The ‘rise of mobile’ continues to power forward, with over half of internet traffic coming from mobile devices. With this progression also comes the continual evolution of mobile-related technologies. Whilst there is much hype and focus around these technologies, this report aims to uncover where Australians really are in terms of awareness, usage, ownership, and purchase intentions of wearable and other mobile-related technologies, as well as what consumers are purchasing with their mobile devices.
We used sophisticated audio watermarking technology, combined with gyrometer, accelerometer and timer, to ensure that viewers had to watch the TV show live or online for their chance to dig and win prizes.
Mnet created a world-first, award winning App that enables ‘first-response’ emergency services to provide critical incident information to central command centres quickly and securely. Central command centres are now able make faster, more informed and accurate decisions, helping save property and lives.
We believe the power of mobile and tablet devices will transform the way we live and that this transformation will affect every aspect of our work and personal lives.
Having a single place for brands to develop and execute engaging mobile strategies is critical to their growth.
In fact we believe it’s critical to their survival.
WHAT MAKES US TICK
At the end of the day it’s all about the experience.
That means intuitive and stunning user interfaces; it means a rewarding engagement; it means anticipating what technology can provide and what users need from your brand in a real-time, access-anywhere, satisfy-me-now brand experience.
And it means building and deploying the assets and marketing plans that connect our clients with their customers in a truly personal way.
Our team of 60 specialists across Australia and the USA thrives in a high performance culture that values innovation, collaboration and curiosity.
Above all else, we value our relationships with clients and the exceptional results we consistently deliver. You’ll find that our people will tirelessly seek to be your mobile partner, not your mobile provider.
It is this commitment to partnership and a shared sense of pride and ownership of results that truly unlocks the value that leveraging mobile technology can bring your business.
We have been pioneers in user-centred mobile engagement services since 2001.
On that journey we’ve stayed at the forefront of every technical innovation in mobile and we continually work to stay there.
We have learned a lot along the way and developed a whole range of technologies that enable us to support your business. For your business this means we take the complexity out of the evolving mobile ecosystem and translate this into innovative and robust mobile solutions.
Our strategists have a deep understanding of both mobile technology and user behaviour trends. We will identify and prioritise opportunities to bring mobile into your mainstream digital strategy.
We will lead the research, concept ideation and roadmap planning process; unlocking insights that will deliver mobile value-multipliers for your marketing and enterprise solutions.
Business process optimisation
Technology and Development
Our customer-focused project management team and world-class developers will bring your mobile web or app requirements to life.
Our team collectively has decades of experience in iOS, Android, Windows, HTML5, Rich Media, Nokia and Blackberry, as well as complex back-end systems integration and development.
Our goal is straightforward – to deliver you world’s best practice for your anywhere/anytime mobile solution.
Windows Phone apps
HTML5 web apps
Business process solutions
Marketing and Analytics
We’d like you to focus on getting excited about the results we will deliver! Our role is to take care of everything else.
We will plan your mobile media strategy, buy your media placements and optimise your results. We’ll develop and execute innovative cross-platform campaigns and manage your Trade Promotions across online, SMS and IVR.
The 400+ integrated campaigns we’ve managed in the past year is exactly the preparation we need to meet your mobile marketing needs; and we’re here to help if you don’t quite know what they should be.
Media strategy, planning, buying & execution
Social media strategy
Mobile search – SEM & SEO
SMS, IVR, MMS services
QR codes & image recognition
Mobile SEO & SEM
Our team specialises in designing award-winning mobile experiences using best practice and user-centred design processes.
Our foundation is a 12-year pedigree in mobile, but for us every project is an opportunity to innovate, encouraged by our compassion for the user and strong sense of curiosity.
That means fast, attractive and highly usable apps and mobile websites and brilliant ads and content.
Our enterprise solutions team will work with your business and technical teams to develop and implement your whole-of-business mobile investment roadmap.
Come and talk to us about our hosted and client-deployed solution options and our extensive experience integrating cross-platform business solutions into the mobile web and app domain.
We will help deliver the productivity benefits and cost savings that will transform your business and the quality-of-work-life enhancements that will engage and motivate your staff.
Business process optimisation
Field force automation
Mobile Media Buying
Mnet’s mobile media team works with the leading Australian and overseas publishers to access both premium inventory and data-driven RTB inventory.
Our technologies measure and optimise performance across thousands of sites and a multitude of formats, providing universal and robust analytics and client results along with beneficial rates and added value.
Mnet has unique access to AU audiences on global websites that do not have representation within Australia, providing our clients the broadest pool of inventory to utilise in campaign buys.
