The downloads of mobile applications last year were around 28 billion, is a record figure for the market, this industry is growing at a dizzying pace and will not stop there. So the development of mobile applications will be even more demanded. Improving mobility is driving an undeniable change in the way companies manage everyday work processes, despite market growth, many organizations are likely to adopt a “wait and observe” approach when deciding to act and implement new technologies. On the other hand, it is essential to take into account the relevant signs and trends when laying the foundations for strategic mobility.
In 2020, companies will have to focus on mobility, Machine learning (ML), Image recognition, neural networks, and hyper-personalization to adapt to the pace of mobile application innovation and meet the evolution of customer demands. It is essential to differentiate which advances are “fashionable” and which advances have consequences without action. We explore in this article some technology trends that are potential opportunities, challenges and plausible scenarios for impacts in the new decade.
The development of the OTT grows and grows
The OTT (over-the-top) market is showing great acceptance by consumers through suppliers such as Netflix, Hulu, Amazon Prime and soon Disney +. The US market for these services alone will reach $ 21 billion next year. The mobile application development market is ready for OTT. The infrastructure is improving every day, the start-up of 5G is destined to surpass WiFi and the interoperability of devices is increasingly better. In addition, the main stations are introducing OTT options in their content offer.
Data analytics services companies are developing advanced capabilities to take advantage of the right information to keep up with the streaming market. The characteristics of targeting are being refined more and more. In addition, the growth of new OTT devices indicates that there will be more opportunities in 2020 for publishers and advertisers. The marketing professionals better understand their users and create specific messages that appear attractive. As OTT devices continue to evolve, media companies will bring more traditional content to these platforms.
The potential to reach broader audiences and take advantage of new sources of revenue is enormous, and companies that can evolve with the market will be victorious in the competition.
Also Read: 12 technology trends will shape companies in 2020
Mobile application development is still as good as your marketing campaign
Many companies focus on the development of a unique application, which works well, and solves a real problem of people, and the marketing of these applications is left in the second term. It is easy to think that user acquisition is the main measure for the success of mobile applications, but the real value lies in attracting and making users fall in love.
Companies assume large costs to promote the installation of their applications only to see that a very high percentage do not use it, approximately 79% do not return after the first visit to that app. Then marketing campaigns play a key role so that this user/application interaction is constant and consistent with what was defined since the creation of this mobile application. In fact, these campaigns help the brand not only to retain customers but also to increase the number of these highly engaged customers.
Achieving a commitment and retention rate in mobile applications to prevent your product from disappearing from the view of the user is a very difficult, complicated and expensive task, so mobile application marketing is a very attractive market for next year.
Companies must invest in “moment marketing.”
The hyper-personalization has been a mainstay of the mobile experience in recent years, increasing their level of depth and precision one to one when it comes to understanding application users.
A niche that came to stay.
The creation of user-profiles and the appearance of content based solely on the behavior of online use and use of the mobile application is no longer enough to attract users and keep them captive. This year, the open rate of messages that are sent based on where a person is located (and what they are doing) generated twice as much commitment as personalized messages.
In 2015, Google coined a concept called “micro-moments” and marketing at the right time, opening a discussion on the use of the intention of consumers in real environments, with the mobile as a natural gateway. The companies especially retail need to leverage the value of choosing the right context to interact with users every moment, send promotions based on location and dynamic offerings to increase engagement, reduce the stress of using technology and improve the customer experience and users.
And this does not stop there. Retail companies should consider creating audiences for public transport travelers, shoppers, etc., loyal to the stores of their choice and frequent travelers – qualifying their relevance for their products and services, offers or memberships through their daily habits and profiles – through any channel or technology. The year 2020 is the right time to take steps in this new way of working and connecting and achieving exceptional omnichannel.
People genuinely care about digital addiction
Mobile applications are intentionally created to be addictive, that is no secret to anyone, in recent years there have been countless studies and articles on the excessive use of the smartphone and how it affects health. Today, digital addiction has become a topic of a worldwide trend.
Many investigations have concluded that social network users can experience anxiety and depression for a long time. It has also been shown that the use of tablets and readers for long periods of time interrupts the correct sleep cycles and drastically decreases productivity.
A couple of years ago Facebook admitted that interacting with its platform can cause low self-esteem and, in response, other companies such as Google and Apple adapted their applications to adapt to the growing demand for digital well-being monitoring. The user experience is a trustworthy engine today more than ever.
Consumers increasingly expect the brand they consume and use every day. The best user experiences begin at the beginning of a new development project with exceptional user-centered application design, and it is also a differentiator. Now more than ever, there are multiple companies that essentially do the same. In addition, consumers are starting to look for new options that give a better user experience for a lower cost. Companies that develop their applications focusing on their customers and the experience they provide will have an advantage over their competitors. Offering a beautiful design is no longer a differentiator, now applications must work in a way that their customers and users expect to work.
