Posts Tagged Mobile

BOOM! Goes the dynamite.

It’s that time of year again, when warm weather is just around the corner. Everyone I know is putting a little extra effort into their workout routine to get ready for their sundresses and swimsuits, so I thought this was a great time to try out a few new fitness apps. This first of three fitness apps that I am going to review is Nike’s BOOM app, free to download on iOs.

The Boom app rates #27 in Apple’s free Health & Fitness apps. In that broad category, it is the 8th most popular app for working out (versus diet and nutrition), three of which are Nike apps. It is described as a motivational app that “syncs your music with your dynamic training workouts, with your sport’s most elite athletes and coaches motivating you along the way”. Upon downloading the app, there is no forced registration or Facebook connect. The first screen has a floating layer that prompts a download of motivational pep-talks from athletes and coaches. I think they could have skipped this part and automatically included the motivations, which is the primary reason behind downloading the app. Next, I was prompted to choose a sport: The options include football, basketball, hockey, rugby, soccer, baseball and cross training. This app is obviously geared to men because every visual is of a male athlete. I don’t think they should alienate women from the app, so I would suggest including a more gender neutral approach.  

Upon selecting cross training, I was given the option to watch a demo or go straight into my workout. The demo is really well done, explaining how to get the most out of the app and tailored to my sport selection. After that I was served with a footer navigation panel to scroll through, which included  working out, intervals, gameday, review my workout history, and setting. I moved forward by going into workout and chose a 45 minute cardio session. They floated another screen that suggested connecting to Facebook so that I could receive virtual cheers from my network. After selecting this option, it served an auto filled message to post to my wall, though I tailored with ease. Next, it integrated with my playlists and I was able to choose my “May Gym” playlist. While this seems like a lot of steps, it only took about two minutes.

I really enjoyed the user experience during my workout. It kept track of warm-up and cool down time and interjected motivational pep-talks from athletes about every five minutes. The part that really made me smile was every time one of my Facebook friends liked or commented on my wall I would hear a loud crowed cheer. It sounds cheesy, but it is actually really fun! After my workout, I could see the comments that my friends left in my workout history.

Overall, this was a really engaging app with an intuitive UX. I’m definitely looking forward to using it again. Great job, Nike!

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Research on regional magazines and their mobile approach

For the final project, my team is working with Tiger Oak Media to develop a mobile strategy. Tiger Oak publishes many local magazines, including Seattle Magazine. They currently do not have a mobile optimized site, although it does render onto the iPhone cleanly. They also do have an iPad app, which is a PDF of the most current issue. As part of my research, I have been actively searching out other regional magazine from across the country. My goal is to get a better feel for how many of the publications are providing mobile users with optimized mobile sites and/or mobile apps. I’ve been surprised to by my findings thus far. It seems as though this is an industry that hasn’t yet embraced the potential increased reach that a mobile strategy can provide if executed well.

The only major metropolitan magazine that automatically redirected me to a mobile optimized site was New York Magazine.  I searched for the magazine from my iPhone and was automatically redirected to m.nymag.com. The layout was clean, with the mobile user context clearly in mind during the design development. The interface provides access to five of the primary blogs – Daily Intel (news), Vulture, Grub Street, The Cut (fashion) and The Sports Section.  The videos played without any problems as well, which is a great feature for the phone. The one obvious function that was missing was a way to share/like articles on Facebook. Social media and mobile really go hand-in-hand, so hopefully that functionality will be built into the site in the future.

San Francisco Magazine offers a free iPhone application. I wasn’t able to find it in my initial search, because I searched for San Francisco Magazine. The iTunes store showed zero matching apps so I searched online and discovered there is no space in the apps name. After searching for SanFrancisco Magazine, I found the app and easily downloaded it to my phone. The app includes the four most current issues at no charge. One feature that I enjoyed was that it gives the option to view the issue you are going to read online or you can download it.  If you are going to have Internet access, it can be viewed online without using up data by downloading the whole issue. However, if you are going to be without connectivity, the download functionality is quite nice. The app is really just a reader and doesn’t provide special search functionality to the consumer. For example, a reader can’t search for recommended boutiques or restaurants, which would be a nice utilitarian feature.

