Mobile marketing getting better and better coverage

The popularity of mobile marketing as a means of reaching, interacting with, and monetising the interest of consumers is growing, according to new research.

A study of marketing managers from some of Ireland’s leading retail, restaurant and fast food brands, compiled by mobile marketing firm ZinMobi, identified the technique aimed at mobile devices as the most effective way of delivering an effective return on investment.

ZinMobi chief executive, Brian Stephenson said the results reflected brands’ increasing awareness of mobile marketing, as conventional methods begin to wane in popularity.

“What excites me about these results is the way that brands have recognised mobile as the instant marketing channel with campaigns quicker to deploy, and delivering instant results.

“Smart marketing managers can now drive instant footfall and sales literally at the touch of a button,” he said.

“We believe that every business knows enough about its customers… to deliver highly-targeted and trackable campaigns.

“With consumers adopting mobile as their platform of choice, brands who do not embrace smart mobile marketing will be left behind,” Mr Stephenson said.

Mobile marketing strategies were also considered to be the quickest to set-up (84%) and the fastest to deliver results (61%), according to the survey.

Awareness of these marketing strategies is spreading too, according to the research, with just 10% of companies not expecting to employ mobile marketing this time next year, compared to 26% presently.

Rather than solely looking to inform its customer base, brands are also increasingly using mobile marketing to engage with consumers through sending coupons or offer messages.

In Ireland, mobile internet access has reached almost a quarter — up 59% on last year, according to a separate report published by StatCounter yesterday.


Syniverse Launches Mobile Engagement Suite to Help Companies Enhance Customer and Employee Experiences


Today, Syniverse announced the launch of its Mobile Engagement Suite that helps companies securely engage with their customers and employees anywhere, anytime, and on any mobile device. The suite is composed of two solutions – Mobile Engagement for Customers and Mobile Engagement for Employees – that help companies enhance customer acquisition and loyalty strategies through personalized, two-way communications on any mobile channel.

To date, nearly 10 multinational brands have signed contracts with Syniverse for the Mobile Engagement Suite. One of these companies, U.K.-based mobile video service provider, is using Mobile Engagement for Customers to connect U.K. football clubs with their international fans via rich video content.

“Syniverse’s extensive global reach to more than 6 billion connected devices made the company our first choice as a mobile solutions provider,” said Steve O’Meara, CEO, “The capabilities of the Syniverse Mobile Engagement Suite enable us to connect customers with sports fans in real time with a richer, more compelling experience anytime, anywhere.”

With Syniverse Mobile Engagement for Customers, companies can use subscriber data to enrich the experience for their opted-in customers through secure real-time mobile campaigns and notifications such as loyalty programs, coupons, surveys, contests and trivia. The GUI-based solution makes it easy for companies to create custom campaigns to connect with customers via multiple channels, including SMS, MMS, web, social networks, mobile app push notifications and email.

For internal communications, the Syniverse Mobile Engagement for Employees solution enables companies to broadcast critical information to employees through mobile channels, including email, SMS and voice calls. With this solution, companies can preconfigure request and response behavior for any scenario via threaded, multi-channel communications. These communications could include critical company updates such as weather-related closures, disasters or other time-sensitive situations. Additionally, this cloud-based service allows companies to quickly deliver automated messages to individuals or groups based on keyword responses (e.g. yes, no, maybe) and pre-determined escalation behavior while tracking communications with real-time monitoring and post-incident reporting.

The importance of delivering mobile-centric customer experiences was recently highlighted in a Forrester report that stated: “Because people carry their mobile devices with them at all times, mobile moments – points in time and space when someone pulls out a mobile device to get what they want in their immediate context – are the frontline of customer experience. That’s why every consumer experience improvement effort, starting now, must include mobile.” (Source: Forrester Research, Inc., Mobile Moments Transform Customer Experience, January 2014)

“Users have come to expect secure mobile access anytime, anywhere, which is why we created our Mobile Engagement Suite to ensure companies can exceed customer and employee expectations for instant access and two-way interactions with nearly every mobile connected person,” said Dave Murashige, General Manager, Enterprise and Intelligence Solutions, Syniverse. “With our extensive reach to mobile users across the globe, we enable our customers’ success with the ability to scale their mobile engagement strategies in line with their future growth while promoting and protecting their brands.”

