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7 lessons from building SA’s top apps

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.

 

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Mobile is the new branch

Standard Bank has launched an account for mobile devices that gives back 500MB of data a month

Standard Bank has introducd a R4.95p/m bank account called MyMo that customers can open on their mobile devices, loaded with data and airtime offerings and other benefits such as virtual and Gold physical card.

MyMo account holders will also enjoy the convenience of a cheque account through a Visa and Mastercard gold card. Once the account is open, users can choose to either receive R50 in airtime or 500MB of data a month, if their card is swiped more than four times a month. A further megabyte of data is loaded on the account for every R20 spent.

“MyMo is an account for everyone, whether you just landed your first job or have been around the block. With no documentation required it only takes a few minutes to open the account,” says Funeka Montjane, Chief Executive for Personal and Business Banking, South Africa, at Standard Bank Group. “For just R4.95 a month customer will be able to enjoy free swipes and ATM withdrawals at only R6.50 for amounts under R 1 000.

“Mobile is the new branch. This account is about bringing the mobile branch into customers hands, it is about convenience and security while banking.”

She says mobile offers low cost transactional banking which integrates people and businesses into the new connected economy, making mobile the new branch ecosystem that will drive and connect Africa’s growth. Physical connections to the economy are rapidly changing to digital where banks have to move from being financial institutions to service organisations.

“In the past people congregated in communities and eventually cities to maximise the advantages of connectivity. Today a simple hand-held device has the potential to open infinite doors, transforming individuals’ access to opportunities, regardless of where they are, and like never before in history. 

“Historically, a bank account represented access to economic citizenship. Today, having a simple device enabling digital access to a modern banking platform is a passport to global connectivity and vast human development potential.”

The bank says it is using technology, and mobile phones in particular, to deliver low-cost transactional channels accessible to all our customers. The evolution in mobile can be seen in transaction options like cash back at the retail checkout till rather than the ATM, free digital banking rather than using a branch, and the ability to transact using digital wallets, even without a bank account.

“Developing comprehensive connected ecosystems requires a mind-set change from Africa’s banks,” says Montjane. “Banks will evolve away from traditional financial service organisations, into service ecosystems enabling broad universal access to almost everything like enhanced purchasing experiences of vehicles and homes, online procurement of goods and services and lifestyle elements like rewards and travel. 

“These connectivity drivers will also act to future-proof evolving connectivity ecosystem by allowing us to offer untold future services while deriving income from as yet unrealised revenue streams,.   

From a customer perspective, the kind of ecosystems of knowledge, access and, ultimately, connectivity that banks will come to provide will radically transform the share of life that almost all individuals will be able to access.”

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Two-thirds of SA staff hide social media from bosses

With 90% of people in employment going online several times a day, it can be hard for most workers to keep their private and work-life separate during the working day (and beyond). The recently published Global Privacy Report from Kaspersky Lab reveals that 64% of South African consumers choose to hide social media activity from their boss. This secretive stance at work also extends to their colleagues, with 60% of South Africans also preferring not to reveal online activities to their co-workers.

Globally, the average employee spends an astonishing 13 years and two months at work during their lifetime. Interestingly though, not all this time is directly related to solving work tasks or earning a promotion: almost two thirds (64%) of consumers admit visiting non-work-related websites every day from their desk.

Not surprisingly, 35% of South African employees are against their employer knowing which websites they visit. However, more interestingly, 60% of South African are even against their colleagues knowing about their online activities. This probably means that colleagues constitute an even greater threat to future perspectives of an office slouch or maybe the relationships with colleagues are more informal and therefore, more valuable.

On the contrary, social media activity appears to be a less private domain for many and therefore, more suitable for sharing with colleagues but not the boss. This is probably because workers fear harming the public image of a company or interest in decreased staff productivity motivates companies to monitor employees’ social networks and make career changing decisions based on that. Such policies have led to 64% of South Africans saying that they don’t want to reveal their social media activities to their boss and 53% even don’t want to disclose this information to their colleagues.

A further 29% are against showing the content of their messages and emails to their employer. In addition, 3% even said that their career was irrevocably damaged as a consequence of their personal information being leaked. Thus, people are worried about how to build a favourable internal reputation and how not to destroy existing workplace relationships.

“As going online is an integral part of our life nowadays, lines continue to blur between our digital existence at work and at home. And that’s neither good nor bad. That’s how we live in the digital age. Just keep remembering that as an employee you need to be increasingly cautious of what exactly you post on social media feeds or what websites you prefer using at work. One misconceived action on the internet could have an irrevocable long-term impact on even the most ambitious worker’s ability to climb the career ladder of their choice in the future,” comments Marina Titova, Head of Consumer Product Marketing at Kaspersky Lab.

To ensure workers don’t fall prey of the internet threats at a work, there are some core guidelines to adhere to in the digital age:

  • Don’t post anything that could be considered defamatory, obscene, proprietary or libellous. If in doubt, don’t post.
  • Be aware that system administrators may at least, in theory, be informed about your web browsing patterns.
  • Don’t harass, threaten, discriminate or disparage against any colleague, partner, competitor or customer. Neither on social networks or in messages, emails, nor by any other means.
  • Don’t post photographs of other employees, customers, vendors, suppliers or company products without prior written permission.
  • Start using Kaspersky Password Manager to ensure your social media and other personal accounts are not at risk of unauthorised access by someone else in an office. Install a reliable security solution such as Kaspersky Security Cloud to protect your personal devices.

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