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Brands fall for app vanity

The experience of a mobile screen full of icons, representing independent apps that your need to open to experience them, is making less sense. Instead, businesses should serve customers with an ‘app-like’ experience inside the digital platform they already use, says PIETER DE VILLIERS, Group CEO at Clickatell.

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Many brands remain obsessed with creating mobile apps. This not only defies trends that point to increasing consumer app apathy, but can exclude a sizeable portion  of your customers in emerging economies. Companies need to engage with their users where they are rather than forcing them onto an app, in what can only be described as brand vanity. 

In 2017 there were around 2.2 million apps available in the iOS app store and over 3 million on Google Play. And, while the number of apps being downloaded continues to rise, analysis shows that consumers are only using 30 apps per month and accessing just 9 on a day-to-day basis. 

While these numbers still seem attractively high, in reality the majority of the apps we use are for messaging (like Facebook Messenger, WhatsApp, and WeChat) and our social networking, gaming, leisure, dating or utility activities. 

Despite the facts, the application strategy as the holy grail for digital transformation is still being pushed even within large progressive brands. What’s more, some advertising agencies and digital consultants are still pushing apps as the best means for companies to connect with their customers. This has resulted in some organisations stubbornly doubling down on app strategies which are simply not showing return on investment (ROI). 

It’s not immediately clear to us whether the fascination with apps is a roll-over from long overdue projects or whether brand owners equate a mobile-first strategy with a mobile app. Mobile-first in 2018 means customer first, and therefore embracing chat commerce in order to deliver services with convenience and simplicity in mind. 

Why apps won’t win the internet

The problem with apps goes beyond user fatigue. In the first instance, many apps are poorly designed, assuming technical sophistication which may not match reality for the average customer. Poor user interfaces and attempts to provide complex engagement can result in even the best ideas missing their targets due to lack of engagement. 

Secondly, we all know that economic realities drive consumer behaviour. In Africa, new mobile phone users typically opt for feature phones over smartphones. With a longer battery life and a much more accessible price point, feature phones still allow for a basic internet connection, chat platforms like WhatsApp, and call and message functionality. In these regions, the cost of an app – even if it’s free – goes far beyond installing it. Constant updates require reliable and cheap access to the internet. For the average phone owner in an emerging market, this can be a serious challenge. 

Thirdly, and most importantly, apps must be relevant to their intended market. Frequency of usage is a key measure of relevance. 

Apps which are used on a daily basis, like health and fitness trackers, enjoy constant engagement. New features which are added are eagerly awaited by users who are happy to update their apps. 

However, users may well question the relevance of the app if they are required to conduct updates on a monthly or even weekly basis when they are only making use of the app once or twice a year. 

On average, I download one app per quarter. Some I use more frequently than others, but all of these apps need to be regularly updated to maintain security, update features, and fix bugs. Many apps are pushing out updates much more frequently. I noticed over the past year that I could go from having all apps updated, to 32 apps requiring an update in five days.

When it comes to a customer-first digital strategy, companies should be asking themselves if an app is really the best way to reach their target audience. 

In fact, at the end of 2016, Gartner predicted that by 2019, 20 percent of brands would ditch their mobile app. What’s more, in its 2018 predictions, the company forecast that by 2021, more than 50 percent of corporations would spend more per annum on bots and chatbots than on mobile app development. 

So, we need to ask, what is the alternative for CIOs, CDOs, CMOs, and digital leaders who are looking for ways to reach, retain and grow their customer base? 

The logical app alternative 

The old battle advice goes: fight your enemy where they are not. Military strategists agreed that having your enemy come to you and fight you on your own terms was preferable. In a world where customers have access to thousands of offerings and millions of deals online, we need to flip that idea to Meet Your Customers Where They Are. 

Any marketeer will tell you just a how difficult it is to drive app downloads. Development, cross platform testing and user interface aside, the marketing campaign required to get customers to download the app can swallow entire annual budgets and still come up short. 

Looking at the facts, it makes infinitely more sense to work within the digital platforms already being used by your target audience. 

Clickatell is already enabling chat commerce for some of the leading global brands with its Touch solution. This allows organisations to serve their customers with an ‘app-like’ experience inside the chat or browser platform of their customer’s choice (Twitter, Facebook Messenger, etc.) 

Brands can now send an actionable Touch link such as ‘find the nearest ATM’ or ‘reset my password’ within a chat stream that will open an intuitive touch card without the user having to download an app to perform the action. Services can also be linked to the in-app experience for brands not looking to abandon their app efforts. 

Working with our clients, many of whom are global innovators and thought leaders, we’ve found that having the courage to design with an ‘end user first’ approach and dealing with the back-end complexity behind the scenes results in cost efficient customer delight and ROI. 

