The Emerging Mobile Ecosystem

Consumers will respond to one-click transactions that process payments in

the background.

Uber’s fast growth is due to lightning-fast consumer adoption, and that’s

because of “Uber-ish delivery”

There is a great opportunity for established retailers, transportation

companies, banks, and others to leverage what’s becoming standard

consumer behavior.

Consumers will respond to …..

With a $40 billion paper valuation, the simple app connecting drivers to

passengers is now worth more than Halliburton Corporation, Aetna, General

Mills, Delta Airlines, Kraft Foods, and Charles Schwab

Uber’s fast growth is due to lightning-fast consumer adoption, and that’s

because Uber does two things very well.

• First, it monetizes downtime. For professional drivers, Uber is a fast,

easy way to find riders. It’s also been a boon for people who’ve lost their

jobs, offering them a way to make money when other jobs are hard to

find.

• Second, Uber provides a seamless payment interface. Riders don’t need

to carry cash or even a credit card, as the entire transaction is handled

via a simple mobile interface.

“It’s like Uber for ____”:

5 Predictions of How Apps Will Change

1.Apps will get more and more targeted

When companies first began developing apps, they were

multipurpose. If an extra feature or functionality could be fit

into an app, it was. That’s changing. We’re going to see

people going back to the idea of apps as tools, meaning apps

will be created to address very targeted needs.

On the B2C side, the app world is getting more and more

crowded, so the more specific you can make an app, the

easier it is for someone to get the value out of that app.

What’s driving this in the B2E (business to employee) space

is the consumerization of IT. Technology managers charged

with mobile strategies are trying to create natural interactions

for business-focused tools based on what people do daily

with their phones.

Facebook is a great example. After breaking out photo and

chat from what was once an all-in app, it’s training people to

think differently about how they use their devices. We’ll see

more specificity going forward.

2. Apps will get more disposable

Along with apps targeting very specific purposes, businesses

will get more comfortable with a shorter app shelf life. In the

early days this was unheard of because of the amount of

money invested in apps. Now with third-party app platforms

make it easier and easier to build apps, organizations can

bring apps to market quickly that are intended to meet short-

term objectives.

Take fashion brands, for example. A sales app that is devoted

to this season’s catalogue is then archived, or even thrown

away, and a new one is built for the next season, allowing the

brand to always stay current.

The same holds true for “versioning,” which is picking up a lot

of steam. A large global brand can build a base sales app at

headquarters, but then that app becomes localized so each

region around the world has its own app. This enables sales

teams in different geographies to add and subtract relevant

material.

3. Apps will be used more for marketing

As people get over the idea that an app is permanent, apps

will be seen routinely as another tool in the marketing toolbox.

While the web and social media serve important functions,

mobile brings unique qualities to a marketing campaign.

Targeting a device that’s with a consumer all the time,

marketers are seeing the huge potential to leverage things

like location, photo-sharing and messaging to build more

engagement.

4. Apps will get more plentiful in B2E

Today, IT departments have directives to build more apps

and increase the mobile app presence for their companies,

particularly for B2E and internal applications. More and more,

mobile apps are being seen as a tool of the enterprise. This

represents a shift away from seeing them only as a

broadcast mechanism aimed at a public audience, to having

specific purposes targeting a particular group of people, such

as members of an organization, university alumni, etc.

5. App communication — and 2-way communication — will

become more frequent

To maintain user engagement, all apps are working

hard now to find the right communication frequency.

This is true whether you’re trying to reach a million

consumers or five sales people. For example, with

internal sales apps, updates will become more regular

as a means to communicate regularly with sales teams

and share up-to-the-minute information whether it be

product-related, an HR message or to explain changes

in policy.

On the consumer side, a trend that’s already happening

and will become more practiced, is personalizing

messaging based on users’ location, actions taken or

opt-ins. Along with this, apps will incorporate feedback

mechanisms more and more, providing ways for users

to participate in two-way communication. This could

include anything from a survey to tap-here-to-send-a-

comment. The app only as a one-way broadcast

mechanism won’t be enough going forward.

5 Predictions of How Apps Will Change

1. Apps will get more and more targeted

2. Apps will get more disposable

3. Apps will be used more for marketing

4. Apps will get more plentiful in B2E

5. App communication — and 2-way

communication — will become more

frequent

How True !

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@rohitnotifiesRohit Kumar Cherukuri

www.DigiMaverick.com

C Rohit Kumar

Rohit@digimaverick.com