Nueve grandes complementos para Skype – vía @muypymes


por Rodolfo de Juana

Image representing Skype as depicted in CrunchBase
Image via CrunchBase

Skype es una de las herramientas de referencia en el mundo de la videoconferencia, tanto a nivel usuario como en el ámbito profesional. A raíz de esta popularidad, terceras empresas han desarrollado un nutrido grupo de aplicaciones y complementos que prometen mejorar nuestra experiencia. Nosotros hemos rescatado nueve que no tardarás en utilizar. Leer más “Nueve grandes complementos para Skype – vía @muypymes”

Apple has released OS X 10.8.4 for Mac computers today – thnxz @TheNextWeb


Here’s some changes:

  • Compatibility improvements when connecting to certain enterprise Wi-Fi networks
  • Microsoft Exchange compatibility improvements in Calendar
  • A fix for an issue that prevented FaceTime calls to non-U.S. phone numbers
  • A fix for an issue that may prevent scheduled sleep after using Boot Camp
  • Improves VoiceOver compatibility with text in PDF documents
  • Includes Safari 6.0.5, which improves stability for some websites with chat features and games
  • A fix for an issue that may cause iMessages to display out of order in Messages

La evolución de Blackberry: del Z10, pasando por sus Inicios con el Blackberry 850


Blackberry tenía muchas esperanzas puestas en su nuevo sistema operativo, el BB10, y hace tiempo venía perdiendo participación en el mercado. Muchos habían vaticinado la desaparición de la empresa, antes conocida como RIM, para mediados de 2013. Sin embargo, todo parece indicar que si la compañía tenía un pie en la tumba ahora lo ha retirado.

El Reino Unido fue el primer mercado en el que se lanzó el Z10. Los resultados, según Stephen Bates -Director Ejecutivo de Blackberry Europa-, han “superado las expectativas” y se espera una repercusión similar en los siguientes mercados. Canadá es la próxima estación, luego vienen Alemania, Francia, Suiza, España y los Países Bajos.

La elección del Reino Unido como primer paso no ha sido casual, ese mercado siempre ha sido uno de los más fuertes para Blackberry, en especial entre los más jóvenes. Según el fabricante canadiense, los distribuidores han reportado el éxito en las ventas, pero también una saturación de sus servicios de call center con gente preguntando sobre detalles del dispositivo y como adquirirlo.

Uno de los problemas que atraviesa la empresa es la necesidad de un mayor soporte por parte de los desarrolladores independientes. Más aplicaciones suponen un entorno más favorable para los usuarios. Para eso la compañía ha ido desarrollando una política de seducción de desarrolladores, aunque sin resignar las exigencias de calidad y diseño. En este aspecto Blackberry parece haber avanzado bastante. Según Alec Saunders, Vicepresidente de Relaciones con Desarrolladores, el sistema operativo BB10 ha sido lanzado con un total de 70 mil aplicaciones compatibles y otras mil se suman cada día.

Además, la compañía está trabajando junto a Unity para que su numerosa comunidad de desarrolladores de juegos puedan crear para los dispositivos con el nuevo sistema operativo. De esta manera ambas empresas ganarían participación en el mercado. Mientras Blackberry se asegura que sus usuarios accedan a más entretenimiento, Unity consigue una ventaja estratégica en el acceso al nuevo sistema de Blackberry.

Al parecer los rumores sobre la muerte de Blackberry han sido ampliamente exagerados, salvo que los resultados en el Reino Unido prueben ser un enorme accidente. Lo que es indudable es que la nueva estrategia de captación de desarrolladores y una mayor oferta de aplicaciones de juegos será clave en el futuro del Z10 y los nuevos smartphones que lo sigan.

Fuentes: Techcrunch y DigitalSpy

El Blackberry Z10 no solo trae un nuevo sistema operativo, también acompaña una nueva estrategia y relación con los desarrolladores de aplicaciones.

