Op-Ed: 3 Ways Retail Stores Can Survive In The Age Of Amazon & E-Commerce

How Complete Beginners are using an ‘Untapped’ Google Network to create Passive Income ON DEMAND

The following is a guest contributed post from Larry Light, a global brand revitalization expert, is the Chief Executive Officer of Arcature (www.arcature.com), a marketing consulting company that has advised a variety of marketers in packaged goods, technology, retail, hospitality, automotive, corporate and business-to-business, as well as not-for-profit organizations.

The business news is full of bleak outlooks or bankruptcies for a number of big retail stores, with iconic Toys ‘R’ Us one of the latest casualties.

The crumbling of several brick-and-mortar giants continues during the rise of e-commerce, led by Amazon. Some of those still in business are attempting to improve their online capabilities as a way to compete better in the changing landscape. Walmart, for example, plans to open fewer stores so it can focus on e-commerce while enhancing existing stores. Target has been building out its digital offerings, with same- and next-day delivery services being tested.

Such online upgrading illustrates a shifting business model for some long-time retail titans. But Larry Light, a global brand revitalization expert, says to know where they’re going, they can’t forget where they came from. Their survival, he says, will likely depend on how they blend their retail brand strengths with new online know-how.

“Retail giants are feeling the ‘Amazon effect,’ ” says Light (www.arcature.com), co-author with Joan Kiddon of The Paradox Planet – Creating Brand Experiences for The Age of I. “Struggling retailers are focusing on catching up in the online space and giving up on investing in sociability and sensory aspects of creating a special in-store experience.

“The challenge is how to provide the best combination of both online and retail. This is the big opportunity space that traditional retailers seem to be ignoring.”

Light suggest three ways that retailers can adapt and survive in the e-commerce era:

  • Re-establish the emotional store connection. One reason people consistently shopped at a brand retail store, Light notes, was the way they felt connected with the brand and the store experience. “Connecting with customers’ emotions is the way to find success in the age of online shopping,” Light says. “No matter how much we appreciate the ease and speed of online shopping, we crave the joy of seeing and touching the product. A computer cannot match that human experience.” So increase the emotional rewards, Light says, by enhancing the shopping environment, making it more relevant and distinctive.
  • Translate data to identify shopper behaviors. According to a Forbes article, retailers need to analyze a wide variety of metrics to better understand their customers and what impacts their purchasing decisions.  “There are many variables to the in-person shopping experience,” Light says. “Detecting these variables and how they impact customers can bring solutions on how to optimize the shopping space.”
  • Don’t have an identity crisis. A brand has a distinguishing character, and Light says it’s vital to avoid losing it in the midst of change. “IKEA, Walmart and other retailers are struggling to catch up with online venues, focusing on creating a brand experience that has less to do with the legacy retail environment and more to do with virtual environments,” Light says. “You walk in a Sears and see an abandoned brand.”

“A brand is more than the promise of features and functions,” Light says. “It’s a special feeling for the customer. The retail experience and online enhancements can make it more powerful.”

The post Op-Ed: 3 Ways Retail Stores Can Survive In The Age Of Amazon & E-Commerce appeared first on Mobile Marketing Watch.


Mobile Marketing Watch

Cash For Apps: Make money with android app

Review: These two ultra-rugged phones can survive even the clumsiest of owners

How Complete Beginners are using an ‘Untapped’ Google Network to create Passive Income ON DEMAND


Imagine if someone extracted and condensed the sheer rugged bad-assery of 24’s Jack Bauer, and put it into a phone. Two phones, actually. Over the past couple of months, I’ve had the opportunity to play around with two ultra-rugged handsets: the Aermoo M1 and the Blackview 9000 Pro. These phones are like nothing you’ll see at your local Best Buy. For starters, they’re intended for a more niche audience of adventurers, construction workers, and anyone who spends time in the great outdoors. And when I say ultra-rugged, I mean it. They’re designed from the outset to be rough-and-tough. That means…

This story continues at The Next Web
The Next Web

Cash For Apps: Make money with android app

The Last Male Northern White Rhino Is Dead, but the Subspecies Could Still Survive

How Complete Beginners are using an ‘Untapped’ Google Network to create Passive Income ON DEMAND

No one can say Sudan, a northern white rhino, didn’t live a full life. He was the subject of countless works of art. Famous actresses and heads of state traveled across the globe to meet him. He even had his own Tinder profile.

But Sudan’s death this week, at the ripe old age of 45, is tragic for another reason: He was the last living male of his subspecies.

