Thought Leaders in Mobile and Social: Interview with Alex Bratton, CEO of Lextech (Part 3)

Sramana Mitra: Based on what you have told me, it seems that in being able to deliver these solutions, you are in some cases connecting into other systems. What kinds of other systems are you connecting into, and what do you learn from connecting into those systems? Alex Bratton: One of the fundamentals for what

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Thought Leaders in Mobile and Social: Interview with Alex Bratton, CEO of Lextech (Part 2)

Sramana Mitra: To achieve that kind of efficiency and intelligence in the app, did you have to build a configurator in the back end? Alex Bratton: We did not. We had to identify all different types of data – equipment types, facility types, etc. to try to nail down the master data source. Did we

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Thought Leaders in Mobile and Social: Interview with Alex Bratton, CEO of Lextech (Part 1)

Alex Bratton is the chief executive officer of Lextech, a company that creates custom mobile apps for organizations to optimize their workflows. Alex has a BS in computer engineering from the University of Illinois at Urbana-Champaign. He founded and lead several successful companies in the past, including EmailRx, The Net Squad, and WebRPG. In this

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Thought Leaders in Mobile and Social: Interview with Gil Dudkiewicz, CEO of StartApp (Part 6)

Sramana Mitra: It sounds like it is a fairly immature industry, both on the targeting and the tracking sides. What is happening is quite inaccurate. Gil Dudkiewicz: It is an industry that is booming in an unbelievable way. When I started this company three years ago, I did presentations and looked at projections – usually

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Thought Leaders in Mobile and Social: Interview with Gil Dudkiewicz, CEO of StartApp (Part 5)

Sramana Mitra: There is a very large inventory of free games out there. You are moving from one part of the game to another, and there is an ad showing up in between. That is also very common, isn’t it? Gil Dudkiewicz: Absolutely. That is something we are doing as well. Because then the user

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Thought Leaders in Mobile and Social: Interview with Gil Dudkiewicz, CEO of StartApp (Part 4)

Sramana Mitra: What other trends besides the call to action becoming more precise and location becoming a wider spread phenomenon do you see? Gil Dudkiewicz: One of the trends we are seeing in mobile is unique new ad units that didn’t exist before on the PC.

Thought Leaders in Mobile and Social: Interview with Gil Dudkiewicz, CEO of StartApp (Part 3)

Sramana Mitra: So you are saying that as this evolves, the pay-per-call on the mobile side is going to be more of a call-to-action-based advertising metrics? Gil Dudkiewicz: You have more options in a pay-per-action than you have on the PC. For example, a few days ago I got a Starbucks gift code. I can

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Thought Leaders in Mobile and Social: Interview with Gil Dudkiewicz, CEO of StartApp (Part 2)

Sramana Mitra: Does that mean you are operating largely within the same target audience – the same value of, How many ads I can show at what CPM? Is that all reasonably similar? Gil Dudkiewicz: It is segmented, and there are different use cases among different countries. But the scale of what we have is

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