Question

The emerging research analytics are: big data analytics, text analytics, web analytics, network analytics and mobile analytics. Focus on Mobile Analytics and discuss.

Mobile Analytics

As an effective channel for reaching many users and as a means of increasing the productivity and efficiency of an organization’s workforce, mobile computing is viewed by respondents of the recent IBM technology trends survey (IBM 2011) as the second most “in demand” area for software development. Mobile BI was also considered by the Gartner BI Hype Cycle analysis as one of the new technologies that have the potential to drastically disrupt the BI market (Bitterer 2011). According to eMarketer, the market for mobile ads is expected to explode, soaring from an estimated $2.6 billion in 2012 to $10.8 billion in 2016 (Snider 2012). Mobile computing offers a means for IT professional growth as more and more organizations build applications. With its large and growing global install base, Android has been ranked as the top mobile platform since 2010. This open source platform, based on Java and XML, offers a much shorter learning curve and this contributes to its popularity with IT professionals: 70 percent of the IBM survey respondents planned to use Android as their mobile development platform, while 49 percent planned to use iOS and 35 percent planned to use Windows 7. The ability to collect fine-grained, location-specific, context-aware, highly personalized content through these smart devices has opened new possibilities for advanced and innovative BI&A opportunities. In addition to the hardware and content advantages, the unique apps ecosystem developed through the volunteer community of mobile app developers offers a new avenue for BI&A research. The Apple App Store alone offers more than 500,000 apps in almost any conceivable category as of August 2012; the number of Android apps also reached 500,000 in August 2012. Many different revenue models have begun to emerge for mobile apps, from paid or free but ad-supported apps to mobile gamification, which incentivizes participants (e.g., users or employees) by giving rewards for contributions (Snider 2012). For mobile BI, companies are considering enterprise apps, industry-specific apps, e-commerce apps, and social apps (in ranked order) according to the IBM survey. The lightweight programming models of the current web services (e.g., HTML, XML, CSS, Ajax, Flash, J2E) and the maturing mobile development platforms such as Android and iOS have contributed to the rapid development of mobile web services (e.g., HTML5, Mobile Ajax, Mobile Flash, J2ME) in various mobile pervasive applications, from disaster management to healthcare support. New mobile analytics research is emerging in different areas (e.g., mobile sensing apps that are location-aware and activity-sensitive; mobile social innovation for m-health and m-learning; mobile social networking and crowd-sourcing; mobile visualization/HCI; and personalization and behavioral modeling for mobile apps). In addition, social, behavioral, and economic models for gamification, mobile advertising, and social marketing are under way and may contribute to the development of future BI&A 3.0 systems.

Answer 1

Indeed, mobile computing immensely helps in the improvement and enhancement of the productivity, efficiency and productivity of the employees as well as organizations and it is being predicted by the industry experts that this technology is going to change the business forever. The reason behind this assertion is that almost every person on the planet are using mobile phones because of which mobile ads are becoming new trend/tools to woo the potential customers by the companies. Currently mobile ad is a multibillion industry. These mobile phones whether it is android, ios and/or windows supported give the marketer contextualized, location specific and very delicate data of the user’s behaviour which help them to offer ads/content accordingly to these consumers. There are plenty of mobile apps which varied from disaster management to health care support to ecommerce and what not for every kind of mobile phones which have been growing tremendously help the IT professionals and other organizations in their endeavours. More sophisticated technologies like mobile sensing apps that are location-aware and activity-sensitive; mobile social innovation for m-health and m-learning; mobile social networking and crowd-sourcing; mobile visualization/HCI; and personalization and behavioural modelling for mobile apps are also being developed by the IT professionals which can further delicately cater the need of the industry to offer customized ad, product and services to the potential leads/customers.

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