Taking full advantage of unique properties of smartphones and tablets is the way to create something that every startup, entrepreneur wants – ability to offer new-to-the-world functionality. And that is a huge step forward towards success of every business. To describe this approach, term ‘authentically mobile app’ was created by Peter Wagner and Martin Giles, partners at Wing Venture Capital.
In the 1980s that was the case with PCs, later the Internet came and web-based applications had it time. But now with 2 billion users of smartphones it’s clearly all about the mobile. Prices are dropping and the capabilities of devices are increasing rapidly. Tablets or smartwatches are only the beginning, in not so far future mobile will be the core of everything, from household management, driverless cars to contact lenses.
The shift has been already made
I write this post on my laptop, but I have my smarpthone right beside me and when I receive an e-mail or message on Slack, I intuitively choose iPhone to reply.
‘So, mobile today does not mean ‘when you’re mobile’. It means ubiquity – universal access to the internet for anyone at any time. People use their smartphones all the time, very often when there’s a PC in the same building as them or the same room, or on the sofa next to them. ‘ Ben Evans writes in his interesting article – ‘Forget about the mobile Internet’
Mobile-first apps are certainly an improvement with their more friendly UI and taking bigger advantages of what your smartphone is offering. But still, they are focused on optimizing existing workflows, not creating something unique. They are only a natural step in the evolution but we should be focusing already on the next one – yeah you’ve guessed it: authentically mobile apps.
As you can see in the table above, authentically mobile apps are intended to be used only on mobile devices and they are focused to gather loads of data that will be analyzed and provide valuable information. One of the best examples of authentically mobile app that is already avaible to users and there is absoultely no doubt about it being succesfull is Uber. It would be completely uselles if there would be desktop version of it, right?
The reason that Uber is authentically mobile is that it uses GPS to track location and you can use it whenever, wherever you are. Other examples of such apps is Slack and Dropbox. At this point I am very well awared that you might say they are used by millions on desktops as well and you would be completely right. But their core-properties are making their claim to be authentically mobile very strong.
Here is possible use for authentically mobile apps in education sector:
Consider push notifications. Authentically mobile apps can deliver instantaneous updates – an obvious and important benefit in an emergency situation such a severe storm warning. Authentically mobile experiences include enabling individualized push notifications, using native integration with your SIS, LMS and other systems.
As just one example, students who miss several classes in succession could be contacted and invited to speak with their academic advisor. This game-changing capability can improve student engagement, and ultimately student outcomes. – Audrey Williams, VP of Information Services at Pellissippi State Community College
Plenty of room on the shelves in app stores
We will witness very high-demand for authentically mobile apps offerring solutions for Security, Education, Consumer Experience Management, HR, Communication in Business or Payments. That’s why some of the existing apps will shift towards it in order to answer companies’ needs. But there wil be also huge uncharted area where small startups and entrepreneurs could thrive, by offering new-to-the-world functionalities not only to companies, but also their consumers and workers. This train is ready to departure, be sure to be on-board.