19December 2021CXO INSIGHTSDeskeraEmpowering Small-Scale BusinessesBy Bibaswan Banerjee, Director, CRM and User Analytics, KlookMOBILE APPS IN THE NEW DECADEThe attraction of apps stems from powerful engagement mechanics e.g., notifications and the ability to accommodate feature-rich yet intuitive UI/UX. Appscan makes optimal usage of increasingly powerful local device processing and storage capabilities to offer personalized experiences across search & recommendations, customer service, and purchase funnels. In short, apps provide an engaging platform to retain existing high value and nurture potential high-value customers who support better economics for businesses in the long term.However, it is not all hunky-dory. A spate of challenges plagues the app landscape: shrinking attention spans, privacy concerns, overuse of notifications, lack of use cases beyond core functionality (often low frequency), and generic experiences with limited personalization results in most apps being hardly used/offloaded within minutes of install. These challenges are exacerbated by new entrants by discoverability issues. In a sea of apps, getting critical mass requires ASO to be supplemented with a paid install strategy that comes with its own baggage of fraud, underwhelming retention, and poor economics.Despite the challenges, a well thought out app strategy will continue to be a force multiplier for consumer businesses in the new decade. The key to survival will be to step up the personalization game and keep abreast of some disruptive shifts in the app landscape.Bibaswan Banerjee
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