  • Redes: GSM 850 / 900 / 1800 / 1900 – 3G HSDPA 850 / 900 / 1900 / 2100 – STL100-1 HSDPA 850 / 900 / 2100 – STL100-2 4G LTE 800 / 900 / 1800 / 2600 – STL100-2
  • Pantalla: 4.2” 1280 x 768 píxeles con 356 ppp
  • Procesador: Dual-core a 1.5 GHz
  • Sistema Operativo: BlackBerry 10
  • Cámara: 8 megapíxeles + LED Flash / Frontal 2MP
  • Vídeo: DivX/XviD/MP4/WMV/H.263/H.264 player – Grabación/Reproducción: 1080p
  • Audio: MP3/WMA/WAV/eAAC+/FlAC player
  • Conectividad: Wi-Fi 802.11 a/b/g/n, dual band, Bluetooth v4.0 con A2DP, LE
  • Puertos: microUSB, microHDMI
  • Sensores: Acelerómetro, Compás digital, Proximidad, Giroscopio
  • Memoria: 16GB, 2GB de RAM
  • MicroSD: hasta 64GB
  • Dimensiones: 130 x 65.6 x 9 mm
  • Batería: 1800 mAh

 

1Inicios, Blackberry 850

La evolución de Blackberry

DIALAPHONE.CO.UK
El primer dispositivo

El portal web xatakamovil señalan que fue el primero de la familia y que no era más que un «buscapersonas», «pager» también conocidos como «beeper». Tenía una resolución de 132 × 65 px y funcionaba por medio de tecnología inalámbrica. Este primer modelo fue lanzado 1999.Tenía un organizador, calendario, correo electrónico y permitía enviar mensajes desde un «dispositivo pequeño y fácil de usar». Se realizaron versiones mejoradas de este «beeper» como los modelos 900, 950, 957 con mejor resolución y memoria Flash de 4MB.

2Blackberry «Quark»

La evolución de Blackberry
RIM

El Blackberry Quark fue una serie compuesta de los modelos (6210/6220/6230/6280) que fueron lanzados a partir de 2003 y fueron de los más populares entre los primeros dispositivos Blackberry. Tenían conexión USB que soportaba el almacenamiento masivo de data, teclado QWERTY de 34 teclas, memoria RAM de 16 MB y trabajaba con redes GSM900, GSM1900. Permitía en envío de SMS, e-mail, navegar por la web, y utilizar el Blackberry Messenger. La revista «Time» lo calificó en 2010 como uno de los 100 mejores «gadgets» de todos los tiempos. Leer más “La evolución de Blackberry: del Z10, pasando por sus Inicios con el Blackberry 850”

entrepreneur.com | Editors’ Picks


How to Be an Entrepreneur at Your Day Job
by Cristi Young | image credit: ShutterstockHow to Be an Entrepreneur at Your Day Job

As an entrepreneur, two things are probably true at some point in your career trajectory.

First, thinking like an entrepreneur is nearly impossible to turn off. If you’re driven to be a self-starter and creator, odds are that you’re constantly thinking and planning. Secondly, there will come a time — barring any unforeseen angel investors or trust funds — that you’ll need to take a job before fully branching out on your own.

Although startup costs vary, launching your own vision does come as some price, which means many budding entrepreneurs find themselves working a day job — planning for their dreams while feeling chained to a desk.

Read more »

______________________________________________________________

Stressed Out? Relax With These 5 Free Apps
by Cynthia Boris |image credit: Shutterstock

While technology is supposed to make our lives easier, it has also left many of us feeling more stressed. We have emails rolling in at all times, phone calls in the car and, thanks to Wi-Fi, we can conduct business almost anytime from anywhere. The workday never seems to end — and that’s not healthy.Stressed Out Relax With These 5 Free Apps

It may be impossible to unplug your life, so try these five, free apps for your iPhone, iPad or Android phone to help relieve stress:

1. Breathe2Relax: This simple app guides you through a series of deep, controlled breathing exercises that can relieve stress and leave you feeling more energized. Breathe2Relax uses a combination of visual and audio cues to slow your breathing rhythm while soft music plays in the background. The app allows you to adjust the inhale and exhale length, as well as the number of cycles.

