Monday, 5 October 2015

Predicting Likes: Inside A Simple Recommendation Engine's Algorithms

www.toptal.com
BY MAHMUD RIDWAN - TECHNICAL EDITOR @ TOPTAL
A recommendation engine (sometimes referred to as a recommender system) is a tool that lets algorithm developers predict what a user may or may not like among a list of given items. Recommendation engines are a pretty interesting alternative to search fields, as recommendation engines help users discover products or content that they may not come across otherwise. This makes recommendation engines a great part of web sites and services such as Facebook, YouTube, Amazon, and more.
Recommendation engines work ideally in one of two ways. It can rely on the properties of the items that a user likes, which are analyzed to determine what else the user may like; or, it can rely on the likes and dislikes of other users, which the recommendation engine then uses to compute a similarity index between users and recommend items to them accordingly. It is also possible to combine both these methods to build a much more robust recommendation engine. However, like all other information related problems, it is essential to pick an algorithm that is suitable for the problem being addressed.
Building a Recommendation Engine
In this tutorial, we will walk you through the process of building a recommendation engine that is collaborative and memory-based. This recommendation engine will recommend movies to users based on what they like and dislike, and will function like the second example that was mentioned before. For this project, we will be using basic set operations, a little mathematics, and Node.js/CoffeeScript. All source code relevant to this tutorial can be found here.

Sets and Equations

Before implementing a collaborative memory-based recommendation engine, we must first understand the core idea behind such a system. To this engine, each item and each user is nothing but identifiers. Therefore, we will not take any other attribute of a movie (for example, the cast, director, genre, etc.) into consideration while generating recommendations. The similarity between two users is represented using a decimal number between -1.0 and 1.0. We will call this number the similarity index. Finally, the possibility of a user liking a movie will be represented using another decimal number between -1.0 and 1.0. Now that we have modelled the world around this system using simple terms, we can unleash a handful of elegant mathematical equations to define the relationship between these identifiers and numbers.
In our recommendation algorithm, we will maintain a number of sets. Each user will have two sets: a set of movies the user likes, and a set of movies the user dislikes. Each movie will also have two sets associated with it: a set of users who liked the movie, and a set of users who disliked the movie. During the stages where recommendations are generated, a number of sets will be produced - mostly unions or intersections of the other sets. We will also have ordered lists of suggestions and similar users for each user.
To calculate the similarity index, we will use a variation of the Jaccard index formula. Originally known as “coefficient de communauté” (coined by Paul Jaccard), the formula compares two sets and produces a simple decimal statistic between 0 and 1.0:
similarity index
The formula involves the division of the number of common elements in either set by the number of all the elements (counted only once) in both sets. The Jaccard index of two identical sets will always be 1, while the Jaccard index of two sets with no common elements will always yield 0. Now that we know how to compare two sets, let us think of a strategy we can use to compare two users. As discussed earlier, the users, from the system’s point of view, are three things: an identifier, a set of liked movies, and a set of disliked movies. If we were to define our users’ similarity index based only on the set of their liked movies, we could directly use the Jaccard index formula:
jaccard index formula
Here, U1 and U2 are the two users we are comparing, and L1 and L2 are the sets of movies that U1 and U2 have liked, respectively. Now, if you think about it, two users liking the same movies are similar, then two users disliking the same movies should also be similar. This is where we modify the equation a little:
modified equasion
Instead of just considering the common likes in the formula’s numerator, we now add the number of common dislikes as well. In the denominator, we take the number of all the items that either user has liked or disliked. Now that we have considered both likes and dislikes in an independent sort of way, we should also think about the case where two users are polar opposites in their preferences. The similarity index of two users where one likes a movie and the other dislikes it shouldn’t be 0:
similarity index of two users
That’s one long formula! But it’s simple, I promise. It’s similar to our previous formula with a small difference in the numerator. We are now subtracting the number of conflicting likes and dislikes of the two users from the number of their common likes and dislikes. This causes the similarity index formula to have a range of values between -1.0 and 1.0. Two users having identical tastes will have a similarity index of 1.0 while two users having entirely conflicting tastes in movies will have a similarity index of -1.0.
Now that we know how to compare two users based on their taste in movies, we have to explore one more formula before we can start implementing our homebrewed recommendation engine algorithm:
recommendation engine algorithm
Let’s break this equation down a little. What we mean by P(U,M) is the possibility of a user U liking the movieM. ZL and ZD are the sum of the similarity indices of user U with all the users who have liked or disliked the movie M, respectively. |ML|+|MD| represents the total number of users who have liked or disliked the movie M. The result P(U,M) produces a number between -1.0 and 1.0.
That’s about it. In the next section, we can use these formulae to start implementing our collaborative memory-based recommendation engine.

