Mobile-first approach requires digitalisation of the real world: Socialathon 2014
With pouring numbers of mobile phone users, it is quite evident that usage of mobile phones has made life simpler for masses. There is a stark consumer shift witnessed in India. From mobile users to internet-enabled smartphone users, India has seen the revolution of internet and mobile phones. “The age old revolution and growth of internet has arrived in India,” said Nilay Arora, Vice President, Marketing and Business Head, WeChat India, during a highly insightful and engaging session of Socialathon 2014 (#Socialathon2014).The session was chaired by Gopa Menon, Associate Vice President, Isobar.
There are approximately 200-300 million internet users in India and has witnessed 180-200 per cent smartphone user growth. Mr. Arora highlighted that the way we consume internet on PC is very different from that on phones. According to him, people who have not used internet on PCs and are mobile first are not even aware of internet access, whereas all what they know of are apps. “Their first tryst with internet has been told to them by a mobile operator,” he stated.
He further mentioned that somewhere this shift is actually going to drive how brands, service providers, companies and developers need to look at the mobile-first world. The internet is broken into pieces and consumed by people in the form of apps. It is mere digitisation of the real world.
There are two kinds of internet users. One being the mobile and internet enabled PC users, and the second one is only mobile enabled category that comprises mainly of youngsters and the ones above the age group of 40-45. This device, thus becomes their first tryst with consumer technology. Therefore, a lot of brand services and marketers need to closely examine the difference in behavior that needs to be addressed in a different way.
As we all know that internet can be used in categories such as communication, transactions, entertainment; what makes this interesting is that in each of these categories, there are apps, which brands want their users to use. But the challenge lies for a brand to distinguish itself from others, thereby inviting more people to use their app.
All that matters in the present competition is to be different and unique, only then can one stand out. For a mobile first world, whether it is a content led product, whether it is transaction based in nature or whether it is entertainment, a brand needs to be unique and useful.
In this huge rush for developing applications for smartphones, greater challenges arise. The first being distribution of app in the mobile first world, which means that once an app is developed, the challenge lies in its distribution, in making platforms based solutions available for brands.
The next is the unique content of the app. It should be conceptualised in a manner pertaining to the business of the brand. For example; if a brand is in the business of distributing news, they should focus on the distribution of news and not the news app only.
He further elucidated that platform approach in the smartphone world is evolving at a great pace. A smartphone is essentially used for communication, and communication apps are driving tremendous growth not just globally but in India itself, thereby making the communication platform a stage for service discovery and service delivery.
Citing an instance of its own venture, Mr. Arora discussed about an official account on WeChat, which is now being used by 40 million active users globally on a monthly basis. It allows one to discover, explore, consume and get the service delivered by official account only. It also enables brands, celebrities and other recognised entities to have their presence and gather followers on WeChat with an official account.
A recent example of Hungama music company was cited, where one can follow Hungama’s official account, and thus listen to the music posted by Hungama. Another remarkable feature is of the Hungama text box, where one can search with the name of their favorite stars and listen to songs inside the WeChat text bar.
Mr Arora concluded by saying that app platform will develop with time and advancement in technology. What is important for brands is to keenly observe the consumer behavior and develop apps accordingly.
