Local mobile job market

The Mobile Job Market

With the public’s insatiable desire for mobile gadgetry and the competitive push by mobile manufacturing industry to bring the newest shiny mobile device to the delighted consumer, what does the activity behind the scenes look like in the secondary mobile job market? Companies want to offer their clients and would be clients the easiest and handy access, and this drive creates new job opportunities in the workforce.

Agility in the active workforce of mobile market is an asset in a young and rapidly expanding domain. The “can do” initiative and attitude come across as qualities that prospective employers are looking for. The job titles vary with a play of words in the web domain: mobile, digital, web, software. I examined three mobile centric positions advertised on the market recently:

1. Digital strategist by bv02 inc. in Ottawa.
http://bv02.mytribehr.com/careers/view/21 (accessed on 15 March 2014)
This position’s essential skills are in mobile measurement to drive strategies and goals. I believe the applicant should have trained in and have a deep knowledge of Google Analytics, Facebook Insights and Edgerank, and in YouTube and Twitter metrics. The comfort level of tapping into social media metrics and making meaningful inferences of company statistics is critical to this position. Although the advertisement thinly veils a big business component to this position, this might be an overreach of trying to roll in two positions as one. The advertisement calls for the applicant’s personal website – this again might deter an applicant with the best skills for the job as a requisite for a personal website implies a mastery of graphics and visual content  – which, in an applicant’s perception, does not tie in with the nature of the responsibilities for this position.

2. Mobile designer by Shopify, Ottawa. Posted Date:12/03/2014
Reference: JS/46929383/8071129 (the ad is no longer available though a generalized one is on the Shopify Careers webpage http://www.shopify.ca/careers?posting=product-designer-core-product)
The company clearly expresses what it requires from prospective candidates: high skill levels in software design with proof of portfolio. Apart from the essential competencies in Adobe Photoshop and Illustrator that the company has asked for, I would add user experience and user interface design as key components for this job.

3. Mobile software developer by Mobilisphere, Ottawa.
http://ca.indeed.com/job/mobile-software-developer-androidios-83e5e1f1f27b227a
The advertisement lists a range of native languages for developers and fluency in Software Development Kits for Androids and iOS – I believe these are essential skills for any prospective candidate. And because of the clarity in the job description, I believe that the company will attract applications of credible worth.

Mobile agency vendors in Ottawa
For an IT industry badly hit after the collapse of Nortel, there are a few good mobile servicing companies (including http://soshal.ca that I personally know and recommend, but for this blog I shall examine other companies).

1. bv02, Ottawa  (www.bv02.com/)
bv02 is a full service, cutting edge digital marketing agency that combines strategy, creativity and technology to provide branding, marketing, communications and e-business solutions.

2.  Robert Half Technology, Ottawa  (www.roberthalf.com/technology/)
Robert Half Technology offers a full spectrum of technology staffing solutions to meet their client’s project and the client’s temporary, contract to full time IT recruitment needs in the digital/mobile areas of interactive, design and marketing.

3. Cardinal Path, Ottawa Branch (www.cardinalpath.com/)
The company delivers expertise to service clients in digital intelligence, client training, digital marketing and user experience.

Having examined the viable options in a local workforce, I come to an informed conclusion that having the service of such vendors is especially critical and beneficial to a small business that is growing fast and would like to recruit experts. The advantages are many:

• for contracted projects that are short term or part time for a definite period,
• instead of going through the whole recruiting experience (advertising, short listing, interviewing, decision making, appointments, training on the job till the incumbent gets to contribute productively)
• skipping the consultancy fees of getting technical help to interview candidates, even for a short time
• run the testing and iterations
• having a reliable source to fix errors and glitches once the project is underway
• keeping up to date with technology and best practices.

Going to a vendor agency to fulfill specific tasks is a very viable economic solution. And strategic too.

Apps with a big social function

This blog examines reviews and research of a few apps that serve noteworthy functions to society.

• CAA.ca

“All-in-one CAA app for easy access to many CAA services in English and French including; Roadside Assistance, exclusive Member savings, TripTik mobile, insurance information, and automotive information including instant battery quotes and CAA approved auto repair locations.”

