Generate Downloads with the Ultimate App Promotion Guide


App PromotionAs app developers, retaining an adept understanding of the marketing side of the business is of the utmost importance. An improperly promoted app, whether it’s good or not, will falter in the 6 million apps in app stores. Some larger companies can afford to outsource this work. Independent developers and companies developing apps for clients must have the knowledge to guide projects from development through release regardless of their expected level of involvement in enacting a release strategy. When developing your app, take into consideration our overview of app promotion strategies and best practices.

APP STORE OPTIMIZATION 

App Store Optimization is the bread and butter of all app marketing efforts. App stores are the largest driver of downloads for the vast majority of apps. When enacted properly, ASO will drive tens, hundreds, or even thousands of daily downloads from app stores depending on the search traffic of the keywords. Experienced developers create ASO strategies before they begin the programming process.

Selecting keywords is the first and most important process of ASO. Searches in the app store are typed out with thumbs rather than a full keyboard, thus thinking of key shorthand terms is vital to improving search rankings. Developers must evaluate the amount of search traffic for each keyword and how competitive that search traffic is. Pursuing high traffic search terms can backfire because apps can falter against the high level of competition. Developers should continually refine their keywords and have a strategy ready for when their apps improve in search rankings. Over time, apps grow stronger in app store search and can eventually rank for more competitive keywords. It’s vital for developers to constantly refine their ASO strategies and build toward more competitive search terms. Many companies create one strategy for when their apps are first entering the store and a separate strategy for when they improve in ASO strength and can compete with higher volume search terms.

ASO does not end with the release. Engagement signals like retention, number times people open the app, and length of usage increase app store rankings. Developers must constantly be working toward improving the UI of their apps, as retention will boost ASO.

PAID ADVERTISING

While paid advertising, specifically social media ads, can be a major driver of app downloads, it’s important to understand where paid advertising factors into the equation. Before enacting paid ads, developers should have established a proven revenue model and overall business model. How much revenue an app generates per download will dictate the paid advertising budget. Without a model for revenue per download, app promotion can quickly become too expensive to maintain and end up in the red.

THE BENEFITS OF A SOFT LAUNCH

A soft launch is when developers make their app available in app stores without any promotional push. The small set of users you acquire through a soft launch can act as an initial beta user group that will inform your understanding of how consumers are using your app.

App developers often come to realize a major disconnect between why they think their app is good versus the opinion of their users. Experienced developers make the most of their analytics and continuously dedicate resources to the iterative process of improving their apps.

THE DANGERS OF CROSS-PROMOTION

While cross-promotion is a popular tactic, it’s also one that can backfire. App developers find partners with relevant but separate audiences and promote traffic to one another’s pages or content. The key to cross-promotion is finding a partner with an audience that is going to give an equivalent amount of exposure. The potential pitfall is that when users redirect out of the app, it reduces retention, ultimately damaging ASO.

Rather than partner with another app or company, some developers elect to develop feeder games and alternate apps which cross-promote to one another, maximizing downloads without detracting from outside marketing efforts.

SEARCH ENGINE OPTIMIZATION

Many app developers promote their apps through their website with Google SEO, social media, content marketing & more. While some apps treat their website as a landing page with a large download button, there is much more that can be done. For example, hosting Youtube content or a blog on your site will draw users in to your brand and retain them on the web page.

Enacting SEO for your app store URL can be even more effective than for your website. App Store URLs can outrank websites in SEO because of the authoritative domain of iTunes and Google Play.

PUBLICITY AND OTHER ENTREPRENEURIAL METHODS

While effective ASO and app promotion can be done on a relatively low budget, app promotion doesn’t have to begin and end on the tech side of things. Many developers make a point of developing their public persona through social media and external publicity in order to foster an audience to whom they can later market their products.

THE ROAD TO SUCCESS

Ultimately, the road to success is not smooth, but bumpy. With the right mix of expert development, continuous maintenance, vigilance and dedication, an app can break through the sea of competition and become a profitable enterprise.


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App Promotion Strategies and Best Practices


As app developers, retaining an adept understanding of the marketing side of the business is of the utmost importance. An improperly promoted app, whether it’s good or not, will falter in the 6 million apps in app stores. Some larger companies can afford to outsource this work. Independent developers and companies developing apps for clients must have the knowledge to guide projects from development through release regardless of their expected level of involvement in enacting a release strategy. When developing your app, take into consideration our overview of app promotion strategies and best practices.

