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

…as well as about 750 other execs, media personnel and tech enthusiasts, but, whatever.

At 7:30 this morning, this odd pastiche of professionals piled into the SONY Centre for the Performing Arts in Toronto, ON, to hear Duncan Stewart, Director of Technology, Media and Telecommunications, entertain and educate about Deloitt’e annual #TMTPredictions.

The tech arm of the professional services giant put together some very interesting facts and advice on what’s in store for our evolving industry in 2012. Among the most interesting prophecies were:

• continued growth of the ever-surprising TV
• the advent of data caps in many leading countries (i.e. the death of unlimited ISP deals. Le sigh.)
• the metamorphosis of our smartphones and tablets to “little PVRs”; and
• the immediate future of NFCs (hint: it’s not what you think).

One mobile prediction that really stood out was the hypothesis that the purchase of tablets would continue to increase, but that it would be less by new buyers and more concentrated by a secondary tablet in the home – apparently we’re not very good at sharing with our families.

Likewise, while the creation of apps continues to surge, Duncan Stewart pointed out that a great number of them are not unique - meaning that, while a number of new apps are being developed, so are existing apps being expanded to cover other operating systems. So, an app that was made last year for iOS, may this year be added to the Android and Microsoft markets.

According to Duncan Stewart, developing a mandate (like we have here at Plastic, not to brag, but we’re just saying) to develop cross-platform apps as often as possible, or as often as makes sense for our partners, will be crucial to increasing efficiencies in the future, and staying competitive in the mobile game.

A recent InsightExpress study suggests that mobile and print would make a great team. The company found that mobile users are also print junkies: “Based on our findings, it’s clear that brands and retailers should be incorporating mobile into their print strategies,” said Joy Liuzzo, vice president and director at InsightExpress.

Print and Mobile, sitting in a tree...

Liuzzo goes on to say that there’s more to this relationship than just a little QR coding. There are a number of ways to strengthen this bond, including article archiving or sharing and information gathering. The company specifically focused on QR codes and user engagement, finding that smartphone owners who use their mobiles for six or more daily activities were also reading or subscribing to print publications. These users are a hot target for advertisers as they have diverse tastes extending even beyond their reading mediums to any number of lifestyle routines (eating, shopping, etc.). The study found that these people were also more inclined to connect with companies via their mobile devices. “The biggest surprise to me was with the segment of smartphone owners that do six or more activities on their phone every day and their print media consumption,” said Ms. Liuzzo. “This group is both subscribing to, and reading more, print materials than any of the other groups (smartphone or regular phone owners).”

According to our friends over at Mobile Marketer, InsightExpress then delved into an investigation of this market’s varying reading behaviours and discovered that magazines came out on top in terms of user engagement. For example, tearing out articles or tracking down a product mentioned in an article or ad.

Turns out, traditional print media isn’t out of the game just yet. It just needs to get wiser and learn a thing or two from it’s new young partner. From here, who knows where this dynamic duo can go? What do you think? Are print and mobile a match made in heaven? Tweet us your comments to @plasticmobile.

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

The battle continues over which is the superior platform – Android or iOS. Everyone from users to marketers have weighed in with their future predictions, past musings and current praises and complaints. From a developer’s perspective, things remain uncertain and, at times, contradictory. Here’s the low down based on the latest research.

A couple of months back, the general opinion was that app developers were turning their attention to Android over iOS, because of its rapidly increasing market share. A survey from Appcelerator indicated that the momentum was shifting in favour of Android, closing the gap on current app development that traditionally favoured iOS. The idea behind the supposed shift was that the Android platform is considered to have the best long-term outlook.

The latest news, however, turns that theory upside down. It appears that Android continues to take a back seat to iOS, in part because, well, it’s not as mainstream cool (those Mac commercials still make us chuckle). While Android operating system is still the big winner on the charts (46.3% of US smartphone owners running the mobile operating system) according to the Strategy Analytics’ survey, “App Developer Attitudes and Behaviours,” it seems that Apple’s iOS platform remains near and dear to developers’ hearts, with 51% saying they plan to write for the “iTeam” (iPod, iPad and iTouch) platforms in 2012. Yes, Android is fast approaching a majority share in smartphones among US customers, but it now seems that the platform is suffering among its app builders, with interest rising only 30% from 23% in 2011. If it’s not one thing, it’s another.

That being said, it seems that Apple’s status among the people writing app code comes from the multiple device types now using the operating system, with the iPhone down 26%. In fact, the real growth for iOS comes from the iPad, which attracted only 8% of developers last year, but will get 19% in 2012 (+138%). With more than half a million apps now cataloged in the Apple App Store, over 150,000 are compatible with or written specifically for the iPad.

Experts such as Strategy Analytics report author and Director of Apps Research, Josh Martin, expect that money will talk and developers will continue to favour platforms that offer the most diverse ways of generating revenue.

Piper Jaffrey recently estimated that Apple’s App Store substantially outperforms the Android marketplace for developers, with Apple responsible for about 80% to 90% of revenue generated by the app market.

What do you think? Will iOS continue to corner the market in app developers despite Android’s appetite for market share? Or will the interest in the iTeam fizzle out and watch Android steal their fan base?

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.

Check out Melody Adhami’s interview for AppTV. If you want to go straight to the segment, it’s around the 21 minute mark. Our Queen of Apps discussed the recently launched PlayBook app called Hockeycentral and winning a Webby Award for the Pizza Pizza app. In addition, talked about Plastic Mobile’s new online app studio, Joomo, to help bloggers and content providers build mobile apps for all operating system at no cost.