Beyond banners, video and rich media the Mnet team has relationships with key sponsorship properties, content producers and gaming companies including Rovio to enhance the impact of media buys.
Challenge: Maximise viewer engagement for Kia’s sponsorship and build consumer understanding of KIA brand and product of the Australian Open.
Solution: Mnet brought the action from the Australian Open into consumers’ lounge rooms, enabling views to play tennis against their TV. The campaign challenged viewers to return the world’s fastest serve from Sam Groth, using their phone as a tennis racquet to win a KIA Cerato and loads of instant prizes. The app also enabled consumers to place themselves on centre court, challenge and play against their friends via social integration, answer a quiz for additional entries in the draw. The platform is supported by a campaign that consists of a number of ads featuring different serves, an online practice court, digital outdoor and activations.
KIA Game On and Mnet’s globally patented technology ‘Hark’ that powers it, has been globally recognised across 2014 and 2015 for innovation, creativity, marketing, brand awareness, media, technology, gaming and bravery.
Results:Across 2014/15 KIA Game On amassed over 370,000 downloads with users from over 111 countries. On average, players spent 19.36 minutes with the App with 53,000 users putting themselves on the court with the new panorama feature. The App reached #1 in the top free games both the App Store & Google Play, 79% of players more positive about the KIA brand, organic web traffic doubled and KIA achieved record monthly sales.
Download and play: The Kia “Game On” App is available in the app or play stores.
The Big Adventure
Challenge: The Big Adventure was Network Seven’s big new reality format for 2014. Contestants compete in a series of tasks for the right to dig for a golden key; twelve of which are buried in a sandy grid. Ultimately one of these golden key would unlock a treasure box which contains a million dollars. The TV show had all the thrills, spills and drama you’d expect of a high budget production. But how could we share that adrenalin and fun with viewers at home? And how could we build and maintain show audiences, and fuel social chatter?
Solution: We created a companion App that got Australians off their couches and digging for keys in their own lounge. We used sophisticated audio watermarking technology, combined with gyrometer, accelerometer and timer, to ensure that viewers had to watch the TV show live or online for their chance to dig and win prizes.
Results: To viewers around Australia this Global-first TV innovation seemed like magic as their shovel came alive. Our App was the single most successful TV Show App – ever.
SBS World Cup Shoot Out
Challenge: Engage world cup viewers with an interactive second-screen experience.
Solution: We precisely mapped the trajectory and speed of the world cup’s most famous goals from Beckham, Zidane and Totti. Using our patented HARK second-screen technology we gave viewers the chance to be the goalie and see if they can save them and change history.
Results: Played for almost 4000 hours across the tournament and regarded as the most successful mobile app associated with world cup sponsors.
Challenge: Re-invent the in-lounge airline experience and make it easier for passengers to view content, and their flight details.
Solution: A responsive web portal tailored to each passenger that includes their flight status (on time, boarding or delayed), which gate, how many minutes to walk to the gate, and even the weather at their destination.
Results: Being rolled out across Australia from August 2014.
Challenge: Enable first-response emergency services to quickly and securely send back critical incident information.
Solution: Our iPhone app is accessible by all 3,700 QFES first responders and now part of the official response process.
Results: IncSnap has been used at 500+ incidents and contributed to saving property and lives.
Paranormal Activity 3 – Rich Media execution
Challenge: Promote the theatrical release of the thriller Paranormal Activity 3 using a strategy beyond the ‘click to’ function, whilst continuing to build ticket purchase intent via mobile.
Solution: The rich media advertising execution was built to takeover the Yahoo!US mobile homepage with a fake headline. Whilst reading the ‘breaking news’ about a cellular breakdown, the user’s mobile screen then displayed a static connection before rolling into the Paranormal Activity motion picture details & ticketing information.
Results: This ground-breaking execution teased the ever-hungry mobile consumer by creating new and engaging form to interact with. Enjoying an 8 percent click- through rate and 12 million impressions it won Adweek’s 2012 Media Plan of the Year in the “Best Use of Mobile” category. The program helped to push Paranormal Activity 3 to the No. 1 position at the US box office.
Quickbeds – Mobile Site
Challenge: Flight Centre engaged Mnet to re-design and re-build the existing Quickbeds mobile site to deliver best practice merchandising and booking of hotels on 3”-8” smartphone/tablet devices in line with their current marketing strategy.
Solution: A disciplined user-centred design process resulted in a highly customised HTML5 site that includes personalisation features, fast progress through the booking funnel and great merchandising along the way.