The app is free to CAA members, and that makes very good sense because the user enters the membership number which in turn activates a good many processes for the user:

• CAA roadside assistance team has user’s membership number.
• Allows user to add specific information about location or vehicle a specific address or any other circumstance that CAA drivers can take into account before they arrive.

The app uses the location functions of the user’s mobile phone to determine user’s location and

• allows users to complete a request for roadside assistance without placing a call.
• upon submission of a roadside request, the app confirms user’s request and provides a confirmation number
• it completes user’s address information automatically.

This app is a boon in times of acute stress. The app’s mobile communication interface and design are excellent and to the point. Every CAA member should download the app. It’s a friend in need.

User reviews speak of problems getting the app to shut down after use. It runs continuously in the background and drains the mobile battery to the point where the user cannot make further calls.

Solution: This drawback must be fixed for the app to get a 5-star rating.

Updates to the app come through notifications on my App Store to download. The app was last updated on11 July 2013.  Version: 2.2.0702.
“This CAA app update contains a new vehicle database for roadside assistance that includes 2013/2014 vehicle models. Please note that more 2014 models will be added as they become available. You can also enter your vehicle manually if you do not find your vehicle in the drop down selections.”

And details of the updated features appeared on the Apple iTunes website,
https://itunes.apple.com/ca/app/caa/id478000941?mt=8

I rate this app very highly, and it is my favourite of the apps reviewed for a big social function.

­­­­­­­­­­­­­­­­­________________________________

• Zendesk.ca

I’ve collated feedback from Zendesk users as the app requires a company name to download.  The app

• seems to be built for single-ticket flow that it has somehow made a simple workflow confusing
• communicates with users on email, chat, and Twitter inputs.  Assistly also offers these channels, but has added “intelligent support for phone-based, call centre workflows”.

The communication channels appear complicated for the user. Here’s a summary of a clients’ reviews:

• multiple clicks required before user can action the item
• once there, (change a setting, modify a ticket, etc), Zendesk typically leaves user outside of the context of your original workflow
• no “location breadcrumbs” to let user get back to original context, except with the browser’s back button
• not a good user interface.

How could the Zendesk app improve its communication with users?

Zendesk should take a leaf from other competitors, for example, Assistly that works on multiple tickets at once in a clean, easy to understand, tab-based environment. The competition is intense and clients might move on to those with better communication interfaces, even if it costs more.

Zendesk’s latest Version 3.2 was released to iPhone users on 13 March 2014 (yesterday)

https://itunes.apple.com/ca/app/zendesk/id368796007?mt=8

– The app has been updated with a brand new look for iOS 7 users.
– Swipe between tickets when in a view.
– We’ve also used your feedback to identify and fix several bugs and stability issues.

The user would see a push notification from Apple’s App Store that there is an update, and click on the “Update” button to have the latest version installed.

_______________________________________

• SunLifeFinancial.ca

This app services a big need to submit medical and dental claims, check savings, plan balances and contributions and access SunLife financial saving tools.

The web app can be accessed at m.mysunlife.ca. Communication between the user and Sun Life app is by navigating the app’s features on the iPhone. There is no option to call and speak with an agent to process a claim. The app does confirm to the user of a claim having been sent successfully. So that it a good feedback for the user to receive.

The app has been hugely popular and successful with Sun Life’s clients: 275,000 mobile claims made since its launch in 2011. I believe this app serves a good function well; I haven’t used the app to process a mobile claim myself, but I receive a very quick response via their website that delivers the promise of processing a claim in 24 hours, similar to what the app promises. The advantage is the convenience of using the app versus the website.

The last update to the app’s iPhone interface was on 14 December 2013 with version 3.0.49.1. The details of the release were posted on the iTunes app store website, “System enhancements to improve performance.”

https://itunes.apple.com/ca/app/my-sun-life-canada/id453274313?mt=8

The user would see a push notification from Apple’s App Store that there is an update, and click on the “Update” button to have the latest version installed.

