The pace of change – mobile must-reads

The @AdobeUK Team

July 06, 2012

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We know mobile is developing at an unprecedented rate and last week was no exception, with mobile stories filling the news. We’ve chosen four of the best highlighting the advances in the industry.

The Guardian recently blogged about how mobile phones are changing the world of retail at a remarkable speed. According to the IMRG Capgemini m-Retail Index, m-commerce experienced a whopping 359% year-on-year increase in May and is only set to grow as the sale of tablet devices continues to drive the electronics market.  We know the tides are turning in retail and only time will tell who will flourish in this new era.

Another enormous mobile stat that emerged recently was mobile search spend.  Econsultancy revealed that spending on mobile search in the US increased 333% in Q2 2012 compared to the same period last year, according to a report from IgnitionOneThis figure also supports our Q1 stats which found that mobile now accounts for 8% of US search spend compared to 11% in the UK.

Last Friday, Orange announced the first large-scale rollout of a SIM-based NFC solution to enable NFC-readiness for mass deployment of mobile contactless services – the first operator in Europe to do this at a national scale. The days of carrying small change could be on the way out as another step is taken towards the future of wireless communication. 

Finally, finishing on a futuristic note, a Japanese collaboration recently presented an OLED screen that allows users to use both sides of the surface at the same time. This transparent two-sided touchscreen could be the future of Smartphones. There’s a video on the website for a more in-depth look at this innovative new technology.


The future is digital and mobile is a big part of this. As mobile devices continue to evolve, it’s an exciting time!




Let us know your #FutureOfDigital stories by tweeting us at @AdobeUK.


Multi-tasking with multi-screens

The @AdobeUK Team

June 07, 2012

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As the digital revolution continues, it appears that so does our love and need for gadgets.  So much in fact, that we don’t only want the latest devices but we also want to use them all at the same time.  Whilst in the past we may have been content just watching the TV, increasingly people are finding themselves also sitting there with a smartphone in their hand chatting to their friends online or gazing at sites on their tablet – and, more often than not, all three at once.

This is what a recent Multi-Screen Marketer report from Econsultancy (@Econsultancy) found, with over half of the respondents answering that they were either somewhat or very likely to be using another device when watching TV. Interestingly, this rises with every screen added to the mix, with 65% of those with four devices saying that multi-device use is the norm while watching TV.

Increasingly consumers are finding themselves multi-tasking with multi-screens whether it’s in front of the TV, on a PC, laptop, tablet, smartphone or any other device – and brands need to recognise that the way consumers engage with products has changed.

The multi-screen trend has been around for years now and is gaining pace with the recent launch of Xbox SmartGlass among other devices. With more and more new products being created, the number of devices people own is picking up and is only expected to increase as more models come in to the market.

The culture is changing and as the demand for instant information, communication and gamification continues to rise, brands need to make sure they are listening to stay ahead of the curve. In the future, multiple screens will be the norm.

Get involved with the conversation by tweeting us @AdobeUK and using #FutureOfDigital. Read more about how Adobe can help with digital publishing here.



Four stories you need to read

Emma Wilkinson

May 22, 2012

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We’re always keeping an eye on the latest digital developments, and this week kicked off with four stories that highlight just how quickly the digital revolution is progressing.

We start off in one of the last bastions of the non-digital: the bookshop. The neatly stacked shelves holding row upon row of reading material, the well-read staff, the quietly intellectual atmosphere. And now, in recognition of e-readers, a dedicated digital area and free wi-fi access. At least that’s the case in Waterstones, which is going to sell Amazon’s Kindle book reader. Waterstones is embracing digital while it seems Amazon is getting a slice of the high-street audience.

From books to newspapers next.  The Newspaper Marketing Agency has rebranded as Newsworks in recognition of the fact that the old language of press and paper doesn’t fit any more.

Looking even further into the future, it appears that 3D gesture control technology is starting to go mainstream. The FT has blogged about the launch of a new gesture-control device that allows touch-typing or even playing a piano in the air. In the future, the FT says that finger and hand movements could reduce the need for a keyboard, mouse or touchscreen.

Finally, as the Olympic Torch relay begins, the BBC is broadcasting every second of the 8,000 mile journey for us to watch on our tablets, mobiles and laptops
wherever we are. We truly are in an always-on, digital world.

Let us know your #FutureOfDigital stories by tweeting us at @AdobeUK.

Teaching old dogs new tricks…

Emma Wilkinson

May 21, 2012

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If someone asked you to think about digital marketing, specifically its applications, what it’s used for and who benefits from it, you’d be forgiven for thinking that big multi-national brands with enormous budgets were the ones doing it best.

And to an extent of course you would be right – well known brands have indeed been amongst the first to truly embrace the potential of digital marketing and are at the forefront of using new technology to connect with their customers. But what you might not realise is that many other types of organisations across the not-for-profit, private and public sector are using the explosion in digital to connect with their stakeholders too.

In fact, a recent trend in the charity sector is organisations turning to social media to connect with potential donors. For example, in April the RSPCA (@RSPCA_official) launched its AnimalNation Facebook ‘pledge’ app to kick-off RSPCA Week which aimed to raise awareness of animal welfare. During the campaign the charity gave people the opportunity to publicly show their support for the RSPCA’s five key animal welfare pledges via the charity’s Facebook page, as well as the opportunity to explore sensitive issues such as animal testing. Perhaps most effective of all, people could ask questions via Facebook to Gavin Grant, the company’s CEO, and talk to RSPCA staff in locations as remote as Malawi. The campaign was backed up by the Twitter hashtag (#AnimalNation) and content on YouTube.

The RSPCA was formed in 1824 and is funded entirely by donations, but despite its maturing years, we think it has gone a very, very, long way in dispelling the myth you can’t teach an old dog new tricks!

Get involved with the conversation by tweeting us @AdobeUK and using #FutureOfDigital. Read more about how Adobe can help with digital publishing here.

Tablet revolution set to boom

Emma Wilkinson

May 02, 2012

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Adobe Creative Cloud Tablet It appears that our love for technology and gadgets continues to be insatiable despite the economic gloom. According to a recent Forrester report, 375 million tablet devices will be sold in 2016 and an incredible 760 million tablets will be in use… perhaps give or take one or two! E-readers aren’t far behind either, with IDC estimating that the market in EMEA more than doubled last year. Whether it is the technology driving the demand, or demand driving the technology, one thing is clear, the digital landscape is evolving and so too is the way in which we interact with brands.

With the future of digital heavily featuring tablets in all their forms, it’s more important than ever that brands work out how to respond. This might mean a tablet-friendly site that uses video and interactive content whilst creating exclusive tablet magazine editions, as adopted by Vanity Fair amongst others.

Tablet Growth Graph Forrester

Source: Frank Gillett, Forrester

Only by doing so will brands keep pace with consumer demand. As shown by the explosion in tablets, we have changed the way we shop, the way we work and the way we communicate. We aren’t content with static IT anymore, we want flexibility, accessibility and speed. We want to shop on the bus, pay our bills from our phones and we want to update Facebook whilst we’re making our breakfast. Only by meeting these demands will brands succeed in the future.

Get involved with the conversation by tweeting us @AdobeUK and using #FutureOfDigital. Read more about how Adobe can help with digital publishing here.

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