Mobile Engagement Archives - Phunware Engage Anyone Anywhere Tue, 18 Jul 2023 22:08:46 +0000 en-US hourly 1 https://wordpress.org/?v=6.6.2 The Ultimate Guide to Mobile App Growth Strategy https://www-origin.phunware.com/mobile-app-strategy-guide/ Thu, 04 May 2023 16:37:48 +0000 http://127.0.0.1/press-releases/phunware-announces-cfo-transition-copy/ In this blog post, we’ll explore everything you need to know about mobile app growth strategy. From understanding the fundamentals to tips and tactics for effectively acquiring, retaining, and monetizing users, adoption of best practices, and how to measure success.

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Mobile apps are now an essential part of our everyday lives in today’s mobile-first world. From fitness tracking apps to social media and entertainment apps, they have become an integral part of our daily routines. However, with millions of apps available in various app stores, it’s becoming more challenging to stand out.

That’s where a solid mobile app growth strategy comes in.

Mobile app growth strategy is the set of activities, tactics, and techniques that app developers and marketers use to acquire, engage, and retain users, and maximize revenue generation. A well-thought-out strategy plays a crucial role in achieving high user acquisition and retention, and revenue goals.

In this blog post, we’ll explore everything you need to know about mobile app growth strategy. From understanding the fundamentals to tips and tactics for effectively acquiring, retaining, and monetizing users, adoption of best practices, and how to measure success.

Whether you’re a mobile app developer, app marketer, or app growth strategist, this guide will provide you with the insights and tools needed to succeed in the hyper-competitive world of mobile apps.

Let’s dive right in.

Understanding Your Audience

A successful mobile app growth strategy starts with understanding your audience. Knowing who you’re creating the app for, how they’ll use it, and what they need it to do are all essential elements of success. Here are the steps involved in understanding your audience:

The first step is conducting market research. This involves researching your target market and learning about their needs and preferences. You can do this by exploring other related apps, analyzing customer reviews and feedback, and conducting surveys and interviews with potential users.

Once you’ve gathered data from your market research, you can start to define user personas. This involves creating detailed profiles of your ideal users with information such as age, gender, location, education level, interests, and any other relevant details. This gives you a better understanding of who to target and empowers you to create a tailored growth strategy.

Evaluating user behavior is also an important part of understanding your audience. You can analyze user behavior through downloads, retention rates, in-app purchases, and more to gain insights into how users are engaging with your app and what they find valuable. Google Analytics, Flurry, and Mixpanel are examples of tools that help you to analyze user behavior.

Finally, it’s essential to use feedback to improve your app and make it more user-friendly. User feedback will give you an understanding of what users like and don’t like about your app and what features they would like to see implemented.

It can often be challenging to fully understand your audience thus, it’s essential to partner with professionals who can help you simplify this discovery process. Phunware provides full-stack mobile solutions that enable organizations to easily understand their audience and enhance their app growth strategy.

Optimizing User Acquisition

As the mobile app ecosystem continues to become more crowded and competitive, the cost of acquiring users has also been growing in recent years. It’s important more than ever to have a strong user acquisition strategy to drive mobile app growth.

Before you begin acquiring users, you need to develop a comprehensive user acquisition strategy. To do so, you should begin by setting specific, measurable goals that you want to achieve through user acquisition. For example, do you want to acquire 1000 users in the first month? Or perhaps you want to lower the cost per acquisition by 25%? Defining your goals will help you measure your progress and success.

Once you have your goals, you need to determine how you’re going to acquire users. This includes deciding which channels and platforms you will use and identifying the target demographic for each channel based on factors such as age, gender, and interests.

Implementing App Store Optimization (ASO)

App Store Optimization (ASO) is crucial in user acquisition. ASO is the process of improving the visibility of your app in stores, such as Google Play and the Apple App Store.

You can improve your app’s ranking and drive more organic downloads when you optimize your app store page by focusing on keywords, descriptions, and visuals. Identify the most relevant keywords for your app and use them in the title, description, and screenshots. You should also ensure that your visuals are clear and engaging to encourage users to download your app.

Once you have optimized your app store page, consider launching an advertising campaign to drive even more downloads. This can include running ads on platforms such as Google Ads, Facebook Ads, or Apple Search Ads.

When launching your ads, make sure you’re targeting the right audience with precise targeting options such as demographics and interests. You can also test different ad creatives to determine which one is most successful.

Phunware offers mobile advertising expertise to deliver unmatched growth and improve your ROI. From Media Planning to Campaign Optimization, we can effectively target audiences to drive strong campaign performance.

Leveraging Social Media Platforms

Social media is also a great way to acquire users. You can promote your app on platforms such as Twitter, Facebook, Instagram, and YouTube. Use visuals and videos to showcase the features of your app and encourage users to download it. You can also leverage influencers and user-generated content to reach more people.

Enhancing User Retention

Retaining mobile app users is just as important as acquiring new ones. Enhancing user retention can contribute significantly to the growth of your mobile app. It not only helps in maintaining a consistent user base but also helps in improving the app’s ranking in the app stores.

Research into global user retention rate shows that the average retention rate for iOS apps dropped from 25.6% to 4.3% over 30 days in Q3 2022 while it dropped from 22.6% to 2.6% for Android apps in the same period. If you’re an app developer, app marketer, or app growth strategist, this shows how important it is to keep users engaged with your mobile app.

The following are four vital tactics for keeping users engaged with your app:

1. Focus on User Experience

You know how frustrating it can be when an app is slow to load or the navigation is confusing. That’s why focusing on user experience is key to user retention. Make sure to use a mobile-friendly design, optimize the app for speed, and provide a streamlined navigation system. Doing these will improve the user experience and thus increase engagement and retention.

2. Implement Push Notifications

Push notifications are a great tool to engage users and keep them engaged. They can be used to alert users of new content, remind them to use the app, or offer promotional discounts. Just make sure to use them sparingly and keep them personalized. If notifications are too frequent, users may opt out or uninstall your app entirely.

Push notifications are an essential feature of mobile engagement alongside other audience monetization techniques such as direct campaigns.

3. Create In-App Personalization

Creating in-app personalization is another great way to increase user engagement. This means allowing users to customize their experience within the app. You can do this by offering personalization features for the home screen, enabling notification preferences, etc, thus giving users a feeling of control and helping to build loyalty.

4. Leverage Gamification Elements

Lastly, infusing elements of game design into the user experience encourages users to complete tasks, engage with content, and even interact with one another. Adding game elements keep users engaged and encourages them to come back to the app.

Monetizing Your App

Developing a mobile app is only the first step, the key to long-term success is monetizing your app effectively. To make your app profitable, you need to choose the right app monetization model. Below are some popular ways you can monetize your app

Implementing  In-app Purchases

In-app purchases have become a significant source of revenue for many app developers and it’s a great way to keep users engaged. According to a report by Allied Market Research, the in-app purchase market is growing at a CAGR of 19.8% from 2020 to 2027 and would reach an estimated revenue of $341 billion by 2027.

With in-app purchases, users buy additional content, virtual goods, or services ranging from currency to premium content. One of the keys to successful in-app purchases is to make them timely and relevant.

