#CrossDevice

[govindhtech]

Google Tips For Android Cross Device Services Sync Speedup

Learn how to enable fast hotspot and call sharing on Android devices. Apple Continuity-like connectivity across Android devices requires human activation.

Cross-device services

Google finally managed to make Android phones and tablets communicate and cooperate like Apple and Samsung devices after a long period. Cross-device services, which had been leaked for years, were announced in May, and just began operating for me a few days ago.

This cross device integration includes hotspot and calls. The concept is that your two phones may share an immediate hotspot or video chat without setup or passwords if they’re in the same Google account. The immediate hotspot won’t work with Samsung smartphones, but this should work with all Android phones, unlike Apple’s and Samsung’s solutions.

In my experience, Google’s Android-wide cross device implementation is quick and flawless.

Android Cross Device Services

Why cross-device integration important

In order to utilize the internet on a Wi-Fi-only Android tablet or other Android phone while out and about, you must first turn on the hotspot on your primary phone, then switch to the tablet. Before connecting, you must manually choose the tablet hotspot network and input the password the first time. hardly tedious, but hardly smooth, is it? Not when smart devices should communicate this knowledge behind the scenes. To prevent wasting your batteries, you must manually switch it off after use.

What if you could tether to a hotspot without touching or unlocking your primary phone?

Another obstacle is switching from a phone video conversation to a tablet or other bigger device. You must disconnect and rejoin the call or terminate and resume it on the other device. Nothing sensible or obvious about it.

Cross device connectivity enables neighboring phones and tablets talk in the background. Without touching or unlocking the primary phone or tablet, you may cast a video call or create a hotspot. Neat, huh?

Turning on cross-device services

Enable cross device services on all Android devices to benefit from this new integration (see screenshots for step-by-step instructions).

Google > Settings > All services > Cross device services

Install cross device services by tapping Next.

Tap Ok to combine devices under one Google account.

Then you’ll find cross-device service options like call casting and Internet sharing. Enable both if you want both functions, or disable one. You can also view all the account groups your device is part of (if you have numerous Google accounts on your phone like Mine do), all the devices in each group, and modify the name of your device in these groups.

Basically, done. To group your phones and tablets, repeat that on each. After that, cross device will appear automatically as required.

Joining a cross-device instant hotspot

Two techniques exist for your secondary phone or tablet to join an instant hotspot from your primary device. The first is an automated notice that appears when it unlock my offline phone near my connected phone.

The notice simply asks whether you’d like to utilize my primary phone’s hotspot, and pressing Connect connects me instantly (first three screenshots below). This works for data and Wi-Fi networks, although it’s always ideal to exchange the Wi-Fi network credentials with your secondary device and join directly. The primary phone will notify you that you’re sending data to another device (rightmost image below). When finished, press Disconnect on your secondary device’s notification and boom! When the hotspot ends, everything returns to normal.

You may manually scan the Wi-Fi networks and find your primary phone as an optional network at the top with a phone symbol if you don’t receive the automated notice, which is unusual for me. Tapping starts the immediate hotspot procedure.

Cast video calls to a second phone or tablet

The second feature of cross device services is the ability to transfer video calls across devices, such as your phone and tablet. To transmit a Google Meet video chat to other devices, hit the Cast symbol on the top right. A pop-up will invite you to do so. That list shows your neighboring devices, which you may choose.

After that, Meet opens immediately, launches the video call, and asks you to confirm the transfer. Select Switch to finish. You’re taking the call on your second device while your primary one displays a switchover alert.

Cross Platform Devices

Early signs of Apple-like Continuity and cross-platform connectivity

Personally utilizing these cross device tactics for the past several days while covering IFA in Berlin. Really love this new magic trick. My Pixel 9 Pro XL has a data connection thanks to EU-wide roaming, but my Pixel 9 Pro Fold doesn’t, which allows me to use the Fold to initiate an instant hotspot and turn it off when finished without touching or unlocking the Pro XL. Easy-peasy. But expect this to work just as well on a tablet without Wi-Fi. It can forget manual hotspots’ clunkiness.

This simplicity reminds me of Fast Pair. It now take it for granted when my earphones connect with my new Android phone or transition between devices. In the past, They had to manually match them.

Cross-device integration resembles Fast Pair: Smart, speedy, and smooth.

