UNPACKING THIS YEAR’S BIGGEST TECH ANNOUNCEMENTS

2017 TECH BRIEFING

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TODD GRENNAN SR. CONTENT PRODUCER, APPBOY

KEVIN WANG VP OF PRODUCT, APPBOY

PRESENTINGTODAY

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TOC

WHERE WE ARE RIGHT NOW Mobile is maturing, web is riding it out

WATCH THE THRONE Why brands can’t afford to ignore F8, WWDC, or Google I/O

THE FUTURE IS COMING FAST All the major developments from this spring’s biggest tech events

HOW TO GET READY The steps you need to take to get ahead of the curve—and stay there

Q&A Your questions, answered

WHERE WE ARE NOW: MOBILE IS KING

S O U R C E : * M A R K E T I N G L A N D 2 0 1 7 “ M O B I L E N O W A C C O U N T S F O R N E A R LY 7 0 % O F D I G I TA L M E D I A T I M E ”

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MOBILE HAS TAKEN OVER THE WORLD—BUT DESKTOP HASN’T DISAPPEARED

60%OF MOBILE TIME IS SPENT USING NATIVE APPS*

30+%OF DIGITAL TIME*

DESKTOP STILL USED FOR

69%OF DIGITAL TIME*

MOBILE ACCOUNTS FOR

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AS MOBILE LEVELS OFF AND DESKTOP SHRINKS, BRANDS LOOK FOR THE NEXT BIG THING

28%-3% FROM

S O U R C E : * T E C H C R U N C H 2 0 1 7 “ R E A D M A R Y M E E K E R ’ S E S S E N T I A L 2 0 1 7 I N T E R N E T T R E N D S R E P O R T ”

89%BETWEEN 2014

AND 2016*

SMARTPHONE SHIPMENT

GROWTH FELL

8%SINCE 2013*

DESKTOP USAGE SHRANK

WATCH THE THRONE: WHY THIS SPRING’S BIG TECH EVENTS MATTER

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YOU CAN’T SEE THE FUTURE…

BUT YOU CAN SEE THE FUTURE THAT APPLE, GOOGLE, AND FACEBOOK ARE CHASING

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FACEBOOK, GOOGLE, AND APPLE HERE’S WHERE THEY’RE PUTTING THEIR ENERGY:

• Smart Speakers and Other Consumer AI

• Augmented Reality (AR)

• Virtual Reality (VR)

• Expanded Web & Mobile Possibilities

WHAT THE TECH GIANTS KNOW

SMART SPEAKERS

AND OTHER CONSUMER AI

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APPLE ENTERS THE BATTLE OF THE SMART SPEAKERS

SIRI GETS A BIG UPGRADE Apple’s Siri digital assistant was the star of this year’s WWDC, with increased AI-powered capabilities, including stronger natural language processing.

PLAYING CATCH-UP OR LEADING THE RACE? With new integrations within iOS, the Apple Watch, and increased third-party integration support via SiriKit, Apple’s going toe to toe with the likes of Alexa and Google Assistant

AND, THEY’RE OFF! Apple introduces HomePod, an audio-focused, Siri-powered smart speaker designed to compete with the Amazon Echo and Google Home smart speakers.

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GOOGLE GOES ALL-IN ON THE GOOGLE ASSISTANT

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GOOGLE HOME GETS PERSONAL Using Google’s strength in machine learning, Google Home’s Google Assistant will now be able to distinguish between different individuals.

ONE SMALL STEP FOR NOTIFICATIONS Google Home is getting notifications, or “proactive assistance” to keep users better informed—but all early signs point to them being limited to Google-associated services.

GAME CHANGER: GOOGLE ASSISTANT FOR ALL They may not have added a screen to Google Home, but Google Assistant is now able to create connected experiences on Android TVs, smartphones—even the iPhone.

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ALEXA TO SUPPORT THIRD-PARTY NOTIFICATIONS

STEALING THE SPOTLIGHT Leapfrogging the Google Home’s cautious approach to notifications, Amazon plans to allow Alexa notifications.

THE AGE OF THE THIRD SCREEN? Amazon continues to expand the range of smart speakers it offers under its Amazon Echo umbrella, with its new Amazon Echo Show including a screen.

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FACEBOOK CHATBOTS ARE ABOUT TO GET SMARTER

FACEBOOK TAUGHT THEIR CHATBOTS TO NEGOTIATE Despite their AI-linked possibilities, but most chatbots are still quite basic. Facebook says they’ve now created bots that can negotiate and engage intuitively with users—now, that’s a game-changer.

“DISCOVER” TAB WANTS TO BE THE NEW APP STORE Facebook is putting just as much investment on the distribution side, launching a new tab within Messenger to help users browse and select chatbots based on their interests.