Hospitality and healthcare organizations particularly can monetize their apps using in-app purchases. For example, a healthcare provider could offer premium services such as virtual consultations or personalized health plans for a fee. Similarly, a hospitality company could offer in-app purchases for additional services such as room upgrades, late checkouts, or exclusive access to amenities.

Integrating Ads

Advertising is another popular way to monetize apps. It involves placing ads in your app, either in the form of banner ads, interstitial ads, or video ads. This approach can be a great way to bring in extra revenue without requiring users to make any purchases.

However, it can also create a less-than-ideal user experience, so you should consider how intrusive the ads will be before you decide to use this model.

Offering Premium Features

Premium features are another app monetization tool. You can offer core app functionality for free but charge users for additional features, such as advanced features, unlimited access, or ad-free experiences. This monetization model works best for apps that appeal to power users and are used frequently.

Measuring and Analyzing Your Success

Measuring your app performance is essential for a successful mobile app growth strategy. Key Performance Indicators (KPIs) help you measure performance against predetermined goals and objectives and they can provide you with insights into whether your app is growing or not, and help you identify areas for improvement. Below are three important KPIs you should track:

User Engagement

User engagement is essential for understanding your app’s performance. It’s important to measure how many people are actively using your app and how often they’re returning. To measure user engagement, you can track metrics such as the average session time, the number of sessions per user, the number of daily and monthly active users, and the total time spent in your app.

The more engaging an app is, the more likely users are to spend time on it, return frequently, and recommend it to others. High user engagement leads to increased retention and revenue in the long run.

Retention Rate

User retention rates measure how likely users are to keep using your app after their first session. It’s important to track this metric as it’ll help you understand if users are finding value in your app and if they’re likely to come back. To measure retention rates, track the percentage of users who return to your app on any given day, week, or month.

App Store Ratings and Reviews

Ratings and reviews on the app store are important metrics to monitor for any mobile app. Positive ratings and reviews can help boost your app’s visibility and downloads, while negative ratings and reviews can cause potential users to look elsewhere. To analyze ratings and reviews, look for trends in the feedback and use this as an opportunity to make improvements to your app.

Refining and Scaling Your Strategy

Refining your app growth strategy can help you identify the most effective channels to promote your app, optimize your user experience, and ultimately, drive app growth.  The recommended steps for refining your app growth strategy include

A/B Testing

A/B testing is a powerful tool that can help app developers and marketers improve app engagement rates. It involves creating two versions of an app, with one serving as a control and the other as the test version.

Test versions can include variations in elements such as app design, user interface, or in-app content. By observing how users interact with both versions and comparing performance metrics, you can gain valuable insights into which version works best. Some examples of A/B tests include testing different app icons, testing different call-to-actions, and testing different pricing plans.

Surveys

Conducting surveys is another essential step in refining your app growth strategy. Surveys can help you better understand your users and their needs, and how they interact with your app. This allows you to make more informed decisions about how to improve your app to better meet user needs.

You can conduct surveys using in-app or email surveys. It’s important to make sure the questions in a survey are easy to understand.

Adapting to Market Trends

Market trends are continually changing, and app developers and marketers need to be able to adapt quickly. Staying up-to-date on the latest trends enables you to stay competitive and attractive to users. You can also use market trends to identify new growth opportunities. For example, Meta introduced Stories to Instagram in 2014 and later on Facebook in 2017 to compete with Snapchat’s features.

Experimenting with New Platforms and Technologies

Exploring new avenues such as AR and VR, podcasts, and new social platforms can help you reach new audiences and attract new users. However, you should critically asses these platforms and technologies to determine which will be most effective and generate positive ROI for your mobile app growth strategy.

 

In conclusion, mobile app growth strategies are essential for any successful mobile app development. Understanding your audience, optimizing user acquisition, enhancing user retention, monetizing your app, and measuring and analyzing your success are key elements of a successful strategy. 

Additionally, staying up-to-date with market trends, and experimenting with new platforms and technologies are important tactics for fostering mobile app growth.

At Phunware, we understand the importance of an effective mobile app growth strategy, thus we provide you with everything you need to succeed on mobile. Whether you are looking to improve your existing app or need a new one entirely, Phunware’s comprehensive mobile app solutions can deliver the technology and analytics you need to optimize your mobile app growth strategy and drive more downloads and revenue. 

Chat with us today to learn more about how we can help you achieve mobile app success!

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Phunware’s CEO Interviewed for Association for Corporate Growth Virtual Luncheon https://www-origin.phunware.com/acg-podcast/ Wed, 08 Apr 2020 20:10:30 +0000 http://127.0.0.1/blog/phunware-mobile-pandemic-response-solution-launches-copy/ Check out the recent podcast interview with Phunware CEO, Alan S. Knitowski, and Thom Singer in a special episode for Association for Corporate Growth.

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Today Phunware’s President, CEO and Co-Founder, Alan S. Knitowski, was scheduled to present at the Association for Corporate Growth (ACG) luncheon. However, with current restrictions surrounding the COVID-19 pandemic, the luncheon and all live events for the foreseeable future have been cancelled. In an effort to continue to provide members with quality content as we all navigate our new normal, ACG Austin/San Antonio conducted an interview with Mr. Knitowski in a special episode of Thom Singer’s podcast.

Listen to the full interview

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Phunware Announces 2019 Earnings and Business Developments https://www-origin.phunware.com/2019-earnings-business-update/ Mon, 30 Mar 2020 20:24:12 +0000 http://127.0.0.1/blog/ventilator-registry-launch-copy/ This week Phunware announced its 2019 financial results and provided an update on recent business developments.

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This week Phunware announced its 2019 financial results and provided an update on recent business developments.

“Today we are pleased to share our trailing financial results for the Company, which included a dramatic year-over-year revenue transformation from one-time, non-recurring application transactions revenue to annual and multi-year recurring platform subscriptions and services revenue tied to the licensing and use of our Multiscreen as a Service (MaaS) enterprise cloud platform for mobile,” said Alan S. Knitowski, President, CEO and Co-Founder of Phunware. “More importantly, and specific to the subsequent events and recent operational actions taken to address our go-forward business activities while the ongoing COVID-19 coronavirus pandemic continues to unfold worldwide, we have announced a $3 million structured debt financing to address our balance sheet and a furlough of 37 Phunware employees to address our cost structure during the existing governmental stay-in-place orders unique to our business facilities and operations in Central Texas, Southern California and Southern Florida.”

Read the full article from Proactive

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Blythe Masters Appointed as Phunware Board of Directors Chair https://www-origin.phunware.com/phunware-board-of-directors-chair-blythe-masters/ Mon, 30 Mar 2020 19:30:44 +0000 http://127.0.0.1/blog/2019-earnings-business-update-copy/ Today Phunware is pleased to announced the appointment of Blythe Masters as the new Chair of the Board.

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Today Phunware is pleased to announced the appointment of Blythe Masters as the new Chair of the Board. Ms. Masters succeeds Eric Manlunas who will remain with Phunware as a Director and Member of both the Compensation Committee and Audit Committee

“We are living in unprecedented times as the world faces the COVID-19 pandemic, so we are honored and fortunate to have Blythe serve as Chair for Phunware’s Board of Directors,” said Alan S. Knitowski, President, CEO and Co-Founder of Phunware. “Blythe’s proven leadership and experience will be invaluable to helping Phunware navigate the current macro and health environments as we continue to diligently manage cash and drive towards self-sufficiency through operational excellence.”

