Many businesses are going ‘mobile-only,’ utilising mobile apps as their sole presence. With increasing competition and a fast-growing digital world, innovative companies are seeking to make their services as direct and accessible as possible.
“Mobile users spend 86% of their time on mobile apps”
Numerous mainstream services have recognised the benefits of going mobile-only and have adopted this trend, including Uber, Instagram, 86400 and Tinder. Online shopping has been made simpler and easier via apps, with 68 percent of mobile commerce now completed in-app, accounting for $5.6 billion of sales. With mobile users spending 86% of their time on mobile apps and only 14% on mobile websites, building your product ‘mobile only’ speaks for itself.
How to leverage this trend?
Consider the relationship between your services, your channels and your customers. Where are your customers and how can you more efficiently service their needs? Is it inconvenient for them to search for you on the web all the time? Could a mobile only approach simplify their experience and reduce the cost of delivery by providing only an app? It is highly likely that the answer is yes! A focus on Mobile Only allows your business to ignore the distraction and complexity of a multi-channel strategy, and engage with your customers on their preferred platform. Do you really need a website, or is it just what you know?
The mobile device has truly become the new wallet. We’re seeing a growing number of people relying solely on their mobile phone for credit card payment, certified identification, rewards cards, and membership cards in their day-to-day life.
Most Aussie banks now allowing users to save their cards on their mobile wallet. And it extends past banking. People in SA, NSW and soon QLD, can now officially store their licenses in their phone, eliminating the need to carry a physical card or needing to wait for a replacement when lost. Australia Post has launched Digital iDTM, allowing users to prove their identity via their smartphone, whilst companies like Woolworths are turning to rewards cards to improve convenience for loyal customers.
“The mobile wallet market size is projected to reach $5,250 billion by 2020”
Digital wallets provide many benefits including better security with biometrics and facial recognition, ability to lock a lost or stolen phone to protect your card number and convenience with quick fingerprint authorisation, fewer items to carry and a record of transactions in real-time.
With an increasing number of Australian’s not carrying physical cards with them anymore, the risk for Australian brands is that they are unable to transact with a customer if they don’t support payment via these mobile wallet solutions.
How to leverage this trend?
Consider how existing payment, identification or membership systems can be converted to mobile use. Utilise Apple Wallet on iOS or built-in NFC on Android to simplify the process and convert to digital ID or memberships to save substantial time, resources and money. Ensure your e-commerce site accepts Apple or Google Pay so you don’t lose valuable sales as users want seamless transactions and increasingly will find they may not have their physical card with them.
In addition, the digital wallet enables quick social shopping so your customers don’t have to exit an app to shop from you and can easily purchase from within with the click of a button. Stay ahead of your competition by joining the digital wallet revolution, your customers will thank you for it.
From both a consumer and marketing point of view, mobile provides vast opportunities for contextual services. Data collection allows businesses to gain a deep understanding of customers needs and meet those needs accurately. However, it is important for businesses to place emphasis on security as data breaches are becoming more common, gaining huge media attention and causing harm to the trust between businesses and consumers.
“63% of consumers delete apps due to privacy concerns”
In a study of 10 dating and fertility apps, it was found that the majority were transmitting data to “unexpected third parties” such as Facebook and Google, with users not being clearly informed of where their data was ending up. According to research by Deloitte, 63% of consumers deleted apps due to privacy concerns and 52% have used privacy-enhancing applications.
How to leverage this trend?
Focusing on well-engineered, transparent mobile apps and APIs reduces the potential for attacks on services. Native apps bring a slew of privacy features along for the ride with SSL Pinning, locally encrypted storage and edge processing to ensure that sensitive data is processed on the device rather than on a server that is more prone to attacks.
People can be sensitive about sharing personal data such as location, health and bank information and 89% have at some point denied an app access to certain personal information. Therefore, giving your customers absolute transparency about how this sensitive data is used and ensuring your app still functions when not all security permissions are granted will help to establish trust.
Companies are increasingly seeking to become more efficient by switching from paper to digital process- es. Capturing workforce data on smart devices leads to benefits including productivity gains, improved data accuracy and higher visibility through access to real-time data. Organisations can leverage these new data streams to uncover unidentified trends and help drive further improvements.
“84% of organisations report an increase in productivity as a result of incorporating mobile apps into their processes”
We are also seeing an increased focus on employee experience, wellbeing and safety with businesses able to provide easily accessible training, improved visibility and a reduction in frustration resulting from poor tooling.
Organisations that have already started their mobile journey are now looking at non-traditional means by which to interact with the technology they have been issued. Voice as a user interface is on the rise as we see apps including it as either a primary or secondary means of interacting.
How to leverage this trend?
Evaluate aspects of your business that are heavily manual or time consuming and consider how these processes could be digitised. Start with manual processes that capture important data which could be being double-handled or lives in unsupported or inaccessible repositories such as MS Excel which make sharing of data challenging.
For example, since the adoption of the iPad within the Queensland Police Service, reports can be sent in from the field which has resulted in a 400 percent jump in recording data. Mobile-enabled officers save about 45 minutes each per shift, allowing more time for police work and less for paperwork. As an estimate, 45 minutes per day multiplied by the size of the workforce and an average salary, results in a staggering $44.7m AUD saving in just one year.
Chatbots can be a highly useful automation tool for busy companies, however, they still aren’t functioning at the desired level,
with many bots struggling to support full conversations with customers and provide more than very basic functions.
As more tools are built within chatbots and machine learning models are refined, we should start to see an increase in the functionality of chatbots. We expect that bots will be improved to the extent that some businesses will use them as their primary method of communication with customers.
Over the next few years, we expect to see the number of IoT devices increase greatly as hardware capabilities improve and the telco networks are developed to support the low power requirements of these devices. IoT devices are getting simplified for consumers while businesses and corporations are finding new opportunities to include them within their framework.
Machine learning has been a popular topic for a number of years and the ability to suggest and predict what a user needs can greatly improve the speed at which tasks are completed.
ML faces the challenge of being able to collect data sufficient for training models. This is where ML and IoT can work together, with IoT collecting large datasets that can be utilised to improve their workflows and understand where inefficiencies lie.
In recent years Augmented Reality (AR) has been built into mobile platforms, providing great functionality for developers to implement. The compound annual growth rate for the next five years is forecasted to be 77%, which would put the AR/VR market size on the order of $200 billion by 2024.
Hardware improvements supporting AR are being developed, with multiple camera arrangements on mobile devices becoming the norm and specific 3D camera sensors rumored for new devices this year. Widespread uses are being recognised including within medical training demonstrations, maintenance work and retail.
The first foldable device, the Samsung Galaxy Fold was released in 2019 along with two others. Smartphone shipments with foldable, flexible, or rollable display will grow to reach 228 million in 2028. However, those devices will take time to be adopted by the mass market. “The foldable device market growth is hindered mainly due to high-cost factors associated with the technology. Due to high cost, device manufacturers are unable to deploy them in the new products owing to less customer buying capacity.”
We’ll see 5G networks from most major carriers around the world in 2020, and the first mainstream affordable phones supporting this network will be released this year. In the future, we expect to see an extremely high level of support for 5G throughout applications as “Australia is well-positioned as an early mover in the rollout of 5G networks.” However, we expect this rollout to take some time to be efficiently actioned and an increase in fees for users as the network faces cost, infrastructure, planning and security challenges.