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Mobile World Congress 2015 – Xploree Search and Discovery Platform

KeyPoint Technologies will be introducing their latest innovation – Xploree Search and Discovery Platform at this year’s Mobile World Congress in Barcelona, March 2-5.

Our team, including Sumit Goswami, CEO KeyPoint Technologies, Helene Anderson, Head of Marketing and Prima Dona, VP Innovation, will be participating in the largest global conference for mobile industry leaders in Barcelona this year.

Xploree is empowering brands and services with an innovative and effective mobile platform to reach their audience with intent precision in the users’ exact moment of need. We’re proud to have partnered with many leading brands and helping them reach out to millions of new consumers in a very likeable and unobtrusive way. Our CTRs are already much higher than the industry standards and this coming year promises to be extremely exciting and happening for us.

If you are attending Mobile World Congress in Barcelona this year, do stop by and we’d be glad to demo our product Xploree. We are at Hall 6 Booth 6K50 Stall 6. You can also schedule an in-person meeting to ensure we are around to meet you.

We are looking forward to this year’s Mobile World Congress to share our innovation and to cheer the new creative solutions in the mobile universe.

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Location is a context, not THE context

This article originally appeared on Product Nation

Being context aware is about knowing location, identity, activity and time.

Many context-aware technologies give a huge importance to location, but location is just one aspect of context, not the context. Location awareness can improve user experience, but knowing a user’s preferences and specific environment makes it all the more personal and all the more powerful. Mobile apps and devices can tap into this information, as can ad platforms, to create relevant experiences for consumers. Location is certainly important, but it’s just one piece of the puzzle.

There are plenty of applications that use location-awareness successfully from tracking deliveries to managing inventory or simply helping a user find their lost smartphone, or even a pet. But what if those same applications could know, not just where you are, but what you’re doing? Or better yet, what you’ll be doing or needing in the future. In that case, you’ll get a lot more targeted and helpful information rather than educated guesses.
 

The experts say…
According to Gartner Inc., “context-aware technologies will affect $96 billion of annual consumer spending worldwide by 2015.” In addition, the company’s research shows that by next year, 40 percent of smartphone users will opt-in to context service providers that track their activities. This would equal about 720 million people, by their count. The research company believes that transportation, utilities, energy and healthcare firms, in particular, stand to gain from these trends.

“Context-aware computing is the method by which new experiences are constructed that blend information from mobile, social, digital and physical world sources,” said William Clark, research vice president at Gartner. “The disruptions caused by context-aware computing will include major user, technology and business shifts, including the use of model-driven security in fraud detection and prevention, convergence in television, game, Web and mobile advertising, and new styles of application programming.”

He added that “organizations that do not prepare for thoughtful information sharing — balancing usage, privacy and business models of consumers, context providers, and the enterprises themselves, will be at a severe disadvantage.”

Currently, context-awareness is being leveraged by mobile applications and wearable technology such as fitness trackers from companies like Fitbit, Garmin and Nike as well as numerous smart watches like the upcoming Apple Watch, and finally, Google Glass. In the app realm, one example is Easilydo, a virtual assistant that manages your contacts, calendar and more, in much the same way that Google Now does, by learning from your actions and stored data.

These smart apps and devices are still limited in their intelligence; they only know what a user shares whether it be actively or passively. For example, location-awareness becomes a challenge when one is indoors and out of range of Wi-Fi. Beacons, standalone devices that beam Bluetooth signals, are one solution that can be seen in the retail sector, where stores can communicate with shoppers, for example. Apple has joined the game with iBeacon, which is built into its devices and OS and can communicate with compatible beacons at retailers. Additionally, apps like Placed can be used to launch apps based on which room of your house you’re in, which makes the beacon experience more personal. But there is so much more potential to be tapped in this arena.

