Apple, Twitter, iOS5 and Facebook's Phone Integration (Welcomed or Not)

The more I play with Apple's iOS5, the more impressed I am with the Twitter integration.And the more aware I am of the potential impact it has on Twitter... But why isn't Facebook integrated instead or along with?

Lots of people have tried to answer this question, but perhaps the below screenshot is a partial reason.

There have been several occasions over the last week that I have misplaced a phone number and turned to the Facebook App to access the contact's number - and place the SMS / call. That's a powerful, threatening concept. And it makes sense: the majority of my contact list is now connected via my Facebook contact group. And those profiles have become complete enough that they usually include an email, phone number, etc.

Surely there is more to the conversation between Apple :: Twitter and Apple :: Facebook, but it fascinating to realize how much of your phone activity can be supplemented - or even replaced - by Facebook.

Google Maps: Mobile, HTML5, "Desktop" Icons & In the River Promotions.

As Google continues to focus on HTML5 mobile experiences (and do it very well), they have to think about systematically driving usage... which, for mobile, requires 'desktop' real estate. And with core mobile applications, the app store's represent both distribution and the potential of screen real estate (ie icons / launch buttons). Google's strategy of focusing the mobile web experience is a good one... and it's shared by Facebook. But they both know that getting adoption relies on either deep OS integration or getting icons on the home screen.

So, when you visit Google Maps and their revamped web product (it too is done very well), they immediately and prominently prompt users to download the 'quick start' icon. Google has used this same tactic with YouTube (example here) - it's smart, effective and easy to integrate.

Yet another powerful example of "in the river" promotion / marketing.

Turntable.fm + Google TV is Awesome.

I am pretty sure that I'm the lone Google TV fanboy. I love the ability to merge the television with Google Chrome ... and to eventually lay the Android marketplace atop it (currently there are core apps like Pandora, Netflix, etc)>. And I give Google TV a better shot to amass great content and better UI than I do the hardware manufacturers (I have never used the Samsung or Sony appstores that come preinstalled on the TVs). Anyhow, here is another example of why I love Google TV: load Turntable.fm (http://www.turntable.fm) and your friends can share / DJ music throughout your home. And since:

- your TV is likely the home's largest screen - your TV is probably connected to your home's best speakers - and your TV probably sits in an open, social area

It's an excellent, optimal experience!

Haven't tried Turntable.fm yet? Here's a couple nice recaps: - TechCrunch: The New Early Adopter Addiction: Turntable - SAI: The Exclusive Music Site That Already Has Entrepreneurs Buzzing - Andrew Machado (super-fan): Turntable.fm - The Future of Music

Quick Apple iOS5 Thoughts: Twitter & iMessage Win Big.

Having played with Apple's iOS5 for a couple days, here are two big thoughts and a few brief ones after that: 1. This is huge for Twitter. I can't understate how cool AND how meaningful the integration is. The phone is effectively hooked directly into Twitter such that your content is always shareable. As Twitter focuses on engagement - this is a remarkably powerful step forward. And - it is done beautifully. The animations are gorgeous and the sharing happens seamlessly.

Update: MG Siegler has a great write up on this topic

2. iMessage is equally impressive and important (just ask the carriers and the WSJ). I grasped the importance of iMessage from the WWDC announcement - but I didn't appreciate the user experience. When you messaging friends, it automatically / seamlessly transitions between SMS and iMessage based on their platform / phone number. The animations are great and the implications are broad (iOS product extensions, carrier monetization, SMS future, messaging landscape, etc).

3. Drag and drop calendaring is great.

4. Notifications are obviously game-changing to the consumer experience. For developers, this is a big opportunity to improve usability and engagement opportunities. For instance, ESPN Scorecenter is an entirely new application experience for me (and far more useful).

5. Small email tweaks are welcome (flagging, search, etc). Same with the mobile browser.

6. iCloud has gotten tons of attention, and rightly so - game changer for content purchasing and management.

7. There are so many new functions / enhancements that it is quite difficult to fully figure out usability. I have several Apple devices and this has been the most overwhelming transition yet. I'd go so far as to say it is mildly frustrating!

Utilize the Mobile App Update Section. Examples of FourSquare, Path & Square.

Maybe I am too much of a geek, but I actually enjoy reading application version updates. I assume most people do not read them thoroughly (many do not regularly update their apps either), but it is a really simple way to communicate with users and share what's new. It is so simple to do... and yet so often forgotten.

Most app updates read something along the lines of: - "fixed crashes" - "fixed various bugs" - "app runs faster"

In fact, I've seen many that say "the free version now has ads". Yeah, that's going to make me download the update!

Here are three great examples from three great apps: Foursquare, Path and Square. I particularly like the Path update because the app underwent a significant product change... this update is their first opportunity to introduce existing users to the changes. Of course, the app experience itself should also introduce / familiarize those changes.... but this is such an easy way to get started. And because so many developers overlook it, the mere attempt to communicate changes distinguishes these apps:

Apple's Track Shipment Hot-links.

