Mobile Trends to Watch: June 2016 Roundup

By: 3C The Messenger – June 22, 2016

It’s an undeniable fact mobile technology is continually on the move. As the technology evolves, it’s important to stay up-to-date. Whether you’re new to the mobile industry or a seasoned veteran looking to stay ahead of the curve, these mobile trends will help you pay attention to what’s hot in all things mobile.

Beacons Are Marrying Digital with Physical

This year started with Rite Aid’s announcement of initiating large scale beacon deployment and now the Bluetooth Low Energy (BLE) beacon market is set to double in 2016. A new report reveals that brands are reaping rewards from beacon strategies fueling continued strong industry growth of 20%. Retailers such as Macy’s, Target, H&M and Lord & Taylor have experimented with beacons throughout their stores, and recently the technology has sparked interest beyond retail to horse racing, transportation and banking. Citibank committed to beacons by enabling customers to receive personalized, location-based messages at select branches. Beacons have even entered the transportation industry, serving city bus riders with beacon-delivered hyper-targeted ads during transit. Most recently, the Kentucky Derby leveraged beacons so attendees could easily find their seats, betting windows and food and drinks locations. The industry seizing the biggest benefits from beacon deployment are CPG companies, with $8 billion worth of spending this year to be influenced by beacon-triggered messages sent to in-store shoppers. The trend of beacons is about leveraging innovative technology to solve the tension shoppers experience between the physical and digital worlds. In the long run, brands can leverage the location-based data by tailoring content in a way to drive further revenue opportunities and add value to the shopping experience.

Mobile Coupons Take Center Stage

Beacon deployment presents the opportunity to send timely, personalized mobile coupons to shoppers’ mobile devices. By the year 2020, nearly 1.6 billion coupons will be delivered annually to consumers via beacon technology, according to Jupiter Research. Today’s shoppers are looking to receive mobile coupons from their favored brands—close to 90% of coupon searches come from mobile and 61% of shoppers would opt-in to in-store mobile tracking and push notifications if they received discounts and coupons. National brands have heard their customers and are taking action. National grocer Wegmans has announced they will be adding digital coupons to its loyalty program per their customers’ request, and convenience store chain Kwik Fill has launched its mobile offer program that will deliver personalized and targeted money-saving incentives to their customers. Mobile coupons are not just limited to the smartphone, Apple Watch now allows in-store shoppers easy access to coupons and loyalty programs with incentives to save to their mobile wallet, a channel for saving and redeeming these coupons.

Google vs. Apple: Game of Tug-Of-War

This past month, Google and Apple held their annual developer conferences announcing a slew of new products and updates. While the public’s verdict seems to think these developer conferences weren’t all that spectacular, it is admitted that Google and Apple presented something for everyone including virtual reality, smart assistance and revamped software. However, the biggest headlining announcement from both tech companies was their new versions of mobile messaging. Google and Apple have reimaged their messaging apps after feeling the pressure from leading messaging services such as Facebook Messenger, Snapchat and WhatsApp. Apple’s Messages on iOS10 include functions such as its own App Store, big emojis, deep linking and more. Google released two new messaging apps, Allo and Duo, that serve as a resident chatbots and FaceTime competitors. As technology and innovation continue to rise, Google and Apple will be going head-to-head in a game of tug-of-war.


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