Showing posts with label mobile marketing. Show all posts
Showing posts with label mobile marketing. Show all posts

Wednesday, 11 February 2015

iPhone Killer App Pinterest

Pinterest

Pinterest is interesting: its already 54th ranking website according to alexa, as posted on my G+ and that is important as it has a) only being running a few months, and b) only has the stalwarts of international emerging market millions jumping on-board that is facebook and linkedin.

It is easy to see why, again, like Flipboard and pulse and even path, it signs up easily and presents you with interesting content. Moreover, it is a modern twits on editorially defined content. First we had broadcast and print: they were editorially defined, and at the beginning of the digital age seemed very, very tired - we wanted to define what we wanted and we used Google to find it: aren't we clever! now every tom dick and harry has a blog on mobile apps and portals (well, I do anyway) we are leaning back to editorially defined: top publications like wonderland, wired and wallpaper have emerged (all beginning with "w" I spot a trend???) and we now have Pinterest: crowd-sourced editorially defined content: genius!
Pinterest -replace Facebook as the benchmark app?

It does not stop there, it then has hidden gems like pinning products you like, an instagram-esque picture posting interface where I posted this affogato and instantly got 2 likes and more. pure browsing and interacting pleasure and huge, huge promise for adapting to individual OSs on mobile.

iPhone Killer Apps - Warhol


Its been a while since the Carnegie Museum released the original Warhol DIY app. As a fan of the digitalisation of modern art I immediately downloaded it and... well, found It was harder than expected. having developed my own film and photos back in the day, and decided it hard work, I also did silkscreening, and found that even harder work, so I do not know why I was expecting the app that does the even more difficult Warhol silkscreen process to be easy, but I did, like we all expect to buy an iPad and do a Hockney by downloading brushes app....  The truth is, its not all that hard, after a think you remember that, like all good photography and art, it all starts with understanding light... to get a good digital silkscreen print you need to shoot the right image to start with, and this is hard, if not impossible on a mobile with no exposure control. So you search through your images for the right exposure, there are not that many, and the ones that are do not have the right subject...
The only usable image from original app, this will now change!
It all seemed like hard work and I only found one image that I could sort of use originally, and even then the result was, well, it did not get shared, let's put it that way!. So, for example, if I wanted to use this iconic Lotus, a brand made famous from the 60's and use its namesake bright yellow Warhol used so much on his screens, there was no much I could do: a black car in a dark street was just not going to work. It also was a pain to edit, I had to use another app to crop the photo (pre iOs 5 camera crop feature) rather than in app. These have both been addressed, as well as another key issue I will get to in a minute.
Editing and cropping in app is an essential addition
So, when the last update came out with exposure control I picked up from where I started: Crop photo instagram style in app - check; 
exposure levels mean you chose the subject you want
Edit the exposure level in app - check... we are now on our way! the next problem, and the reason I left the darkroom work to others, was the trial an error process... before the app was unforgiving of mistakes, and made you start again, it now let's you go back and change exposure levels etc.
fine tuning exposure now does not mean starting again
The only issue I still do have is that I was never good at the underpainting with a brush, on the screen that does not get any better, but to be honest, I am more of a fan of the bass relief style single silkscreen colouring with no underpainting... which is just as well. I have not tried it on a tablet yet, but undepainting on a screen, even one as good as the iPhone's, is not great. So what are the results like? Well, I am still playing with the exposure but will let you know :)

There are also sections explaining the process and a bit more about the museum, etc, so all in all is a great app and well worth paying for.

iPhone Killer App - Instragram

Instagram

Instagram has been a killer app from the start and has just got better through the years, to the point now where its filters tool is one of the best out there and better than many dedicated photography apps, which some could say instagram has become (it was previously a social imaging network, but was then bought by a bigger social network, but is still an important social tool, don't get me wrong).

