During a visit to Washington DC, Noura Al Kaabi, Chief Executive Officer of Twofour54 Abu Dhabi, spoke at the Aspen Institute about ways to increase online Arabic media content, as well as the impact that the 'content gap' has on the Arabic speaking community.
The program was organized with the assistance of the UAE Embassy in Washington, DC, as part of the Emirates-Aspen Partnership.
The Aspen Institute briefing was attended by senior US government officials, business executives and other policy influencers and media industry representatives. H.E. Yousef Al Otaiba, UAE Ambassador to the United States, and other UAE Embassy diplomats were also present, along with Walter Isaacson, Aspen Institute President.
At the briefing, Ms. Al Kaabi also discussed the role of Twofour54, the commercial arm of the Media Zone Authority-Abu Dhabi, which has become the home of 200+ local, regional and international media and entertainment companies. Twofour54 and its partners are all focused on generating content, exported from Abu Dhabi to the region and the world, building bridges across Arabic and non-Arabic speaking communities.
The Emirates-Aspen Partnership was established in 2010 to develop a dialogue that will cultivate relationships between civic, business, and government leaders in the US, the UAE, and the broader Middle East.
The Emirates-Aspen Partnership organizes events, roundtables and exclusive discussions that explore issues and opportunities figuring prominently in US-UAE relationship. The Partnership addresses issues ranging from catalyzing science and technology innovation, to the role of women in civil society, to the UAE as a key patron of arts and culture.
The Emirates-Aspen Partnership provides an opportunity for UAE and US leaders of all sectors to share and examine best practices, and develop new partnerships as the Emirates continues its rise in the region and in the world.
With mobile penetration continuing to grow significantly in the Middle East, consumers’ perceived value of mobile marketing is not yet aligned with marketers’ expectations.
The study, Channel Preference for Both the Mobile and Non-Mobile Consumer by Epsilon, found that 80% of the consumers surveyed are not yet interested in receiving location-based mobile offers during or after a visit to a brick-and-mortar store. Additionally, there was a notable preference, ranging from 40-50%, for digital communications among mobile device users compared to non-users.
Similar to last year’s results, the research showed that direct mail is the preferred channel for U.S. and Canadian consumers to receive brand communications in nearly every product and service category including financial services, insurance, general health, cleaning products, food and charitable causes.
Key findings from the study include:
Mobile device users were 40-50% more likely to prefer email and online communications, respectively, than non-users;
21% of U.S. consumers and 26% of Canadian consumers use their cellular devices for sending and/or receiving email on a daily or weekly basis;
3% of U.S. consumers and 3% of Canadian consumers use mobile QR codes;
U.S. tablet users are 50% more likely, on average, to prefer receiving information via email compared to those without smartphones or e-readers;
42% of U.S. consumers and 39% of Canadian consumers said direct mail is the preferred channel to receive sensitive health information;
36% of U.S. consumers and 35% of Canadian consumers said direct mail is the preference channel to receive insurance information. 39% and 38%, respectively said the same for Financial services information, and 26% and 20% respectively said the same for Retail information;
73% of Americans and 62% of Canadians said they receive a lot of emails that they simply do not open;
70% of Americans and 69% of Canadians said they have received more emails in the past year than the year before;
62% of Americans and 63% of Canadians said they enjoy checking the mailbox for postal mail;
51% of U.S. consumers and 49% of Canadian consumers said they pay more attention to postal mail than email;
73% of U.S. consumers and 67% of Canadian consumers said they prefer direct mail for brand communications because they can read the information at their convenience.
The study found that direct mail continues to be a highly trusted and preferred channel among the general consumers and mobile usage is having a distinct impact on communication channel preferences. Therefore, it’s more important than ever to understand consumer behavior and create a two-way dialogue to incorporate each individual’s wants and needs into your marketing strategy. For marketers to be successful, they need to understand their consumers and communicate with them in a meaningful and relevant manner. This takes deep insight, sophisticated analytics and segmentation.
The 2012 Channel Preference Study also found:
Trusted Sources
Women are more trusting of word of mouth information received from family and friends than men (55% versus 47%);
Not surprisingly, doctors and nurses are the most trusted sources of healthcare information (according to 78% of U.S. consumers and 86% of Canadian consumers) while YouTube and Twitter are the least trusted sources (6% among Americans and 4% among Canadians).
