4 Ways Mobile Apps Will Change in 2017 (Or How Ad-Tech Firms are Changing the Space)
Apps are at their peak and we will be seeing many ad-tech companies developing specific apps for each market under one same platform. As a result, mobile app producers will have to increase the benefits and offerings that are provided by existing apps. Here are the top 4 mobile app predictions for 2017, by Portada's digital media correspondent Pedro Labarta.
By Pedro Labarta
1. Smart prices will take over.
Apps focused on the sale of products will have to become smart bots, since buying sensitivities vary depending on region/country. Producers of mobile applications will have to use individual user data, along with location at the time of sale in order to achieve better profits down the road. For example, people in Mexico may not be willing to pay the same amount for a particular product as do people in Spain. Companies will be able to classify purchases according to the algorithm needed to quickly adapt to each market, thereby unifying inventories and databases.
This will be the year in which businesses such as agencies will be able to safely, quickly, and effectively monetize applications. For example, a clothing brand will be able to pay for an in-app ad when the user is searching for a specific application or even within the app itself, as is already the case today, but will also be able to do it a crucial moment of the game or video where the advertiser wants its ad to appear. This will help advertising networks improve their performance and especially their revenues once this feature kicks in by mid-2017. This will lead to higher satisfaction rates and more business opportunities for all.
3."Yes" to TV on smartphones and "No" to TV on smartwatches
Apple, Samsung, and Google specialize in mass consumer products. The smartwatch is not a great product because it does not replace the phone, just as Apple Pay has not replaced the credit card. Also, not everyone wears a watch, while most everyone uses a smartphone. This is another problem faced by large companies that have failed to build an adequate ecosystem and a monetization model for smartwatch developers. With development not being financially viable, developers will stop creating for it and instead focus on creating for apps for TV, etc. This will open a new source of revenue for publishers, leading to better content and a better advertising platform that makes it a win-win for everyone.
4. Apps and messaging
Messaging has tapped out, so entering this market is too complicated these days. The focus now should be on developing message extensions, where we can take advantage of the billions of people already connected on them.
We are already seeing specific developments for iMessage from Apple and Facebook Messenger. Instead of opening an application such as Skype separately, users will use a face-to-face extension within the messaging application with which they are already familiar.
This will be the year in which businesses such as agencies will be able to safely, quickly, and effectively monetize applications.
Extensions will not stop there, however. They will be used for everything, including some tools we are already used to seeing in our email, such as calendar invitations, unread text markings, current status, and functions that will be carried out within our specific message groups. Bots and AI were launched in 2016, but they still do not work very well. In 2017, we will see strong breakthroughs in bot intelligence and more implementations in our everyday technology. Many of today's most promising video messaging and walkie-talkie apps will soon find themselves competing against and potentially missing out on a well-implemented app extension.
However, bot technology will see its strongest boom in late 2017.
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