mobile industry

drag2share: How Location Data Is Being Collected, And Why It’s Transforming The Mobile Industry


With over 770 million GPS-enabled smartphones, location data has begun to permeate the entire mobile space. The possibilities for location-based services on mobile go beyond consumer-facing apps like FourSquare and Shopkick. It’s powering advertisements, and many other services — from weather to travel apps.

In a recent report from BI Intelligence on location-based data, we analyze the opportunities emerging from this new local-mobile paradigm.

We specifically examine how location-enabled mobile ads have generated excitement, look at how location-based feature have boosted engagement for apps, and demystify some of the underlying technologies and privacy issues.

Access The Full Report And Data By Signing Up For A Free Trial Today >>

Take a look at this graphic:


A pure GPS approach and the “lat-long” tags it generates is considered the standard for location data. But there are at least four other methods, sometimes used in combination, for pinpointing location:

  • Cell tower data: When GPS signals can’t reach the device’s GPS chip, which often happens indoors, the device will often report its location by communicating with the cell tower it’s connected to and estimating its distance. It’s less accurate than pure GPS data.
  • Wi-Fi connection: It’s an accurate method but requires an active Wi-Fi hotspot. Wi-Fi locations are matched with GPS coordinates. It can pinpoint a user to a specific storefront, which is why many retailers are rolling out free public Wi-Fi to enable in-store mobile ads.
  • IP address: Location can be gauged by the IP address associated with the data connection. The accuracy of this approach varies between carriers, and is far less reliable than the above methods.
  • User-reported: When users sign up for emails or register for mobile apps and services, they often enter their addresses and zip codes. This data can be translated into GPS coordinates to build a geolocation profile of a single user or user base.
The ability to collect user location data and track it has raised some concerns over privacy. However, Android and iOS give users the ability to opt out of location tracking altogether via their settings.

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Wednesday, September 18th, 2013 news No Comments

drag2share: With The iPhone 5S, Apple Reveals A Laser Focus On Revolutionizing The Most Lucrative Mobile Categories


biiSmartphoneShipmentsByVendorWith the new iPhone 5S smartphone, Apple has doubled down on the areas of mobile with proven revenue-generation potential, for itself and app developers: payments, commerce, games, and photography.

As part of our quarterly update of major mobile industry trends, BI Intelligence took a first look at how the 5S and its new camera and fingerprint scanner might revolutionize several of the most lucrative mobile categories.

The iPhone 5S will be a bellwether for the mobile industry’s future.

Here’s why Apple’s new fingerprint scan technology called “Touch ID,” could be a boon for mobile commerce and mobile payments:

  • Currently, Touch ID will allow a user to authorize iTunes purchases with a quick scan of their thumb, instead of having to type in their password. It will also unlock the home screen.
  • Mobile commerce: But retailers want much more. The hope is for App! le to op en up the fingerprint scan technology so that it can be used for smoothing in-app purchases and e-commerce transactions.
  • Mobile payments: The same technology can power the use of mobile devices for “walletless” payments at bricks-and-mortar offline retail outlets. Add this to the industry-leading 435 million user credit cards Apple has on file (as well as its Passbook digital wallet app), and the 5S could act as a bridge for taking mobile payments mainstream.

The 5S will be twice as fast as the old iPhone 5 and 40 times faster than the original iPhone, according to Apple. The 64-bit A7 chip will be accompanied by a new motion-sensing coprocessor. This hardware combination will benefit certain application categories:

  • Fitness and health tracking apps, as well as gesture-controlled mobile games (games are top app store money-makers).
  • Photography. Improved lens and sensors are paired to Apple’s updated camera software on the 5S, creating an enhanced camera experience, including a stabilization feature, automatic editing of multiple rapid-fire exposures for a few great photos, and “dynamic to! ne mappi ng,” which can adjust picture quality (i.e., brightness, exposure) on individual parts of the image.
  • Let’s not forget that photography drives some of the most popular social networking and messaging apps (Facebook, Snapchat, Instagram, etc.). Photography is at the heart of the mobile consumer’s experience, and where they put a great deal of their time, money, and care.