When your users and customers are the first focus of attention, you get the impression that your company cares about their needs. People genuinely care about digital addiction
It’s no secret that mobile products are intentionally designed to be addictive, which is a bit friendlier way of saying addictive. In recent years, a great deal of literature has been devoted to shedding light on how excessive use of mobile phones affects health and well-being. In today’s world of mobile telephony, digital addiction has become a global and widespread trend.
Research indicates that the time spent browsing social networks can cause anxiety and depression. In addition, it has been shown that the use of tablets and electronic readers for long periods of time interrupts sleep cycles and decreases productivity.
Two years ago, Facebook admitted that interacting with the platform can make people feel bad about themselves and, in response, both Google and Apple posted system updates to accommodate the growing demand for digital well-being tracking. More than ever, user experience is a central driver of trust.
5G mobile networks
The mobile networks 5G will be an enhancer for substantial social change today already are carrying out the tests around the globe. Mentioned this, it is still too early to experience the benefits of 5G. There has been a world of speculation around this technology and the main operators continue to promote next-generation connectivity and services. When this technology is released for daily consumption, consumers of mobile services will have access to speeds of up to 10 gigabits per second, significantly higher speeds than those now offered.
Current technologies were able to enhance the use and creation of mobile applications, even with this the true potential of these technologies has not been achieved, existing networks are not yet able to provide the following range of data-based applications and all new services virtual reality (VR) and augmented reality (AR) and on-demand services. As mobility matures, the amount of data that moves in all directions will overload networks as they currently are.
We can expect the proliferation of 5G networks in private environments before their release to the general public. Many companies will abandon WiFi services in favor of this technology to benefit from the benefits that this technology offers, which can create fast and immediate connectivity between devices on a network. In addition, these 5G private networks can prioritize specific data transmissions over others.
As 5G networks evolve, they anticipate a considerable amount of future disturbances, as well as multiple opportunities for innovation. Organizations can automate more core processes and offer improved mobility tools to present, capture and share essential data. High-speed data transfer will completely change the way people communicate, creating business processes in which the physical and digital are efficiently interconnected, in real-time. The 5G trend points to a huge emerging market for each component, device and software service needed to facilitate the intensive data environment that 5G will create.
Deep linking everywhere
Although the deep links of mobile applications are not thematic new, it shows no signs of irrelevance. Customized site-to-site experiences will become more frequent in the coming years, and perhaps even imperceptible. There are three types of deep links: traditional, deferred and contextual. Deep contextual linking will probably become the practice for sharing data across interfaces in 2020. Digital assistants and voice technology provide real-time information, rather than adding interaction with applications directly.
As digital assistants improve, people will increase interactivity with them actively and passively through IoT objects, smartphones, smart cars, portable devices, and many other interactive points. Digital assistants will listen and observe their users’ behaviors and offer multimedia information to complement human search behaviors. These technological advances will require more personalized and relevant deep linking practices.
The user experience without borders or fissures will continue to move towards the year 2020. The contextual deep linking offers a complete transfer of information and will be essential to understand the situations in which users want information about your company and how to obtain it. The fact that the omnichannel experience of your company takes users from one site to another, from one application to another will depend entirely on the user’s search behavior and context.
A well-converted mobile presence provides valuable information in the sense that it is already giving customers what they want. By basing your application on the confirmed preferences of your users, you will see a greater and more lasting commitment.
Application development in 2020, a new year is coming.
Years ago, the mobile application was born, and since then it has become an essential necessities of everyday life. The trends for 2020 are clear and clear: users want to access hyper-personalized, real-time and contextual content perfectly connected through each of their devices.
In addition, users are looking for new and creative ways to create and share experiences with their mobile devices. Mobile applications will have a great and growing demand in the coming year, and the best way for companies to offer value to their customers is to focus on the right marketing tactics to offer a better value to the user.
Consumers increasingly expect the brand they know and love. The best user experiences begin at the beginning of a new development project with exceptional user-centered application design. Now more than ever, there are multiple companies that essentially do the same.
In addition, consumers are beginning to look for alternative options that offer greater value for a lower cost. Your company will have an advantage over its competitors
When you put users first, you tell them that you care about their wishes, needs. By collecting that knowledge before developing your application, you allow your thoughts to seep into all aspects of a project, from conception to post-launch marketing efforts. In the end, you create a better product that really surprises your users.
The trick now is to continue that discussion and transparency throughout the life of the application when updates and new features are deployed. In short, if your application does not live up to the expectations of your customers and users, you are out.
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