The power of mobile is well entrenched in our habits, and it's making a big impact on our business. So much so that experts and journalists are talking about "mobile first" and "mobile only". If we want to follow their advice, how can we conduct an efficient and profitable technological strategy?
In the conquest of mobile, the biggest mistake is to think that mobile is just an extension of the desktop. Beyond a well differentiated use, specific expectations and a unique path, the mobile forces creators to rethink their approach and their markets. With its great potential, mobile can help companies to win new prospects or to improve their customer knowledge.
The power of the mobile as a starting point
You want to invest in the Augmented Reality market? Offer wearables? Move with your users? Indistinguishable from glasses, accessories and GPS, the mobile is the cornerstone of your project.
There's no point in developing sophisticated gloves, beacons or cameras if you don't rely on the technology your users have.
Take inspiration from the giant IKEA's AR app, harness the potential of Google Glass, and analyze Waze's advertising strategy to create a practical, comprehensive and exciting tool.
Take advantage of this reflection to know who the tool will address. Think user, not customer. Many augmented reality applications are intended for professionals in the field: salespeople, technicians, craftsmen, workers, site managers...
Expert advice: don't get stuck on your ideas. Microsoft has understood the interest of Mixed Reality with its HoloLens and its B2B application, while Google wanted to conquer the general public with its Google Glass before proposing a much more profitable "Enterprise" version.
With a growth of 31. 4%, wearables or "connected accessories" represent a formidable growth lever. Used in e-health, sports, fashion, business or entertainment, they are a part of our daily lives. Their first requirement? To be linked to a well-designed, intuitive and scalable mobile application.
The mobile brings three benefits: conquering new markets, creating a unique link with its customers and collecting valuable data on usage.
The power of the cell phone as a means of payment
The cell phone is another important growth lever: payment. This digital wallet facilitates and diversifies purchases for merchants, e-retailers and individuals.
Merchants will turn to contactless payment since thanks to solutions such as Apple and Samsung Pay, Lyf Pay, Orange Cash or Paylib, mobile users can now pay with their phone. Starbucks has quickly taken the plunge and is now the leading mobile payment platform.
E-merchants will be interested in m-commerce and social networks. With the work of platforms like Instagram or Facebook, m-commerce is greatly appreciated and facilitated for Internet users, as well as for e-retailers.
Individuals will develop the C2C business using payment solutions such as Lydia or Pumpkin.
Money transactions are no longer thought of as a copy and paste of the desktop. Today, IT teams can build on what already exists to create a perfectly adapted and satisfying service.
The question of cybersecurity arises here. Read our articles on this subject:
- How to secure data in a mobile application?
- Mobile application security: vulnerabilities to watch out for
Mobile as a creator of a new user experience
Reading, platform, purchase intention... Mobile phones have their own specific user experience. To enhance it as much as possible, it's essential to offer a tailor-made service. Why not rely on an app? The app reveals your most loyal customers and enables you to offer them an exceptional experience. The key is to adopt a mobile-first approach. We'll explain.
Sephora has notably embarked on this path by enhancing its application with its own features. For example, users can test products via Augmented Reality, facilitate their purchases or secure the availability of their future basket. By creating a link with the loyalty card, the application offers unique discounts and feeds its interface with personalized content.
Are mobile applications on the decline?
The mobile has so many qualities that it is a shame to reduce it to a simple screen. A great bridge between the physical and the digital, the mobile will also improve the relationship between your brand and your customers. The recipe for a successful conquest: an adapted interface, exclusive data and a unique user path. Integrate these three parameters and exceed your objectives. Let's talk about it together!
