Recently in iPhone Category

Facebook's mobile strategy laid out

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Jon Swartz:

About the only thing growing faster than Facebook's overall audience -- 500 million users and counting -- is its mobile user crowd.

Since the social-networking giant said it topped 100 million mobile users a few months ago, it has added another 50 million. The whopping figure of 150 million is the population equivalent of Nigeria.

The breakneck growth, combined with the fledgling mobile market, has put Facebook in a highly advantageous position to reap the benefits of a multibillion-dollar market worldwide. "We see mobile as the future," said Erick Tseng, Facebook's new head of mobile products. "Mobile is no different from the desktop Web. All the (Facebook) apps available on the desktop should be available on smartphones.

Goldman Sachs' latest mobile report, via Joseph Cotterill.

It's the End of the Web as We Know It

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Steve Rubel:

Wither the web? It's hard to believe but soon, if not already, the web is going to become a lot less interesting to consumers -- and just as it approaches its 20th birthday.

According to Morgan Stanley, within five years global internet consumption on mobile devices will surpass the same activity on PCs. This sounds like good news. It's natural to think that browsers on the third screen (phones) and the fourth screen (tablets) will simply replace time spent in front of the same on a PC. That's not the case.

Mobile devices, by their nature, force users to become more mission-oriented. As more internet consumption shifts to gadgets, it's increasingly becoming an app world and we just live in it. Innovation, fun, simplicity and single-purpose utility will rule while grandiose design and complexity will fall by the wayside.

It won't be enough just to build branded mobile applications that repurpose content across all of the different platforms. That's like newspapers taking the print experience and replicating it on the web as they tried back in the 1990s. Rather, we will need to rethink, remix and repackage information for an entirely different modality than platforms of yore.

First, let's look at the trends.
Virtual Properties broker iPhone / iPad / iPod app; v2.5 is now available.



Morgan Stanley 2.5MB PDF, Mary Meeker / Scott Devitt / Liang Wu:

  1. Wealth Creation / Destruction is Material in New Computing Cycles - Now in Early Innings of Mobile Internet Cycle, the 5th Cycle of Last Half Century.
  2. Mobile Ramping Faster than Desktop Internet Did and Will Be Bigger Than Most Think - 5 Trends Converging (3G + Social Networking + Video + VoIP + Impressive Mobile Devices).
  3. Apple Leading in Mobile Innovation + Impact, for Now - Depth of App Ecosystems + User Experience + Pricing Will Determine Long-Term Winners.
  4. Game-Changing Communications / Commerce Platforms (Social Networking + Mobile) Emerging Very Rapidly.
  5. Massive Data Growth Driving Carrier / Equipment Transitions.
  6. Growth / Monetization Roadmaps Provided by Japan Mobile + Desktop Internet.
Learn more about Virtual Properties' iPhone app here.

Tricia Duryee:

n just 18 months, the number of Google (NSDQ: GOOG) Android phones being shipped has soared to 60,000 a day, and over that period countless new devices have been released by handset makers for sale by carriers worldwide.

Nothing typically moves this fast in wireless. So how has Google done it?

Well, at least part of the answer appears to be that Google is sharing advertising revenues with carriers that use Android, according to multiple sources who are familiar with the deals. In some cases, sources said, Google is also cutting deals with the handset makers. The revenue-sharing agreements only occur when the handsets come with Google applications, like search, maps and gmail, since that is not a requirement of Android. Google declined to comment, and said terms of its agreements with partners are confidential. A number of carrier and handset makers that I spoke with about this declined to comment.

Rethinking Marketing

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Roland T. Rust, Christine Moorman, and Gaurav Bhalla:

Imagine a brand manager sitting in his office developing a marketing strategy for his company's new sports drink. He identifies which broad market segments to target, sets prices and promotions, and plans mass media communications. The brand's performance will be measured by aggregate sales and profitability, and his pay and future prospects will hinge on those numbers.

What's wrong with this picture? This firm--like too many--is still managed as if it were stuck in the 1960s, an era of mass markets, mass media, and impersonal transactions. Yet never before have companies had such powerful technologies for interacting directly with customers, collecting and mining information about them, and tailoring their offerings accordingly. And never before have customers expected to interact so deeply with companies, and each other, to shape the products and services they use. To be sure, most companies use customer relationship management and other technologies to get a handle on customers, but no amount of technology can really improve the situation as long as companies are set up to market products rather than cultivate customers. To compete in this aggressively interactive environment, companies must shift their focus from driving transactions to maximizing customer lifetime value. That means making products and brands subservient to long-term customer relationships. And that means changing strategy and structure across the organization--and reinventing the marketing department altogether.