Read more »

iSmartGate las nuevas llaves del garaje | via genbeta.com


 

genbeta.com

Hay dos tipos de iSmartGate Device: Ethernet y WiFi. En ambos casos basta con conectar el panel de control de la puerta del garaje al iSmartGate Device, configurar los datos de acceso (login y password) y añadir el dispositivo a nuestra red local (con cable si tenemos el router cerca y optamos por Ethernet o vía WiFi, más cómodo si cabe). Si configuramos varias puertas, cada una de ellas contará con sus propios datos de acceso que, además, podremos modificar desde el terminal móvil sin necesidad de usar un PC.


Vídeo | YouTube

La aplicación es muy sencilla…. Leer más “iSmartGate las nuevas llaves del garaje | via genbeta.com”

Parque temático israelí instala WiFi en burros


 

FayerWayer
burro

El parque temático Kfar Kedem en Israel busca recrear cómo era vivir en los tiempos bíblicos, cuando no había automóviles, ni teléfonos móviles ni tampoco WiFi. Sin embargo, Kfar Kedem sí tiene WiFi, para permitir que las personas que lo visiten puedan comentar su experiencia en Twitter o subir fotos de los tiempos bíblicos a Instagram, por ejemplo. Leer más “Parque temático israelí instala WiFi en burros”

The Butterfly effect: Why WiFi is a key driver of NFC | The Blue Butterfly Blog


The Blue Butterfly Blog | http://bluebutterfly.co.uk/blog/

Here at Blue Butterfly, we’re really excited about the applications of NFC and how the technology will transform users’ experience of shopping, socializing, and accessing information. We think our unique tap-to-WiFi app is a really big part of this, and so do Telefónica; that’s why they recently invested in us and gave us a new office space in central London to work on our product. Of course, NFC technology is relatively new and people are still getting to grips with what they can do with it. The great thing about our app though, is that it acts as an essential bridge between the offline world and the online world. At our meetings, we’ve talked about the how easy our app makes getting online at bars, cafés and other places that offer free WiFi, but that’s only the start. Here’s a few use cases that demonstrate why Blue Butterfly’s tap-to-WiFi app will have huge implications for a range of sectors.

In a café… 

This was the first case that we saw for our app when we had the idea. You walk into a high street café, tap your phone and you’re instantly connected to secure WiFi without entering a password or email address. But imagine this: you walk into a café, connect to WiFi and are presented with an menu of beverages; you order your coffee, just the way you like it, and skip the rush hour queue; your drink is paid for over the Internet with your mobile and you don’t need to hand the guy at the till your loyalty card because it’s stored on your phone. Even better, the next time you go in and tap into the WiFi, it remembers you and asks if you want your regular. This isn’t some futuristic fantasy, its possible right now with our technology.

At a Football match…

One of the great things about NFC chips is that there inexpensive, meaning they could easily be deployed on the back of every seat at a football stadium at minimal cost. Just a tap to the seat infront of you and your online and can enter instant-win competitions without doing so much as entering your name. Moreover, when you tap into the WiFi, a fan app launches inside the Blue Butterfly app, giving you access to all the info on the game – fouls, shots on target, substituions, player stats – and vote for the fans’ man of the match. Fans can open a localized microblog that allows them to communicate with everyone else in the stadium and engage into some top quality banter. As well as all this, in-seat gaming allows you to place bets during the game,
with live odds being delivered straight to your phone.

At a tube station…. Leer más “The Butterfly effect: Why WiFi is a key driver of NFC | The Blue Butterfly Blog”

How to Secure Your Wireless (Wi-Fi) Home Network

It will decrease your Internet access speed since you are now sharing the same internet connection with other users.
It can create a security hazard* as others may hack your computers and access your personal files through your own wireless network.
What do the bad guys use – This is a public database of default usernames and passwords of wireless routers, modems, switches and other networking equipment. For instance, anyone can easily make out from the database that the factory-default settings for Linksys equipment can be accessed by using admin for both username and password fields.

