Augmented Reality ads on Mobile World Congress to feature in TIME magazine

It may seem early for some, but the Mobile World Congress 2011 edition is round the corner. As preparations build up, you can expect attention-grabbing initiatives to pop up around the place. 

First off the block seems to have been SF-based Augmented Reality (AR) developer Junaio, who recently announced that they have developed an AR ad for the GSMA to help them promote the Mobile World Congress.

To advertise App Planet and the Mobile World Congress, the GSMA will place AR enhanced ads in key publications like TIME Magazine, Fortune, WSJ, The International Herald Tribune, Telecom2.0, Vanilla Plus, Wireless Week and others. When viewed through the junaio AR app the ad will trigger a 3D App Planet circled by satellites, which can be clicked to display further information about the conference`s scope and themes.

The ads are worth checking out and also represent a signal of AR becoming increasingly popular as a catchy, mass-market advertisement tool.

Content Rating for Android Market

[This post is by Eric Chu, Android Developer Ecosystem. —Tim Bray]

Providing users with more information about applications on Android Market has been a top request from Android users. Starting in a few weeks, we will be showing content ratings for all applications on Android Market. This new capability will provide users with additional information to help them select the best applications for them.

Android Market’s content policy remains the same as before: applications will be rated according to four content rating levels: All, Pre-teen, Teen, & Mature. Details on the rating levels can be found at Android Market Help Center.

To prepare for this launch, starting next week, developers submitting new or updated applications will be required to include a rating for all applications and games uploaded onto Android Market. In addition, developers will have the next several weeks to add a rating to their existing applications and games. Once content rating is visible to users, any applications or games that do not include a rating will be treated as “Mature”.

We are working hard to rapidly deliver improvements and upgrades to Android Market. Please look for more Android Market upgrades in the coming weeks. Thanks for your continued support and please don’t hesitate to give us feedback on what else we can do to make you more successful with Android and Android Market.

Monetizing Mobile Apps- A Value-based approach

Apart from deciding whether to charge on a one-off or a subscription basis, mobile app developers need also to consider whether their application has mass market appeal as well as perceived value. This can help determine which strategy to follow when deciding how to price the application (free or not). It can also help to determine whether to include advertising or not.

In my book, Building Location Aware Apps (2010 Manning Publications, R Ferraro and M Aktihanoglu-AVAILABLE FOR PRE-ORDER ON AMAZON.COM) I present a model of how the perceived value of the app and target market can be combined to decide on the charging strategy for the app itself:

'Freebie' applications are shown in the lower left-hand quadrant of the matrix. When it comes to monetizing an application, there is clearly no interest in giving it away for free, especially if it is not supported by ads. However, in the case of low value/low market potential applications this is often the only choice available.

'Long Tail Kings' are those applications that address a small, but definable niche within the market with a high-value proposition. They can charge for their application a premium price, and don’t need to include advertising as a result.Long Tail Kings can try over time to extend their appeal to other market segments.

'Killer Apps' rule over the mobile landscape. By offering great value to the consumer within a mass market, they can use their dominant position to not only charge for their application but also generate regular advertising revenue. Other applications continually aspire to become killer apps, though most never make it.

'Boot Campers' are those applications that hold great promise, because they have a large market potential, but that do not hold a great deal of perceived value in the eyes of the consumer. Boot Campers have to work extremely hard (hence the name) to work their way out of their quadrant by convincing consumers of the value they can offer.    

There is a lot more on this and other approaches to determine how best to monetize your mobile app (including a full range of mobile advertising options) in my book. I also explore the freemium model in more detail, as it remains one of the key ways of successfully commercialising digital products.

Market Housekeeping Alert

We’ve had quite a bit of discussion in this space recently about how to make sure that your app is visible in Android Market to any device that can run it, and only to those devices. In particular, check out two recent pieces by Reto Meier, Future-Proofing Your App and The Five Steps to Future Hardware Happiness.

As Reto points out, Market used to infer some <uses-feature> settings for older apps that were uploaded before certain device features arrived. This hasn’t been the case for applications uploaded since June of this year; developers have had to be careful about <uses-feature> and its android:required attribute. From what we see, it looks like most of you have got this sorted out and things are working smoothly.

