Category Archives: Mobile

Angie’s List Goes ‘Mobile First’

Angie’s List, which has recently seen a deterioration in its stock as investors have lost confidence in its ability to grow its premium subscription and ad model, has announced that it has gone Mobile First. The changeover is significant because the company, which has nearly three million users, has continued to support a wide variety of media. Many years after other companies went all digital, for instance, Angie’s has continued to provide personalized phone referrals to its well heeled (and older) home owner customer base.

The move to mobile first is accompanied by the launch of a new mobile app, which offers “concierge level” help for consumers seeking to hire the right service and medical professionals. It provides research for providers; shop for specific home improvement services; and “SnapFix” a project, automatically assigning service pros to projects based on specifications.

“We studied our members’ behavior and directly asked them what they want from us,” noted a company press release quoting founder Angie Hicks. “As a result, we’re not just connecting them to highly rated service companies through a swipe or a click, we’re stepping into the transaction, improving their experiences start to finish.”

A press note added that the new efforts are “symbolic of the corporate shift from just providing highly reliable information to getting in the middle of transactions to make the hiring process easier and the results better, faster.”

We’ll be diving deep into the future of Home Improvement services with local digital leaders from The Home Depot, Thumbtack and Serviz on Day 1 of the Leading in Local conference in San Francisco Dec. 3-5. You may register here.

LevelUp Teams with Sprint for Billing: Will Carriers be the New Local Billers?

More than 15 years ago, telecom carriers seemed like the logical candidate to handle ecommerce and other third party billing. But high commissions as high as 30 percent ruled them out for handling most billing accounts, after a fast start with porn and other services.

Now, Sprint is re-entering the third party billing arena and will compete with credit and debit cards via its Pinsight Media mobile ad network. The #3 U.S. wireless carrier with 50 million subscribers, has signed a deal with LevelUp to be one of several processors of its bills.

Customers who choose to pay with Sprint at any of the 14,000 merchant locations that take LevelUp will receive a 10 percent rebate as an added incentive. Those spending $100, for instance, will get $10 back.

Speaking at Money2020 this week in Las Vegas, LevelUp Founder Seth Priebatsch said the advantage of teaming with Sprint is that it is “frictionless” and “easy to set up.” The ace in the hole is working with Sprint’s ad network, with is working with 150+ enterprise apps. The ad network can boost restauranteur and retail affinity and allow for users to target based on geo-location, demos, interest/social profiles and LevelUp App Usage.

Sprint is the only mobile carrier who can provide fully integreated mobile ads with carrier billing,” noted Priebatsch. He would not comment on what LevelUp will pay for Sprint billing, although costs will likely be partially defrayed by the use of the ad network.

Money2020: ApplePay Drives Mega Event

The emergence of geo-targeting and mobile payment and wallet technologies has meant that we talk a lot less about the future of “advertising” than “marketing.” All this was crystal clear this week at the third annual edition of Money2020 in Las Vegas, a showcase for payment innovations, and a major boomtown, too. Attendance climbed from 4,000 attendees in 2013 to 7,500 attendees this year. Next year, the show will move to much larger quarters at The Venetian, and add a European edition.

BIA/Kelsey participated in this year’s festivities by presenting new research into card linking trends during a special offsite session hosted by The Cardlinx Association.

ApplePay – not part of the program, incidentally — was clearly the big driver of this year’s event, rebuilding momentum lost from earlier efforts by Google Wallet and others. As Visa President Ryan McInerney noted, the high awareness of ApplePay generally, and its use of tokenization has brought a real sense that payment technologies have moved beyond credit card account numbers towards high impulse and efficient transactions.

It will also help open the door to a new generation of payments, promotions and services – even if many features, such as NFC contactless payments, won’t be in widespread use for several years. Kicking off the show, McKinsey & Co.’s Philip Bruno and Kausik Rajgopal highlighted six major payment themes. These included:

1. Point of Sale evolution
2. Payment security
3. Crypto-currency
4. Globalization of commerce
5. New credit models
6. New partnerships and acquisitions

Things are happening very fast in this space, noted Bruno. It was just 17 years ago that ecommerce began. It has now crossed the trillion dollar mark.

American Express CEO Kenneth Chennault, during an opening interview, said that when it comes down to payment innovation, it all comes down to one thing: Merchants want to grow sales. Does the innovation “help merchants meet customer needs?” he asked. “Do they provide incentives for changing customer behavior?”

Chennault expressed confidence that Amex, for one, is providing marketing insights that “allow us to provide different types of promotions and offers to drive more business. Not just acceptance, but engagement,” he emphasized.

Other industry leaders also spoke about appealing to merchant needs. Heartland Payments CEO Bob Carr, for instance, said that they key thing with payment innovations is not to give advantages to a merchant’s best customers without disintermediating merchant margins. “The problem with othwerwise useful sites like OpenTable and GrubHub is that they disintermediate margins,” he said.

Money2020: First Data, Poynt Show Off Mobile POS Solutions


The Point of Sales revolution that began with Square’s introduction of its iPhone fob in 2009 has continued unabated. Rising consumer expectations, increased mobile and WiFi access and more tools have made POS a strategic tool that could not have been imagined a few years ago.

Among the new breed of solutions are ReachLocal’s ReachCommerce suite; Groupon’s Genome; Heartland’s Leaf; and First Data‘s Clover, which now has 26,000 terminals in the field after its initial release seven months ago.