Step 3. Change your Network’s SSID name
The SSID (or Wireless Network Name) of your Wireless Router is usually pre-defined as “default” or is set as the brand name of the router (e.g., linksys). Although this will not make your network inherently* more secure, changing the SSID name of your network is a good idea as it will make it more obvious for others to know which network they are connecting to.

This setting is usually under the basic wireless settings in your router’s settings page. Once this is set, you will always be sure that you are connecting to the correct Wireless network even if there are multiple wireless networks in your area. Don’t use your name, home address or other personal information in the SSID name.


Via Scoop.ithuman being in – perfección

Learn how you can secure your wireless network fin simple steps. You can prevent hackers from intercepting your Wi-Fi network and also avoid casual users from using your wireless broadband connection.

This article describes how you can secure your Wireless Network from hackers and you’ll also learn about free tools that people generally use to intercept your Wi-Fi signals.
Wireless Networking (Wi-Fi) has made it so easy for you to use the computer, portable media player, mobile phones, video game consoles, and other wireless devices anywhere in the house without the clutter of cables. Leer más “How to Secure Your Wireless (Wi-Fi) Home Network”

The continual abuse of QR codes must stop | (I’dont think about mentioned down), gabrielcatalano

Marketers are abusing quick response (QR) codes left, right and centre. Examples are rife: take QR codes in the London Underground, where people have no 3G or Wi-Fi signal, or worse still, QR codes on gravestones, scarves (inane), or on billboards that no one can actually scan without climbing over a motorway. These are all examples of marketers fundamentally misunderstanding consumer behaviour.

The #QRFail in the London Underground mentioned above should not be confused with the dazzling use of QR in Seoul’s underground train platforms where Tesco put virtual shop shelves along the passenger platforms for busy consumers to shop using smart phones. The difference between Seoul and London is that consumers in the former had ubiquitous Wi-Fi access in the underground, where in the latter they were stranded without connection.


Version 1 QR code example

http://www.wired.co.uk
This is a guest post by Deaglan MacFarland, a Digital Strategic Planner at multi-channel communications agency The Blue Hive. You can follow MacFarland on Twitter @DMacFarland

Marketers are abusing quick response (QR) codes left, right and centre. Examples are rife: take QR codes in the London Underground, where people have no 3G or Wi-Fi signal, or worse still, QR codes on gravestonesscarves (inane), or on billboards that no one can actually scan without climbing over a motorway. These are all examples of marketers fundamentally misunderstanding consumer behaviour.

The #QRFail in the London Underground mentioned above should not be confused with the dazzling use of QR in Seoul‘s underground train platforms where Tesco put virtual shop shelves along the passenger platforms for busy consumers to shop using smart phones. The difference between Seoul and London is that consumers in the former had ubiquitous Wi-Fi access in the underground, where in the latter they were stranded without connection. Leer más “The continual abuse of QR codes must stop | (I’dont think about mentioned down), gabrielcatalano”

De indigente a “punto” Wi-Fi: la publicidad lo hace todo posible

Esta semana se está celebrando laSXSW, la conferencia anual de tecnología que acaba de empezar en Austin. Con motivo del gran evento, 13 personas sin techo deambulan alrededor del centro de conferencias con camisetas blancas que dicen “yo soy _____, un punto de acceso 4G”. Cada uno lleva un dispositivo de conexión inalámbrica a internet y, por una donación de PayPal, proporcionará a los asistentes acceso a internet durante el tiempo que necesiten, según informaBuzzfeed.com.

