Developing an app is easy, clearly seeing as every business is doing it, however understanding the purpose of the app is a different story all together. BRADLEY ELLIOTT, MD of Platinum Seed explains the essentials of an effective app strategy.
The proliferation of smart phone and tablet apps has transformed the way consumers interact with brands and service providers. This presents a huge opportunity for companies to deepen their relationship with customers. Bradley Elliott, MD of Platinum Seed explains the essentials of an effective app strategy.
The number of apps that enjoy ‘viral’ popularity is narrowing, but the amount of time users spend engaging with them is growing. This was confirmed by a Gallup Panel survey across the US which found that nearly three quarters of users check their smart phones every hour.
What’s more, according to research by the Japanese IT giant Nomura, app downloads in the US dropped more than 20% between May 2015 and May 2016, and US market intelligence firm Sensor Tower says that, apart from the biggest apps such as Whatsapp, Facebook, Instagram, Snapchat, Netflix, Twitter and Gmail, most consumers aren’t looking for any more.
This all means that that brands setting out to engage with their customers via a mobile application need to make sure that their strategy is on the money, and its execution is top notch if they’re going to reap the returns on their app-dev investment that they hope to.
Apps require a meaningful investment, before, during and after the development process, especially in South Africa where the necessary skills are in short supply. A developer with the combined knowledge of the various programming languages in use today is also rare, adding complexity to the development process. The variety of devices on the market means different sets of programming code need to be developed (mainly iOS and Android) for different manufacturers, which means double or even triple the work.
What steps should brands take before they take the leap from web to mobile device, moving their relationship with their client from a more distant and larger format one, to an intimate, hand-held engagement that moves with the consumer wherever they go?
1. Brand strategy
The brand strategy is the most important step and should be thoroughly interrogated from the onset of any development project. Out of this phase, it will be quickly determined whether an app is even the right tool for the brand in the first place.
The brand strategy should, in turn, be closely tied to the overall business strategy – users must always feel a strong connection between past experiences of the brand and the app. The strategy is the blueprint for the development of the application, ensuring that every business objective is matched to the technical functionality – the essential is emphasised while the superfluous is discarded.
2. Who are the users?
Notching up millions of downloads can be impressive on a performance report, but the risk of managing millions of irrelevant people can easily detract from the ultimate business goals.
3. Add value to consumers
More than anything, apps need to add value to the end user. Just like having millions of downloads is meaningless unless the right people download an app, having millions of users who never engage with it is also pointless. Apps with the highest level of active engagement are often the ones that enable their audiences in a critical way.
This need not be in the form of money or giveaways – if it isn’t personal information, opt-ins and sales promotions, apps often will just simply eat up time and space – but immediate and useful features that users can make people’s lives easier in some way.
4. Be functional
Apps need to be functional and integrated directly into as many transactions as possible. It would be pointless to create a beautifully designed, entertaining user interface while the functionality fails to deliver real, lasting value to the user.
In the end, an app must be evaluated, not just on its beauty, but on its ability to meet business and consumer needs. Poorly designed and developed apps that don’t add value will simply never be downloaded, or, if they are, they’ll just damage the relationship between the consumer and the brand, scoring an expensive own-goal.
Now download a bank account
Absa has introduced an end-to-end account opening for new customers, through the Absa Banking App, which can be downloaded from the Android and Apple app stores. This follows the launch of the world first ChatBanking on WhatsApp service.
This “download your account” feature enables new customers to Absa, to open a Cheque account, order their card and start transacting on the Absa Banking App, all within minutes, from anywhere and at any time, by downloading it from the App stores.
“Overall, this new capability is not only expected to enhance the customer’s digital experience, but we expect to leverage this in our branches, bringing digital experiences to the branch environment and making it easier for our customers to join and bank with us regardless of where they may be,” says Aupa Monyatsi, Managing Executive for Virtual Channels at Absa Retail & Business Banking.