This exercise was quite beneficial as I begin to think about the best approach for Tiger Oak Media. It makes me question why more local publications haven’t created a mobile optimized site or useful utilitarian app. Is the industry just slightly behind the curve or is there a fear that they wont see healthy return on their investment?

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Alaska Airlines SMS campaign

I am a frequent business traveler and a faithful Alaska Airlines customer. They have the best mileage program, friendliest flight staff and best customer service in the industry. I am also an avid mobile media consumer, so it makes sense that I have been keeping my eye out for advancements in their mobile strategy. Lately, I have been especially interested in their SMS campaigns. Overall their approach seems well thought out. I only receive a few texts from them a month, so I don’t feel bombarded with contact from them. Typically, the text messages are promoting a fare sale. This is an interesting use-case for an SMS alert, especially if it is a flash sale. The alert creates a sense of urgency that drives consumers to buy the tickets fast before the price goes up.

Today I received a text alert from them that wasn’t executed quite as well. The SMS was promoting the re-launch of their website.  There were two things that I noticed that didn’t work well. First, the brief message included two URLs, one for Alaskaair.com and one bit.ly URL. There was no clear call to action directing me to visit one site over the other, but I assumed the bit.ly URL would take me to a remodeled mobile site.  It did in fact take me to a mobile optimized site, but there aren’t any noticeable changes to the mobile site. The other URL took me to the full site, but I don’t believe that the intention is to have people view the full site from their mobile phones, because the improvements (which are great and were much needed, by the way) aren’t apparent from a small screen.

The other error on the text message was that it finished with what appears to be a random , 15character alpha-numeric code. Unfortunately, the error takes up a full line of real estate that could have been used to make the URL call to action more clear.  My alternative copy suggestion using the same amount of characters would be AlaskaAir: Alaskaair.com was remodeled! Be sure to visit us to see the improvements. Visit http://bit.ly/kCHrv7 to view our mobile site.

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A creepy, albeit entertaining, app.

I was browsing Tech Crunch today and came across an article featuring a new iPhone app called VideoMask. I’ll be the first to admit, I’m not big on entertainment apps. Almost all of the apps on my phone are utilitarian. I am not a big gamer, and will shop via an app only on rare occasion. VideoMask, admittedly has no purpose but to entertain. It allows the user do the lip-dubbing trick that you often see on late-night shows. Basically, you pick a picture of whoever/whatever you want and turn into a “mask” that will be the backdrop for your video. You then record yourself saying something and loop it over the picture. This all sounded pretty ridiculous but fun, so I thought I would give it a try.

VideoMask was easy to find in the AppStore. It cost $.99 cents, an interesting price point because if I didn’t work, I wouldn’t have been too bent out of shape. It is very self-explanatory. It even explains how to search for and save a photo directly to their camera roll in case the user hasn’t done so in the past. I went into Google images and saved a picture of Kate Middleton given that she has been on the news non-stop lately. I then used the front-facing camera to videotape my voice loop. Prior to taping, the app guided my through positioning my eyes and mouth over the eyes and mouth in the picture that I had selected. It worked fairly well, however the holes were grouped together. It probably would have worked together if the eyes and mouth could be positioned individually. After finishing the recording, a quick 20 seconds later, there is a video ready to view, email, or post to Facebook or Twitter.

I emailed the video to myself and was pleased to see that it arrived in a matter of seconds. The video is embedded in the email and plays flawlessly. Also, there is a link the VideoMask website. I tried playing the video and going to the website from my iPhone as well and both worked flawlessly.

This was a fun (and creepy) app. Definitely worth $.99.