Results: The site offers a rich and frictionless ride through booking. It’s newly launched and we can’t wait to see how customers respond.
In our hyper- connected, mobile world, a one size fits all approach to advertising doesn’t cut it anymore. The future of advertising and successful user engagement is deeply rooted in context, location, and personalisation.
Dynamic mobile ads are personal and customised dynamically in real-time based on predefined creative, a user’s location and a brand’s offering.
If you haven’t already considered dynamic mobile advertising, you’re missing out. Here’s why.
1. Create Brand Intimacy
Mobile advertising enables brands to be present with their target audience at a point of need. Be it a need to be distracted or entertained, a need to know where to eat or how to get there, a need to connect with friends or a need to find out where that dress is from. It is a unique space that allows intimacy between the end user and the advertiser, which can then generate brand trust, or, end brand loyalty if not executed correctly.
2. Stand Out From The Masses
Mobile advertising provides context, location, relevancy and extreme personalisation, whereas other mediums are more likened to provide a billboard of generic information to a broader audience.
3. Extreme Personalisation
Dynamic mobile advertising incorporates all attributes of personalisation to connect a brand with consumers. Brands can communicate based on distance from the device’s current location to the nearest store for retail clients, weather updates and personalised messaging or offerings based on outdoor conditions for events or weather dependent products, or behaviour based dynamic messaging based on geo-audience filters. No other medium can boast this level of personalisation.
No other medium can boast this level of personalisation.
4. Relevance Like Never Before
Hyper-local targeting and dynamic messaging allows brands to push store locations, such as new openings or refurbishments, to users when relevant. Imagine being in close proximity, or inside a Woolworths when you receive an ad whilst browsing that says ‘Looking for dinner tonight? Coles is just 300m away’. From there, the user is able to tap on the banner ad to be taken through to a mobile landing page whereby the best route is mapped out for the user directing them straight to Coles.
5. Increased Engagement
The more targeted and relevant a mobile ad is, the more likely users are to tap on or engage with the ad. In fact, research by Telenav has found that mobile ad content that is localized and dynamic can increase click through rates by 11.3%.
With personalisation becoming more and more important to consumers and subsequently, advertisers, dynamic advertising is here to stay. The capabilities are evolving rapidly and the possibilities are quickly becoming endless.
Mnet strives to remain proactive with mobile measurement, ensuring that we are market leading, and as a result, driving the best possible results for our clients.
Recently in a mobile measurement partner audit, our Sydney implementation team led an investigation into Sizmek’s newly released MRAID tags (tags used for app inventory), in this audit we found a discrepancy on how Sizmek was measuring an impression which was not aligned with the IAB guidelines.
Read the success story below, along with the steps we took to drive change in mobile measurement, written by Blake Moseley, our Technology and Implementation Manager.
What was the issue and how did we discover it?
Sizmek released a new version of their MRAID tags in late 2015 – MRAID tags are used for any ads delivered within apps. A routine impression discrepancy investigation revealed that Sizmek’s newly released MRAID ad tags were not firing the ‘served impression’ pixel until the MRAID tag told Sizmek the ad was viewable.
Sizmek has two distinct impression metrics – ‘served’ and ‘viewable’. As such, only firing the served impression pixel when the ad was viewable was both incorrect, misleading and not aligned with the IAB guidelines.
How did we fix it and what steps were taken?
We set up the advert in a local environment and interrogated the HTTP activity using a proxy tool called Fiddler. We identified the Sizmek served impression pixel and tested different scenarios, monitoring when it was fired within app environments.
Through our analysis, we identified that the pixel was only being fired when the advert was in view on the page (viewable). The issue was escalated through three different tiers of Sizmek Support. Despite initial protests from Sizmek’s R&D team that this was the correct and expected functionality, Mnet and its partner were able to push for reconsideration.
What was the overall outcome and what does this mean for our campaigns?
As a result of our investigation, Sizmek globally released an update to their MRAID tags on April 5th, so that the ‘served impression’ pixel now fires when the creative loads, rather than when it is viewed – the newly released MRAID tags now are aligned with the IAB guidelines.
The benefit of this is twofold:
1. Discrepancies between Sizmek and publisher impression figures will be reduced on MRAID tags
2. The integrity of these two distinct and separate metrics (‘served’ and ‘viewable’) has been restored
* Please note: Mnet wholeheartedly agrees that non-viewable impressions should be counted as such, and supports the transition towards accurately measuring and transacting on viewable impressions on mobile. However, it is vital that metrics that are measuring viewability are labelled as such, to avoid any ambiguity in market.