APP STORE OPTIMIZATION 

App Store Optimization is the bread and butter of all app marketing efforts. App stores are the largest driver of downloads for the vast majority of apps. When enacted properly, ASO will drive tens, hundreds, or even thousands of daily downloads from app stores depending on the search traffic of the keywords. Experienced developers create ASO strategies before they begin the programming process.

Selecting keywords is the first and most important process of ASO. Searches in the app store are typed out with thumbs rather than a full keyboard, thus thinking of key shorthand terms is vital to improving search rankings. Developers must evaluate the amount of search traffic for each keyword and how competitive that search traffic is. Pursuing high traffic search terms can backfire because apps can falter against the high level of competition. Developers should continually refine their keywords and have a strategy ready for when their apps improve in search rankings. Over time, apps grow stronger in app store search and can eventually rank for more competitive keywords. It’s vital for developers to constantly refine their ASO strategies and build toward more competitive search terms. Many companies create one strategy for when their apps are first entering the store and a separate strategy for when they improve in ASO strength and can compete with higher volume search terms.

ASO does not end with the release. Engagement signals like retention, number times people open the app, and length of usage increase app store rankings. Developers must constantly be working toward improving the UI of their apps, as retention will boost ASO.

PAID ADVERTISING

While paid advertising, specifically social media ads, can be a major driver of app downloads, it’s important to understand where paid advertising factors into the equation. Before enacting paid ads, developers should have established a proven revenue model and overall business model. How much revenue an app generates per download will dictate the paid advertising budget. Without a model for revenue per download, app promotion can quickly become too expensive to maintain and end up in the red.

THE BENEFITS OF A SOFT LAUNCH

A soft launch is when developers make their app available in app stores without any promotional push. The small set of users you acquire through a soft launch can act as an initial beta user group that will inform your understanding of how consumers are using your app.

App developers often come to realize a major disconnect between why they think their app is good versus the opinion of their users. Experienced developers make the most of their analytics and continuously dedicate resources to the iterative process of improving their apps.

THE DANGERS OF CROSS-PROMOTION

While cross-promotion is a popular tactic, it’s also one that can backfire. App developers find partners with relevant but separate audiences and promote traffic to one another’s pages or content. The key to cross-promotion is finding a partner with an audience that is going to give an equivalent amount of exposure. The potential pitfall is that when users redirect out of the app, it reduces retention, ultimately damaging ASO.

Rather than partner with another app or company, some developers elect to develop feeder games and alternate apps which cross-promote to one another, maximizing downloads without detracting from outside marketing efforts.

SEARCH ENGINE OPTIMIZATION

Many app developers promote their apps through their website with Google SEO, social media, content marketing & more. While some apps treat their website as a landing page with a large download button, there is much more that can be done. For example, hosting Youtube content or a blog on your site will draw users in to your brand and retain them on the web page.

Enacting SEO for your app store URL can be even more effective than for your website. App Store URLs can outrank websites in SEO because of the authoritative domain of iTunes and Google Play.

PUBLICITY AND OTHER ENTREPRENEURIAL METHODS

While effective ASO and app promotion can be done on a relatively low budget, app promotion doesn’t have to begin and end on the tech side of things. Many developers make a point of developing their public persona through social media and external publicity in order to foster an audience to whom they can later market their products.

THE ROAD TO SUCCESS

Ultimately, the road to success is not smooth, but bumpy. With the right mix of expert development, continuous maintenance, vigilance and dedication, an app can break through the sea of competition and become a profitable enterprise.


Android O: What Google’s Latest OS Offers App Developers


On March 21st, Google unveiled the developer preview for the latest version of the largest OS in the world: Android O. For consumers, it means improved UI, design, battery life, & more. For app developers, it has far deeper implications. With release anticipated in Q3 2017, here is our rundown of the top takeaways about Android O for Android developers:

BATTERY LIFE

The main focus of Android O appears to be to continue Android Nougat’s initiative to reduce battery life. The OS will limit and manage what launched apps can do in the background when multiple apps are open. For example, if a user has a geolocation app open in the background while using another app, location updates will happen less frequently for the background app.