Cross device services operate seamlessly and make you wonder why we waited so long for them on vanilla Android. Better late than never, right? Some companies have their own Android skin, but exclusively on their phones. All Android users, particularly those who use different brands of phones and tablets, benefit from Google pushing it out.

Soon, hopefully phones and tablets will have cross device services enabled by default without special configuration. Part of the first phone setup.

Read more on Govindhtech.com

[shosiblog]

 What Are the Challenges and Opportunities in Mobile Marketing?

Mobile marketing has become an essential component of digital marketing strategies, thanks to the proliferation of smartphones and mobile devices. As more consumers rely on their mobile devices for everything from shopping to social networking, businesses have unprecedented opportunities to reach and engage with their audience. However, mobile marketing also presents unique challenges. Here, we explore both the challenges and opportunities in mobile marketing.

 Challenges in Mobile Marketing

 1. Fragmentation

The mobile landscape is highly fragmented, with a wide variety of devices, screen sizes, and operating systems.

 Device Diversity: Marketers need to ensure that their content and campaigns are compatible across various devices, from smartphones to tablets.

 Operating Systems: Different operating systems (iOS, Android, Windows) can require different development and optimization strategies.

 2. Privacy Concerns

Consumers are increasingly concerned about their privacy and how their data is used.

 Data Protection Regulations: Laws like GDPR and CCPA require businesses to handle user data responsibly, adding complexity to data collection and use.

 Consumer Trust: Building and maintaining consumer trust is crucial, as misuse of data can lead to significant reputational damage.

 3. Ad Blocking

The use of ad blockers on mobile devices is rising, posing a challenge for mobile advertisers.

 Ad Blocker Penetration: A significant portion of users employ ad blockers, reducing the effectiveness of mobile advertising.

 Alternative Strategies: Marketers need to explore nonintrusive ad formats and other methods to reach their audience.

 4. User Experience

Delivering a seamless and engaging user experience on mobile devices is challenging.

 Responsive Design: Websites and content must be optimized for mobile to ensure usability and engagement.

 Load Times: Mobile users expect fast load times, and any delays can lead to higher bounce rates and lost opportunities.

 5. Measurement and Attribution

Tracking and measuring the effectiveness of mobile marketing campaigns can be complex.

 CrossDevice Tracking: Understanding user behavior across multiple devices and attributing conversions accurately is challenging.

 Data Integration: Integrating data from various mobile platforms and channels to gain comprehensive insights requires sophisticated tools and strategies.

 Opportunities in Mobile Marketing

 1. Widespread Adoption

The ubiquitous presence of mobile devices offers vast opportunities for marketers.

 Broad Reach: Mobile devices provide access to a large and diverse audience, enabling marketers to reach potential customers anytime, anywhere.

 Personal Connection: Mobile devices are personal gadgets, offering opportunities for more direct and intimate marketing interactions.

 2. LocationBased Marketing

Mobile devices enable precise locationbased marketing strategies.

 Geotargeting: Marketers can deliver personalized content and offers based on the user’s location, enhancing relevance and engagement.

 Local Search Optimization: Optimizing for local search can drive foot traffic to physical stores and improve onlinetooffline conversions.

 3. Enhanced Engagement

Mobile marketing can drive higher engagement rates through interactive and immersive experiences.

 Rich Media Ads: Mobile devices support rich media formats, such as video and interactive ads, which can capture attention and drive engagement.

 InApp Advertising: Advertising within mobile apps allows for highly targeted and engaging ad experiences.

 4. Mobile Payments

The rise of mobile payments offers new opportunities for seamless transactions and marketing.

 Convenience: Mobile payments provide a convenient and quick way for consumers to make purchases, reducing friction in the buying process.

 Loyalty Programs: Mobile wallets can integrate with loyalty programs, enabling marketers to offer personalized rewards and incentives.

 5. DataDriven Insights

Mobile devices generate vast amounts of data that can be leveraged for marketing insights.

 Behavioral Data: Understanding how users interact with their mobile devices provides valuable insights into consumer behavior and preferences.

 Personalization: Data from mobile interactions can be used to create highly personalized marketing campaigns, improving relevance and effectiveness.

 Conclusion

Mobile marketing presents a unique set of challenges and opportunities. While marketers must navigate issues like fragmentation, privacy concerns, ad blocking, and user experience, they can also leverage the widespread adoption of mobile devices, locationbased marketing, enhanced engagement, mobile payments, and datadriven insights to create effective and impactful campaigns. By understanding and addressing these challenges, businesses can unlock the full potential of mobile marketing and achieve their digital marketing goals.

