Posts tagged "mobile"

Digital Disruption is changing the Public Sector

131119 Paul RobsonPaul Robson, President, Adobe Asia Pacific

Can you imagine a world without smartphones, or tablets; Facebook or Twitter? Can you imagine relying on enormous paper maps to find your way around a new city, or needing a number – fast – and flicking through a phone book? Most people can’t, because the world has changed with the proliferation of mobile internet. Digital has disrupted almost every aspect of our lives and organizations around the world are undergoing the tectonic shift that is digital transformation. Some are leaping ahead, others are lagging, but no sector is off the hook, including governments, which are at the forefront of citizen interaction.

The community, and the way we communicate, has changed dramatically in the last ten years. At the same time, we have access to the most sophisticated technology we’ve ever seen. Governments have an opportunity, and a responsibility, to leverage that technology to better engage with citizens, inspire them with streamlined, personal experiences, and generate efficiency and savings in these cost-conscious times. There are three key drivers that will shape digital disruption in the public sector: mobile, the internet of things and making everything digital.

 

Mobile and the proliferation of smartphones and tablets

Mobile is no longer a nice-to-have option – it’s a requirement. Smartphone penetration in Asia Pacific has exploded in recent years and according to the OECD, markets in Australia, Japan and Korea are above the 100% penetration mark. People have seen the value and convenience in using mobile technology in their day-to-day lives for all sorts of tasks, and they expect the same value and convenience from public sector agencies.

Public sector employees are also benefiting from mobile technology. Some public agencies have introduced BYOD because of the money saved by not providing employees with a device, but also because these employees have increased their productivity using mobile technology. Moreover, mobile technology can enable secure teleworking, which can ensure continuity of government services in times of crisis such as a natural disaster.

Organizations that do not provide content in mobile form are limiting accessibility. This issue does not just affect on-the-go executives. A range of demographics have adopted mobile devices including younger constituents and citizens with limited funds who cannot afford a personal computer and Internet access, but can afford a mobile device and data plan.

When combining the citizen demand for mobile information with the agency demand to increase self-service as a means to lower agency costs, it is clear that mobility is the future of citizen engagement.

 

The Internet of Things

The Internet of Things might have seemed like something from a science-fiction movie not so long ago, but not anymore. As we begin to enter a new era of machine-to-machine communications, we will see a redefining of the relationship between and people and things. For governments, there will be access to citizen insights like never before.

From farmers being able to monitor temperature, soil moisture and acidity and the effect it has on animal behavior; dishwashers knowing when to operate when the energy grid is least busy, to automated self-medication, the Internet of Things is disrupting and changing our lives.

 

Making everything digital

People expect access, engagement and transparency from government. They want faster access to services, to forms and the information they need. So what does that mean for governments? Adobe surveyed government communicators in the US earlier this year as part of its Digital Distress research and found that just 34% felt they had sufficient tools to be an effective communicator for their department of agency.

If governments are going to reach and engage citizens they need to target the platforms people are using and deliver engaging, personalised experiences. Future focus will be around mobile optimization, mobile apps and website optimisation. Today, according to Digital Distress, government communicators are embracing this disruption and are actively preparing for these changes. In fact, 38% of respondents are considering adopting Mobile Optimised Web, while 42% already use this tactic. In the growing field of website personalization, 26% of respondents are considering adopting this technology while 19% already use this.

As our lives become more focused and reliant on digital, those departments and agencies which embrace digital government and invest in the right technology and people will see the benefits. They will inspire their citizens with engaging, personalised experiences and they will reap the benefits of cost savings and efficiencies.

 

To find out where your agency or department falls when it comes to digital transformation, take Adobe’s Digital Marketing Maturity Assessment.

Digital Disruption Trends Revealed at Adobe Digital Marketing Symposium Singapore 2014

The latest digital disruption trends revealed at the Adobe Digital Marketing Symposium Singapore 2014:

UEFA Champions League creates worldwide Social ‘Buzz’ and Indonesia is the Buzziest Nation

The UEFA Champions League final, Europe’s biggest football tournament took place in Lisbon over the weekend. The all-Spanish final between Real Madrid CF and rising stars Club Atlético de Madrid generated an enormous buzz on social media worldwide. After a thrilling match, heading into extra time, Real Madrid won their 10th European Cup with a 4-1 win over Atlético Madrid.