When Sudan was born, in 1973, researchers believe he was one of about 500 northern white rhinos. By the mid-80s, poaching slashed that number to about 30. After a slight recovery around the start of the twenty-first century, the population soon dwindled further, down to just eight in 2007, and then three in 2015.

In 2009, his caretakers moved him from the Czech Republic to the Ol Pejeta Conservancy in Kenya, in the hope that an environment more like his natural habitat would prompt Sudan to breed. In his last days, Sudan suffered from age-related health conditions. So on, March 19, veterinarians made the difficult decision to euthanize him.

Sudan leaves behind two female family members: daughter Najin and granddaughter Fatu. Neither is healthy enough to carry a birth to term. And they are now the last living northern white rhinos on Earth.

A subspecies reduced to two female rhinos doesn’t bode well for its continued survival.

But all hope isn’t lost. Researchers saved the sperm from Sudan, and from four other male northern white rhinos before they died. And they think they might be able to produce a calf via in vitro fertilization (IVF).

Here’s the plan. First, the researchers would fertilize one of the female rhino’s eggs with the  frozen sperm. The team could then use a female of a closely related species, the southern white rhino, as a surrogate.

Najin and Fatu have a limited number of eggs, so that might not work. But there are other options for saving the species. Scientists could potentially transform northern white rhino skin cells into stem cells. After that, they could coax those stem cells into eggs. They’d then fertilize those the same way they would if they came from Najin and Fatu.

Since the last two remaining northern white rhinos are closely related, we’d need some way to diversify the subspecies if we did hope to regenerate the population. The stem cell option would help with that, as scientists could transform any samples from any of the deceased rhinos into eggs or sperm.

Of course, all of this would be very expensive, in the $ 800,000 to $ 10 million range per cycle.

Some conservationists argue we’d be better off spending that money elsewhere. We’re in the midst of a mass extinction in which dozens of species go extinct every day. What makes the northern white rhino so special that we bring it back from extinction?

Some scientists think Earth has a “boundary for biodiversity.” Genetic diversity helps the planet cope with change, they claim. Too few species, and the Earth loses this ability. Ultimately, biodiversity loss could jeopardize humanity’s “safe operating space” on Earth, Johan Rockström, the executive director of the Stockholm Resilience Centre, told The Guardian.

Other researchers think the idea of a biodiversity boundary is nonsense. They argue that species loss is more of a slow burn, degrading ecosystems over time.

So, on one hand, the extinction of the northern white rhino could put us one step closer to a “tipping point” of sorts that leads to the end of humanity. On the other, it could contribute to the planet’s ecological death by a thousand cuts.

Neither option sounds great. But if charismatic species like the northern white rhino result in real action, perhaps we’ll never have to find out which is right.

The post The Last Male Northern White Rhino Is Dead, but the Subspecies Could Still Survive appeared first on Futurism.

Futurism

Cash For Apps: Make money with android app

Here’s How You Could Survive Being Sucked Into a Black Hole

How Complete Beginners are using an ‘Untapped’ Google Network to create Passive Income ON DEMAND

How to Survive a Black Hole

OK, so maybe you aren’t going to get sucked into a black hole tomorrow. Or ever. Maybe even trying to imagine being in such a situation feels like writing yourself into a Doctor Who episode. But, for mathematicians, physicists, and other scientists attempting to understand cosmic strangeness in practical terms, these thought experiments are actually very useful. And they may be more practical in and of themselves than we’d realized.

At least, that’s what a team of researchers led by Peter Hintz at the University of California, Berkeley found through their study of black holes, recently published in the journal Physical Review Letters

Before launching into their findings, let’s recall that, theoretically, some black holes have an electromagnetic charge and some don’t. All black holes have what’s called an event horizon. Should you find yourself in a black hole, the event horizon would be the “point of no return” if you passed through it.

In the case that you were sucked into a black hole that had an electromagnetic charge, once you made it into the event horizon, you’d actually find yourself confronted by something else entirely: the Cauchy horizon. Beyond that cosmic boundary is… well, we don’t know. Which is why Hintz and his team were so curious about it.

“Given that we don’t know what happens past the Cauchy horizon, it could be crazy things as long as they’re mathematically possible,” Hintz told New Scientist.

The Great Unknown

More interesting than what might exist beyond the Cauchy horizon is what doesn’t — namely, the governing principles of thought and logic that allow us to make sense of the world and predict with a fair degree of certainty how scenarios will play out.