 

How business benefits
On the business side, mobile ad platforms can use your location to serve ads, but they can become more targeted through user profiling. Here too, location is just one tool at their disposal. InMobi, a mobile ad network, uses context-aware technology to create “SmartAds” which exploit a user’s immediate environment to trigger relevant ads. For instance, a user checking the weather on a hot summer day might see an ad for a cold drink or an air conditioner; conversely, on a snowy day, that same user might see an for a hot drink or winter boots. Looking into the future, a platform that knows not only that a user is at a ski resort, but is actually skiing, could serve ads for nearby après ski locations, or other relevant businesses and services.

These apps and devices are only scratching the surface. Currently, all of them require at least some user intervention or prompting. Eventually, we’ll see smarter applications that can infer more about a user, digging deeper into their interests and preferences and learning from mistakes. For instance, apps could know without explicitly asking, where a user works and lives and what their regular schedule entails, and when they might need a break–almost reading one’s mind.

The possibilities are endless.

Guest Post by Prima Dona, Keypoint Technologies

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Collaborating with consumers in their mobile moment of need

Originally published on Digital Market Asia

Mobile adoption rates are increasing all over the world and smartphone engagement is playing an important role in decision making process for customer purchases. Today we know where our consumers are, what their preferences are and even predict what they would like to find or buy in the next moment.

As in any journey, experience is foremost. Purchase intention and positive brand image increases with brand service and engagement value and flow experience. Brands need to step up their game to improve the experience throughout the buyer’s journey.

Overall, marketers need to focus on three crucial factors in order to deliver a positive and memorable user experience:
• Serving mobile users in their moment of need
• Making content or services relevant and contextual
• Delivering a non-interruptive user experienceNew Picture

Mobile users expect immediacy
When users pick up their mobile devices, the primary expectation is to access content, find help, share information and get things done in that very moment. When marketers fail to meet the immediate needs of their users or serve content and information that is irrelevant, the services and content can be a turnoff for the user.

Mobile offers an incredible opportunity to engage consumers with highly targetable deals and services closest to the users’ purchase or consumption intent. If brands can deliver service and content in expected immediacy and context, users’ likeability factor is likely to increase.

A success story on serving users in their moment of need
New Picture (1)A recent success story of a company that meets users’ immediate needs is Uber. Uber is a car service company that immediately connects riders and drivers through its mobile app. The Uber smartphone app accepts real-time requests from users who want immediate car service. Uber’s efforts are just one example of how meeting the immediate need of a user is shaping the future of search and service.

Weaving intelligence into contextual content

New Picture (2)On relevancy and hyper-context, Emu promised to be an efficient messaging app that lets its users message each other about say, a lunch date and get instant information on restaurant location or ratings etc. within the app. Letting you do more of what you need in fewer clicks or switching between apps, Emu did promise to do a lot, and has been a recent Google acquisition. We might see its integration with Google which already is refining its capabilities in delivering relevant and hyper-contextual search results.

Another interesting player who got their mobile moment story right is WeChat. With a single usecase of enabling their users in China to book a taxi ride from within the chat context, their taxi ride partner Didi Dache received 0.7M taxi bookings per month via WeChat. That is a vision of meeting a pertinent user need in the mobile moment.

Give users a non-interruptive experience
Mobile ads are usually not click-worthy because they interrupt users’ actions and experiences. When users are playing a game, watching a video or browsing the Internet, they do not want to be interrupted by pop-ups or an unexpected ad.

Interrupting users’ experiences inhibits a brand’s ability to engage consumers and limits the effectiveness of the service and offering. One way to drive an effective user engagement and to create a positive user experience is to give users control and let them decide how and when they want to interact with a brand. Another way is build the intelligence around the consumers needs at the point of intent to bring relevancy and accuracy to the brand engagement.

Customers tend to perceive pre-targeted content and services in a more positive light when they have more control. Marketers must focus on giving careful consideration of users’ needs, preferences, interests and context. A hyper-contextual, useful user experience combined with an uninterrupted flow is essential for a successful campaign and a positive brand image.
Early this year Jason Spero, Google’s head of performance media, talked of helping advertisers realise and measure the ‘full value of mobile’. He touched on Google’s vision of mobile moments around a consumer that marketers must engage with and part of how locally relevant experiences is relevant to this vision.

