Mobile to comprise half of social spending by 2018 in new BIA/Kelsey report

According to this new report, (reported first in fierceCMO) mobile will account for a majority of spending on social advertising in the U.S. by 2017, reaching $7.6 billion, and surpassing spending on desktop a scant year later.

BIA/Kelsey said the spike can be attributed to Facebook and Twitter’s growing mobile business combined with the rise of native advertising.

Which is precisely what my clients have been doing recently on social and doing really well with it in the UK.

Meanwhile according to futurologists at BIA, in the “U.S. native social advertising, spurred primarily by Facebook’s News Feed ads and Twitter’s Promoted Tweets, will surge to $9.4 billion in 2018, up from $1.8 billion in 2013. In 2015, BIA/Kelsey said it expects native social advertising to eclipse social display for the first time.

“We were initially skeptical about the social-mobile market’s ability to capture optimal wallet share because of mobile’s limitations, such as smaller screen size, limited ad inventory and static creative,” said Jed Williams, VP of consulting at BIA/Kelsey. “Over the past years, however, Facebook, Twitter and other networks have generated dramatic revenue growth, primarily as a function of mobile ad acceleration and largely through natively integrated mobile ad formats. We expect this growth to continue throughout the forecast period.”

Meanwhile, BIA/Kelsey projected that total U.S. social media advertising revenues will grow from $5.1 billion in 2013 to $15 billion in 2018. This year represents the greatest year-over-year jump in social media ad revenues, growing to $8.4 billion in 2014, largely because of increases in mobile and native advertising, BIA/Kelsey said.

Now I am not one to preach (hmmm actually I am) but about 3 years ago (almost to the day) I blogged about LO SO MO PHO marketing (which was to become SoLoMo) and it looks like to me that the promised advertising revolution is just aruond the corner.
Was I only three years too early 😉
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Why is facebook’s move such a BIG deal

Yesterday whilst I was doing a talk about mobile marketing and social media with #fasterclass (sponsored by Justaxi and UKFast) something happened. Mark Zuck from that little company called Facebook did something rather special. 

But apparently not very many people noticed. 

Mark Zuckerberg started off by saying that “this is going to be a different kind of F8,” and by different he meant no major product releases or changes in direction. Instead, he emphasized that they were now focusing on building a stable mobile platform that would allow developers to build, grow, and monetize their apps.

For people in that community – i.e. use app developers and marketing peeps – this news is really rather large. There are three main bits I think for us all at ideas like Justaxi – Manchester’s Taxi Comparison App. 

Launch of Official Mobile Ad Network

Facebook Product Management Director Deb Liu took the stage at F8 to announce the official launch of Audience Network. With over 1 million advertisers using Facebook, mobile making up 59% of the companies revenue, and over 50% of Facebook users only using the Facebook mobile app, many saw this coming.

The tool will allow advertisers to easily place ads into third-party apps and with a streamlined experience.

Zuckerberg said: “We’ve done a lot of work already in the past years to help you build and grow your apps. This is really the first time that we are going to help you monetize on mobile.”

This is one of the reasons I bought Facebook shares with EToro just before the announcement 🙂 I personally think Facebook are about to move into something really very very profitable. 

Cross-platform tool: Applinks

Some new tools were revealed that will make life much easier for developers as well. One I really liked is “Applinks” which allows developers to link to other apps with just a few lines of code.

Essentially this means that apps will no longer have to be treated like stand alone silos with users having to navigate out of them to find other apps. With just a few lines of code, developers can insert links to other apps in their own, allowing for users to switch back an forth at will.

For instance you could be in your Gmail App but flip over to Soundcloud to change a song and flip right back via a convenient “return to” banner at the top of your screen – all without having to open up a browser or new window to complete the action. This seamless lateral movement for users combined with the ease with which developers can now implement it makes it a win/win for everybody.

I think this means that apps will start to become more and more like the web and so hyperlinking will become the norm – between apps and experiences. Which for us at Justaxi.co.uk could be a HUGE thing if we start partnering with people like YELP. 

Commitment to Mobile

Facebook also unveiled three new features to help support mobile applications.

Send to Mobile is a feature that allows desk top apps to easily send a reminder to the user’s device and prompt them to install it there. So instead of the user having to first remember the app, then second, go on a quest in the Play store to find an app, they can simply tap it in their reminders to have it installed.