Syniverse’s Mobile Engagement Suite is part of the company’s Enterprise and Intelligence Solutions (EIS) portfolio of mobile cloud solutions that enable companies to seamlessly integrate communications across multiple mobile channels. Offering customers mobile-user protection and privacy, including management of opt-out and double opt-in processes, Syniverse’s mobile cloud solutions have been deployed by companies including Amazon China and MasterCard that rely on the Syniverse platform to deliver operational excellence.

Industry recognition continues to build for Syniverse’s EIS portfolio, which is a finalist for the 2014 Financial Innovation Awards and was also a finalist at this year’s CTIA-The Wireless Association Emerging Technology awards.

About Syniverse

Syniverse is the leading global transaction processor that connects more than 1,500 mobile service providers, enterprises, ISPs and OTTs in nearly 200 countries and territories, enabling seamless mobile communications across disparate and rapidly evolving networks, devices and applications. We deliver innovative cloud-based solutions that facilitate superior end-user experiences through always-on services and real-time engagement. For more than 25 years, Syniverse has been simplifying complexity to deliver the promise of mobility – a simple, interoperable experience, anytime, anywhere. For more information, visit, follow Syniverse on Twitter or connect with Syniverse on Facebook.


As Apple Pay Hits, Visa Signals Hopes To Be Mobile Payment Player

The masses lining up to get their hands on Apple’s new iPhones Friday will also gain access to the tech company’s new payment platform — Apple Pay. Visa wants it known that as purchases go mobile it plans to maintain its spot in your pocket.

Thursday morning Visa Visa announced that it is working with J.P. Morgan Securities to explore options for exiting its 5.5% stake in Monitise Monitise, an early leader in mobile payments. As the battle heats up among tech companies to define the burgeoning space, Visa plans to build out its internal mobile payments capabilities.

Visa first invested in Monitise in 2009, buying a 14.4% stake and entering into a platform development partnership. Back then it saw the young and relatively small British company as, “an early thought leader” that had “a vision of making mobile banking mainstream and extending that functionality to mobile payments,” said Bill Sheedy, Visa’s executive vice president of corporate strategy, in a statement.

Visa maintains that tapering off holdings over time is consistent with its investment practices and driven (at least partially) by Monitise impressive growth. Yet it is clearly no coincidence that the world’s largest payment card company is looking to unlock funds for its own mobile ventures as Apple’s platform is unleashed.

When Apple Apple announced Apple Pay earlier this month Visa announced its Visa Token Service would be compatible with the product. Tokens replace the payment information on plastic debit and credit card and are stored on your mobile device.

“Combining the trust, scale and security of Visa payments with Apple Pay will accelerate adoption of mobile payments,” said Visa CEO Charlie Scharf in a statement the day of the Apple Pay unveil. “We said from the beginning that token services would provide great new consumer and merchant experiences, and you’re seeing it today in our efforts with Apple, and there’s more to come.”

Visa’s stock did not move on the news but shares of Monitise, which trade on the London Stock Exchange, were down close 30% with about an hour and a half left in the European trading day.


For Travelers With Phones, T-Mobile Is Best Bet, Home And Abroad

Two years ago Apple first released its iPhone 5, and here at I wrote a column titled “Why I Unlocked My iPhone and Switched From ATT To T-Mobile.” Well, times have certainly changed – for the better.

Back then my major concerns were the horrific international prices, policies and customer service of ATT and getting as far from the company as I could. I also wrote a piece detailing how a regular international traveler like myself could save big on both voice and data overseas by unlocking a smart phone and using a different SIM card outside the US.

Two years later, as Apple rolls out yet another new model, the iPhone 6, most of what I wrote about international travel has become obsolete, and phone usage abroad is cheaper and easier than ever, mainly thanks to T-Mobile. I have to admit that the main reason I picked them at the time was simply because they were not ATT, but in the past two years as a regular paying customer (I’ve never received any special treatment or freebies from T-Mobile), I have seen the company roll out beneficial innovation after innovation, beginning with the elimination of annoying long term contracts, and today, especially for travelers, I couldn’t recommend anyone else.