Social Media
Of the social channels included in the study, LinkedIn had the strongest growth in consumer usage in 2012 versus 2011 in the U.S., from 12% to 19%;
17% of U.S. consumers and 25% of Canadian consumers are very or somewhat interested in receiving offline communications for brands they have liked or visited on social media sites.
Mobile
Group Deal awareness is 40% higher among mobile device users;
On average, 40% of consumers who own mobile devices are likely to prefer email communications compared to non-device owners.
The growth of social media and mobile has been unprecedented amongst the Gulf users. However, marketers shouldn’t focus on either channel as a standalone communications tool. By integrating across digital and traditional channels, marketers can create a truly seamless, omnichannel strategy that improves the customer experience, builds brand value and drives behavior.
Cohn & Wolfe announced it will take a minority stake in BPG | pr, one of the most respected PR agencies in the Middle East.
The move strengthens and broadens Cohn & Wolfe's offer to clients across the MENA region and follows on the heels of the agency's Asia-Pacific expansion in China, India and Southeast Asia.
BPG | pr is part of the BPG Group that has been creating and executing integrated solutions for its clients since it began operations in 1980 in Dubai. Since inception, the Group has helped build global brands out of local initiatives.
The new agency, BPG | Cohn & Wolfe, will provide current BPG clients with access to an award-winning international network, while bringing Cohn & Wolfe clients deep expertise in the MENA region across lifestyle, FMCG, travel and tourism, healthcare, corporate and government.
BPG | Cohn & Wolfe provides PR and marketing services to leading global and regional brands including Rolls-Royce Motor Cars, Visa International, Omega, Dubai Events and Promotions Establishment (DEPE), Masafi, Jumbo Electronics, Oetker Collection, Ellucian, Rivoli, Mall of Qatar, Alshaya Group and Jashanmal. BPG | Cohn & Wolfe has a multinational, multilingual staff of 34 professionals from 13 countries.
The network is one of the few public relations agencies established in the Middle East, with headquarters in Dubai and additional offices in Abu Dhabi, Baghdad, Doha, Jeddah and Kuwait as well as affiliates in Cairo and Muscat.
"The Middle East is one of the world's most dynamic and fastest growing regions and is becoming increasingly important for our global clients. When it came to finding an established, credible partner that understands the complexities and opportunities of this market, and its demand for world class communications services, BPG | pr was best in class," said Donna Imperato, CEO of Cohn & Wolfe.
"Cohn & Wolfe is looking forward to ensuring that the synergies between our two businesses offer our global clients stronger services in the MENA region while providing clients of BPG | pr with an opportunity to benefit from our global network and international expertise," she added.
Commenting on the new partnership, BPG Group Chief Executive Avi Bhojani said: "Engaging in this new relationship will add significant value and further impetus to what is already a successful and growing public relations business at BPG.
"Cohn & Wolfe is recognised as one of the world's most creative agencies with a strong commitment to digital and social media that will enable us to share best global practice and bring new concepts to our clients in the region, while offering our local as well as regional clients access to a global network."
The new partnership is also in line with BPG's already successful strategy of forging alliances with best in class WPP businesses around the world.
The new BPG | Cohn & Wolfe alliance adds to the group's existing advertising brand BPG | Bates, digital business BPG | Possible and media business BPG | Maxus and world standard specialist healthcare business BPG | Healthworld.
DDB Worldwide, a division of Omnicom Group (NYSE), and its Tribal Worldwide division, have garnered 12 award wins at The 17th Annual Webby Awards held in New York, with Tribal taking home 'Agency of the Year.' This marks the second consecutive year that DDB and Tribal have been recognized as the most awarded agency group by The Webby's.
"The Webby Awards is famously synonymous with innovation on the Internet, which is something that we also pride ourselves on at Tribal," said Paul Gunning, Chief Executive Officer of Tribal Worldwide. "Being recognized as 'Agency of the Year' speaks to the idea-centric work we strive to deliver our clients every day, and we are thrilled to share this honor with each of them."
McDonald's Canada's 'Our Food. Your Questions.' digital platform created by Tribal Toronto won Webby Awards for Best Food & Beverage Interactive Advertising & Media; Best Integrated Campaigns Interactive Advertising & Media; and Webby and People's Voice Awards for Best Customer Service Social categories.
