Plastic Mobile in the News: Melody Adhami Talks Pizza and Mobile

The mobile space has set the wheels in motion for its world domination…well, maybe not quite. But we’re getting there according to research firm Berg Insight, which reported this week that mobile is expected to grow from $3.4 billion in 2010 (at a compound annual growth rate of 37 percent) to $22.5 billion in 2016. Yikes! The report suggests that by 2016, mobile will account for 15.2 per cent of all global online advertising and marketing spending.

While mobile has been a bit of a nouveux trend until now, with some savvy and innovative agencies testing the waters, Berg Insight suggests that companies have begun changing their strategies to incorporate mobile into their annual ad plans as a key media component. Rickard Andersson, telecom analyst for Berg Insight, stated in the article from GIGAOM: “The popularity of smartphones and the increasing availability of mobile media that can include mobile advertising are the main game changers. Brands are now progressively embracing the mobile channel, including the entire range of apps from games and entertainment to utility applications.” He suspects that, while in-app ads have been the leaders in mobile marketing thus far, the advent of HTML5 brings traditional channels such as SMS as well as mobile web advertising, back on the table. He thinks that location-based advertising has the potential to unleash the full power of mobile advertising.

Location-based advertising is certainly having a hay-day in the world of mobile commerce, and should continue to be a driver of the mobile ad world. We second the emotion that it would be to a brand’s benefit to find new and innovative ways to employ mobile campaigns to enhance other advertising channels, and vice versa.

Last week was really exciting for all of us here at Plastic Mobile. We were really pleased with the launch of our latest mobile application innovation,  ETF Central , created in partnership with Claymore Investments, a subsidiary of Guggenheim Funds Services Group, Inc.

Apparently our enthusiasm was mirrored by our media buds, as ETF Central got a lot of love from the press. Check out what the likes of the Financial Post and Mobile Marketing, among others, had to say about ETF Central:

Plastic Mobile in the News:

Advisor

Investment Executive News

CNW News

Digital Journal

Financial Post

Mobile Marketing

Tech Vibes

iPhone in Canada

Today was a big day at Plastic. The Marketing Intern brought in homemade chocolate chips cookies so we were all on a major sugar high for the launch of “ETF Central,” our latest app that was created in partnership with Claymore Investments, a subsidiary of Guggenheim Funds Services Group, Inc.

Because a part of our mandate is to pioneer innovative products and solutions that allow the financial industry to expand into the mobile space, we wanted to be sure that ETF (Exchange-traded Funds) Central met all of the user needs, in an engaging and easy-to-use format.

So, employing both tech and creative wizardry (our magical formula for super apps) we created a sophisticated tool that sets the bar for excellence in the financial space. Voila! ETF Central. A new, free, customized, dual-purpose mobile app available on BlackBerry, PlayBook, iPhone and iPad.

ETF Central satisfies both the need to better educate users unfamiliar with the relatively new exchange-traded funds, as well as allows them to manage their ETF investments easily and conveniently. The app puts all Canadian-listed ETFs into the user’s palm, allowing them to view market prices of all TSX listed ETFs, create and track their ETF portfolio, view ETF educational resources, link to all online brokerages to trade ETFs, track upcoming ETF events and more. Ultimately, it’s a pretty outstanding financial gadget.

The leading force behind the app creation, and our very own “Queen of Apps,” Melody Adhami was excited to launch ETF Central as ETFs represent a sizable industry, but public awareness about them has been limited. She and our team here at Plastic Mobile set out to create a tool that would both educate and manage ETFs for the average user/investor. To read the full media release, click here.

In the news:

Advisor

Investment Executive News

CNW News

Digital Journal

1. Don’t build an app just for the sake of building an app- Businesses are starting to recognize the enormous potential to interact with customers through the mobile platform. As this area expands everyone wants to jump on the bandwagon, especially if their competitors are already embracing the mobile space. The automatic reaction that I often witness is a panic stricken one attached to the words “I need an app… Can you make me an app?”. This reaction is also paired with the misconception that a ‘mobile strategy’ is essentially having an app. Examining the business model to determine the most relevant path into the mobile space, be it a mobile website, an application, or a mobile campaign of sorts might encourage businesses to be more objective with their approach.
2. An app will not solve all your mobile needs- Although an app can serve as a tool to utilize the mobile channel, businesses need a strategy that could come in the form of a combination of SMS campaigns (if need be), mobile websites, mobile commerce, mobile social programs and/or perhaps a tablet strategy.  Exploring mobile commerce capabilities, customer engagement practices, along with possible loyalty programs that are built into a mobile campaign would be a more comprehensive way to tackle mobile.
3. One size does not fit all: As a marketer you don’t need to reach far beyond your personal experience to figure out that mobile is different than the website/online experience. Apps or mobile websites are not just mini websites, and “porting” your site into an app/mobile websites is not a mobile strategy. Mobile devices are used differently, so you don’t just take all of your content and move it onto 320×240 pixel screen. Ask yourself: ‘how much time will my user spend navigating a website on their mobile device?’.  Be selective about what you put out in the mobile space and remember that generally less is more.  Also, take into consideration that mobile usage happens at different times of day, and in different settings for the user, so what you serve should be relevant to time and location.
4. If you build it they wont come: An app or a mobile website is like any other product which requires a promotion and distribution strategy. Identify your target audience, assess your distribution channels, and give your audience an incentive to use/download your product. It may seem elementary to point out that existing and potential customers aren’t psychic, and they’re certainly not browsing the various app stores to see if your brand has decided to offer mobile services.
5. Although this would suggest that you will need to build apps across the various platforms, its important to focus on the old principle of “quality over quantity”.  So if you are at a cross road and deciding between doing an HTML5 app that will work on all platforms, I would recommend that you go for quality (in native form), rather than quantity (in HTML5 form). Disclaimer: HTML5 can be very useful, even in-app, but must be handled with expert care and used for certain design patterns.

Melody Adhami, co-founder of Plastic Mobile and crowned Queen of Apps by the Globe & Mail will be a panelist at Scotia Capital Inc.’s inaugural App Conference on Wednesday May 11th. She’ll be engaging in a panel discussion called: The Future of Mobile Applications – Challenges and Opportunities, and will bring her knowledge and expertise of building an award-winning mobile marketing agency. Melody will also provide a refreshing perspective of a young a female entrepreneur in the mobile space.

When: Wednesday, May 11, 2011, 9:00am
What: Scotia Capital Inc’s App Conference.
Where: Scotia Capital, Scotia Plaza, 40 King Street West, (McLeod Room, 63rd Floor) Toronto, Ontario

Earlier this week, we got a call from Regan at Intel APPUp to showcase our mobile platform, Joomo, at AppNation in San Francisco. With much delight, we took the next flight and we were ready to roll at this two-day conference that is all about apps. It’s great to be surrounded by so many people in the app and mobile space.

We are in the process of launching Joomo for everyone to engage it…so stay tuned for more details.

Joomo is a web-based platform to easily develop mobile applications for smartphones and tablets devices based on a personal blog or website. Our goal is toempower content producers and bloggers to enter the mobile space without dealing with the heavy costs and compete with media conglomerates. In addition, users will have the opportunity to monetize on their apps with Joomo’s ad-network. The platform is flexible to allow anyone customize their own mobile app by using our easy to use tools.

If you are at AppNation, visit our pod. Or email me:  melody[at]plasticmobile.com

I had the opportunity to chat with Dan Butcher, Associate Editor of Mobile Marketing Daily, on a campaign Plastic Mobile worked on with Unilever and Crispin Porter + Bogusky. We created a social gaming app to promote the Axe Twist fragrance.

Check out the article here. It’s a great article on how mobile gaming apps help to promote certain brands.

Plastic Mobile enjoyed working with Rogers Media to develop the widely popular application, Shorts in the City for Citytv. The app offers a vast selection of web-series since it launched in May 2010 for the iPad, iPhone, and online.

We wanted to update you about some new titles featured in this app, such as an animation series The New Yorker Cartoons and Happy Tree Friends. If you like vampire movies, you’l love this popular series, Valemont. Or are you a fan of British series, then you must watch Who Killed Summer.

The Shorts in the City is free to download on Apple iTunes. Enjoy!

If you haven’t seen or download Wordlens yet please check out their video below.  Wordlens is an augmented reality iPhone app that helps you translate any text that sees it.