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Controlling Android Builds From Command Line

Here at Splick-it, we build apps.  Lots of apps.  When you look at the time it takes to take an app from a code base and a set of assets to a built and tested product ready for release, you can’t help but think that there must be a better way, a more automated solution perhaps.  That problem is exactly the one that I have been trying to tackle and I am here to share a few bits of knowledge that I have picked up along the way.  This week’s post discusses the automation of creating build files and actually building Android apps.  The goal of the first step was to take this process which I currently manage with IntelliJ and run it via command line processes.

We structure our Android applications with a core code base and create different builds of that base according to brand resources.  The first step is to identify your library project and set it up as so.  In the project.properties file of the core project, you will see the following line:

android.library=true

Make sure this flag is set to true to indicate that this is a library project.  As a side note, the Android build process combines these external libraries with the project source after the two have been compiled, turning them into Dalvik byte code (more info on the build process here: http://developer.android.com/tools/building/index.html).

The second step is to create a build file for your project.  Run the following command from the root of your main project (NOT the library project):

android update project -p ./ (path to your project, use this if compiling inside project) -t insertTargetSDKHere -l /path/to/your/library

The -p flag is crucial and points to the project, the -t flag sets the target SDK and the -l flag points to your dependency (the library project).  Similarly, we will create a build file for the library using:

android update lib-project -t insertTargetSDKHere

Next we build the project with ant (by running: ant debug) and it should build correctly.  This is where the problems started for me.  Our library contains all the business logic, with the main projects containing assets and configurations.  When building with ant, I kept receiving the error that there was no /src.  The solution was very simple:  include an empty /src folder in the root of the main project.

After that, update again with:

android update project -t 2 -p ./ -l path/to/library

And rebuild:

ant debug

Finally, start the emulator and install from the /bin with:

adb install .apk

I hope this helps anyone trying to incorporate custom libraries into their code.  Some resources I found exceptionally helpful were the Android developer site, specifically the command line resources (http://developer.android.com/tools/projects/projects-cmdline.html) and the project type explanations page (http://developer.android.com/tools/projects/index.html).

 

Image courtesy of Stuart Miles/FreeDigitalPhotos.net

Wally B. Doolin Joins Board of Directors

Boulder, Colo.—Dec. 3rd, 2012—Splick-it, Inc. today announced Wallace “Wally” B. Doolin, former president and CEO of Carlson Restaurants Worldwide and TGI Frid

ay’s and former president of Applebee’s, has accepted an invitation to join its board of directors.

Wally Doolin

Splick-it is an online and mobile ordering platform that allows customers to easily order and pay either via web browser or on any Android or iOS smartphone. In addition to ordering, Splick-it provides restaurants with an array of customer relationship management (CRM) tools to both build and maintain relationships.

“Wally brings a vast level of restaurant industry knowledge and expertise to our board of directors” said Rob Taylor, chairman of the board of Splick-it, Inc. “His global insights and operational experience will be extremely valuable as we continue our pursuit of providing the best mobile ordering and marketing platform for restaurants, combined with the best consumer experience bar none.”

A restaurant operator at heart, Doolin’s extensive retail experience spans multi-unit restaurant positions from manager to the chairman of the board. In addition to Splick-it, he currently serves on the board for Caribou Coffee, Famous Dave’s and Share Our Strength. As chairman of Thomas Doolin and Associates, the parent company of Black Box Intelligence and People Report, Doolin has leveraged his vast experience to become a business intelligence and technology expert.

“Just as we saw Black Friday exceed $1 billion in online sales for the first time this year, more and more customers expect the convenience of online and mobile interaction with businesses of all kinds,” said Doolin. “I believe Splick-it has developed an outstanding suite of tools for the restaurant industry and I look forward to joining their board.”

About Splick-it

Splick-it enriches the relationship between people and restaurant brands by providing a turnkey mobile and online ordering platform with an integrated suite of CRM tools. For anyone with an appetite, Splick-it apps for iPhone, Android and web make it easy to get fed fast.

Is the daily deal dead or just growing up?

Daily deal providers like Groupon and LivingSocial have been all over the news lately, for all the wrong reasons. Some analy

sts have forecast the death of the online daily deal. On the contrary, this news is more likely a symptom of the evolution of group buying as a business model. For example, coupling a daily deal program with services like online ordering and loyalty programs actually creates a more valuable one-two punch. Daily deals can help introduce new customers to the business, while the convenience of online ordering and the benefits of a loyalty program keep those customers coming back.