In technical terms, background execution & location limits have been reigned in, allowing the OS to better manage background activity. Background apps are defined by Google as apps showing no visible activity, no foreground service & not connected to a foreground app through its services. Location changes affect the following APIs:

  • Fused Location Provider (FLP): The local system service computes a new location for background apps only a few times each hour, according to the interval defined in the Android O behavior change. Foreground apps will not experience location sampling rates in relation to Android 7.1.1 (API level 25).
  • Geofencing: Background apps can receive geofencing transition events more frequently than from FLP.
  • GNSS Measurements: Callbacks registered to receive outputs from GnssMeasurement and GnssNavigationMessage will stop executing for background apps.
  • Location Manager: Location updates will be provided to background apps only a few times per hour according to the interval defined in the Android O behavior change.

NOTIFICATION CHANNELS

Android OS’s have always thrived in the notification department. Android O allows developers to group notifications into channels. Developers must select a channel for each distinct type of notification they send with the goal of making things easier and more customizable for the user. For example, a user can turn off the “Sports” notification channel from the New York Times app if they are already getting sports notifications from the ESPN app.

Developers can also allow user behavior to dictate notification channels. For example, the developer of a messaging app can create separate notification channels for each of a user’s messaging threads.

WI-FI AWARE

Wi-Fi Aware, or Neighbor Awareness Network (NAN), allows devices to discover and connect directly with each other without any other connectivity between them, like Wi-Fi Access Point or Cellular. Two phones can connect with each other with NAN and share data at high speeds without any additional apps or configuration, opening up tons of possibilities for developers.

Learn more about Wi-Fi Aware:

HI-FI BLUETOOTH AUDIO

Android O supports Hi-Fi Bluetooth audio. While the quality of the audio still depends on the speaker or headphone through which one listens, this is a major improvement for music lovers.

ADAPTIVE ICONS

Android O will introduce adaptive launcher icons. Adaptive icons support visual effects and can display a variety of shapes across different device models. Adaptive icons are a major tool for developers to guide the user’s eye and enhance UX. Check out Android’s developer site to learn more.

RELEASE SCHEDULE

The O Developer preview will run from March 21st to the final Android O public release anticipated in Q3 2017. Android will provide incremental updates in mid-May, June, & July. Until Q3 2017, the onus is on Android developers to prepare their future and existing apps for the latest operating system.


SEO Pro Tips: Best Practices for Meta Descriptions


Last week, we explored the art of perfecting title tags for SEO dominance. This week, we’ll explore another vital meta tag: the meta description.

The meta description is the text that appears below the link in SERPs, as below:

Meta descriptions should be about 135 – 160 characters long, although Google has tested longer snippets. Any time quotes are used in the meta description, Google cuts the text off. To prevent meta descriptions from being cut off, it’s best to remove all non-alphanumeric characters.

Google uses meta descriptions to pull preview snippets on SERPs and return results when searchers use advanced search operators to match meta tag content, but unlike title tags, meta descriptions do not directly influence Google’s ranking algorithms for normal web search since meta description keywords are not ranked.

While meta descriptions do not directly affect SEO, they do indirectly impact it. The prominence of meta descriptions in SERPs makes them a very valuable UX component and a tool for enticing searchers. While keywords do not affect ranking, they are bolded in the meta-description, which attracts the eye and can help influence a searcher’s decision to click. Thus the use of keywords in meta descriptions can be beneficial to increasing Click Through Rate (CTR). The Click-Through-Rate is the ratio of searchers who click on a page compared to how many searchers see it. CTR is highly valued in search rankings. Since meta descriptions are one of the first things that a searcher will see, they can influence them to click, increasing CTR and boosting SEO.

The ideal meta description articulates the value proposition which a company or web page offers in a precise way while taking into consideration the competition that the page is up against in SERPs. It assumes an active voice and includes a call to action. Web developers can enrich a meta description by using schema markups like star ratings, customer ratings, or product information, to increase the appeal. See below for example:

Image via Google Support

Sometimes meta descriptions are unnecessary. Moz advises if a page is targeting between one and three high volume search terms or phrases, it’s best to write a meta description targeting users performing those searches. If the web page is targeting long-tail traffic (three or more keywords, like a blog with hundreds of entries), it may be best to let the search engines extract the relevant text from the site since they will pull text specifically targeting the user’s search. A blog might be targeting one audience in their keywords, but have content on so many topics, they can be found through any number of search terms. A meta description specified for a page with a lot of content may detract from the relevance that the search engine can create organically by pulling a text description from the page which is relevant to the specific search.