Originally published by Mubaloo, our UK-based agency partner.
The question as to whether a company should build an app or website is probably the top question that we get asked. Sometimes, it’s not even a question. Sometimes, companies come to us convinced that they should build an app for something when actually a website is what they need. Conversely, sometimes companies want to build a website when in fact they need an app. Sometimes they need both. Ultimately, the decision for which way to go will come down to a number of variables, which we’ll outline below.
First, let’s define both.
According to the Cambridge Dictionary, a website is: a set of pages of information on the internet about a particular subject, published by a single person or organisation.
An App, according to Google’s dictionary is: a self-contained program or piece of software designed to fulfil a particular purpose; an application, especially as downloaded by a user to a mobile device.
These definitions serve us well to start the conversation. However, there will always be ‘grey areas’ between the two, which we’ll discuss later.
Content served through the web can be interpreted and subsequently used, in several ways. A ‘standard’ website will typically contain content to be consumed, with limited interaction. This content can be spread far and wide, across browsers, devices and audiences. It can be linked to online marketing campaigns and is a global touch point the world is familiar with accessing.
Websites can range from simple, ‘standard’, hubs of information, through to fully transactional and interactive portals, through which we manage parts of our lives. Websites can be fully functional pieces of software, running word processing, slide creation, music playback and gaming.
The web, on a desktop, is now one of the primary ways in which people use computers, to the extent that Google Chromebooks are fully web-based computers. However, this article is here to investigate mobile web and mobile apps. If your strategy is to target desktop users, you should build a website.
Last year in March, according to ComScore, the number of mobile-only adult internet users exceeded the number of desktop-only internet users. Even with this shift, apps still make up the majority of time spent on mobile devices.
There are key things to consider which may lead you towards a website or an app. Then, there are things which overlap between the two. In the case of overlap, the decision of choosing one way or another might simply come down to budget, timescales, skill sets or user preference.
The most important thing to consider when making this decision is the user. You cannot build a website or app and hope they’ll come. There are billions of websites, millions of apps and a large amount of noise. For a website or app to gain and retain users, it has to fit into their lives, or be disruptive, with a high enough value proposition, that they’re willing to change their behaviour. Even if they do change behaviour, or form new behaviour, great UX is essential to make it work or succeed.
If we to look at it as a scale, we might imagine that at one end there is an app and at the other there’s a website.
At the extreme end of the app scale, functionality such as hyper-location interaction with beacons and other wireless technologies, or the ability to interact with wearables or other devices, requiring hardware integration and communication at an OS level will make apps the primary channel.
Apps are fantastic for regular, very quick interactions on a daily basis – especially when those interactions can be made richer through functionality – like responding to an email, without having to open the app. Apps are suited for longer tasks too, of course, especially if it’s for creating or manipulating content, watching a video, playing games or consuming other types of media. If mobile is a key part of your proposition, apps should also be a primary consideration.
Things which fall into in the middle of the scale, such as GPS Location based functionality can work on the web, but is usually a little more seamless (depending on what you’re trying to do) on apps. For example, to use location, permission is granted when first entering an app, whereas websites may need to ask for it each time you visit them.
Crunching real-time data, again sits across the two, as it is usually done by background servers and databases. If, however, crunching needs to be done locally, on the device, an app would be the primary channel. Depending on the data source, you might lean one way over the other. The final decision might be led by the user, or business needs and requirements.
At the web decision end of the scale, you have drivers, such as longer, less frequent, tasks that users may only need to do once. It’s rare a user will download an app to do certain activities they don’t do often.
Reach might be a driving factor too. If the desire is to reach more browsers, devices and users, a website is ubiquitous and runs on more potential devices than an app (which needs to be created for each platform).
At the start of any work, during the consultancy process, we always work with companies to look at the analytics from their existing website or operations. The choice between a website or app often will come down to who the target user is and what their journey with mobile looks like. If it’s a journey that involves the need for offline functionality, the ability to utilise hardware, deep linking between apps or functionality on a platform, then an app would be the best route to go – it would be very focused to the use case.
If, however, the target user was unlikely to use the app on a regular basis, and it was important that it could be easily discovered by SEO, then a website is often the best place to start. The Web is a great place to test the waters too, especially if it’s a new proposition. It makes for a good place to start, where you can test functionality with users, before deciding whether to go to an app.
If you’re strategically unsure what functionality to surface in the mobile space – then run user testing and analytics on the mobile web and seeing what’s proving popular, as this helps to shape the functionality around user behaviour.
