Apps: WOW ME!
It rarely happens that a new medium comes along with the ability to fundamentally alter your relationship with your customers. Apps are such a medium, such a means of communication. We are currently witnessing the first stages of a very substantial change brought about by the emergence of apps. Yet, alongside their huge potential, apps also constitute a huge challenge for companies venturing into this unknown territory. To avoid the big mistakes - let’s not worry about the minor ones - there are valuable lessons to learn.
One fundamental truth to keep in mind is that almost nothing you are currently doing on other platforms will work in the app-iverse. Just think of first generation websites. It took a long time before we dared to let go of the words and develop a meaningful architecture. We are not yet even in the vicinity of perfection on the web although huge strides have been taken. And when it comes to apps we are still barely toddlers.
New patterns and unmapped needs
New patterns emerge and must be recognized for what they are. Customers behave differently and have different needs, desires and expectations when they are interacting with you through an app. And, fascinating and scary as it may seem, we haven’t even mapped these needs, desires, and expectations yet. But there are certain things we do know. We know that apps are for ‘always and everywhere’ and we know they are for short periods of time.
We know what apps can do
Apps are a strong marketing tool, ideal for push marketing. They are good for building and maintaining relationships with your clients. Yet none of this is worth anything if the user doesn’t experience the service at the core of the app as relevant. And fun. Somehow it seems that there’s a certain lightness to the emerging universe of apps. They are plug-and-play and intuitive and they are at their best when they appeal to our creativity and make us smile.
A Freemium business model seems, at this early stage, to have a lot going for it. Based on the data available free apps are far more popular than paid-for apps. 75 pct. of the apps downloaded on Apple’s app store are free. The majority of your users will probably stick with the free apps but some users will want more. Those users already like what you do. So much in fact that they’ll be willing to pay a premium for the extras you can offer – the proverbial icing on the cake. The idea is, that the relationship you establish with the customer through the free app will provide you with a good platform for presenting the value of purchasing the premium version.
Think of it as a privilege
Developing your app should be seen as an opportunity to rethink your relationship with your customers. Where do you genuinely make a difference? What can you offer which is relevant to their lives and how can an app help you increase both relevance and availability? With an open approach, entering the app-iverse might even uncover valuable insights about the rest of your business.
Comments
Interesting perspective on this up and coming media platform!
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