Instagram killer app reason 1 - controlling light

You can clearly see in these shots what makes Instagarm such a good photography app, firstly the way it handles light and editing tricky shots like this backlit subject with no flash. In previous incarnations of instagram we just had filters that would mix the filters and we would choose one that illuminated our subject the best. Some apps, like even the native iPhone photo edit controls, make editing balance, saturation, contracts, etc. a bit of a chore, but instragram actually make it enjoyable and the results are very impressive.
Instagram makes brining detail back into backlit subjects a breeze

Instagram killer app reason 2 - social

Instagram is an unsung hero of social media, allowing you to post to foursquare, which as of about 2014 has swarmed off into tangents but still has a base of people you may want to update, into facebook, where the photos filter is woeful but hey that's why they bought insta, and twitter which is equally 'not that great' when attaching photos. You can also browse keywords and reach an audience with a short sharp message and image, which can be pretty powerful, as well as fun to browse.
post and browse #hashtags to see what is current in brandworld and peopleworld in one app

Insta killer app reason 3 - filters and tilt shift

There never has been a better tool to bring images to life and make an amateur tilt shift like a pro
simple drag about tilt shift - one click

One filter to bring out the colour of the uniforms, early morning light and smoke - nice


Wednesday, 8 May 2013

google chief game designer ingress

Ingress, Google and the cheif game designer

So Google has hired a Chief Game Designer called Noah Falstein; as of starting to draft this post there was no reason why, which has now been updated courtesy of the Tech and Coffee group, so I thought it apt (no pun intended) to post on the Google labs Ingress app, which I have been meaning to do for a while as I think Google are onto something, something very big indeed, in fact its mobile marketing and mobile gaming gold...

Its still in closed beta, so you will need an invite to play, but from some of the screens you start to get a view of why its not only marketing gold, but also a very interesting trend in mobile gaming (anyone mentions "gamification" now; please leave).

Ingress mobile marketing gold

Ingress subliminal mobile marketing

Every so often you see a trend in marketing that verges on subliminal marketing, but is, and should remain perfectly legal, but just as effective. Ingress is one of them. On the ingress game you see a series of dots, these are XM (see the Ingress wikipedia entry for explanation) which we believe, are lead to believe or hope is mobile phone activity... android or chrome activity? The concept that android, the chrome browser, Google maps, apps, etc is everywhere is quite a powerful one - much more powerful, visual and direct than the assumption that Google's traffic data for example, requires a solid base of android devices. The first perception is that Google is everywhere, and it is now mobile everywhere.
The dots are XM; chrome, apps and android users?

Ingress local marketing gold

The second level of marketing gold is the fact that people like Zipcar have entered all of their car locations. This now makes me not only aware of how close all my local Zipcars are, but it also asks me to enter the car's details... if the car is available: I now know not only where all my local Zipcars are, but what model and when they tend to be available... unfortunately I am no longer a member of Zipcar as they tried to bill me when my card was stopped, and after 2 years of loyal service decided that sending me a court order was the logical way to inform me of this, and still continued to pursue this despite paying the amount settled... there are some things no amount of marketing can overcome in the social networking age... but were this not the case; it would be good marketing for thee right target audience. Convenience stores, restaurants, bars, cycle hire schemes (please Google add the London Barclays bicycle hire scheme) and more can be interactive in a way that Foursquare never really managed to get a grip.
Google ingress is mobile marketing gold for localised businesses
Personally I think Zipcar have missed another trick here, as each location's car should have an image of the car or van in question... doh!

Ingress experiential marketing gold

One of the types of Ops (PC way of saying weapons or arsenal) is media, which at the moment is just marketing the game but could easily provide a key experiential marketing tool to more points via an experiential video... where you want it, when you want it; do I need to go on???
Ingress delivering an experiential video where, when and to whom you want...

Ingress tribal marketing gold

This is my last post on marketing, and yes I did put lots of marketing points first to wind up the certain kind of geek who has been marketed to by Google so well they do not know it and still think they hate marketing, when in fact they have just never bothered to take the time to understand it... at the moment
Why stop at two factions, why just ingress, the next app could be whatever brand  you subscribe to
However, where Google has truly triumphed, is how it has managed to keep something special scarce in mobile, and as such desired. Its an often forgotten fact of mobile marketing, that what put these little devices firmly in our hands as the must have device in the first place, was its very scarcity, exclusivity and desirability... if I have to hear, read or see another dreadful mobile marketing plan that plans to "distribute", "free", or "unlimited" ... Mobile is not unlimited; it is scarce, a valuable, limited resource; and products, services and people that use this angle to market mobile wisely have very successful products. Fact. Ingress will be one of them. Oh and by the way, did I say I have an ingress account :)

So what is ingress like as a game?