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Wednesday, September 18th, 2013 news No Comments

drag2share: Android’s Mobile Devices Control 60% Of The Global Computing Platform Market


The increasing obsolescence of the PC couldn’t be more evident.

Android, which runs almost exclusively on mobile devices, was installed on 60% of computing devices — including all PCs, tablets, and smartphones — shipped globally during the second quarter of 2013.

That’s up from only 39% a year before.

Android’s mobile-powered rise, and the decline of PC-linked platforms, becomes increasingly clear when we compare the recent fate of Android and Windows.

One year ago, Windows held 34% market share next to Android’s 39%. Four quarters later, that small 5% gap has exploded to a massive 35% rift between the two platforms.

The Windows market share has fallen to 24%.

In a mobile-centric landscape, Windows remains tied to the moribund PC market. About 87% of Windows’s total unit sales last quarter were PCs. Meanwhile, tablet and smartphone-oriented Windows software simply hasn’t taken hold.

Apple also lost global computing market share over the 12 months through the end of the second quarter. Its share dropped five percentage points to 14%.

Click here to download the charts and data in Excel

Click here to see a l! arger ve rsion of this chart


Apple’s slippage is due to competitive dynamics within the mobile industry itself.

Android has been able to continue rising as a mobile platform, while Apple has clung to its strategy of selling high-end, premium devices and has lately succumbed to stasis. Over the last four quarters, Apple’s market share as a mobile platform has dropped from 26% to 16%.

That’s due to losses in the smartphone and tablet markets. With no new iPhones in the first eight months of 2013, Android climbed to take a record 80% share of the smartphone platform market in the second quarter.

On the tablet side, Apple has been unable to hold its own against the varied portfolio of fair quality, inexpensive Android tablets hitting the market. Android has a 64% share of that market.

Click here to see a larger version of this chart


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Friday, September 13th, 2013 news No Comments

drag2share: Yelp’s Local-Mobile Success Shows How Consumers Are Using Mobile To Drive Local Purchases


bii_YelpMobile_cotdYelp has become the bellwether for a location-based service, as well as the huge opportunity in local-mobile marketing.

It’s also often mentioned in connection with social-local-mobile strategies, sometimes known as SoLoMo.

Consumers also use the Yelp app as an integral step in the local purchase cycle. 93% of U.S. Yelp users in a recent Nielsen study said they at least occasionally make a purchase from a local business after using Yelp.

At BI IntelligenceBusiness Insider’s paid subscription service, we recently analyzed over 20 datasets culled from a variety of sources to probe the viability of mobile and social media as loca! l commer ce and retail-drivers. We published our insights in two recent reports, “A Guide to Local-Mobile Marketing: The Best Strategies And Tactics For Leveraging Local Data,” and “How Location-Based Data Is Transforming The Entire Mobile Industry.”

Subscribers also gain access to over 100 in-depth reports and hundreds of charts and datasets on mobile, social, and their impact across industries, including retail.

Local-mobile strategies are certainly working for Yelp, and the businesses that advertise on Yelp’s app and mobile site. Local advertisements on mobile devices constituted 40% of Yelp’s overall local ad inventory in the last quarter for which data’s available. That’s up from 25% just two quarters ago.

In the same period, Yelp’s mobile user base climbed to 10.4 million. Yelp is now in fierce competition with Google’s local services, as well as FourSquare, which is trying to become a local recommendations engine.

Here’s a look at growth in Yelp’s local advertising share, charted against the growth in revenue from local advertising.


Yelp’s mobile app users are engaged through local discovery and the ability to make on-the-! go reser vations and appointments. Some might even write reviews on their handheld devices. Yelp can harvest all that relevant user information while also pinpointing a user’s whereabouts.

As is the case with Google, the influx of mobile app users —  and the increase in local ad inventory on mobile  — have inflated Yelp’s overall local ad revenue.

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Tuesday, September 3rd, 2013 news No Comments

drag2share: How Mobile Messaging Apps Are Disrupting The Tech And Telecom Industries


bii_ottmsg_msgbrkdownDepending on whom you ask, messaging is either the most important mobile phone feature or the second-most — after regular-old phone calls. Messaging, led by SMS texts, has grown to become a huge global industry and a revenue windfall for the world’s mobile carriers: $140 billion annually over the next three years. 