____________________________________

• Realtor.ca

Created by the Canadian Real Estate Association (CREA), this app “allows users to search for homes and property across Canada and to connect with REALTORS® for more detailed information.”

The app offers many features as shown in the diagram below, and reflects the organization’s (likely) considerable expense, research and technological time to bring it to public as a free tool. I applaud the organization for their social commitment to the public.

The app personalizes and collates the most noteworthy features that are not evident at first glance on the organization’s website. I believe this is a big positive about the app.

How does the app communicate with me?
The app configured my location immediately on my downloading it with its GPS functionality. I found a map with a number of pinpoints for houses on sale in my area near me.

Then the twelve touch points on the screen are the many ways the app moves me forward in my interactive communication with it.

The app’s last update for iPhone was Version 1.4.1 on 18 September 2013; the user would receive a push notification from iTunes with a button to update. Details of the update were released on Apple’s iTunes website at:
https://itunes.apple.com/ca/app/realtor.ca/id408873309?mt=8

REALTOR.ca for iPhone v1.4.1 addresses the following:
– Photos will display in both portrait and landscape;
– Terms of user will be shown on update of the application;
– Other fixes include:
o Blurry maps views,
o Random crashes accessing Home Page or changing property type,
o Search errors when turning on Rent,
o Upside down screen display,
o Add to Contacts works,
o And other fixes.

That said, as a prospective buyer I am not swayed by the app’s features. Buying a house is going to be the biggest single expenditure I hope to make, and one that I would rather access via the website and follow up with my realtor over the phone or in person.

• I see any app’s main function as an immediate access point while on the go.
• Appointments with my realtor or to set up a house visit take time.
• And appointments involve some back and forth between myself and my realtor to set a date.
• Features on the app like “Properties near me”, “Open houses near me” and “New listings near me” are priced beyond my budget, and therefore of no meaningful purpose to me.

I believe the app would do better to tailor specifically to my needs by linking interactively with me through:

• a specific sign in at the start so that I receive alerts or updates of houses in my own established parameters of search.
• push notifications of new houses made available
• status changes when sold or when taken off the market.

Reviews posted online do not speak favourably of the app. I believe the feature loaded app is a setback to its success. A solution would be to scale down the features after some rigorous user research.

­­­_______________________

Conclusion:

It strikes me as rather odd that the app developers choose to let iTunes notify users of the updates and its details on the Apple iTunes website. From this, I infer that one of the clauses that the developer agrees to with Apple’s App Store is to allow iTunes announce and direct updates. I was unable to find any update information replicated on the developers’ websites. Curiouser and curiouser.

______________________________________________________________________

Mobile strategies for a small business

As Marketing Manager for a local artisan doughnut business with a devout clientele, and given the task of a mobile marketing strategy, my initial task would be to assess the company’s existing marketing strengths, and then formulate my own strategies for mobile to integrate with overall marketing plans.

Currently, the website of this family owned business is the only digital access to the company’s signature brand of products – doughnuts.

• And this access is with a call to action of filling in a form to place your order.
• The site is not e-commerce or m-commerce.
• Simplistic site with font and images not flattering to or reflective of the great products the business has made a name for.
• The text shows scant optimization for search engines.

So that quick analysis throws open the marketing strategies to integrate along these elements.

 1.    Leverage mobile search 

a. The business does not have a customized mobile site, so any mobile search would fare poorly because the current website is not search optimized. An immediate solution would be through top loading key search words on the current website.

This requires rephrasing the page titles and first few sentences on each webpage:

• The Home page is a static image and functions poorly as a SEO beacon. “Gourmet Doughnuts” replaces the heading   “Home”. The new body text begins, “Delicious home made doughnuts like no other in Ottawa.” Pictures of the 14 varieties to display with their names below.
• Menu page – the new heading is “Doughnut Basket” and the first sentence changes to, “Our doughnut basket is filled fresh with 14 varieties every morning. Made with quality ingredients.”
• The Special Order Page title changes to “Order Doughnuts”.
• “Location” changes to “Our Store” with a leading sentence, “Here in Ottawa serving delectable doughnuts all days of the week, morning, noon and evening.”
• The News page is dated and must be archived. Instead, local community activities that the business supports should be highlighted with the company’s own media content. “Doughnut Community” could be the page title.
• “Events” is a blank page and should be deleted
• “Contact/Hours” heading changes to “Contact Us” with the sentence, “We serve batches of freshly made doughnuts for your pleasure all through the day. Our store hours are …”
• Then, the head and title tags for each webpage should be modified according to the revised text above, so search engines would easily access the key search words.