Map of world

Want free data and cheap calls worldwide? T-Mobile now makes it easy. Photo:Wikipedia

The sea change occurred when they introduced truly unlimited texting and data worldwide as part of their very reasonably priced Simple Choice plan, plus much lower voice rates. That’s it: no changing SIM cards, no having a different number abroad, same phone, same number, same plan, same service, at no extra cost. It sounded too good to be true but now that I’ve used it several times in different countries, it is the real deal, smooth as silk, really no different from being in the US (except there is often even better coverage). The plan works in over 120 countries, and from all of them, if you do make voice calls, they cost a flat rate of 20 cents a minute. Yes, you can still get cheaper calling through a local SIM card, but at that price, unless you are an extremely heavy voice user, why bother? Plus you don’t need an unlocked phone to make it work. And because I get a welcome text as soon as I step off the plane confirming service, I don’t have to keep the list of 120+ countries in my head and worry that I’ve landed in one of the few not covered (that has not happened yet, as the list is pretty exhaustive in terms of places most travelers will go).

So basically, T-Mobile made international communications painless, cheap and easy across its entire platform of iPhones, Android-based phones and others. Personally that’s enough for me. But there is quite a bit more.

Just last week, the company announced its new “Wi-Fi Unleashed” program, under which every single smartphone it sells, regardless of brand, will offer free Wi-Fi calling and texting capability. ““Wi-Fi Un-leashed is a game changer. This is like adding millions of towers to our network in a single day,” said John Legere, president and CEO of T-Mobile via a release. With this feature, which requires no app to install and no additional IDs or passwords to manage, customers can also make free Wi-Fi calls to the United States from anywhere in the world, all using their existing T-Mobile number. It’s like Skype, which I already used on my iPhone overseas, except seamless and cheaper, with better quality sound.

There’s still more: Starting yesterday (September 17), every Simple Choice customer with a home broadband connection can get a free T-Mobile Personal CellSpot ($25 refundable hardware deposit). According to the company, 57% of wireless users say calls often drop in and around their home, so the Personal CellSpot delivers more reliable service at home or office, and can either completely replace your existing Wi-Fi router or operate in parallel with it. The company claims that the Personal CellSpot “comes with unique patent-pending technology that prioritizes voice calls for crystal clear HD voice.”

Finally, as part of the “Wi-Fi Unleashed” program, T-Mobile partnered with Gogo, the world’s leading in-flight connectivity service, to offer Simple Choice customers free unlimited text and picture messages, plus visual voicemail, while airborne on any Gogo-equipped flight (U.S. based airlines only) which it says covers more than three quarters of all domestic flights.

If a year ago you had told me that my wife and I would both get unlimited free data around the world, plus cheap international calling, free in-flight texting and email, a home Wi-Fi transmitter, and free Wi-Fi calling and texting worldwide, for about the same monthly bill I was paying before, I’d have said “impossible.” But it’s not impossible – it just happened.

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Mobile Internet Usage Soars by 67%


The use of mobile devices to access the internet has increased by 67% worldwide over the last 12 months according to StatCounter, the independent website analytics company.

The report from the company’s research arm, StatCounter Global Stats, finds that while desktop remains the most popular means to access the web on 64.6%, mobile has grown rapidly from 17.1% to 28.5%. Tablet devices account for 6.8% of internet usage, compared to 4.8% 12 months ago. (Screenshot:

StatCounter announced the findings to mark the launch of its new web analytics apps for iOS and Android. These apps, which are free to download and use, are available from iTunes or Google Play.

Mobile usage has already overtaken desktop in several countries including India, South Africa and Saudi Arabia,” commented Aodhan Cullen, CEO, StatCounter. “All indications are that this trend is set to continue, which creates new challenges and opportunities for businesses globally.”

He noted that just three years ago desktop was the number one platform across all countries. StatCounter has produced an animated world map to show how this has changed since then.