Building the Recommendation Engine

We will build this recommendation engine as a very simple Node.js application. There will also be very little work on the front-end, mostly some HTML pages and forms (we will use Bootstrap to make the pages look neat). On the server side, we will use CoffeeScript. The application will have a few GET and POST routes. Even though we will have the notion of users in the application, we will not have any elaborate registration/login mechanism. For persistency, we will use the Bourne package available via NPM which enables an application to store data in plain JSON files, and perform basic database queries on them. We will use Express.js to ease the process of managing the routes and handlers.
At this point, if you are new to Node.js development, you might want to clone the GitHub repository so that it’s easier to follow this tutorial. As with any other Node.js project, we will begin by creating a package.json fileand installing a set of dependency packages required for this project. If you are using the cloned repository, the package.json file should already be there, from where installing the dependencies will require you to execute “$ npm install”. This will install all the packages listed inside the package.json file.
The Node.js packages we need for this project are:
We will build the recommendation engine by splitting all relevant methods into four separate CoffeeScript classes, each of which will stored under “lib/engine”: Engine, Rater, Similars, and Suggestions. The class Engine will be responsible for providing a simple API for the recommendation engine, and will bind the other three classes together. Rater will be responsible for tracking likes and dislikes (as two separate instances of the Rater class). Similars and Suggestions will be responsible for determining and tracking similar users and recommended items for the users, respectively.

Tracking Likes and Dislikes

Let us first begin with our Raters class. This is a simple one:
class Rater
 constructor: (@engine, @kind) ->
 add: (user, item, done) ->
 remove: (user, item, done) ->
 itemsByUser: (user, done) ->
 usersByItem: (item, done) ->
As indicated earlier in this tutorial, we will have one instance of Rater for likes, and another one for dislikes. To record that a user likes an item, we will pass them to “Rater#add()”. Similarly, to remove the rating, we will pass them to “Rater#remove()”.
Since we are using Bourne as a server-less database solution, we will store these ratings in a file named “./db-#{@kind}.json”, where kind is either “likes” or “dislikes”. We will open the database inside the constructor of the Rater instance:
constructor: (@engine, @kind) ->
 @db = new Bourne "./db-#{@kind}.json"
This will make adding rating records as simple as calling a Bourne database method inside our “Rater#add()” method:
@db.insert user: user, item: item, (err) =>
And it is similar to remove them (“db.delete” instead of “db.insert”). However, before we either add or remove something, we must ensure it doesn’t already exist in the database. Ideally, with a real database, we could have done it as a single operation. With Bourne, we have to do a manual check first; and, once the insertion or deletion is done, we need to make sure we recalculate the similarity indices for this user, and then generate a set of new suggestions. The “Rater#add()” and “Rater#remove()” methods will look something like this:
add: (user, item, done) ->
 @db.find user: user, item: item, (err, res) =>
  if res.length > 0
   return done()

  @db.insert user: user, item: item, (err) =>
   async.series [
    (done) =>
     @engine.similars.update user, done
    (done) =>
     @engine.suggestions.update user, done
   ], done

remove: (user, item, done) ->
 @db.delete user: user, item: item, (err) =>
  async.series [
   (done) =>
    @engine.similars.update user, done
   (done) =>
    @engine.suggestions.update user, done
  ], done
For brevity, we will skip the parts where we check for errors. This might be a reasonable thing to do in an article, but is not an excuse for ignoring errors in real code.
The other two methods, “Rater#itemsByUser()” and “Rater#usersByItem()” of this class will involve doing what their names imply - looking up items rated by a user and users who have rated an item, respectively. For example, when Rater is instantiated with kind = “likes”, “Rater#itemsByUser()” will find all the items the user has rated.

Finding Similar Users

Moving on to our next class: Similars. This class will help us compute and keep track of the similarity indices between the users. As discussed before, calculating the similarity between two users involves analyzing the sets of items they like and dislike. To do that, we will rely on the Rater instances to fetch the sets of relevant items, and then determine the similarity index for certain pairs of users using the similarity index formula.
Finding Similar Users
Just like our previous class, Rater, we will put everything in a Bourne database named “./db-similars.json”, which we will open in the constructor of Rater. The class will have a method “Similars#byUser()”, which will let us look up users similar to a given user through a simple database lookup:
@db.findOne user: user, (err, {others}) =>
However, the most important method of this class is “Similars#update()” which works by taking a user and computing a list of other users who are similar, and storing the list in the database, along with their similarity indices. It starts by finding the user’s likes and dislikes:
async.auto
 userLikes: (done) =>
  @engine.likes.itemsByUser user, done
 userDislikes: (done) =>
  @engine.dislikes.itemsByUser user, done
, (err, {userLikes, userDislikes}) =>
 items = _.flatten([userLikes, userDislikes])
We also find all the users who have rated these items:
async.map items, (item, done) =>
 async.map [
  @engine.likes
  @engine.dislikes
 ], (rater, done) =>
  rater.usersByItem item, done
 , done
, (err, others) =>
Next, for each of these other users, we compute the similarity index and store it all in the database:
async.map others, (other, done) =>
 async.auto
  otherLikes: (done) =>
   @engine.likes.itemsByUser other, done
  otherDislikes: (done) =>
   @engine.dislikes.itemsByUser other, done
 , (err, {otherLikes, otherDislikes}) =>
  done null,
   user: other
   similarity: (_.intersection(userLikes, otherLikes).length+_.intersection(userDislikes, otherDislikes).length-_.intersection(userLikes, otherDislikes).length-_.intersection(userDislikes, otherLikes).length) / _.union(userLikes, otherLikes, userDislikes, otherDislikes).length

, (err, others) =>
 @db.insert
  user: user
  others: others
 , done
Within the snippet above, you will notice that we have an expression identical in nature to our similarity index formula, a variant of the Jaccard index formula.

