The platform that connects mobile brands across the mobile ecosystem, Button
, has announced a collaboration with IBM’s The Weather Channel, part of The Weather Company
. Through this relationship, The Weather Company platform plans to create mobile integrations with brands including ridesharing service Uber
, activities marketplace Groupon
, hospitality and reservations technology company Resy
, food and alcohol delivery service delivery.com
, and food ordering platform Caviar
The integrations will allow the The Weather Channel mobile to provide complementary services alongside weather data, which the company claims will enhance the users’ overall mobile web experience. With the inclusion of Buttons, users will be able to see buttons alongside weather data on the mobile site.
The company claims that, The Weather Channel provides forecasts for 2.2 billion locations every 15 minutes. Now with Buttons, the mobile app will be pulling in context from the chosen location and The Weather Channel platform will anticipate when a user is most likely to engage based on the displayed weather data and match the best merchant.
For example if there are rains during the morning commute, an Uber Button will appear to allow users to easily call a car; if there’s a sunny and pleasant weekend ahead, a Groupon Button will show users activity options; if it’s a clear evening and it calls for a night out, a Resy Button will allow users to make a restaurant reservations; and if it’s a snowy evening, a Caviar or delivery.com Button would give people the option to order takeout.
“We know that weather affects everyone every day and that individuals are constantly seeking the latest information to properly navigate the elements and plan daily activities,” said Domenic Venuto, General Manager, Consumer Division, The Weather Company.
“Leveraging Button’s Marketplace and integrated service partners, we’re able to provide an enhanced experience for our mobile web users, helping them make more informed decisions and discover fun daily activities.”
According to the Big Blue, by incorporating complementary brands into its own mobile site or app and creating a more connected space, The Weather Channel will be able to act as a launching point for discovery and commerce, ultimately tapping into a new line of revenue while enhancing the user experience.
“With The Weather Channel’s extensive audience, our platform will enable millions of consumers to tap into daily services they need at the touch of a button – whether it’s finding a deal or ordering food,” stated Michael Jaconi, Co-Founder and CEO, Button.
“With mobile engineering resources overburdened at most big companies, Button’s platform offers scale and simplicity for launching partnerships. Working with industry leaders like The Weather Channel is showing us that ‘transactional revenue streams’ are a big part of the mobile future as more and more companies turn to transactional revenue to supplement declining ad dollars.”