Building for the web and app is very different, and not just from the perspective of development or the code base. The user experience and reasons why someone uses an app over a website differ greatly and should ultimately come back to what you are trying to achieve, who it is being targeted at and what their journey looks like.
The bottom line is that the web can cover off a wide range of things, whilst an app should be focused. As per the definitions that we started with, they are good at indicating which way a company should go. Apps should be a focused piece of software integral to the ecosystem in which they live with each other and their hardware. The Web can be wider reaching in both terms of functionality and device support.
Both will have to help users complete a task or get some information quickly and easily, depending on what the user is trying to do. The when and why will help inform the how. The how, being a website or app.
And it’s May! Somehow we are almost halfway through 2016. There is no better time to re-evaluate forgotten New Year’s resolutions and get back on track for the rest of the year. As a business focused on how mobile can make life easier, we are constantly testing everything the app stores have to offer. Here are our top 10 productivity apps right now.
Do you have trouble sticking to one task? Join the club. 30/30 is a task timer that allows you to create a customizable task list with labels, time, icons and colours, all with a gesture based interface. Focus on one task for 30 minutes, break for 30 minutes and repeat or customize task times based on your to-do list.
It takes 21 days to build a habit, but just getting through these 21 days is a major challenge in itself. Build good habits by tracking daily progress on your phone or apple watch. Reminders, badges, flexible scheduling make it simple and-and streaks motivate you to keep going.
Never tap ‘forgot password’ again. This app creates a secure password for your various accounts and then remembers them so you don’t have to. Save time digging around your notes for passwords you’ve scribbled down and login to apps with one click from now on.
Store all of your important information here for easy access, including copies of your license, passports, bank accounts and passwords. It’s encrypted and accessible only by you. Voila! All of your information safe in one place, accessible at any time!
Staying up to date on the latest news is key to success but surfing the web for valuable news can be incredibly time-consuming. Feedly lets you choose your favourite news from your favourite sites and continually collates a feed of your favourite news. Cut down the time it takes to stay relevant dramatically.
What if you could boost productivity, earning power and self-confidence – all with an app? With Elevate you can. Train your brain to improve focus, speaking abilities, processing speed, memory, math skills, and more with a personalised training program adjusted over time for best results.
Take a photo of a math problem, and the app does the rest. The smart camera calculator not only solves the problem but lays out exactly to solve it on your own. Never struggle with dividing the restaurant bill again.
If you aren’t already using Evernote, download it immediately and your productivity will increase instantly. But for those who already have it, this is a must have extension. Scan contracts, receipts, business cards and any paper using your camera, the app intelligently pulls information directly from the scan and saves contact information to your phone. You can also share via notes, Google Drive, Outlook and more.
En route to a meeting? Type in the names of the people you are meeting with and the app will pull in information from different sources to give you all the basic facts, mutual connections, and professional background to make your meeting run as smoothly as possible. This isn’t a new concept, but this is the first app we’ve seen do it well.
Meditation reduces stress, aids in restful sleep and increases creativity, focus and productivity. Many people struggle with learning how to meditate. These guided exercises make all the difference and in app form, you can meditate wherever you go!
The Australian Bureau of Statistics engaged Mnet to release a brand new Android app featuring easy access to a full range of official statistics and material design. Statistics Include:
Key Economic Indicators – Have Australia’s key economic indicators at your fingertips, updated as soon as new data becomes available with a notification sent straight to your device. This includes data such as the Consumer Price Index (CPI) and Gross Domestic Product (GDP) and more which you can easily edit based on your preferences.
Census Data – View and compare 2011 Census characteristics relating to people, families, and dwellings, for both postal areas and Commonwealth Electoral Divisions.
Population Clock – Quickly find out the current population projection for Australia – updated in real time.
Michael Beahan, the ABS’ Program Manager of Dissemination said of the app,
“The Android app embraces a new, user-friendly design, making it easy and convenient for users to engage with our statistics on the go.”
The ABS previously had an iOS application but enlisted Mnet to incorporate feedback and develop a ‘streamlined and accessible application with new features that will enhance the user experience’.
So far, the app has seen amazing reviews. Ausdroid even says, “it’s literally one of the best apps we’ve seen from the Australian Government. Well done ABS.”
Just 8 years ago, mobile advertising was only an emerging medium in Australia’s advertising world, and answering the question, “why mobile advertising” wasn’t easy. In those days, penetration of smartphones in the market was minuscule; the iPhone – the device that sits in the heart of the smartphone revolution – had just been released in the Australian market and desktop computers were still Australian’s preferred method of accessing the Internet. The term “app” was just a new buzzword amongst geeks and the majority of websites were not mobile-optimised and delivered a terrible user experience.
