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BizReport : Mobile Marketing : January 23, 2014


Home screens a hot spot for mobile

A new infographic out from Mobile Posse underlines the importance of the home screen for mobile brands. According to their data a 1X1 inch square of the mobile home screen could be worth up to $16 billion - and many brands are rushing to grab their square.

by Kristina Knight

Over the last 18 months mobile home screens have been getting a lot more attention from brands, finds the Mobile Posse report. While most consumers think of the home screen as a place for their most-used app or a clock, mobile brands want to claim the home screen as a messaging center. In 2013 Microsoft, Google, htc and Facebook launched home screen solutions; now Yahoo has acquired Aviata in a move many believe will push their home screen ad future forward.

The home screen isn't the only place mobile brands are looking for engagement.

SessionCam has released an new mobile optimization tool set up to give mobile brands an authentic glimpse into what their customers are seeing on their mobile sites. While more and more consumers are engaging with mobile in-store and before shopping trips, many retailers remain unsure of how their site is rendering across devices, how ads appear and even if the mobile experience is good.

"Many e-business managers are concerned that their website is not properly configured for mobile visitors, even though they have invested heavily in mobile-specific websites or adopted responsive design techniques that cater to smartphones and tablets. Some companies have not figured out how to test usability for mobile visitors, while others have not assessed conversion issues specifically for mobile devices. The new functionality in SessionCam can help these businesses quickly determine where the problems lie, what needs to be fixed, and how to unlock revenue," said Kevin Goodings, CEO, SessionCam.

SessionCam allows retailers to see how mobile sites look across devices, identify issues and watch visit recordings from their site.

Finally, Space Ape Games has tapped Swrve to improve gaming retention and loyalty. Using Swrve's platform to optimize on-boarding of players in their Samurai Siege game, they saw a 5% increase in day one retention. Space Ape Games also used Swrve to target offers, resulting in three times higher conversion rates.

"No company with a mobile app should ever be working in the dark," said Hugh Reynolds, CEO of Swrve. "With Swrve, companies can quickly change content from within the dashboard, like copy and images, tutorial flow, IAP prices, store layout, starting position, etc. - anything that can be controlled in the app with data. And then they can test the results of the changes in real-time. Testing everything is the only way to know which decisions will lead to meeting business objectives and which are dead ends."

Image via Shutterstock

Tags: mobile content, mobile home screens, mobile marketing, Mobile Posse, mobile tools, S, SessionCam, Swrve










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