Los diez hombres son parte de una campaña de publicidad que recibe el nombre de “Homeless Hotspots”, elaborada por la empresa de marketing BBH. Las críticas a la iniciativa no se han hecho esperar pero desde BBH, defienden su campaña y niegan que vean a las personas sin hogar como mero hardware…


marketingdirecto.com

Esta semana se está celebrando laSXSW, la conferencia anual de tecnología que acaba de empezar en Austin. Con motivo del gran evento, 13 personas sin techo deambulan alrededor del centro de conferencias con camisetas blancas que dicen “yo soy _____, un punto de acceso 4G”. Cada uno lleva un dispositivo de conexión inalámbrica a internet y, por una donación de PayPal, proporcionará a los asistentes acceso a internet durante el tiempo que necesiten, según informaBuzzfeed.com.

Los diez hombres son parte de una campaña de publicidad que recibe el nombre de “Homeless Hotspots”, elaborada por la empresa de marketing BBH. Las críticas a la iniciativa no se han hecho esperar pero desde BBH, defienden su campaña y niegan que vean a las personas sin hogar como mero hardwareLeer más “De indigente a “punto” Wi-Fi: la publicidad lo hace todo posible”

Fujitsu presenta sus terminales impermeables y Gorilla Glass #mwc12


 | http://www.android.es

Fujitsu waterproof

Fujitsu sorprende a todos en este MWC presentando los que podríamos denominar como los dispositivos “más frescos” del MWC. Y es que en Japón han debido de ver que el mercado de los teléfonos y tablets sumergibles es un terreno aún por explotar.

En su división smartphonenos traen:

F-07D

Fujitsu F07D

  • Procesador de doble núcleo Qualcomm MSM8255 a 1.4 GHz
  • Pantalla AMOLED de 4″ y resolución WVGA (480×800 píxeles)
  • Protección Corning Gorilla Glass
  • Cámara de 5.1 MPx
  • 1 GB de almacenamiento interno más una ranura para microSD hasta 32 GB
  • Batería de 1400 mAh
  • Tamaño: 64 x 126 x 6.7 mm
  • Peso: 105 gramos
  • Conectividad WiFi 802.11b/g/n y Bluetooth 2.1
  • Sistema operativo Android 2.3 Gingerbread
  • Resistente al agua

LTE F-05D

Fujitsu F-05D

  • Procesador de doble núcleo Texas Instruments OMAP4 430 a 1.2 GHz
  • Pantalla de 4″ y resolución HD (1280×720 píxeles)
  • Protección Corning Gorilla Glass
  • Cámara trasera de 13.1 MPx y sensor SONY Exmor Milbeaut
  • Cámara frontal de 1.3 MPx
  • 8 GB de almacenamiento interno más una ranura para microSD hasta 32 GB
  • Batería de 1400 mAh
  • Tamaño: 129 x 64 x 9.8 mm
  • Peso: 124 gramos
  • Conectividad WiFi 802.11b/g/n, Bluetooth 2.1 y LTE
  • Sistema operativo Android 2.3 Gingerbread
  • Resistente al agua Leer más “Fujitsu presenta sus terminales impermeables y Gorilla Glass #mwc12”

Skype anuncia versión para Windows Phone y un nuevo récord, 34 millones usuarios conectados simultáneamente

Esto puede deberse a la serie de eventos que se han presentado este fin de semana…. desde el NASCAR- Daytona 500, la entrega de los Oscars, hasta el MWC que se sigue desarrollando. Skype pudo haber sido el medio escogido para comentar estos eventos entre familiares y amigos.

Y no olvidemos el anuncio de Skype en versión beta para el Windows Phone, extendiéndose con esto a la mayoría de los sistemas operativos móviles populares. Por el momento solo está disponible en inglés, pero ya puede realizarse su descarga desde la Marketplace.

Puedes ver en el video, el skype en funcionamiento en un dispositivo con Windows Phone.

Vía: Skype Blog


http://wwwhatsnew.com
Por 
Escrito el día 27/02/2012

Hace unos días, desde el blog de Skype anunciaban muy entusiasmados que tenían un nuevo récord de 32 millones de usuarios conectados simultáneamente. Hoy anuncian un nuevo hito en el servicio, ya que un nuevo récord habla de nada menos que unos 34 millones de usuarios conectados.