Additional winners in multiple categories include: DDB New York's Hashtag Killer, Rapp Tribal New Zealand's Demand Equal Pay, DDB Tribal Group Germany's Steinway & Sons Piano for Peace, DDB & Tribal Amsterdam's KLM Be My Guest, and DDB Tribal Group Germany's Deutsche Telecom Move On.
Amir Kassaei, Chief Creative Officer of DDB Worldwide, commented, "It's a great for us to be the most awarded agency group for the second year in a row and even better to see more of our offices contributing to the wins. The Webbys are truly one of the most important recognitions that you can receive when it comes to state-of-the-art communication solutions."
Hailed as the 'Internet's Highest Honor' by The New York Times, this year's Webby Awards received more than 11,000 entries from over 65 countries globally. Of these, only seven percent - five in each category - were recognized as nominees.
Telecomax VAS, one of the leading value added services companies in the region, announced that it has been awarded by Vodafone Egypt in the 'Mobile for Good' event held last March at Conrad Hotel, Cairo.
The award honors Telecomax VAS role in supporting Vodafone Egypt corporate responsibility initiatives as a technology developer partner, keen on availing mobile technologies that address community development challenges.
Vodafone Egypt, the leading mobile operator in Egypt is known to promote the concept of mobile technology usage in development, to achieve the ultimate goals of provide access to the excluded in the Egyptian society. Telecomax believes that In a Country of mobile penetration rates hitting more than 112.81% and an annual growth rate exceeding 27.95%, mobiles phone can be a dramatic catalyst in changing the lives of people to the better—only if the proper apps - in Arabic language - are provided to those who need in the right place and at the right time.
"We have a responsibility towards our community. We want to pay back. Our means is to provide the community with mobile technologies that are simple, easy, and, most importantly, beneficial," said Ahmed El Beheiry, Telecomax Group, Chairman.
The award recognizes Telecomax efforts and work in developing the first-of-a-kind mobile app in the Middle East to serve adult education, used in the Vodafone Egypt Foundation initiative "Knowledge is Power" launched with the objective of eradicating illiteracy in Egypt, using different methods of learning.
"We are proud of the award. We do appreciate the work that Vodafone Egypt is doing and their social investment in their Corporate Responsibility & Foundation initiatives, we are always happy to support them in their cause to solve critical societal issues," El Beheiry added.
For Telecomax, this recognition was received as a new success that crowns a rich track record of achievements between Vodafone Egypt and Telecomax Group and its three subsidiaries throughout the past 5 years.
Qatar Airways today announced route expansion on three continents together with a huge increase in capacity in Pakistan as part of the Doha-based carrier's continued aggressive growth strategy.
The Ethiopian capital of Addis Ababa will become the carrier's 20th destination on the African continent, launching on September 18, followed a month later by Clark International Airport in the Philippines from October 28.
Effective March 1 next year, Philadelphia will become the airline's fifth US gateway. In addition, Qatar Airways is significantly increasing capacity to Pakistan where it currently operates 17 flights each week across four cities of Karachi, Islamabad, Lahore and Peshawar.
Beginning next month from June 1, Qatar Airways will step up frequency to Pakistan by 60 per cent to 28 flights each week - Karachi up from daily to double daily; Lahore from four to seven flights a week; and Peshawar securing an additional flight to three services each week.
Qatar Airways Chief Executive Officer Akbar Al Baker announced the expansion during a press conference on the opening day of Arabian Travel Market (ATM) - the Middle East's premier travel show - taking place in Dubai this week.
"Yet again Qatar Airways is bucking the trend across the industry demonstrating that we are resilient in times of global economic austerity because while others are cutting back, we see the opportunities to expand our global footprint," he said.
"Our three new routes we are announcing today show we have faith in expanding our operations across different continents. This year for example has certainly been the year of growth in the Middle East with five of our eight scheduled route launches in the region alone.
"We stepped up capacity to the United States, introducing Chicago as our fourth US gateway last month and will now add Philadelphia next year.
"Philadelphia is one of the major hubs of the soon-to-be-merged American Airlines / US Airways and will provide Qatar Airways' customers with onward connections to over 100 cities.
"With the implementation of code share agreements with American Airlines and JetBlue which offer numerous connections beyond our US gateways, Qatar Airways is making big strides to strengthen its presence in the United States to ultimately give our passengers greater travel options."