Mobile internet usage in the US has grown by 73% over the last 12 months to reach 24.4% in August. UK mobile internet usage is up by 69% to 23.2%. Other individual country stats are available at

Cullen added that mobile internet usage is increasing faster than tablet usage. “The slower growth of tablets may be due to the trend towards larger screen smartphones. It will be interesting to see whether Apple’s new larger iPhone 6 Plus becomes a tablet killer.”

StatCounter Global Stats data is based on over 15 billion page views per month to over three million websites.

Independent web analytics specialist StatCounter ( tracks millions of websites globally. Its new mobile website analytics apps allow members to view familiar StatCounter reports including weekly traffic trend analysis; recent visitor activity; incoming traffic sources plus other data.

StatCounter also recently announced a new feature in response to Google’s controversial removal of keyword data. By integrating Google Webmaster Tools data into its reports, StatCounter has given its members the ability to easily analyze all available keyword data.



Social Media Key to Mobile Marketing Success

Two of the biggest barriers mobile marketers face boil down to understanding consumers and prioritizing short term initiatives over long term trends.

Understanding where and how consumers use mobile is critical to successfully engaging them, with social, location and apps all playing a role, according to a report from Millward Brown Digital.
The study revealed more than one-third (34 percent) of shoppers perform shopping-related activities on their mobile devices while in-store, and nearly one-quarter (23 percent) of shoppers who use a mobile phone in-store use a social network.
“Two of the biggest barriers mobile marketers face boil down to understanding the consumer and prioritizing short-term initiatives over long-term trends,” Rachel Eisenberg, vice president of strategy and marketing for Millward Brown Digital, told eWEEK. “Mobile is inherently a more personal device and as such consumers have a different relationship with brands via mobile than they do via other screens.”
Eisenberg warned marketers can’t just assume the consumer insights they use for other screens will hold for mobile–it’s different and therefore needs to be given special attention.

“The other challenge marketers face is measuring mobile ROI. This becomes especially relevant when marketers forego mobile investment because the inability to measure ROI in the short term is prioritized over the long-term trend,” she said. “Marketers need to be careful because if they don’t make the investment now, they run the risk of being behind when mobile accounts for an even greater percentage of consumer activity.”

More than half of them use the social network for product or brand discovery or for peer feedback on purchases rather than for socializing.
Eisenberg said social media is an important element of the mobile experience. Nearly 75 percent of consumers ages 18-44 access a social network daily and the most-used device is the smartphone, she noted.
“Furthermore we’ve found that social’s influence extends far beyond entertainment or socializing,” she said. “Fifty-four percent of consumer that accessed a social network while in store did so to discover or get peer feedback on a brand or product. This has big implications to how brands can participate in the mobile consumer journey.”

In addition, many consumers (46 percent) use both apps and browsers when mobile shopping, although 72 percent of consumers who use shopping apps have fewer than five of them installed on their phones.
The report noted that for mobile advertising to be effective, marketers must understand how channel insights inform the creative and media.
On average, mobile advertising campaigns outperform on key metrics, including brand awareness, brand favorability and purchase intent.
“Prioritizing the mobile opportunity is key for marketers. Many brands have one to two people focused on mobile compared to sometimes hundreds focused on TV and online,” Eisenberg said. “Marketers need to continue to evolve their focus as consumers evolve their device usage.”
Top performing mobile display ads feature consistent branding, a simple color palette, a focused message and a perceived value to the consumer.
Best-in-class mobile video ads intrigue consumers by starting a story but not telling the whole story. They also work best when they combine video with an interactive layer, use simple and clear messages and aim for a strong emotional response.


Mobile marketing automation firm Swrve raises $10M

Mobile marketing automation startup Swrve has raised $10 million to fuel its sales, marketing, and engineering expansion.

The second round of funding is one of the first tasks accomplished by Christopher Dean, who became chief executive of San Francisco-based Swrve three months ago. Swrve combines elements of an ad network, analytics solution, user engagement engine, and user acquisition tool.

Swrve has made itself useful to both gamemakers and mobile-app companies. It has broadened its customer base to more than 100 firms, Dean said in an interview with GamesBeat. It now has more than 500 million unique device identities, and it processes more than 3 billion events every day. Some customers include Activision, Warner Brothers, Beamly, Electronic Arts, and Tagged.

