Domino’s makes ordering on-the-go even easier with smartwatch integration

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Mobile Minutes: Google’s mobile network; Microsoft’s smartphones; Sony drives wearable demand; BlackBerry goes to cloud

google

Google to launch small US mobile network
Google is launching its own mobile network in the US, threatening to become a
powerful competitor to telecoms groups unless they move quickly to support its
ambitious efforts to improve internet access globally.

Read more on Financial Times

Microsoft doubles down on affordable smartphones
NEW YORKOne day after Samsung and HTC unveiled their respective 2015 flagship
smartphones Microsoft on Monday announced the latest additions to its Lumia
line, the Lumia 640 and 640 XL.

Read more on USA Today

Sony looks to business users to drive wearables demand
Sony says it will test the water for its latest wearable gadgets in the
business-to-business market, rather than betting on strong initial demand from
consumers.

Read more on Wall Street Journal

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BlackBerry takes to the cloud in bid to attract small businesses
BlackBerry Ltd. is heading for the cloud. The Canadian smartphone maker said
its core mobile device management service, known as BES12, will now be
available for users who dont want to run it off computers in their offices.

Read more on Bloomberg


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IAB taps beacons to greet 30K festival attendees

iab

Conferences and festivals can benefit from beacon-enabled maps

The Interactive Advertising Bureau recently teamed up
with geo-targeting firm Sonata to combine the physical and digital world at
Madrids 2014 Inspirational Festival by leveraging mobile to communicate with
attendees and tapping beacons to send welcome messages to 30,000 unique users of the festival’s mobile app.

More event marketers are eschewing print schedules and
are instead turning to mobile to offer attendees conference materials such as
agendas and maps. IABs decision to reach consumers attending the festival via
their smartphones proved to be a fruitful one, as the organization saw 50 percent
of users that downloaded the festivals mobile app come to the event and
interact with Sonatas beacons in specific areas.

It is extremely important, particularly as events
continue to look for growth, to be able to direct attendees to the content that
is most important to each individual, said Alvaro del Castillo, CEO and
founder of Sonata, Madrid, Spain. It allows the event marketers to harness the
power of effective and relevant communication while measuring success of and
interest in content, speakers, etc.

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Mobile brings deep contextualization and personalization
to the individual device, he said. Up to the minute information can be easily
provided to attendees who are at a certain location within the event while
tailoring the message to ensure a smooth and relevant experience and repeat
attendance.

Augmenting
communication
The
IAB acknowledged that mobile is able to fill in many communication gaps at
large-scale events, which can be rife with session cancellations, updated
schedules and different meeting rooms. The company was also aiming to increase
awareness of the Inspiration Festival and drive Spanish media executives in the
area to attend the event.

This prompted the IAB to join forces with Sonata to
launch a global campaign designed to connect media executives in Spain to the
festival by driving app downloads, registrations and augmenting overall
awareness.


Attendees received a more personalized experience, thanks to mobile

Attendees also received targeted mobile advertisements one week
prior to the Inspirational Festival, with the campaign pinpointing individuals
that were nearby top media agencies in Madrid.

During the event, Sonata beacons were able to track
consumers locations and send personalized mobile messages to their smartphones,
smartwatch or tablet device. The IAB discovered that the beacons worked well
with traditional advertising methods, and were able to measure attribution.

Any marketer needs an ROI, Mr. del Castillo said. Using
digital platforms creates the opportunity to effectively target and measure the
impact of the budget and time spent to attract the right attendees.

Superior
results
The
IAB was able to complete its primary goals of driving festival attendance and
awareness, prompting downloads of the mobile app and determining beacon
success.

Results show that 30,000 unique users received welcome messages upon arrival
and notifications of events occurring during the festival. Sonata saw a 1.7
percent rate of engagement with the festival map, which also offered users
directions to the event.

Meanwhile, the company also saw 1.7 percent conversion
of app downloads.


More event marketers should turn to mobile for up-to-date agendas

The beacons proved to be a success, with 50 percent of
Inspirational Festivals app users attending the event and interacting with the
technology, which was placed in key areas such as nearby the Welcome Message
and End of Day Messages.

The beacons also sent attendees notifications regarding
the keynote and panel sessions, a strategy that may be useful for many other
event marketers seeking to drive attendance numbers and ensure that consumers
do not miss any sessions.

This tactic may become more popular as consumers flock
to various wearables and smartwatches coming out in 2015.

Smart watches give us the opportunity to notify
consumers the through devices that are even more personal than a phone, Mr. del
Castillo said. The depth of the relationship these devices can be more
discreet, customizable, and effective to the very specific consumer that the
event is trying to attract and build relationships with.

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York


Article source: http://feeds.mobilemarketer.com/~r/homepage-news/~3/2ktas4UPrEU/19886.html

Oral-B toothbrush app update lets users get feedback from dentist

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Michael Barris is staff reporter on Mobile Marketer and Mobile Commerce Daily, New York.

 
Related content: Content, Procter and Gamble, Oral-B, mobile, mobile commerce, mobile marketing

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Most valuable users acquired via mobile ads between 9 a.m. and 1 p.m.: report

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The value of mobile ad users varies throughout the day

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Senior Editor Chantal Tode covers advertising, messaging, legal/privacy and database/CRM. Reach her at chantal@mobilemarketer.com.

 
Related content: Research, Fetch, mobile advertising, mobile marketing, mobile

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