There is no need for dominance and dominance of mobile devices in the world. But what about the steps taken on those devices once purchased? Americans almost check their phones 96 times a day Equivalent 4.8 hours per dayWhich one 88% is spent on apps Unlike the mobile web. They can order food, finance them, browse social media, play games, book flights and much more – all within the four million apps available in the App Store.
The huge world around apps on phones, aka app economy, consists of two parties: those who make and connect mobile phones (telco and OEM) and those who make apps themselves (app developers). It is important for telcos and OEMs to engage their users and differentiate their offers, to be able to take advantage of content that is experienced on their devices and enabled by their networks. Doing so will help them deliver more than just a connected device, but an ongoing, relevant value for their users that builds brand loyalty. The key to doing this is to understand how to connect with mobile content developers – such as app developers.
Introducing app developers
For the one million app developers on the Google Play Store and 700k in the App Store, the question is not about how to create an app (although it has its own challenges, of course), it’s more about visibility and discoverability – how to get their app downloaded. Gets people, and who will be long-term, high-quality users? In a highly competitive app store environment, turning an app into a successful and sustainable business is an important mission for app developers, and therefore finding a way to monetize their app, as well as ways to better monetize it, becomes a top priority.
At the same time, telcos and OEMs are looking for more reliable ways to scale up their user experience and build long-term relationships with their users. Collaborating with app developers to help telco users gain a more engaging on-the-device experience and telcos benefit from interactions as well as promote their apps is a key way to achieve this. Bottom line: It’s a win-win for everyone.
The app is connecting to the economy
Telcos can choose to connect with app developers and their apps directly or through third parties. Either way, offering apps to their users at the “right” time can be very rewarding, both in terms of increasing revenue per device, but more importantly in increasing stickiness and reducing user churn.
For example, apps may be offered during the unboxing process, at a time when a new phone owner is excited about their new purchase and looking for ways to customize their phone to their liking. Unlike static preloads, by creating a relevant and dynamic app promotion experience in device setup, telcos can provide users with an uninterrupted way (and complete control) to set up their new phone, creating everything they want and need. Positive device experience they then connect with their carrier or OEM. For app developers, appearing as a suggested app during device setup provides a unique and critical visibility in an incredibly high engagement touchpoint for their offers, while users are fully focused on downloading the app.
Another option is to offer the app to the relevant touchpoint via device travel. For example, offering a battery-friendly app when it is clear that the battery is running low, offering a local restaurant advice app when someone arrives in another country, and offering a shopping app during the holiday season. Being present and providing content while relevant, welcoming and natural is a unique way to add value to the user and help increase user satisfaction.
To further deepen the app experience, telcos can also create their own app or app hub. Owning the content of a news, weather, gaming (or other) regular go-to app, creates a space for daily engagement and creates value, helping to create additional opportunities for pricing through the device. An app hub can be created and managed by Telco to help facilitate the process of app discovery, especially in the app segment where new apps are constantly being released.
For telcos, entering the app economy by engaging users through the app – where they spend so much of their time – is the ideal step towards creating a rich device experience. An important question for telcos, which are often slower than the fast-paced app world due to their complex structure and high regulatory standards, is how they can find the right technology partner with the ability and flexibility to adapt to live apps. Economy, and helps them climb the ladder of career-led engagement.