Like title tags, repeating meta descriptions or making them incomprehensible will result in penalization from Google. Meta descriptions can be tricky since they are longer and a bad meta description can be worse than none at all. With the right title tags and website content, meta descriptions can be a major UX tool to drive traffic to a web page.


SEO Pro Tips: Perfecting the Title Tag


Over 100 billion searches per month are made on Google worldwide. Search Engine Optimization (or SEO) has become one of the top marketing disciplines for anyone trying to drive web page traffic and digital revenue.

Title tags are one of the most important facets of SEO. Title tags are the titles of web pages that display in search engine results pages (SERPs) and as the clickable headline for a given result. They are the most obvious element in a search result and are pulled to the forefront of SERPs (Search Engine Result Pages). They display as below:

Social networks use title tags to determine what to display in the link preview when you share a page:

Title tags are extremely important for SEO, social sharing, and UX. They are one of the major on-page SEO elements. Keywords in title tags will factor heavily into a web page’s rank in any keyword-based search query.

Below find some of the best practices for crafting the perfect title tag.

KEYWORD EFFECTIVELY: Since title tags have a direct affect on SEO, effective keywording is crucial. Putting important keywords in the front of the title tag will increase SEO rankings, while keywords and search phrases at the end of the title tag will be less of a factor. For this very reason, it is best to put a company or website name at the end of the title tag, unless that name is an important keyword phrase. Keyword stuffing, or overloading keywords without making sense, will result in penalization. Ultimately, keywording effectively means writing clearly to an intended audience while factoring in important search phrases.

OPTIMIZING LENGTH: Title tags are not measured by length, but by a 600-pixel limit. Pixels do not equate to characters since certain letters require more pixels to compose than others. 600 pixels generally equate to about 50-60 characters. Measuring pixels can be made easy with this pixel length measurement tool by Search Wilderness.

RESEARCH, RESEARCH, RESEARCH: Statistics show 48% of marketers worldwide identified keyword/phrase research as the most effective SEO tactic. Effective research means honing in on your audience and enacting relevant keyword searches to observe the organic search competition. It is also important to note the inorganic competition: promoted ads for web pages that are boosted to the top of searches by Google AdWords.

Having a solid understanding of what a web page is up against in search engines helps web developers optimize their pages to stand out in the face of the competition. Since the competition and search rankings are constantly changing, research is an ongoing process. 34% of marketers cite frequent website updates as a key to their success.

PIPES “|”: Pipes can be used to punctuate and divide sentiments while minimizing punctuation and word count. See below for an example:

As with any copywriting, writing for an audience is crucial. Since the Title Tag is often the first thing a search user will see about your website, it is ultimately very important that it clearly communicates the subject of the web page and entices the intended searcher. Effective title tags are the first step on the way to SEO dominance.

Stay tuned for next time when we explore how to write an effective meta description!


via Symbols & Emoticons

The Business of Emojis: How Top Companies Monetize Emoji Apps


They say a picture is worth a thousand words.

Emojis have become a staple of text communication in the 21st century. According to Digiday, over 6 billion emoji messages are sent per day. iMessage, Facebook Messenger, GChat, Snapchat & more have all integrated unique emojis into their platforms. Where there is popularity, there is money to be made.

An Emoji is defined as a small digital image or icon used to express an idea, emotion, etc., in electronic communication. Emojis evolved from emoticons, which are pictorial representations of a facial expression using ONLY punctuation marks, numbers and letters. The first intentional use of an emoticon has multiple origins depending on your source. In 1857, historians documented the use of the number 73 to express love and kisses in Morse code. Some credit a New York Times article covering an Abraham Lincoln speech in 1862 with introducing the phenomenon. The first documented use of “:-)” and “:-(”  overtly to express emotion was in 1982 at Carnegie Mellon.

As online chat became popular, so did the use of emoticons. In an era of computer-mediated communication, emoticons help communicate nonverbal cues in digital threads. From emoticons, emojis emerged, eschewing the punctuation and using images to directly convey emotion. The first emoji was created in 1998 or 1999 in Japan by Shigetaka Kurita. Emoji was first integrated with iMessage in iOS 5. Snapchat recently bought BitMoji for $100 million. Messaging apps like Facebook Messenger and G-Chat are all following WeChat’s lead in creating their own visual keyboards. iOS 10’s iMessage App Store pushes stickers, opening up a new visual possibilities for app developers and advertising.