What we do know for certain is that if you spend too long near the Cauchy horizon — deliberating the senselessness of deep space, perhaps — gravity will stretch you to death. However, during that period space-time will also be stretching the bounds of what makes sense; what the philosophers called determinism.

Here on Earth, if we want to better understand our current circumstances, or attempt to make guesses about the future, we can look to the past. But at the edge of the Cauchy horizon, on the brink of singularity, the laws of physics don’t apply. So, not only do we have no idea might be lurking within, we also can’t make any predictions.

“[The singularity] could emit elephants, planets, radiation – basically anything,” Hintz said to New Scientist, which means that even if gravity doesn’t tear you limb from limb, you could be taken out by an elephant hurtling toward you at warp speed.

9 Physics Questions Baffling Scientists [INFOGRAPHIC]
Click to View Full Infographic

But here’s the thing: as Hintz’s team points out, the universe is rapidly expanding. Because of this, it stands to reason that all this energy might be more evenly distributed than we think. And if that’s the case, then if we ramped up the engine our of spaceship to pass through the Cauchy horizon fast enough, we might actually make it to the other side.

The calculations in Hintz’s study only work for black holes with an electric charge (which are, as far as we know, wholly theoretical). However, as the team points out in their paper, the behavior and makeup of these non-existent electrically-charged black holes could be seen in certain black holes that do exist: rotating ones.

Not that you’re likely to get sucked into any black hole — theoretical or otherwise — but it’s nice to know you might survive the trip. Of course, what life would be like in the strange and unpredictable world that awaits you on the far side of the Cauchy horizon remains unknowable.

Though, as Hintz’s study concludes, it’s possible that the cosmic landscape would be full of wormholes. So, if you didn’t like your new digs, you could just hop into the next universe over. Maybe one with fewer elephants.

The post Here’s How You Could Survive Being Sucked Into a Black Hole appeared first on Futurism.

Futurism

Cash For Apps: Make money with android app

Life on Europa Could Survive off Nuclear Energy, Research Finds

Evaluating Europa

Jupiter’s moon Europa is a hotbed of astrobiological interest. Below its icy crust is a deep ocean of liquid water, kept warm by energy from Jupiter’s gravitational interactions with the moon. While NASA and the European Space Agency (ESA) are planning for a 2025 mission to evaluate the potential for life on Europa up close, Brazilian researchers linked to the University of São Paulo (USP) have developed a model that uses similar environments on Earth to evaluate how habitable the moon may be for microbial life.

The surface of Europa, with bluish-white ice crisscrossed by reddish-brown streaks and cracks. Life on Europa may survive far beneath that icy shell by living off nuclear energy.
Europa is an icy candidate for identifying life in the universe. Image Credit: NASA

The study, published in the journal Scientific Reports, looked at the Mponeng gold mine near Johannesburg, South Africa. This very deep mine is leaking water full of radioactive uranium. The uranium’s presence breaks down water molecules into highly reactive free radicals, which then dissolves the surrounding rocks and releases sulfate. The researchers found that the bacteria could use that sulfate to create energy.

“This is the first time an ecosystem has been found to survive directly on the basis of nuclear energy,” said Douglas Galante, the study coordinator, in a press release.

By this method, the bacteria are able to survive without sunlight. Galante’s team says that the Mponeng mine is an analog for what the bottom of Europa’s ocean may look like.

Locating Life

Not only does Europa likely have about twice as much water as Earth; many think that this ocean is more Earth-like than originally expected. Galante explained in the press release that, because Europa’s ocean bed is similar to that of an early Earth, “studying Europa today is to some extent like looking back at our own planet in the past.”

How Life Evolved on Earth (Infographic)
Click to View Full Infographic

Understanding the conditions in which organisms can evolve and survive will help to support the 2025 mission to Europa. This expedition, dubbed the Joint Europa Mission (JEM), will hopefully use this advancing knowledge to fulfill its mission of locating biosignatures of life on Europa.

While the JEM is years away, researchers can use this information begin to predict what life may be found. From this study, it seems as though microscopic organisms, if found, would likely be extremophiles. As this parallel between early Earth and Europa becomes clearer, this work will also serve to expand our understanding of how life can originate in the universe, and what is truly possible.

The post Life on Europa Could Survive off Nuclear Energy, Research Finds appeared first on Futurism.

Futurism

Can an alt-weekly newspaper survive in 2018?

Mark Ein, the new owner of the alternative Washington City Paper, has a plan.