Fast-forward to 2016. We are living in a truly mobile world. Our smartphones are the first device we pick up in the morning. We use them while we work, play, and socialise. We use them to stay connected with our loved ones, for entertainment and to access content and service. If brands want to stay relevant and connect with individuals, they need to immerse themselves in this world.
In this whitepaper, we’ll explore the four main indicators signalling the necessity of including mobile advertising in a brand’s media mix.
Volvo Car Australia is leveraging its team sponsorship of V8 Supercars in an innovative way with the launch of a new racing app. The app puts V8 fans behind the wheel in a virtual challenge against Volvo driver Scott McLaughlin on a flying lap of the Bathurst 1000.
The Välkommen by Volvo app uses patented HARK technology from mobile agency Mnet, which cleverly listens out for audio triggers from a second screen and syncs up the application to enable users to control the game on their mobile devices.
“We love finding new and clever ways to engage and delight people through mobile.” Said, Kristy Manson, Client Services Director at Mnet.
Following onscreen prompts, users can race their virtual V8 ‘car’ on screen via their mobile device as the app compares their physical actions – braking, accelerating and turning – versus actual hot lap footage of Scott McLaughlin on the famous Mt Panorama racing circuit.
Players who download the app can sign up to be part of a leaderboard, and at the end of the 2016 V8 Supercars racing season have the chance to win McLaughlin’s own Volvo V60 Polestar car worth $87,000. The Swedish carmaker is also giving away monthly prizes of a remote control Volvo S60 V8 Supercar, and family passes to its hospitality at selected V8 events.
“The Välkommen by Volvo app brings the excitement of V8 Supercars right to people’s finger tips in a fun, easy to use way,” said Kevin McCann, Managing Director of Volvo Car Australia.
“We’re tapping into the excitement of V8 Supercars in a unique way that will appeal to fans on and off the track. With his speed and technique on the race track, Scott McLaughlin is the perfect fit for Välkommen by Volvo. Scott is also very tech savvy, and has a big social media following, which fits nicely with our marketing strategy for Välkommen by Volvo.”
Välkommen – Swedish for ‘welcome’ – is part of a broader overarching V8 Supercars strategy with the same name, developed by Volvo in conjunction with creative and experiential agency, Ensemble. “We built the strategy around facilitating experiences that encourages families to share in the excitement, and enjoy time together both on and off the track.” Said Scott Barnes, Head of Partnerships & Activations at Ensemble.
Volvo is promoting the new app across social media channels. The full race, which activates the HARK technology and second screen, can be viewed at www.volvocars.com/au/about/australia/motorsport/valkommen
This week marked Facebook’s Annual F8 developer conference in San Francisco. A number of new features and the 10-year Facebook plan were announced. Let’s take a look at what was announced and how they will shape for future for brands and Facebook users.
1. MEET THE BOTS
“We think you should be able to message a business like you would message a friend” – Mark Zuckerberg
We’ve been hearing about bots nonstop since Microsoft’s bot framework launch two weeks ago, now Facebook has entered the stage with its new Messaging Platform for brands. Messaging Platform aims to help publishers and businesses communicate with users on Messenger with automated customer support, e-commerce guidance, content and experiences.
What are Bots? Artificial Intelligence tools that send live, automated messages or images to FB messenger.
Who’s onboard? CNN can give you news updates and 1-800 Flowers lets you send flowers with personalised messages.
What’s in it for Facebook? Facebook also announced that it will charge businesses to send re-engagement messages to users who have already started a conversation with the brand.
Why it Matters? Messaging platforms have been on our radar for a long time now. This is the first big opportunity for brands to interact with consumers in a place where they are already spending their time. AI is coming sooner that we think, so we may as well start exploring these platforms now.
2. VR FOR ALL
Facebook has been serious about VR for a while now, but now they have taken it one step further with a new open-source Surround 360 camera rig. The rig features minimal post-processing for content creators and is designed to be portable and durable.
Why it matters? By making it open-source, anyone can build their own 360 camera and produce 4K, 6K…. even 8K video. There has never been a better time for brands to create VR engaging and interactive experiences for consumers.
What else? Touch controllers for Oculus Rift will be shipping later this year, making VR even more interactive. The controllers will enhance VR experiences even further by allowing users to actually touch and manipulate objects.
What’s Next? Zuckerberg has his eyes on Social VR. Teasers included multi-player features and an Oculus VR selfie stick. When this available, you can bring all of your friends on holiday with you by sharing VR footage from anywhere in the world. He also discusses ditching VR headsets for normal eyewear ten years down the line.
