reduxio Systems has raised a $9 million Series A round led by Jerusalem Venture Partners and Carmel Ventures. Reduxio is developing storage systems that make use of both flash memory and hard drives…Smart-home startup Zonoff has secured a $3.8 million Series A round for software that makes all kinds of smart-home devices work smoothly together and makes them easier to set up and control…and Crowdtilt has raised $12 million in Series A funding led by Andreessen Horowitz to bring a new twist to crowdfunding. Crowdtilt’s apps give groups an easy way to fund their own initiatives, rather than asking for money from strangers online.

 

(VentureWire is a daily newsletter with comprehensive analysis of all the investments, deals and personnel moves involving startups and their venture backers. For a two-week trial, visit our homepage, scroll to the bottom and click “try for free.”)

 

Elsewhere around the Web:

 

Launching mobile game apps is getting expensive. Case in point: ZeptoLab says it will spend about $1 million to launch “Cut the Rope: Time Travel” but it spent almost nothing to promote the first “Cut the Rope” game’s release in 2010, The Wall Street Journal reports. What has changed is the mobile games business, which is now so competitive that word-of-mouth marketing is no longer enough.

 

 Jon Flint, a founder of venture firm Polaris Partners, got into the hair-care business after his stylist suggested that he take a meeting with a colleague in New York who wanted to start a company. Flint and his partners turned to MIT”s Robert Langer to come up with innovative products. Flint talks with WSJ about the company that resulted, Living Proof, which is co-owned by actress Jennifer Aniston.

 

Silicon Valley startups are increasingly hiring testing companies to vet apps before releasing them to the public, WSJ reports.

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Four of Cupcake Digital’s children’s apps were recently named Parent’s Choice Award winners.

The Parents’ Choice Foundation is the nation’s oldest nonprofit guide to quality children’s media and toys. Parents’ Choice Award Seals are  internationally recognized and respected icons of quality. The Foundation’s product evaluation process addresses: developmentally appropriate content and challenges; design and function; educational value; long-term play value; and benefits to a child’s social and emotional growth and well being.

The four apps that received the Parent’s Choice Classic, Fun Stuff Award are “Wubbzy’s Pirate Treasure,” “Wubbzy’s Space Adventure,” “Wubbzy’s The Night Before Christmas” and “Wubbzy’s Train Adventure”. Each of these apps was produced in 2012 for children around the world to interact with one of children’s favorite television characters, Wubbzy.

Cupcake Digital has been lauded as one of the top app companies, winning awards like the AppySmart’s Editor’s Favorite for Wubbzy’s Fire Engine and Wubbzy’s Night Before Christmas, and garnering dozens of favorable reviews around the Internet, including iPad Kids, Jellybeans Tunes, Appolicious, Rock-A-Bye Parents, AOL Tech, Wired and many more.

Cupcake Digital’s apps blend entertainment with learning moments in fun stories about Wubbzy and his friends. Recent Wubbzy apps include games and activities designed help prepare preschoolers to meet the Common Core State Standards required for kindergarten and first grade. Each Wubbzy app comes packed with extras, from the much-lauded “Grown-Up’s Corner” that encourages discussion about the story between an adult and child to bonus music videos and coloring pages.

We take great pride in being awarded the 2013 Parent’s Choice Class, Fun Stuff Award!

Read more about the award here. 

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The $25B App Market–and the Odds You’ll Get a Piece of It

The so-called app economy is said to be worth billions. Sounds promising, right? Here’s a reality check.

Phone apps

The promise of the app economy can seem especially alluring to the tech entrepreneur set. Mobile is a hot market. The major smartphone and tablet platform owners have established marketplaces to let you get to customers and in exchange you give up only 30 percent in per-unit sales. That’s still better than retail stores. Plus, people are making bazillions. Well, an estimated $25 billion this year, according to Gartner, as reported by the Wall Street Journal.

Now everyone will want to become a programmer and take a chunk of that big number. The problem is, it’s a little too early to get excited. That big number is misleading, and most apps will be lucky to make enough to pay for their cost of development, never mind profits.

For years, the media, set off by Apple’s trying to tout the advantages of developing iPhone and iPad apps, have concentrated on the total money in the market. Only, there are some caveats.

One is that the $25 billion isn’t just money being spent on apps at the Apple or Google marketplaces. It also includes advertising and in-app purchases. That’s because Gartner also says that 90 percent of apps are free downloads. Why? Because if you don’t charge, you remove a barrier for people to at least try your app.

So, the $25 billion is being spread out over more than 1.4 million apps between both Apple and Google, according to Gartner. Time for some arithmetic: That translates into $17,847 dollars per app. That works out to $214,285 a year, or probably less than two salaries for full-time experienced developers, not counting benefits. In other words, two developers have to build that flashy and attractive app in one month. That’s a tight schedule.

Then you have to realize that the average amount listed is just that: an average. App downloads are not a level terrain. According to a report from analytics firm Distimo, in November 2012, the number of apps responsible for 10 percent of iPhone free app downloads was 31. The number of apps responsible for 10 percent of paid revenue was seven. The Journal refers to another Distimo stat that states only 2 percent to 3 percent of the top 250 publishers are newcomers.

According to iPhone app metrics firm 148Apps.biz, in November 2012 there were more than 721,000 active apps in the iPhone app store. Currently, there are 803,137 active apps.

Chances are slim that you’re going to make big money on paid apps. So say that you go the free route. That means you need people to keep using your application to see ads and place in-app purchases. Unfortunately, 63 percent of apps that people use daily are different from a year ago, and people focus on about eight apps at a time. Getting and keeping attention is far worse than a crap shoot.

It may be that you could have a hit with a new app. But keep those rose-colored glasses off the bridge of your nose. Not matter how attractive the total number is, making a significant amount of money on apps is a lot tougher than the media makes it sound.

Erik Sherman‘s work has appeared in such publications as The Wall Street Journal, The New York Times Magazine, and Fortune. He also blogs for CBS MoneyWatch. @ErikSherman

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