Category: Featured News

The country is already the fastest growing market for smartphones and is now leading in ad earnings.

India has now become the top APAC (Asia Pacific) market in terms of the speed of growth of smartphone ownership and with that, the country has now risen to the point in which it is also leading in the area of revenues generated through mobile advertising.

This trend is being credited to a considerable change in the country’s online marketplace due to smartphone ownership.

A rapidly growing number of mobile device owners have turned away from their old feature phones and have purchased smartphones in order to be able to take advantage of a whole range of additional features. That said, digital marketing trends in the country are also pushing a rising number of marketers, retailers, entrepreneurs and even filmmaker to look to mobile advertising in order to reach this growing number of consumers who don’t go anywhere without their smartphones.

A new report has shown that in India, the mobile advertising opportunities are rising to an astronomical level.

The Mobile Marketing Association (MMA) and Opera Media Works have released the results of their Q3 State of Mobile Advertising research in which they discovered that “In India, 75% mobile users have smartphones. Even in markets where the transition from feature phones to smartphones has been slower (Vietnam, Indonesia and the Philippines), about half of the mobile user base has moved to smartphones.”

Furthermore, among the smartphone based users of the global mobile ad platform from Opera among s6 countries in the APEC region, it was found that the top operating system among smartphone owners is Android, with a massive 67.1 percent market share of mobile ad impressions.

Dr. VIkas Gulati from Opera Mediaworks Asia explained that in terms of mobile advertising, it is video ads that are truly paving the way for monetization throughout the APAC region. That format is drawing attention, engaging people and is “ultimately converting consumers.” Gulati added that “India leads in over all traffic and the top three categories for ad impressions are Mobile stores and career portals, social networking sites and apps, and sports.”

The augmented reality wearable technology was used to assist with the complex medical procedure.

Despite the fact that Google Glass has been falling out of the spotlight over the last while, the device has managed to make headlines once again as cardiologists have now used the wearable technology to assist them in completing a surgical procedure to unblock the coronary artery of a 49 year old male patient.

A custom app was created for the purposes of this procedure and the augmented reality headset displayed the 3D assistance.

The Google Glass app was created to offer the surgeons a 3 reconstruction of the artery, which they could view through the headset throughout the length of the procedure. This made it possible for the physicians to more effectively guide a catheter to the area with the clog. Using a catheter was used to send a stent or balloon into a clogged area is a common method of treating a blocked coronary artery. It is a procedure that is called a catheter-based percutaneous coronary intervention (PCI). That said, there are risks involved with this type of surgery, as one of the most challenging components of the process is to image the artery.

Google Glass made it easier for the doctors to use imaging and to view it in a way that could help to guide them.

Computed tomography angiography (CTA) imaging techniques were used to view the patient’s specific blockage. The augmented reality headset then used the custom mobile app to display the patient’s own unique artery and blockage within the field of vision of the physician. This way, the doctor could visualize the patient’s own coronary vessel as the catheter was used for unblocking the area. In this specific surgery, there were two drug-eluting stents that were successfully implanted into the patient.

Using this strategy with Google Glass, it means that the same CTA images become much more usable and practical for doctors while they conduct the procedure as they can view them at the same time that they are inserting the catheter in order to provide them with continual customized guidance.