"Joining the oneworld global alliance later this year will also present tremendous travel options and benefits to our passengers and to those of partner carriers in the alliance."
Added Al Baker: "We have been looking to fly to the Ethiopian capital Addis Ababa for some time, and extremely delighted we will be able to do so later year as new aircraft join the fleet. And Clark International Airport in the Philippines provides us with great opportunities to boost our presence in the Greater Manila area and northern region of Luzon Island. This comes as good news for the well travelled Filipino community with ever increasing demand for flights to and from the country."
Qatar Airways currently operates twice-daily scheduled flights to the capital Manila.
Al Baker went on to explain the importance of growth in Pakistan, saying: "We have had a well established operation in Pakistan for many years, but have always been looking to increase frequency and now thanks to new agreements in place between the relevant authorities, we can soon enjoy more capacity between Qatar and Pakistan.
"Our customers can expect more choice from next month when we increase frequency to three key cities in Pakistan."
Al Baker also gave Middle East and international media an update on the reintroduction of the carrier's five Boeing 787 Dreamliners, the first of which began flying again last week on the Doha - Dubai route, with gradual phasing in over the next few weeks of the other aircraft on long-haul routes such as London Heathrow, Munich, Frankfurt and Zurich.
The airline's Dreamliner Business and Economy Class seats are a key feature on its exhibition stand at ATM this week providing travel professionals from around the world with an opportunity to sample the seats and amenities.
Al Baker spoke of the airline's rapidly developing presence on social media as one of the fastest growing airlines on Facebook. The carrier's fan base has tripled over the past six months and is set to reach a milestone one million users by the end of May. He said the dynamic activity on social media had significantly enhanced brand loyalty and global exposure as the airline also engaged in a number of activities involving users.
The airline boss also provided an a latest developments at Hamad International Airport - Qatar's brand new airport - scheduled to open this year.
Qatar Airways has launched four destinations this year - Gassim (Saudi Arabia), Najaf (Iraq), Phnom Penh (Cambodia) and Chicago (USA). Aside from the newly-announced routes today, over the next few weeks and months, the network will grow further with Salalah (Oman on May 22), Basra and Sulaymaniyah (Iraq on June 3 and August 20 respectively) and Chengdu (China on September 3).
Qatar Airways has seen rapid growth in just 16 years of operations, currently flying a modern fleet of 123 aircraft to 126 key business and leisure destinations across Europe, Middle East, Africa, Asia Pacific and The Americas.
The entire buzz about content creation by every brand has been pushed to heights. Somehow all the marketers now have a never ending belief in content marketing and power that it possesses. But are all brands content brands?
In a five-part interview series about the challenges and opportunities that social media presents to the brand idea Stephanie Myers of JWT Canada interviewed Ingrid Bernstein to reveal few interesting disclosures. Here’s what we’ve gathered:
The first thing she pointed out was that marketers need to take on strategic and production hurdles to turn their brand into a content brand.
While researching about the same topic I came across numerous examples of creating a great contend brand but thing that stuck with me was a website’s comparison of Tom Cruise as a brand to that of other brands and how the veteran actor has kept himself up and alive through dark patches as well.
Tom Cruise certainly makes for a compelling model of how to run a brand and there are many things a business can learn about reputation management and content strategy from him.
To derive the crux of his strategy, Cruise delivers to his core audience while attracting new fans with moderately risky creative choices, still keeping himself fresh for critics and colleagues with strategic, iconoclastic roles that challenge the core Cruise brand.
One must manage your brand identity through choices in content. The days of the “EAT HERE” ad campaign are no more. There are too many alternatives. Like it or not, everyone is now in the content business. Involve and evolve—or dissolve.
Here is a brilliant divide to keep up the content strategy simple yet extremely effective:
• 70 percent of our content should be solid, standard stuff. Basic how-tos and advice those are safe and easily justified as supporting SEO and other efforts.
• 20 percent of our content should riff on the 70 percent, but take some chances. This is the content that expands on 70 percent content, but may flirt with controversy, or try appealing to a new audience, or otherwise be moderately risky. It may also take a bit more effort. It also offers a higher potential payoff.