Note: I don not have the premium WordPress account that will allow me to upload a video. However, I am happy to email the video to anyone who is interested in seeing it.

Tech Crunch Article: http://bit.ly/ia8GRI

VideoMask Website: http://bit.ly/hWPtcl

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Ford – SMS at it’s Best.

Last week our guest speaker, Philippe Poutonnet from HipCricket, highlighted several key considerations for executing a successful SMS campaign. The best practices included:

  1. Send a courtesy reply text to consumer following their campaign registration.
  2. Limit the number of SMS offers to 2-3 month to avoid inundating the participant.
  3. Leverage location-specific messaging by requesting zip codes.
  4. Consider both the time of the day and day of the week that would be most relevant for sending the SMS blast, especially if it’s food related.
  5. Maximize exposure by leveraging all marketing materials (direct mail, email blast, website and POS) to promote the SMS campaign.

In specific, Poutonnet discussed a campaign that HipCricket is executing for Ford Direct (Ford’s marketing division) that is still in it’s infancy. The campaign objective is to garner 50 qualified leads on a monthly basis. The campaign leverages their TV buys, by prompting viewers to text a key word to a shortcode. The end goal is to get you to answer enough questions that they can qualify where you are at in the buying process and get you in touch with a sales associate.

After hearing about the campaign, I decided to test it out to see if it followed the best practices that Poutonnet had laid out for us in the beginning of his presentation. Here was my transaction:

Me: FORD

FORD: Thx 4 texting Ford. Reply with your favorite Ford Model to get more information Details www.fdevent.com. Msg+Data rates may apply. Stop=Outout.

Ford: Reply w/your ZIP CODE 2 get ur local offer. Details: www.fdevent.com. U will receive future offers from Ford. Msg+Data Rates may apply. STOP=Optout HELP=help

Me: 98225

Ford: $1K Rtl Cstmr Cash + $1K Promo Rtl Bonus Cstmr Cash www.fdevent.com Want offer from ur local dealer? Reply w/ur full name 2b contacted

Meg: Meg Brown

Ford: Your local dealer will contact you shortly, in the meantime you can continue your research at www.compareford.com

I was called by ford the next morning.

I actually think this campaign was executed really well. Not only did it meet the MMA guidelines, but it also followed HipCricket’s best practices. They maximized their other medium to drive participation, acknowledged receipt of my text, asked me a few questions to qualify my buying interest, found out my location, provided timely discount offer and then had a sales associate follow up at an appropriate time of day.

The one suggestion I would make would be to that they could probably eliminate one step in the texting process by having customer segmentation start at the time of the initial interaction. For example, instead of using FORD as a shortcode, why not use FOCUS or ESCAPE (etc)? I also like that they include URL’s to drive traffic back to their site. This is a nice example of integrating SMS into the larger campaign.

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Mobile Gift Cards: Taking advantage of the rise of mobile ecommerce

American Eagle’s website currently highlights gift cards as a great holiday gift idea. One of the three giving options is a mobile gift card. I figured that this would be an interesting test of mobile technology, mobile user experience and mobile ecommerce, so I decided to send myself a $25 gift card and give it a whirl.

The first step in the process was to customize the look of the card. There are many styles to choose from, many with AE branding or holiday themes. Next, I chose my gift amount and wrote a message. Finally I entered my billing information and submitted my payment. Setting up the mobile gift card was a breeze. It let me know that the recipient would also receive an email confirmation for their records. It didn’t let me know that the transactions takse a day or two to complete. So although I set up the card on Wednesday night, I didn’t actually receive it until mid-day on Friday. There are obviously reasons for the delay, like ensuring that the payment clears, but it would be logical to call this out to the user so that they don’t expect the recipient to get the card immediately.

