Mobile Reward Cards

06/06/2014

Search Ads Have “No Measurable Benefit”, Says eBay Study http://wp.me/p4mzLk-8L

Adverts within search results have “no measurable benefit” according to a paper published by eBay in conjunction with researchers from Berkeley and Chicago universities. After giving their researchers the ability to experiment with how and when the… [ 326 more words. ]

08/05/2014

How smartphones are changing consumers’ daily routines around the globe http://wp.me/p4mzLk-4d

Smartphones are beginning to transform how we engage in our everyday lives. Only a few years ago, they were still the minority of mobile phones around the globe, but already they’re beginning to transform how we engage in our everyday lives. Today, they… [ 568 more words. ]

11/04/2014

電子會員卡受追捧 新消費模式挑戰團購業務
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電子會員卡以其快捷輕便、低碳環保等優勢，正逐漸受到廣大消費者的青睞。然而，在電子會員卡日漸火爆的同時，曾經有著輝煌戰績的團購業務卻顯得有些暗淡，新的電子會員卡消費模式或將給團購業務帶來不小的挑戰。

個性化精準行銷贏得用戶的忠誠

電子會員卡能在短時間內如此火爆，究其根源在於，一方面，該產品同時滿足了消費者追求輕便和商戶追求獲取更大化收益的需求；另一方面，電子會員卡可為商家留住更多忠實的消費者。

傳統的實體會員卡對消費者而言，攜帶不便。消費時，容易出現顧客常因忘記帶卡而沒辦法享受優惠，或對於商家的優惠活動一概不知的情況；而對商家來說，會員卡發放數量龐大，使得會員卡製作設計、人工推廣等成本費用等都居高不下，最終不利於商家的擴大和推廣。而與傳統會員卡相比，內置在用戶手機中數據容量龐大而又使用便捷的“電子會員卡”，在完美的滿足了消費者輕便高效的消費需求的同時，也大大節省了商家推廣會員卡的成本，從而為商家贏得更大的收益。

其次，商戶可通過對電子會員卡的管理掌握和保存消費者的詳細資訊，如生日、年齡、地址等資訊，通過對這些資訊的整理歸類，結合消費者會員的消費次數、消費金額、消費偏好和消費反饋記錄等進行分析，為不同會員制定個性化特權的消費方案；通過電子會員卡向自己的會員進行線上優惠資訊的及時準確推送，比如特權活動、生日禮、新店開張、菜品更新等消息，實現精準行銷，吸引會員再次到店消費，從而充分提升會員的回頭率和忠誠度。

團購後勁不足電子會員卡能否趁虛而入？

一位業內人士表示，經歷“百團大戰”後的團購業務已元氣大傷。若不能加強增加回頭客的功能，團購業務的市場份額面臨著被電子會員卡蠶食的危險。

從目前來看，團購培養了用戶以及本地商戶使用網際網路消費的習慣，改變了以往市場先匯集用戶需求再向商戶討價的經驗，將其變為由後者向前者主動供給。但是，團購的致命點可能在於沒有在消費次數上創造出連續性的消費空間。

階段性的促銷手段，使消費者只能在特定時間內享受優惠。而對商家而言，團購只能在很短的時間內使客戶流增加，團購所帶來的消費者大多是“一次性”顧客，這些客戶大都非常在意價格，如果不做團購或者沒有明顯的優惠，很難促使他們再次消費。對於傳統的行業來說，“二八原則”依然主導著商家的利益，也就是說，商家的百分之八十的利潤都來自於百分之二十的老顧客之中。並且在團購活動中，團購網站從中抽走大部分的利潤，很多商家表示做團購根本不賺錢，只能是湊點人氣，而對於客戶精細化行銷更是無從下手。

其次，團購這一商業模式在國內起步較晚，整個市場機制並不完善。很多團購網站的建立本身就是基於盲目跟風的基礎上，固服務、商品品質、物流都不能滿足經營需求，導致一部分消費者對團購失去了信心。

大眾點評副總裁姜躍平表示，電子會員卡業務的優勢在於互動性。尤其別是商家能更好地管理不同消費水準和層次的會員，並進行有效的互動與溝通。“雖然都是提供優惠資訊，但比起團購，電子會員卡的會員未來可能還會獲得更多的定制服務。”

Source: http://big5.chinanews.com:89/gate/big5/www.ln.chinanews.com/html/2013-07-16/728800.html

11/04/2014

Why We use Web Apps Rather Than Native One
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WEB APPS VS NATIVE APPS

The past couple of years have seen a lot of talk about the mobile battle between the Native App and Web Apps. Words like HTML5, Javascript, CSS3, Objective C, and Java have been thrown around in a frenzy to determine who will be the eventual winner in the smartphone era. But what does it all mean?

Let’s take a few steps back and cover the basics: What’s the difference between a Native App and a Web App?

Native Apps: A native app is a standalone bit of software that I can download directly onto a smartphone, typically via an “app store”.

Pros

Available through the smartphone’s app store (Apple App Store, Google Play Store, etc.)
App is able to use the device platform for additional functionality, like push notifications, the device camera, etc.
Some native apps are able to function with no internet connection
Cons

When there are updates to the app, I have to update manually through the app store.
A native app is developed with a single platform in mind: Android, iOS, Windows Phone, etc. If a developer wants to make the app available for multiple platforms, then he’ll have to develop the app multiple times in different programming languages.
The native app is a popular option for most users, as many people are familiar with on their smartphones. However, with the increased functionality of mobile browsers, web apps have taken a more notable stance in the debate.

Web Apps: A web app functions within web browsers on mobile devices.

Pros:

There’s no need to download anything, which saves room on my phone. Web apps are accessed via a mobile browser with an internet connection.
Updates to the Web App appear instantly. No more waiting for an update to download.
Developers only have to build a single version of the app that can run available on multiple platforms.
My account info that I store in a web app is accessible from any device, including my PC, at anytime.
Cons:

Requires an internet connection to function.
Does not yet support some smartphone functionality, like push notifications or storage on the device.
Many popular native apps also come in a mobile web app form, like Facebook, Twitter, Wikipedia, and most news sites. There are also hundreds of other web apps out there that offer productivity tools, weather forecasts, and time-wasting amusement.

So I understand the difference between a native app and a web app: now which should I use? That, my friend, depends on the user. I tend to prefer the web app experience, because I can do all my smartphone functions (responding to email, checking social media, shopping, reading news) in my browser.

Gone are the days of switching between several apps, which takes time, hinders my work flow and kills my battery.
SOURCE: DOLPHIN

15/10/2012