Mobile couponing is only beginning to blossom

Businesses probably can’t rely on one-time coupons to be the driving force of the consumer experience. Coupons work well as part of a larger suite of benefits, and they can be particularly useful in the mobile marketplace.

Data from a number of recent surveys backs this up. Sixty-seven percent of respondents to one survey said they would be willing to share personal information with relevant brands to improve service. Forty percent of smartphone users said they redeem mobile coupons. Fifty percent told another survey they share coupons and other mobile ads at least once a month. Twenty percent obtained their mobile coupons through a retailer application. One researcher expects mobile coupon users to increase 30 percent to over 500 million in 2013. Some expect the mobile coupon redemption rate to exceed $43 billion by 2016. What is obvious is that mobile and smartphone users are keen on coupons.

There are a number of advantages to offering mobile deals. Mobile access allows a business to reach consumers at many points during retail lifecycle, not just when they happen to spot a printed circular or spy a poster on a storefront. It is much more difficult to redeem fraudulent electronic coupons compared to their paper counterparts. Brands can reward users for sharing offers and endorsements across their social networks. With access to highly specific mobile consumer data, a business can make an offer all the more potent by aiming it at a very particular set of customers.

The best news for small to medium sized businesses is that today’s mobile marketplace is more accessible now than ever. Top-quality mobile apps used to be too expensive for all but the biggest corporate monoliths to develop. Today the cost is reasonable for a smaller business to partner with a developer and sell their product in the mobile space. Now a small business can include all the trappings of the latest applications like loyalty programs, flair, user data accumulation and, yes, coupons.

Groupon, LivingSocial and other daily deal providers nailed it when they identified a large customer base of avid mobile and online coupon users. Their mistake was probably expecting daily deals to succeed as a stand-alone business model. As exciting as they are to some consumers, coupons don’t offer much in the way of sustaining customers. Aggregating coupons and other incentives with useful services like food ordering, travel management or store locators is icing on the cake of an already practical application. While the future of Groupon and other daily dealers is murky, there is little doubt that they have laid the groundwork for a lucrative mobile and online coupon market that will endure for some time.

 

Image courtesy of suphakit73/FreeDigitalPhotos.net

Q&A with Technomic’s Erik Thoresen

Staying ahead of the curve on communication technology requires close monitoring of the ever-shifting landscape. Firms like Technomic provide invaluable foodservice research that can reveal oncoming trends.

Technomic’s Erik Thoresen conducts proprietary studies for clients and tracks emerging technology in the restaurant and consumer sectors. Splick-it asked Thoresen to elaborate on some recent findings.

Splick-it: Based on what you see at Technomic, is mobile commerce increasing at a faster rate now than in recent years?

Erik Thoresen: Given rising penetration of smartphones, mobile technology represents a more lucrative opportunity to engage with consumers than in the past. However, as it grows, the playing field becomes increasingly crowded and the ability for commerce platforms to cut through the noise is a growing challenge.

S: In broader terms, what do you think your latest data revealed about mobile customers and restaurants?

ET: There is clearly a shift in the way that consumers think about mobile technology and the role it plays when they are dining out and ordering in.

S: What makes dining and ordering food so conducive to mobile technology?

ET: Internet-enabled mobile technology adds a new layer of convenience to ordering food. In this way, it enhances the consumer experience by saving them time. Also, the range of apps that are available to consumers via their mobile device increases their options and gives them more power to find exactly what they are looking for.

S: What can restaurants do to best respond to the data in your study?

ET: Restaurants can apply these insights by looking for areas in which mobile technology can increase patron engagement, drive traffic and provide exposure to new customers.

S: What are the biggest challenges for mobile restaurant ordering?

ET: Mobile is a fast-moving, fast-changing space. The biggest challenge of restaurants is understanding how prioritize their investments of time and money in mobile platforms.

S: Do you think someday mobile devices like smartphones will replace cards and cash as the preferred method of spending? If so can you estimate when?

ET: Innovation around mobile payment platforms is already strong. However, we can expect the introduction of emerging mobile payment technologies to begin boosting adoption over the next decade. However, the timeline for adoption is a big unknown. While younger consumers and early adopters will likely pick up on new payment platforms faster over the next few years, we should expect the majority of consumers to continue to be very cautious new mobile payment platforms in their “early days.”

