Wearable Tech World Feature Article
February 19, 2014

Hipcricket Bets on Mobile Marketing for Wearable Devices

The budding wearable tech market is beginning to bloom, and mobile engagement company Hipcricket is positioning itself to be in the right place at the right time with its mobile marketing platform.

Called AD LIFE, the website rendering and text messaging solution reportedly works on more than 7,000 devices—including Google Glass, one of the most talked about wearable devices, thanks in part to the marketing efforts of search engine behemoth Google, Inc.

"We believe mobile will evolve to become seamlessly integrated with our everyday actions in the form of wearable technology," said Doug Stovall, chief operating officer at Hipcricket.

The AD LIFE platform was developed to create mobile marketing campaigns and increase consumer interaction through mobile marketing. It reportedly includes both advertising and analytics capabilities.

"With this evolution, consumers demand simple, seamless and secure mobile experiences,” Stovall continued. “AD LIFE allows brands and agencies to meet this demand and deliver a seamless mobile experience regardless of the user's device. This ability uniquely positions our clients to capitalize on the next generation of mobile marketing."

The move reflects the company strategy to embrace the potential of the wearable device market. Some industry analysts suggest 2014 will be the year the market sees strong customer demand. For example, the smart band segment is estimated to reach 8 million annual shipments this year, then hit upwards of 45 million by 2017, according to market research firm Canalys.

Like the recent shift from desktop to mobile technology, market insiders are watching for the tipping point for wearable devices. While hot products like Google Glass and Apple’s pending release of its iWatch have gotten a lot of press, consumer demand is still uncertain.

A recent survey found 52 percent of respondents in a NPD Group are aware of wearable technology devices. And of those people, about a third said they're likely to buy one. Smart glasses specifically were known by 29 percent of those polled. Respondents cited phone calls, Web browsing and taking photos and videos as the most likely reasons for buying a wearable device.

Edited by Cassandra Tucker

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