Read the full article from Proactive

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Phunware Announces Launch of its National Ventilator Registry https://www-origin.phunware.com/ventilator-registry-launch/ Fri, 27 Mar 2020 18:50:56 +0000 http://127.0.0.1/blog/issuance-of-senior-convertible-notes-copy/ Phunware asks medical professionals to help compile a National Ventilator Registry launched to help identify and track lifesaving equipment.

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Today Phunware announced that it has launched a National Ventilator Registry, calling medical professionals to help compile the registry so clinicians have complete visibility into existing resources and can locate lifesaving equipment.

“We have built a data engine that is capable of managing over a billion active devices and four billion daily transactions, while generating more than 5 terabytes of data each day,” said Randall Crowder, COO of Phunware. “We can leverage our technology to identify and track critical medical assets like ventilators, but we need to act now and we need everyone’s help getting the word out to medical professionals on the frontline so that we can collect the information that we desperately need.”

Read the full article from Proactive

Visit the National Ventilator Registry

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Phunware Announces Issuance of Senior Convertible Notes https://www-origin.phunware.com/issuance-of-senior-convertible-notes/ Mon, 23 Mar 2020 20:40:29 +0000 http://127.0.0.1/blog/avia-vetted-product-copy/ Phunware has entered into a financing transaction with Canaccord Genuity for the issuance of senior convertible notes.

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Today Phunware announced that it has entered into a financing transaction with Canaccord Genuity for the issuance of senior convertible notes. Upon closing of the sale, Phunware is expected to receive gross cash proceeds of $2.760 million.

Read the full press release

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Phunware Recognized as AVIA Vetted Product https://www-origin.phunware.com/avia-vetted-product/ Thu, 19 Mar 2020 21:04:27 +0000 http://127.0.0.1/blog/top-health-system-location-based-services-copy/ AVIA has recognized the Phunware digital front door software as an AVIA Vetted Product based on the needs and criteria of its members.

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Today we announced that AVIA has recognized the Phunware digital front door as an AVIA Vetted Product. These products have been proven to address mobile applications effectively based on the needs and criteria of AVIA Members.

“Phunware is honored to have an AVIA Vetted Product, which will allow us to connect with over 25 distinguished health systems who are committed to digital transformation in a mobile-first world,” said Randall Crowder, COO of Phunware. “We look forward to this partnership with AVIA as we continue to offer health systems an enterprise-wide, best-in-class digital front door.”

Read the full article from Proactive

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Phunware Location Based Services Deployed at A Leading US Health System https://www-origin.phunware.com/top-health-system-location-based-services/ Mon, 16 Mar 2020 19:45:11 +0000 http://127.0.0.1/blog/phunware-investor-relations-program-hayden-ir-copy/ Phunware announces the deployment of its Location Based Services for a top US health system.

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We recently announced that our patented Location Based Services, a key component of the award-winning Multiscreen-as-a-Service (MaaS) platform, has been deployed at a leading US healthy system spanning 30 facilities and more than 22 million square feet. 

“The enterprise rollout of this mobile application enabled by our location-based services is another great example of leadership in healthcare innovation and we’re proud to play our part in building a true digital front door,” said Alan S. Knitowski, President, CEO and Co-Founder of Phunware. “Being able to navigate a complex facility easily makes hospital visits less stressful for patients, while being able to reach and inform patients with the push of a button, saving precious time and increasing staff efficiencies.

Read the full article from Proactive

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Phunware to Launch Investor Relations Program with Hayden IR https://www-origin.phunware.com/phunware-investor-relations-program-hayden-ir/ Tue, 10 Mar 2020 15:52:47 +0000 http://127.0.0.1/blog/phunware-new-customer-wins-applications-copy/ Phunware announces launch of investor relations program with Hayden IR

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Phunware announced today it has engaged Hayden IR, a highly recognized, national investor relations firm, to raise its visibility and strengthen its relationships with the investment community.

“Over the past year, we have strengthened our financial position as we approach operating cash flow breakeven and move towards breakeven on an adjusted EBITDA basis,” said Alan S. Knitowski, President, CEO and Co-Founder of Phunware. “To ensure we capitalize on these important milestones, we look forward to working with the team of professionals at Hayden IR to help us target and expand our investor audience and ensure we are communicating effectively with Wall Street.”

Read the full article from Proactive

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Phunware Talks New Customer Wins for Application Transactions https://www-origin.phunware.com/phunware-new-customer-wins-applications/ Fri, 06 Mar 2020 16:52:32 +0000 http://127.0.0.1/blog/phunware-appoints-wikipedia-co-founder-larry-sanger-advisory-board-copy/ Phunware appoints Wikipedia co-founder Larry Sanger to Advisory Board.

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Phunware announced new customer wins for application transactions using Phunware’s proprietary Audience Engagement solution, which is a managed service capability that enables brands to build custom audiences and deliver targeted media to optimize engagement. 

The Company also recently released new user activity audiences capabilities to its Multiscreen-as-a-Service (MaaS) platform that allows brands to create custom user segments, calculate approximate audience sizes and create cross-platform campaigns among users.

“Phunware has been delivering everything you need to succeed on mobile for over a decade, so helping brands engage audiences with digital media is a natural core competency for us in a mobile-first world,” said Luan Dang, CTO and Co-Founder of Phunware. “Our data-enriched media allows brands to optimize their marketing spend, while our blockchain-enabled data exchange provides improved transparency to combat ad fraud and ensure both brand and consumer protection alike.”

New customer wins included Samsung, Live Nation, Ticketmaster, House of Blues, AEG, Madison Square Garden, Metrolink, Coast Electric, Census 2020, the University of Pennsylvania and Truthfinder amongst others.

Read the full article from Proactive

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Phunware Adds Top US Cancer Center as Mobile Digital Front Door Customer https://www-origin.phunware.com/phunware-top-rated-cancer-center-digital-front-door/ Mon, 02 Mar 2020 18:28:03 +0000 http://127.0.0.1/blog/phunware-location-based-services-cisco-meraki-copy/ Phunware adds top rated US cancer center as mobile digital front door customer on its Multiscreen-as-a-Service (MaaS) platform.

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Phunware has announced that it has added one of the top rated cancer hospitals in the United States as a new customer for its mobile digital front door solution. Phunware’s Multiscreen-as-a-Service (MaaS) platform helps patients and clinicians demystify the healthcare journey for both families and staff. 

“MaaS provides our customers with a true digital front door for their patients and staffs, either end-to-end as a complete turn-key solution off-the-shelf, or as software components and tools that they can license, incorporate and build on their own through convenient and frictionless Github downloads and a comprehensive learning management system known as the Phunware Phenom Certified Developer Program,” said Alan S. Knitowski, President, CEO and Co-Founder of Phunware. “Missed appointments cost the US healthcare system more than $150 billion every year, so we’re extremely excited to enable such a prominent, globally recognized healthcare organization to better manage their patient and clinician experience across more than 14 million square feet of facilities spread over a 40 block downtown metropolitan area.”

