Building an app that is a appealing, appropriate and offers a good user experience is sometimes quite a challenge. LYNETTE HUNDERMARK, co-founder of Hundermark mobile solutions, shares some tips for building a popular app.
We love mobile and have been fortunate enough to work on the initial versions of many of South Africa’s leading apps over the last 7 years. In some cases, we have continued working with these brands throughout the course of their app journeys and these are some of the fundamental (as well as subtler) learnings anyone looking to make a dent in the space can take from this experience
Lesson 1: Your app target audience is never EVERYONE
It may seem like common sense, but even today we still get approached by potential clients wanting to create an app for ‘everyone’ with no real understanding of who their app target audience is. The only time we have ever been approached to create an app for ‘everyone’ was when we worked on the initial SterKinekor apps and we still use the term “everyone” somewhat loosely. Even if you have a defined audience in mind for your app, you need to understand their personas and what the core goals of these users are likely to be.
Lesson 2: Establish what value your app is going to offer to its target audience
Why will your target audience need an app? With over 2 million apps available in both the Google Play and App store (Statistica 2017, March), there is literally an app available for almost anything and everything. This makes for a tough competitive landscape, so when launching your app, be aware of how you’re going position your app in order to set it apart and what value your app will bring to the table. The only core differentiator is going to be the unique value you are offering.
Lesson 3: User Experience is key in app success
Developing an app is easy and there are many development companies out there, who could easily put together an app in a short amount of time, however apps are consumer facing (be it a B2B or B2C customer) and since customers are spoilt for choice, there are high expectations in place for an outstanding user experience. What does this mean in simple terms? Plainly put, it means having an app that makes efficient use of small screen real estate, one that considers phone functionality and most importantly from a South African context, considers data costs (which is very important for lower LSM clients).
Lesson 4: Your app is not a once off cost
Having an app presence alone is simply not good enough; phones changes, operating systems change and it’s up to you as a brand to stay abreast of this change and also stay on top of the current trends in order to predict possible future changes. Performance is everything, so you need to be in a process of constant iteration. A number of the brands we have worked with since 2011 have already released over 1300 app iterations.
Lesson 5: Understand how personal the mobile device actually is
Effective mobile design and experience begins with understanding how fiercely personal the mobile device is. It has become more of an appendage rather than a device. With that as starting point, we can then easily understand that mobile is connecting us to our digital worlds but increasingly it is also about our activity in the real world and real connections. It acts as a bridge between the physical and digital worlds and that is exciting for us as marketers because it provides us with an opportunity for brand the messaging to start on mobile and then extend to the real world, with real results to match.
Lesson 6: Continue surprising and delighting your customer
So, you’ve released an app, now what? Chances are good that in this cut-throat, competitive and break-neck speed world we live in, your competitor will soon release an app with the bare minimum functionality that yours has. Chances are also good that people will become bored since attention is a hard-won commodity these days and customers want to be intrigued, engaged and entertained with the latest and greatest EVERYTHING. With this in mind, in order to retain your app customers, you do need to continuously release features that will add value to them.
Lesson 7: Push notifications are not a silver bullet
They can, however, be used effectively if not treated as SPAM. Effective ways of using push messages includes:
- Personalisation – since you are already collecting data from your users, you should have access to insights about their online behaviour, location, preferred usage time etc. This gives you a unique opportunity to be able to fine tune and target your messaging. Make it personal. Ask your users what they’d like to receive or see more of and in return you can give them the valuable information they’d like, based on their needs. That’s a value-add.
- Carefully consider in-app messages: Keep in mind that every push does not deserve a shove. Some messaging may be better served inside the app itself rather than running the risk of annoying your users by sending an unwarranted home screen notification. Never lose sight of the fact that it is all about your customer and push messaging can come across as invasive, as it takes someone out of what they are doing and distracts them.
- Make it worth their while: This is the day and age of instant gratification. When users click on a notification, make sure that the messages linked to it provide them with real value and relevance. Strive to deliver value through the message itself, versus always teasing users for app opens which can be counterproductive.
- Adopt rich, interactive formats: Whether these be from new notification priorities in Android Oreo and iOS11, to including media and buttons within messages themselves, app marketing teams have more tools at their disposal than ever before to spark user intrigue and gain a better understanding of what users care about directly from the message itself. Make use of these. A little creativity can go a long way.
Some of these lessons may come across as ‘obvious’ at first glance, but you might be surprised how more often than not, the fundamentals get overlooked. It’s only the school of hard learning (experience) that teaches us what works versus what doesn’t and that takes us back to the basics that are part of the setup for success. Here’s to yours, maximizing the African App-ortunity.