Change for Change: Round up your Splick-it purchases to help fight hunger

Our society often celebrates wealth and opulence, yet economic inequality is increasing now more than ever. For example, nearly one in six Americans does not get enough to eat. There are a myriad of challenges for our communities to address, bu

t feeding the hungry is one area where we can make an immediate impact. That is why Splick-it is asking you to take part in the Change for Change movement. Splick-it is ready to take action and we are looking for partners in our effort to raise money against hunger.

Giving can be as easy as the push of a button

A report by the USDA indicated that 2011 saw a staggering 50.1 million Americans living in “food insecure” households. This correlates with census data that indicates 46.1 million Americans lived in poverty in 2011. More than 16 million of those people were under the age of 18. Despite signs of a strengthening economy, this problem is still as prevalent as ever today.

What if restaurant goers could find it in their hearts to help feed others when they feed themselves? If just one day’s worth of restaurant goers donated 35 cents, they could collectively feed nearly 13 million people, or more than one-quarter of the total number of food insecure households, for an entire year. Earlier this year, Splick-it introduced a donation feature that allows users of Splick-it powered apps to round up their purchases to the nearest dollar and donate the difference to charity. What seem like small contributions on an individual level will add up quickly and help dispel the spectre of hunger in our extended community.

What makes the fight against hunger somewhat unique is that unlike some philanthropic causes, it has tangible, measurable targets. For example, in the week leading up to Christmas in 2011, holiday shoppers spent over $44 billion. That is just about what it would cost to feed all of America’s hungry children for an entire year.

According to Feeding America, the average cost of a meal is only $2.52. At that rate it would cost just over $2,750 to feed a person three meals a day for a year. Add it up and it would be around $137.5 billion per year to feed every hungry person in America, or about .9 percent of the annual GDP.

That is an intimidating figure, so how can we gather all those resources? This effort can have a huge and immediate impact, but it all starts with a foundation of individual contributions.

The National Restaurant Association says American diners spend $1.7 billion each day eating out. The average household spends $2,500 per year on food away from home. The country’s eateries see about 100 million customer visits every day. With the donation feature, we hope to tap into the charitable instincts of our users and put a dent in American hunger. That is where the Change for Change movement comes in. This is a call to arms, we are looking for allies in the fight against hunger, please join us in our effort.

Image courtesy of Stuart Miles/FreeDigitalPhotos.net

The revolution will be televised, on a three-inch touch screen

Remember way back in the 1990s when it was suddenly vital for every business to have its own web page?  Brace yourself because another seismic shift is taking place in the way people consume information.

“Mobile web browsing is the cats pajamas!”

The mobile revolution is upon us.  The transition from personal computing to mobile computing is happening now, and it might be happening faster than many anticipated.  Today the survival of any business, from tech manufacturers right down to restaurants, depends on connecting with mobile customers.

Apple is riding high on a wave of revenue from the iPhone 5.  If T-Mobile does indeed begin offering iPhone coverage next year, it could lead to sales of millions more.  Samsung smartphone sales actually outpaced iPhone sales during the third quarter this year.  According to projections, Apple will sell more than 50 million iPhones this holiday season.  The same analysts scaled back expectations for PC sales by half for that period.  Basically people are brushing aside their clunky old desktop computers for the convenience and versatility of smartphones and tablets.

These days Wi-Fi access and lightning-quick data networks like 4G are readily available to smartphone users almost anywhere they venture.  Why sit at home chained to a wall outlet when the same functionality is available everywhere from coffee shops to public parks?

The quickening rise of mobile technology is further evident in how manufacturers are scrambling to keep up with their customers.  Facebook is rushing out spruced-up mobile applications in the wake of unexpectedly tepid public stock performance.  Microsoft is betting that the new Windows 8 platform will be mobile friendly enough to translate to tablet and smartphone computing.

This was once the latest in cutting-edge communications tech.

With so much tumult, what is a restaurant owner to do?  When the phenomenon of television caught fire in the 1950s, savvy business people didn’t hide away in labs studying the science and inner workings of a cathode ray tube.  They immediately began perfecting the sweet science of reaching consumers through their televisions.

Much of traditional advertising in print media, television and the internet has always centered around estimating, counting and maximizing the number of viewers.  How the viewer reacted was a secondary concern at best.