Ready to master mobile marketing and elevate your digital marketing skills?

Enroll in the Best Digital Marketing Course in Palakkad today and learn how to navigate the challenges and seize the opportunities in mobile marketing!

[nativeblogging]

Google Analytics Introduces Cross Device Capabilities With ‘Google Signals’

Google Analytics has began beta testing a new feature known as Google Signals, which offers cross-device reporting and remarketing capabilities. Users who choose to activate Google Signals can take advantage of new advertising options that are being enhanced to higher perceive clients throughout units. Google Signals upgrades existing advertising features to enable the following: Remarketing with Google Analytics: Serve ads in Cross Gadget-eligible remarketing campaigns to Google customers who've turned on Ads Personalization.Advertising Reporting Features: Google Analytics will collect additional information about customers who have turned on Ads Personalization.Demographics and Interests reports: Google Analytics will collect additional information about users who have turned on Ads Personalization.Cross-Device reports (in beta): Based on aggregated data from users who have turned on Ads Personalization, Google Analytics models behavior for a whole user base across device types. In a help document, Google explains why Google Signals is dependent on data from users who've turned on Ads Personalization. Read the full article

[ayeshavohra-eprnews-posts]

Next Generation Video Creation Platform InVideo Announces $15M Series A #Marketing #Funding #SequoiaCapital #Technology #VentureCapital #VideoEditing #DigitalMedia #CrossDevice #HighQuality #ePRNews @InVideo

https://eprnews.com/next-generation-video-creation-platform-invideo-announces-15m-series-a-475421/

[arboindia]

Website that functions across all platforms homogeneously. Now access the @arbobath website across mobiles, tablets, dektops or laptops. www.arbobath.com #arbobath #socialmedia #web #map #MultiPlatform #CrossDevice #access #Responsive #website #mobile #laptop #tablets #arbo #design_with_better_style (at Morvi, Gujarat, India) https://www.instagram.com/p/BsIFlVqByT-/?utm_source=ig_tumblr_share&igshid=z0gvax7samj9

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[warmdevs]

New Post has been published on https://warmdevs.com/beyond-usability-3-user-experiences-reshaping-their-industries.html

Beyond Usability: 3 User Experiences Reshaping Their Industries

We live in a world of new services. We are eating via Seamless or Blue Apron, streaming music on Spotify through Alexa, calling cars on Uber and Lyft. We Airbnb our homes; Netflix invades our TVs as we swipe on Tinder.

All these services all have several things in common:

Usefulness: they answer a previously unmet user need.

Usability: their digital UIs are easy to use.

Overall user experience: the quality of these user experiences extends far beyond the traditional “UX” touchpoints of simply a website and mobile app. (Thus, when I say ‘user experience’ in this article, I am referring to the whole experience — not specific interfaces, layouts, colors, copy, or dropdowns; it’s the decades-old NN/g definition of UX come alive.)

In no particular order, below are 3 user experiences that have not just disrupted their traditional markets, but in most cases, are actively creating new ones. We analyze their usefulness, usability, and overall user experience.

1. Rent the Runway — Popularizing a “Catch-and-Release” Wardrobe

It used to be that you would buy two or three nice outfits to have in your wardrobe and would rotate them for special events. But in today’s era, with social media like Instagram, Facebook, and Snapchat, all your friends will see what you wear, whether they go to the same event or not. And even worse, if they forgot what you wore to last year‘s Christmas party, Instagram is there to remind them. Everyone sees pictures from each event, fostering the social pressure not to be caught in the same thing twice. This is the basis of Rent the Runway, an online service that rents designer dresses and accessories for a tenth of their retail price.

While the concept of Rent the Runway is enough to shake up the retail industry, it is the convenient, seamless start-to-finish user experience that keeps it growing (and keeps me a repeat customer). Those looking to rent are met with a simple landing page to get them started.

Rent the Runway supports users by getting right to the task at hand: an outfit, in the correct size, on a certain date, for a specific event. In a few seconds, users are browsing the inventory available for their event’s date, in their size.

Beyond filtering for a specific event, customers can narrow down the inventory by color, size, price, and availability. When considering a specific dress, users can read reviews and see pictures of other renters in the same dress.