Esto puede deberse a la serie de eventos que se han presentado este fin de semana…. desde el NASCARDaytona 500, la entrega de los Oscars, hasta el MWC que se sigue desarrollando. Skype pudo haber sido el medio escogido para comentar estos eventos entre familiares y amigos. Leer más “Skype anuncia versión para Windows Phone y un nuevo récord, 34 millones usuarios conectados simultáneamente”

Google updates Docs for Android with realtime collaboration and a refined interface

Google has today announced an update to the Google Docs app for Android, bringing realtime collaboration tools, rich text editing and a refined interface.

With the new realtime tools, you can see editing from multiple invited participants happen live, just as it does in the regular version of Google Docs. This allows you to see people typing as they edit a document and follow along with their edits. You can also join in and begin editing right alongside them.


Screen Shot 2012-02-22 at 11.15.42 AM

Google has today announced an update to the Google Docs app for Android, bringing realtime collaboration tools, rich text editing and a refined interface.

With the new realtime tools, you can see editing from multiple invited participants happen live, just as it does in the regular version of Google Docs. This allows you to see people typing as they edit a document and follow along with their edits. You can also join in and begin editing right alongside them.

Google has also tweaked the interface… Leer más “Google updates Docs for Android with realtime collaboration and a refined interface”

From encryption to darknets: As governments snoop, activists fight back

In Iran, they would think about jamming as a first countermeasure.

In the wake of the Occupy protest movement in cities around the world, some online activists have gathered together to create The Darknet Projectand the Free Network Foundation, two rather quixotic attempts to re-engineer mesh networking to the point that it would encircle the globe and act as a giant encrypted network.

“With an ISP, the government can tell an ISP to cut that connection,” wrote a Reddit user named pomegranati in a recent post. “With a public network, especially if all the connections are anonymous, they won’t know where something is coming from or where something is going. They can track what’s happening, but they won’t be able to shut it down unless they go to every specific node and physically shut them down. Now, if the network is encrypted, then they won’t know what’s being sent.”

The problem for activists is that, just as in the mobile world, there are also real-world attacks that can compromise physical networks.

WiFi uses the same band of energy (2.4 GHz) that microwave ovens do, so getting a few people to stand on rooftops, Say Anything-style, would probably do much to disrupt any local mesh WiFi network within a radius of tens of meters.

“If you want to jam a wireless signal, you can just put a microwave on the roof and set it to full power,” Kaplan said. “In Iran, they would think about jamming as a first countermeasure, because it’s so extremely cheap.”

Plus, if the network is designed to have new nodes join easily, then it will be just as easy to add fake nodes, and to inject fake instructions into the network, confusing traffic or causing it to come to a halt entirely.

Doing the most good

Knowing how to use much of this technology at the level of detail required to stay reasonably safe is beyond most common users. For the majority of activists, properly vetted software and hardware protection of mobile phones and Internet connections may be too expensive or too complicated to set up and maintain properly.

But for those not well-versed in security, the hope for secure communications isn’t over. Some of the most dramatic worldwide gains come when the tech behemoths that we all rely on everyday start re-thinking their own approach to privacy.

“When Google turned on SSL by default, in January 2010, in one day that company did more to protect the privacy of activists than the rest of us have done since,” Chris Soghoian concluded.

“If Google encrypted the contents of your Android phone by default, that would provide a huge protection [for] people whose phones are stolen or are seized by the police. Those are the kind of protections that we need,” he added. “All these applications that people are creating, that activists are creating, and then abandoning six months after their funding runs out—those are just a waste of time. Those are never going to go anywhere and they’re never going to be used by anyone. We need technologies that can be used by millions of consumers, without playing with configuration options.”


