Julie Ask

Vice President, Principal Analyst

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Made-up Mobile Ad Network Numbers – Why?

Julie Ask August 7, 2009
Saw this article today in moco ranking mobile ad networks in the US. They published these numbers, but don't stand behind them – at least entirely. I'm interested in digging a bit deeper into the UV calculation. Millennial Media: 45.6 million AOL/Platform-A's Third Screen Media: 28.6 million AdMob: 25.7 million Microsoft's MSN Ad Network: 25.4 […]
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So… Why This Blog?

Julie Ask August 4, 2009
The views expressed on this website/weblog are mine alone and do not necessarily reflect the views of my employer, Forrester Research. I started this blog because I am passionate about how technology – specifically wireless – can impact businesses and how they engage with their customers. I worked as a management consultant for a number […]
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About

Julie Ask July 30, 2009
Julie is currently employed by Forrester Research where she is a Vice President and Principal Analyst. Her area of expertise lies primarily in telecommunications and consumer mobility more specifically. She is leveraging this expertise along with her experience in management consulting and engineering to guide clients in the development, evaluation and execution of their mobile […]
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Do you have a touch-friendly web site?

Julie Ask July 21, 2009
Met with an interesting company yesterday – Taptu. They offer a mobile search service/technology. They recently launched their iPhone application. They are in the process of indexing "touch-friendly" media. They estimate that there are about 40,000 touch-friendly web sites of which they have indexed more than 3 million pages with a goal much higher than […]
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Pizza Hut iPhone Application

Julie Ask July 20, 2009
I'm fascinated by this application on the iPhone. It is rich and entertaining. It makes ordering pizza fun. Includes a game. Includes coupons to motivate purchase – but they aren't pushed out via SMS to trigger the idea of pizza for lunch/dinner. Is it more marketing or commerce? The connected nature of the application allows […]
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Why bother with mobile if the experience is going to be so bad?

Julie Ask June 10, 2009
I was just looking at a receipt in an email update from B&H Photo in New York. They encouraged me to get an update of my order's status on my cell phone. So, I typed in a long order number and sent the message off to the short code 22634. I received an SMS back […]
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Is this your mobile strategy?

Julie Ask May 30, 2009
Many mobile strategies consist of a stand-alone iPhone application.  The iPhone platform is amazing, but with 35,000 applications it no longer offers the buzz or differentiation strategy many brands think it does. Mobile strategies must run deeper and go broader. Stand-alone iPhone applications remind me of something sitting in a fishbowl for all to see, but […]
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Climbing Out of Our Technology Silos – Good Acquires Intercasting

Julie Ask May 27, 2009
Good Technology acquired Intercasting today. In the press release they state the goal of integrated messaging. I think they picked up great talent, too. Shawn has been one of the real thought leaders in mobile and especially around mobile social networking. Handset manufacturers have been trying – and mostly without success so far – to […]
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Utilizing NFC – The Implementation Matters As Much If Not More Than The Technology

Julie Ask May 26, 2009
First, I do not attempt to "break" each new implementation of a technology. It simply happens because the implementation has not been thought through. Companies rolling out new services on mobile phones need to think through the user experience. With payments this is even more important. If customers don't feel comfortable with a process they've […]
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Nokia ‘ s Ovi Store – Good News for Consumers

Julie Ask May 26, 2009
Nokia announced this morning that their new Ovi store is "open for business" and that AT&T here in the States will join the growing list of carriers supporting Ovi. This is good news for consumers. Apple has done a wonderful job of educating American consumers about all the things a high end cell phone can […]
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Landline Disconnects – It’s Not Just Young Adults

Julie Ask May 26, 2009
We recently got our data back from our annual Benchmark survey of more than 60,000 adults in the US. The percentage who are disconnecting their home phone lines has grown tremendously. My hypothesis on most of these disconnects is that they are college students, kids just out of college sharing apartments, etc. When my mother […]
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Mobile Boarding Passes – My First Attempt in December 2008

Julie Ask May 26, 2009
My first attempt at using a mobile boarding pass was back in December 2008 with Continental Airlines. I was flying from Cleveland, OH to San Francisco, CA. I used a PC to log in and opted to use a mobile boarding pass rather than print a boarding pass. I used a URL sent to my […]
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Mobile Boarding Passes – Second Attempt in May 2009

Julie Ask May 26, 2009
First, there are several people using the mobile boarding pass – all carrying around thick, smartphone-esque devices with large color screens. Walked up to the TSA agent checking ID's. She had a machine. I just waved my cell phone in front of the scanner, and my information popped up on a single, monochrome text line. […]
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Mobile Coupons – Advertised on TV, Seriously

Julie Ask May 25, 2009
I was watching TV with my grandmother in Colo, IA (population is under 1000 people) last weekend when a locally made TV commercial came on TV advertising mobile coupons at the local grocer – Dahl's.  The channel was either ESPN or one of the local networks – I don't remember, but my grandmother only watches […]
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Apple Targets Small Business Owners

Julie Ask May 6, 2009
I was watching TV last night when one of Apple's iPhone commercials targeting a "persona" or segment came on TV. Love these commercials. Growing their user base requires them to move beyond early adopters. This one was targeting small business owners. They showed credit card processing (cool!), label printing (ok, that seems hard) and FedEx […]
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E*TRADE Releases iPhone Application Today

Julie Ask May 4, 2009
If you're looking for a best practice on developing mobile strategies, take a look at what E*TRADE is doing. They had a successful launch of an application for Blackberry devices last summer. They are following that today with the release of an application for the iPhone and iPod Touch. See their press release. They have […]
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Why SMS is Perfect Choice for Teen Sex Questions

Julie Ask May 2, 2009
I saw this article in the New York Times this morning about a program being run by Adolescent Pregnancy Prevention Campaign of North Carolina and based in Durham. A similar program exists in California. Great strategy for communicating with teenagers.  Here's why: – Cell phones are personal devices, and the majority of teens have them. […]
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Making Money on iPhone Applications (Stanza)

Julie Ask April 28, 2009
Ok, I admit that I used the word "iPhone" in the title to seek attention, but it is true. My first experiences with Stanza were on my iPhone. A friend suggested that I download the application. Free download. I often asked, "what is the business model?" Selling the technology is one possibility. The creators of […]
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One Billion Application Downloads

Julie Ask April 28, 2009
Last week, the number of downloads to Apple's iPhones and iPod Touches finally topped one billion. That is an impressive number coming from approximately 30 million devices in the market.  The word "iPhone" in the title of any newspaper article or otherwise turns heads and sells. I would offer, however, that the impact of the […]
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Mobile is Changing the Lives of Your Customers

Julie Ask April 25, 2009
Think back to mid-nineties. How many of you had cell phones? They were more of a luxury item for most of us. Towards the end of the nineties they became a nice-to-have. Now, if you walk out the door and you don't have your phone, you go back inside and get it. In the mean […]
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