Usefulness

Unless you have an unlimited clothes budget, it’s unrealistic (and wasteful) to wear a new outfit for every single occasion, yet social media pressures us into it. Rent a Runway solves this tension elegantly by recycling (expensive) clothes across a large set of women. It’s an example of the sharing economy at work and, for a significant subset of the population, it solves a real need.

Usability

The Rent the Runway website and apps support well the task of selecting an outfit for your next event.

The site prioritizes the essential tasks that are core to the experience. Searching for outfits is the main user task, and it is supported with a variety of filters. On mobile, Rent the Runway’s does a good job prioritizing important actions like switching dress categories and reserving a dress. Further, the app is designed for interruptions by allowing the user to “heart” dresses in order to get back to them when they are available or appropriate for an event.

High-quality images and details, as well as reviews and photos from real women and availability indicators aid in the decision-making moment. The site provides as much information as needed to help users find the right dress for them.

Overall user experience

Renting a dress easily online is not going to cut it if said dress arrives in a sorry condition, the size is not quite right and you need to quickly fumble for a replacement, or if the nice dresses are always rented out to other people. Well-thought details make the overall Rent the Runway experience smooth and seamless.

A free backup size of the same dress is sent to you, in case the normal, expected size does not fit. The dress arrives in a reusable garment bag, with return shipping labels. The customer can wear the dress, then send it right back in the same bag, without having to worry about dry cleaning. The process is convenient and hassle free.

Algorithms forecast demand for an item based on customer reviews and popularity patterns; popular dresses end up with overnight return labels, while less popular ones are assigned a three-day shipping speed.

At first, you might think that such an innovation in the field of reverse logistics should not be discussed in a UX article, but many pieces of the user experience are improved by optimizing this backend operation. A traditional UI-only solution to the problem of high demand would be to clearly indicate in the interface what items are in stock and display the expected availability date for out-of-stock items. This solution is one that we recommend in our e-commerce design guidelines. But, beyond the digital user experience, the overall customer experience is improved further by reducing the probability that any individual user see that out-of-stock indicator. Thus, returning the most-requested dresses to the warehouse faster allows the next customer to access the high-demand inventory, further helping the user bypass the frustration experienced when a desired item is unavailable for the needed dates.

Availability of features on a variety of platforms allows Rent the Runway’s customers to order new items fast, even on the go. This is especially important for Rent the Runway’s Unlimited plan clients, who pay a monthly fee to have three rotating items at all times. Thus, the sooner Unlimited users can pick new items, regardless of device or location, the more value they get out of their subscriptions. Though not completely free of hiccups, this unique omnichannel experience initiates a viable migration from ownership to that of subscribing and sharing.

2. Airbnb — Shaking Up the Spare Room

Why are we willing to sleep in strangers’ beds, or conversely, let strangers into our homes? We do so because Airbnb has established a trusted, secure, and easy to use customer experience. Similar to Rent the Runway, Airbnb is a player in the growing “sharing” economy. The peer-to-peer online marketplace for accommodations enables users to list or rent short-term lodging in residential properties at a cost set by the property owner.

Airbnb’s crossdevice experience enables users to search, find, read reviews, and book accommodations.

Usefullness

Decent hotel rooms in popular destinations can be quite expensive, and many travelers like to book a house to save money, experience the local way of life, have the convenience of more space and a kitchen, or simply go off the well-trodden tourist track and connect with local communities.

Airbnb makes it easy to satisfy the needs of these travelers by connecting them with owners who want to make an extra dollar by renting out their property. Before Airbnb, sites such as Home Away and property-management agencies used to connect owners with interested renters, but these were focused mostly on rental properties. Airbnb allowed everybody with a room to spare to rent it out to interested parties.

But renting a room in a stranger’s house carries risks for both the renter and the owner. To mitigate potential safety and trust issues, a strong two-way rating system, where both hosts and guests review and rate each other, is one of the main reasons for which the site is so popular.

Usability

Airbnb’s desktop and mobile site, as well as its apps, are not perfect, yet their usability is good enough to allow most users to complete their tasks.

Flexible filters let users significantly scope their search (room type, price, size, amenities, property type, host language, and keywords).

Images, a standard detailed description of the property, and user reviews allow prospective renters to form an accurate representation of the rentals and avoid unpleasant surprises.

The dynamic social proof gives users a better grasp on how popular an accommodation or experience may be, and, consequently, on how soon they may need to book in order to insure availability.