Generating Recommendations

Our next class, Suggestions, is where all the predictions take place. Like the class Similars, we rely on another Bourne database named “./db-suggestions.json”, opened inside the constructor.
Generating Recommendations and suggestions
The class will have a method “Suggestions#forUser()” to lookup computed suggestions for the given user:
forUser: (user, done) ->
 @db.findOne user: user, (err, {suggestions}={suggestion: []}) ->
  done null, suggestions
The method that will compute these results is “Suggestions#update()”. This method, like “Similars#update()”, will take a user as an argument. The method begins by listing all the users similar to the given user, and all the items the given user has not rated:
@engine.similars.byUser user, (err, others) =>
 async.auto 
  likes: (done) =>
   @engine.likes.itemsByUser user, done
  dislikes: (done) =>
   @engine.dislikes.itemsByUser user, done
  items: (done) =>
   async.map others, (other, done) =>
    async.map [
     @engine.likes
     @engine.dislikes
    ], (rater, done) =>
     rater.itemsByUser other.user, done
    , done
   , done
 , (err, {likes, dislikes, items}) =>
  items = _.difference _.unique(_.flatten items), likes, dislikes
Once we have all the other users and the unrated items listed, we can begin computing a new set of recommendations by removing any previous set of recommendations, iterating over each item, and computing the possibility of the user liking it based on available information:
@db.delete user: user, (err) =>
async.map items, (item, done) =>
  async.auto
   likers: (done) =>
    @engine.likes.usersByItem item, done
   dislikers: (done) =>
    @engine.dislikes.usersByItem item, done
  , (err, {likers, dislikers}) =>
   numerator = 0
   for other in _.without _.flatten([likers, dislikers]), user
    other = _.findWhere(others, user: other)
    if other?
    numerator += other.similarity

    done null,
     item: item
     weight: numerator / _.union(likers, dislikers).length

 , (err, suggestions) =>
Once that is done, we save it back to the database:
@db.insert
 user: user
 suggestions: suggestions
, done

Could Mobile Be Marketers' Magic Bullet?

dmnews.com
The days of FOMO as the reason for integrating mobile into the marketing mix are long gone. Today, it's do or die.
 
