| Latest news on mobile apps |  |
| Industry Highlights
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- Norwegian math app will try to multiply DragonBox success
A Norwegian startup known for a popular algebra-teaching application DragonBox is trying to recreate its success and teach an entire 12-year math curriculum through game play. Forthcoming apps from WeWantToKnow will include a new DragonBox offering as well as games that will address functions, probability, geometry and numbers. Reuters
(11/28)
    
| Marketing & Monetization
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- Avocado couples app goes freemium, adds shared calendar
Couples application Avocado has added a shared calendar feature that allows users to alter schedules and be notified when others make changes. A "Guacamole API" will allow app developers to integrate the feature into their own apps. Avocado is also restyling itself from a paid to a freemium app, with a yearly subscription unlocking unlimited sharing of photos and other features, Ryan Lawler writes. TechCrunch
(11/28)
| Wireless Ecosystem
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- IDC predicts a mobile-platform shakeout next year
Developer support for Microsoft's mobile software could make or break the platform in 2013, according to IDC. In fact, if less than 50% of developers are "very interested" in programming for a platform, it could lead to that platform's demise, the research firm predicts. Only a third of developers say they are interested in writing for Windows 8 tablets, according to IDC, but that's better than Research in Motion, which has single-digit interest in its new devices. The New York Times (tiered subscription model)/Bits blog
(11/29)
| Marketers Needs
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- Saks Fifth Avenue app update includes e-commerce, in-store features
Saks Fifth Avenue has updated its mobile application, adding online sales and tools to improve in-store holiday shopping. The new app includes a store finder, video, reviews and blogs, and a barcode scanner that delivers further information. "This app will bring understanding to new Saks consumers, and establish firm brand beliefs and a deeper loyalty of old consumers, which will increase Saks' sales," says Isabella Lin, Appitalism's director of content. Luxury Daily
(11/29)
| Developer Corner
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- Open-source adoption leading to app golden age, Forrester says
The vast expansion of open-source technology is ushering in a golden age of application development, according to a Forrester report. Just 16% of the 481 developers surveyed say they have never used open-source tools such as Android, jQuery, Phonegap, Hadoop, Apache Cordova and OpenStack, among others. ZDNet
(11/28)
| Public Policy
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| MMA News
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- Webinar: Mobile Video A Huge Opportunity for Brand Engagement (Dec. 11)
The surge of video on mobile platforms is driving behavioral changes in consumers. In an era of video everywhere thanks to smartphones and tablets, businesses must grasp the potentially monumental difference in how consumers are motivated. This important webinar will answer the most important questions: What behavioral shifts are occurring? Who is driving these shifts? What tactics are most successful? What are the major content trends in video? It will also reveal key usage trends, the latest research validating the ad effectiveness of mobile video and how mobile video is improving ROI for major brands. Mobile video presents a unique opportunity to create brand awareness, so don't miss this opportunity to understand what it means for you. Register for this free webinar.
- Webinar: New Mobile Web Ad Measurement Guidelines and the Impact of "Client Side Counting" (Dec. 18)
The MMA, in partnership with the Interactive Advertising Bureau (IAB US) and the Media Rating Council (MRC), has issued updated guidelines on how to measure and count mobile web ad impressions. Version 2.0 of the "Mobile Web Advertising Measurement Guidelines" includes a change that requires client-side counting for mobile web ad impressions, which will increase consistency with computer-based ad measurement, make impression counts far more robust and reliable, and may help to reduce mobile discrepancies. In this webinar, the MMA will review the importance of guidelines, the general benefits of industry standards and the core principles of ad measurement. These guidelines are principally applicable to mobile marketers, wireless operators, mobile publishers and ad serving organizations, and is intended as a guide to accepted practice. Additionally, planners and buyers of mobile media advertising can use these guidelines to assist in determining the quality of measurements. Importantly, webinar participants will learn about the impact of client side counting, why it is considered a high quality industry standard in the desktop web and how it will potentially impact buyers and sellers of mobile web advertising. Register for this free webinar.
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