Google’s New ‘Advertising ID’ Is Now Live And Tracking New Android Phones

This week we spotted the new system, \”Advertising ID,\” in the wild. We know it\’s being used to track users with newer versions of Android phones. We believe it is running on KitKat, the latest version of Android. Below, we\’ll show you how to locate Advertising ID in your settings and turn it off or on.

via Google’s New ‘Advertising ID’ Is Now Live And Tracking New Android Phones — This Is What It Looks Like – Business Insider.

Android vs. iPhone- one size fits all? @dannysullivan

Danny Sullivan writes about a POV of  Android fragmentation as a feature and not a bug:

For all the “fragmentation” worries raised about Android, the advantage has been that the fragmentation allowed a thousand Android devices to bloom (and a handful of those to flower into big hits).

via Android updates embarrassing, but do users notice? | Common Sense Tech – CNET News.

When studying global marketing strategy, there’s a primary question you address:

Can you create one product and sell it globally or are the different global markets different enough where you need to tailor your products to every market?

That’s the explanation for why televisions from the same company look different in Europe vs. the U.S.  Look at the cars driving around in any European city and there’s a notable difference than what you see in any city in the U.S.

On the flipside, look at the global success of the iPhone.  It’s the same product sold globally and it’s been a smashing success.  Apple is making more money ex-US than in the US now.

I suspect that as the smartphone market matures, differentiated products will be a natural evolution as companies try to eke more money from their user base.

There’s really no right or wrong answer but I guarantee that Android vs. iPhone will become a key case study for global marketing strategy students in the future.

eCPMs still remain 5x lower on mobile than desktop and the average revenue per user (ARPU) also remains far behind on mobile

As if you haven’t Meeker’s latest internet report yet:

Meeker believes that the current problems with mobile monetization are just a temporary issue. She believes that mobile monetization levels in the U.S. could surpass the desktop within 1-3 years. “Mobile monetization,” in her view, “has more going for it than early desktop monetization.”

via Mary Meeker: “Mobile Monetization Has More Going For It Than Early Desktop Monetization Had” | TechCrunch.

Check out the list below and it’s hard to say that the situation would be similar if Apple/iOS’ wasn’t a big part of the mobile ecosystem.  How the mobile platform war plays out will have huge implications on mobile monetization trends going forward.