Read the full article from Proactive

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Phunware’s Location Based Services to be Featured in Cisco Meraki Marketplace https://www-origin.phunware.com/phunware-location-based-services-cisco-meraki/ Tue, 25 Feb 2020 17:12:10 +0000 http://127.0.0.1/blog/phunware-himss20-orlando-florida-copy/ Phunware’s Location Based Services to be Featured in Cisco Meraki Marketplace!

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Phunware has announced that Cisco Meraki now features the Company’s Multiscreen-as-a-Service (MaaS) Location Based Services (LBS) app in its Meraki Marketplace, which is an exclusive catalog of Technology Partners like Phunware that showcases applications developed on top of the Meraki platform, allowing customers and partners to view, demo and deploy commercial solutions.

“We recently announced a collaboration debut between Phunware and Cisco Webex called the On My Way mobile app portfolio for South by Southwest (SXSW) attendees in March in conjunction with the Cisco Innovation Hub at Capital Factory, where I’ll be discussing three-dimensional cognitive workspaces,” said Randall Crowder, COO of Phunware. “The Meraki Marketplace will now provide Phunware an important channel to thousands of Cisco Meraki customers across more than 100 countries worldwide who need the very best LBS solutions for their network environments without the risk of deploying unproven technology.”

 

Read the full article from Proactive

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Phunware to Attend HIMSS20 Global Health Conference & Exhibition in Orlando https://www-origin.phunware.com/phunware-himss20-orlando-florida/ Mon, 24 Feb 2020 20:28:07 +0000 http://127.0.0.1/blog/phunware-sxsw-cisco-corporate-campus-copy/ Phunware to Attend HIMSS20 Global Health Conference & Exhibition in Orlando in March!

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Phunware has announced it will be attending the Healthcare Information and Management Systems Society (HIMSS) Global Health Conference & Exhibition from March 9-13 in Orlando, Florida. There will be on-site staff in the Exhibit Hall with channel partners Hewlett-Packard / Aruba  at Booth #3321, as well as HID Global at Booth #6987.

“Companies across every major industry are using technology to transform their businesses and this event acts as a global stage for the latest innovation across these industries,” said Alan S. Knitowski, President, Chief Executive Officer and Co-Founder of Phunware. “We’re excited to meet with innovators and thought leaders in healthcare and elsewhere to explore how Phunware’s MaaS platform and digital front door can better engage new and existing customers, all while driving profitable behavior.”

For additional information on the event, visit himssconference.org/. To register, visit here. To view the full HIMSS20 program, visit here.

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Phunware to Partner with Cisco at SXSW 2020 to Demo Integrated Mobile Corporate Campus Solution https://www-origin.phunware.com/phunware-sxsw-cisco-corporate-campus/ Thu, 20 Feb 2020 19:39:33 +0000 http://127.0.0.1/blog/advisory-board-todd-ruppert-copy/ Phunware to Partner with Cisco at SXSW 2020 to Demo Integrated Mobile Corporate Campus Solution.

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Phunware has announced it will debut an integrated mobile corporate campus solution called On My Way in collaboration with Cisco Systems, Inc. at Capital Factory during SXSW 2020 in Austin, TX. The Cisco Innovation Hub, which will be held March 14th and 15th, will also feature participants including Cisco Webex, Meraki, AppDynamics, DNA Spaces, CDA, Cisco Investments and DevNet.

“Cisco is both a valued channel partner and strategic investor, so we are thrilled to announce this collaboration to extend our mobile corporate campus solution with Cisco Webex Room Kits,” said Randall Crowder, COO of Phunware. “Our mobile cloud platform delivers a critical software layer to optimize workflows while providing a more comprehensive and seamless user experience, so it’s a natural fit to go-to-market in partnership with global digital transformation innovators such as Cisco Webex Teams.”

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Phunware Appoints Todd Ruppert to Advisory Board https://www-origin.phunware.com/advisory-board-todd-ruppert/ Thu, 13 Feb 2020 18:46:06 +0000 http://127.0.0.1/blog/pediatric-healthcare-digital-front-door-copy/ Phunware appoints Todd Ruppert to Advisory Board.

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Phunware announced this week the appointment of Wall Street veteran Todd Rupert to its Advisory Board. Rupert brings with him a wealth of leadership experience spanning 40 years in various fields including financial services, education, disruptive technologies, publishing, arts, entertainment and strategy consulting.

“It’s critical for any public company to have strong, experienced financial leadership around the table,” said Blythe Masters, Board Member and Chair of the Audit Committee of Phunware. “We’re thrilled to welcome someone of Todd Ruppert’s stature to the Phunware team.”

Read the full article from Proactive

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Two Pediatric Healthcare Facilities Deploy Phunware-Enabled Digital Front Door https://www-origin.phunware.com/pediatric-healthcare-digital-front-door/ Tue, 11 Feb 2020 21:53:05 +0000 http://127.0.0.1/blog/audience-targeting-campaign-results-copy/ Phunware announces the successful deployment of its Multiscreen-as-a-Service platform for two well-known pediatric healthcare facilities in Alabama and Florida.

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This week, Phunware announced the successful deployment of their MaaS platform for two well-known Pediatric Healthcare Customers in Alabama and Florida. The launch is aimed at helping the healthcare facilities deploy an integrated digital front door on mobile that’s enabled by feature-rich mobile app solutions so they can better engage their patients.

Read the full article from Proactive

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Phunware Audience Targeting Yields Successful Results https://www-origin.phunware.com/audience-targeting-campaign-results/ Fri, 07 Feb 2020 17:09:56 +0000 http://127.0.0.1/blog/digital-transformation-luxury-casino-hotel-copy/ Read more about how Phunware's Audience targeting capabilities helped a customer build brand awareness, increase downloads and improve user retention.

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Phunware announced the results of a brand awareness campaign for a premium consumer mobile application portfolio of more than 10 million consumers. The company’s targeting utilized the Audience Building and Audience Engagement features to better engage with, grow and monetize app users.

Read the full article from Proactive

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Phunware Drives Digital Transformation for Globally-Known Luxury Casino Hotel https://www-origin.phunware.com/digital-transformation-luxury-casino-hotel/ Thu, 06 Feb 2020 18:56:13 +0000 http://127.0.0.1/blog/phunware-2019-product-deliveries-2020-outlook-copy/ Read more about how Phunware is helping hospitality customers through their digital transformations!

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Phunware announced that it has successfully deployed its Multiscreen-as-a-Service (MaaS) platform at two multi-billion dollar resort properties representing two of the largest luxury casino hotels in the US.

The Company’s Hospitality Solution not only guides guests throughout each property with real-time and static wayfinding, but also supports additional capabilities including on-demand ordering, contextual messaging, streamlined workflows, third-party integrations and rich analytics to better optimize any mobile strategy or initiative.

Read the full article from Proactive

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Phunware Announces 2019 Product Deliveries and 2020 Roadmap for Multiscreen-as-a-Service Platform https://www-origin.phunware.com/phunware-2019-product-deliveries-2020-outlook/ Wed, 15 Jan 2020 20:15:50 +0000 http://127.0.0.1/blog/phunware-board-of-directors-blythe-masters-copy/ Learn more about the Phunware Board of Director's newest member!

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Phunware has released a comprehensive list of their 2019 product deliveries as well as their 2020 outlook for their Multiscreen-as-a-Service (MaaS) platform.