Those companies use Swrve to find out data about their best users, what their preferences are, and how to get them engaged with a game. It offers multivariate testing of options, a dashboard for easier analysis, and an ability to personalize the user’s experience with an app in real-time.

Acero Capital led the round. All existing investors, including Atlantic Bridge and Intel Capital, participated in the round. Acero general partner Rami Elkhatib has joined Swrve’s board.

Dean is a former Urban Airship and Skype executive. He said Swrve’s customer base has grown more than 300 percent in the past year, and its nongame app customers have grown 10 times. To deal with that growth, Dean said the company will add another 25 employees this year. A year ago, Swrve had 30 employees.

“As our conventional understanding of ‘e-commerce’ becomes increasingly obsolete and more and more consumers conduct business via mobile devices, it is platforms like Swrve that will control and grow the consumer relationship,” said Dean. “Our vision is to orchestrate the messages and content around data and increase the retention of users to make them lifelong customers. We are moving to nontechnical customers in a wide variety of markets, and this capital will enable us to reach them quickly and efficiently.”

“After a deep dive in the mobile marketing automation space, we found that Swrve is in a league of its own,” said Elkhatib in a statement. “Its mobile-first platform provides a complete vision for personalizing and optimizing every step between consumers and the brands they love. And more than 100 brands have signed on in the last 18 months. With this kind of momentum, I’m looking forward to working with Christopher and the Swrve team to build a global leader in the fast growing $15 billion mobile marketing automation market.”

Robert Rose, an analyst for Digital Clarity Group, said mobile-app marketing automation is getting more and more competitive.

“Every mobile-app company will need to quickly evolve this skill to help them get ahead, retain users, and separate themselves from the 1.2 million apps currently in the market,” Rose said.

Swrve has raised $22 million to date. The backers in previous rounds included Intel Capital, SV Angel, the founders of Mochi Media (Jameson Hsu and Bob Ippolito), as well as two co-founders of Playfish, Sami Lababidi and Shukri Shammas. Other investors included the AIB Seed Capital Fund Limited Partnership, the Bank of Ireland Start-up Accelerator Fund, the AIB Seed Capital Fund, Enterprise Ireland, and other angel investors.

Reynolds and Steven Collins founded the company in 2010. It has a headquarters in San Francisco and offices in Dublin, Ireland. Altogether, it has 50 employees.

More information:

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adcash® Makes the Mobile Shift


One of the industry’s leading web display ad-networks adcash® went in-app and sees huge potential in the mobile ad market as mobile is still highly underused in advertisers’ marketing budgets.

The majority of consumers are already fully mobile using their smartphone as a primary Internet device. Brand advertisers and agencies however, are slower to make the shift with mobile still being somewhat underused in marketing budgets compared to web. The global online ad spending in 2014 is set to near $138 billion dollars, whereas the mobile marketing budget will only reach the $18 billion mark this year. However, research shows that this is about to change soon.

eMarketer predicts that next year the overall spending on desktop advertising will increase by just 0.41%, while mobile ad spending will grow a further 56%.

New advertisers are steadily entering the mobile and those who are already using it consider it highly profitable and do not hesitate to boost their mobile ad investments.

The future of mobile ads lies in-app.

Mobile ads are served to only a half of all smartphone subscribers. This means there is a huge territory in the mobile space just waiting to be tapped into by advertisers and publishers looking for mobile traffic acquisition and monetization. Research from Nielsen shows that consumers spend 89% of their mobile media time via apps. Therefore, there is no doubt that the future of mobile advertising lies within apps, simply because that is where the people spend the most time.

CEO of adcash® Thomas Padovani says “Taking into account the rapid increase of smartphone and mobile app usage, we launched our new in-app products for our partners worldwide to boost their revenue on mobile. Adcash® Advertising Technology has provided high quality advertising solutions for Web for more than 7 years now, and the transformation into providing equally outstanding deals for the in-app mobile space has been a natural advancement”

Bigger formats are essential for getting better results. Our cutting edge targeting technology enables to serve very relevant ads that are not disturbing for users.