The Mobile Like Button is a can’t miss, light weight version of the old Like button we’ve all come to know and love. This optimized Like button makes it easier than ever for the mobile user to engage with mobile content. User familiarity with the Like button along with the growing user base on mobile made this addition a no-brainer.

The Message Dialog allows the mobile user to easily be very selective about who they are sharing content with. In essence, the message dialog takes on the role of a private share button, allowing you to share content privately with whomever you want to message.

Over all a very happy day for developers and Facebook. Hat’s off to you Mark Z. 

As for the new analytics in Parse – as soon as our tech guys at Justaxi.co.uk Manchester’s best taxi booking app – have had a look I will report on that too. 

Yesmail Interactive finds out that ‘shock horror’ almost half of B2B emails opened on a mobile device

Almost half of all B2B emails are now being opened with a mobile device, according to a new quarterly report from Yesmail Interactive.

“Interaction with email on a mobile device continues to trend upwards,” the report said. “While many have projected that mobile adoption is reaching the point of saturation, and is thus slowing its growth, the trending data available from the last three quarters of 2013 would suggest otherwise.”

The report, “Email Marketing Compass,” based on 6.4 billion emails sent in the fourth quarter, found that 48.3 percent of all B2B email opens occurred on a mobile device in the fourth quarter, up from 45.9 percent in the previous quarter. Overall, 55.0 percent of email opens happened on a mobile device, representing a 13.0 percent increase in mobile opens between June and December 2013.

Yesmail’s report also found that the increase in B2B mobile opens and clicks is coming at the expense of the desktop. In the fourth quarter, 53.0 percent of B2B emails were viewed on a mobile device only, up from 50.3 percent in the previous quarter. Meanwhile, 46.0 percent of B2B emails were viewed on a desktop only, down from 47.6 percent in the previous quarter.

Additionally, the number of people in the B2B sector who use both mobile and desktops to view email is declining rapidly, according to the report. In the fourth quarter, 1.0 percent of B2B emails were viewed on both mobile and desktops, down from 2.1 percent in the previous quarter.

“While the fact that mobile opens and clicks continue to rise at a consistent pace is not surprising, it is compelling to know that email subscribers are now more likely to view emails exclusively on their mobile devices,” the report said. “In only 6 months, the number of mobile-only email viewers has increased at a rate, almost inversely proportional to the decline of hybrid viewership over the same period.”

So it’s not really a surprise – what surprises me is how many people still send long eshots that haven’t been designed mobile first.

All our customer facing emails at Justaxi – Manchester taxi fare comparison app – have to be mobile first. As we are as a company. But I suppose we are a mobile app after all and B2C….. 🙂  

How do you lower the CPA by 100% but still get a 500% increase in marketing ROI? Maybe… Growth Hack.

This is a great blog about how you can grow your start up. It’s very relevant for me as just starting work for JusTaxi a mobile app start up that get the best price for taxi’s in Manchester, as they needed a 100% decrease in their cost per acquisition and a 500% increase in the number of downloads they were getting.

For the record, in our new app download for getting the best taxi price in Manchester, we are using one of the techniques below. You will have to download the JusTaxi app yourself, to find out which one.

As The Next Web report – “Startups are a special breed of companies when it comes to marketing. If a big corporation is pushing a new product, you might expect them to take out TV ads, online ads, maybe hire a PR agency and set up big distribution partnerships.

Most startups however, don’t have the kind of money required to do that. So what do startups do? Rely on cheaper forms of marketing: Blogging, email, viral tactics etc.”

As a start up business advertising and a specialist in digital guerrilla marketing for over 10 years I have been teaching start ups some of these low cost high impact marketing tactics. But you will be amazed how many still are not used effectively.

The Next Web take this idea of effectiveness even further with ‘Growth Hacks’ (itsefl a clever way of rebranding an old terminology – which IS  another #greatmarketing tactic)

“Growth hacks are clever marketing tricks used by startups in order to get more users (often for free or very little cost). Sometimes they are simple, sometimes they are quite technical – but what they have in common is that they can be highly effective.

Here are five of the most famous growth hacks of all time.

1. The Little Bighorn

What is this? If your target market is difficult to reach, instead of tackling it head on, go after an adjacent market in order to stimulate demand.

Why do I know this? This tactic was made famous by Facebook.