The availability information is usually listed and updated in real time, which eliminates the extra step of contacting the owner to check if the property is still free for the desired dates. This information also reassures users that they haven’t wasted time browsing listings that are already booked.

The booking process is relatively smooth and allows people to use credit cards to pay right away. The easy, secure, Airbnb-mediated payment allows people to feel safe and also eliminates the extra step of contacting the owner to establish payment logistics (a step that used to be the norm on the old-fashioned rental-listing sites).

Airbnb’s desktop site uses social proof (“561 people are also looking at this experience.”) to build trust and also convince users to book faster.

The usability of the Airbnb iPad app is not perfect (e.g., the Amenities section does not have a title, and some of the icons are cryptic), but it is good enough to allow most users to complete the basic tasks of browsing and booking a property.

Overall user experience

Omnichannel touchpoints enable users to stay up to date on bookings and in contact with hosts via email and text integration without opening an Airbnb interface. This becomes tremendously powerful when traveling abroad or in low bandwidth areas where data is expensive or hard to come by.

3. Uber — “Let’s Uber”

Pre Uber we were all plagued with standing on the corner, possibly in the rain, belongings in hand while attempting to wave down one of the few free taxis. (The worse the rain, the fewer the taxis — that’s a law of nature.) An abundance of unknowns adding further anxiety: how much is it going to cost, how long will I have to wait, is it safe, do I have enough cash, or even, will the driver try to cheat me by charging extra?

Usefulness

When they call a regular cab, riders have no control — hence, all the anxieties listed above. With Uber, they suddenly get all the control they need: once they order an “uber”, they see how far away the car is and how much they have to wait, they know in advance how much the ride will cost, there is no cash involved, and they can even pick the car type and a well-rated driver. And, if for any reason, they are not satisfied with their “uber”, they can express their dislike by providing a poor rating.

From the drivers’ perspective, Uber not only gives them the opportunity to use their cars as a source of income, but it also provides tools for maximizing that income — for example, it shows real-time information about the demand across a city.

Usability

Unlike our other examples (which can be used on a variety of channels and devices), Uber’s primary functionality is accessed through its mobile apps. Their usability has been significant enough to sustain loyal customers from the beginning.

Upfront information about the trip makes you aware of your fare and wait time before you even hop in the car. (And should you want to impress your date by riding in a BMW, the UberSelect cars are an icon away and clearly show you how much higher the fare would be.) In the latest update, Uber streamlined car choices by grouping offerings into categories, so riders can first select high-level options such as Economy, Premium, or Extra Seats, and then select the level of service within that option (e.g., under Extra Seats they could pick uberXL or SUV).

The user has an estimated time of arrival as well as pricing for each car tier. The user can see call the car immediately, or schedule it for the future.

A concise in-context followup presents the user with a a confirmation screen with the trip summary, cost, and option to rate the driver upon finishing the trip.

Suggestions to routine destinations minimize cognitive load and interaction cost. Frequent riders are provided shortcut buttons representing their “favorite” or “likely” places.

Overall user experience

Though the app is the primary touchpoint for customers, it is only one puzzle piece of a much larger ecosystem making up the Uber user experience.

The two-way rating system holds both the Uber driver and the passenger accountable for bad good behavior. Thus, the rating system establishes trust and keeps the whole experience in check. It also hints at basic gamification principles — in order to keep your rating, or “score,” high you have to be a decent human being. This rating system establishes an inherent sense of transparency and safety. Because both parties, driver and passenger, are “introduced” to one another prior to pick up, there is a connection before the passenger even sets foot in the car.

Riders can easily recognize the car that is supposed to pick them up because the application provides the car’s make and license plate.

Payment is handled automatically by the app, which makes the entire experience quicker (and simpler overall) than an interaction with a cab driver. Plus, you don’t have to worry about asking for a receipt and then losing it in the rush to catch your plane.

Conclusion

The above user experiences were all able to identify a user need and to address it by building a digital product that was not only usable, but it ensured a great overall user experience. It just so happened that they all addressed that need by taking advantage of the growing sharing economy. However, the same approach can be applied to other types of solutions, whether involving new or legacy products. Start by holistically breaking apart each touchpoint in the user’s journey. Where are the pain points? What interactions are currently transactional and could be improved?

Take Uber for example. While the experience is hugely popular and generally pain free, there is room for enhancement — especially for large groups travelling together. Currently, a group must problem-solve in order to figure out how many “ubers” to call and and how many passengers can fit in each of them. Who is ordering the cars? Who is riding with whom? When is the next car arriving? These were pain points for my group of twelve just this past weekend.