When Apple released iOS4, I wrote that the most overlooked functionality was the automatic calendar / event creator. Despite some flaws, it is a feature I use daily and it's a natural tie between multiple applications: email, contacts and calendars. These functions have also existed for phone numbers, addresses, URLs, etc.

And, as I just found out, they also exist for UPS and FedEx tracking numbers. It's terrific because it is simple, efficient and coordinated. I'd love to see more in iOS5 - almost as if they are plugins that can be switched on/off. For key brands, applications, actions, etc - it makes sense. For instance, Facebook hot-links, photo sharing / previewing, contact creation / sharing, etc.

Sports Illustrated, Jim Tressel and Not Taking Advantage of Virality.

I write a lot about "in the river" marketing - which is all about leveraging the power of existing, engaged traffic to deliver relevant, actionable messaging / marketing / promotions. You can see lots of examples of in the river marketing done well here.

Here is an example of the contrary.

Yesterday's huge news was Sports Illustrated's investigation of Jim Tressel and his subsequent resignation. The article went viral and filled my Twitter feed, Facebook stream and email inbox. But Sports Illusrated (SI) didn't take advantage of the immense traffic - this was clearly an opportunity to facilitate sharing and drive downloads / purchases of their new paid mobile applications.

This is the mobile experience when you arrive at the article:

Notice the line: "To purchase a digital version of the magazine, go here." First, that language is unappetizing; but more importantly, "go here" isn't clickable.

For some reason, when you view the article within Twitter mobile, it looks much better and the word "here" is clickable and red:

But when you click it, you arrive at a promotional screen that is not mobile aware and therefore not actionable. It should prompt you to download their application or, if you have the app, purchase the magazine version.

In summary: most sites dream of the opportunity to be flooded with traffic. Prepare in advance and make sure that your experience / funnel is primed to take advantage of the flood.... after all, they only happens once in a blue moon.

Why Don't Mobile Apps do a Better Job with Push Notifications? CNN, ESPN, Bin Laden & Andre Ethier.

One of the most powerful elements of mobile applications is ability to push notifications. Meanwhile, push notifications are rarely integrated / integrated well... and misuse is quite dangerous because it leads to consumer fatigue and removal. I've thought and written about this before (see here and here). But a couple unrelated things occurred this past week that got me rethinking about push notifications: 1. I was alerted almost instantly of Bin Laden's death by CNN's push alert (which was followed by tons of SMSes).

The CNN app sensibly sends notifications for important breaking news. They do a good job. It would could be improved significantly if it learned more about me and sent more than national / very mainstream news... but it's effective and not overwhelming. There are multiple ways this could be achieved. For instance, a deeper notification control panel (I'd instantly opt in for business, local, sports). Another option is to use Facebook Connect and my personal activity to target the news.

2. There were two no-hitters this week and three or four more games that took no-hit bids into late innings. Meanwhile, Andre Ethier's historic 30 game hit streak was broken. And millions of viewers suffered through 2.5 hours of boring telecast to see a 2minute horse race this weekend.

Point #2 is obviously centered around sports - but it is applicable to any field / interest.... so let's go down the sports example you can extract how this is meaningful for your audience / application.

I am a clearly a big sports fan. I have several ESPN applications and an MLB app that I paid ~$15.00. I would have appreciated being alerted that I might want to tune in and watch the 9th inning of a no-hit bid. Or that Ethier has one more at-bat to extend his streak to 31. Or that the Kentucky Derby horses are FINALLY approaching the gates. All three are examples of the applications being lazy: they are relying on me to proactively open the application and seek out information. Well guess what? I have given you permissions and invited you to do more.... and that's a powerful opportunity. So take advantage of it.

Just as CNN decides what is important enough to message their millions of mobile subscribers - other app providers (in this case ESPN and MLB) can do the same. As active consumers of your application, we defer to you to tell us what is breaking and newsworthy. If you do it right, you can instantly engage with your users (and engagement is the key to mobile).

The Web as One Big App Store.

There is nothing groundbreaking about what I am about to say... but: it is easy to overlook how simple and powerful making purchases with a single-click is. You can download music, movies and rentals with a single click. No credit card number.

No lengthy registration / shipping addresses.

Nearly every book title is available via Amazon or iTunes through a single click. The content is delivered wirelessly in seconds.

The same holds true for video games and, now, an entire world of software.

In fact, Mac's App Store is what hit this point home for me: downloading software applications for your desktop / browser is really a powerful experience. You can now buy software with the same one-click, light-weight process that music, books and mobile apps are purchased. And it is delivered over the web and instantly.

It is hard to describe why this is a unique / 'cool' feeling... after all, I've purchased software online before. But, until the Mac App Store, it had not been so effortless, painless and fun. And it's thanks to both Apple and the developers / cloud movement, which allows us to access myriads of content (much being lightweight) so rapidly.

And it's just the beginning. Other major app stores will emerge (ie Chrome, Amazon) and Facebook Credits will play an enormous role as it will enable all websites to become their own one-click storefront.