However, a new batch of companies are providing over-the-top (OTT) messaging services — services that send instant messages over the Internet and don’t depend on wireless cell networks.

The OTT services are already causing big changes in the mobile industry. From Facebook‘s Messenger service to Santa Clara, Calif.-based startup WhatsApp — which boasts 300 million monthly active users, more than than Twitter, and Korea’s LINE, these players are some of the biggest crowd-draws in mobile. It’s not just carriers that are threatened, but legacy social media too.

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Monday, August 19th, 2013 news No Comments

News Reading Shifts To Tablets


Mobile Insights is a daily newsletter from BI Intelligence that collects and delivers the top mobile industry news. It is delivered first thing every morning exclusively to BI Intelligence subscribers.

nook tablet new york times appNews Readers Spend As Much Time on Tablets as Print (
Consumers in the U.S., Germany, and France are spending as much time reading news on tablets as they are reading printed newspapers, according to a new report from World Press Trends. That’s not surprising: tablets are an ideal reading device and, unlike newspapers, the news doesn’t go stale and is constantly refreshed. Overall, the report found that mobile accounts for 20% of page views in many markets. Read >

Android Owners Are Younger, Less Wealthy (Pew)
New research from Pew finds Android has a larger proportion of younger users than rival iOS. Perhaps not coincidentally, Android owners, on the whole, appear to be less wealthy. Overall, Pew found that 56% of Americans now own a smartphone. Read >

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Apple To Sell Audio Ads on iRadio (Ad Age)
Just like Pandora, Apple will sell streaming ads on its forthcoming Internet radio station, straying from its core capabilities: software and hardware design. The ads will be sold through iAd, its mobile ad network, which hasn’t been a sterling success thus far.
Read >


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Thursday, June 6th, 2013 news No Comments

drag2share: Tablets Boost Spending on Apps by Factor of Three

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MOBILE INSIGHTS: Tablet Ownership Increases Spending On Apps By Factor Of Three

Jun 4, 2013

Mobile Insights is a daily newsletter from BI Intelligence that collects and delivers the top mobile industry news. It is delivered first thing every morning exclusively to BI Intelligence subscribers.

smartphones and tabletsTablets Boost App Spending (Analysys Mason)
Smartphone owners with a tablet spend three times as much on apps as those who don’t own a tablet, a new study says. It also found that 53% of smartphones owners had never bought an app. (That percentage was substantially lower among iOS users, however.) The survey covered 6,600 respondents in France, Germany, Poland, Spain, the UK and the United States. Read >

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Tuesday, June 4th, 2013 news No Comments

The Android Platform Migrates To Low-Cost PCs


Mobile Insights is a daily newsletter from BI Intelligence that collects and delivers the top mobile industry news. It is delivered first thing every morning exclusively to BI Intelligence subscribers.

BII android platform distribution

New Acer $400 PC Will Run Android (CNET)
This should give Microsoft pause: Acer’s new all-in-one PC, named the AIO, will run Android. Intel has dropped hints that more Android-powered low-cost PCs are on the way. Although Android chief Sundar Pichai threw water on the idea of connecting the Android and Chrome operating systems, it makes sense in a multi-device computing world to have the same operating system underpinning mobile-devices and low-powered laptops. Read >

The Average American Spends An Hour Of Quality Time With Their Smartphone (AllThingsD)
That’s according to a new study out by Experian. At least half that time is spent talking and texting. Read >

Apple’s iPhone Sales in India Up 400 Percent (Apple Insider)
It’s starting from a low base, but Apple is now moving 400,000 devices per month thanks to aggressive pricing strategies. However, some observers have penned articles with a contrarian take, saying that in fact, India has become a “dumping ground” for outdated iPhones 4 models. Read >

BII_GG_FunA Fun Take On Privacy In A World With Google Glass (Taptastic)
From pro-privacy haircuts, to portable anonymous lighting, to simply scaring off other Glass wearers with your own pair. A light-hearted take on a serious issue: what will happen to privacy in a world where no one knows whether you’re filming them or not? Read >

Is Silicon Valley An Echo Chamber, Or Can It Make Apps For The Rest Of The World? (The New York Times)
Nick Bilton of The New York Times muses about whether Silicon Valley creates many apps that just aren’t relevant to lifestyles outside of the privileged, engineer-choked world of Northern California. He analyzes success stories like Uber, and an a! pp calle d Twist as he considers this question. Read >

A Handy Infographic Outlining App Global Store Stats (
Interesting to note that Microsoft’s store and the Amazon Appstore, the latter with only 16 million total downloads, are dwarfed by the competition. (See below.)

