Philip Kushmaro

Stories By Philip Kushmaro

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  Apps

  Apps By Philip Kushmaro

  Are Apps Doomed?

  It seems we have run into a conundrum in terms of mobile devices and the value of apps as we currently know them today. While people around the world spend more time on their cell phones and devices and are more reliant upon them than ever before, it is becoming increasingly more difficult for app developers to establish their offerings as relevant, value-laden entities. The app market is oversaturated, and the mere download of an app means very little compared to how often it is actually used. In fact, 4 out of 5 users who have downloaded an app fail to become active users. Statistics show that most mobile users download zero new apps per month. If this figure were not ominous enough, another report from Forrester shows that users typically spend 80% of their time on mobile on only a handful of given big-name apps, leaving the others in unused obscurity, doomed to collect metaphorical dust. Where did apps go wrong? Apps as we know them in their current forms, are headed for extinction. A generous collection of them can become visually unappealing, disorganized, and take up too much space and memory on our devices. It may be wiser to take a look at the dejected status of apps not in terms of what services they provide, but instead of what functionality they lack. The world of mobile evolves more and more with each passing year, and apps need to stay one step ahead of the game—in terms of technological innovation, a favorable user experience, breadth of offerings, and more—in order to have a fighting chance in both the marketplace and the lives of its users. What's on the horizon? As we settle into 2017, we are taking notice of specific sectors in the app world that are proving to gain significant steam. The biggest adaptations are (and will continue to be) instant apps or app-streaming, which was recently introduced by Google and does not require multi-step installations that often deter users from completing the download process. Progressive web apps (PWAs) also provide favorable alternatives to the soon-to-be-outdated native app, allowing for a quicker, more streamlined web experience with fewer steps and less red tape. PWAs are also more favorable for developers, who now have the ability to program one definitive app, rather than draft three different versions of the same offering separately on iOS, Android, and web. Next, apps that allow for multi-action functionality within a single interface might be the brightest stars on the app horizon. Savvy device users are increasingly aligning with "mobile first" mentality, which encompasses the separate but equal needs for speedy efficiency and heightened accessibility. Simply put, time and effort must be minimized while maximizing productivity. Leading mobile discovery platforms like Appnext have realized early on that the true battlefield is no longer growth, but engagement. In other words, driving growth beyond installs and making sure your app is used again and again has taken precedence. As such, re-engagement strategies and relevance of every mobile interaction will become the focus of the industry, retiring "growth hacking". Targeting geos and "guestimated" personas is no longer enough. Each ad, message, and placement will be driven by unique real-time context, opening the era of ads that serve, not annoy and interrupt. In China, WeChat has taken off with flying colors since its inception in 2011, and by 2015 reached 549 million monthly active users (MAUs). (By comparison, Facebook Messenger logged 600 million global MAUs by the same time, despite not having a Chinese presence.) It's perhaps the most shining example of "mobile first" done correctly, and may very well set the standard for all apps that come after it. WeChat is much more than a simple messaging app, and though it's currently available for use only in China, there are several key takeaways that make its model not only relevant, but essential, to consider for future app building. The most striking element of WeChat is its seemingly limitless functionality; it truly serves as a one-stop shop for a host of services and activities including but not limited to the social sphere. From within WeChat, users can order food delivery, hail a taxi, play games, transfer money, shop online, access fitness tracking data, download bank statements, pay bills, read the news, and so much more — all without leaving the app, thanks to its "app-within-app" framework. It has essentially condensed the whole of the internet into a single interface from which users can access any and all of their desires in the digital sphere. So what now? Going forward, app developers would be wise to tailor app offerings and the experiences therein to fully encompass their users' daily propensities and even their most minute needs. The "mobile first" user prizes multitasking apps that encompass various parts of their lives, including but not limited to entertainment, communication, and the tasks they need to get done. Furthermore, the total user experience needs to be as simplified and streamlined as possible in order to attract the user from the get-go. As they say, you only get one shot to make a great first impression. Design a forward-thinking app with multi-layered functionality that puts the individual and his/her mobile-mindedness at the fore, and you'll find that apps aren't so much doomed as they are entering a brand new, revived, and more effective era of existence.