As advertising revenue has bled out of media and into the pockets of tech giants, the business prospects for local newspapers have become decidedly dour. But with the right ownership and the right focus, Washington City Paper owner Mark Ein says, local media can still succeed.

Ein bought the weekly alternative paper in late 2017. Although he maintains a policy of not interfering in the outlet’s editorial decisions, he is talking with some of its famous editorial alumni — including Ta-Nehisi Coates, Jake Tapper and Recode’s Kara Swisher — about how its business should survive.

“It’s an iconic paper, it’s been around since 1981,” Ein said on the latest episode of Recode Decode, hosted by Kara Swisher. “It’s an important part of the fabric of D.C. It has an incredible alumni network, but also today, an amazing number of people who write for the Post have passed through the City Paper.”

Ein, who grew up in the D.C. area and returned there after stints in California and New York, believes he can add value to the paper because he’s a local — something that cannot be said of many local papers and TV stations that are now owned by faraway national corporations.

“Any local community needs strong local journalism, and I think local ownership is helpful,” he said. “Having someone who really cares about the community makes a real difference. I’d say my conviction for it only grew in the last five years. That’s why when came back [up for sale] in the fall, i jumped at it.”

You can listen to Recode Decode on Apple Podcasts, Spotify, Pocket Casts, Overcast or wherever you listen to podcasts.

On the new podcast, Ein explained why he sees events and live entertainment as a “gigantic opportunity” for the Washington City Paper, citing its long-running history as a definitive directory of things to do around town.

“If you look in our paper — you look at the Kennedy Center, the 9:30 Club, the Anthem — there is no single better way to see every show that’s coming to town in those venues than picking up the back page of the City Paper,” he said. “There’s no digital equivalent. That’s why they give us the money they do, because it actually does sell tickets.”

Arts organizations currently provide about 80 percent of the paper’s advertising revenue, Ein said. But there’s another audience that buys twice as many tickets in town, sports fans, so he hopes to attract ad money from that side of the aisle by adding a sports section that will cover “the behind-the-scenes-story of the athletes and the teams.”

But even as some things change, others will stay the same, including the City Paper’s political column Loose Lips, which gained a reputation for being snarky before the internet monopolized snark.

“We are the ones who will hold people’s feet to the fire, especially local politicians,” Ein said. “When I was thinking of buying it, a very prominent person in town came over to me and said ‘I heard you’re thinking of buying the City Paper.’ I said, ‘I’m thinking about it,’ and they said, ‘Well, are you going to kill Loose Lips?’”

“And I said, ‘Well now that you’ve said that, I’m definitely not going to,’” Ein added. “I’m not making editorial decisions, but we’re not.”

If you like this show, you should also sample our other podcasts:

  • Recode Media with Peter Kafka features no-nonsense conversations with the smartest and most interesting people in the media world, with new episodes every Thursday. Use these links to subscribe on Apple Podcasts, Spotify, Pocket Casts, Overcast or wherever you listen to podcasts.
  • Too Embarrassed to Ask, hosted by Kara Swisher and The Verge’s Lauren Goode, answers the tech questions sent in by our readers and listeners. You can hear new episodes every Friday on Apple Podcasts, Spotify, Pocket Casts, Overcast or wherever you listen to podcasts.
  • And Recode Replay has all the audio from our live events, including the Code Conference, Code Media and the Code Commerce Series. Subscribe today on Apple Podcasts, Spotify, Pocket Casts, Overcast or wherever you listen to podcasts.

If you like what we’re doing, please write a review on Apple Podcasts — and if you don’t, just tweet-strafe Kara.


Recode – All

Here’s How Future Astronauts Could Survive the Radiation of Space

Space Checklist

As you might suspect, there’s a fairly long safety checklist for sending humans into space. The more obvious items, like a functional spacecraft to get them there and spacesuits to keep them protected once they arrive. There are also practical considerations like stocking up on space-friendly food, tools that can perform in zero-gravity, and the means to communicate with Earth.

NASA and the other space agencies that oversee missions thoroughly train, prepare, and equip their astronauts for spaceflight, but there’s one area that hasn’t been given much thought — primarily because, up until quite recently, extended stays in space hadn’t seemed imminent. Astronauts face a number of considerable health risks, many of which we’re still trying to fully understand, but exposure to radiation is one that would preclude longer and farther-reaching trips. Unless we can figure out how to keep astronauts from succumbing to extended exposure — or reducing that exposure to survivable levels — radiation will dash our hopes of life on Mars. In fact, it would even prevent us from taking a vacation there.