How Mobile Apps Have Changed the World


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Monday, June 3rd, 2013 digital No Comments

drag2share: Time Spent with Devices – TV Still Dominates


timespentperdevice1. Why Cross-Screen Marketing Will Be A Game-Changer For The Mobile Industry [REPORT]The question ad buyers have is whether advertising across screens can really help drive forward an overall campaign goal better than TV-only or traditional online campaigns.

In other words, is it worth the trouble? A growing number of mobile ad industry companies are arguing that a cross-screen approach integrating mobile is more effective.

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Friday, May 31st, 2013 news No Comments

Prepaid Smartphones Are Increasingly Popular In The U.S.


Mobile Insights is a daily newsletter from BI Intelligence that collects and delivers the top mobile industry news. It is delivered first thing every morning exclusively to BI Intelligence subscribers.

iphone 4s angle 400One-Third Of All U.S. Smartphone Sales Were Prepaid In The First Quarter (CNET)
Mobile financing patterns are changing. According to the NPD Group, prepaid smartphones accounted for 32% of all U.S, smartphone sales in the first quarter, up from 21% a year prior. NPD attributes the jump to consumers buying older models of flagship phone models, like the Samsung Galaxy S2 or the iPhone 4S. It may also explain why smartphone penetration is reaccelerating. Read >

How To Break Into Mobile Native Advertising (Mobile Marketer) 
Interviews with executives from Klip, SessionM and Sharethrough on the best ways to get started with mobile native advertising campaigns. The main advice is to design context-sensitive ads that help customers solve problems in their day-to-day lives, and to focus on limited concrete goals at first, like getting users to share content. Read >

Apps Begin To Arrive on Google Glass (New York Times)
CNN, Elle, Twitter, Tumblr, Facebook, and Evernote will soon unveil new apps for Google Glass as it begins builds out its developer ecosystem. Path and the New York Times were previously the only apps available. Read >

AT&T CEO: Content Providers Will Subsidize Consumers’ Dat! a (F ierce Wireless)
Carriers are eager to ward off consumer dissatisfaction with data plans. AT&T Chairman and CEO Randall Stephenson told investors at a J.P. Morgan conference that he expects content providers and app developers to unveil new models that let consumers access their content without egregiously high data bills. “There will be models that emerge where they defray consumer charges by paying it themselves, or by advertising.” Read >

YouTube Is The Largest Source Of Mobile Traffic (Sandvine)
But who will be in the carriers’ crosshairs when the all-you-can-eat data party ends? YouTube accounts for a quarter of North American mobile traffic during peak period, according to Sandvine. Facebook chips in another 10%. Real-time entertainment (i.e., mobile video) accounts for 44% of peak mobile traffic. Read >

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Consumer Spending On iOS Games Passes Dedicated Handheld Games (App Annie)
For the first time, gaming revenue on the iOS app store surpassed gaming-focused handheld devices, like Nintendo DS or Sony PlayStation Portable, further underscoring how smartphones are disrupting markets for devoted devices, such as MP3 players or cheap cameras. Games are the app store’s real success story. Games represent about 40% of downloads and 70 to 80% of consumer spending in both the App Store and Google Play. Read >

iOS And Android Combine For 92 Percent Of First Quarter Smartphone Shipments (IDC)
IDC reported slightly higher smartphone shipments than Gartner for the first quarter: 216 versus 210 million, respectively. Both showed Android opening up a massive lead in platform market share. IDC’s numbers also showed Microsoft’s Windows Phone overtaking BlackBerry as the number three operating systemRead >

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Friday, May 17th, 2013 digital No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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