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Digital Intelligence October 2012

Digital Strategy data - Digital Intelligence October 2012

After its IPO woes, Facebook finally turned a corner this month - but at what price to advertisers? Reports suggest that the social network is lowering the reach of 'likes' in favour of paid-for advertising such as newsfeed ads and an upcoming 'want' button. Shares in Facebook rose on the back of increased revenues and new ad schemes, but brands are left once again pondering the true value of their 'likes'.

As Christmas looms, mini-tablets look set to be the gift of choice, with the iPad mini unveiled (albeit with a hefty price tag) meaning tablet-friendly sites will become more essential in 2013. As desktop and laptop use wanes, Microsoft's newly-launched Windows 8 is the company's biggest gamble yet, as the software giant looks to challenge Apple and Google in the mobile OS market.

Worst mistake of the month goes to Google, which saw nearly $20bn wiped off its market value in minutes, after Q3 earnings figures released prematurely by mistake revealed a surprise drop in profit growth. Larry Page can take some solace in YouTube's revenues, which are now rivalling US TV networks.

Our video viral highlight of the month is Bodyform's spoof CEO response to a Facebook posting. A master class in viral marketing, the video was created within days and attracted over 3 million views within a week. Scroll to the bottom of this newsletter for more examples of 'digital done right' in our viral videos section.

Read October 2012

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Culture change at Apple? Two top execs to go after major management shake- up

Apple has overhauled its management team and announced that two top executives are to leave the company, in a move that could signal a major culture change at the technology giant. John Browett, the head of retail, is out after just six months in the job and Scott Forstall, the long-serving head of its iPhone software development operations, will go in the new year. The US firm did not say why either man was leaving but both have presided over blunders in recent months.

31/10/2012  |  Full story...

Apple reveals £269 iPad mini

Apple has revealed a smaller version of its iPad, dubbed the ‘iPad mini’ as it looks to take on Amazon’s Kindle Fire, Goolge’s Nexus 7 and Samsung’s Galaxy Note in the growing mini tablet market. The device will be available for pre-order from 26th October and will ship from November 2nd. The company has also launched a new version of its full size iPad.

Watch the keynote presentation here:

24/10/2012  |  Full story...

iPad Mini: 9 things you need to know

Following the expected unveiling of the iPad Mini this week, Experian Hitwise provides 9 key stats from the web showing demand and traffic sources for the much anticipated device.

24/10/2012  |  Full story...

iPad mini unveiled 23rd October?

Apple has sent out a number of press invites to a secret event on October 23rd, hinting at the launch of its much-anticpated iPad mini launch. The digital cards' text reads: "We've got a little more to show you". The event will take place at California Theatre in San Jose, California. Rumours suggest the new model will feature a display that is 7-8 inches (18-20cm) in size, putting it in competition with the likes of Amazon's Kindle Fire and the Goolge Nexus 7.

17/10/2012  |  Full story...

Apple to quit using Samsung chips?

Apple is reportedly planning to drop Samsung as manufacturer of its mobile processors, as the rivalry between the two firms intensifies.A report from Citigroup Global Markets, which is Citi's international research division, indicates that Apple is set to switch to Taiwan Semiconductor Manufacturing for its processing needs.

16/10/2012  |  Full story...

iPad Mini ‘unveiled on October 17’ with 8 inch screen

Apple is reportedly launching a mini version of the iPad this month, as the firm looks to fend of increasing competition from the likes of Amazon, Google and Samsung in the growing mini-tablet market. Apple is expected to introduce the iPad mini on October 17th - just a week before arch rival Amazon launches its Fire range of tablets in the UK. The device is said to be available in shops on November 2, according to Fortune magazine.

08/10/2012  |  Full story...

Android catching iPad in US tablet market

One in four US adults now owns a tablet computer, with Android catching Apple’s iOS iPad, according to a new report. The study, from the Pew Internet and American Life Project indicates that about two-thirds of those who own tablets bought them in the last year.

05/10/2012  |  Full story...

Angry Birds sequel: Will 'Bad Piggies' fly or flop?