Back when Facebook was still just for schools, some schools already had their own social networks. Instead of trying to market directly to students at those schools (“but we already have a social network!”) Facebook targeted schools in the vicinity, which would inevitably be home to friends of the target school’s students.

Once all your friends were on Facebook and you’re the last one left standing… it’s kind of hard to say no!

Why does it work? Joining something because your friends are on it or because they said it’s cool is called “social proof.” Social proof is one of the most powerful elemental forces of the internet, at your disposal. Use it wisely!

2. The Waiting List

What is this? Instead of letting users sign up and start using your service immediately, put them into a waiting list which you slowly work through.

Why do I know this? This tactic was made famous by Mailbox. After downloading the Mailbox app you’d be told exactly which number you were in the queue (inevitably some crazy high number).

Why does it work? It’s another form of social proof, that lots of other people are waiting to “try” an app. Mailbox was lucky in that this growth hack generated the company a lot of press and a cult of followers. It must have done something right because even before officially launching, Mailbox was acquired by Dropbox for an alleged $100 million.

3. The Cross Post

What is this? A feature on your app allows a user to post to one of their existing social networks, usually with a line that credits your app in some way. For example, perhaps announcing to the world how you “Just saved money with JusTaxi – the free taxi fare comparison app

Why do I know this? Airbnb and Instagram popularised this growth hack.

Airbnb had an early feature that allowed users to post their listings to Craigslist, taking advantage of Craiglist’s massive scale. Instagram encouraged users to post to Twitter and Facebook by making cross-posting a big part of the user journey when uploading a photo.

Why does it work? Getting your app’s content posted through a major distribution channel exposes more people to your app and results in more users trying your app out. Instagram ended up disrupting Facebook’s own photo sharing feature so much that Facebook acquired them for $1 billion.

4. The By The Way

What is this? Probably all over your site and blog you’ve got pages branded with your name and logo. That makes sense. But take it one step further and put the same thing at the bottom of content your users create.

Why do I know this? This tactic was made famous by Hotmail.

At the bottom of every email Hotmail sent out was a message saying “get your free email account now!” At a time in history where people were paying their ISPs for email accounts, Hotmail’s offer was an attractive one.

Why does it work? You are getting your users to advertise your service for you to their friends. And the best part? It scales infinitely and doesn’t cost you anything.

5. The Back Scratch

What is this? Incentivise users to invite their friends by offering a 2-way reward. A reward for the friend who gets invited, and a reward for the person who did the inviting. I think we will have to do this with Justaxi – perhaps giving people points or money off when they post on Facebook – what do you think?

Why do I know this? PayPal famously offered a $20 2-way reward in their early stages of growth. If you successfully referred a friend you would get $10 and your friend would get $10.

PayPal grew to tens of millions of users before ending this promotion, but you can probably name at least three companies off the top of your head that offer something similar.

Why does it work? Users like free money, whodathunk!

Of course, this growth hack is expensive to pull off. But compared to other paid acquisition channels such as PPC, a referral program like this can require less ongoing maintenance and result in more high quality users.”

It’s interesting to see this – as before I came to the company as marketing manager – Justaxi tried to use a printed press advertising campaign with a promo code – and very very few people used it. To be honest with you I know why and it is not a mistake we will make again. We are now advertising through twitter and mobile, for our geo location taxi comparison app for Manchester, sometimes with a promotion code, and guess what our cost per acquisition has come down 500% …. now next I have to get our downloads up by the same percentage. Nobody said it be easy!

But I think that perhaps with a cunning cross post – coming from inside the app – we may have a chance.

 

And perhaps if we had on Jon Yongfook (the guy who wrote most of this article) as our mentor – as he is a serial entrepreneur based in Asia. He started and sold a popular recipe portal, and now runs a virtual assistant software company. He mentors young startups at Singapore Management University and True Incube Thailand, a 500 Startups Partner.

Mobile spending expected to be up almost 40% this year

Worldwide mobile spending is expected to hit $18.0 billion this year, up from $13.1 billion last year, according to research firm Gartner Inc. By 2017, the market will reach $41.9 billion.

While video shows the most growth because of widespread adoption of tablets, display will rake in the most mobile revenue.

However, even though advertisers’ enthusiasm for the medium will continue to skyrocket, mobile growth will start to slow down in the coming years.