It didn't take long for mobile marketing to upend the marketing status quo. This year, barely a decade after there was even a definable mobile marketing discipline, more than 50 cents of every dollar spent on digital marketing will have been invested reaching customers on a mobile device. Roughly half of all email has been opened on mobile devices for years, and well over 1 billion smartphones are sold annually.
The shift is so big that the challenge for marketers isn't a matter of missing out, but of misunderstanding just how pervasive mobile has become. Not just in the digital landscape, but also in the way people conduct their everyday lives. In fact, because mobile has so quickly and thoroughly transformed the way we communicate and transact, it can be tricky to draw a firm line that excludes mobile. “Everything we do from a customer acquisition standpoint touches mobile, whether that's through inbound calls, lead generation, site traffic, or programmatic advertising,” says JT Benton, chief revenue officer at auto and home insurance marketplace Goji.
In fact, success in mobile marketing depends not on throwing ever-increasing resources into a siloed effort to reach every smartphone, tablet, and wearable device possible, but on understanding how all marketing has been permanently altered. Anywhere, anytime communication that reliably reaches the same individual is a powerful ally in building awareness and converting sales through any platform, not just earning taps on a scratch-resistant screen. And the basic premise of marketing remains unchanged, no matter what technology is in play.
The share of marketing spend on mobile is substantially higher than the share of transactions completed on mobile devices, which industry data puts between 27 and 34%. That's due in large part to the increasingly complex customer journey that spans not only multiple channels, but also multiple devices. Data from display advertising vendor Criteo shows that 40% of all e-commerce transactions now occur over multiple digital devices.
So, how can marketers use mobile to help hit their marketing targets? Here are areas that will help dial-up mobile marketing performance.
Avoid the app blind alley
The easiest way to keep your mobile strategy from blossoming into all channels is to avoid over-investing in an app that, statistically, no one will use. The average smartphone user interacts with about 26 apps per month according to Nielsen data. That level has been consistent for years, even as the galaxy of available apps continues to grow.
So, an app that simply repackages a mobile browser experience behind a branded icon is a pointless exercise. “If I bother to download your app, I'm a fan of your brand. I'm raising my hand and saying I like you,” says Maya Mikhailov, CMO of retail commerce developer GPShopper. “These are not your fair-weather fans, and you don't want to just present them with a wrapper to a mobile catalog.”
A worthwhile app must deliver a valuable, useful experience to the best and most engaged customers. In the case of retailers, one place to start is with context-sensitive reskinning that emphasizes the features most relevant to the user's location. “In-store, you can pull features like wayfinding, current events, and the weekly circular to the fore,” Mikhailov says. “At home, you can provide a glossy catalog view.”
One key reason brand-specific apps are losing their luster is the fact that the popular, core apps found on most devices are becoming so much more powerful. Learning to leverage their capabilities and audiences beyond the mobile experience is more important than building the next great app.
Recently, department store Kohl's broadcast a New York Fashion Week show through Periscope, a social video broadcast app that is officially mobile-only. The Periscope experience allowed viewers to tap the screen and start building a shopping cart, moving the customer from awareness to transaction in a single sitting. Michael Becker, cofounder and managing partner of mobile consultancy mCordis, points to this as a modern example of engaging an audience through powerful mobile technology already available on the open market. “The majority of companies don't need an app,” he says.
Consumer electronics insurer Protect Your Bubble reached the same conclusion about its cross-selling needs. Since launching in the U.S. in 2013, mobile has climbed from 38 to 55% of all its site traffic. “We know consumers are on the move and traditional methods of advertising won't deliver the same eyeballs and ROI we would have had 10 to 15 years ago,” says Stephen Ebbett, chief digital officer at Assurant Solutions, the Protect Your Bubble brand parent.
To identify other electronic devices eligible for protection plans, the brand asks current customers browsing the site for permission to run a local network scan, looking for similar devices that may be out of warranty or in need of additional protection. Quotes to protect the discovered devices are then presented to the customer.
By running in a mobile browser, Protect Your Bubble keeps the cross-sell campaign compact and easy to manage. Customers respond, too; the network scan has a response rate between two and three times higher than Assurant's generic loyalty campaigns.
On mobile, experiences and attention spans are shorter than ever, and that thinking needs to be reflected in mobile strategy. Rather than focus on building a monolithic brand app, use mobile-centric social platforms to deliver the right message at the right time and move fans to brand-owned channels. “On social media, at best you are a tenant farmer. You build up your social media audience, you may get some produce, but at the end of the day it's not your farm,” Becker says. “Bring the audience to your messaging channels so you can address them directly with individualized marketing.”
One simple rule for mobile commerce
More capable mobile devices with larger screens have created amazing new possibilities to engage, entertain, and delight customers at every stage of the conversation. There are more ways than ever to develop conversations and destinations, but when purchase intent is clear, stick to business. “When someone visits an e-commerce site on a phone, they're there to shop, not to consume content,” says Daniel Neukomm, CEO of La Jolla Group, parent company of Metal Mulisha, an action sports brand with a focus on freestyle motocross. “With limited real estate on the phone, everything has to be focused on conversion.”
Metal Mulisha is one of La Jolla's most aggressive brands in mobile channels. Despite being about one quarter the size of O'Neill, La Jolla's biggest and best-known brand, Metal Mulisha has a higher consumer engagement rate and larger digital presence.
Like many brands, Metal Mulisha recognized that trying to replicate a desktop browsing and search environment in the mobile commerce site would be a losing effort. Instead, the brand decided to focus on putting suitably large images of a few likely items in front of visitors at the earliest opportunity.
Using a real-time search and recommendation algorithm from Reflektion, Metal Mulisha's mobile site automatically displays a compact visual grid of strong matches as a user types, making it easy to tap through to a matching product without having to finish typing the product name. “We're assuming you don't want to scroll through a bunch of different results on a phone. We want to get you to what you want, and that means being more aggressive about guessing,” Neukomm says.
The switch to visual, real-time search recommendations led to a 36% increase in site search-driven smartphone revenue. More important, the brand applied the real-time matching principles to the desktop experience, as well, where site search revenue has increased 37%.
Know your customers, and dig deeper
Mobile phones, being deeply personal devices that are rarely out of reach, can be surprisingly difficult to tie to a specific identity. “Figuring out who the device belongs to is the Achilles' heel in mobile, because you don't have the universal standard of the cookie like you have on the desktop,” says Chuck Moxley, CMO of mobile advertising platform 4INFO.
Log-in services have a distinct advantage, in that they can build a profile out of the same account being used on multiple classes of device. “If I've logged into the same Facebook account on a tablet, smartphone, and computer, it's almost guaranteed that those devices are in the same household,” says Ian Dailey, senior product marketing manager at Rocket Fuel.
Whether learned from an aggregator or a set of log-ins, once brands establish a mobile user's identity, they must be ready to follow through and create innovative experiences for that customer. If a brand is fortunate enough to be among the few trusted enough by customers that they will open the app on a regular basis—such as during store visits—and provide location and intent data through a check-in, that brand must do more than just track engagement. One approach is to study patterns of exactly how and when customers shop or browse, and what actions they take leading up to departure. These problems were once too complicated and expensive to solve at scale. But through mobile monitoring tools like beacons and check-ins, brands can start to understand the exact sequence of events that led to a departure without purchase, and reconfigure the experience accordingly.
There are other ways to glean important information about mobile device users, even if they don't directly provide a name and there's no brick-and-mortar presence for the product or service. Protect Your Bubble's research shows that consumers are most likely to insure a mobile device within 90 days of purchase. Device purchase information isn't immediately available to marketers, but there are other solutions. In this case, Protect Your Bubble designed a campaign to ferret out new devices, targeted at audiences of several highly popular apps.
Ad networks know if an app has been recently installed. But because the top apps are so prevalent and rarely removed from phones, the most likely reason a top-50 app has been installed is that it is being placed on a new phone. So, the brand uses customized creative to target viewers with the characteristic of having recently installed a hugely popular app, offering to insure the exact model of phone being used.
Learn lessons from email
Mobile push notifications are quickly growing in prominence and importance. Because they deliver immediate, easily accessible, and increasingly actionable information, and require little navigation and no app loading time, a phone's home or lock screen is increasingly the stage for all manner of incoming messages. They have the same immediacy and personalization as the best SMS campaign. “The power of push messaging is the one-to-one customer interaction,” says Michael Rodriguez, a mobile product director with The Weather Company.
Unlike SMS, which is tied to a specific phone number and therefore a specific device, push can be delivered to many or all of a customer's known devices. Push notifications are also not subject to the strict privacy controls SMS is. That creates the temptation to forget the spam email lessons of the early 2000s and abuse the privilege of appearing on such prized personal and digital real estate. Resist that urge, or there will be consequences. “The threshold for unsubscribes on push is low. People will very quickly turn off push capabilities in an app if they don't feel the message is fundamentally useful,” Rodriguez says.
Mobile marketing isn't a new channel to deliver old concepts. It's a set of networked, audiovisual, interactive tools that deliver on the decades-old promise of having data-driven conversations with customers that transcend barriers of time and proximity to be seamless and convenient for all. “With mobile, that science fiction of one-to-one marketing we were promised back in 1996 is now a reality,” Becker says. “We can finally do it.”