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Funko Fortnite hits SA

Funko has come on board to bring South African players the collectables of their favourite Fortnite avatars.

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Fortnite phenomenon in the world of gaming and the Battle Royale game mode has drawn over 125 million players worldwide in less than a year.

In the game, players can gather materials to create defensive fortifications around an objective or trap-filled tunnels to lure unsuspecting enemies to. 

In Battle Royale mode, players can quickly traverse the map; protect themselves from enemy fire, or just delay an advancing foe by means of building obstacles and structures from gathered materials. Players are encouraged to be very creative in designing their fortifications.  Although Fortnite is a shooter game, it highly promotes creativity and the most creative and clever methods tend to be that of the winner.  Any gamer in the country knows of, or has played Fortnite and Funko has come on board to bring South African players the collectables of their favourite Fortnite avatars.

The following Funko POP characters have been released to SA, just in time for Christmas:

Drift: Journey into the unknown, and find your way to victory.

Ragnarok:  The cold harbinger of fate.

Dark Vangaurd:  Exploring the outer limits.

Valor:  A beacon for hope.

Havoc:  Striking fear into the opposition.

Tricera-Ops:  Sink your teeth into victory.

Sparkle specialist:  It’s time to shine!

Zoey:  Candy-coated chaos.

Burnout:  All roads lead to victory.

Raven:  Brooding master of dark skies

If you want to have your character with you at all times, there are Funko Keychains that can accompany you anywhere, of all the same characters.

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Here is 2019’s tech

From AI to flexible displays, this is the tech that will shape 2019, writes CY KIM, MD of LG SA

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2018 was incredibly exciting for the technology sector which has seen myriad advancements. These include the fundamentals of artificial intelligence (AI) being established, robots helping around the house and consumer electronic innovations such as TVs that are so thin, they might be mistaken for windows, or paintings.

2019 promises to be another significant year as people’s attitudes are changing and technology becomes embedded in our lives. Smart electronics manufacturers will ensure their plans for the future match evolving consumer needs with suitable technology.

We take a look at the biggest innovations for 2019 from AI to lightning-fast internet speeds and flexible viewing surfaces, and we shed some light on how these evolving technologies will impact on how we live and work.

AI will come of age

AI has experienced a marked increase in investments and according to Forbes, 80% of enterprises are investing in AI while 30% are planning to expand their AI investments in the next three years. It’s estimated that during 2017, venture, corporate and seed investors put about $3.6-billion into AI and machine learning companies.

This investment trend has given rise to innovation in deep learning products that have the potential to change the world for the better.

Yes, AI has been around since the 1950s, but its consumer benefits weren’t visible until recently and 2019 will be the year when AI starts to really take off and become a necessity, not just in the home, but in every facet of our lives.

The potential of AI is endless as this technology goes into everything from small watches to cars and even gigantic, connected smart cities. AI is also starting to find its way into TVs, washing machines, refrigerators, speakers, mobile phones and even air cons as products adapt to human behaviour.

Lightning-fast internet speeds

Faster internet speeds enable quicker response times for business tools that we all rely on to get the job done. It will increase the efficiency of workers and will provide reliable communication tools for companies that rely on remote workers.

Given that the so-called gig economy has grown exponentially in recent years, the expectation is that the evolving workforce will contain a higher percentage of employees, or contractors who do not work in a central office.

5G has the potential to change the world the way the internet did a few decades ago. The fifth generation of wireless technology will take internet connectivity to a new level as the internet of things (IoT), will bring about the potential for everything to be connected to everything.

However, 5G is not just about faster internet speeds. It will create new possibilities in numerous sectors, including medicine, transportation and manufacturing.

A smarter world through IoT and AI isn’t possible without 5G’s speed and capacity as the system is able to carry large numbers of connections simultaneously, and is therefore crucial to the development of smart cities, autonomous cars and smart homes.

Life-enriching smart technology

Much like technological innovations, consumer habits and preferences are changing drastically when it comes to home appliances and particularly, home entertainment.

Most consumers believe that advancements in home entertainment tech is life-enriching and that their life is better with the latest tech at their fingertips as it allows them to stay indoors and enjoy quality time with friends and family.

The value of home entertainment tech lies in how it allows loved ones to share experiences, thereby bringing them closer together, particularly during big events such as major sporting events and holiday celebrations.

The potential of flexible viewing surfaces will not only change home entertainment, but also marketing techniques in shopping malls, city centres and shop fronts. With the ability to curve around any environment, this technology creates the perfect platform for signage and consumer engagement that stands out from the crowd.

LG Electronics is an established market leader in innovation and has already started to incorporate these futuristic technologies into its products, which are designed to make consumers lives more convenient. We will continue to release amazing products that utilise smart tech to connect with consumers while staying ahead of the evolutionary curve.

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