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Weather Channel app airs mobile-only show, taps 3D Touch

The Weather Channel, known for its top-of-the-line mobile application, continues its streak as a front-runner with a new update that includes a mobile-only television show and the integration of 3D Touch. 

The digital-focused weather network has relaunched its app to continue its place as a leader in the mobile space, including a dynamic and personal home screen, 3D Touch option and integrated social updates. The updated app creates a new experience for weather fans, serving users tools for an immersive experience and furthering its monetization efforts with a subscription option for ad-free operation. 

"More than ever before, we?re able to explain the context behind the precise weather information the app provides," said Nikki Santoro, vice president of product and design at The Weather Channel, Atlanta, GA. "This update shows users what the weather data means to them in a very personalized way. 

"For example, the home screen changes depending on the time of day and how severe the weather is around the customer," she said. "Users can further personalize their app experience by opting out of seeing ads with our ad-free version. 

"It is a big step in delivering the right information at the right time to help our users make decisions and stay safe."

Streamlining weather
Since the emergence of mobile, users interact with weather content differently and weather content providers needed to evolve to continue its stance within the industry. The Weather Channel has developed an optimized app to continue its status as a weather leader, and its latest update does not stray away from this goal. 
For mobile users with 3D Touch capability, the Quick Actions features is available in which they can hover their finger over the app icon and access a home screen of their choice such as radar, saved locations, share weather, current location or search. One of the biggest innovations of the app is its mobile-only morning show featuring big names such as Al Roker, meteorologists Domenica Davis and Ari Sarsalari, airing on weekdays 6am to 11am. 


The app is highly optimize to support its millions of daily users, which can bog down tech platforms. The idea behind the update is to continuing streamlining the experience, continuing to create a relevant and positive user operation. 

Evolution of apps
Similarly, video rental service Redbox attempted to become the go-to place for all things movie-related with its mobile application update, which integrates with users? social media and allows consumers to add film reviews (see more). 

The update follows IBM acquisition of the Weather Channel?s digital and mobile properties as well as its data assets, enabling the technology company to tap industry-leading application capabilities and weather information as it seeks a bigger mobile role (see more).

"Whenever we design a new product or experience, mobile comes first," Ms. Santoro said. "Smartphones have become the first screen that users turn to for accessing weather information, from checking today's forecast, to planning a trip or favorite outdoor activity, to keeping safe during severe weather. 

"We strive to deliver the right content, at the right time, on the right device," she said. "Executing across mobile devices is imperative to driving growth."

Final take
Brielle Jaekel is editorial assistant at Mobile Marketer