Android’s future in emerging markets remains assured. The fate of Apple is questionable at best.
Our growing mobile habits have created strange bedfellows recently. They’re tracking our whereabouts. Hoping we kick our card swiping habits. And bringing dating to business. It’s been an odd few weeks.
#1: Beacons applied.
After three years of buzz, these Bluetooth low energy devices are starting to meet their promise. Big box and even small retailers have installed them for in-store engagement. Airports are using them to guide the visually impaired. And they’re even comping free sodas to moviegoers as they enter theaters. Here is a small taste of them in action:
99 Ranch Market uncarts beacon-powered WeChat game for shoppers (Mobile Commerce Daily)
Indoor mapping lets the blind navigate airports (Smithsonian)
Imagining a beacon-filled world in Columbus, Georgia (Fast Company)
#2: Apple Pay ain’t.
A year ago, banks raced to adopt Apple Pay. Many retailers were boasting their acceptance. And even the US Postal Service was trying to share in the Apple’s limelight. There’s one key group that isn’t all that excited about this mobile wallet: users. iPhone users aren’t making Apple Pay a habit:
Apple Pay Declining Use (Pymnts)
#3: Forbes does dating.
We’ve spent billions hoping to connect with others. The most recent dating darling is the app, Tinder, where users swipe left or right on the hunt for the next mate. America’s venerable business bible is hooking up with Tinder to target twenty-something professionals:
Forbes Taps Tinder To Launch ‘Under 30’ Network (MediaPost)
(Photo Credit: SFO)
You need to be pretty durable to be an entrepreneur. It’s said that the best lessons in are often the most painful emotionally and financially. And entrepreneurs get hit by these type of lessons almost daily, sometimes twice.
I awoke this morning to find the New York Times had just the ripped the duct tape off an old, painful wound:
— Michael Tackett (@tackettdc) August 18, 2015
In early 2011, I sunk my life savings to launch PoliMobile. We would bring mobile marketing tools into the world of political campaigns. I didn’t make this decision lightly. I spent six months speaking to politicians, political campaign managers, party officials and others. It was enough due diligence to risk it.
Three years of 70-80 hour weeks, two pivots and some successes followed. I left the decision to the results of a meeting of a 20-something campaign staffer. (I won’t mention the campaign. I respect Al Franken.)
He proved to be a carbon copy of most campaign staffers. He was young, clueless, not curious and somehow arrogant despite this being his second race. He preached that young voters would never connect with campaigns using mobile. His iPhone never left his hands.
Moments later, I happily killed off my startup. I never looked back on those three years until this morning’s tweet, but I learned these lessons.
#1: Due diligence never ends.
While in development, we checked in the with a group of political advisors. They provided excellent feedback. It helped us create a great platform that solve critical issues.
Unfortunately, I was asking the wrong questions to the wrong people. The BETA of our platform got great reviews. The question I didn’t ask the right people is “what you pay for this?” No campaign wanted to buy it..
The reality is that 90% of all the money campaigns raise goes into media buys. The rest goes for food for the volunteers and minuscule salaries for those who manage them. Outside of the candidate in a few key campaign staffers, the rest tend to be pretty worthless.
Those key campaign staffers got to their positions by following the status quo. They stuck to using outdated campaigns tools: lawn signs, direct mail and broadcast media.
Never quit doing due diligence. You can always pivot sooner than later.
#2: Customers pay you.
Startups put a lot of weight on building a sizable user base. They invest hordes of funds to get users. And adapt to keep them.
Users don’t matter. Customers do.
Many campaigns signed up for trials. We invest new features based on some of the feedback we received. Unfortunately, most of them never used our platform for one key reason: they never paid for it. No matter how much you give away, most will never use what they won’t buy.
Focus on those who pay. Fuck the rest.
#3: Timing is everything.
You could do everything perfectly. You could have a few paying customers to validate your work. But if the market is not ready it doesn’t matter.
PoliMobile was ahead of the curve. We launched time when mobile was in heavy use with consumers. Some enterprising campaigns had great success with mobile tools like we offer. Most campaigns today are still not ready for what we offered in 2011.
I ran into that same campaign staffer later. He was pushing bean water at a second tier coffee chain and didn’t recognize me. I left him an $8 tip on a $2 tea in thanks. He saved me from another few years of pain.