“Over the next few years, growth in mobile advertising spending will slow due to ad space inventory supply growing faster than demand, as the number of mobile websites and applications increases faster than brands request ad space on mobile device screens,” said Stephanie Baghdassarian, research director at Gartner, in a statement. “However, from 2015 to 2017, growth will be fueled by improved market conditions, such as provider consolidation, measurement standardization and new targeting technologies, along with a sustained interest in the mobile medium from advertisers.”

The growing popularity of the mobile Web will cause the market to shift from in-app display to Web display. However, this shift is happening slower than Gartner predicted because the use of HTML5 tools in mobile website development is “taking longer to impact the market.” In addition, increased use of location data gathered from mobile users will boost the search and mapping categories.

Which is rather good news for the new company I am working for as JusTaxi is a geo location using mobile app that helps people get the best price for the taxi they book.

Mobile marketing – more powerful than perhaps we would like to imagine…. but first…

Did you know that a lot of research is showing that tapping on the screen of the smartphone is just as addictive as the gesture of smoking. Which in a way explains A LOT of my behaviour… 

But is your marketing as addictive? More importantly is your marketing mobile….?

Some great mobile marketing stats… the whole piece being written by my pals at Appscend 

  • 80% of the time, app usage is higher than mobile browser usage.
  • 72% of people use the Internet on their smartphones daily.
  • 54% of people with mobile phones own smartphones.
  •  67% of people use their smartphones to go online and browse even when they are at home and they could just as easily do so on the PC or they could turn on the TV.
  • 51% of women spend time on the Internet on their phones daily, compared to 43% of men.
  • 45% of the people browsing through products are doing research and comparing prices.
  • 34% of the people browsing end up buying something.
  • 30% go online on their phones while at work.
  • 26% of the time spent online on the mobile phone is dedicated to social networks.
  • 17% use mobile Internet while dining out.

Yesterday I did a workshop for students on social and mobile marketing and was amazed when around 90% of them said that their mobile was within arms reach 100% of the time including when they slept…. I was amazed it wasn’t 100% 😉 

You really cannot under estimate the power of mobile. 

But is this new move into mobile a good thing? A great thing for marketing might not be a good thing for us all says http://www.slideshare.net/gleonhard – worth a think about… 

Highlights of the Pew Internet Project’s research related to mobile technology.

Some great facts and stats by Joanna Brenner

Highlights of the Pew Internet Project’s research related to mobile technology.

As of May 2013:

  • 91% of American adults have a cell phone
  • 56% of American adults have a smartphone
  • 28% of cell owners own an Android; 25% own an iPhone; 4% own a Blackberry

As of September 2013:

  • 24% of Americans ages 16 and older own an e-reader
  • 35% of Americans ages 16 and older own a tablet computer

For more information on e-readers, tablets, and libraries in the digital age, please visit the new section of our website: libraries.pewinternet.org.

Gadget ownership

A spreadsheet of the above data is available for download here. Please visit this report for more updated info on smartphone ownership. Please visit this blog post for more updated info on overall cell ownership.

67% of cell owners find themselves checking their phone for messages, alerts, or calls — even when they don’t notice their phone ringing or vibrating.

44% of cell owners have slept with their phone next to their bed because they wanted to make sure they didn’t miss any calls, text messages, or other updates during the night.

29% of cell owners describe their cell phone as “something they can’t imagine living without.”

(Above info based on April 2012 data found in this report.)

The demographic breakdown of cell and smartphone owners (May 2013):

Cell and smartphone ownership demographics

 

Cell internet access:

As of May 2013, 63% of adult cell owners use their phones to go online.

34% of cell internet users go online mostly using their phones, and not using some other device such as a desktop or laptop computer.

For more specific information on cell internet access, visit our recent report.

How Americans use their cell phones (activities):

Cell phone activties

See: http://pewinternet.org/Reports/2013/Cell-Activities.aspx

Location:

74% of adult smartphone owners ages 18 and older say they use their phone to get directions or other information based on their current location.

Among adult social media users ages 18 and older, 30% say that at least one of their accounts is currently set up to include their location in their posts.

12% of adult smartphone owners say they use a geosocial service to “check in” to certain locations or share their location with friends, down from 18% in early 2012.

  • Among these geosocial service users, 39% say they check into places on Facebook, 18% say they use Foursquare, and 14% say they use Google Plus, among other services.