How Internet of Things May Transform the Insurance Industry

iamwire.com
(source)
IOT means any object with a capability to transmit data through Wi-Fi, bar codes, Bluetooth, sensors or radio frequency identification. (source)
Life is unimaginable without smartphones. We are connected to each other in a way we were never before. We rely on it not just to be in touch with family and friends but it has become an indispensable object in our professional lives too.  We are continuously evolving as technology-driven population. Digitization is making the world a smaller place by allowing us to connect and exchange information in no time. This inter-connection of digital information is analyzed and consequently a conclusion is provided as feedback which leads us to a means of control. This internet of things is making our day-to-day processes easier and our lives simpler.
What is Internet of things?
The internet of things or IOT is an innovation made that is and will keep on transforming businesses and processes for better usage of resources and for increasing the satisfaction level of services derived. IOT means any object with a capability to transmit data through Wi-Fi, bar codes, Bluetooth, sensors or radio frequency identification. This object can be a medical device, home appliance, wearable device (even clothing), cars, or anything with a unique identity.
For instance, there are home smart devices that are synchronized with each other and can be controlled remotely. The ever-evolving IOT is making it only efficient as the user is able to control devices as per their usage and save resources.
IOT and insurance industry
When it comes to insurance, IOT can provide the data insurers are looking for to gauge the level of risk. The feedback received from such devices can be helpful in controlling processes accordingly and decrease the possibility of loss.
Till now insurers priced their products on the basis of the historical data and some missing facts make it impossible to understand the accurate level of risk. Moreover, it is not possible to determine the current state of the insured. The IOT can change the way insurers carry on with their operations, design their products in the first place and bring change in the method of their pricing in entirety besides settling claims. Policyholders, on the other side, will be able to pay reduced premium and other related costs. In short, the process of providing insurance, servicing the policies and settling the claims will be much more efficient and transparent in terms of processes.
iot
Impact on car insurance sector
There are devices launched for car to record the driving data. These devices are meant to record the acceleration and pattern of brake-usage and many more things that give the idea about your driving style. This kind of device is especially useful for insurance companies providing car insurance. The data received from such device allows the insurer to understand your driving style and assist them to determine the reasonable premium rate.
Apple has already introduced a feature called CarPlay that comes inbuilt in Ferrari, Mercedes-Benz, Honda and Hyundai. BMW has recently added a telematics device and has partnered with Allianz to bring convenience in providing car insurance.
Impact on healthcare and health insurance sector
According to IBM, IOT can prove to be a boon for the insurance sector in India. It can transform the way insurers run the business especially in health insurance sector. People can avail healthcare services in a much easier and an enhanced way. Wearable devices such as fitness bands can help people especially elderly people to track their health details constantly. This information can further help doctors treating the patients requiring immediate medical attention. Insurance companies, at the same time, can reduce their claims by offering incentives to their policyholders to use these kinds of devices. Insurance companies can also improvise their services by sharing health tips with their policyholders through IOT as well as verify the claims raised by policyholders through the data available from the devices.
Similarly, information derived from inter-connected smart devices at home can also be utilized by insurance companies to determine the safety maintained at home. Central system of the devices can inform the insurer that it was at higher risk the previous night as compared to the night before.
In the first place, smart devices used at home can help policyholders to keep an eye on their home while they are away. This would decrease the unfortunate incidences of theft or burglary and save people from losing their precious assets as well. Eventually, it would also bring down the claims raised by households.
Future scope of IOT in insurance industry in India
Data retrieved from various devices will need a well-built structure for storage. Moreover, data sent by device sensors may be received in a haphazard way. It can be either text or videos. So, it would not be just receiving the data but processing and organizing it and then analyzing it would also demand a strong infrastructure from insurers. High possibilities are there that only big players with resources would be able to leverage IOT.
Another more important concern is privacy. The web of connected devices is of course making things transparent but at the same time, it is also leading people to compromise on keeping their data private. The insurers would have to sacrifice on privacy to use the technology or they will have to expend additional amount to enable the system which would prevent browsers to track their private data

What effect could wearables have on email marketing?