Our team huddled around the table when our own PlayBook arrived in the mail. Despite all the mediocre reviews on RIM’s tablet, the first day sales exceeded the low expectation.  Here’s a quote from Postmedia News:

“Checks of 70 retail stores found 11 per cent of the locations stocking the device were sold out, according to Mike Abramsky, analyst at RBC Capital Markets. He estimates day one sales of 50,000, including pre-orders, and that RIM is on track to ship 500,000 PlayBooks in the first quarter of fiscal 2012.”

In the next 60 days, there will be an update to offer PlayBook users stand-alone email, rather than having to go onto web-mail or the Gmail app. In the meantime, make sure to download our popular Rogers Sportsnet Hockeycentral app.

Check out the rest of the photos on our Flickr page

Plastic Mobile has teamed up with Rogers Sportsnet to develop a hard-hitting Hockeycentral application for the launch of RIM’s BlackBerry PlayBook.

“With playoff hockey in full swing, this app will become your immediate guide for all hockey news and analysis,” says Melody Adhami, President of Plastic Mobile. “Being hockey fans, we really enjoyed working with the team at Sportsnet and Mobile product development at Rogers Digital Media to build the application for the launch of this exciting new tablet.”

Whether you’re a hockey buff or just jumping on the Playoff bandwagon – the Hockeycentral App for the BlackBerry® PlayBook™ will be your mobile broadcast hub for all hockey highlights, scores, news, and analysis from top hockey insiders in the industry.  The app also includes breaking news on Twitter from the Rogers Hockeycentral panel as well as latest coverage and editorials. The app is available free in the BlackBerry App World on launch.

We are truly pleased with the outcome of the Hockeycentral App for the BlackBerry PlayBook and the immediate access to NHL news that we are providing hockey fans,” said Pary Bell, Vice President of Product, Rogers Digital Media. We are excited to release this dynamic and useful app just in time for the launch of the PlayBook and the Stanley Cup Playoffs.”

Avoid the penalty box and download the app here.

Tweet this release:
http://bit.ly/h3XRzP

@PlasticMobile
@RogersSportsnet

About Plastic Mobile

Plastic Mobile is an award-winning mobile marketing agency, working with some of North America’s best brands. Plastic Mobile expands their presence into the mobile space through innovative, cutting-edge strategies, user experiences and creative. They are known for many first-of-their-kind mobile initiatives, including launching the first video iPad app in Canada. Recognized for their exceptional client service, Plastic Mobile designs and delivers mobile applications and websites for all platforms, while achieving optimal results for their clients.

Founded in 2007, Plastic Mobile’s rapidly growing client list includes both Canadian and US companies, such as Rogers Communications, CBC, Unilever, Sportsnet, Liberty Science Center and Pizza Pizza. For more information on their services and client work, visit www.plasticmobile.com

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Media Contact for Plastic Mobile:

Leila Pejman
Leila@plasticmobile.com
604.644.8293

Plastic Mobile team had a great trip to South by Southwest Interactive. Austin, TX was buzzing with over 20,000 people traveling from around the world to attend the festival. We hopped from one panel to the next keynote speech to the various industry parties. Most importantly, we enjoyed connecting with talents in the digital space.

Over the last few years, SXSW has become a launch pad for many start-ups. Social networking tools like Facebook, Twitter, Foursquare, etc all got their popularity boost from this festival. For the sake of mobile, here are some highlights from this year’s SXSW:

1) Group Messaging: Before the festival began, the hot thing expected for 2011 was ability to message an exclusive group of people. After SXSW, we still don’t think group messaging got its sex appeal (yet). It’s still a tool that people will find useful on the specific occasions. Beluga, Fast Society, Kik, Yobongo, and GroupMe were all contenders in the group messaging app battle. According to an infographic published in TechCrunch, GroupMe won at SXSW. Now, I’m not sure if the results were skewed since GroupMe were serving free beer and yummy grilled cheese sandwiches. Marketing is king at SXSW.

2) iPad 2: Opening day of SXSW fell on the same day that the iPad 2 became available in the US. Apple made it convenient for the fellow SXSW tech aficionados to get their hands on the latest tablet by opening up a pop-up store in the heart of downtown Austin. Yes, iPad 2 was heavily talked about at the festival. Plus, we saw a lot of tablets being held up in the air, as people were testing out its camera feature. (I hope this doesn’t become a trend) As expected, the iPad 2 was pretty much sold out…well, they only had 64G version in Austin.

3) Mobile app creator. Everyone wants to create a mobile application. Many bloggers and online publications have the influence but not the budget to invest on a mobile application. New platforms are coming out help alleviate that problem – so people can produce high-quality apps at an affordable price. Plastic Mobile will soon be launching its mobile platform called Joomo (pronounced “You-Mo”). It’ll create applications for all platforms on smartphones and tablets based on a site or blog. Learn more about Joomo by checking out our site (it’s in beta): www.joomo.com

4) QR Codes: The movie Source Code with Jake Gyllenhaal premiered at SXSW. Microsoft was a sponsor and used its Tag technology to promote the film. Essentially, Microsoft Tag is a form of QR Code where you scan the barcode and it’ll direct you to a specific site. The Source Code tag, took its users to a social game on Facebook. The game itself was based on the movie. Are we seeing a new trend for Hollywood in order to promote its films?

5) Deals: As Groupon leads the race on the daily deals space many other mobile applications are jumping on the bandwagon. Facebook has announced that they are testing daily deals in a few US cities. The co-founder of Foursquare, the geo-location mobile app, said in a SXSW presentation that they are aggressively looking into offering more deals for its users. All I have to say, let’s move away from the discounts on spas, massages, or bootcamp sessions. New deals please!