Brokers have a great opportunity to build AND own their marketing platform today, via a single entry system, blogs, a branded iPhone app and active cultivation of their clients via a pervasive CRM system, like Main Street.

First: happy new year and best wishes for a healthy and prosperous 2010!

Second: 2010 change and opportunity.

I have been traveling extensively the past few weeks. It is always interesting and useful to observe people, their activities and gadgets.

Hands down, iPhone and iPod Touch devices dominated aircraft, airport and holiday scenes. I did see a few blackberries (one family had a company blackberry and several iPhones) and one Droid.

The recent smartphone explosion along with the introduction of useful "tablet" or "slate" devices will continue to change the way in which people use, create and interact with real estate information.

Most importantly, it will change their expectations......

What does this mean for brokers and agents?

## A) Mobile

The "killer app" - from a VP customer - for real estate buyers, sellers and professionals.

www.virtualproperties.com/iphone/

Our second major release in 9 months, your branded iPhone app provides essential website functions in a faster, easier to use application. Always on, this "app" can be accessed at home, work, on the go, while working out, dining, traveling - anywhere.

Our software makes sure the app is up to date with the latest property information and technology. It includes property comparison tools and unlimited use mapping services. Stop paying for maps on a per click basis.

Your organization must be in this space.

There will be competing devices, though it is not yet clear who will successfully challenge the iPhone infrastructure.

## B) "Tablet or Slate" computing and real estate

There has been no shortage of hype recently about these new devices. From my perspective, the real change will be to traditional laptop formats. Physical keyboards will certainly be available for some time, but, virtual keyboards (via touchscreens with "multi-touch" gestures) will take over the volume portable device space.

Many real estate firms have published traditional magazines, as a marketing and advertising vehicle.

This conceptual video, by Bonner Mag+ neatly summarizes digital magazine possibilities with emerging devices:

http://www.bonnier.com/en/content/digital-magazines-bonnier-mag-prototype

The video reinforces the benefits of high quality, well organized information. Our Main Street single entry cloud software generates timely media and text content for many publications in different formats, including html and pdf. Our clients do not need to add yet another vendor and platform to support these emerging applications.

www.virtualproperties.com/rt/ms.html

## C) Your Website

The iPhone app explosion is changing buyer and seller information convenience and access expectations. Does your website address these changing customer desires?

Accelerate your website with our Main Street cloud software's new customer portal tools. From lead generation to transactions and customer for life, Main Street manages your world in real time.

One vendor.

Virtual Properties is your trusted technology team - since 1995. Do you have the right people, platform and technology partner for 2010 and beyond?



Morgan Stanley's Latest: The Mobile Internet Report:

Our global technology and telecom analysts set out to do a deep dive into the rapidly changing mobile Internet market. We wanted to create a data-rich, theme-based framework for thinking about how the market may develop. We intend to expand and edit the framework as the market evolves. A lot has changed since we published "The Internet Report" in 1995 on the web.

We decided to create The Mobile Internet Report largely in PowerPoint and publish it on the web, expecting that bits and pieces of it will be cut / pasted / redistributed and debated / dismissed / lauded. Our goal is to get our thoughts and data into the conversation about what may be the biggest technology trend ever, one that may help make us all more informed in ways that are unique to the web circa 2009, and beyond.

Our key takeaways are:

Material wealth creation / destruction should surpass earlier computing cycles. The mobile Internet cycle, the 5th cycle in 50 years, is just starting. Winners in each cycle often create more market capitalization than in the last. New winners emerge, some incumbents survive - or thrive - while many past winners falter.

The mobile Internet is ramping faster than desktop Internet did, and we believe more users may connect to the Internet via mobile devices than desktop PCs within 5 years.

Five IP-based products / services are growing / converging and providing the underpinnings for dramatic growth in mobile Internet usage - 3G adoption + social networking + video + VoIP + impressive mobile devices.

Apple + Facebook platforms serving to raise the bar for how users connect / communicate - their respective ramps in user and developer engagement may be unprecedented.

and, via Fortune:

"Apple has a two or three-year lead" according to Katy Huberty, thanks to an installed base of 57 million handsets, 100,000 apps and 200 million iTunes subscribers with credit card numbers on file. (She will keep her eye, however, on Samsung, Nokia (NOK) and Google's (GOOG) Android.)

