The mobile app economy has seen fast-paced growth over the last few years alone. Given the rate at which technology continues to evolve, app businesses need to keep pace delivering more engaging and satisfactory user experiences in the long run. These are some of the latest technology breakthroughs that are already changing the way apps are conceptualized, created, marketed and delivered:
- Artificial Intelligence and Virtual Reality: The rise of the AI/VR industry that aims to provide more engaging, interactive and immersive user experiences has given target audiences a radical alternative to traditional technologies. Apps in the fashion, media, entertainment, gaming and social engagement industries would do well jump on to this dynamic bandwagon, engineer products and experiences accordingly
- Internet of Things (IoT): Apps that seamlessly sync to smart devices to control and power electric appliances, sockets, lighting, heating/cooling; will play a telling role in embedding comfort and convenience in the lives of many. Over a period of time, the IoT concept will become all-pervasive; giving businesses the chance to be a part of a highly inter-connected, intuitive and user-friendly existential ecosystem. Although futuristic at many levels, IoT powered by smart devices and relevant apps will form the backbone for the next wave of technological developments
- Smart Wearables: With a gamut of wearable devices such as watches, fitness trackers, sunglasses, jewellery and sensor-embedded shoes and apparel; the smart wearables market is growing at a rapid rate. These devices will continue to be real game-changers in the app market; required to serve as a via-media between smart devices and wearables. This will spur the next-gen maturation in the app health, fitness, sports, apparels and travel industries. More the number of smart wearables in the market; greater will be the need for concurrent apps that offer convenient and seamless user experiences
- Bluetooth Low Energy Driven Beacons: The likes of Apple’s iBeacon and Google’s Eddystone will continue to encourage the growth of new apps that tap into this technology. These beacons use Bluetooth’s low energy proximity sensing to determine users’ physical location to trigger contextual messaging and engagement through avenues like push notification. This is helpful for apps in the domains of mobile payments, e-commerce, social media, entertainment and ticketing
- Mobile Payments: With a plethora of payment wallets at the disposal of the app user; mobile commerce continues to increase in popularity in a flourishing digital economy. This has created the opportunity for existing and potential apps to tap into a nascent app ecosystem ripe for innovation. By embedding greater convenience and utility on the back of ever-improving physical and virtual infrastructure; apps can develop lucrative businesses by optimally targeting high Lifetime Value users. More the number of diverse easy-payment options available to the consumer; more will be the requirement for market-specific apps in this space
- Data Driven Marketing Platforms: Creating, promoting and delivering next-gen mobile apps part of an integrated and interdependent user ecosystem is one thing; but apps have to measure performance so as to continuously improve their product. This is where intuitive app analytics platforms that offer live-user segmentation, real-time behavioural data insights and usage trends come in to play. Actionable business intelligence can go a long way in optimising app performance and eventually; developing robust user engagement strategies. User acquisition is not the end of the road. By leveraging the power and value of smart data analytics; apps can drive user engagement, monetization, retention, satisfaction and loyalty
To summarise, app businesses need to look at rapid technology advancements as an opportunity to cater to changing consumer needs. Embracing cutting-edge innovation by carefully understanding one’s target audience will go a long way in creating consumer-centric apps.
By: Chief Technology Officer and Co-founder, Clevertap
