In July 2012, app stores — first popularized by Apple — will be four years old. There is still a lot of room to improve the discoverability and sharing of apps. For example, locally relevant content and monetization options are often missing. Adding social discovery, personalization, and recommendation features are key to improving the user experience.
However, app stores have already had a dramatic impact on the distribution of games and are starting to offer new forms of engagement between brands and consumers. Consumer usage of the most popular mobile apps has exploded in the past two years. A third of European online consumers ages 18+ who own a smartphone are using apps daily or more frequently. Seventeen percent are using apps several times a day. Stickiness and frequency of usage vary tremendously from one app category to the other. Among European online consumers ages 18+ with installed apps on their smartphones, 57% use social networking and 48% use news apps at least daily, while 69% use finance and banking apps at least weekly.
First-generation apps — aside from gaming apps — rarely made the most of the unique attributes of the mobile platform and were rarely integrated with back-end systems. We believe the market is poised for a second wave of consumer apps that are more personalized and contextual. Here’s what to expect:
■ “Big data” will enable more contextual experiences on mobile apps.
■ We'll see smarter, connected apps.
■ There will be a shift from native to hybrid and web apps.
I have recently published a report on enterprise mobility in India. Improving mobility infrastructure, including networks and devices, and business and workforce demand are fueling the growth of mobility within organizations. Mobility is being used not only to connect with customers, but also to connect with suppliers, partners, and employees. A few key takeaways from the report are that:
Interest in advanced mobile-enabled applications is increasing. There is a great impetus among enterprises in India to move beyond only mobile-enabling basic applications such as email, IM, contacts, and calendar. Twenty percent of enterprises plan to mobile-enable advanced applications like location-based services in the coming 12 to 24 months, while 37% of enterprises want to mobile-enable customer relationship management.
Mobility is among the top enterprise priorities for 2012 and investment is set to rise. For business decision-makers at enterprises and SMBs in India, provisioning mobility is one of the top three priorities in 2012. As a result, investment in all aspects of mobility — such as mobile devices, applications, middleware, and services — will increase.
The workforce wants employers to support mobility at work. The consumerization of smart mobility devices like smartphones and tablets is beginning to have an impact on the enterprise front. More than 60% of employees want to use smartphones at work.