“With this innovation comes the need to ensure that the security of our customers is at the heart of our digital experience, this is why the digital onboarding experience for this feature includes a high-quality facial matching check with the Department of Home Affairs to verify the customer’s identity, ensuring that we have the most up to date information of our clients. Security is supremely important for us.”
The new version of the Absa Banking App is now available in the Apple and Android App stores, and anyone with a South African ID can become an Absa customer, by following these simple steps:
- Download the Absa App
- Choose the account you would like to open
- Tell us who you are
- To keep you safe, we will verify your cell phone number
- Take a selfie, and we will do facial matching with the Department of Home Affairs to confirm you are who you say you are
- Tell us where you live
- Let us know what you do for a living and your income
- Click Apply.
How we use phones to avoid human contact
A recent study by Kaspersky Lab has found that 75% of people pick up their connected device to avoid conversing with another human being.
Connected devices are becoming essential to keeping people in contact with each other, but for many they are also a much-needed comfort blanket in a variety of social situations when they do not want to interact with others. A recent survey from Kaspersky Lab has confirmed this trend in behaviour after three-quarters of people (75%) admitted they use a device to pretend to be busy when they don’t want to talk to someone else, showing the importance of keeping connected devices protected under all circumstances.
Imagine you’ve arrived at a bar and you’re waiting for your date. The bar is busy, and people are chatting all around you. What do you do now? Strike up a conversation with someone you don’t know? Grab your phone from your pocket or handbag until your date arrives to keep yourself busy? Why talk to humans or even make eye-contact with someone else when you can stare at your connected device instead?
The truth is, our use of devices is making it much easier to avoid small talk or even be polite to those around us, and new Kaspersky Lab research has found that 72% of people use one when they do not know what to do in a social situation. They are also the ‘go-to’ distraction for people even when they aren’t trying to look busy or avoid someone’s eye. 46% of people admit to using a device just to kill time every day and 44% use it as a daily distraction.
In addition to just being a distraction, devices are also a lifeline to those who would rather not talk directly to another person in day-to-day situations, to complete essential tasks. In fact, nearly a third (31%) of people would prefer to carry out tasks such as ordering a taxi or finding directions to where they need to go via a website and an app, because they find it an easier experience than speaking with another person.
Whether they are helping us avoid direct contact or filling a void in our daily lives, our constant reliance on devices has become a cause for panic when they become unusable. A third (34%) of people worry that they will not be able to entertain themselves if they cannot access a connected device. 12% are even concerned that they won’t be able to pretend to be busy if their device is out of action.
Dmitry Aleshin, VP for Product Marketing, Kaspersky Lab said, “The reliance on connected devices is impacting us in more ways than we could have ever expected. There is no doubt that being connected gives us the freedom to make modern life easier, but devices are also vital to help people get through different and difficult social situations. No matter what your ‘connection crutch’ is, it is essential to make sure your device is online and available when you need it most.”
To ensure your device lifeline is always there and in top health – no matter what the reason or situation – Kaspersky Security Cloud keeps your connection safe and secure:
· I want to use my device while waiting for a friend – is it secure to access the bar’s Wi-Fi?
With Kaspersky Security Cloud, devices are protected against network threats, even if the user needs to use insecure public Wi-Fi hotspots. This is done through transferring data via an encrypted channel to ensure personal data safety, so users’ devices are protected on any connection.
· Oh no! I’m bored but my phone’s battery is getting low – what am I going to do?
Users can track their battery level thanks to a countdown of how many minutes are left until their device shuts down in the Kaspersky Security Cloud interface. There is also a wide-range of portable power supplies available to keep device batteries charged while on-the-go.
· I’ve lost my phone! How will I keep myself entertained now?
Should the unthinkable happen and you lose or have your phone stolen, Kaspersky Security Cloud can track and protect your device from data breaches, for complete peace of mind. Remote lock and locate features ensure your device remains secure until you are reunited.