Bring your network with you
At last week’s Critical Communications World, Motorola unveiled the LXN 500 LTE Ultra Portable Network Infrastructure. It allows rescue personal to set up dedicated LTE networks for communication in an emergency, writes SEAN BACHER.
In the event of an emergency, communications are absolutely critical, but the availability of public phone networks are limited due to weather conditions or congestion.
Motorola realised that this caused a problem when trying to get rescue personnel to those in need and so developed its LXN 500 LTE Ultra Portable Network Infrastructure. The product is the smallest and lightest full powered broadband network to date and allows the first person on the scene to set up an LTE network in a matter of minutes, allowing other rescue team members to communicate with each other.
“The LXN 500 weighs six kilograms and comes in a backpack with two batteries. It offers a range of 1km and allows up to 100 connections at the same time. However, in many situations the disaster area may span more than 1km which is why they can be connected to each other in a mesh formation,” says Tunde Williams, Head of Field and Solutions Marketing EMEA, Motorola Solutions.
The LXN 500 solution offers communication through two-way radios, and includes mapping, messaging, push-to-talk, video and imaging features onboard, thus eliminating the need for any additional hardware.
Data collected on the device can then be sent through to a central control room where an operator can deploy additional rescue personnel where needed. Once video is streamed into the control room, realtime analytics and augmented reality can be applied to it to help predict where future problem points may arise. Video images and other multimedia can also be made available for rescuers on the ground.
“Although the LXN 500 was designed for the seamless communications between on ground rescue teams and their respective control rooms, it has made its way into the police force and in places where there is little or no cellular signal such as oil rigs,” says Williams.
He gave a hostage scenario: “In the event of a hostage situation, it is important for the police to relay information in realtime to ensure no one is hurt. However the perpetrators often use their mobile phones to try and foil any rescue attempts. Should the police have the correct partnerships in place they are able to disable cellular towers in the vicinity, preventing any in or outgoing calls on a public network and allowing the police get their job done quickly and more effectively.”
By disabling any public networks in the area, police are also able to eliminate any cellular detonated bombs from going off but still stay in touch with each other he says.
The LXN 500 offers a wide range of mission critical cases and is sure to transform communications and improve safety for first responders and the people they are trying to protect.
Kaspersky moves to Switzerland
As part of its Global Transparency Initiative, Kaspersky Lab is adapting its infrastructure to move a number of core processes from Russia to Switzerland.
This includes customer data storage and processing for most regions, as well as software assembly, including threat detection updates. To ensure full transparency and integrity, Kaspersky Lab is arranging for this activity to be supervised by an independent third party, also based in Switzerland.
Global transparency and collaboration for an ultra-connected world
The Global Transparency Initiative, announced in October 2017, reflects Kaspersky Lab’s ongoing commitment to assuring the integrity and trustworthiness of its products. The new measures are the next steps in the development of the initiative, but they also reflect the company’s commitment to working with others to address the growing challenges of industry fragmentation and a breakdown of trust. Trust is essential in cybersecurity, and Kaspersky Lab understands that trust is not a given; it must be repeatedly earned through transparency and accountability.
The new measures comprise the move of data storage and processing for a number of regions, the relocation of software assembly and the opening of the first Transparency Center.
Relocation of customer data storage and processing
By the end of 2019, Kaspersky Lab will have established a data center in Zurich and in this facility, will store and process all information for users in Europe, North America, Singapore, Australia, Japan and South Korea, with more countries to follow. This information is shared voluntarily by users with the Kaspersky Security Network (KSN) an advanced, cloud-based system that automatically processes cyberthreat-related data.
Relocation of software assembly
Kaspersky Lab will relocate to Zurich its ‘software build conveyer’ — a set of programming tools used to assemble ready to use software out of source code. Before the end of 2018, Kaspersky Lab products and threat detection rule databases (AV databases) will start to be assembled and signed with a digital signature in Switzerland, before being distributed to the endpoints of customers worldwide. The relocation will ensure that all newly assembled software can be verified by an independent organisation and show that software builds and updates received by customers match the source code provided for audit.
Establishment of the first Transparency Center
The source code of Kaspersky Lab products and software updates will be available for review by responsible stakeholders in a dedicated Transparency Center that will also be hosted in Switzerland and is expected to open this year. This approach will further show that generation after generation of Kaspersky Lab products were built and used for one purpose only: protecting the company’s customers from cyberthreats.
Independent supervision and review
Kaspersky Lab is arranging for the data storage and processing, software assembly, and source code to be independently supervised by a third party qualified to conduct technical software reviews. Since transparency and trust are becoming universal requirements across the cybersecurity industry, Kaspersky Lab supports the creation of a new, non-profit organisation to take on this responsibility, not just for the company, but for other partners and members who wish to join.