Industry’s first pre-targeting platformNew Picture (3)
In alignment with the the ad-tech momentum around mobile moments, we have spent more than a year researching and prototyping products that define hyper-contextual happy mobile moment experiences for consumers. Ensuring likeability and user engagement through a user’s mobile experience, Xploree intelligently empowers users to discover & search services, content, deals and offers when they need it. Xploree, New Picture (4)powered by KeyPoint Technologies is an innovative search and discovery platform that is user initiated and non-intrusive.

Providing what perhaps Emu could not achieve, Xploree is a platform that works with all messaging apps, helping marketers and brands to connect with users in three ways: through discovery, search and intent.

‘Mobile Moments’ are THE opportunities
By 2018, e-commerce sales across many retail categories are projected to grow to USD 414 billion. With increased innovation opportunities and users that are more receptive to finding new technology that serves them in their ‘mobile moment’, this is an exciting time for brands to improve their users’ mobile experience and buying process.

– See more at: http://www.digitalmarket.asia/collaborating-with-consumers-in-their-mobile-moment-of-need/#sthash.hSXrzPuN.dpuf

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Integrating Localization in Mobile Strategies

This post originally appeared on gizmolead.com

 

The proliferation of smart devices and the latest technologies have changed the way people interact with each other, unlocking several opportunities for e-commerce players to make the most of the available technologies.

Mobile devices are increasingly becoming the preferred media choice with the greatest impact on consumer purchasing behavior.  With millions of users around the world accessing mobile info in local languages, there is no doubt that localized campaigns and local-language content is ranking high in marketing strategies.  Companies and organizations are now reaching out to a wider set of audiences and making products available to them.

It’s All About Being at the Right Place at the Right Time:

As mobile marketing matures in this decade, it is important to integrate localization in mobile strategies. Successful marketing campaigns are about delivering consumers value in an engaging manner and in a way that connects with them. Successful campaigns are seen through delivering the right content at the right time to users in their “mobile moment.”

Recent studies show that most Internet and mobile users prefer localized content and ads. With multilingual ad campaigns, marketers have a better chance in building an effective campaign with a wider reach and have a huge opportunity to promote their products and service in a global marketplace.

The Benefits of Being Global to Local

Being an international business

The growth of the Internet has placed businesses in a position where international trade is virtually on their doorstep. However, we live in a world where there isn’t one uniform language and that’s a key fact to accept. To be recognized as a global player it is important to communicate in the local language of the particular region.

Building confidence and creating trust:

A solid localization strategy incorporates multiple languages. It is a general mindset that customers are more likely to trust and do business with companies who can interact with them in their most preferable language.

To build a strong presence it is important to secure and make consumers feel comfortable so that they can learn more about your business in their own language.

Be conscious

When companies use the multi lingual approach it shows they care and understand the requirements of their users or consumers.

Show cultural sensitivity

A properly designed multilingual marketing strategy can break down potential cultural barriers. Overseas customers can stay in their comfort zone rather than struggling to understand what is being communicated to them. Culturally informed usability is never a bad thing.

A study earlier this year by Flurry shows that consumers spent 139 minutes out of 162 minutes of overall mobile engagement per day with apps. Hence for publishers it becomes important to bring value to the consumers with delightful features and offerings in their local language. The language forms a key piece in the mobile moment of a glocal consumer.

Conclusion

To capture a bigger portion of the global ecommerce pie, marketers must understand the importance of mobile as 50 percent of people who own a mobile phone use it as their primary Internet source.

It is important to include a localization strategy that suits all of your business goals no matter where you’re doing business.

Contributed by: Prima Dona – VP Product Innovation, IP, Business Strategy at KeyPoint Technologies

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Exploring Mobile Moments and Building a Consumer Strategy for your App

This post originally appeared on Product Nation

It’s all about delivering the right message to the right audience at the right time. Today mobile offers us this capability to capture, analyse and execute in real-time on users immediate needs. Mobile is the disruptive force that is here to change long standing business models. When building a consumer strategy for your app, it is important to understand that the journey to business success begins with the consumers.
 