Rovio has launched a sequel to its hugely popular Angry Birds game, ‘Bad Piggies’, as the app maker hopes to match the ad-funded success of its predecessor. Going live today (27th September) and avaialble iOS, Android and Mac, the free ad-funded game turns the franchise on its head by letting the fans play as the pigs with new gameplay. In Bad Piggies, instead of shooting with a slingshot, players build vehicles that help the characters get the birds' eggs. The company said it was hoping the new game would breathe additional life into its brand.

Watch a gameplay trailer here:

27/09/2012  |  Full story...

Google ‘yet to submit maps app to Apple’ for iPhone 5 users

Apple’s heavily-criticised new mapping system looks set to remain the only location app on the iPhone 5 for a while longer, as Google revealed it has not yet submitted its mapping service for inclusion on the App Store. Executive Chairman Eric Schmidt has admitted that no move has been made to put the Internet search engine giant's map application on Apple's latest smartphone operating system, iOS6.

25/09/2012  |  Full story...

Apple faces backlash over new iPhone mapping technology

Apple’s new mapping technology, which replaces Google Maps, has come under fire from users and businesses alike for a myriad of inaccuracies and misplaced landmarks. Amongst a wide range of complaints surfacing on Facebook and Twitter include missing towns (Stratford-upon-Avon and Solihull), wrong locations (Uckfield in East Sussex) and satellite images of various locations, particularly in Scotland, being obscured by cloud. Some smaller roads and lanes do not even have road names and numbers in the UK. There is also no built-in information about public transportation.

21/09/2012  |  Full story...

Amazon’s £159 iPad rival Kindle Fire HD unveiled

Amazon has unveiled three new versions of its Kindle Fire tablet, as the online retail giant looks to take on Apple’s iPad and Google’s new Nexus 7. The new version, called ‘Kindle Fire HD’, will also use a partly ad-funded business model. The devices come with ads, called "special offers" that appear when screens are locked and in the corner of the home screen, helping Amazon keep prices low.

07/09/2012  |  Full story...

BBC iPlayer offers mobile downloads to watch on the tube

The BBC has updated its iPhone and iPad app, allowing mobile downloads as an alternative to streaming for the first time. Until now, programmes could only be downloaded to PCs and Macs for later viewing. The move opens up a new way for people to watch BBC content on the move. Starting this week on iPhone, iPad and iPod touch, users can download shows from BBC iPlayer over Wi-Fi in advance by adding them to a ‘download queue’.

05/09/2012  |  Full story...

Apple-Google break-up continues: YouTube app removed from iPhones

Apple's forthcoming iOS 6 operating system will no longer include the YouTube app, a feature that has shipped with the iPhone since the device debuted in June 2007. The move marks another milestone in the growing division between Google and Apple, as competition between the technology giants becomes more intense. As Google has pushed into the market with its Android software, now the most-used smartphone operating system, the relationship between the two companies frayed.

09/08/2012  |  Full story...

iPhone 5 and iPad Mini 'unveiled Sept 12th' as video leaked

Apple is set to unveil its much-anticipated iPhone 5 and iPad Mini on September 12th and will be in the shops nine days later, according to a news report. Apple fansite iMore, which sites ‘credible sources within Apple’ (and is often proved accurate with predictions) reports that Apple will debut the new iPhone - technically the sixth iPhone, but regularly referred to as the 'iPhone 5' - at a special event on Wednesday, September 12. The news comes as a video has leaked online showing the iPhone 5's outer shell and components, shown below:

31/07/2012  |  Full story...

Google £159 iPad rival Nexus 7 goes on sale

Google Nexus 7 goes on sale across a number of territories today including the UK, as the firm looks to rival Apple's iPad in the growing tablet market. Google Nexus 7 is Google's first branded tablet, priced from £127 for the standard version which makes it more affordable than the iPad. The 8GB version costs £159 while the 16GB memory gadget costs £199.

18/07/2012  |  Full story...

Video viral of the week: Kraft saves food with macaroni art app

This iPad app and video campaign from Kraft harks back to school days and macaroni art. See why it’s our video viral of the week below…

16/07/2012  |  Full story...

Top 10 tablet searches in UK: Google Nexus 7 shakes up market

Following the announcement of Google’s Nexus 7 tablet Experian Hitwise looks at how the news had changed the way that UK consumers are searching online for tablets. The newly released Google Nexus 7 entered the rankings as the second most popular tablet for UK consumers, accumulating over 16% of all tablet-related online searches.