As a newly minted Chicagoan, it’s great to see a local company gain some mobile street cred. I’m now tempted to finally become an Amazon Prime member. And I’m glad that I decided against purchasing that new Jeep.
#1: Moto Me! Motorola had a great week.
Glad to see positive media coverage coming from Chicago instead of Cupertino for once. A year after its breakup with Google, Motorola has shown it can still innovate:
- The new Moto G proves that it understands the needs of emerging market consumers. (Doesn’t Apple still push the iPhone 4 in India?)
- The Moto X will offer a better battery and camera than the iPhone 6 at half the price. And Motorola’s direct-to-consumer push eliminates carrier bloatware and draconian controls.
- The new Moto Pulse and Moto Surround headphones offer battery life and range unmatched by others. And they even made dramatic improvements to the Moto Hint.
(Full disclosure: I’m a Motorola fan boy who owns a Moto X, 360 and Hint.)
#2: Amazon releases a Dashing connected device.
Mastering context is critical when it comes to mobile engagement. Achieving it is also damn near impossible for consumer packaged goods (CPG) marketers.
So when Amazon partnered with CPG brands to capture those mobile moments, magic happens. Starting this week, Amazon Prime customers can buy Dash Buttons at $5 a pop. (Why aren’t free?)
These handy, branded devices will place set orders for more Tide detergent, Huggies diapers and a range other products with a touch of a button. You confirm all orders online or with their mobile app. So your cute kids can’t order a surprised pallet of mac and cheese.
Now when will Amazon start stocking alcohol?
#3: Chrysler confirms our connected car fears.
Auto companies want to supplant our smartphone addiction. (Bluetooth connectivity is so 2011.) Moms want to download directly from iTunes on the road to pacify those brats with Spongebob Squarepants.
Seems that innovation doesn’t come without consequences. Fiat Chrysler recalled 1.4M vehicles this week a dangerous security flaw appeared. Two hackers cracked their Uconnect system. They disabled the brakes as a journalist sped down the road at 70 MPH.
The journalist and Chrysler’s reputation ended up in a ditch.
(Photo Credit: Andy Greenberg/Wired)
For the mobile world, 2015 took off with a boom. Still glowing after a strong holiday showing, mobile is becoming firmly entrenched in retail. For emerging market consumers, 2015 will be the Year of Mobile. And, post-CES, we’ll look at what will likely appear on your 2015 holiday gift list.
#1: Retail Holiday Postmortem & New Year Forecast
Holiday sales were up 3.9% over last year, but sales tied to mobile were up 27.2% and, according to IBM, accounted for 22.6% of all online sales. Smartphones and tablets were not only hot gifts – they also drove nearly half of all web traffic. Likely buoyed by these numbers, in 2015 retailers will continue to invest heavily in mobile – especially beacons and mobile messaging – to catch up with consumer behavior.
Here are some deeper takes on these numbers, some tech tips, and a taste of what to expect in 2015:
How Usage Of Retailer Mobile Apps Evolved In Holiday 2014 (Marketing Land)
Kohl’s exec says beacons are surefire bet for greater personalization (Mobile Marketer)
#2: 2015 is the Year of Mobile in Emerging Markets
We’ve all heard the claims, again and again: This is mobile’s year! But while marketers largely waited for that great year to arrive, consumers saw it come and go, and most brands are still scrambling to catch up. Meanwhile, the innovators have moved on to emerging markets.
Thanks to a bevy of affordable smartphones, billions of consumers in China, India and many parts of Africa are entering the online world at an exceptional pace. By early 2016, India will have more smartphone users than the U.S.
With the numbers below, it’s no surprise why brands like Facebook, Tesco and Uber are battling for emerging-market consumers:
Mobile is eating the world (Andreeson Horowitz)
Mobile Internet Soars In Developing World (MediaPost)
Can Uber make it in India? (Financial Times)
#3: CES was all about wearable tech
Much of what’s hawked at the Consumer Electronics Show will never hit the store shelves or make a dent in your Amazon shopping card anytime soon (if ever). That said, wearables made a big splash this year. Here are some standouts in the category:
Impecca Alert Band Wants To Stop Drivers Falling Asleep At The Wheel (Wearable World News)
VivaLnk shows wearable NFC thermometer (NFC World)
Hyundai’s smartwatch app points to growth of wearables in autos (Mobile Marketer)