Influential factor of brand messages and services increases when the message caters to the consumer’s need, preferences, and context. Engagement and incentives can make mobile moments more memorable.
 
mobile momentsBrand experience must be pleasant and relevant to your consumers’ experience. However, marketers need to look beyond demographic, location specific or personal preferences and execute more on better targeting options like hyper-context. Hyper-context applications delve deeper in contextual understanding, going a step ahead to combine context with users past behaviours and preferences and to even predict the users’ need in the next moment. A personalized mobile experience that enriches consumer experience can augment favourable attitude toward a brand message, increasing purchase intention and significantly add to a company’s bottom line.
 
Consumer strategies on mobile must focus on improving engagement with consumers in their mobile moment – defined by Forrester as:
A mobile moment is a point in time and space when someone pulls out a mobile device to get what he or she wants immediately, in context.
 
The faster companies and marketers adapt to giving contextual experiences to their users the faster they would be able to keep pace with their competitors who are already engaging with their mobile consumers.

Starbucks of US has emerged as a clear leader in catering to consumers in their mobile moments of need. Building a strong loyalty program (My Starbucks Rewards), when members pay via smartphone, they get to redeem their awards for free drinks and food. Talking revenue, the rewards for the company has been huge: “The Starbucks app is on track to process over $1.5 billion in payment volume in the U.S. in 2014.”(Via Business Insider)
 
Adding on to their brand experience, Starbucks recently announced that they are ‘working on an order-ahead mobile application this year in a bid to speed up service and boost sales.’ The app will allow users to place their order before they arrive, reducing their wait time thereby adding to a more positive experience at their stores. Starbucks, through its successful consumer strategy has established a strong message on how influential factor of brand messages and services increases when the service caters to the consumer’s need, preferences, and context.
 
With a truly mobile-first Indian market, there is an unprecedented opportunity for marketers and brands to reach out to mobile users and capitalize through new innovative platforms that leverage on the mobile moments of consumers. According to Gartner the Indian eCommerce market will reach $6 billion in 2015 a 70 percent increase over 2014 revenue of $3.5 billion. The report cites the biggest challenge is in ‘getting the business digital commerce strategy right and adequate investments in people, process and technology to engage with customers across channels, which has been ignored by Indian enterprises so far.’
 
Brands and marketers must focus on creating a strong consumer strategy to increase customer connection and customer delight to overcome this challenge. Engagement and incentives can make mobile moments more memorable and add to measurable revenue growth and improved customer loyalty.
 
Insights for creating a better mobile experience
The App Publishers need to understand their consumers’ intent and patterns.  Once the app publishers identify these patterns and intents and analyse the need and behaviour, it will further help to pre-target user with relevant services, information and content. For example in iOS 8, users can take quick actions in response to a push notification like – accepting an invitation to a party, one-click offers on sensor enabled shoes which indicate a wear outAnother big step in this direction is Google’s step towards indexing mobile app intents/pages. This aids fastest hop discoveries of apps and services from one app to another. With such innovations, it gives marketers a hyper-moment of opportunity to make itself relevant and visible to users when they are in a moment of need.
 
Another scenario is about enabling a user looking for second hand cars via search, online discussions with friends etc discover great deals catering to his needs and specific to his location while conversing. It is a hyper-moment where the users’ needs have been seamlessly met by just a click, and on the go. Mobile apps have opened up brilliant opportunities to connect consumers and brands in the mobile moment.
 
Conclusion
Creating such mobile moment, a user can be given the fastest service to solve his need at that instance and helping simplify the process of buy and sell. Apps which are able to weave this intelligence into their offerings will succeed in connecting to consumers in enriching and positive ways. This will not only delight the consumer but will also benefit brands.
 
Contributed to Ms. Prima Dona – VP Product Innovation, IP, Business Strategy at KeyPoint Technologies