By Ian Wallis – issue 3
Can you recall your
first experience of early smartphone apps? Where they based on trivial, or
informational use cases? The first iPhone 3 app I witnessed was a beer-drinking
app, which would mimic a glass of beer being drunk empty as the user tilted the
phone over to much hilarity in the office.
Fast-forward to today
and we are in the midst of a mobile digital age where apps understand the context
of what we are doing. Whatsapp knows which friends are online, Spotify suggests
playlists, Netflix recommends films, Tripcase knows my next flight and Waze can
get me home fast with two finger presses.
Every time I run one
of our Talk Mobile workshops, I ask the audience what is their favourite app.
Most people mention two, one they use frequently and one they love to use. And
every time, I learn about a new app that does fantastically useful stuff for
This has involved a significant
shift beyond information and transactions to user experiences where context and
advice make our life easier, encompassed in what is being termed the Digital
journey. And at the heart of this journey are mobile apps that know what you want
to do next.
Nevertheless time and
again we encounter mobile apps that come up short. Our banking apps should be
warning us if we over spend this week. Our supermarket apps should flag up what
we are likely to need or more importantly what we will not need in our cart
almost like an inventory management service. We most certainly should not be
receiving the load of outbound notifications and marketing clutter we get
through poorly conceived push notifications or email.
Considering how mobile
can enhance this experience is key: consider my entire user journey, allow me
to upload a photo if it saves me time, use my location to guide me, if I
complain get back to me immediately with what I require, push me stuff I really
need to know and drop the rest. You don’t have to ask me my customer number,
address, post-code, birthday and mother’s maiden name every time, you have
access to my finger print.
By linking mobile,
business process, data and customer insight these great Digital experiences are
possible and they do not need to take years to implement. By using mobile cloud
services, organizations can get started immediately, providing fantastic user
experiences, driving loyalty, attracting business, achieving efficiency and gaining
significant advantage over the competition.
To download our eBook
on Oracle’s Mobile Cloud Service, click here.