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  Robotics

  Robotics By Philip Kushmaro

  How Robots are Designing Logos

  It's still dumbfounding that we can title articles this way without continuing with a review of the newest sci-fi movie taking the world by storm or the latest hit satirical social commentary, yet here we are. We've found ourselves on the brink of a schism between cutting corners with technology we can program to do our jobs for us, and the begrudging acceptance that, despite said technology, we may still need people around for a variety of reasons-- could there be something about the human condition that artificial intelligence just can't capture? Could it be that creativity simply cannot be created by an algorithm, as it is a unique thing? These questions seem to conclude that humans still dominate the creative sphere. However, robots have managed to prove us wrong, excelling in other areas of marketing, including creative outlets that have long been the realm of men. Creativity is a fascinating human phenomenon — one that's difficult to pinpoint and define — but, the more we learn about it, the easier it becomes to break it down into a language of algorithms. It appears we've arrived at a sort of artistic crossroads where design meets machine, and the machines are taking the creative plunge by way of logo design, seemingly successfully. How we got here The concept is brilliant: if you're a company just getting on your feet, you don't have the resources or the finances to dedicate towards a designer to tailor you the perfect image. However, logos are such an integral part of your brand that you're then stuck between a rock and a hard place--how do you get your story told and your mark made without blowing a significant portion of your start-up capital on the very basics of creating your brand? The solution practically created itself: Robots will do it for you, in a fraction of the time and for a fraction of the price. Tailor Brands' platform, for instance, managed to teach computers how to design anything from logos to presentations, and even entire brands, in less than half a minute's time. The platform enables users to preview their robot-created designs before paying for them. The process Robots have long been trying their hand at creative outlets. Back in 2008, robots generated a novel which combined the plots of Leo Tolstoy with the style of Haruki Murakami. A computer named EMI (Experiments in Musical Intelligence) even created music by looking for patterns in works by composers and then replicating them in new ways, and a bot called Emily Howell who's able to compose an infinite amount of new music all day for free. In fact, the music was so "creative" and "unique" that a blind test showed that people couldn't tell the difference between her work and the work of human composers. Innovations in the botting world don't just end there. Quickly and efficiently, robots- created by a team of engineers and designers- can now help businesses design their logos and brand. By combining certain facts about your company, including the name, purpose, and what you're all about, they're able to generate a logo and tagline that are supposed to help you ultimately foster brand recognition for yourself. There could also be programs that simply take the text of your company name (without taking anything else into account) and show you various sample logos you can choose from. It's set up to be an interactive process, so that as you scroll, you can select the symbols you like and even edit the various elements of the design they've shown you, such as the font and the layout. An algorithm helps craft your ideal design as you narrow down the the selection of logos that appeal to you, so your finished product should more or less reflect a symbol of what you think best represents your business. Cost-efficient? It certainly is. The cheapest, most basic logos created by designers (we're talking human here) cost around $200 and upwards, and that's if you're hiring a freelancer. An independent firm can charge you anywhere from about $500-$3,000, and a professional agency would probably quote you something in the $1,000-5,000 range. These numbers can be panic-inducing for a smaller business, and that's where the market has paved a walkway for robots to slink in on. Logos produced by computers start at $24, with some companies even offering them for free. If you want something that really reflects your business, free might not be your friend; it's worth your time to invest the few dollars and collect on a more sophisticated, tailored logo, as it's still such a low cost in comparison to paying a designer. Implications for the future: Does it work? Maybe the science hasn't been perfected, but it's getting there quickly. While a noted criticism of the concept was that the robot-generated logos initially looked plain and somewhat similar to one another, as time goes on the system becomes more and more polished. Like humans, the robots are learning to refine their technique and adopt a somewhat nuanced "perspective" on design. The artistic, financial, and arguably moral implications this up-and-coming industry has on us as a society poses interesting questions as to what it means to live in this new age of digital marketing, but regardless, there's no denying that robo-designed logos come with their advantages. Like it or not, robots are making our logos handsome in a more timely and cost-effective manner, and this principle could potentially extend towards all sectors of marketing design in the near future.

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  Cybersecurity

  Cybersecurity By Philip Kushmaro

  The Tech Behind Data Privacy and National Security

  When Edward Snowden leaked America's extensive surveillance practices, it didn't just impact American citizens. It changed the way people all over the world thought about their data privacy and how it impacts national security. The increased focus on data privacy hasn't only affected governments either. It has shed new light onto the data collection practices of businesses. Many have called into question how businesses should handle data, with national security matters (Apple's refusal to unlock an iPhone is a great example) and data breaches creating big discussions on the subject. A fine line People feel just as negatively about the collection of their personal data today as they did in 2013. However, despite the negative associations, people are becoming more willing to let their data be collected if it will protect national security. Astonishingly, only 20% of people surveyed in 2016 don't support the use of personal data to protect national security. This is a major decrease from the 42% who were opposed to it in 2013. This information reveals 2 key points businesses and governments must keep in mind: People are willing to provide their personal data - for the right reasons Even if someone is willing to open up their personal data, it doesn't mean there won't be a bitter after taste. Another important point to consider is that the more personal the data, the less comfortable an individual will be with a business or government having access to it. Businesses and governments will need to walk a fine line when it comes to data collection. One that only collects data that's relevant, and only uses the data for the correct reasons. People's biggest fear The biggest fear for individuals isn't that the government or business will misuse their data, but rather that they don't have the security measures in place to adequately protect private information. The majority of people feel that companies and their governments can't keep their data secure. That's a major pain point, that has only been getting worse with the latest attacks and breaches. Just this year alone there have been several major incidents which have given individuals cause for concern: Ukraine's power grid was shut down Over 100 million dollars being stolen from banks this year The rise of ransomware You may notice that none of these incidents are related to people's privacy. That's because there's been no major media coverage of data breaches in 2016. In individual's minds, the question looms: "If governments can't stop their power grids from being shut down, and banks can't stop the theft of tens of millions, how are they going to protect my private information!" Will data ever be truly secure in other's hands? Many individuals feel like their private data will never truly be secure in the hands of a government or corporation. Most don't even believe they have control over their own data. In a world where merely owning a phone broadcasts so much information about you, it can be tough for a business or a government to reassure individuals. Technologies like HP ArcSight already exist which will help keep private data secure and there are even data analytics companies like SQream which can aid in accelerating security and forensics analytics by querying larger historical time frames and doing it faster than with traditional security products alone. In fact, many governments and businesses are already putting increased cyber security measures into place so that they may keep their data safe. So while your data may never be 100% safe, there are many steps that can and already are being taken to make it secure. Parting Thoughts At the end of the day, the balancing act isn't so much about whether or not to use data for national security. Most people are willing to do that, and agree that it's necessary to protect the countries, cities and even neighborhoods they live in. The balancing act between data privacy and national security is more about ensuring that the data which is being collected is the right data and that it is kept safe.

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