Early leaders in mobile marketing, AccuWeather and The Weather Channel are exploring new mobile user experiences to more deeply integrate their strategies.

Advances in mobile delivery techniques are increasingly eliminating a user?s need to search through redundancies for concise information. By recognizing and customizing consumer wants, climate forecast moguls are hoping to change the way weather information is consumed.

?Weather is one of the most popular forms of mobile content and is universally consumed around the globe," said Steve Smith, chief digital officer at AccuWeather, State College, PA.

"It is important for mobile device users to have immediate access to reliable and contextually relevant weather information to help them make informed choices about their day-to-day and long-term plans,? he said.

Contextual weather
AccuWeather is now the default operator on the free, open source mobile platform of Android.

The company's updated app will be pre-installed on the newly launched HTC One.

The app includes a more customized series of weather alerts within the "My AccuWeather? section, which allows for the receipt of severe weather alerts, and lifestyle forecasts catering to health concerns such as outdoor, fitness, travel and fishing and gaming.

Aside from timely weather news and videos, the application hosts hourly and extended forecasts. Users who click through to the AccuWeather mobile Web site will have access to even more detailed information, including 80 hours of hourly forecasts, 45 days of extended weather forecasts, and AccuWeather?s MinuteCast hyperlocal weather forecasting service.

Contextual weather
Free music streaming and recommendation service Songza also recently announced plans to integrate weather data via a collaboration with The Weather Channel into its mobile properties.

Songza will now also recognize weather patterns in the user?s area, and suggests music choices based off the perceived state of mind.

Weather solutions that come straight to the user exemplify the shift in consumers coming to expect on-demand personalized and customized content.

Elias Roman, CEO/cofounder of Songza, Long Island City, NY, said the futuristic assimilation will cause users to be more optimistic about how they gather information.

"The future is less about how people find things and more about how things find people," Mr. Roman said.

"This is valuable for the user because it will decrease the amount of work they have to put in," he said. "It can also increase the value and relevance of the content that comes out. When gathering information about users, if it is a quid pro quo, the more optimistic I think people will be about how their information is gathered and used.?

Final Take
Michelle Saettler is editorial assistant on Mobile Marketer, New York