SMB OS includes the full range of business services that traditionally fall outside of – but are related to – advertising. It’s POS systems, supply chain, payroll, insurance, appointment scheduling, online ordering, CRM… even HR.
Indoor mapping continues to be one of those “holy grail” topics in local. It picks up where GPS drops off, tracking consumers all the way to the cash register. The latest move comes from Google, with an approach that could leapfrog beacons by using the positioning capability already in your phone (or soon will be).
No matter how good the targeting, creative, and “right person, right place,” the vast majority of our time contains urgencies that render us immune to push-based mobile ads. It’s basically a question of how often we’re actually idle, and therefore impressionable to being rerouted from a deliberate course.
Apple is co-promoting Square’s NFC reader for SMBs. and selling the readers in Apple Stores. The $49 reader accepts Apple Pay, which significantly lowers the barrier for SMBs to get in the game. The move should boost Apple Pay, but there also may be much bigger ambitions to lock in market share in new areas.