News Scan: Riskiest mobile apps; Ambient intelligence coming; more
>> Communication, social media and news mobile apps are riskiest
Communication, social media and news mobile apps are the riskiest Android apps, according to an analysis of 200,000 Android apps conducted by Marble Security. The lowest risk Android apps were games, app widgets and wallpapers, the survey found. "Even seemingly innocent apps can pose data leak risks as they feed information to advertising engines or hackers' servers, comb through contacts or emails, or exchange documents," comments David Jevans, chief technology officer at Marble Security. Read more on the mobile app security survey.
[More on mobile app security: Most apps have vulnerabilities outside of their source code, warns HP | Non-official mobile app stores are security sieves, says Arxan]
>> Ambient intelligence will be next generation of location-based services, says ABI
Indoor location, Bluetooth tags and wearable devices will enable the next generation of location-based services, which will include ambient intelligence and consumer asset tracking, predicts ABI Research. "Ambient intelligence, or the quantified self, is the first service that will truly change how people live their lives, while also enabling intuitive advertising and services. Local search will be unrecognizable from today's model, as intelligent algorithms tell users what is of interest nearby, based on location, time of day and previous patterns," explains ABI senior analyst Patrick Connolly. Read more on ABI's location-based services analysis.
[More on location-based services: Marketing industry split on location data | Indoor location-based tracking tech could be next big thing]
>> Mobile wallet market to grow at 10.6% CAGR, predicts TechNavio
The global mobile wallet market is forecast by TechNavio to increase at a 10.6 percent compound annual growth rate through 2018. While increasing consumer use of mobile devices for online commerce will fuel growth, infrastructure gaps could pose a challenge to growth, explains TechNavio. Key mobile wallet vendors are Visa, MasterCard, American Express, PayPal, Google, ISIS and Square. Read more on TechNavio's mobile wallet market analysis.
>> Most CMOs believe mobile apps will play a significant marketing role, says IBM survey
A full 94 percent of 500 chief marketing officers (CMOs) surveyed by IBM believe that mobile apps will play a significant role in helping them reach their goals over the next three to five years. A majority of what IBM terms digital pacesetters said they were able to conduct business regardless of location or device. When it comes to social media, 66 percent of CMOs believe they are underprepared. CMOs today are less concerned with both monitoring their brand via social media and trying to monetize social media, the survey finds. Read more on the IBM marketing survey.
[More on mobile marketing: Marketers shut mobile banner ads | Infographic: Mobility can help retailers combat showrooming]
>> Entertainment brands, film studios slow to adopt location-based marketing
While entertainment brands and film studios have been quick to use mobile to generate buzz and ticket sales, they have been slow to tap into beacons and other location-based marketing technologies, according to a report by Mobile Marketer. "The challenge for this category is tied to the installation of a native application around an entertainment property that has a very short shelf life," says Tom Edwards, senior vice president of digital strategy and innovation at The Marketing Arm. "The better play for some entertainment properties may be through integrated partnerships leveraging the application install base of an existing partner application and then embedding a unique experience within the partner application," Edwards adds. Read more on Mobile Marketer's analysis.