SOURCE: Mobile Posse

Mobile Posse

December 03, 2013 10:37 ET

Mobile Posse and Phoenix Marketing International Issue First Comprehensive Guide to the Mobile Home Screen at APPNATION

Mobile Posse Delivers 40 Billion Home Screen Messages

MCLEAN, VA--(Marketwired - Dec 3, 2013) - Mobile Posse, the leading provider of mobile home and lock screen messaging experiences, today announced that they've released "The Ultimate Guide to the Next Big Wave in Mobile: The Home Screen," in conjunction with Phoenix Marketing International at APPNATION V, and they will be presenting the findings at the conference on December 3, 2013 at 12:15 PT. The report includes research findings on why the home screen is valuable and the opportunity it affords wireless carriers, handset OEMs, app developers and advertisers.

Along with primary research from both Phoenix Marketing International and Mobile Posse, the report organizes existing and custom home screen-specific research from Nielsen, Arbitron Mobile, Lumi Mobile and others into one comprehensive report. Phoenix Marketing International utilized its well-established Consumer Convergence 360 online platform to survey 1,000 smartphone users about their mobile behavior, home screen usage and future desires. This will be the first in a series of three reports produced by Mobile Posse, which all focus on the mobile home screen opportunity.

The research is supported by the experience and insights Mobile Posse has accrued in powering home screen experiences for seven of the nation's wireless carriers, two out of three of the big three, the largest retailers, the largest CPG brands and more. Mobile Posse is also the only home screen platform installed on nine OEMs, six O/Ss, and more than 400 device models. In fact, in conjunction with the release, Mobile Posse announced its Active Home Screen platform has now served over 40 billion home screen experiences.

"Brands and marketers are wisely realizing that their customers are spending more and more time on their mobile home screens," said Jon Jackson, CEO of Mobile Posse. "In fact, Nielsen reports that 26 percent of time spent on mobile phones involves interacting with the OS' home screen -- making it the area of the device where users spend the most time overall. Leveraging the mobile home screen allows your brand to be front and center for user engagement and our report dictates just how valuable this real estate is."

By using Mobile Posse's Active Home Screen SDK, app publishers, carriers, OEMs and advertisers can build relationships with mobile users by engaging with them on their home screens in ways that are respectful and meaningful. The benefit for consumers is simplicity and convenience. With the Active Home Screen SDK, home screen app messaging and experiences can bring useful and beneficial information directly to the consumer, surfacing the things a given user cares about most based on demographics, expressed interest and derived interests.

"Various players in the mobile ecosystem are starting to recognize the value of home screen and capitalize on it," noted John Schiela, president at Phoenix Marketing International. "The mobile home screen will be a critical battle. Carriers, OTT players and OEMs should all look closely at this and upcoming research to make sure they don't lose out on this huge opportunity."

Key conclusions from the work include:

  • The race for the home screen is accelerating. While in its early days, the cadence of key announcements is accelerating as more and more key players begin to make their moves.
  • "Fear of missing something" (FOMS) and "found time" are the key drivers to when and how consumers pick up and engage with their mobile phones, and these two factors strongly support the evolution of an "active" home screen.
  • The opportunity is huge for an active home screen. The most highly profitable customers -- those spending the most time in mobile, those seeing the most ads, those spending the most on games -- are even more interested in an active home screen solution.
  • New home screen solutions are showing great value, but must be done well to engage users. 

To download the report, please visit:

About Mobile Posse:
Mobile Posse's Active Home Screen Platform is the only mobile messaging solution that delivers the full power of the home screen. For app developers, wireless carriers, mobile publishers and OEMs the platform is used to deliver salient messages and personalized content directly to feature and smartphones' home and lock screen. New revenue streams are also provided by incorporating mobile advertising into user-selected content. The first company to commercially launch graphically-enhanced interactive home screen programming in North America, Mobile Posse has an active base of 20 million monthly unique customers on 400 different handsets across 7 popular operating systems. Mobile Posse delivers the highest mobile engagement rates in the industry. How? By respecting consumers, and serving relevant messages during "found time" only. Mobile Posse is headquartered in Mclean, VA, with offices in New York and San Francisco. For more information, please visit and follow Mobile Posse on Twitter and LinkedIn.

About Phoenix Marketing International:
Phoenix Marketing International is a premier global marketing services firm providing its clients with tailored, unique insight into their customers and markets via a wealth of existing proprietary data. Coupled with custom research products and the latest qualitative and quantitative techniques, Phoenix has extensive research experience across the Automotive, Financial Services, Healthcare, Converged Technology and Media, Restaurant, and Travel/Leisure sectors. From the strategic definition of consumer needs to effective marketing program implementation, PMI provides profit-driven market solutions and is committed to maximizing a client's Return on Marketing Investment (ROMI) by leveraging the ability to attract and retain new business through cost efficient data acquisition and statistical modeling techniques. Founded in 1999 by Chairman and CEO, Allen R. DeCotiis and Chief Research Officer Martha Rea, Phoenix Marketing International has established its global presence with offices in major locations such as New York, New Jersey, Boston, Philadelphia, Raleigh/Durham, Detroit, and London.

Contact Information

  • Media Contact:
    Brook Terran
    Blast PR for Mobile Posse
    (919) 480-4058
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