3. FACEBOOK LIVE API
Facebook launched a Live API that will allow developers to live stream to Facebook from any app or device. Broadcast methods now include multi-camera and drones.
What else? A tiny live video specific camera was also announced, letting Facebook users and brands alike live stream even higher quality content.
Why it matters? This is expected to bring live video mainstream and publishers like Buzzfeed and Livestream are already on board. Live video can make brands seem even more authentic especially to millennial audiences.
4. VIDEO TAKEOVER
A new API allows 3rd party developers the ability to publish video profile pictures to Facebook. Big players like Instagram, Vine, boomerang and MSQD are already working on this offering.
What else? Facebook will also be able to tag friends automatically in your videos with upgrades to image recognition and AI platforms.
Why it matters? Video has bet big on video, and so far, it’s working. Basic video upgrades are being developed alongside VR. Imagine when these features are merged… VR profile videos and live VR video could be next.
5. ECOSYSTEM UPDATES
And last but not least… Facebook has created tools to build out the basic ecosystem even further.
Account Kit: The “Login with Facebook” feature is already extremely popular but was only available for users with Facebook accounts. Now this is not the case, as Account kit streamlines the account signup and login process for users without Facebook accounts.
Save to Facebook: Facebook’s “Save for Later” feature has been around for four-years now so it’s been upgraded to “Save to Facebook”, a button that allows users to save content from third-party sites to read or watch later in the Saved tab on Facebook.
Instant Articles: Facebook’s Instant Article platform has now been released for use by all publishers. Since launch, Facebook says posts in Instant Articles have logged 20% more opens and a 70% lower abandonment rate than other content.
This week marked Facebook’s Annual F8 developer conference in San Francisco. A number of new features and the 10-year Facebook plan were announced. Let’s take a look at what was announced and how they will shape for future for brands and Facebook users.
Originally published by Mubaloo, our UK-based agency partner.
“Give me directions to Myer, Pitt Street Westfield”
Here’s the scenario: You urgently need new jeans and so need your phone to get you there as quickly as possible. This means knowing either where in the car park you need to park, which tube station exit is best, which bus stop to get off at and which door you need to use to get there as fast as possible.
In order for this request to work, your phone needs to know which floor and which part of Westfield the Myer store is in.
In the future, it won’t necessarily even be you doing the routing; your autonomous car will take you there and will need to know the optimum route, ensuring you don’t end up miles away from the indoor location you are trying to get to.
Imagine you are going to the hospital for an appointment. Hospitals can be vast and confusing. Missing your appointment because you’ve gotten lost along the way, or haven’t accounted for traffic is costly for the NHS and means that you won’t get the treatment you need.
From navigation to the context of your surroundings, delivering enhanced customer services, improving efficiencies for employees, enhancing digital and physical experiences, unlocking new visitor experiences, to simply knowing where you are; there are thousands of reasons that companies are investing in indoor location.
Whether you need to catch public transport, be redirected due to traffic ahead of your journey, or leave at a certain time because of predicted traffic conditions, the mapping app you use on your phone is already able to tell you when you need to leave. Taking this to encompass indoor locations will help to further enhance your experience and make mapping apps even more useful.
Already, we’ve seen Google’s Project Tango pointing to a future where your phone is able to map the world around you. We’ve also seen Apple’s Indoor Survey app, launched last year, being used to map indoor navigation using RF signals and your phone’s existing sensors.
Indoor location is something that Mnet has been working with companies on for the past few years. Regardless if we are looking at an enterprise use case for security checks, or a consumer use case for finding the closest toilet to you; indoor location is important.
Outdoors our devices use a mixture of GPS, cellular triangulation and Wi-Fi to deliver accurate positioning. Indoors, however, cellular triangulation and GPS degrade in accuracy. This is why both Wi-Fi and Bluetooth are being enhanced to deliver better indoor location services. Together, these technologies are able to help pinpoint our location and guide us to where we need to go.
However, there are challenges to using Bluetooth and Wi-Fi. Current Wi-Fi access points are unable to deliver accurate enough location; without deploying a large number of units across a building. Bluetooth is a lower cost alternative, though requires deployments to be properly optimised. One of the biggest challenges across both of these is that current deployments only work within apps that have been optimised for each deployment.
Bluetooth beacons have been used effectively to provide accurate positioning, when combined with a fingerprinted database (RF map of the environment), positioning algorithms and phone sensors. This yields 1-3 meter accuracy, your orientation and refresh rates of under a second.