By  | http://arstechnica.com
The Free Network Foundation has worldwide plans
The Free Network Foundation has worldwide plans

Darknets

Other projects have moved beyond mobile phones, trying to create new infrastructure that can be used by activists to spread an Internet connection across a wide area through either mesh networking or a related project spawned out of Anonymous and reddit, often referred to as a “darknet.”

For years, mesh networking projects have sprung up across the world as a way to share an Internet connection over a large geographic area. The idea is that each individual node can share data (including an Internet backhaul) with other local nodes, eventually cobbling together a much larger network.

Many community wireless projects got started in the early 2000s as a way to provide Internet access to underserved, and particularly rural communities. Since then, many have collapsed due to a corresponding rise in commercial Internet service, particularly 3G service provided via local mobile providers. Of the community WiFi networks that still operate, few are designed for encrypted, heavily secure communication. Activists instead are now trying to create community networks that are built from the ground up with security in mind.

Some have been more successful than others. Since 2003, for instance, the FunkFeuer network in Austria has worked on expanding its wireless network across many parts of the country. This past weekend, the two main hubs in Vienna and Graz were connected via a new node over the Alps, with the Graz network extending southward into neighboring Slovenia. Other similar city-scale projects exist in St. Louis, Oakland, Vancouver, Montevideo, and Athens.

“What you want to have is end-to-end encryption the whole time,” said Aaron Kaplan, one of the leaders of FunkFeuer. “If you rely on the encryption happening in between, it just takes one link to cheat on the encryption, which decrypt the packets, stores them, and then encrypts them again—like a man-in-the-middle attack.” Leer más “From encryption to darknets: As governments snoop, activists fight back”

Talk to Strangers – and Listen

The whole process traversed four stages that make recommendations effective: discovery, validation, confirmation, and actualization. We’ll look at all four, specifically in how they’re used in mobile situations.

1) Discovery: Recommendations need to be readily accessible. Right now, more technologically savvy consumers can find location-based recommendations easily through check-in services, Twitter, barcode scanning, and other means. To gain wider adoption, they’ll have to gain even wider distribution, especially through default mapping and local search offerings on both feature phones and smartphones.

2) Relevance: The recommendations need to resonate in some way with their audience. At Birch & Barley, there were more recommendations for the Brussels sprouts than brunch, but I quickly ignored them and forgot about the vegetables. Food’s a salient example, but this could relate to anything. When I shop at J. Crew, it won’t help if I only see mentions of women’s clothing. When I’m at a hotel, I’ll care more about the WiFi than the spa. Venues and location-based marketers will need to know their audience.


Originally published in MediaPost’s Social Media Insider

The whole process traversed four stages that make recommendations effective: discovery, validation, confirmation, and actualization. We’ll look at all four, specifically in how they’re used in mobile situations.

1) Discovery: Recommendations need to be readily accessible. Right now, more technologically savvy consumers can find location-based recommendations easily through check-in services, Twitter, barcode scanning, and other means. To gain wider adoption, they’ll have to gain even wider distribution, especially through default mapping and local search offerings on both feature phones and smartphones.

2) Relevance: The recommendations need to resonate in some way with their audience. At Birch & Barley, there were more recommendations for the Brussels sprouts than brunch, but I quickly ignored them and forgot about the vegetables. Food’s a salient example, but this could relate to anything. When I shop at J. Crew, it won’t help if I only see mentions of women’s clothing. When I’m at a hotel, I’ll care more about the WiFi than the spa. Venues and location-based marketers will need to know their audience.

3) Validation: Consumers must make sure there’s some credible reason to listen to the recommendation. If there’s one reviewer saying something that strikes a deeply personal chord, it may not matter at all who that reviewer is. In my case, there could be one tourist from Kazakhstan raving about fried chicken, and I’m fine taking a chance. Most of the time, other cues are needed. These factors include: quantity — the sheer number of recommendations listed; convergence — several reviews echoing similar notes; and proximity — how closely you identify with the reviewers. Leer más “Talk to Strangers – and Listen”