Again, its a game changer (seriously, this pun was not intended either...) for a few reasons:

Ingress is a properly social game

On my first outing with my college Keith to show me the ropes (trust me, you need help getting your head round the game) I was in the centre of Reading (yes, I know) and we were approached by some members of the opposite faction who came up and started talking in a very friendly manner. I was quite literally astounded, however this may change.... At this point I should point out that there are (to date) two factions: enlightened and resistance. I remember I am the blue one, as that's what the person who gave me an invite told me to do, and  luckily for me I would have done anyway (see the descriptions on wikipedia) if I had to make a choice based on the very serious descriptions of the two factions.
There are two factions, to date; all very sociable
At this point I should also point out that Reading is actually quite civilised (by day at least) and in a chavvier part of the country recently; I resisted taking over someone's portal, well, you know, just in case: don't blame me if you find the game not to be as social as I did, and bear in mind that this could change very quickly when Ingress goes out of closed beta. The principal however is the same; apply the theory with a different skin to a sociable group and you will have a highly social game.  The real social nature however is that it gets people to work together, introduces you to names locally that maybe on other social networks (instagam, twitter??) although I have not personally used my ingress pseudonym elsewhere... 

Ingress is a healthy game

...Ingress seems to get people out an about together, which is a good thing for people, and is a good thing for gaming: while the nintendo wii and its clones may have got us off the lazyboy and waving our arms a bit; in general games have just added to most developed nations' obesity problem - not ingress. People extend their walk from the tube, go out for a walk in evenings and lunch, and even organise trips to claim portals. even in the coldest winter we have had in the UK in 20 years... a look at ingress.com/intell will show you how far you can go even in a town centre.
Nothing can get a geek round a park as well as ingress...
Even as a triathlete (we are nuts and need no excuse to go for a run instead of going for a beer...) Ingress got me doing an extra run to get to level 3. This is an amazing achievement for a game, for a tech company, for a mobile OS provider, and its all still in closed beta!

Ingress strategy game

I never got strategy games. I love pixel art, and so wanted to like what we know today as a strategy game on a visual level. I love great strategic moves and use of guile in the face of adversity, like the scuppering of the armada... so I should like strategy games; but I do not. I work every day on corporate strategy in technology marketing, product design and contract negotiations and so should love strategy games... but I actually cannot stand them. That is because, compared to ingress, what we know today as strategy games are just glorified Sodutu or whatever those overcomplicated crosswords are called... 
Ingress is the first strategy game that appeals to me as someone who is paid to put strategies together...
Ingress has me planning when and where to attack, military style, but with a positive outcome, no camo or ammo or over zealous testosterone alpha males needed... you also need help, and dare I say it, teamwork (sorry) would achieve better results, which is nice...

Ingress will destroy your life and eat hours

As all good games should... you start changing your route to work, your meetings, and I even found myself stopping the car to do a hack... the questions of "what are you doing" are as inevitable as the answer "you don't want to know". This gets more questioning... and then you tell them, and you get the added pleasure of being right - yep; they didn't want to know! Told you... Thankfully I have triathlon training to occupy the obsessive part of my personality... my colleague Keith... he's not so lucky and is a self confessed Ingress junkie...

Ingress is not all that it should be yet

Ok, so if you do not have an ingress account and are left wanting, here are a few things it is not:
  1. accurate: the GPS is all over the place and will drive you up the wall
  2. data connectivity is needed, otherwise the app looses the plot entirely and spins the globe eternally of you are lucky, does not get past the welcome screen if not
  3. every so often you forget to mute and people think you are a trekkie, or worse, if that is possible?
  4. the UI is woeful, even by Google standards
... so its just as well Google have hired a chief game whip then isn't it...