• 10 percent of our content should be completely innovative. Things we’ve never done that, if they work, could become part of the 20 or 70 percent. Ten percent content often requires a lot of work or audience interaction. Or it’s just risky. Most of the 10 percent will fail. You still have to do it. It’s really important, because without it, the entire strategy stagnates.
“Building an ROI model for a brand is quite elusive for most brands. Part of the challenge is that brands advertise because they want to sell more and sometimes it’s hard to measure the impact of a social media strategy on that outcome. There are all these other intermediary outcomes. Things like the number of ‘Likes’, the amount of comments, the amount of social validation, the amount of participation, the amount of sharing. Brands have to be comfortable with that being a measureable goal.” Said Ingrid, in the interview.
When asked that could all brand be content brand she explained “One of the factors we take into account with brands that want to get into content marketing is asking: “Is there a white space for that brand?” Is there a place that they can add value in a way they can own within that category? When brands make content they aren’t competing with other brands; they’re competing with other publishers and other content creators. If you’re in the beauty space for example, it’s very hard to find white space as a brand. The same is true of culinary food based brands. It can be done; it’s just that finding that own-able territory is the big challenge, and the key to success.”
Lastly on how to identify that whether an idea will be a success in social media or not she stated “One of the biggest things I think about when I look at ideas is, “Will someone want to do this?” We talk a lot about value exchange—whether we’re asking more of people than we’re giving them. This is a very fundamental question that has to be asked. What will actually motivate people to want to participate? If there’s not something in it for them, there are so many other things competing for their time.”
Data sourced from PRDaily and JWT Blog
OSN, the leading Pay-TV network in the Middle East and North Africa, has further strengthened its regional footprint with the inauguration of its flagship state-of-the-art experience showroom in Kuwait.
The new showroom, located in Dajeej, focuses on the TV viewing experience with features including a home theatre area, sales and customer service centre, as well as a specially designed demo area for OSN's new technology including OSN Play and OSN Plus HD.
David Butorac, CEO of OSN, said: "We are focused on aggressively expanding our regional presence through new retail touch points that bring us closer to our customers and provide an enriched experience.
"Kuwait is one of our fastest growing markets, with a large segment of discerning television viewers, who demand high quality entertainment across multiple platforms. We recorded a healthy 24 percent growth in our subscriber base last year in the country, and this new showroom reflects our continued commitment to provide Kuwaiti residents world-class premium entertainment with the highest standards of service."
According to the Arab Media Outlook Report 2011-15, pay-TV penetration is set to grow significantly in Kuwait led by the high disposable incomes of residents. OSN is drawing on this robust growth opportunity through the new showroom, which opens doors to the most sought after TV entertainment.
Customers can experience first hand the pioneering OSN Plus HD, the region's first 3D, HD, Internet enabled satellite receiver and recorder. With a terabyte storage capacity, viewers get access to a vast library of on-demand content at the touch of a button. Visitors can also explore OSN Play, the region's first online TV platform, an ideal fit for Kuwait which has one of the region's highest internet penetration rates of over 74 percent. With OSN Play, viewers can watch their favourite TV on-the-go anytime, anywhere on multiple devices including their laptop, the iPad or Android Tablets.
OSN currently has six key locations across Kuwait including Marina Mall, Avenues Mall and Al Fanar Mall with over 400 retail touch points across the region.
Dubai Film and TV Commission (DFTC) has announced that it will exhibit for the first time at the Cannes International Film Festival, which runs from the 15th to 26th May.
In a complete representation of the Dubai film industry, DFTC will join Dubai International Film Festival (DIFF) and Dubai Studio City in the UAE Pavilion.
The Cannes International Film Festival is one of the most renowned and publicised film festivals in the world.
Year after year, it successfully encourages the development of the art of filmmaking in all its forms, while fostering and maintaining a spirit of collaboration among filmmaking countries.
As such, DFTC, DIFF and Dubai Studio City will showcase Dubai's film industry's full offerings at Cannes, from premier shooting locations, to cutting-edge production infrastructure, to cinematic distribution.
In line with Dubai Film & TV Commission's vision to support and provide greater exposure to home-grown Dubai talent within the international film scene, this year, DFTC is proud to sponsor Abdulla Al Kaabi, a young Emirati Director who won critical acclaim for his first award-winning short film - The Philosopher.
