Mobile App Innovation Is Key To Digital Transformation

Post By Janet Arvia

To paraphrase Thomas Edison, "Innovation is one percent inspiration, ninety nine percent perspiration" --at least when it comes to digital transformation. That’s because it takes a lot of hardworking resources including analytic and software expertise to remain relevant in today’s technologically accessible landscape.

Now, more than ever, traditional brick and mortar companies of the 20th century seek innovation to accelerate digital transformation. Take Wendy’s. The fast food chain recently announced plans to offer mobile app ordering options to meet customer expectations. Certainly this idea was never on the table in 1969 when the franchise was first founded. Yet success is more likely for brands that currently design for future users; build mobile apps for future experiences; and plan for the company’s future by following three important rules.

1) Know Your Audience

Rather than looking for customer service ideas from innovation labs that work in a vacuum, savvy brands may want to take control by going directly to the source. From demographics to pyschographics, analytics agencies like Oplytic provide the necessary metrics to arm companies with an understanding of their customers’ behavior. Getting a handle on both quantitative and qualitative research helps mobile marketers examine the who, what, where, why and how of user decision making. Such personal data allows brands to segment customers into various categories and develop content strategies that specifically address the points that motivate each group.

2) Build a better mobile app

Once customer wants are determined, brands can design their mobile app by considering the UX (user experience) first and finding a technology that supports it. Equally important measures include coding defensively to anticipate future frameworks and planning for longevity with scalable infrastructure. Just because digital platforms let customers engage instantly, doesn’t mean mobile apps should be considered disposable. Redefining digital initiatives as products rather than projects will help brands envision the big (and long lasting) picture.

3) Think outside the box

In order for analytics research and technology to work, there must be innovative ideas for them to support. Work environments that encourage creative contributions and forgive failures from diverse teams of inside staffers or outside firms prove most successful—particularly if brainstorming sessions lead to prototypes, followed by testing. Brands need not be afraid of releasing a beta since it encourages interaction from users who are likely to forgive any flaws and enjoy being part of the design process. After all, at the end of the day and the start of digital transformation, it's still all about the customer experience.

Mobile App Media Mania

Post By Janet Arvia

No doubt the manufacturers of the 6.44-inch Xiaomi Mi Max, the 6.8-inch Lenovo Phab Plus, and the 6.8-inch ZenFone 3 Ultra are hoping their big screen devices generate big sales in the growing phablet market. Their projection is likely since digital media time is on the upsweep (it’s more than doubled in the past three years) thanks to mobile app mania.

Rise and Shine

As tablet traffic falls, time spent on phablets is on the rise. According to Flurry’s 2016 State of Mobile report, phablets nabbed 41% of the global mobile device marketshare in the fourth quarter of last year which is an increase of 33% from the first quarter. The numbers are even higher in concentrated areas overseas as Adobe Digital Index reports China’s mobile usage enjoyed a 50% increase in mobile browsing. Similarly, 49% of Saudi Arabia’s online traffic was generated by mobile devices at the start of 2015 and climbed to 61.9%. by the end of the year. Orbis Research predicts the phablet market in the EMEA (Europe, the Middle East and Africa) region will experience a Compound Annual Growth Rate (CAGR) of 28.81% by 2019.

Growing Old, Growing Market

Research studies and analytics firms like Oplytic can pinpoint where new users are coming from and what they want. Aging baby boomers, for example, may factor into the phablet boom since this demographic typically requires larger screens to view digital content. An inevitable growing market, the Administration on Aging (AoA) projects there will be 98 million people aged 65 years and up by 2020, which is more than twice the number cited in the 2014 U.S. census. Back then, senior citizens accounted for 14.5% of the population, however it’s likely that percentage will grow to 21.7% in 2040.

Absolutely Phabulous

The phablet’s large screen and high resolution encourages users of nearly any age to engage with their mobile device. Whether leaning back to enjoy infotainment outlets or leaning in to pursue traditional desktop functions, phablet consumers are more likely to download web articles, images, videos, and apps--translating into big opportunities for mobile brands.

Mobile Apps in 2016 = The Sum of its Participants

Post By Janet Arvia

What do 2.1 billion mobile devices, 3.2 trillion mobile sessions and 940,000 applications add up to? Metrics. And if analytics experts show marketing strategists anything, it’s that the proof is in the pudding when it comes to the behavioral preferences of last year’s mobile app users.

Rising to the Occasion

Flurry Analytics reports that overall mobile app usage increased by 11% from the previous year. The number seems almost paltry compared to time spent in apps which jumped by 69%. According to a new report from Adobe, time spent in shopping apps rose by 31% thanks to Amazon’s impressive 2016 holiday performance.

Bittersweet Victories

As the large screens on phablet devices become more popular (they received 41% of the global market last year), medium- and small-screened phone purchases will continue to plummet. Also down is time spent in mobile gaming. Its 4% decline comes as a bit of a surprise considering 2016’s phenomenal Pokémon GO success. Equally disheartening are the findings from Liftoff’s most recent study that state North America’s gaming cost-per-install is 260% more than Europe’s 20% CPI. On the upside, the report reveals women are the market to target in 2017 since female gamers cost less to acquire and are more engaged consumers than men.

YoY-YoY

With a year over year (YoY) session growth of 44%, messaging and social apps are sitting pretty since the 2016 increase is up by 394% from 2015. Yet for every YoY ying, there’s a YoY yang. And the rise of social media applications affected time spent on music, media and entertainment mobile apps (which rose by a mere 1% YoY) while the personalization category experienced a massive 46% drop in session usage growth over the year. Whether 2017’s YoY stats and other mobile app user behavior patterns will yo-yo up or down remains to be seen for now.