Friday, October 7, 2011

iCloud and Siri Implications for Mobile Devices

The new iPhone 4S has some interesting features. Once again the folk's at Apple have delivered a solid product that makes competitors react. But devices aren't the only thing that are possibly in the works. After MMM performed a quick review of the features some of the highlights are as follows:


  • Dual-core A5 chip
  • Built-in Assistant - "Siri"
  • 8 megapixel camera
  • Full 1080p HD video with stabilization
  • Bluetooth 4.0
The features for most apple devices push the field of competitors to innovate in new ways. I think the next group of apps might be fashioned after the "Siri" built-in assistant. The assistant seems to be a really fun feature that could make day-to-day tasks easier and help you find things you want or need.

Some of the demonstrated tasks the assistant can perform for instance would remind you of a task you want to do from a simple hands-free voice command. Just ask the assistant to remind you, provide the pertinent details, and you will be reminded. You can also ask the assistant to help you find a restaurant or another location and it will guide you.

Sometimes advancements are seen in breakthrough devices and sometimes the breakthroughs enhance or add quality to our lives. Either way the improvements between the iPhone 4s and it predecessor the iPhone 4 are worth the price. The 4 goes for around $99 and the 4S will sell for $199-399 depending on the amount of memory desired.


Services vs Devices

The services Apple seems to be promoting, more so than devices, could indicate a new strategy, namely software over hardware. We are presented the iCloud first and now Siri. If you think about it briefly, the iPhone 4S has a new Dual-core chip which would facilitate an increased demand in processing. This and other adjustments are the same changes made to PC's and laptops facilitating the use of more robust software and to enable working, shopping, and playing on the internet, all to handle increased processing requirements.

So the assertion here is that Apple is positioning itself to get consumers to demand iCloud, Siri, and other potential services. This strategy would deliver the Apple culture to the world not because an individual owns the latest iPhone. But because, through internet based software services, customers would allow themselves to be assimilated into the hive.

Mobile Marketing Evolves

So how could these developments effect mobile marketing efforts? The short response could be summarized by noting the detailed targeting that the internet helped facilitate through behavior analysis coupled with geo-location data. iCloud services will likely increase analytic data exponentially as more users join the service.

Understandably, highly detailed and specific campaigns would mean increased advertiser confidence and at the very least they could measure performance more accurately. More accurate data translates into more accurate predictions and forecasts. Therefore, companies would be more inclined to invest in emerging marketing channels. All because of the Cloud? Yes, in part.

New versions of voice advertising should emerge to enhance the iCloud based virtual assistant experience. Think of integrated targeting that, based on your preferences, lifestyle and location, would suggest new restaurant choices or night-life destinations spoken by your assistant. Instead of text messages or display ads you could hear a catchy promotion code for a special offer.

We can expect to see more developments over the next few years as companies like Apple, Google, and others continue to try and attract new and retain existing customers. After all, hyper competition drives innovation just as much as basic survival instincts.

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