The Company has made several significant improvements and new product capabilities within its Location-based Services, Mobile Engagement, Content Management, Analytics and Audience Monetization modules that were both highly anticipated and requested, and they plan to carry that same momentum into 2020 with updates that continue to enhance their platform and bring powerful mobile application and mobile data capabilities to their customers.

Read the full article from Proactive

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“Click Here for Something Boring”: When Marketing Personalization Falls Flat https://www-origin.phunware.com/click-here-for-something-boring-when-marketing-personalization-falls-flat/ https://www-origin.phunware.com/click-here-for-something-boring-when-marketing-personalization-falls-flat/#respond Tue, 15 May 2018 13:00:35 +0000 http://127.0.0.1/?p=21728 (Originally published on September 16, 2015) Have you ever been to an all-you-can-eat buffet? Giant appetizer platters, vats of soup, an endless selection of meats and veggies and desserts…it’s tempting to load your plate up with items that don’t even sound that appetizing. “It’s right in front of me—why not?” is the prevailing mentality (at […]

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(Originally published on September 16, 2015)

Have you ever been to an all-you-can-eat buffet? Giant appetizer platters, vats of soup, an endless selection of meats and veggies and desserts…it’s tempting to load your plate up with items that don’t even sound that appetizing. “It’s right in front of me—why not?” is the prevailing mentality (at least for gluttons like me). Of course, by the time the meal is over, you might as well roll me out of there. I will have eaten too much—without even enjoying a lot of it.

Right now retailers are at their own all-you-can-eat buffet of sorts. They have more options to engage customers than ever before. They have an array of technology tools they hope to use to nail marketing personalization once and for all, driving conversions and setting them apart from their competitors. There’s the standard fare, of course (email marketing, direct mail, PPC, etc.), and a few new gourmet options as well (native app push notifications and SMS alerts, geo-targeting, etc.). And retailers are pigging out.

They’re trying everything on the menu to deliver targeted offers to consumers, hoping to catch them at the right moment with the right message to make them to open their wallets. They’re sampling everything in the buffet…and leaving with nothing to show for it. In fact, over 60% of retailers say they expect ZERO ROI from so-called personalized messages they’ll be sending this holiday season. Talk about empty calories!

If the majority of retailers have no confidence in the return they’ll get on one-to-one mobile push marketing, we’ve got some work to do as an industry. Fortunately, through their loyalty programs, many retailers have access to the detailed shopper data that can make personalized marketing personalization effective. Add that to the data from consumers using the retailers’ branded mobile apps, and they have what they need to paint a pretty complete picture of their customers.

So what should retailers be doing with that data? Let’s start with the basics.

Bad Mobile Marketing Personalization: What Not to Do

A personalized offer can surprise and delight a customer (“Wow, this brand really gets me!”), or it can completely freak a customer out. Avoid creepy “I know what you did last summer” personalization.

Example: Customer has purchased two bottles of wine every night for the past three nights.

Blog-Click-Here-Example-Bad-1

Not cute.

Also, if you’re going to use one-to-one marketing, make sure it’s actually personalized—not obviously programmed. Consumers catch on when they receive marketing messages from brands at the same time every day or week, and they learn to tune them out.

Example: No data collected.

Blog-Click-Here-Example-Bad-2

This offer may as well say “Click here for something boring.”

Good Mobile Marketing Personalization

Good personalization leverages user data and context to deliver messages and offers that benefit users in some way—educating them, informing them, giving them discounts and promotions, or simply entertaining them. Segmenting app users and personalizing content according to the specific characteristics of each segment is a powerful way to keep users engaged.

When you layer this segmentation with location targeting capabilities, you’ve got the magic sauce. One location targeting tool is the geo-fence—a virtual GPS boundary used by marketers and advertisers to trigger campaigns and measure activity. To put it very simply, when someone with your brand’s app on their phone crosses through a geo-fence you have drawn around your store location (for example), it might trigger a message or promotion. Here are some examples of the types of high-converting mobile marketing messages you could deliver:

Example: Getting Creative with Geo-Fences
Data trigger: User has crossed through a pre-established geo-fence…

Blog-Click-Here-Example-Good

In-the-moment, contextually triggered marketing outreach like this just feels more relevant to the user—because it is—and it may even be welcome. (After all, who doesn’t love turtlenecks?)

Download our eBook, Capitalize on Context: The Savvy Retailer’s Guide to Location Marketing, to learn more about how mobile technologies help you understand and predict consumer context behavior.

DOWNLOAD THE eBOOK

Measuring the Effectiveness of Personalization

Some users are always going to be creeped out by personalized marketing and will resist the urge to share data with you in exchange for a more tailored marketing experience. That’s ok. You’re marketing to the users who do want personalization, and the only way to figure out what works is to test it.

An important indicator of good personalization is the number of users who re-engage with your app after receiving personalized communication from you. Whether your outreach is via push notification, email or something else, make sure you have a clear and succinct call to action that draws them back into your app. Tracking how many users take that call to action will validate that your messages were user-centric and not generic or irrelevant.

Tailoring push notifications and other marketing messages to your app users is not only about personalized content—it’s about the right context, too. Analytics are your best weapon for defining the best time, place and message to engage your app users. Keep in mind that the right context will vary from app to app, and will ultimately be decided by the users anyway.

The moral of the story: if you don’t want to end up among the 60% of marketers who expect zero ROI from their mobile marketing, don’t pig out at the all-you-can-eat mobile marketing buffet. A carefully planned, data-backed personalization strategy is your best bet for recouping that marketing investment—and then some!

Want to take the guesswork out of calculating ROI? Use our free Marketing Automation ROI Campaign Calculator to find out how much automation can save your team.

Take Me To The ROI Calculator

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How Retailers Can Use Mobile to Out-Deliver Amazon https://www-origin.phunware.com/how-retailers-use-mobile-out-deliver-amazon/ https://www-origin.phunware.com/how-retailers-use-mobile-out-deliver-amazon/#respond Thu, 10 May 2018 13:00:39 +0000 http://127.0.0.1/?p=30334 (Originally published on Oct 4, 2017) Amazon’s forays into brick-and-mortar stores are all over the news lately, with many analysts predicting doom and gloom for traditional retailers across the country. While retail brands are wise to be concerned, we’re here to point out that this turning point actually represents a big opportunity. By embracing mobile […]

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(Originally published on Oct 4, 2017)

Amazon’s forays into brick-and-mortar stores are all over the news lately, with many analysts predicting doom and gloom for traditional retailers across the country. While retail brands are wise to be concerned, we’re here to point out that this turning point actually represents a big opportunity.

By embracing mobile in a whole new way, traditional retailers can expand their business models and change the game on Amazon. Mobile’s unique location technologies can turn local brick-and-mortars into hyper-personalized and highly nimble distribution centers for customers’ online orders. With the right mobile solutions, local stores can deliver faster and better than Amazon—and customers will reward them for it.

Mobile Can Turn Local Stores into Faster and Better Distribution Centers

We’re all accustomed to using location-based services for mapping and navigation. Warehouses and large distribution centers commonly use real-time location systems to keep track of inventory. Mobile gives retailers the power to combine navigation with the ability to find and track individual pieces of merchandise—within the footprint of a local store—and puts it all right in an associate’s pocket. As you’ll see, this enables local stores to deliver for local customers, faster and better.