We have launched the most efficient formats for in-app mobile advertising – Interstitial and Footer for both Android and iOS.

Interstitials are bigger and more attention grabbing than any other mobile ad format. Although many consider this format too aggressive, our data shows that full-screen size ads generate a higher click rate providing more quality traffic and higher conversion rates. We believe it is all about targeting, when advertising is relevant for users then it does not come across as disturbing but rather works like a native-ad.

In app footer format should not be underestimated, despite interstitials generating the majority of global mobile ad revenue. A static mobile banner ad in the footer works outstandingly because it offers a simple and effective way to engage the audiences with strong straight-to-the-point messages.

At adcash®, we strive to constantly develop new products to deliver our advertisers and publishers the best results, provide them the exceptional account management in 12 languages, and help them sustain mutually profitable relationships.

You can learn more about our new mobile in-app product and join our network now on!


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Getting Mobile Right: New Report Provides Actionable Approaches to Ensuring Mobile Marketing Success


Millward Brown Digital, the world’s leading digital experts in helping clients grow great brands, today released the Getting Mobile Right report, identifying the optimal approach for marketers to drive brand growth through effective mobile marketing strategies.

“Marketers are expected to invest nearly $20 billion1 in mobile marketing in 2015, but many are still struggling with the optimal approach,” said Stephen DiMarco, President, Millward Brown Digital. “Like all new marketing opportunities, getting mobile right starts with understanding the consumer. Consumers have a different type of relationship with their mobile devices – it’s an inherently more personal experience – therefore mobile changes the dynamics of relationships that consumers have with brands.”

With mobile now surpassing TV as the most-used screen among multiscreen audiences2, there remains little question about the opportunity this “always-on” channel presents for marketers.

The report highlights the key mobile business questions that should be top of mind for marketers and suggests next steps to help marketers get mobile right:

Understanding where and how consumers use mobile is critical to successfully engaging them – social, location and apps all play a role.

  • Over one-third (34%) of shoppers perform shopping related activities on their mobile devices while in-store.
  • 23% of shoppers that use a mobile phone in-store use a social network. More than half of them use the social network for product or brand discovery or for peer feedback on purchases rather than for socializing.
  • Many consumers (46%) use both apps and browsers when mobile shopping. Additionally, 72% of consumers who use shopping apps have fewer than five of them installed on their phones.

For mobile advertising to be effective, marketers must understand how channel insights inform the creative and media. On average, mobile advertising campaigns outperform on key metrics, including: Brand Awareness, Brand Favorability, and Purchase Intent.

  • Top performing mobile display ads feature consistent branding, a simple color palette, a focused message and a perceived value to the consumer.
  • Best-in-class mobile video ads intrigue consumers by starting a story but not telling the whole story. They also work best when they combine video with an interactive layer, use simple and clear messages and aim for a strong emotional response.
  • Synergy between creative and media is key – mobile campaigns deliver within the target audience more than half the time, compared to one-third of the time for online.

“It’s important that marketers begin to transition ‘mobile’ from a buzzword to a key component of their marketing strategies.” said DiMarco. “This report provides that deeper insight needed to help marketers get mobile right.”

For more information on Getting Mobile Right and to download a copy of the report visit

Millward Brown Digital will present the findings on the upcoming Getting Mobile Right webinar, Wednesday, Sept. 17, 2014 at 2 PM EDT. To register for the webinar, visit:

About Millward Brown Digital

Millward Brown Digital is the world’s leading digital expert in helping clients grow great brands. Millward Brown Digital delivers comprehensive digital solutions to help advertisers, agencies and publishers increase marketing effectiveness and drive brand growth. Integrated behavioral and attitudinal solutions help marketers identify, understand and engage consumers, plan and optimize media and increase total brand performance. Millward Brown Digital operates within Millward Brown North America and is part of Kantar, WPP’s data investment management division.

1 Mobile Marketing Association
2 Millward Brown’s 2014 AdReaction: Marketing in the Multiscreen World


Daddi Brand Communications
Bill Daddi, 646-370-1341