With big money on the line, here’s how top companies are monetizing their emojis:

DOWNLOAD FEE: Some emoji companies sell their apps with a download fee. For a flat rate of $1.99, the user receives access to all emojis. Most users will find it hard to justify paying for an emoji app unless they have a pre-existing relationship with the brand, thus this technique is best for major brands like Kimoji, Amber Rose’s MuvaMoji, the newly released Mike Tyson emojis, etc.

EMOJI PACKS/PREMIUM CONTENT: A more popular monetization method than a download fee is the individual pricing of emoji packs and premium content. Both paid and freemium apps can enact this monetization method. A company may offer one emoji keyboard for free with download of the app, then offer premium content, potentially sponsored by another brand, for a fee. Emoji> is among the top purveyors of this strategy.

BRANDED CONTENT: Perhaps the most effective monetization method for emojis is branded emojis and stickers. Fortune recently profiled a start-up named Swyft that generates revenue creating branded emojis & sticker packs. A sticker pack they created for Gwen Stefani’s album Spark the Fire was downloaded almost a million times and resulted in 41 million impressions in 10 days.

App developers looking to push their own emoji packs can generate revenue with branded partnerships after establishing popularity. BitMoji built up an audience over time with a seemingly endless keyboard of expressions. Upon attaining popularity, BitMoji was able to acquire tons of sponsored sticker packs to generate revenue. BitMoji’s success led to Snapchat’s decision acquire BitMoji and integrate an established brand rather than create their own unique emojis.

RETENTION: In order to build an audience and monetize, emoji keyboards must retain their users. Ads aren’t a popular monetization method for emojis since users like their digital conversations ad-free. Animated Emoji Pro integrated games into their app in order to increase user retention and ascend in ASO rankings. Users get lost BitMoji’s vast selection of icons, increasing usage time.

LOCALIZATION: Localization is another major way of enhancing retention on an emoji keyboard. A study by SwiftKey found radically different patterns of emoji usage depending on geographic location. Creatively utilizing geolocation services to localize the user experience for an emoji keyboard can be a vital tool in building and retaining a national or even global audience.

Succeeding with an emoji app requires innovative thinking, attention-to-detail, marketing & careful consideration of audience. Like TV, print, & web messaging, well-crafted emojis require good creative, and meaningful visuals that convey emotion. With 45 billion messages sent per day in the US alone, there is great potential for a well-crafted emoji app to become profitable business with the right combination of concept, execution, and an experienced app developer.


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How To Design Battery-Efficient Geolocation Apps


The ability for smartphones to offer location services fostered major opportunities for app developers looking to create new apps and enhance functionality of existing apps. Tinder, FourSquare, & Waze use geolocation in the center of their functionality to great success. In combination, these three apps can help a user determine a dinner companion, restaurant of choice, and route to the restaurant. By delivering location-sensitive information to users regardless of where they are in the country, these apps appeal to massive audiences.

Programming geolocation services into an app will have a major impact on the overall quality of the app—and it’s easier said than done. Inefficient geolocation services drain device battery life and deliver inaccurate location data. When apps drain battery life, users uninstall them. In order to determine the best method of programming geolocation services, it is vital for app developers to know who is going to be using the app and how they are going to use it.

Location can be determined by a smartphone in a number of ways. The most widespread include:

GPS: All modern iOS & Android smartphones are equipped with GPS technology. GPS can use at least four satellites to determine a user’s location within about 60 feet.

Cell ID: When GPS isn’t available, phones can use Cell ID, information from cellular towers, to determine location. Cell ID is ideal in big cities with vast amounts of cell towers. Serial fans should be familiar with how cellular tower information can be vital in identifying one’s location. GPS & Cell ID can also work in conjunction to deliver a more precise GPS location.

Wi-Fi: Devices can detect Wi-Fi networks in the same way they can detect cellular towers, but Wi-Fi is more precise as Wi-Fi networks cover smaller regions. Devices can use RSSI (Received Signal Strength Indication) to refer signals from the phone with Wi-Fi points database. Devices can also use the user’s frequently visited places, a profile or wireless fingerprint based on locations in Wi-Fi networks frequented by the user. Wi-Fi can identify a user’s position within 2 meters of accuracy.

