Apps will not die, but they will become more important – in a different way
What are the most important factors you MUST take into account when you operate in a mobile world and offer or compete with services based on cloud technology, global ecosystems and hyper-scaled platforms?
You don’t operate like this? Well, then there is every reason to get busy. One thing is certain. Digitalisation will continue to wipe out everyone who responds to it with ignorance, while it will reward the curious – those who dare to think innovatively and differently. In other words – for those of you reading this, it’s time to get excited!
What happens when the mobile phone becomes the gateway to the majority of interaction points?
More and more people do business on their mobile phones, with growth in global mobile phone use having exploded and overtaken all other platforms. The mobile phone has become the gateway to the majority of interaction points, whether it is between people, between businesses and people or people and things. It is about the micro-moment in which the mobile phone is a catalyst for making things happen, whether you’re driving into a car park and are automatically charged, want to check the latest news or buy a ticket for the train or tram.
We don’t need one app from the food box delivery service, one from the post office, one from this and one from that
For example, every time I get into my car in the morning or on the way home from work, Google tells me automatically how long it will take and shows me a real-time image of where the queues are; if the traffic is heavy I will choose another route. I also really appreciate that the app for my local car park automatically opens the gate and tells me how much it has cost me. The two latter services could be categorised as “personal assistants”.
Microsoft’s Cortana or VIV from former Apple employees are based on artificial intelligence and create smart user interfaces for most things via third-party applications. For example, Volvo has already used artificial intelligence in its charming advertising campaign for the new Volvo V90. Here you can talk to the car and actually win it.
We are now entering the “Post App Era
Apps will not die, but they will become more important – in a different way. The success of an app will be measured in terms of which valuable experiences the user has outside the actual app. Analysis company Gartner predicts that in 2020, 40% of all app use will be based on this.
4 things the best companies will be good at
1. Customer insight
Customers will often be carrying their mobile phones, and we must therefore understand the customer, we must know what and how they want things to happen; should I talk to the application, should I click, will it happen automatically, etc.
2. User experience and brand experience
It is here that the Design Thinking philosophy comes into play. It is crucial to identify the core functionality a service provides and which brand experience you are attempting to give the user.
3. Big Data and algorithms
The future is about tracking behaviours, interpreting behaviours, designing desired solutions and delivering on what gives both the customer and the business the most value
Algorithms that eventually transform into self-management. The software makes decisions and eventually learns (smarter companies than us will do this; we are merely on the commissioning side)
4. New business models
It is crucial to understand how everything is connected, how you earn money, how customers are willing to pay and how technology can work for us. Digitalisation is about rethinking what we do and the way we do it. Rethink processes and business models in light of the new digital technology and combine the physical and virtual world.