b. The next step would be to build a responsive mobile site, with a very specific objective of allowing customers in Ottawa order doughnuts. The content would be created afresh and would not follow the website model.

Proposed mobile wireframes of purchase set up in 2 screen mode.

2. Mobile advertising

“Mobile ads with four words or fewer receive an average of 28% more clicks than wordier creative.” According to a 2012 Google Survey, 61% of phone users browsing a company’s mobile site expect to effortlessly find a phone number or click-to-call link for immediately contacting the company. (Source: How to Write a Great Mobile Ad, October 4, 2013 by Mateo Llinas).

a. Segment ads to specific customer groups in and around Ottawa with paid Facebook ads and Google Adwords. Creating ads using these two providers is neither expensive nor difficult. An investment between $5 and $10 a week would generate good returns in sales and conversions, both of which are eminently trackable to analyze progress over a short period of time, say two months.

i.         18-25 group

Fresh and funky doughnuts	Company name/logo
Call 613-123-4567 to order

ii.         26-45 group

Doughnuts of the Day	Company name/logo
Call us 613-123-4567

b. Target users by location with push notifications on Facebook and near field communications.
Between 5 and 7 p.m. (which is the shop’s closing time). The aim of this specific ad is to offer the day’s remaining doughnuts at a discount and wipe out the day’s fresh inventory

Happy Hour Doughnuts	Company name/logo
Call 613-123-4567 to order

3. Mobile solutions with SMS: Partners for Distribution
Get a Rogers Small Business Advantage account for iPhone

A mobile outreach with SMS would be an ideal solution to send push notifications to an already loyal client base. Most mobile users view a text message within a few minutes of receiving one. SMS requires permission in advance, message content and frequency must be clearly defined and the client must have an opt-out that is simple to use. Two SMS options are available – subscription and “text to get” (a double opt in).

Mobile messaging strategy includes linking as many of these partners as possible:

• Rogers as the wireless service provider with their Small Business Advantage program
• CWTA – for compliance with its regulations.
• SMS cross platform apps to download – Facebook Messenger (free), Whatsapp ($0.99c) and Kik (free).
• There’s also the regular messaging feature that’s available on every smartphone. Shared data plans that carriers offer bundle unlimited text messages.
• Mobile number
• Customer ID
• email address
• website cookie
• Facebook fan
• Twitter follower
• Loyalty member
• Store purchaser
• Reviewer

4. Setting up a mobile store on Shopify
The family owned business is small and does not have a mobile presence. So Shopify would work well with this business for its very local m-commerce needs.

Steps.
–       Download Shopify app – it’s free
–       Follow steps online (www.shopify.com) that do not require any technical knowledge
–       A 14-day free trial prior to a basic features offering of $29/month would be sufficient for the size of this small business
–       Step-by-step approach: Name the store, upload products (text and images), choose a free theme design, add apps like “Product Reviews”.
–       The Shopping Cart is a secure feature, and for this business the plethora of 50 payment options is unnecessary; a few common credit card options, PayPal and debit cards will be more than sufficient. Offline payment is also an option under “Offline & Custom Payment Methods”.
–       Enter the tax rates under “Regions & Taxes”
–       After completing these 7 basic steps, the business is ready to launch its online store.
–       Shopify rates are very reasonable, however it changes a percentage of transaction fees for merchants who sign up for their Basic plan.
–       Shopify has its own app store, so if needed, subscribe. The app to have “Product Reviews” is a good one to install.

Shopify has a clean interface and is easy and safe to use. One drawback is that it is not cross platform and uses iOS.