Why Apple’s HomePod targets home entertainment, not a voice-first mobile-free world

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

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Imagine turning your home into the bridge of the Star Trek Enterprise, where a disembodied voice deftly answers every question you can ask, and you don’t carry an iPhone or iPad anymore. Unfortunately, you also can’t unlock your doors, you can’t go outside, the brands you like are replaced with generic alternatives, and popular games, creative apps and other content aren’t available anymore. This is the fantasy future of Amazon Alexa–but fortunately not the vision of Apple’s new HomePod.
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ASUS targets Apple with 26% smaller notch than ‘Fruit Phone X’, higher screen-to-body ratio

As we head into 2018, it seems like most smartphones will be embracing the design language of the iPhone X. ASUS is leading the way with its most recent announcement….

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9to5Mac

Apple targets Android switchers in latest series of simple ads

Apple is hoping to convince Android users to switch to iPhone with its latest set of short ads that highlight some the iPhone’s best features. Five new ads were published by Apple this afternoon covering everyone from ease-of-use to customer support. Most of the ads are less than 15 seconds long and similar in style […]

(via Cult of Mac – Tech and culture through an Apple lens)

Cult of Mac

Canon’s entry-level Rebel T7 DSLR targets social media users

On top of its M50 mirrorless with 4K video, Canon also took the wraps of its latest DSLR, the Rebel T7. The successor to the two-year-old, 18-megapixel Rebel T6 now has a much bigger 24.1-megapixel sensor, making it more attractive next to excellent…
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Fujfilm targets video shooters with the new flagship X-H1

Fujifilm has dropped a hefty gauntlet on rivals with the X-H1, its new flagship APS-C mirrorless that excels at both photography and video. It sports a 24.3-megapixel X-Trans CMOS III sensor housed in a body with features from both the ergonomically…
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Tesla targets 2,500 Model 3s a week while posting largest quarterly loss

After its CEO launched one of its Roadsters into space yesterday, Tesla posted its largest quarterly loss while simultaneously posting a jump in revenue. Meanwhile, the company is still working towards its earlier goal of producing 5,000 Model 3s a w…
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Elon Musk’s pretty good week keeps rolling as Tesla slides through Q4 with same production targets

 Tesla CEO Elon Musk managed to send his Tesla Roadster into space — because why not? — earlier this week, and it looks like his week (and Tesla’s) is still looking up for now following the company’s fourth-quarter results. The company slightly beat Wall Street’s expectations on the financial front, and said it’s still targeting producing 2,500 Model 3… Read More
Mobile – TechCrunch

Catching Up With the New E.U. Emissions Targets Will Cost Germany a Trillion Euros

Trouble Keeping Up

It was only last week that we reported on the European Union’s decision to raise its renewable energy targets from 27 percent to 35 percent. The adjusted targets will impact several member states, including Germany, which elected to backtrack on plans to reduce emissions by 40 percent by 2020. However, the country reportedly still intends to meet the goal of cutting 55 percent of emissions by 2030.

As reported by Reuters, the draft study — which was commissioned by the BDI German industry group and assembled by Boston Consulting and Prognos — states that Germany will have to spend more than 1 trillion euros ($ 1.2 trillion) to meet the low end of the EU’s target of reducing emissions by 80 to 95 percent by 2050.

While nothing to scoff at, as Sören Amelang at Clean Energy Wire wrote, several energy-intensive industry representatives are wary of the study’s information, as it essentially assumes these plans will go off without a hitch.

“The results assume that politicians only make right decisions from today,” said Kurt Bock, president of chemical industry association VCI and CEO of chemical giant BASF.

Despite the study’s optimism, it does question Germany’s ability to reach the higher end goals, which would push the already high price to around 2.3 trillion euros ($ 2.8 trillion) even with the expected price drop of renewable energy.

According to Clean Energy Wire, BDI President Kempf explained that reaching an 80 percent emissions reduction would already be a momentous task. 95 percent, then, would be all the more difficult to achieve.

“The political aim of reducing greenhouse gas emissions by 80 percent by 2050 compared to 1990 is ambitious,” said Kempf. “The aim of reducing them by 95 percent is overambitious.”

Positive Outlook

It may sound like Germany has done very little to curb gas emissions, but in 2017 the country set renewable energy records and built the world’s largest wind turbine. By 2021, it will have multiple hydrogen-powered trains in operation.

Not all the reactions to the study were negative: Germanwatch Policy Director Christoph Bals credited it as a realization that Germany’s energy industry is without “ambitious climate policy as a driver for innovation and modernization.” Bock also pointed out that the need for additional climate protection and goals presented a “huge business opportunity.”

Sabine Nallinger, head of Foundation 2° (a company that represents German CEOs who support measures to combat climate change) said BDI’s report reveals the 95 percent gas emissions goal would still be feasible without harming the economy — provided that other countries continue to stand by the Paris Climate Agreement.

“From the BDI study, we must not draw the conclusion that Germany only pursues the 80 percent target,” said Nallinger. “This would be a disservice to the German economy: German companies would not be tomorrow’s technology leaders.”