memeburn.com
Wearable Devices
While marketing departments are still heavily engrossed in formulating strategies for conquering mobile users, another hyped-up and disruptive technology is here to make their tasks even more challenging. Yes, we are talking about wearable devices.
We have already seen the emergence of wearable technology, the likes of which include Google Glass, Apple Watch and Samsung’s Galaxy Gear. Wearables are indeed the next big thing in the tech world. However, they have also put marketers neck-deep in creating strategies for these devices.
While there’s been plenty of speculation about how wearable tech can affect existing marketing strategies, things are definitely going to be more challenging for email marketers.
Anxiety of an email marketer
The way technology is evolving, especially those related to wearables and online communication it is more than likely that very soon we will be receiving emails in radically different ways. Google, for example, has already taken steps in that direction. The tech-giant is redesigning its signature product, Gmail to make it wearable-ready.
But that’s still a little way off. At present, wearables seem to be bad news for email marketers. The technology does not allow you to send emails and track device-wearing ROI or user engagement metrics.
According to the wearable UX guidelines provided by Google/Android, we are less likely to see anything beyond the ability to browse the inbox, or postpone, flag and delete emails on wearable devices, based on the email’s subject line and/or preheader text for now.
This indicates a change in user behavior. The wearers are likely is to engage with your email campaigns in the following ways:
  1. They would scan and prioritize emails
  2. Read only the prioritized emails on their smartphone for further interaction
  3. Use a desktop/laptop computer to make further interaction or for purchasing
This is not necessarily a bad from a marketing standpoint. In fact, this means new opportunities for marketers to create relevant marketing messages based on the wearer’s location, physical health and proximity to others.
Starbucks is already leveraging the technology with its wearable Android app, “Wearbucks”. Designed for smart watches, this app not only allows the wearer to pay for Starbucks, but also sends targeted marketing messages if there is a Starbucks store nearby, reminding you to have a coffee-break or to redeem your reward-points. This is indeed a smart way to integrate email marketing campaigns into your wearable marketing strategy.
Marketers therefore need to optimize their email campaigns for wearable devices before the technology takes a stronghold on the industry. Here’s how wearable technology will affect email marketing and what you should do to deal with it.
Influence people to interact with “wearable emails”
Let’s take the example of Starbucks’ wearable app. Imagine you are about to cross a Starbuck store when you suddenly get an email notification right on your smartwatch reminding you to redeem your points at the store or prompting you to visit the coffee shop to enjoy their new “Frappuccino”.
Such triggered emails, based on context, are a great weapon in the battle against the challenges posed by wearable technology. But in order to influence this behavioral change you need to focus on your subject line. What you need here is interesting and effective subject lines for your email marketing messages in order to induce the interest of your target audience(s).
While an effective subject line is essential for any email marketing campaign, it is even more crucial when your message is being read on a wearable device. Due to the smaller screen size of these devices, the first thing users will see is the subject line. It is therefore your best chance to get their attention as well as convince them to read your email.
Treat it as a convergence between various vital channels such as SMS, email and social. We are in fact facing the time when short messages will be near-indistinguishable and users will have the ability to receive and respond to these messages directly from their wearable devices.
Focus on wearable email design
Even if you haven’t heard this term before, “wearable email design” is a possibility in the near future. At present, there are no wearable email clients, but people are stressing on this concept and its potentials. How email interaction on wearable devices will be affected by the style of an email remains unclear as of now, but rumor has it that plain text emails will resurrect. The focus is basically on minimalist approaches and clear, readable text.
The concept of simple, clear and engaging emails is nothing new. In fact, these are an integral part of any successful email campaign. Almost all leading email marketers and solution providers have been using them to create successful email designs that convert. But what is new is the other aspects of the wearable email designs.
According to Android’s developer documents, the trend would be to provide short bursts of information as well as control through voice actions.
We are therefore likely to see wearable emails with:
  • Effective subject lines and preheader text, optimized for the small screens of wearable devices. In addition, they should offer extreme brevity to compel people to take desired actions
  • Email interactions connecting with wearable applications such as providing directions to a nearby store via email content
  • Users engaging with emails via voice control, something like Starbucks’ wearable app where you need to proclaim “Ok Google, start paying for Starbucks.”
  • Using simple plain-text emails that are readable on wearable devices.
Conclusion
As a marketer, you should never take wearable emails for responsive emails. There are stark differences. The responsive emails at least had a precedent, the Web. Besides, there were software to test responsive emails. But with wearable email marketing, it’s a virgin land yet to be explored. We can therefore only anticipate new patterns and trends and define them as well, as we proceed.
This makes one thing clear that the future of marketing and technology is very much unpredictable. But again, the influence of the “latest and greatest” devices will continue to be huge on the marketing industry. They will continue to pose challenges and as marketers, we will keep on formulating a viable solution for them. In conclusion, it is an exciting period for technology

