Mobile Analytics

Cisco Visual Networking Index

Cisco’s Visual Networking Index is an eye opening list of statistics that shows the growth of mobile networking. Between global mobile data traffic increasing 70 percent in the last year alone to average smartphone usage growing 81 percent, it’s clear that more information is being consumed on mobile platforms at a higher rate than ever before. I think the most interesting statistic though is that the top 1 percent of mobile data subscribers generated 16 percent of mobile data traffic, down from 52 percent in 2010. This shows how much more countries like China and India are consuming mobile data compared to a few years ago. In fact, mobile phones are even common in many third world countries where electricity is not. In the future, mobile data statistics will continue to surprise the average person. In 2017, it’s expected that mobile network connection speeds will increase 7-fold and tablet data usage will surpass all current data usage.

QR Codes

QR or Quick Response codes are used to serve as offline hyperlinks to take people to a website without having to use a URL. For older Americans, they are very handy as they are not as used to typing in URL’s. QR codes can be made through a number of websites and Google also has their own creator. The codes can be highly useful as you can see how many people have clicked on a QR code to run rudimentary analytics. Many do question the effectiveness of QR codes though. Most Americans do not have a QR code reader on their phone and do not want to use them on items where it’s easier to just Google the company name. For select uses like on palm cards for politicians, QR codes may be useful, but for the most part they have proven to be overhyped technology.

Apsalar

Apsalar is a mobile analytics startup who changes the way the app works based on the consumer. This can be done by location engagement level, operating system, or others. They argue this can go much further than analytics and can lead to greater sales.  They seem to have others believe in this model as they recently raised $9 million for international growth.  One potential hiccup for this company though is ease of use. There are many tools that professionals can use today to help boost data driven sales. The issue remains though that many “use analytics,” but have a hard time understanding what it all means.

 

Questions

1. How do you think companies like AT&T and Verizon will react to the increase in data usage? Do you think they will keep their rates the same forcing consumers to spend more money or will they raise the typical amount of data in packages?

2. Have you ever actually used a QR Code? If so, what made you decide to use it instead of type in a URL?

3. Do you foresee Apsalar having success or do you see the ease of use issues coming into play too much?

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2 thoughts on “Mobile Analytics

  1. Cell phone companies like AT&T and Verizon have no choice but to change with the trends. If the data usage increases significantly, like it is projected to, cell phone data plans will change. When texting first came out the cost was much more expensive then as it is now. In order for their business to succeed and not let the competition beat them out they have no other option.

    To be honest, I have never scanned a QR code (I feel weird admitting that as someone who is in the marketing field). I have never had the desire to take that extra minute to download the app to scan the code and go to the link. Maybe it is because I haven’t had a strong enough connection with a company to do so or because there was not an added incentive. However, I do see how certain companies take advantage of this innovative marketing opportunity and allow it to grow their brand.

    • AT&T and Verizon have increased their revenues though as they continue to offer more data. The concern is obviously that prices continue to rise at an alarming rate. This article helps outline the current situation: http://money.cnn.com/2012/02/23/technology/cell_phone_bill/index.htm . In the long run, I think push will come to shove on prices though, especially as T-Mobile has been pushing the lower end of the spectrum as a competitor to the big 2.

      I feel like QR codes are just generally inefficient for most people. People search for the greatest efficiency and QR codes will not be that efficient until it’s something that can automatically be done through the camera app with little extra effort. More likely, they may be useful once Google Glass and similar technologies become more mainstream.

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