Mobile phone problems:

In April 2012, we found:

  • 72% of cell owners experience dropped calls at least occasionally. Some 32% of cell owners say they encounter this problem at least a few times a week or more frequently than that.
  • 68% of cell owners receive unwanted sales or marketing calls at one time or another. And 25% of cell owners encounter this problem at least a few times a week or more frequently.

Some 79% of cell phone owners say they use text messaging on their cells. We asked them if they got spam or unwanted texts:

  • 69% of those who are texters say they get unwanted spam or text messages. Of those texters, 25% face problems with spam/unwanted texts at least weekly.

Some 55% of cell phone owners say they use their phones to go online— to browse the internet, exchange emails, or download apps. We asked them if they experience slow download speeds that prevent things from loading as quickly as they would like:

  • 77% of cell internet users say they experience slow download speeds that prevent things from loading as quickly as they would like. Of those cell internet users, 46% face slow download speeds weekly or more frequently.

“Just in time” information:

An April 2012 survey finds that some 70% of all cell phone owners and 86% of smartphone owners have used their phones in the previous 30 days to perform at least one of the following activities:

  • Coordinate a meeting or get-together — 41% of cell phone owners have done this in the past 30 days.
  • Solve an unexpected problem that they or someone else had encountered — 35% have used their phones to do this in the past 30 days.
  • Decide whether to visit a business, such as a restaurant — 30% have used their phone to do this in the past 30 days.
  • Find information to help settle an argument they were having — 27% haveused their phone to get information for that reason in the past 30 days.
  • Look up a score of a sporting event — 23% have used their phone to do that in the past 30 days.
  • Get up-to-the-minute traffic or public transit information to find the fastest way to get somewhere — 20% have used their phone to get that kind of information in the past 30 days.
  • Get help in an emergency situation — 19% have used their phone to do that in the past 30 days.

Overall, these “just-in-time” cell users—defined as anyone who has done one or more of the above activities using their phone in the preceding 30 days—amount to 62% of the entire adult population. (See Just-in-time Information through Mobile Connections.)

9% of adults have texted a charitable donation from their mobile phone. Mobile giving played an especially prominent role during the aftermath of the January 2010 Haiti earthquake, as individual donors contributed an estimated $43 million to the assistance and reconstruction efforts using the text messaging feature on their cell phones:

  • The first-ever, in-depth study on mobile donors — which analyzed the “Text to Haiti” campaign after the 2010 earthquake — finds that these contributions were often spur-of-the-moment decisions that spread virally through friend networks.
  • 74% of Haiti text donors say that their donation to the Haiti earthquake relief was the first time they had used their phone’s text messaging function to make a donation to an event, cause or organization.
  • 22% had texted a donation of some kind prior to their contribution to Haiti earthquake relief

You can find more information in our report, Real Time Charitable Giving.

The rise of the east – and of the hardcore mobile gamer….

Many things can be learnt from looking east.

One thing I truly believe is the future for mobile gaming.

 

And in this regard the following lady is a bit of a pin up of mine. Just as GungHo is a poster child of mine company wise.  But it looks like now Hoolai could be up there too.

This interview is with Xiang Lin – who wonderfully says – its better good than lucky in mobile gaming. Whilst she chats about the “Rapid Growth on the Cutting Edge”

“With the rapid growth of the mobile internet, mobile gaming is a sector everyone is watching intently,” Lin said. “Even celebrities are signing their names off on branded mobile games these days.”

(Dan adds – this is where I truly see a huge opportunity if we can bring down the costs of developing games – branded mobile games being a little like website were 10 years ago – not quite wordpress and free – but not costing £2000 to produce to a high quality.)

Lin was attracted to the mobile business when she recognized that it was a business model ripe for innovation, especially in China. She had her pick of mobile Internet startup opportunities, but decided to join Hoolai in June 2011.

“If you enjoy riding wave after wave in a fast-paced industry, games are where you want to be,” Lin said.

“Three Kingdoms” Kills It

When she joined Hoolai, it was a company of 80 people. Later that year, the company was propelled from small game studio to a “real” game company, when Hoolai’s Three Kingdoms became the top grossing Chinese iOS app that same year. A year and a half after that, Hoolai now has more than 600 employees.

Three Kingdoms

Three Kingdoms became the top grossing Chinese iOS app the year Xiang Lin joined the company.

“You can never get bored with an industry when innovations in gaming are announced on a near daily basis,” Lin said. “And, of course, Hoolai’s continued growth helps.”

