Mobile Apps In The Enterprise: 7 Essentials For The New Ecosystem

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Mobile Apps In The Enterprise: 7 Essentials For The New Ecosystem

At some Macy's outlets this holiday season, shoppers who download the retailer’s app will be able to use their smart phones to guide them through the store to products they’re seeking.

At JCPenney, customers will be able to take a snapshot of, for example, boots worn by a person passing by and quickly find out if the store has similar ones in stock.

And Staples is testing an app that will allow sales clerks to let customers know how the store’s prices match up against Amazon and other rivals.

Hoping to claw back market share from online rivals - and tired of watching customers use their phones to find better deals than those offered in stores - brick and mortar retailers are trying to give shoppers different reasons to use their phones while doing holiday shopping.

The new apps will allow customers to easily order out-of-stock items for home delivery, to check store prices and even to summon a clerk.

But the retailers’ efforts will face two significant challenges in the looming holiday season: getting customers to embrace the new technology, which is still sometimes glitchy and dependent on in-store systems, and getting them to trust that stores can match the Web’s prices and convenience.

Retail purchases by mobile phone have increased by 34 percent in the last year, according to IBM, which estimates that more than 40 percent of the online traffic and about 20 percent of sales this Thanksgiving weekend will come from smart phones.

A Reuters/Ipsos poll of more than 3,000 respondents this month found that about half of those surveyed said they would use their mobile phones while shopping in stores this holiday season, for such things as making price comparisons, taking photos or researching products.

Last year, only about 42% of respondents said they would use their phones while shopping.

Companies that don’t make mobile work are playing a "very dangerous" game, said Jay Henderson, head of IBM’s cloud-based marketing platform.

"Retailers that can’t deliver a more personalized experience on mobile devices will start losing customers to businesses that can," he said.

In addition to its pilot programme guiding customers to products within stores, and a photo programme similar to JCPenney's, Macy's has taken inspiration from dating app Tinder, recommending products to customers online who swipe one way to like an item and the other to reject it.

JCPenney's app can be used to scan barcodes to pull up product information or order out of stock items, and it saves digital coupons - two increasingly common offerings in retailer apps.

“We look at using phones in stores as an enhancement to shopping,” said Kate Coultas, a representative with JCPenney which is heavily focused on mobile this year.

Service with a tap

Stores are trying to make customer service easier, too.

Best Buy's app now lets shoppers call, text or email a representative while in stores.

Target Corp is testing an in-store "digital service ambassador" in 25 Los Angeles stores to help customers use Target apps.

Ulta Beauty is testing an app that will allow clerks to access customer information and point them to products they might like.

Faisal Masud, executive vice president of global e-commerce at Staples, said his company knows that it must satisfy the desires of its customers to find low prices.

The company, like many others, will match online and in-store prices of competitors, including Amazon, Best Buy and Office Depot.

Customers “have a phone that is basically a super computer, and they will find it somewhere else” for less if they can, he said.

Companies offering web apps and in-store technologies will also have to grapple with keeping the new apps and systems working and up to date. That means ensuring that WiFi in stores works, and that terminals function.

Recent visits to a Staples store in New York City found that a kiosk set up to allow people to order online wasn’t functioning, and at a JCPenney store in the city, the Wifi didn’t work.

Both companies said the problems encountered were unusual and that they have backup systems in place.

"Poorly executed plans can be worse than no mobile strategy at all," said Perry Kramer, vice president at Boston Retail Partners. "The dangers are losing those customers for the rest of the year or for a long time."

Make Better Presentations With the Instagram for Pitch Decks

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Make Better Presentations With the Instagram for Pitch Decks

Facebook will pay $1 billion in cash and stock for Instagram, a 2-year-old photo-sharing application developer, in its largest-ever acquisition just months before the No. 1 social media website is expected to go public.

SAN FRANCISCO, Apr 10 (bdnews24.com/Reuters) - Facebook will pay $1 billion in cash and stock for Instagram, a 2-year-old photo-sharing application developer, in its largest-ever acquisition just months before the No. 1 social media website is expected to go public.