This “pay-per-view” model of ad sales doesn’t work as well on smartphones.  Mobile devices tend to have smaller screens and users that are less tolerant of unwanted ads clogging their experience.

The income crunch that accompanied the transition from print to Internet media viewing is about to double down as more people look for news, weather, sports scores, social networking and shopping on smartphones.

Don’t fret, if you get a little creative, the mobile media platform does offer some unique ways to generate revenue and engage customers.

Mobile devices offer a means of two-way communication.  An advertiser could reach potential customers via short message service (SMS) like an email or text message, or via a multimedia message (MMS) that contains amped up content like a video.  Targeted promotions, special offers and rewards can turn occasional customers into loyal regulars.

Get a grip on the mobile marketplace

Another unique feature is geolocation.  Most smartphones have global positioning systems (GPS) that can pinpoint the location of a phone (and presumably its user) at any time.  What if you could send a unique offer to a customer because you knew she was heading toward your restaurant?

It is also possible to gather valuable consumer data from smartphone users.  In addition to travel habits, the phone can provide data on a user’s spending, communication and activities.  This sort of 24/7 access grants mobile data a predictive power that surveys and questionnaires could never offer.  For example it might be possible to examine the way a customer’s social group reacted to a particular promotion before offering it to that customer.

The key is to get your foot in the customer’s mobile door.  An app like Splick-it is the perfect introduction.  Splick-it immediately puts a restaurant owner in position to dominate the mobile market.  The way things are going, mobile commerce is quickly transitioning from a luxury to a necessity, don’t miss the boat.

Images courtesy of adamr, tungphoto and idea go/FreeDigitalPhotos.net

Students love quick and simple – so make mobile ordering easy

The life of a typical college kid has always been fast-paced.  But students today are moving at warp speed.

It can be a nightmare to budget time between vital activities like social engagements, homework, scanning Reddit, attending classes, doing laundry, playing video games, and often multiple jobs and/or internships.  Most students also find it necessary to eat and sleep once and a while.

Busy bees, these college kids today

Every minute of free time counts, so how do you entice these students to try your restaurant instead of staying in the dorm or running through a drive-thru?  You have to reach students through the most ubiquitous devices on any college campus:  their mobile phones.

There are more than 90 million smartphones in the US alone, and nine out of ten smartphone owners use them on a daily basis.  Americans spend about $40 billion a month on restaurants.  Delivery giants like Domino’s and Papa John’s report that online orders account for as much as 30 percent of their business now.

image courtesy of zirconicusso/www.freedigitalphotos.net

Mmm… revenue pie

Do the math, there is a big slice of that revenue pie out there for anyone that can snag a share of the mobile ordering marketplace. Reaching out to students through the convenience of online and mobile ordering can benefit nearly any outlet. These kids are navigating their lives via their mobile phones, so restaurants have to be there too.

How do you go about it?  You’ve put your menu online, good job.  The next logical step is to implement a service like Splick-it.  Adding online and mobile ordering will make it simple and quick for students to get a change-of-pace from the cafeteria.

Using online and mobile ordering can also help manage crunch time.  Instead of dealing with long lines of students during peak times between classes or at lunch breaks, offering students the opportunity to order and pay online or with their mobile device allows restaurants to be ready with orders and lose fewer people who don’t have time to wait in line.

The best way to reach students – their mobile phones

Developing a custom mobile app can cost anywhere from $20,000 to $35,000.  It costs upwards of $200,000 to develop a higher-end application.  If that sounds pricey that’s because it is.  Solutions like Splick-it allow independent outlets to compete for student business with chains that can amortize development over dozens or even hundreds of outlets.

College students are technology-centric, with an ever-growing number owning iPhones and Androids.  According to one survey 43 percent of 18-29 year olds used their smartphones to decide whether or not to visit a business like a restaurant.

Students have to budget their discretionary food spending very carefully.  The ability to quickly order and pay with an app like Splick-it’s could be the deciding factor.

 

Images courtesy of anankkml, zirconicusso and imagerymagestic/FreeDigitalPhotos.net

 

Waiting is deflating: Ten things you can do besides wait in line

Americans spend roughly 37 billion hours per year waiting in line.  That amounts to around 117 hours waiting in line per year per person.  Our goal at Splick-it is to help you avoid that wasted time by allowing you to bypass the line, grab your food and go.  With Splick-it, you’ll be flush with free time, so here are ten things you could do with those 117 extra hours.