What you need is an associate-facing mobile app with the following features:

  • Barcode scanning that integrates with your inventory system
  • Mapping and wayfinding with indoor blue dot navigation

This mobile app would interact with an in-store Wi-Fi network or beacon system to locate products and streamline operations, so the store can put products in customers’ hands as fast as possible.

DOWNLOAD THE RETAIL STRATEGY KIT

Use Case: BOPUS (Buy Online, Pick Up at Store)

Shopper Jane purchases an item online that is available at her local SportzStuff store. She decides to pick it up on her way to work, rather than wait for delivery. Associate Bob uses the associate app to locate the item, then navigate the quickest route to collect the item and return to the stockroom for packaging. When Jane arrives at the store 15 minutes later, everything’s ready for her—that’s faster than Amazon.

What’s more, if the retailer’s app also has a customer-facing side, Associate Bob can receive an alert the moment Jane approaches store (mall, parking lot, etc.). That alert enables Bob to greet Jane by name at the door or even curbside, so he can present Jane’s purchase to her personally.

Not only is this approach faster, it also provides a more satisfying customer experience. Shopper Jane got exactly what she wanted with VIP treatment and little to no hassle, the same day she wanted it. If she wanted to try on the item in-store for size, she could do so quickly and make any necessary return or exchange conveniently—instead of having to find and schlep to UPS or an Amazon vault. Plus, stopping by the store gives Jane a chance to make an impulse buy or two.

Use Case: BOSFS (Buy Online, Ship from Store)

Shopper Latrelle also purchases an item online from SportzStuff. It turns out that item is available at the store just across town, so Associate Jeff uses the store’s app on his phone to locate the item in the right color and size, then navigate by the fastest possible route to collect the item and return to the stockroom for packaging and shipping. Because Jeff got the product out as fast as possible—and it was sent locally instead of from a regional distribution center—SportzStuff can beat Amazon again.

Use the Advantage You Already Have: Proximity

Think about it: As Amazon rolls out its brick-and-mortar strategy, it will have to procure space, build out, stock and staff stores across the country. Thousands of retailers already have those physical stores, close to their customers. Unlocking their potential with a mobile app can take as little as a few weeks—and Amazon can’t hope to beat that.

Mobile has so much to offer retailers. Want to learn more about leveraging a mobile app to improve the customer experience and drive sales? Download our Retailer’s Mobile Strategy Kit. And if you’d like to talk about challenging Amazon by expanding your business model, contact retail@127.0.0.1.

WATCH THE ON-DEMAND WEBINAR

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Mobile Tech in Retail: Shiny Objects vs. Smart Strategy https://www-origin.phunware.com/mobile-tech-in-retail-shiny-objects-vs-smart-strategy/ https://www-origin.phunware.com/mobile-tech-in-retail-shiny-objects-vs-smart-strategy/#respond Wed, 21 Mar 2018 16:00:17 +0000 http://127.0.0.1/blog/mobile-wayfinding-explorers-guide-copy/ In the mobile world, we’re all a bit guilty of focusing on the next shiny object. Here's why your attention should be focused on a winning mobile strategy instead.

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In the mobile world, we’re all a bit guilty of focusing on the next shiny object. At this year’s SXSW, retailer Outdoor Voices presented its new app, enhanced with the latest augmented reality (AR) tech. Design / dev agency Fjord got in on the action and presented a prototype AR app for 365 by Whole Foods Market. Exciting stuff with some compelling mobile shopping use cases, to be sure.

But AR is just one interesting technology. Shopping isn’t the only use case for mobile retailer tech. And a smart mobile strategy isn’t purely about the app. So what is it about then?

Smart mobile strategy is goal-oriented.

If you start by selecting your favorite shiny mobile use case, you’re putting the cart before the horse. Instead, you must start with your business objective in mind. For example, if you want to improve the shopper experience, there are multiple mobile use cases that can enable you to do so—and some of them are actually driven by mobile capabilities built to empower store associate’s, not the shopper’s.

How can both customer- and associate-facing apps enhance the shopper experience? Download our on-demand webinar, “Redefining Retail: Surprising Mobile Use Cases Keeping Retailers Competitive” to find out.

GET THE ON-DEMAND WEBINAR

Smart mobile strategy is platform-based and user-agnostic.

When it comes to mobile retailer tech, Software-as-a-Service mobile platforms provide strong, scalable backbone that is flexible enough to support a wide range of use cases for many different kinds of users, from customers to store employees to warehouse teams and even back-office staff. The app experience and capabilities may be different for different users—obviously, shoppers aren’t going to have the same mobile needs as store associates—but the underlying platform can and should be the same. This synergy enables integrated data collection and reporting across all user groups, rather than creating another set of silos.

Smart mobile strategy is integrated throughout the business.

When e-commerce first started, it was on its own little island, separate from the rest of store operations. Eventually, retailers realized that e-commerce had to be central to the business. More recently, many brands have thought of mobile as a channel, primarily residing under marketing’s umbrella. That’s starting to change as savvy retailers recognize that the best mobile approach eliminates siloes and affects every aspect of the business.

Roughly half of the retailers surveyed in Boston Retail Partners’ 2017 Digital Commerce Survey reported that they are aligning digital commerce initiatives with the store organization, overseen by a C-level exec who manages anything and everything affecting the customer experience. Because mobile uniquely affects not just marketing and revenue teams but also operations, facilities, fulfillment and even product, Phunware CEO Alan S. Knitowski would take this a step further. As he outlined last year, the companies seeing global success with mobile align their mobile application, media and data science teams under one leader who is responsible for all digital transformation across the organization and manages all of these groups as an integrated unit.

Retail’s mobile-first transformation is a marathon, not a sprint.

By taking an iterative, lifecycle-based approach to mobile, retailers can initiate a continuous cycle of positive change that moves them closer and closer to achieving their business goals.

Phunware has helped many of the largest brands in North America develop smart mobile strategies all across the app lifecycle, and retail is just one of our areas of expertise. Want to learn more? Check out our case study of a Fortune 500 department store to learn about how Phunware’s solution helped expand their use of mobile solutions to improve store productivity and employee performance.

DOWNLOAD THE CASE STUDY

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Bye-Bye, Bottlenecks: How Airport Apps Keep Passengers on the Move https://www-origin.phunware.com/bye-bye-bottlenecks-airport-apps-keep-passengers-move/ https://www-origin.phunware.com/bye-bye-bottlenecks-airport-apps-keep-passengers-move/#respond Tue, 06 Feb 2018 19:51:23 +0000 http://127.0.0.1/?p=32248 When we last looked in on how airport passengers are coping with clogged terminals and security bottlenecks, people were pretty steamed. TSA checkpoints were bogged down and #iHatetheWait was flooding social media with pictures of long lines and grumpy travelers. That was summer 2016, and unfortunately, things don’t appear to have gotten much better since […]

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When we last looked in on how airport passengers are coping with clogged terminals and security bottlenecks, people were pretty steamed. TSA checkpoints were bogged down and #iHatetheWait was flooding social media with pictures of long lines and grumpy travelers. That was summer 2016, and unfortunately, things don’t appear to have gotten much better since then.