The price was stunning for an apps-maker without any significant revenue, even when measured by the lofty standards of Silicon Valley, where startup valuations have soared in recent years. It highlights the rising stakes in the social networking market in which services such as Facebook need to constantly excite consumers with new features and mobile applications.

By acquiring Instagram - in a deal announced days after the startup closed a funding round that valued it at $500 million - Facebook may also have sought to absorb a potential rival or at least prevent it from falling into the hands of a major competitor like Twitter or Google Inc.

"Anytime you see a social platform that's growing that quickly, that's got to be cause to be nervous," said Paul Buchheit, a partner at the start-up incubator program Y Combinator and a co-founder of FriendFeed, which Facebook acquired in 2009.

"It would be better to have bought Twitter at this stage," he said of Facebook. "So if you're thinking this could be the next Twitter, it could be a smart thing to do."

The Instagram application, which allows users to add filters and effects to pictures taken on their iPhone and Android devices and to share those photos with their friends, has gained about 30 million users since it launched in January 2011.

Instagram says that as of the end of 2011, its users had uploaded some 400 million photos or about 60 pix per second, suggesting the sort of activity that Facebook seeks as it tries to wring revenue from mobile devices. Instagram launched its Android app just last week, garnering more than one million downloads already.

As Instagram's popularity has shot up in recent months, the company's leadership has mulled possible strategies to expand the service into a fully featured social network - much like a photo-driven, stripped-down version of Facebook, Twitter, or even Path, a company insider said.

Instagram is "a property that would have been amazingly valuable to not just Facebook, certainly Twitter was in the hunt as well," said Lou Kerner, founder of the Social Internet Fund.

"I'm sure Google was interested as well. So to some degree an acquisition like this is both offensive and defensive. It would be a highly leveragable asset for anybody who wanted to compete against Facebook."

Pebble Smartwatch Shipping To 500 Kickstarter Backers, Starting Today

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Pebble Smartwatch Shipping To 500 Kickstarter Backers, Starting Today

Taiwan's Quanta Computer Inc will start mass production of Apple Inc's first smartwatch in July, a source familiar with the matter said, as the US tech giant tries to prove it can still innovate against rival Samsung Electronics Co Ltd.

The watch, which remains unnamed but which company followers have dubbed the iWatch, will be Apple's first foray into a niche product category that many remain sceptical about, especially as to whether it can drive profits amid cooling growth in tech gadgets.

The production will be a boost to Quanta, given that its work for Apple till now has focused on laptops and iPods, product lines that are in decline. Quanta's role though is likely to raise questions about what involvement Hon Hai Precision Industry Co, one of Apple's biggest suppliers, will play in production.

While the watch is widely expected, the start date of its mass production and the extent of Quanta's involvement were not known until now. Mass production will start in July and the commercial launch will come as early as October, according to the source and another person familiar with the matter.

Apple will introduce a smartwatch with a display that likely measures 2.5 inches diagonally and is slightly rectangular, one of the sources said. The source added that the watch face will protrude slightly from the band, creating an arched shape, and will feature a touch interface and wireless charging capabilities.

The source said Apple expects to ship 50 million units within the first year of the product's release, although these types of initial estimates can be subject to change. The watch is currently in trial production at Quanta, which will be the main manufacturer, accounting for at least 70 percent of final assembly, the source said.

Like many other smartwatches, Apple's watch will be able to perform some functions independently, but tasks like messaging and voice chat will require a paired smartphone, according to the source. The device will only be compatible with gadgets running Apple's iOS, like its flagship iPhone, one of the sources said.

Most mainstream smartwatches collect data about the user's heart rate and other health-related metrics, in addition to facilitating tasks like checking e-mail and making phone calls.

A third source said LG Display Co Ltd is the exclusive supplier of the screen for the gadget's initial batch of production. It also contains a sensor that monitors the user's pulse. Singapore-based imaging and sensor maker Heptagon is on the supplier list for the feature, two other sources said.

Apple declined to comment. Quanta, LG Display and Heptagon also declined to comment.