In an attempt to promote research on this often overlooked area, an international team from the NASA Ames Research Center and others have set out to devise a “roadmap” for what they call “human radioresistance.”

Major sources of space radiation. The space radiation comes from three major sources including galactic cosmic rays, sun radiation and Van Allen radiation belts of the Earth.

The paper, published in the peer-reviewed journal Oncotarget, provides a number of possible avenues through which humans could be better prepared or otherwise enhanced to endure HZE irradiation — or space radiation. As the NASA Space Radiation Health Project explains, in addition to the more immediate effects — like acute radiation sickness — exposure to radiation also increases astronauts’ risk of several cancers, genetic mutations, nervous system damage, and even cataracts. For the last several decades of the space program, NASA has collected radiation exposure data on all its astronauts. While it’s helped them understand what happens as a result of that exposure, it hasn’t necessarily led to strategies for reducing — or, ideally, — preventing it.

Radioresistant Humans

That’s where the international team of researchers comes in. It’s their hope that by making use of what modern science can offer by way of genetic editing, screening for individuals who may be genetically predisposed to radioprotection, gene therapy, and even cryopreservation and biobanking, human astronauts of the future could be equipped with radioresistance, perhaps even at the biological level.

Aside from exploring these wild possibilities, the purpose of the team’s paper is to convey the importance of investing in research in the fields of radiobiology, biogerontology, regenerative medicine, and artificial intelligence now, so that these solutions could come to fruition down the road.

Though, not necessarily in the far future. “Sooner or later we’ll have to do it – leave Earth and wander into deep space,” said Dmitry Klokov, an author of the paper and Section Head of the Radiobiology & Health section at Canadian Nuclear Laboratories, in a press release. “Such travel, taking one or more years outside the Earth’s magnetosphere, would take a high toll on astronauts’ health due to exposure to cosmic radiation. So it’s better to start thinking now about how we are going to cope with that challenge.”

 

Ways to reduce health risks from space radiation during deep space travels. Multiple approaches from medical selection of radioresistant individuals to gene therapy may be proposed.

Advances in any of the areas that would help facilitate safe, longterm space travel would also stand to expand our understanding of human lifespan extension in general. “This roadmap sets the stage for enhancing human biology beyond our natural limits in ways that will confer not only longevity and disease resistance but will be essential for future space exploration,” said João Pedro de Magalhães, an author of the paper and a Trustee of the Biogerontology Research Foundation, in a statement.

The team’s research, then, isn’t only of benefit to humans destined for life off-Earth. In the meantime, it may also be of use to those of us who will be staying put — for the time being, at least.

The post Here’s How Future Astronauts Could Survive the Radiation of Space appeared first on Futurism.

Futurism

Headshot ZD Guide – How to Survive Just A Little Longer

Surviving in the zombie apocalypse can be quite tough, particularly if you’re dealing with the kind of zombies that can only be dispatched with shots to the head. Headshot ZD gives you that exact task in a free-to-play, survival-action format, and it’s one of those games where it’s surprisingly easy to fail if you’re not careful. In the interest of saving you and your zombie team from being eaten alive, keep these tips in mind:

Skeleton crew

[Read more]
148Apps » iPhone, iPad, Apple Watch and iPod touch App Reviews and News (RSS Feed) | 148Apps

Grapevines can survive with little water, but wine glasses could still go dry during droughts

Grapevines are drought resistant enough that California’s wineries may be able to dial back the irrigation and keep their plants alive, new research says. That’s good news as the state heads into what looks to be another dry year. There is a catch, however: while the study suggests vines might survive a thirsty spell with minimal watering, it doesn’t say if they’ll still make enough grapes to keep wine glasses full.

Researchers investigated how different varieties of grapes reacted to drought conditions: they spun the stems in a centrifuge and left the vines without water to find out when they start dying of dehydration. All of the varieties tested, including cabernet sauvignon and merlot, were found to be more or less equally resistant…

Continue reading…

The Verge – All Posts

2018: Can Brands Survive the Post-App Economy on a Mobile First Planet?

The following is a guest contributed post by Oisin Lunny, Chief Evangelist at OpenMarket.

We often hear companies describe themselves as ‘customer centric’ and ‘obsessed with customer satisfaction’, but when delving deeper into what this actually means to them–the reality deserves a much different description. Most are stuck in a customer experience (CX) rut, doing the bare minimum to avoid upsetting their customers and calling it good service.