16/07/2012  |  Full story...

How Kraft’s ‘Dinner, Not Art App’ boosted brand positioning and engagement


Kraft’s ‘Dinner, Not Art App’ harks back to school days and macaroni art, making creative use of the way its Mac and Cheese brand is perceived in a positive and nostalgic light. The "Dinner, Not Art" campaign from Crispin Porter + Bogusky seeks to save the real noodles by encouraging virtual macaroni art projects with a free iPad app. Users can choose a canvas, cover it in noodles and manipulate them to create a macaroni masterpiece. For every digital noodle used in the app, Kraft will donate 10 real noodles to Feeding America, up to 110 million noodles. A maximum of 100 digital noodles can be used per any single piece of saved art, for a maximum 1000 noodle donation per piece of saved art. The campaign so far has led to 244790 noodles being donated. Users can also "glue down" your art and save it to a digital refrigerator. The creations will be posted on Kraft's Macaroni Masterpiece Gallery on its Facebook and Pinterest pages. The brand began promoting the initiative with the TV spot below, which broke earlier this week.

More on this Case study …
Brand: Kraft Macaroni & Cheese |Media: Facebook | Country: USA |Sector: FMCG | Agency: Crispin Porter + Bogusky | Format: Facebook App

YouTube Case Study | Kraft App


Mobile trends in Argentina- Smartphones and tablets taking bigger share of web use

Mobile use in Argentina is on the rise, with Android accounting for the largest share of mobile webpage views, while iPads lead the tablet market, according to new research. The study, from comScore, looked at connected device usage in Argentina from its Device Essentials service. The report found that digital media consumption via connected devices (including mobile phones, tablets, etc.) accounted for 2.1 percent of all Internet page views in March 2012. Of this non-computer traffic, mobile phones drove 70.4 percent of traffic, while tablets accounted for 25.2 percent.

13/07/2012  |  Full story...

Google’s £169 tablet to launch in UK without music, film or magazines

Google's Nexus 7 tablet is due for launch in a couple of weeks, but the internet giant has admitted the iPad rival will go on sale in Europe without access to the Play Store’s music, magazines or TV shows after it failed to agree deals with the rights holders. Announced last month, the Nexus 7 features a smaller 7-inch screen than the iPad, and will cost just £169 for the base model. It goes on sale on July 19 in the US and Europe. However, the ability to access TV shows, music and magazines will remain exclusive to the US for the initial launch period.

06/07/2012  |  Full story...

Top 5 smartphone and OS systems in the US

Samsung still leads the way in the US smartphone market, but Apple is the fastest grower, accounting for nearly 1 in every 3 devices, according to new research. comScore has released data from the comScore MobiLens service, reporting key trends in the U.S. mobile phone industry during the three month average period ending May 2012. The study surveyed more than 30,000 U.S. mobile subscribers and found Samsung to be the top handset manufacturer overall with 25.7 percent market share.

04/07/2012  |  Full story...

iPhone and iPad users ‘worth $1,000’ to Apple

Apple customers are highly loyal, with just one in 5 (21%) of iOS device owners saying they wouldn’t switch platforms, even if offered huge discounts, according to a new study. The study, from Goldman Sachs, highlights the loyalty of iPad and iPhone users, who are so unlikely to switch from Apple’s iOS to another platform that an analyst believes they are worth almost $295billion (£188billion) cumulatively, which is more than half of Apple’s current market cap.

04/07/2012  |  Full story...

Apple finally settles China iPad trademark dispute ‘for $60m’

Apple has agreed to pay $60m (£38m) to Chinese firm Proview to settle a dispute involving rights to the "iPad" name, a court in China has said. Proview had claimed that it owned the rights to the iPad name in the Chinese market after registering it in 2000. However, Apple had insisted that it had acquired the worldwide rights for the name in 2009.

03/07/2012  |  Full story...

Google Chrome browser and Drive come to Apple devices

Google has launched an iOS compatible version of Chrome, making its increasingly popular browser available to iPad and iPhone users for the first time. At its I/O conference for developers, Google announced that its Chrome browser will be available in iTunes App Store, as will Google Drive, the productivity app suite that includes Google Docs. By adding Chrome and Drive to the popular iOS platform will expand Google's user base and ecosystem.

02/07/2012  |  Full story...

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