However, there are still apps that haven’t been re-uploaded since June. In preparation for introducing some new Market features (that we think you’ll like), we’re about to launch a re-scan of all those legacy apps, looking at their Android Manifests and updating Market’s database. This means that if you have an app that you haven’t updated since June, and it lacks up-to-date <uses-feature> settings, it may stop being visible on certain devices.

We think the set of apps that will have this problem will be small, if only since most successful apps are updated regularly. If you want to be sure, check Reto’s advice here under "Android Market Rule #2”.

We’ve said it before but it bears repeating: There are a lot of different sizes and shapes and flavors of Android devices in the product pipeline, and you want your app available on every one that can possibly run it. So this is an area that is going to be requiring attention from developers on a continuing basis.

Android Market Action

Almost instantly after I joined Google, it became obvious to me that the number-one area where Android developers wanted to see action and progress was in Android Market; your concerns in this area vastly outweighed whatever issues might be bothering you about the handsets and the framework and the programming tools. In recent months there has been a steady, quiet, incremental flow of improvements and upgrades. They add up. This is by way of a glance back at developments since the arrival of Froyo last summer.

First, we introduced error reporting to Market, so developers can see if their apps are locking up or crashing; and if so, exactly where.

Second, we upgraded the Market publisher site to include user comments, so you can read what people are saying about you, or at least what they’re saying in a language you understand.

Third, we added the licensing server, which, when used properly, tilts the economics of Android apps toward you, the developer, and against the pirates.

Fourth, we cranked up the number of countries people can buy and sell apps in: as of now, you can sell them in 29 countries and buy them in 32.

Fifth, we rolled in a “recent changes” feature, a place for developers to put their release notes. Android Market has a zero-friction process for app update, and the really great apps have followed the “release early, release often” philosophy. As a developer, I like having a place to write down what’s behind an app release, and as a person who downloads lots of apps, I like to know what the goodies are in each new update.

Sixth, Market now has a “draft upload” feature; this removes a lot of the tension and strain from the app-update process. Get your screenshots and feature graphics and text and APK all squared away with as much editing as you need to, then update them all with one click.

You’ll notice that I didn’t say “Sixth and last”, because this is a team on a roll and I expect lots more goodness from them; if you care about the larger Android ecosystem, or are already a developer, or are thinking of becoming one, stay tuned to this channel.

Short Guide to Mobile Commerce-from Mobile Money to M-banking

I frequently get asked about mobile commerce, mobile money, mobile payments and mobile banking and often find there is some confusion over this new development in mobile.

I first posted an entry on this blog on mobile money in January 2008, when things were beginning to take shape, at least on paper. Now, with smartphone penetration approaching 30% in mature markets, interest in mobile money is picking up.

First, let's clarify some terminology.

Mobile Commerce, also known as M-commerce, means carrying out a wide range of commercial transactions on mobile, whether it is purchasing digital goods or physical goods (like train tickets) or carrying out mobile banking.

Mobile money refers to either transfers of cash through mobile payments systems, like Mobile Money Transfer service M-PESA (a popular money transfer method in countries with limited banking infrastructure like in certain countries in Africa) or to actual Mobile Payments to purchase items. This means using the mobile device as a kind of mobile wallet.Some operators, under the umbrella of the GSMA, refer to this as Pay-Buy-Mobile.

Pay-Buy-Mobile is now being trialled by 52 mobile operators worldwide and works by effectively using the mobile device's SIM card as a 'credit card within the phone'. It combines the secure encryption of the SIM card with an embedded NFC chip in the device to act as a touchless payment system. In reality, each payment has to be authorised by inserting a PIN code (though this may change in future). 

The advantage is that the mobile device can hold several credit and debit cards at the same time.

While this is all relatively new, acceptance of the technology is pretty high. Studies by the GSMA show that over 70% of interviewees would use the mobile to pay for their weekly supermarket shop. In countries like Japan, NFC-enabled mobile payments are already a standard way for travellers to purchase train tickets amongst other things.

To be continued...