The decision of how an app should prioritize these three methods to determine location is a vital one. If users are located in the city, that means both dense Wi-Fi router and cell tower coverage will open up options. If the app is being used primarily in a domestic situation, Wi-Fi might be both the most accurate and efficient method. Apps designed for rural areas may have to use Wi-Fi due to lack of cell towers.

Geofencing Graphic from Applidium

GEOFENCING

Geofencing utilizes a device’s GPS to determine a user’s distance from a particular point. Geofencing can sense when a user enters within a set radius defined by the coordinates of its center. Geofencing will sense when users are inside or outside of a retailer and offer action prompts for either space. There are three types of geofencing:

Static geofencing is based on a user’s position in relation to a specific place. For example, a retailer app sends a message to users who pull into the parking lot of a mall containing the retailer.

Dynamic geofencing takes into account both a user’s location and a changing data stream. For example, a parking app sends the user a message about a recently evacuated parking space that the user is approaching.

Combined geofencing determines when a user enters into a location in relation to other users. For example, apps like Yelp, Facebook, or FourSquare send notifications if a friend checks into a nearby merchant .

CREATING BATTERY-EFFICIENT APPLICATIONS

Making a geolocation app battery-efficient is one of the biggest challenges  app developers face in the programming stage. Developers must create a comprehensive strategy based on their audience.

ACTION THRESHOLDS: Defining accurate action thresholds and use-cases for an app’s geolocation services will dictate its level of battery-efficiency. The more precise your location accuracy requirements, the greater the battery drain. Action thresholds and use-cases define how an app is intended to be used, allowing a framework for developers to enact an efficient model of internal processes for location determination.

COMPREHENSIVE TESTING: Testing the app aggressively to gather a large amount of data is the only way to know the most efficient action thresholds. The more the developer understands how an app is being used, the more they can refine their programming. After release, continuing to gather analytics from user behavior and refine tactics based on how users are getting value from the app becomes a crucial ongoing process.

POLLING FREQUENCY: One of the major variables dictated by action thresholds is polling frequency. The more an app polls for locations, the better its location accuracy. The necessary level of location accuracy varies depending on the app. The precision of location accuracy necessary for an app to be functional can vary. A restaurant app, for example, might be able to get away with accuracy from 200 meters to a few kilometers, while an app that locates friends might need accuracy within 10 – 20 meters.

Evaluating the most efficient polling frequency requires thorough use-cases and some creativity. Programmers can design algorithms to reduce polling frequency if an app hasn’t changed locations for several minutes. Programmers can also analyze the speed of the device and use this data to change polling frequencies. A developer may elect to increase polling frequency as a car accelerates to ensure they maintain location accuracy within a selected radius.

DEFERRING TO OS: Many major mobile platforms will share geolocation information at an operating system level. As a result, any app that is listening can receive location updates requested by other apps. By deferring to other apps already polling for location data, apps can minimize battery drain while still retaining acceptable location data.

Check out Apple and Android’s developers’ sites for more information on best practices for programming location services.


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Everything You Need to Know About Machine Learning


A calculator can solve complex problems which would take even the most savvy mathematicians an incomparable amount of time. Artificial intelligence has become one of the most hotly debated and highly funded aspects of technology because the speed at which machines can process information yields innumerable possibilities and applications which can and will benefit humanity. One of the first popular incarnations of AI is Machine Learning.

Machine Learning is the ability for a computer to learn without being explicitly programmed. Machine learning focuses on computer programs which can identify patterns and create its own algorithms when exposed to new data. It is used in self-driving cars, in newsfeed algorithms on social media, in evaluating job candidates, in recognizing faces on your phone, and more.

The most powerful form of machine learning currently active is called “deep learning”. “Deep learning” builds a complex mathematical structure known as a neural network out of vast quantities of data. Machine learning’s ability to handle mass amounts of data makes it crucial to the advancement of IoT. The IoT collects enormous amounts of data which require computers with machine learning to recognize patterns and create algorithms.  In self-driving cars, IoT cameras and sensors in each autonomous vehicle absorb their surroundings and turn them into huge amounts of data. The data is then sent to the cloud where it is accessible to all autonomous vehicles on the road. Thus, when one self-driving car makes a mistake, all of them learn. In conjunction with the Internet of Things, machine learning will be vital to the building of a smartworld.