As it stands, BLE is believed to be the highest performing option on the market. Our friends at SenionLab have one of the best solutions we’ve seen, enabling the blue dot experience to deliver location services through Bluetooth signal triangulation. It’s system has been deployed in shopping centres around the world to help enhance in-app experiences and deliver new types of customer service.
Wi-Fi systems yield lower accuracy (2-5m) and significantly lower refresh rates. Compounding this further is that each OS deals with Wi-Fi in different ways. iOS doesn’t allow for a developer to read the received signal strength indicator (RSSI) value from a Wi-Fi access point (AP). Apple’s reasoning for blocking this is to help better manage battery life. Android, however, does allow developers to read RSSI values, meaning they can use location algorithms directly, within apps, to calculate your position.
For iOS, the only other option is to utilise other wireless communication methods, where the OS has access to the raw RSSI value, namely Bluetooth Low Energy (beacons, for example). This is what SenionLab cracked.
We have heard rumblings for the past few years that indoor location is the next big thing to come to mapping systems; yet the challenges involved with accurately delivering location continue to persist. One of the other big challenges will come from who delivers indoor location information.
Clearly, if you are a large enterprise, you don’t want your floor maps and internal layouts available for anyone to see. Instead, you would want to be able to control this type of experience and only enable employees to see it.
Going back to the example of Westfield, there is value in understanding what users are searching for in maps and how people may be moving around a venue. This is especially true if you are paying for the infrastructure that enables indoor location. Unless people are using your own app with indoor location capabilities, relinquishing control of this may mean that it’s harder to gather this insight.
Google sells services to companies to promote their businesses through Google Maps, which includes some level of insight into how many people are looking for their business and the ability to use keywords. If you are a business that owns hundreds of sites, being able to understand the metrics of people searching for your business, visiting your premises, the amount of time they may spend on premise or other insight or data available – you’d want it.
This is why many companies are adding indoor navigation to their own apps. Once customers enter their premises, the ability to deliver enhanced, customised and relevant services means that they can deliver an overall better customer journey and experience.
What we see happening is that there will be a mixture of both approaches in the future. Companies can’t really afford not to enable people to route to their store, if they are inside a building. Users will expect that type of experience once it becomes more commonplace. Yet, for more regular customers, having more of a personalised experience will help with retention.
Mnet is the world’s most awarded mobile agency.
Mnet has been recognised both locally and globally spanning creativity, innovation, gaming, mobile media, bravery, technology and marketing across both private and public sectors. A Recent awards include two Global Mobile Awards for ‘Best marketing’ and ‘Most innovative app’, both B&T and Adnews ‘Specialist Agency of the Year’, ‘Best in Show’ at the APAC Mobile Marketing Awards and Locus Awards, among many others.
The recognition of Mnet’s work across 2014/15 currently totals 35 awards.
Mnetters share a passion for technology and creating amazing mobile experiences. We work as an open and collaborative family where everyone is encouraged to express their individual creativity and enthusiasm. We are more than 60 family members strong across Australia and as you can imagine we are growing rapidly as the mobile sector takes off.
As a full-service mobile agency we do A LOT in mobile; from strategy to design and development of mobile solutions, media planning and buying, SMS competitions and promotions as well as enterprise solutions. So it’s an understatement to say we’ve having a busy time.
We’re a bunch that is extremely proud of our work, but it’s not just us who think we’re top operators. Here’s some local and global recognition that has come our way over the past 12 months:
Most Innovative Mobile App & Best Mobile Advertising and Marketing – Global Mobile Awards 2015
Both B&T and Adnews awarded Mnet ‘Specialist Agency of the Year 2014’
AIMIA – Best Smartphone/Tablet App in BOTH the Government and Entertainment categories
Adnews Media Campaign of the year
Featured in Anthill’s SMART Top 100 Innovations of 2014
Best in Show, LOCUS Awards for Innovation 2014
On top of creating great work and winning awards, we are also proud of some of our own statistics year-on-year:
Boat parties – 3 (up 300%)
Nerf Guns – 6 (new addition in 2014)
Hackathons – 2 (up 100%)
CEO doing the worm at nights’ out – 28 (down 22%)
Cider consumption (down 25%)
Pinot Grigio consumption (up 80%)
Mnet Family Dinners – 8 (up 50%)
Mnet late night stacks-on wrestling matches – 3 (up 300%)
Some impressive numbers there, that we look forward to updating as we go.
Mnet is also part of the IPG Mediabrands network and in Australia we are the fastest growing full-service marketing communications group designed for the new era of consumer and brand engagement.