 

In 117 hours you could…

1) Watch the entire “Godfather” trilogy eight times.

Let’s be honest, the third “Godfather” was not that great.

Director Francis Ford Coppola put the family first when casting this film.  His sister Talia Shire played a prominent role in all three films as the conniving kid-sister-cum-matriarch “Connie.”  But Coppola’s mother Italia, father Carmine, daughter Sofia, as well as sons Gian-Carlo and Roman also had bit parts.

2) Take a trip to the moon in a vintage spacecraft.

Apollo 11… no where to plug in your MP3 player

Apollo 11 took 3 days, 3 hours and 49 minutes to arrive on the moon’s surface.  Buzz Aldrin, Neil Armstrong and Michael Collins crammed into a ten by twelve foot, cone shaped command module and settled in for the journey.  During their descent to Earth the astronauts had to endure incredible g-forces.  The center of gravity on the craft was offset, since a spinning module is a bit easier to guide towards a safe landing area.  The return trip was made even more interesting when the capsule landed upside down in the Pacific Ocean.  The craft quickly righted itself with inflatable airbags.

 

 

3) Listen to Beethoven’s “9th Symphony” 91 times.

Beethoven was no fan of standing around waiting in line.

Beethoven began to lose his hearing around the age of 30 but he continued to compose, conduct and perform up until a few years before his demise at age 57.  Encroaching deafness and other physical problems may have contributed to Beethoven’s notoriously huffy-puffy personality.  What effect did that have on his job performance?  The Ninth Symphony, one of Beethoven’s later works, contains the universally uplifting “Ode to Joy” movement.  Psyche!  Beethoven wrote that as an ode to the kind of joy he would never feel again.  You see, he had just finished writing the Heiligenstadt Testament:  an emotional tell-all letter to his brothers that the great composer never sent.

4) Take a leisurely 351 mile stroll.

For optimal health, the Surgeon General recommends about 30 minutes of activity most days of the week.  One way to get this in is to try and walk 10,000 steps.  Invest in a pedometer if counting all the way to 10,000 sounds kind of insane to you.

5) Swim the English Channel eight times.

Gertrude Ederle set a then-world record in 1926 by swimming the Channel in 14 hours 39 minutes.

Swimming the English Channel can be dangerous, not least because of the hundreds of ships navigating the waters each day.  Oh, and do you mind cold water?  At its warmest the temperature between Dover and Normandy is just above 60 degrees Fahrenheit.  For official record keeping, the Channel Swimming Association does not allow wetsuits.  You do get to wear as much grease as you can apply.  So slather on that Vasoline, dive in and start doggie paddling!

7) Meditate for 117 hours.

Om. (repeat).

6) Read “Moby Dick” eight times.

Melville, also known to have despised queueing

By the time Melville published “Moby Dick” in 1851, his popularity was on the wane and the novel was a commercial failure.  Melville’s work enjoyed a revival starting in the 1920s, culminating in the 1956 film version of “Moby Dick” starring Gregory Peck.  One has to wonder what old Herman would think of the film’s 2010 reboot.

8) Take 58 guided tours of the Vatican and the Sistine Chapel.

If you go, be prepared for a crowd.  Between 15,000 and 20,000 people visit these historic sites every day, amounting to nearly 5 million visitors a year.  The attractions have become so busy that their popularity is actually infringing on the ability of plucky Italian authors to contemplate things.

9) Beat “Super Mario Bros.” 71 times.

Did you know Mario was originally going to be a carpenter?

Until “Wii Sports” knocked it off the block, “Super Mario Bros.” was the best selling video game ever at more than 40 million units.  If nostalgia sets in and you feel like breaking out the old 8-bit system, don’t blow into the cartridge… even if it used to work.

10) Earn enough money to buy 1,404 beers.

According to a Beer and Labour report by the Economist, people earning the median US income only need to work for about five minutes to earn enough to purchase 500 ml of tasty, sudsy heaven.  Laborers in India have to toil for nearly 55 minutes for a beer, more than double the world mean of 20 minutes.

 

Now that you’ve gotten a glimpse of all the things you could accomplish with 117 additional hours to live your life, will you continue to wait, or will you defeat Bowser?