Friday, 2 October 2015

The New Wave of Entrepreneurship

WWW.TOPTAL.COM
BY MATT SWANSON - MANAGING PARTNER @ SILICON VALLEY SOFTWARE GROUP
There is a multi-trillion dollar economy opening up to technology faster than ever. It has been driven by trends that have changed the nature of how entrepreneurs will be characterized going forward; specifically, industry executives will be the next wave of in-demand startup CEOs.
new wave of entrepreneurship
In April of 2007, Apple changed everything with the launch of the iPhone. It is hard to imagine that it has only been 8 years since the release of the first truly pervasive smartphone, but there is no denying its impact has been world-changing. Beyond the creation of a new dimension of industry-driven, by location-based, services (and with it, a myriad of billion dollar companies), an equally significant phenomenon emerged. By creating technology that was intuitive to the consumer masses, every person around the world started to embrace technology as more than just a work tool. Lawyers, doctors, car mechanics and people from every sector of the economy not only had a tool for productivity, but a piece of technology in their pocket they embraced as an intimate part of their lives.
Furthermore, these new consumers could now point to a standard for usable technology. Cumbersome, enterprise legal software that won’t allow a lawyer to search cases from outside the office is no longer acceptable. For those outside of the Silicon Valley silo, conversations can be heard from construction workers sitting on a lunch break saying “Wouldn’t it be nice if there was an app to …”. Unfortunately, these conversations are often too far away from Silicon Valley’s ears, which are still dominated by the talk of what will be the next WhatsApp or Instagram. Even so, a new breed of entrepreneur is emerging who see firsthand the challenges in their industry, and with that the opportunity to make a world-changing impact, and these entrepreneurs do not fit the founder archetype that many Silicon Valley investors look for.
new breed of entrepreneur
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Previous decades saw similar shifts in entrepreneur characterizations. The late 90s were about Harvard MBAs applying traditional management techniques to leverage brand new Internet technologies. The “aughts” brought on the “22 year-old Stanford Computer Science” graduate applying technology to a low hanging industry. Now, in this decade, we are seeing a new wave of entrepreneurship driven by industry executives with deep product backgrounds leveraging technology to disrupt a traditionally non-tech industry.
For the past 2 years I’ve had the opportunity to see this shift firsthand as the managing partner of Silicon Valley Software Group (SVSG), a firm of CTOs focused on helping companies with their technology strategy. SVSG has seen entrepreneurs ranging from movie producers, lead singers of platinum album rock bands, travel executives, and hedge fund managers all trying to figure out how to leverage their domain expertise through technology. After a number of similar engagements, a few observations have emerged:
  • In each venture, a product-focused entrepreneur saw the adoption of technology among their peers in a particular industry and, with that, the opportunity to create a product focused on that industry.
  • None of these entrepreneurs had notable tech experience.
  • Hardly ANY of these high profile individuals had relevant connections with the Silicon Valley community.
This last observation is of particular importance!
As tunnel-visioned as Silicon Valley might be, there is a reason that it has produced so many world-changing companies.
The combination of growth capital, multidisciplinary talent, and mentors sharing best practices around how to create hyper-growth businesses are often taken for granted by those who are part of the ecosystem. However, the disconnect between Silicon Valley natives and outsiders is shocking. Many of the companies SVSG has come across have no ability to raise strategic capital at first because their businesses are too risky when considering common pitfalls they are more likely to fall into compared with their Valley peers. Concepts as commonplace as the lean startup methodology are welcomed as sage insight to these new entrepreneurs.
What is missing for these new founders is a bridge into Silicon Valley. To date, this has been stymied by a narrow mindset from the Silicon Valley community. However, the forces of capitalism will eventually prevail and these new entrepreneurs will find their own community to center around. Keen investors will lead the herd and take advantage of existing markets ripe for change. Incubators and accelerators will emerge with afocus on entrepreneurs with deep industry experience. We are in a tech boom right now and there are countless ways to apply technology to industries that haven’t changed in decades. For those sitting in the corner office, the time has come to venture out, there are markets to disrupt.

A Glimpse of Latest Mobile App Development Trends

infoq.com
Whether it is about shopping, ordering your favourite food, saving money, hiring a cab or any other routine activity online, which devicedo you pick up at an instant to carry all such activities? Your Smartphone, right! Well, it is same with every one of us. Our cellular device has emerged as a real friend in need and is playing a crucial role in simplifying our daily tasks, changing your outlook towards information. It is not at all wrong to say that technology of mobile is growing at the speed of light and the apps have become an integral part of the digital ecosystem. In fact, these apps are progressing to make ubiquitous presence. However, staying up-to-date with the latest trends of mobile app development has become order rather than merely an option.