First Data purchased Clover in October 2013. The tablet-based system was seen as the cornerstone of a new strategy that would update First Data’s reliable, table-based POS terminals. The acquisition of Clover was also designed to integrate with its Perka loyalty program, which was acquired at the same time; and its Insightics analytics.

At Money2020 in Las Vegas this week, First Data unveiled a new mobile -first extension of its Clover station. Poynt similarly showed off its own new mobile-first terminal. Both companies’ mobile terminals are attractive, Apple-like, white hardware mini-tablets. Clover boasts a handle to better hold on to its tablet, while Poynt features a large bump.

A major part of both their strategies is to accept a number of third party Apps. Clover now has dozens of Apps in its store and hopes to have 100 by year-end. The Apps often carry monthly add on charges of $5-10 a month, instead of just being sold for a flat fee, like consumer Apps. The Apps provide such features as employee punchcards; instant ratings and reviews; virtual giftcards; coupon managers; and charity donations. Clover and Poynt also boast printing options.

First Data Adds Beacon Technology to its Perka Loyalty Solution

First Data, the payment processing giant, has been building up a suite of services that would take the company far beyond payment processing and inject it squarely in the middle of SMB marketing.

The suite as currently configured includes the Clover Point of Sales system; Insightics analytics of transactions; Gyft virtual gift card services; and Perka, a sophisticated loyalty program for SMBs. Each of the services works independently, but are also increasingly integrated as well.

Perka was purchased by First Data roughly one year ago; in tandem with First Data’ purchase of Clover. Competing with Belly, Five Stars, SpotOn and other loyalty services, Perka now has over 1,000 merchants, and has recently increased its monthly fee for new customers from $50 to $59.99.

Co-founder Rob Bethge recently talked with BIA/Kelsey about the service’s progress under First Data – a sale which Bethge says has given it a chance to scale on a global basis– technologically and commercially – much faster than if it had been a standalone company.

Bethge says the company is just now “commercializing” with First Data’s various channels, including the use of up to 1,700 First Data sales reps of various stripes reaching out to SMBs. The service’s latest feature is the addition of proprietary wireless Beacon technology with rolling security codes, which will be provided for free to subscribers. The technology, which requires consumer opt-in, allows stores to know precisely who is in their store at any time – a favorite merchant feature, says Bethge.

Among other things, stores could theoretically craft special promotions based on this knowledge. The service, which is Bluetooth enabled, also allows easy transactions when consumers hands are full (i.e. if they are carrying a baby or a cup of coffee).

Theoretically, using the Beacon, consumers can turn on the feature for the morning at some stores, and then turn it on for other stores in the evening. The Beacon technology also enables individual merchant apps, in addition to Web access. “It allows for very location oriented offers,” Bethge says.

Interestingly, Bethge says the Beacon service would not have had an impact when Perka was first introduced in 2011. At that time, “less than half of locations had WiFi. Now it is not even a question.”

Kilponen: SMB Retailers Need to Focus on Foot Traffic Drivers

What should SMB retailers do to level the playing field with larger regional and national retailers? There are no easy answers, but they should really focus on mobile and geo location targeting, says Wanderful Media COO Doug Kilponen. Search has major limitations for them.

“In the old days, you could create free traffic from Google and the like. But SEO is dead for small retailers,” says Kilponen, previously CMO at Merchant Circle. “It’s been taken up by the Amazons and Google of the world. If you do a search term on products, it is a black hole. You can rarely find a way out.”

Mobile, however, represents “new opportunity “ for SMBs — albeit one that is misunderstood. “For small retailers, it is still about foot traffic,” says Kilponen. That means they should tap into location based services; engage local friends via social media; post products in certain categories; and target uses via promotions. Mobile SMB platforms such as Wanderful’s Find&Save Storefront provides “a stronger ROI than what we’ve seen in search,” he adds.

Kilponen is speaking on SMB retail at Leading in Local: SMB Digital Marketing Sept. 22-24 in New Orleans. You can register here.

Watch Out AAA: Urgent.ly Goes Uber, Takes on Roadside Assistance

Urgently 4_3

“Uber-ification” has been extended to many local segments, including hotels, restaurant reservations and promotions. How about roadside assistance?

Asserting that AAA and other roadside assistance services have outdated economic models and technology, local media and commerce vet Chris Spanos (AOL, Repair.com and Seniorchecked.com ) is leading a team launching Urgent.ly. The Washington D.C.- area company, which provides flat-rate repair truck assistance rather than charging annual insurance-like fees (i.e. $99), has done hundreds of service calls and is set to go nationwide. It completed its seed round of funding in March 2014, and is in the process of closing a larger, pre-series A round.

Like Uber, Urgent.ly has a free iOS App that contains a motorist profile and credit card information. Customers can easily tap their phones for a repair truck, and a live map lets them see where the trucks are at all times in the process. An additional feature is “FamilyView,” which allows drivers to link their app to a driving-age child, spouse or parent.

Spanos says 53 million customers are currently paying $70 to $130 for annual access to AAA, but most under-use use the services. The more serious issue with AAA is that customers often have to wait too long for a tow — some don’t get served within AAA’s 90 minute window. The problem? AAA only pays tow truck companies $20-25 and they have real mileage restrictions. The low payments mean that tow truck drivers will always give preference to cash calls from non AAA members. Urgent.ly’s on demand pricing takes care of that, says Spanos.

He also notes that people use AAA for a variety of services, of course, such as discounts to Amtrak, hotels, stores, and entertainment venues. “We may put in promotional discounts for auto-related services” at some point, Spanos notes. The key, however, is better transparency. “Transparency is the future of roadside,” he says.

Urgently Consumer Web App