Since last year's Cannes International Film Festival, the Dubai film industry has witnessed a ground-breaking year that includes the launch of the Dubai Film and TV Commission, the completion of the region's most advanced sound stages at Dubai Studio City and the largest and most successful Dubai International Film Festival to date.
This year, the United Arab Emirates' key film establishments from Dubai and Abu Dhabi will jointly exhibit at the UAE pavilion during Cannes. DFTC, DIFF and Dubai Studio City are thrilled to partner with Abu Dhabi Film Commission, Image Nation and twofour54 to affirm the UAE's position as a global centre for film production, financing and distribution. The teams will meet with leading filmmakers and production companies from around to the world to promote the UAE's diverse offerings to the film industry.
Jamal Al Sharif, Chairman of the Dubai Film & TV Commission, commented on the occasion: "Cannes International Film Festival is an excellent platform to promote Dubai's burgeoning and rich film industry to an important global audience. This year's Festival falls at an exciting time for Dubai's film Industry, which has already seen the production of a number of significant projects in 2013 - with more to be announced shortly - as well as the completion of two brand new sound stages at Dubai Studio City due to be open this fall. This maturation of Dubai's film industry strengthens its position as a leading media hub and sets the tone for an exciting ten days of discussions to be held during the Festival."
Jamal Al Sharif, added: "Our attendance at this year's Cannes International Film Festival alongside DIFF and Dubai Studio City plays an important role in supporting Dubai's 2015 Strategic Plan, as the film and TV industry has a high multiplier effect on the macro economy, impacting, among others, the tourism, transportation, financial services and construction sectors and, ultimately, contributing to an increase in the overall GDP of the Emirate."
His Excellency Helal Saeed Almarri, Director General of Department of Tourism and Commerce Marketing also commented on the occasion: "We are proud to see the tangible growth in Dubai's film industry and Dubai's most comprehensive industry presence at this year's Cannes International Film Festival. Given that film and TV contribute to Dubai's GDP at a ratio of 2:1, film plays a vital role in establishing Dubai as a premier global tourist destination."
Smart business owners understand the power and importance of mobile marketing to their bottom line. They use mobile apps to connect with customers, share relevant news, offer great deals, increase foot traffic, take reservations, and boost their revenues. Whether they deliver a service, sell products in a store, or run a successful restaurant, they know that having a mobile app is one of the most effective ways to reach customers on the go.
But not all apps are made equal — scroll through the iOS App Store and you’ll find countless offerings that are useless to users and a waste of money from companies. In fact, some apps actually make the businesses that produce them look worse to potential consumers than if they never put that app on virtual shelves.
There are few features an app must have to become a hit among the consumers:
•The importance of having some way for users to provide feedback on your app is critical. Whether it is a button or a link to open an email doesn’t matter; the important part is that you give your users a quick way to report bugs, and provide suggestions or criticisms. Users will appreciate knowing that you are open to their feedback and that their input can shape the future of your app.
•For many brands, especially retailers, what matters most is location. The ability to provide customers with recommendations and offers based on their whereabouts is a killer feature for many marketers. Small Luxury Hotels of the World, a network of premium independent inns, published an app that suggests to travelers nearby points of interest based on their phone's GPS coordinates, accelerometer and compass.
•Start the user experience out right! Use Facebook Connect or another single sign on technology solution to allow your customers to use their social media logins to sign into the mobile app (and keep them signed in). And always give them a way to retrieve their user name/password or remind them which social network they used when setting up the app.
•A compelling mobile application must feature an interface that focuses on usability. The best way to do this is to follow the general application hierarchy of widely used apps like Facebook, Instagram and Twitter.
•If you must ask users to register, sign up, or fill out forms, be zealous about eliminating every possible click, or tap, from the design. Ask for less information. Conversion rates fall sharply when extra work is required to sign up.
•The content in it must be something that is impossible to gain from your website. Stop building apps that are just big web browsers, and focus on pushing relevant information and delivering a richer experience that is beyond what your mobile website can do.
•It’s very important to make sure the app isn’t slow. People used to despise Facebook because of how slow the mobile app is. It is crucial that your app doesn’t make people wait around while it loads.
With an increasing mobile app demand, the app download is going to reach 180 billion by 2015, predicts IDC and the industry will reach $25 billion by 2015 reports MarketsandMarkets. The penetration of mobile and internet in the Middle East is on the rise and there is a huge scope for mobile app startups.