It’ll certainly be an uphill battle for Germany, but with global temperatures continuing to increase, its become more apparent that every country needs to do their part to offset the effects of global warming. We’re already due for extreme river floods by 2040 thanks to the emissions we’ve already generated. Now’s our chance to prevent further disasters.

The post Catching Up With the New E.U. Emissions Targets Will Cost Germany a Trillion Euros appeared first on Futurism.

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What Brands Can Learn From Target’s Approach to Hispanic Marketing

The following is a guest contributed post from Parker Morse, CEO and Founder of H Code Media.

Two years ago, Target launched a campaign they called #SinTraducción (“Without Translation”). The premise of the Spanish-only campaign was to use words that had no ready English equivalent – words such as “sobremesa” (a period of time after a meal spent conversing amongst friends and family) and “estrenar” (the act of using or wearing something for the first time). The goal was to create a conversation on social media, both between customers and the brand and between customers themselves. The #SinTraducción campaign marked Target’s first major marketing effort targeted directly at Hispanics – the first, but most emphatically not the last.

One of the reasons for Target’s decision to start marketing more consistently to the Hispanic audience was the realization that its core demographic had changed, from the suburban soccer moms who had previously been the focus of Target’s advertising to urban, Hispanic millennials. In the course of their research, the company discovered that Hispanic customers were more brand loyal and spent more than other demographics – which led to the brand stepping up their ad spend.

What can brands learn from Target’s approach to Hispanic marketing? Target’s experiences show the necessity of having campaigns geared specifically to the Hispanic audience; but more than that, it shows the importance of having campaigns that affirm the influence and relevance of the Spanish language in American culture, while also positioning the brand as one that understands and meets the needs of Hispanics.

One brand that has chosen to emphasize the everyday realities of Hispanic life, instead of relying on demographic cliches, is Honda. The auto company recently released an ad that was, in many ways, a rebuke of the manner in which many brands have courted Hispanic consumers. Instead of viewing the Hispanic audience as a group whose motivations and desires are unknowable (save with the help of many dollars poured into demographic research), the Honda ad presented Latinos going about their daily lives – getting groceries, going to watch a movie, and so on.

The president of the agency responsible for the ads, Andrew Orcí, said that the ad was born out of the sense that many brands see Hispanics as operating in specific categories or patterns, despite the fact that they (and every other demographic group) cannot be pigeonholed so easily. This is particularly the case with young Latinos, who “ping-pong between cultures, languages, interests and behaviors.” For Orcí, “not even a Latino can can define a Latino. They simply defy all expectations.”

Mazda too has taken an unconventional approach to marketing to Hispanics, airing ads “filled with Japanese language and imagery” in places such as Univision.com. The goal, according to Russell Wager, VP of Mazda North America, is to raise awareness of Mazda as a Japanese company, because of the “great affinity and trust” Hispanics generally have for Japanese brands. The campaign will start with ads highlighting Mazda’s Japanese roots and Japanese culture in general, before transitioning to more traditional Spanish-language advertisements. In the past, Mazda simply repurposed their ads for the general market; this campaign is the first one Mazda has produced specifically for Hispanic audiences, and surely won’t be the last, given that the company has tripled its investment in Hispanic marketing.

Earlier this year, Target CEO Brian Cornell called attention to a trend that had him and his industry worried: the fact that Hispanics are increasingly choosing to stay home, and going out to shop less often. It’s not hard to see why Cornell is concerned, given that Target has consistently pumped large amounts of money into advertising campaigns centered around reaching that key demographic. In fact, the company increased its Hispanic ad spend by 20% last year, and has pledged to maintain that level of spending this year. Target’s holiday campaign the previous year was focused mainly on reaching Hispanics and families with children – another sign of the centrality of Hispanics to Target’s marketing efforts.

It’s certainly possible that spending in border towns, which has traditionally been a boon to retailers, has fallen this year, contributing to Cornell’s pessimism. But the biggest problem that retailers such as Target face is losing their customers to Amazon. This is especially true as Amazon begins to take measures designed to attract Hispanic audiences, such as creating a Spanish-language version of its website and offering its Prime services in Mexico. That being said, the fact that Amazon’s Spanish-language website is resonating with audiences demonstrates the important role the Spanish language plays when marketing to Hispanics.

In order to combat the “Amazon effect”, brands that wish to appeal to Hispanic audiences have to make themselves more accessible to those customers, whether it’s by introducing a Spanish version of their site or by launching ad campaigns that are designed to appeal to Hispanics as they really are, and not as marketers imagine them to be.

The post What Brands Can Learn From Target’s Approach to Hispanic Marketing appeared first on Mobile Marketing Watch.


Mobile Marketing Watch

Xiaomi targets $50 billion valuation as it considers IPO next year

Chinese smartphone maker Xiaomi is currently in talks about a potential Initial Public Offering (IPO) as early as next year. Top company executives will be hoping for a valuation of at least $ 50 billion, with some of them optimistically holding out for an even higher figure.

Xiaomi was valued at $ 46 billion in 2014 when it last sought an injection of capital, raising more than $ 1 billion at that time. Hong Kong is considered the most likely destination for the business in an IPO that could raise as much as $ 5 billion this time around, although there is still some trepidation among bankers.

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Xiaomi targets $ 50 billion valuation as it considers IPO next year was written by the awesome team at Android Police.

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