TOP PROGRAMMING LANGUAGES

Machine learning requires a great deal of statistical analysis; it demands an intelligent programming language which can process a number of complex issues and general paradigms.

R: Considered a statistical workhorse, R has emerged as one of the top programming languages for machine learning. R is intended for advanced users because of its complex nature and wide learning curve.

Python: A rising star for machine learning, Python is a data science book which has been in use in the manufacturing industry for awhile. Python gives users direct access to predictive analytics, making it the foremost data science language. Developers turn to Python when they are looking to frame better questions or expand the capabilities of their existing machine learning systems.

MATLAB/Octave: Millions of engineers are already using MATLAB, a matrix-based language, to analyze and develop cutting edge systems. MATLAB has emerged as the simplest way to demonstrate computational mathematics.

MACHINE LEARNING AND iOS 10

Machine learning laid much of the groundwork for the biggest upgrade in iOS 10. It is very difficult for computers to comprehend the intricacies of the human language. Machine learning has enabled iPhones to sense contextual clues with increasing confidence, improving iMessage’s ability to autocorrect and for Siri to understand the particulars of your vernacular. In the iPhone 7 camera, machine learning allows the device to separate the background from the foreground to achieve amazing portraits once possible only with DSLR cameras.

MACHINE LEARNING AND ANDROID

Google is among the dominant forces in machine learning. Much of Google Search’s prominence is owed to advances in the machine learning field. In November 2015, Google released TensorFlow, an open-source software library for machine intelligence. TensorFlow effectively simulates “deep learning” neural networks across different computer hardware and offers a straightforward way for users to train computers to perform tasks by feeding them large amounts of data.

Google uses Tensorflow in many of their internal processes, including RankBrain for information retrieval, image classification, SmartReply, and more.

MAXIMIZING MACHINE LEARNING IN MOBILE APPS

Now that mobile devices have the high productive capacity level to perform tasks to the same degree as a traditional computer, the question of what machine learning can offer apps has arisen. Large retailers like Amazon and eBay use machine learning in their mobile apps to improve customer experience with smarter product search and recommendation features, along with the ability to forecast buying trends with analytics.

While Machine Learning algorithms require a high level of programming experience and a ton of data to be effective, integrating apps with Siri & iMessage for iOS 10 allows developers to take advantage of the vast deep learning neural networks embedded into Apple’s 1st-party apps.

While the future of machine learning  on a commercial level remains to be seen outside of tech titans like Facebook, machine learning algorithms will be crucial in conjunction with the IoT in building a new SmartWorld with unparalleled predictive capabilities.


Securing Your IoT Devices Must Become a Top Priority


The Internet of Things has seen unprecedented growth the past few years. With an explosion of commercial products arriving on the marketplace, the Internet of Things has entered the public lexicon. However,  companies rushing to provide IoT devices to consumers often cut corners with regard to security, causing major IoT security issues nationwide.

In 2015, hackers proved to Wired they could remotely hack a smartcar on the highway, kill the engine and control key functions. Dick Cheney’s cardiologist disabled WiFi capabilities on his pacemaker, fearing an attack by a hacker.  Most recently, the October 21st cyber attack on Dyn brought internet browsing to a halt for hours while Dyn struggled to restore service.

Although the attack on Dyn seems to be independent of a nation-state, it has caused a ruckus in the tech community. A millions-strong army of IoT devices, including webcams and DVRs, were conscripted with a botnet which launched the historically large denial-of-service attack. Little effort has been made to make common consumers aware of the security threats posed by IoT devices. A toy Barbie can become the back door to the home network, providing access to PCs, televisions, refrigerators and more. Given the disturbing frequency of hacks in the past year, IoT security has come to the forefront of top concerns for IoT developers.

SECURING CURRENT DEVICES

The amount of insecure devices already in the market complicates the Internet of Things security problem. IoT hacks will continue to happen until the industry can shrink vulnerable devices. Securing current devices is a top priority for app developers. Apple has made an effort to combat this problem by creating very rigorous security requirements for HomeKit compatible apps.

The European Union is currently considering laws to force compliance with security standards. The plan would be for secure devices to have a label which ensures consumers the internet-connected device complies with security standards. The current EU labeling system which rates devices based on energy consumption could prove an effective template for this new cybersecurity rating system.