In fact, 42% of passengers surveyed in OAG®’s 2017 North American Market Report said security procedures and wait times are what frustrate them most about today’s airport experience. While TSA PreCheck was hailed by many as the answer security bottlenecks when it launched in 2013—and marketed heavily by TSA in 2015 and 2016—the program has failed to provide the value it promised. Many travelers today report longer waits in the PreCheck line than in the regular queue. In the OAG study mentioned above, 45% of PreCheck enrollees and 57% of business travelers reported feeling that the supposedly expedited security program had become too crowded and was “losing its initial value.”

Passengers are clamoring for new solutions to make their trips less of a slog. When it comes to speeding up security lines, there’s not that much airports can do—that’s in the TSA’s hands. Airports can, however, do a lot to streamline the passenger journey from home or office to the eventual departure gate by making the most of that constant traveler companion: the smartphone.

Learn more in this on-demand webinar: Mobile at the Intersection of Hardware and Software.

GET THE WEBINAR

Mobile devices offer a combination of features and functionality uniquely suited for solving traffic problems—and reducing passenger stress—in airport terminals. The location technologies built into every smartphone and tablet can pinpoint the device in relation to the world around it. Notification features can communicate directly to the device user in real time and in very personal ways. Interactions with location services and notifications generate unique contextual data the airport can use to optimize marketing or operations. Let’s explore how these use cases can make airport apps a valuable traveling companion—and business tool.

A Personal Digital Guide Through the Airport

Research firm Frost & Sullivan’s Strengthening the Airport Value Proposition white paper examines digital transformation in the airport industry and suggests that advanced IT solutions should play a stronger role in the value airports offer to both passengers and airlines. While numerous technologies support the air transport business, it makes sense for airports to focus on laying the groundwork for a robust mobile strategy in today’s increasingly mobile-first world. Wayfinding and passenger traffic management are logical first use cases, addressing real operational and passenger experience challenges in tangible ways.

In 2018, wayfinding is about so much more than signage pointing to gates, shops and restrooms. It’s about creating an in-terminal experience that maximizes non-aeronautical revenue and improves the passenger experience. An airport mobile app can give travelers an optimized route from home or office to the airport, help them find an open parking spot and show them the fastest possible route through the terminal to their departure gate.

Here’s how it works:

  • A passenger opens the airport mobile app and selects the navigation option with optional parking assistance.
  • Back-end systems launch the smartphone’s mapping tools to provide turn-by-turn navigation to the airport.
  • At the airport entrance, a push notification welcomes the passenger while the mobile platform (integrated with the on-site parking management system) provides information about the closest open parking spot.
  • From the parking lot, the passenger is guided to the nearest airport entrance.
  • Once in the terminal, the passenger uses mobile wayfinding (enabled by beacons, Wi-Fi or even smart lighting) to find the appropriate security line and her gate. On the way, she can choose her favorite coffee shop or bookstore from a list of terminal amenities in the airport app and route seamlessly to grab a latté or magazine.

This passenger journey may seem futuristic, but it’s not. Nearly 60% of travelers surveyed in SITA’s Passenger IT Trends Survey 2017 said they’d definitely use mobile wayfinding if airports offered it, and another 34% said they might use it. SITA’s Air Transport IT Trends Insights 2017 report found that 74% of airports are investing resources in research and development and/or major programs around interactive navigation and wayfinding solutions over the next three years, and 80% are investing in Internet of Things initiatives like beacons and sensors. It’s a great time to get on board!

Mitigate Terminal Traffic Jams and More with Data from Airport Apps

Airport apps aren’t just about in-terminal navigation or flight information. Today’s consumers are sophisticated and mobile-first. Their demands will never stop pushing the limits of brands’ creativity—everyone from entertainment companies to retailers to airports is trying to find a way to stay relevant and keep up with the breakneck pace of technological change. For an airport, a mobile app can become the hub of brand identity, with the ability to scale and accommodate new use cases as technology advances (and provide serious business benefits).

Analytics from passengers using airport apps and interacting with location hardware (be it Wi-Fi, physical or virtual Bluetooth beacons or even smart LED lights) can provide powerful insights for improving airport traffic flow, amenity placement, marketing strategies and other operations. The same data that tells passengers which security checkpoint is least crowded can be used to help airport managers understand opportunities to improve terminal traffic flow or drive more traffic to retailers and concessionaires.

Learn more in this eBook: Mobile Data: the Missing Link in Your User Acquisition and Engagement Strategies

DOWNLOAD THE eBOOK

The point is that mobile apps aren’t gimmicks or even nice-to-have any more. They are versatile platforms for engaging customers, creating brand experiences, improving efficiency and deriving insight. Businesses of all kinds (including airports) are trying to enact digital transformation so they can innovate and remain nimble for the future. Mobile is an increasingly important and valuable part of those digital transformation efforts.

Want to learn more about mobile-first digital transformation? Check out this on-demand webinar: Mobile at the Intersection of Hardware and Software.

GET THE WEBINAR

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3 Ways Retailers Can Act Now for a Stronger 2018 https://www-origin.phunware.com/3-ways-retailers-can-act-now-for-a-strong-2018/ https://www-origin.phunware.com/3-ways-retailers-can-act-now-for-a-strong-2018/#respond Wed, 03 Jan 2018 17:18:13 +0000 http://127.0.0.1/?p=31710 As we transition to 2018, retail marketers are taking stock of the past year and preparing for what’s ahead. The retail apocalypse that was forecast back in the spring is either overblown, just beginning or…nobody really knows. So what steps can retailers take right now not just to survive in 2018, but to thrive? 1. […]

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As we transition to 2018, retail marketers are taking stock of the past year and preparing for what’s ahead. The retail apocalypse that was forecast back in the spring is either overblown, just beginning or…nobody really knows.

So what steps can retailers take right now not just to survive in 2018, but to thrive?

1. Put Digital Front and Center

Your digital and mobile identity are now (or should be) integral to your brand. During Black Friday and Cyber Monday 2017, mobile (smartphones and tablets) made up 53.3% of traffic and 39.7% of revenue, according to Adobe. And Salesforce found that mobile accounted for 64% of shopping visits and 43% of sales orders the weekend after Thanksgiving, up from 54% and 33%, respectively, in 2016.

Despite these undeniably mobile-centric numbers, Boston Retail Partners (BRP) found in its 2017 Digital Commerce Survey that only 14% of North American retailers report having a mobile app that is working well, and a hefty 39% report having an app that needs improvement. BRP notes that “A customer’s smartphone is also the key to customer identification and personalization of the in-store shopping experience.” More than ever, today’s retailers can’t afford to sit on the sidelines and ignore the mobile app lifecycle.

To learn more, check out the eBook Mobile First: Harnessing the App Lifecycle For Transformative Business Success.

DOWNLOAD THE EBOOK

2. Engage Shoppers with Better Context and Personalization

As BRP points out, “Expansion of mobile capabilities represents a huge customer engagement opportunity for retailers.” Adding location-aware mobile engagement or analytics to an existing app (or integrating them from the start) is one of the best ways to expand engagement opportunities.

With a mobile app and location-based technologies, retailers can:

  • Personalize the in-store experience and give customers the VIP treatment
  • Engage shoppers with strong offers in real time based on who and where they are
  • Guide shoppers through stores with an indoor GPS-like experience
  • Target shoppers with messages delivered in the relevant context of their daily lives—even at a competitor’s door
  • Leverage location data to build more granular customer profiles and target or segment ads more effectively

To learn more, check out the eBook Mobile Marketing Automation: Why It Matters and How to Get Started.