The reality is, customers are no longer willing to accept mediocre experiences. In fact, overall tolerance for bad CX is fast approaching zero. Eight years ago, Harris Interactive polled customers to find out how many would be willing to go back to a company after a bad experience, the answer was a fairly forgiving 41 percent. Just four short years later, that figure plummeted to 14 percent. Want to take a stab at what it is today? All signs point towards zero tolerance. This means that brands don’t get a second chance after delivering a bad CX. And what does good CX mean today, from a customer’s perspective? It’s the last best experience they had, with any company.

The Anatomy of Phono-Sapiens

Customers have evolved with the times and now maintain an entirely new set of expectations from businesses. The best way to understand the modern customer is as an evolution of our species to “phono-sapiens.” This means they live and breath by their mobile device, and expect to be able to interact with any business on it. In fact, that’s the main expectation of the  phono-sapiens, for businesses to meet their needs wherever they are, and give them the same experience unilaterally as they go from their mobile, to their tablet, to their laptop. They want to be able to browse on one, and seamlessly complete their purchase later on another.

It has been a slow climb for brands to evolve with the modern consumer’s expectations, and technology has moved faster than many brands using it. Eight years ago web traffic from mobile devices was a fraction of one percent, while today most web traffic is from mobiles. Accordingly, between 2010-2015 there was a massive dip in customer satisfaction, as brands initially ported their online experiences to mobile web and apps, but luckily brands are recovering by designing their CX from the customer’s needs outwards, rather then their own business agendas. Customer satisfaction has increased in the last couple of years as brands begin to understand what a planet of phono-sapiens truly means to their business philosophy and processes.

Empathy in Action

The ability to have a one-on-one relationship with all of your customers on a global scale is still new to most brands, but it’s easier than it seems. It all comes down to one thing: empathy.

These days, businesses can know a lot about their customers, thanks to the sheer quantity and quality of data collected, analysed, and turned into business insights. This makes it entirely possible to anticipate what will make a customer happy, and how to meet their needs at exactly the right moment —which is empathy in action.

A problem frequently encountered today is brands confusing empathy with personalization. Using a customer’s name in an email isn’t the same as having a personal interaction. The difference lies in understanding their needs, and preempting what will make them happy.

CX Tools for Success 

Many businesses can’t do personalized marketing because their existing lines of communication are broken – they’re simply not using the right tools in the right way.

Let’s take email as an example. While businesses tend to flood customers’ inboxes with all forms of messages, the reality is that email has a very weak open rate of just 20 percent, on a good day. Furthermore, its click through rate is a mere two percent, meaning that almost nobody is interacting with it. As for mobile apps? Their numbers aren’t much better. Twenty-five percent of all apps are never used, and a further 26 percent are only used once. Phono Sapiens is also exhibiting distinct signs of app-fatigue, with 17 of the top 20 apps in the US declining in installs. And what about the notorious call center? Does the following interaction sound like good CX? ‘Your call is very important to us, please enjoy this 40 minute flute solo.’

Email, apps and voice channels all have their moment to shine, but in terms of delivering empathetic moments, one needs to use a communication tool with an open rate you can depend on, and a timescale you can accurately predict. For example, 83 percent of millennials surveyed stated that they open text messages within 90 seconds. This means that enterprise CX journeys built around intelligent automated mobile messaging are reliable and predictable in a way that doesn’t exist anywhere else. With the global ubiquity of mobile devices, text is opening up new vectors for customer engagement. A brand can know when its message will be opened by a customer, and how quickly. From there, they can design a CX that preempts and give customers value at precise times and in exact places. Today, SMS is essentially the sleeping giant of business to consumer interactions. Tomorrow, Rich Communication Services (RCS) will replace most of the brand to consumer interactions currently within apps. There has never been a greater imperative for brands to establish meaningful connections with their customers using the mobile text channel, in preparation for our shift to a post-app economy, empowered by RCS. Investigating this stunning technology should be at the forefront of every company’s new year’s resolutions.

The key to empathy is all about businesses seizing these countless invisible opportunities to proactively provide value and thus stand out from the crowd. According to Forrester, in five years time the only differentiator for any business will be their customer experience, meaning there’s no time to waste. We are approaching a Golden Age for phono-sapiens, where customers demand greater levels of satisfaction and seamless omnichannel interaction with the brands they love, and will tolerate nothing less.

Where does your brand stand on this evolutionary timeline?

The post 2018: Can Brands Survive the Post-App Economy on a Mobile First Planet? appeared first on Mobile Marketing Watch.


Mobile Marketing Watch