ISPs COULD BE THE KEY

Internet service providers could be a major part of the solution when it comes to IoT Security. Providers can block or filter malicious traffic driven by malware through recognizing patterns. Many ISPs use BCP38, a standard which reduces the process hackers use to transmit network packets with fake sender addresses.

ISPs can also notify customers, both corporate and individuals, if they find a device on their network sending or receiving malicious traffic. ISPs already comply with the Digital Millennium Copyright Act which requires internet providers to warn customers if they detect possible illegal file sharing.

With the smarthome and over 1.9 billion devices predicted to be shipped in 2019, IoT security has never been a more important issue. Cyber attacks within the US frequently claim the front page of the mainstream media. CIO describes the Dyn attacks as a wake-up call for retailers. The combination of a mass adoption of IoT and an environment fraught with security concerns means there will be big money in IoT security R & D and a potential slow-down in time-to-market pipeline for IoT products.

Will the federal government get involved in instituting security regulations on IoT devices, or will it be up to tech companies and consumers to demand security? Whatever the outcome, this past year has proved IoT security should be a major concern for developers.


How Mobile Commerce Is Changing Retail Sales


Smartphones have brought about unparalleled convenience in our daily lives. We are constantly connected to our rolodex of contacts with a variety of methods of communication. We can access all the information available on the world wide web anytime. Consumers looking to make purchases on the go can find the nearest store with ease. For businesses, the mobile platform represents not only a major avenue for advertising, but an opportunity to give customers the ultimate convenience when purchasing products.

According to Internet Retailer, mobile commerce represents 30% of all US e-commerce and rose by 38.7% from 2014 to 2015. According to The Mobile Playbook, the absence of a mobile presence is the financial equivalent of closing a store for one day a week. Mobile commerce drives sales, and businesses lacking a mobile strategy are missing out on a major opportunity to increase revenue. Here are the top mobile commerce trends for 2016:

INTEGRATING PHYSICAL WITH DIGITAL

Although the digital world is virtually omnipresent in households, the appeal of immediately receiving one’s purchases by shopping in store remains attractive. Retailers are increasingly offering a variety of online + in-store options to capitalize on the convenience of digital and the immediacy of making a physical purchase.

Apps like Curbside have partnered with Target & Kroger’s to enable customers to reserve their purchases and skip the line when picking up products.

Beacon-enabled features like geo-targeted offers and loyalty rewards are becoming more and more popular. Geo-targeted offers can drive in-store traffic when delivered effectively. According to Target Marketing Magazine, 85 of the top 100 retailers are planning to adopt beacon technology by the end of 2016. Business Insider has predicted beacons will directly influence over $44 billion in US retail sales in 2016.

PERSONALIZED MOBILE PAYMENTS DRIVE LOYALTY

Although services such as Apple Pay and Android Pay were once hailed as the future, they have had a hard time receiving mass adoption. While mobile payment services haven’t gained popularity, the mobile wallet has made a major impact on commerce. Starbucks drives 16% of transactions through its mobile app. Walmart Pay arrived in December 2015, and now Target is next in line to develop their own payment app.

WEARABLES ON THE RISE

According to Arc, there will be a 61% growth in wearable ownership in 2016. App developers and retailers are still plotting on how to capitalize on wearables. Many anticipate a hands-free shopping experience in which one can simply walk out with their purchases and have automatic charges through wearable devices. Malls and large stores like Walmart may use wearables to make it easier for consumers to navigate stores. Wearables represent a major avenue for retailers to create innovative strategies and dictate trends to come.

THE MOBILE WEB DRIVES PURCHASES

While about 85% of time spent on mobile devices occurs in apps, the mobile web has actually proven to be a more successful in driving website traffic. While app usage is prevalent, consumers spend 80% of their app time on their top 3 apps. The mobile web drives twice the amount of site traffic than mobile apps. With 82% of smartphone users looking to their phones in stores when deciding what to buy, many anticipate the mobile web to surpass apps as the largest revenue driver in the next few years.

HOW CAN MOBILE COMMERCE HELP YOUR BUSINESS?

With technology in constant flux, the potential to drive revenue with a refined mobile strategy is constantly growing. Mobile strategies must be created, enacted and reevaluated with every new OS and device. Mobile is an ongoing investment. Understanding the value of a mobile strategy and how each device can enrich a customer’s interaction with your business will lead to long-term revenue growth.