DOWNLOAD THE EBOOK

3. Use Mobile to Improve Efficiency and Empower Store Staff

Shopper engagement isn’t the only way mobile can help retailers compete. Mobile technology can help retail staff work more efficiently and get products in customers’ hands with the least amount of labor.

For example, some stores are testing location tech to speed restocking. Mobile indoor mapping and navigation can guide employees on the most efficient route to the proper location for restocking each item. This solution is particularly useful for seasonal workers who are not as familiar with store layouts and where products belong on store shelves and racks. In recent trials, store associate efficiency increased a minimum of 8%. Companywide, this efficiency increase result in significant payroll savings over time. And in the arms race against Amazon, every competitive opportunity counts.

As we recently explored, mobile is driving the transformation of physical stores into distribution centers, enabling highly efficient performance for options like “Buy Online, Ship from Store” (BOSFS) and “Buy Online, Pickup In Store” (which some writers are calling “BOPUS” or “BOPIS”). If 2 out of 3 shoppers have used BOPUS, it’s safe to say it’s more than a fad.

In retail, perhaps more than any other vertical, adopting a mobile-first mindset for digital transformation it critical for success. It’s time to harness mobile’s central role in consumers’ daily lives and take advantage of its hybrid digital / physical nature. Mobile can function as both a customer experience tool and a multifaceted business solution. Exciting times, to be sure!

If you’re planning for a more competitive 2018, come see us at NRF in January! We’ll be in Cisco’s booth (#2052), powering an on-site smart store they created for the event.

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Use It or Lose It: Investing Your Remaining 2017 Marcom Budget Wisely https://www-origin.phunware.com/investing-2017-marcom-budget-wisely/ https://www-origin.phunware.com/investing-2017-marcom-budget-wisely/#respond Tue, 14 Nov 2017 17:54:26 +0000 http://127.0.0.1/?p=30913 If you’ve ever been to an all-inclusive resort, you are probably familiar with the use-it-or-lose-it dynamic. Because everything is included in the booking price, you may find yourself loading your plate beyond reason at the buffet, ordering more cocktails than you normally would or participating in activities that don’t interest you—simply because “it’s already paid […]

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If you’ve ever been to an all-inclusive resort, you are probably familiar with the use-it-or-lose-it dynamic. Because everything is included in the booking price, you may find yourself loading your plate beyond reason at the buffet, ordering more cocktails than you normally would or participating in activities that don’t interest you—simply because “it’s already paid for.”

The same effect occurs in business with use-it-or-lose-it budgets. In many organizations, if a department doesn’t spend its full budget for the year, next year’s budget will be cut back accordingly. While it’s a nice idea to make the department accountable for using its allotted budget, requiring a group to use all allotted dollars can lead to unfocused, “experimental” or wasteful spending. Loading up at the buffet on food that doesn’t even look appetizing, as it were.

But there is one way businesses can use their remaining 2017 budgets more wisely: by putting them towards mobile. According to The CMO Survey (co-sponsored by The American Marketing Association, Deloitte and Duke University’s Fuqua School of Business) mobile marketing made up only 6% of marketing budgets in 2017. This is despite the fact that comScore’s 2017 U.S. Mobile App Report found that mobile apps drive 57% of all U.S. digital time spent.

Got that? Marketers are allocating only 6% of their budget to a channel that makes up almost 60% of digital time spent. If your spend for 2017 falls far short of 60% (and I’m willing to bet it does) it may make sense to spend your remaining funds on closing that gap.

5 Wise Ways to Invest Your Use-It-or-Lose-It Budget in Mobile

1. Get off square one and start building a mobile presence.

If your brand doesn’t already have a mobile app, take the first step now. Internally, start strategizing the type of mobile experience that would best meet your business and marketing goals. You could put some resources toward building a mobile RFP for 2018 or use budget dollars for mobile discovery and planning with an expert partner. The last months of the year are often slow and can be an excellent time for strategic thinking and planning.

2. Refresh an existing app with new capabilities.

The mobile app lifecycle never really ends. Once you have a mobile presence, it’s important to keep that presence vibrant, technologically up-to-date and aligned with your current objectives. Mobile SDKs are a relatively quick and cost-effective way to enhance an existing app with features that improve the user experience and/or drive toward other business goals. Options include indoor wayfinding or blue dot navigation, mobile engagement, monetization through advertising, and even analytics you can use to inform your overall marketing strategies.

Related reading:

Renew or Re-do: What to Do with an Aging Mobile App

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eBook: Mobile Marketing Automation: Why It Matters and How to Get Started.

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3. Build a better audience by converting more high-LTV users for your app.

Mobile game developers realized long ago that not every install results in a valuable customer. By focusing on reaching and converting users who will generate high lifetime value (LTV), game developers are able to tune their marketing efforts to drive revenue.

LTV will mean something different for every brand and every type of mobile experience—it’s all in how you define value, based on your overall goals. An expert audience-building partner like Phunware can help you access and parse finely segmented mobile data to better understand your high LTV users and target them effectively.

Want a better understanding of the fine art of audience building? See how savvy game developers do it in 5 Steps to Driving Quality Installs for Your App.

4. Leverage contextual data to enrich customer profiles and improve targeting.

Many mobile marketers have only limited data available for segmenting audiences and targeting ads. If you’re working with third-party data, there’s often no way to know how audiences are built or how often the data is refreshed. On the other hand, if you’re working with a typical mobile advertising partner, you’re limited to the data available from that partner’s advertising SDK.

In reality, mobile data can provide much richer insights, thanks to the daily digital trail generated by each user. This trail of mobile data envelops users in a cloud of context that can tell brands what people do, where they’ve been, which types of apps and other content they like, where they are, and many other highly specific details. Learn more in Mobile Data: The Missing Link in Your User Acquisition and Engagement Strategies.

GET THE MOBILE DATA eBOOK

5. Get beyond the banner with uniquely powerful ad formats.

The days of the boring banner ad should be well in your rear-view mirror. These days, mobile ad formats can work much harder for your brand. Q4 2017 is an ideal time to explore the possibilities.

  • Try rewarded video to give users in-app rewards in exchange for watching a branded video. Users are much more willing to watch a video ad (and be engaged in watching it) when they are rewarded for doing so, plus these formats provide very clear attribution from campaign to conversion.
  • Looking for something more immersive? Sponsored gameplay integrations like Phunware’s Phusion are like a hybrid between a sponsorship and an advertising experience. In sponsored gameplay, the brand is integrated into the game itself, generally through sponsoring a customized level. These unique formats work best when there’s strong alignment between the brand’s audience and the game’s audience, as well as synergy between the brand and the gaming experience.

The Future Belongs to Brands That Are Mobile-First.

Looking back to comScore’s 2017 U.S. Mobile App Report, in three years mobile will still only make up 13% of marketing budgets. This is a strong indicator that most CMOs can’t see what’s right in front of them—consumers are already mobile-first, and their brands are late to the party (and underdressed, too).

But better late than never. Before EOY, you can start investing more wisely in your brand’s future and shifting your organization to a mobile-first mindset. You just have to get started. Contact Phunware for options.

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