Our mobile devices, which many of us carry 24/7, can track where we’ve been, what we’ve done and when we did it. They can listen in on our conversations and access data we have stored on the device — and in the cloud. Next-generation smart apps have the potential to become an active part of our lives. By tracking and understanding our unique behaviors and habits, developers will be able to create apps that offer highly personalized recommendations and experiences. By 2017, Gartner predicts we are going to download mobile apps more than 268 billion times, and mobile users are likely to provide personalized data streams to more than 100 apps and services daily.
Indeed, the opportunity is massive for brands that provide utility and enjoyment through app experiences and messages tailored to customers’ personal preferences. Many big brands report that their desktop traffic is at a standstill or declining, while mobile traffic doubles or triples. There’s no turning back personalized mobile is the new reality!
Be on the lookout for the following trends in the near future:
- The emergence of “small data.” The value and functionality of your mobile device will shift from connectivity to data capture and transfer. In a sense, your phone will act as your own “black box,” recording your daily activity, similar to a flight recorder.
- A listening mode on your phone. This feature will add a layer of richness to the data that is already being collected by third parties and enable apps to intervene with information, recommendations, etc.
- Highly personalized experiences. Apps will leverage multiple sources of data and, with artificial intelligence, begin to create experiences and recommendations in real-time, much of it designed around our daily lives and routines.
- Intelligent ads. Yes, someone has to pay for the free apps, and advertisers will be at the ready. As the apps get smarter, so will the marketers. Ads will appear at the right time, with relevant offers based on your interests, past buying behaviors and preferences. Some will be rewards based on certain behaviors, and other offers will serve as incentives.
The questions that will remain for many of us is, to what extent we will invite smart apps into our private lives? Given recent concerns, can personalization create enough value to outweigh the risk of revealing too much about ourselves? Qill we be comfortable with apps that are really “all about us”?
Let us know what you think about the personalized mobile experience and as always stay #TopRight!