Imagine however, that Uber coordinated this process: What if, instead one member requesting cars for the whole group, Uber would divide the group and call the appropriate number of cars? This simple, but meaningful shift would likely change the angst created in large groups, allowing them to focus on stress-free time together.

What can we take away from these 3 experiences? In order to create truly resonating products, ones that answer real, unmet needs — focus equally on the design your users see and on the transparent, intangible factors that the experience is built on. As Joe Soprano puts it, “Good design is obvious. Great design is transparent.”

[masaa-ma]

「ユーザー識別技術の世界標準になる」―推定型クロスデバイス・マッチングのドローブリッジと三井物産が日本市場参入 [インタビュー]

from http://www.exchangewire.jp/2017/08/25/interview-mitsui-and-drawbridge-crossdevice/

クロスデバイス・マッチングの米国大手ドローブリッジが、三井物産と戦略パートナーシップを締結し、日本市場に参入すると発表した。数多くのアドテク事業者が自社のクロスデバイス関連保有技術を喧伝する中で、草分け企業である同社の技術や事業モデルはどう異なるのか。7月末に来日したカマクシ・シバラマクリシュナンCEOとウィンストン・クロフォードCOO、そして三井物産のICT事業本部のITサービス事業部マーケティング事業第一室長の津田圭吾氏と同室のチームリーダーを務める芹澤新氏に話を聞いた。

（聞き手：ExchangeWire Japan 長野雅俊）

まずはアドテク事業者向けデータ販売に注力

― 両社が資本業務提携を締結するに至るまでの経緯についてお聞かせください。

クロフォードCOO： 交渉が始まったのは約1年前です。その以前からドローブリッジはグローバル展開の一環として日本進出を検討しており、日本市場を深く理解している有力なパートナーを見つけることを課題としていました。そこで提携先の候補をリストアップし、5、6社と協議を行いましたが、三井物産からのお問い合わせを受けて同社との交渉が始まってからは、気持ちはすぐに固まりましたね。確かな実績があることに加えて、三井物産であれば特定の業界や業種などに縛られることなく、日本のあらゆる企業と取引ができるという点をとりわけ高く評価しました。我々としては、いわゆるアドテク事業者だけではなく、今後マーケティングやセキュリティ企業ともお付き合いしていきたいと考えているからです。

津田氏： 三井物産は2016年9月まで運営していたAOLとの合弁事業を通じてアドテク分野の市場成長を取り込んで行きたいと考えておりました。背景にあったのは、米国でベライゾンとAOLがGoogleとFacebookに対抗すべく様々な買収等の打ち手を行っており、この2社が業界を牽引して行く中でも、ベライゾンとAOLが一定の存在感を確保できるのではないかという期待感。それ以外の米国の事業者はポイント・ソリューションも多く、大手プラットフォームに統合される可能性が高いと見込んでいたのです。

ただAOLとの事業から撤退することになり、我が社は方針転換を迫られました。その際に強く思ったのが、アドテク単体だけではなくマーケティング・テクノロジ���（マーテク）にまで展開できて、かつファンダメンタルな技術を持ちたいということ。中でもクロスデバイス関連技術が今後は鍵になるということで、様々な関連事業者を調べたところ、ドローブリッジがトップ企業であるということで、こちらから日本での事業についての相談を持ちかけました。

―ドローブリッジは米国ではDSP運営とデータ・ビジネスの双方を行う一方、日本では後者のみに注力すると伺いました。

シバラマクリシュナンCEO： 当社は「ユーザー識別技術の世界標準になる」ことを長期的なビジョンとして掲げています。いまやあらゆるプラットフォームやアプリケーションがユーザー識別を必要としており、ユーザー識別技術こそが我々が持つ最大の資産です。この観点から、米国と英国以外の市場において我々はDSP運営には乗り出さず、ユーザー識別データを提供する事業モデルを採用しました。近い将来には米国や英国においてもDSP運営からデータ・ビジネスへと軸足を移していくことになるでしょう。

津田氏： 我々もAOLとの合弁事業においてDSPを運営していましたが、この分野は非常に競争が激しく差別化が難しいという印象を持っています。そこで日本市場に新たなDSPを持ち込むよりも、むしろ国内のDSP事業者にデータを活用して頂く立場で、DSP事業者と協業する方がビジネスとしては理に適っている。「ユーザー識別技術の世界標準になる」というドローブリッジのグローバル戦略とも合致するということで、日本ではデータ・ビジネスのみに注力するという判断に至りました。

