Editor’s Note: CTIA Wireless, the wireless industry trade group’s flagship conference, was held in Orlando last week. (A switch up from the organization’s long standing relationship with Las Vegas.) Filled with wireless and mobile leaders, innovators and enthusiasts, several Boston companies made the trek south to exhibit (see a full list here).

On top of these exhibitors, Boston CEOs Mike Grimes of Modiv Media and Raj Aggarwal of Localytics were featured as speakers on panels during the three day conference. They dropped by BostInno to share their talking points and takeaways from CTIA — from mobile app analytics to NFC mobile payments — right here, with the Boston community:

Panel: Mobile Web & Apps World Forum

Raj Aggarwal, Founder & CEO, Localytics

The Mobile Web & Apps World Forum panel discussed the development, marketing and monetization of apps. The perspective we shared –which has been confirmed by many large app publishers — is that we have seen an evolution in the objective of app publishers over the last 12 to 18 months.

The focus in 2009 and early 2010 was on building and optimizing apps. Publishers wanted to be “in the market” with an attention-grabbing, well perceived app. The focus was on building the customer base, optimizing the experience (things like performance and features), and learning the logistics of producing and releasing apps.

The focus in late 2010 and into 2011 has shifted to focusing on growing loyal, engaged users (as opposed to just big download numbers) and having apps add value to the business. As a result, publishers want to understand the profiles of loyal users and then find more of the same. The apps also have to prove their value by strengthening the brand, growing digital subscriptions, license sales, advertising revenue and in-app sales.

Localytics has seen the need for analytics around these apps evolve at the same time — with the weight shifting from a technical focus on errors/crashes, OS versions, etc. to real customer engagement, conversion funnels, customer profiles, demographics and optimizing advertising. We also shared recent studies and research with the audience at CTIA, including our latest report showing that 26% of apps downloaded are only used one time — or more than 10 times.

Panel: Merchants & Commerce Over The Mobile

Mike Grimes, Founder & CEO, Modiv Media

You don’t have to wait for NFC. Mobile shopping and commerce is happening today. And, it’s not waiting for NFC. It’s not waiting for any technology. NFC is a great concept that, once a true global infrastructure is in place, will further simplify the process of paying things by phone.

But, smart retailers and companies aren’t waiting for NFC. Starbucks has had over 3 million people pay with their QR code-based mobile payment app. Billions of dollars of real-world goods are being purchased through apps from eBay and Amazon. And, Modiv has retailers piloting our mobile shopping solution that combines mobile scan for purchase, personalized offers and coupons, and self-checkout all on an iPhone. The bottom line – mobile shopping and commerce is here.

What was most interesting at CTIA was, with mobile technologies moving so quickly, that there’s such a disparity of opinions and knowledge around mobile’s impact on retailing. But, as you look at the data that’s coming out from app companies, technology vendors, the media and analysts, one thing is clear – shoppers are using their phones for more than price comparisons and checking-in. And, mobile shopping is impacting not just retail, but every industry. Financial services companies saw a 120% increase in app usage. Paypal is processing over $6 million a day in transactions. And, half of us will have a smartphone by the end of the year. 2011 is shaping up to be the year that mobile shopping and retail goes beyond cute games and simple check-in apps. It’s the year that retailers realize that they need to adopt and embrace the mobile experience because that’s what their customers want.

We’re very excited about this wave as Modiv has been on the forefront of the in-store mobile experience for nearly a decade. Smartphones are taking that experience beyond the store’s four walls and integrating it with a shopper’s everyday life. Smart retailers will embrace and exploit that experience by delivering a personalized experience to the customers via a branded app that’s tied into their loyalty program and POS system. These are very exciting times for retailers!

Thanks to Raj at Localytics and Mike at Modiv Media for sharing their talking points and takeaways. Were you at CTIA? What panels and takeaways did you find most interesting? Let us know in the comments!