But much of the presentation was spent showing, in slides culled from research over the past two and a half years, that the iPhone is not like previous mobile devices, and its owners not like ordinary cell phone users.

For example, although iPhone and iPod touch owners represent only 17% of the global smartphone installed base, they account for 65% of the world's mobile Web browsing and 50% of its mobile app usage (see chart below).

Key Virtual Properties assets to help you take advantage of the mobile explosion:

In Tight Market, Real Estate Agents Tout Eco Features

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Elizabeth Shogren:

With the real estate market still hurting across most of the country, a growing number of real estate agents, builders and homeowners are pitching the green features of properties to try to lure buyers.

But in much of the country, green buyers and sellers struggle to find each other. In most places, the listing services that realtors and appraisers use make it difficult to search for eco-friendly real estate.

And most buyers still put a higher value on location, price and traditional amenities than on environmentally friendly additions.

Green Sells Better If It Also Saves Money

Still, when real estate agent Jennifer Halm shows clients around the stately, historic-looking condominium building in the popular Old Town neighborhood of Alexandria, Va., she highlights the property's green features.

Main Street along with our unlimited use mapping services and broker branded iPhone app support eco searching and data display.

Jean-Louis Gassee:

With this in mind, unlike most opining individuals above, I went to a Verizon store and paid my own money to get a Droid. I did this on the very Droid-day, Friday November 6th, at the University Avenue Verizon store in Palo Alto, around 11:30 am. No line, I waited two minutes for a salesperson, a simple transaction as I already have a Verizon account. The activation turned out to be just a bit more problematic: 'Too much traffic' said the sales gent. I left the phone with him, went back to my office one block away. When I returned by lunchtime, everything was in order. Easy enough.

I've used the Droid for a week now and my own take doesn't deviate much from what early reviews led me to expect.

As happens time and again, I hit the difference between a feature set, a check-list, and the user experience. For example, the keyboard and the camera.

The Droid's camera sports more pixels, 5 million, vs. the iPhone's 3.2 million. But, as reviewers pointed out, and as I can confirm, the Droid's pictures are mediocre. As discussed here, megapixel numbers are often misleading. And it looks like the iPhone's firmware also provides better selective focus and image processing.

As for the slide-out keyboard, I find it hard to use. Actually, it feels harder to use that the one on the original T-Mobile Gphone, the G1 I bought a year ago. The two phones are clearly related, similar keyboard arrangement, similar UI (User Interface); the Droid is more refined, thinner, it runs a newer, better Android release.

The Profit and Peril of Mashups

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What is a "mashup"? According to this wikipedia entry, "In web development, a mashup is a web page or application that combines data or functionality from two or more external sources to create a new service."

Real estate brokers and agents may wish to take advantage of "free" internet api's (application programming interface). Websites such as flickr, facebook, youtube, yelp and many others offer programatic interfaces to their data and media.

What are the benefits of such API's?

  • Aggregate local information around properties for sale or rent.
  • Enhance your website "experience".
  • Avoid the cost of collecting and managing local information.
What are the costs and risks of using such API's?
  • Bad data. Automated information aggregators often lack local expertise. Information may be outdated; a long closed restaurant may still have a review on your website.
  • Inappropriate content. I created a Facebook demonstration for a client some time ago. The resulting page included an advertisement for Filipino Girls.
  • What motivates the data aggregator? Is their strategy aligned with yours?
  • Does the data make your site more generic?
  • Competitive stealth advertising on your site. Savvy competitors will figure this out and place their content on your site via the API's.
What are the alternatives to "mashups"?

Your agents have a wealth of local market knowledge. Hire or appoint a "blog-o-spondent" or "blogger-in-chief". This person creates and aggregates your own content (text, audio, video, maps) on your blog, around your website(s) and via appropriate social networks. Over time, agents and staff post directly and incorporate your listings, services and our unlimited use maps (for a fixed price). Create your own platform that emphasizes your brand. This approach improves recruiting, retention and internet marketing in ways that you control and at a much lower cost than traditional advertising.

Main Street reliably supports the tools you need, from blogs, dynamic short links, lead management, surveys and multimedia to market reports and live charting tools.

As always, there is no "free lunch".

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