Adobe Digital Index (ADI) used Adobe Social to monitor 4.5 million mentions of the final match on Twitter, Tumblr, Facebook, Pinterest, VK, Reddit, Disqus, and blogs during May. Here are some of the fascinating revelations:

      • 120 of the 196 countries in the world contributed to the social buzz around the match.
      • Surprisingly, Indonesian social media users topped the list of countries talking about the Champions League in the social space, accounting for 22% of mentions.
      • Spain was second with 11%, the U.K. third with 9%, and then the U.S. and Venezuela with 5%.
      • Indonesian social media users also figure prominently in the discussions of the two teams involved–further evidence of the massive popularity of European football in a country where a feud has split the domestic game into rival leagues. More mentions of Atlético came from Indonesia than any other country (35%), followed by the U.K. (16%), Turkey (13%), and the U.S. (7%).
      • In contrast, the Spanish are using social media to talk about Real Madrid. Just over 1/3 of the mentions of Real come from Spain, but, once again, Indonesians are also enthusiastic, with 19% of mentions of Real coming from there.
      • 43% of buzz about the UEFA Champions League final reflects ‘joy’ or ‘admiration’ for the game, while 25% is related to ‘sadness.
      • Among the players on show in the final, Real striker Cristiano Ronaldo figures most prominently in social media, averaging 36,425 mentions a day, compared with Atlético’s Diego Costa’s 20,908 average mentions.
          Fun fact: Ronaldo has the most Twitter followers of any athlete in the world, at more than 26 million. In fact, footballers comprise eight of the top 10 most followed athletes.

Champions-league-post_twitter

Football is truly global, transcending geographical boundaries, races, and cultures. Given the vast reach of football, there is a tremendous opportunity presented by football fans’ activity on social and mobile.

The Champion’s League final and the upcoming World Cup offer marketers around the globe the chance to capitalise on what is shaping up to be a record level of mobile video and social media activity, as fans and foes pick up smartphones to catch up and comment on the teams online. By analyzing social media ‘buzz’ data, marketers can identify new opportunities and quantify the huge worldwide appeal of what some marketers might just consider a regional event. This is a great justification for expanding the use of social and mobile marketing in a business strategy.

The Korean Digital Revolution is Underway

Adobe Systems Korea and Asiance have come together in a partnership to provide digital marketing business skills and consulting to the fast-expanding Korean market. Asiance is a digital agency that provides integrated digital strategy including online brand communications, digital engagement and commerce to help its clients more effectively engage today’s connected consumers. It is the first digital agency to announce a partnership with Adobe in Korea, and will deliver consulting and solutions across digital channels, focusing on responsive web development. The partnership will help more clients access solutions that deliver optimized consumer experiences across Web, social, e-commerce and mobile with Adobe Marketing Cloud at the heart of its offering, including Adobe Experience Manager, coupled with Asiance consulting and design expertise.

As devices and consumer behaviors are changing so quickly, it has become a real challenge to make sure customers are having an optimal experience. With Adobe Marketing Cloud and Asiance’s digital capabilities, clients are offered a customized web experience together with added analytical edge to measure, refine, and optimize.

The ability to optimize content is at the core of how a marketer provides customers with relevant, engaging experiences whenever and wherever they connect with a brand.  The partnership between Adobe Korea and Asiance reflects how important it is for a digital agency to be able to deliver an innovative and holistic solution. The partnership is going to help more Korean marketers move at the speed of digital to deliver the best possible experience to their customers.

Measuring the Success of Your Mobile Sites and Apps

With the rapid growth of mobile, companies have started to make large and strategic investment into their mobile marketing.  How do you then measure the ROI of your mobile channels and their contribution to your digital success? Do you know how consumers are responding to your mobile sites and apps and the effectiveness of tactics, such a mobile search, display ads, SMS and QR codes?

Attend this webinar session to find out! The session will also cover:

  • Campaign analysis of mobile tactics for acquiring app users and site visitors
  • Advanced segmentation of mobile audiences using Adobe Discover
  • Analyzing visitors who use multiple devices and channels

Date:    10 October 2013, Thursday

Time:

9.00am – 10.00am India, Sri Lanka
10.30am – 11.30am Thailand, Indonesia,
Vietnam
11.30am – 12.30pm China, Hong Kong,
Singapore, Taiwan,
Macau, Malaysia, Philippines
12.30pm – 1.30pm Korea
11.30pm – 12.30pm Australia (Perth)
2.30pm – 3.30pm Australia (Sydney, Melbourne, Canberra)
2.00pm – 3.00pm Australia (Adelaide)
3.30pm – 4.30pm New Zealand

Format:  Online Webinar