Apps are not only being used for hiring a taxi or booking a hotel room, consumers are also using apps for shopping or to reach out to customer service desks. According to ComScore, over 60% of web traffic for retail websites came from mobile devices and 51% of that traffic originated from apps. App managers at mobile operators should, therefore, work on improving the customer focus and developing strategies for push notifications and content driven customer support.

According to a recent study from Flurry Analytics by Yahoo, the average consumer in the U.S. spends 88% of the time spend on a smartphone in an app. App managers of mobile operators are therefore preparing themselves for a future in which online traffic moves from the operator’s website to responsive mobile websites integrated in the MyOperator app. These are the key trends that are expected for 2016:

1. Customer Focus

Creating a more customer focused, omnichannel experience will be key for the mobile industry in 2016. Mobile has changed the way consumers make purchases and interact with support content. Therefore, mobile operators need to adjust their mobile apps to reflect this shift in consumer behaviour. Mobile apps should be recognized for their impact on the customer journey and the experience should meet the customer’s demands. Don’t just assume to know what customers are doing, but also track and analyse relevant data. This will enable you to create a customer experience that tracks how your customers are actually using the app and identify if features are lacking.


2. Deep Linking

Deep linking will be applied more and more as content becomes easier to discover. Both Google and Apple have created opportunities using APIs to allow mobile app content to be found through mobile search. Mobile operators are able to deeplink to app content from their mobile advertising programs or websites and other channels. Other apps can help enhance the customer journey by deep linking into content in the app. Users will see more and more app content in mobile searches and have the ability to see app-exclusive content that is not available for other devices. This will improve the opportunities a mobile operator to boost the number of downloads of the app, as well as the usage rate of the MyOperator app.


3. Push Notifications

2016 will show changes when it comes to push notification strategies. Mobile apps are increasingly becoming important when it comes to retaining and engaging customers. Actually, push notifications are often the starting point for mobile customer interactions. Mobile operators should focus on developing advanced push notification programs that are more personalized and offer improved relevance (for instance, pushing a “how to perform software update” usecase after a OS update to customers on the old OS version).

4. Content Driven

Mobile marketing requires its own strategy as consumers tend to be turned off by obvious sales-driven marketing on mobile devices. A more content driven, personalised approach has become key to mobile operators regarding mobile marketing. By creating an opt-in program to track data on how customers use the MyOperator app, operators will be able to start delivering content specific to that user’s interests. 

5. Analytics and BigData

Creating a 360 degrees view of the customer’s behaviour requires advanced, omnichannel analytics. To track and improve the overall customer experience, measurable in KPIs such as NPS (customer satisfaction), CES (customer effort score), PRS (problem resolution score) and upsell conversion targets. MobileFirst teams are popping up within mobile operators, equipped with not just developers and testers, but also data analysts and online marketeers.

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