芹澤氏： 加えてデータ・ビジネス分野の方が、裾野が広いという点も大きいです。まずはアドテク事業者にご評価してもらい、次のステージではアドテク事業者とお付き合いのある広告主の方々にマーテクとしてご利用いただき、さらにはユーザー認証を目的としたセキュリティ分野などまで展開していけるというのは魅力です。

特定型と推定型データの組み合わせが鍵に

― 日本市場に対する印象をお聞かせください。

クロフォードCOO： 日本は世界で5番目に大きい広告市場であるというだけでなく、アドテクに限定しても米国や欧州と並ぶ市場規模を持っています。また日本ほどスマートフォン及び携帯電話が日常生活の中で活発に利用されている国はなかなかないでしょう。モバイル機器へのこだわりは米国以上かもしれません。だからモバイル用のユーザー識別子とウェブ用の識別子といった異なるデジタルIDをクロスマッチングさせることで同一ユーザーを推定する我々の技術は、日本市場において重宝されると信じています。

シバラマクリシュナンCEO： ただし、米国本社を設立した当初はクロスデバイス・マッチングに関する啓蒙活動に一定の時間を費やしました。日本においても同様に、市場の理解を得るまでにはいくつかのステップを踏む必要があると考えています。

― 日本企業も消費者データを活用していますが、さらなる啓蒙活動が必要でしょうか。

クロフォードCOO： 確かに多くの日本企業が既に様々なデータを駆使しています。我々が申し上げているのは、ドローブリッジが扱うクロスデバイスのデータを各社の商品やサービスに落とし込んで使うノウハウが確立されるまでには、一定の時間が必要になるかもしれないという意味です。米国や欧州での成功例をそのまま適用しようとすると必ず失敗します。だから日本市場の独特の事情やビジネスにおける微妙なニュアンスを我々が謙虚に学んでいかなくてはなりません。

加えて、ログイン情報などを基にした「特定型データ」と、弊社のようにCookieやIPアドレスなどのデバイス情報を基にユーザーを識別する「推定型データ」では扱いも異なります。特定型データの方がより優れているというのが一般的な認識でしょう。この考え方には一理ありますが、特定型データには限界があるというのも事実です。一方の推定型データは、その限界を補う役割を持っています。

【クロスデバイス・マッチングの種類】

資料提供: 三井物産

シバラマクリシュナンCEO： 近年では推定型データとファーストパーティーデータを合わせたハイブリッドモデルとしての利用例も出てきています。つまり推定型と特定型のどちらが優れているかという議論ではなく、いかに両者を組み合わせることで有効なマーケティング施策を行うかを検討する時期を迎えているのだと思います。

津田氏： CRM分野でも特定型と推定型のデータを組み合わせることができます。例えばログインしているユーザーには、メールアドレス等の登録情報を基に統合されたCRMデータを利用して既存顧客へのパーソナライズ対応を行うことが可能ですが、ユーザーが常時ログインしているとは限りません。購入時のみログインするという方も多いでしょう。この部分を推定型データで補完することができます。

草分け企業としてのプライドと技術力

― 近年では多くの事業者がクロスデバイス・マッチング技術を保有していると謳っています。そうした事業者との一番の差別化ポイントは何ですか。

シバラマクリシュナンCEO： まず「クロスデバイス・マッチング」というカテゴリーを創設したのはドローブリッジです。当社が設立された6年前の時点で既に異なる端末をまたいだユーザー識別の必要性は指摘されており、需要があることは明らかでした。だから、クロスデバイス・マッチングを提供するソリューションが一つ生まれれば、追随企業が次々と生まれていくことに何ら不思議はありません。ただ米国で市場を牽引し続けながら、グローバル展開を行ない、かつ独立性を保った企業というのはドローブリッジをおいてほかにない。ある大企業の傘下に入った結果、特定企業に対してのみソリューション提供を行うようになった事業者もいます。グローバル規模で事業を行っていること自体がドローブリッジの一つの大きな差別化ポイントです。