The text notification was clear in it’s copy: “Congratulations! You have received an American Eagle gift card. You can view it at https://www.wgiftcard.com/m/156919/47/SFsMR/1. What are you waiting for?!” The URL worked fine, so no complaints there. I would suggest that the copy include the name of the gift giver so that there is no confusion in regards to whether this is a legitimate message or if it is spam.

Upon clicking the link, the browser took me right to a mobile card with my message (“Testing a mobile coupon for MCDMMOB!”) with an account number and pin number. It explains that the card can be renewed in-store or online. I decided to try to do the entire shopping experience on my mobile phone so that I could also gauge the usability of their mobile optimized site.

From the gift card, the navigation options are:

  1. Wish List
  2. Store Locator
  3. AE Gift Cards
  4. Help

They should absolutely incorporate a clear CTA to start shopping. There was no direct link to go to the AE.com website, which seems to be the most reasonable next step. I entered www.ae.com in the browser and was pleased that it detected my mobile phone and redirected me to the mobile site. The site was laid out nicely, with clean navigation through the shopping experience. I found a couple items, filled my basket and went to check out.

Completing my transaction from the mobile device was seamless. There are a lot of forms to fill out (billing and shipping address, method of payment etc), but American Eagle thought through the forms and made sure that they were logical and well laid out, optimized for touch and had auto fill options.

Ultimately, I thought this was a great mobile execution. I don’t know that I would necessarily browse for clothes on their mobile site again, mainly because I like to compare more than one thing at once. Also, I am more likely to take my time on a stationary site, where as the use-case for mobile sites typically incorporates a short engagement time. That being said, the mobile gift card was a cool experience and would be a fun way to surprise a friend.

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Breitling: A Luxury Brand Nails Mobile Marketing

Many luxury brands have been hesitant to include mobile in their marketing mix. Their business model is often centered upon the philosophy of selling few units to a highly targeted demographic in order to maintain an aspirational brand identity. However, iPhone and iPad users are increasingly viewed as the luxury brand’s “sweet spot”, so there are an increasing number of luxury bands entering the mobile space. One of the brands that made this transition is Breitling, the high-end watch originally designed for aviation use but is more commonly worn as a status symbol.

One of the most important factors for Luxury Brands to consider to ensure mobile marketing success is  the importance of properly identifying the target demographic. I found Brietling’s iPhone app advertised in this week’s Time Magazine. Advertising in Time is a logical fit for Breitling. The demographics of Time Magazine readers and iPhone owners are well aligned. According to research published by State of the Media in 2009, Time’s median reader is 46.2 years old and makes $70,260 a year (http://bit.ly/7Byr9x). By comparison, 78% of iPhone users make above $50,000. In addition, of the roughly 6.4 million active iPhone users in the U.S., the majority (53 percent) are over 35 years old. There are even more users over the age of 55 (17 percent) than in the 18-24 year-old age bracket (13 percent). (http://bit.ly/ShIsb).  There are not Breitling approved, published figures of their brand’s target demographic. However, it is safe to assume that they target mid to high-income, GenX males, which would align perfectly with Time readers.

In the app store, Breitling claims, “The app offers a precise description, technical data, a portfolio, a video and 360° views give an extremely clear idea of the exceptional nature of the new Chronomat B01” (http://bit.ly/8KbtNJ). The app met that description perfectly. It was easy to find, and offered up a simple content hierarchy, with three main categories: product description, view in 360 and a customization tool. The product description covers 9 features including movement, performance and technical data. The 360 view allows the viewer to see every angle of the watch up close. The customization tool allows you to select your ideal case, dial and bracelet. After customizing the watch you can email a picture of the final product to yourself (or someone else if you are hinting at a gift).

The one area of the app that could have been optimized was the location-based search. Upon downloading the app, it asks if it can access your current location. However, if you want to find a retailer it doesn’t utilize that information. Instead the user has to manually input their country, state and city to select a jeweler. This is a pretty easy fix, so I would suggest incorporating it to ensure a polished experience, which is important for a luxury brand.

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