Avoiding the One-Hit Wonder

Lin firmly believes that the mark of a successful studio is avoiding becoming the dreaded one-hit wonder. Hoolai may have seemed to be this when it became the #1 social game on Tencent’s Open Platform, and then Hoolai followed up Three Kingdoms on Tencent’s Open Platform with its iOS app. It became the top grossing iOS app in China, and Hoolai soon proved its staying power. The next hit for the company, War of Immortals, reached the top of Tencent’s Open Platform; it remains one of the top three on the charts. This success has now been followed by the launch of an Android version.

War of Immortals

War of Immortals reached the top of Tencent’s Open Platform.

The Secret…

“The way to work through challenges,” Lin tells us, “is to listen to your fans.” Though it may seem obvious, it is important to reach out to the fans that are willing to contribute to the vision of the game. Gamers regularly discover strengths and weaknesses in a game that the developers had never thought of. They will let you know what type of content they would like to see in the next iteration, or they will tell you why they like one game over another.

Lin believes we are already seeing hints of the future with smartphones giving consoles serious competition; PC may not be far behind. With the portability of mobile devices and the advances in new hardware technology, the mobile platform is the developer’s opportunity for experimentation. It provides breathing room for developers to exercise their creativity.

Hoolai Wall Art

Creativity blossoms at Hoolai.

Anticiptating the Mobile Hardcore Gamer

“The latest advances in auxiliary device inputs — such as Apple’s support for game controller technology in iOS 7 — and touch screen interactions are allowing mobile hardware and software to catch up to the developer’s fantasies of PC quality graphics and immersive mobile game experience,” Lin said. “Expect to see more hard core gamers picking up a smartphone, which may contribute to mobile gaming revenue rivaling console gaming revenue in the future.”

Amen to that – the rise of the hardcore mobile gamer – I can see it already.

In case you didnt know – Google kicks ass for downloads but Apple cleans up with the cash.

Having worked for a mobile game developer and produced a couple of ideas myself I know that getting the game made is only half the problem – the real issue is downloads and making money from it all. Do you go freemium or premium ? And which is the better of the two houses? 

Gryffindor and Slytherin.

Or Google and Apple.

Google Play may have dethroned Apple’s  App Store in terms of downloads, but developers focused on monetization may want to stick with iOS, based on the App Annie Market Index Q2 2013.

Released last week, the report examines downloads and revenues across stores, countries and app categories.

  • Though Google Play had more downloads, the iOS App Store still generated 2.3 times the revenue
  • Games accounted for 80 percent of revenue for Google Play and 75 percent of revenue for Apple’s App Store
  • 40 percent of all Apple App Store downloads came from the United States or China
  • The combined downloads for the United States, South Korea and emerging markets comprised over one-third of the total Google Play downloads
  • 40 percent of downloads in both Apple’s App Store and Google Play were gaming apps

The App Annie Market Index Q2 2013 showed the iOS App Store has a revenue lead over Google Play.

“Android’s open platform has given Google Play a very strong position in (emerging) markets because cell phone manufacturers like Samsung, Nokia, HTC and LG are offering cheaper handsets and already have established distribution channels to market and sell their products,” the report said.

Put aside the war between Apple and Google for a moment: This is really about the power of key app categories and how developers could generate more money from them. For example, App Annie noted that while gaming continues to reign supreme, secondary categories like social networking saw impressive growth in Q2, surging past productivity apps in terms of revenue on iOS. That revenue bump was not accompanied by a corresponding rise in downloads, however.

That means smart developers are probably using a mix of in-app advertising, in-app purchasing and perhaps even testing out paid downloads as a means of increasing their share of consumers’ wallets among their established base of users. Not a bad model to follow, whether you’re targeting iOS or Google Play.

Amen to that and something we started doing at Dojit – but are their even better ways to make money from mobile – is it really the ads or something deeper?
 

Is Miss MM (Marissa Mayers) buying for talent or buying for fun?

It may not sound like a serious question but it is one with a serious answer and one that could show us all where the internet (and commerce) with it is going.

As no matter what you say large companies don’t get rid of billions of pounds or dollars without good reason (ok HP could be an exception, and for the record they bought into an area of growth, just perhaps the wrong company or the right company at the wrong time.) 

So it “could be” telling where they put their money. Yahoo under MM is going for location and mobile and a little bit of social too. And doing so relatively quickly and aggressively.

Not surprising as they got a LOT of catching up to do.

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