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APPLE AND GOOGLE BRING AI TO THE (THIRD-)PARTY

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APPLE MAKES MACHINE-LEARNING ATTAINABLE Apple opens up their mobile-focused machine learning API to devs, making it easier for brands to take advantage of AI within their mobile experiences

GOOGLE’S PUSHING CLOUD-BASED AI Google Cloud will be adding access to Google’s cloud-based AI systems to help brands take advantage of AI capabilities at scale with pre-trained AI models.

AUGMENTED REALITY

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When it comes to augmented reality, Google’s recent moves in the space are designed to take advantage of AR to provide consumers with a smoother, more helpful user experience.

VISUAL POSITIONING SYSTEM (VPS) Stores, museums, and other locations will be able to map their interiors, making them searchable and providing visual cues via smartphone that make it easier to find your way GOOGLE LENS This tool makes it possible to make plans, gather information, and more, simply by pointing a smartphone camera at text or real-world objects.

AR FINDS IT’S PLACE IN EVERYDAY LIFE WITH GOOGLE

S O U R C E : M A S H A B L E 2 0 1 7 “ G O O G L E ’ S V P S I S G P S F O R I N D O O R S ”

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BRING ON THE BRANDS Facebook announces Camera Effects augmented reality platform, encouraging brands to create AR experiences within the Facebook ecosystem.

THE NEXT BIG PLATFORM IS…YOUR CAMERA?

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ARKIT FOR IOS Apple announces the ARkit for iOS, making it easier for brands to take advantage of the sensors and tools built into iPhones to create immersive AR experiences for games, media platforms, and more.

AR’S BIG BREAK? Because users will be able to take advantage of these AR experiences without any special equipment, this phone-based approach to AR may be the initial way most consumers experience this new technology.

APPLE PUSHES MOBILE AR WITH ARKIT

VIRTUAL REALITY

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THE STUFF OF (DAY)DREAMS Google announced plans to pursue the creation of standalone Daydream VR devices in collaboration with HTC and Lenovo, instead of concentrating entirely on VR software and smartphone-based VR experiences.

GOOGLE DAYDREAMS OF VIRTUAL REALITY

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VIDEO CHAT IS SO LAST YEAR Spaces, Facebook’s upcoming VR platform, will allow users to interact with friends and connections from other Facebook properties in a (pretty cartoonish) virtual environment or a variety of recreated real-life locations.

FACEBOOK PUTS THE ‘SOCIAL’ IN SOCIAL MEDIA

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EXPANDED WEB & MOBILE POSSIBILITIES

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ANDROID PUSH GIVES USERS THE CONTROL

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Google is taking steps to give Android users more control over how (and whether) they receive push notifications, including:

•Notification Channels

•Notification Dots

•Push Snooze

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APPLE CHANGES THE APP STORE EXPERIENCE

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At WWDC, Apple’s overhaul of its iconic App Store for iOS 11 was one of the big stories. In addition to a new visual interface and a separate “Games” tab, the App Store has a couple of features that are of particular interest to marketing, growth, and engagement teams:

•App Store ratings API

•App Rating Reset Options

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ANDOID INSTANT APPS OPEN FOR ALL Instant apps allow brands to preload parts of their apps onto Google’s cloud, allowing people who don’t have your app to find it via Google Search and use the portion of your app that they need.

A NEW DAY FOR CUSTOMER ACQUISITION Now brands can acquire new customers and re-engage existing customers via web search in ways that weren’t feasible before, and give them the positive experiences that will encourage their decision to download.

GOOGLE’S CLOUD JUST KEEPS GROWING

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SAFARI TO BLOCK AD RETARGETING In macOS High Sierra, the desktop version of Safari will stop websites that users don’t regularly visit from tracking users around the web and serving ads based on their previous web activity.

NEW HURDLES FOR MARKETERS IN SAFARI

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ANDROID GO PUTS USERS IN CONTROL OF DATA USAGE Android Go is designed to allow users to have a fuller mobile experience in settings where connectivity is limited through a default Data Saver mode and API that allows devices running Android Go to give users an ongoing tally of how much data they’ve used.

GOOGLE BETS ON EMERGING ECONOMIES WITH ANDROID GO

S O U R C E : A N D R O I D G U Y S 2 0 1 7 “ G O O G L E I / O 2 0 1 7 : W H AT I S A N D R O I D G O ? ”

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SO, HOW CAN BRANDS GET READY?

1. STAY CURRENT ON WEB AND MOBILE Adjusting your Android push and App Store ratings strategies, try web push to reach Safari users, and investigate Instant Apps.

2. KEEP AN EYE ON SMART SPEAKER NOTIFICATIONS Right now, it’s just Amazon—but if Google or Apple start supporting them, that could change everything.

3. INVESTIGATE WHETHER AR/VR CAN SUPPORT YOUR ENGAGEMENT GOALS It’s early days—but if you have a clear use case, now’s the time to start thinking about how to make it work.

4. EXPLORE WHAT’S POSSIBLE NOW WITH AI Too many brands see AI as a panacea; make sure you have a realistic understanding.

Q&A