また当社はデータの質と量そして技術力の高さにおいて圧倒的に優れています。我々は技術力へのこだわりを企業のDNAとして持っている。CEOである私自身が機械学習情報理論及びデータサイエンスに関する研究で博士号を取得しており、また当社は米ニュース専門放送局のCNBCが選出した「変革を起こす50のAI企業」リストに名を連ねる唯一のデータ企業です。

最後に、ドローブリッジはクロスデバイス・マッチングを出発点として事業を開始しましたが、現在ではデータ・ビジネス領域を拡大しつつあります。ユーザー観点から言えば、クロスデバイス・マッチングはあくまで数あるソリューションの中の一つに過ぎません。我々は、消費者データ全般を事業対象としています。この点がクロスデバイス・マッチングのみを標榜している企業との違いです。

 

芹澤氏： 資本提携を締結する前に、デューデリジェンスの一環として、ドローブリッジの顧客に対するヒアリングを我々の方で実施しました。皆様が口をそろえて言ったのが、アプリのデータとウェブのCookieのデータを正確に結びつけるソリューションはあまりなく、高い精度で可能としているのはドローブリッジだけだということ。精度の高さにおいては同社の技術は抜きん出ているのではないでしょうか。

津田氏： クロスデバイス・マッチングを謳っているアドテク事業者が、実はドローブリッジのソリューションを使っているという事例も多くありました。またクロスデバイス・マッチング機能を提供する関連事業者の中にはログインなどを前提とした特定型を採用していることも多く、推定型の技術を持っているプレーヤーは実はそれほどありません。仮にその技術を持っていたとしても、データ・ビジネスとしてサービス提供している企業となると極めて少ないというのが実情です。

―ドローブリッジ社はどのようにしてユーザー識別を行っているのでしょうか。

シバラマクリシュナンCEO： 我が社では、アドエクスチェンジ、アドマーケットプレイス、SSPなどに接続されたDSPを運営しています。このネットワークを通じて、デジタル広告を閲覧したユーザーの行動をデータストリームとして取得しているのです。このデータの中身はデバイスIDやCookie IDなので、個人を特定するものではありません。そして、この情報を基にデバイス情報を確認し、さらには肝となるクロスデバイス・マッチ��グ技術を通じて異なるデバイスでも行動様式に十分な共通点がある場合は同一ユーザーであると見なし、合わせてそのユーザーがどの世帯に属しているかを識別。ユーザーが訪れたウェブサイトのテキスト分析なども行いながら、各ユーザーの性別や年齢、どんなものを購入したいと考えているのかを示す情報を取得します。

ドローブリッジでは、グローバル規模で約10億人分のこうしたユーザー情報を月間アクティブデータとして蓄積、日本でも約7000万人分のデータを取得しています。アクティブなインターネット・ユーザーにリーチできるという点も非常に重要です。ユーザー情報を保有していたとしても、それらのユーザーにリーチできなければ意味がないからです。

日本市場参入にはベストなタイミング

―ドローブリッジのデータを利用するにはどのような手続きが必要ですか。

芹澤氏： 導入企業様がお持ちのCookieやアプリのデータとドローブリッジが保有するクロスデバイス・マッチングのデータベースをシンクさせます。データ量にもよりますが、基本的には準備期間として約1カ月をご用意いただいています。

クロフォードCOO： 一旦Cookieシンクさせれば、その後は我々のデータを定期的に送信するので、導入企業の商品やサービスのデータと継続的に統合されていくことになります。APIベースでデータを常時連���させるモデルもありますが、効率性の観点から週1回の頻度で大量のデータをアップデートするという形式を利用する企業がほとんどです。

― 最後に日本進出についての意気込みをお聞かせください。

津田氏： 既に日本での営業活動を始めていますが、「クロスデバイス・マッチングとは何か」という説明が不要な場合も多く、すぐにソリューションの詳細またはその精度についての議論に入ることができています。クロスデバイス事業で日本市場に参入するのはベストなタイミングであると考えています。

芹澤氏： 日本のパートナーやデータマーケティング事業の顧客候補の皆様は非常に良い反応で、優れたプロダクトであることが実感できており、これから非常に楽しみです。

シバラマクリシュナンCEO： 三井物産との提携は必ずうまくいくと信じています。今回の日本滞在中にかなりの手ごたえを覚えました。日本での活動を今後ますます加速させていきたいと思います。

The post 「ユーザー識別技術の世界標準になる」―推定型クロスデバイス・マッチングのドローブリッジと三井物産が日本市場参入 [インタビュー] appeared first on Exchangewire Japan.

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