Splick-it Restaurant Guest Survey Reveals Trends in Mobile and Online Ordering

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More than Half of Consumers Report Using Mobile or Online Ordering at Restaurants Each Month

Intelligent digital commerce company Splick-it today released results of survey capturing mobile and online ordering habits of more than 7,000 U.S. diners

 

BOULDER, Colo. — June 19, 2012 — Splick-it, the provider of a complete suite of online and mobile payment, special offer and data capture solutions for restaurants, today released the results of a consumer survey revealing the growing popularity of online ordering and payment systems.

“More than 72 million Americans now own smart phones. Not only are these devices enabling companies like Splick-it to make mobile ordering and payment part of the smart phone experience, the continued adoption allows our company to deliver rich data sets to restaurants to help them both retain current customers and gain insights to attracting new business,” said Rob Taylor, co-founder and chairman of Splick-it.

According to the National Restaurant Association, Americans spent $632 billion in more than 970,000 restaurants in 2011. Splick-it surveyed more than 7,000 smart phone users who dine out to determine the acceptance of online and mobile restaurant ordering and payment. This infographic highlights some of the results from the survey:

Survey respondents were nearly equally divided between men and women (49 to 51 percent). Forty-one percent were between the ages of 20 and 30, and just less than 30 percent were between the ages of 31-40. Teens made up 6.5 percent of respondents, and those 51 and over made up just more than 22 percent.

Download Full Survey Results

About Splick-it

Splick-it provides a suite of intelligent data tools to restaurants allowing them to offer online and mobile ordering and payment applications to their customers. Based in Boulder, Colo., Splick-it also provides restaurants with unparalleled data sets on their customers, as well as aggregate data for industry segments, through the use of it’s online and mobile ordering tools. Splick-it also allows restaurants to make and track special offers and is integrated with today’s most popular social media platforms. Privately held Splick-it was founded in 2008 and currently has more than 100,000 registered users and has processed more than $1 million in online and mobile orders. For more information, please visit www.splickit.com.

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3 Tips to Get The Most Out of Your Restaurant’s Mobile App

As the popularity of mobile apps in the restaurant space continues to skyrocket, it’s becoming increasingly important that we don’t allow “mobile app” to get reduced to the level of an item on the proverbial checklist. In other words, hirin

g a developer to slap a logo and some content into an app is not a real strategy. Restaurant marketers need to ask themselves: What will peak my customers’ interest? How can I leverage my app to generate new business? These are but some of the basic questions that need to be considered before taking the dive into building an app.

“Building a mediocre app is just as bad as selling mediocre product,” says Jason Gurwin in this Harvard Business Review. It is a reflection of your brand. If you are building an app just to get downloads, you are better off not doing anything at all!

With that, here are three tips to keep in mind when building your restaurant app:

1. Keep Customers Coming Back. This one may sound obvious, but too often do companies create apps that function as nothing more than a digital billboard for their brand. Consumers are looking for apps that provide some utility that makes their lives easier or more enjoyable. Thus, restaurant brands need to drive engagement in their apps much like they do inside their place of business; give your customers reasons to keep coming back! What lasting value does the app provide? Remember, a user of your app is no different than a customer in your store. From the moment they open the app, every touchpoint directly reflects on their impression of your brand.

2. Create Brand Evangelists. Smartphones have made it easier than ever for people to communicate with each other. That means it’s also easier than ever for a customer to evangelize your brand. By providing customers with an easy outlet to share their experience with friends and followers (e.g. Facebook, Twitter), you can empower them to become your biggest and best advocates.

3. Collect Data. Imagine if you wanted to increase breakfast orders, and you were considering running a promotion as one method of drawing the attention of your existing customers to this new day part. In this scenario, you would probably prefer not to offer the special to people who were already ordering breakfast on a regular basis. Otherwise, you’d just be providing them with a discounted meal for business you probably would have otherwise received.

By nature, mobile devices contain a wealth of valuable information about the person using it. Apps should be built to capture this data, so it can be utilized to understand, and improve upon, the customer’s experience both in the app and beyond.

One way this data can be utilized outside the app is to tailor marketing efforts to the right people. Brands that utilize this data realize significantly reduced spending through more effective marketing—simply by tailoring future campaigns to the specific people who are most likely to respond. These tailored, or optimized, campaigns will yield markedly better results than a “spray and pray” approach to marketing efforts.

Creating a truly successful app takes a lot of effort, and this is only a taste of what’s needed to accomplish. These three tips should get you on the track to identifying the components that will ultimately add value for your customers and your business.

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