Let’s have a look on the top 15 development trends of the mobile app market:
1.            Faster Mobile Development:
Companies are going through a tough phase in pacing up with the increasing demand for mobile apps. With these progressive demands, businesses are competing to launch their products and services faster than anyone else. The main objective for mobile app developers would be to reduce the duration of the development lifecycles and cutting down the time gap that lies between ideation and launch. You can expect to view advanced rapid app development tools as well as frameworks in the market. In fact, many companies are looking forward to introducing solutions that can cater to the consumer’s requirement of launching their app faster than anyone else like Multicore JIT, Gesture Search, and SwipePad etc. Such solutions for mobile development were originated with the very idea of delivering consistent value to the customers at every step while developing their app utilising the key components including rapid launches and quick reach to the market.
2.            Driven With Cloud Technology:
Booming cloud technology is expected to play a vital role in the app development revolution. There has been anupward shift in the usage of mobile devices. This tends to make app developers more focused towards the ability of integrating and synchronising apps developed formultiple devices. The cloud approach will help developers to build functionalitythat can easily be used on different mobile devices with similar data and features.
Besides that, there are multiple companies working on cloud-based app development platforms. Developers are providedwith complete tool chains for building an app, continuous integration, testing and submitting their apps to the app stores.This leads to a faster development process without having in-depth technical knowledge for those important activities.
3.            Security In Apps:
There have been several reports pointing to concerns of users with regard to hackingand as per the prediction of Gartner, 75% of mobile applications wouldnot be able to passeven basic security tests. Hackers will tend to continue with the trend of exploiting known security gaps in mobile applications for obtaining sensitive and confidential information. Security will still remain a big challenge in mobile applications. It has become a dire need today that developers take security issues like insecure data storage, unintended leakage of data, broken cryptography etc seriously.                                
4.            Location Based and Beacon Internet (Wi-Fi) Services:
Beacon (Beam) technology has blurred the bottom line differences between online and offline - be it retail sector or advertising. This technology has already been adopted in iOS and is expected to follow in Android systems in the near future. Almost every industry including Retail, Hospitality,Tourism, Education, Healthcare, Entertainment, Travel, Corporate, Real Estate, Automotive, Advertising etc.is receiving benefits from such internet services. An instance could help understand this trend better is Beacons used in large buildings. It is quite common to see beacons implemented in large buildings to provide internal mapping. When an emergency occurs, the first responders can quickly access where the issue occurred. You can get a list of last known locations tracked through beacons or temperature sensors help to determine dangerous zones as long as they are active in case of emergencies like fire.
5.            Wearable Tech:
Credit goes to the Apple Watch - wearable technology became the hottest topic in the industry of consumer electronics. Most of the wearable devices developed so far were focusing on health and fitness. But, with the opening of 2015 these wearables are also expected to be utilised in enterprises in order to improve their efficiency and productivity. For instance, there is a boom among fashion and textile industry about adopting wearable technology. The encouragement to the development of cross-device applications that can be operated over a cellular device as well as wearable device or any third party device is sure to open up an unlimited scope for new apps, breaking the limitations of traditional health and fitness apps.
6.            Mobile Banking, Payments and M-Commerce:
Recent surveys have shown 19% of commercial sales are coming from either aSmartphone or tablet. Analysts say this trend will positively continue as more and more consumers are adapting m-commerce solutions. Transferring money or purchasing goods using a mobile phone is becoming as common as using credit or debit cards. This implies that developers can develop the mobile apps that can process transactions without needing cash or any physical cards.
7.            Internet of Things:
Just like cloud technology, Internet of things is also gaining immense popularity. Though it just started gaining serious attention, this hype is expected to grow huge with new innovations and implementations that can open a ubiquitous world of connectivity and sources of information. Some key IoT trends that will be on lookout are new devices, development of new standards formulti-sensor support and M2M automation, vertical IoT services and a lot of topics related to security and privacy concerns. These trends clearly indicate a boom around Internet of Things, which will lead to an increased adoption of related products and a growth of the required ecosystem. Some organisations are still underestimating the impact of IoT on their market and business processes and it is highly recommended that they should measure this impact on their business goals.
Since IoT will be everywhere – just like are smart devices – developers are encouraged to create flexible mobile experience embracing those new opportunities provided by the sensors and actors around.

8.            Prioritising User Experience ThroughApp Analytics and Big Data:
User experience will usher technology in the future. As the use of tablets, smartphones and wearable devices is increasing day by day, app user experience is getting more critical than ever. It seems to be even more challenging when in-app advertisements and purchases need to be kept in mind. Here, data analytics will play a vital role by helping app developers to bring improvements to the user experience.
So, it would just not be sensible to separate the successful mobile application development from analytics or big data. Modern businesses demand for instant insight into real time data that shows their customer’s behaviour and decision-making process. In fact, the relationship between big data and app analytics results in efficient business processes on the one hand and improvements in user experience on the other hand.
9.            Improved Enterprise Apps:
As per the predictions made by IDC, 35% of big enterprises will utilise mobile application development platforms for building and deploying mobile apps. This indicates an upsurge in enterprise app stores that comprises internal app ratings, allowing companies to get rid of apps that are not in use and save huge amount of costs. Many enterprise app stores integrate with public stores that result into wider approach. Therefore, app developers will get a tremendous opportunity to work on applications for the growing mobile enterprise market.
10.          Marketing, Advertising and Purchasing within Apps:
According to a new study publicised by Juniper Research, expenditure on in-app advertisements in all the mobile devices will get manyfold. Mobile advertisements are no longer limited to banners -a variety of ad formats such as image, text, or video ads are being integrated and experimented with right now. Both mobile app advertisements and purchases will become a focal point for monetisation and a ladder towards success as many app developers are making a shift away from paid download models.
The marketing techniques of mobile apps are also evolving constantly. In previous years, app marketers were extensively focused on grabbing maximum user attention (app downloads) instead of user engagement. Now, developers and marketers have started to realize the significance of an enhanced experience for organic users. Organic user is considered more engaged and loyal than users gathered via multiple paid channels. As stated before, a great user experience can be created by constantly analysing user behaviour and improving the app accordingly. With the availability of location based Wi-Fi services and beacon technology, there is even a whole new dimension of advertising the lets marketers initiate promotions based on the precise location and context of a user.
11.          HTML 5:
HTML 5 and related development tools will gain huge popularity. As this technology will enhance, more and more enterprises will adopt “hybrid” as their primary technology for mobile apps. Unlike development of native apps, mobile applications built using hybrid frameworks like Ionic, Mobile Angular UI, Intel XDK or Senscha Touch can support multiple platforms and reaching a larger user base will get considerably cheaper. For that reason, developers should keep an eye on hybrid technologies and maybe even think about their focus on native app development.
12.          Mobile Gaming:

In recent years, there has been a gradual movement observed in mobile games towards multi-player-gaming. With the rise of such games, integration of social media within games will become more significant than before. Furthermore, mobile games will increasingly be driven by cloud technology to sync between different devices playing the same game or to sync between different users taking part in the same game.