Experts share 5 high priority mobile application development trends for 2019
The New Year is approaching, and it is hard to believe how
quickly 2018 passed. During the past year, the mobile applications market
registered just over 27 billion downloads, representing an annual growth of
almost 11 percent. This trend of growth in the industry shows that even after a
decade, mobile applications are more in demand than ever. As it closes 2018,
the mindset of the developers is clear in the way they adapt to the trends in
the development of mobile applications; they want to keep current trends alive
to maintain the user's delight, but also to bring new innovations to the
growing market.
By 2019, companies must focus more on mobility and maintain
their pace of mobile application innovation to meet changing customer demands.
In this article, several industry experts analyze what mobile technology trends
will improve the industry in the next year.
1. The clash between
the development of native applications and hybrid applications continues
Is it better to create a native application or take the
hybrid route? The debate about which development approach is the best has been
going on for some time, but according to iOS engineer Marwan Alani,
"Native applications will continue to dominate hybrid applications in
2019, regardless of the growth in hybrid technologies like React Native and
Flutter. .”
Alani goes on to say that native dominance can also be
credited to the abundance of native functions that Apple and Google are rapidly
adding to their mobile operating systems, and to the fact that hybrid
application frameworks have relatively low technical input. Point - they are
increasingly difficult to maintain. "
The development of hybrid applications faces problems
derived from both native systems and hybrid systems, which hinders the search
and solution of errors. Another disadvantage is that hybrid applications often
sacrifice the user experience because the products cannot be customized for
specific platforms.
On the other hand, native mobile applications are developed
and optimized for a specific platform and compiled using the central
programming language of that platform and the application performance interface
(API). As a result, native applications are fast, responsive and show
exceptional performance among many other benefits.
2. The development of
mobile applications is as good as the marketing campaign
Many companies focus on developing an exceptional
application, which works well and solves a real problem for the user, but your
marketing campaign is left as a last minute idea. It is easy to assume that the
acquisition of users is the central metric for the success of mobile
applications, but the real value lies in attracting and retaining users.
Joyce Solano, Senior Vice President of Global Marketing at
Leanplum, notes that "companies lose a lot of money acquiring mobile
facilities, currently $ 2.89 per facility, only to see that 79 percent of users
never return after the first visit, and the 2 percent of users phantom their
application for day 90. But marketing campaigns play a key role in turning the
facilities into loyal customers. In fact, participation platforms help brands
to increase their participation in highly targeted customers. Committed by 37
percent and the number of users who make purchases within the application only
in the first 30 days five times? "
Achieving a rate of participation and retention of
sufficient mobile applications to prevent your product from disappearing in the
cemetery of the app store is a difficult task. Solano says: "Given the
impact of mobile devices on loyalty and revenue, I hope to see more brands
invest in mobile engagement campaigns as the heart of their monetization
strategy. In 2019, if you're not doing mobile marketing, you're missing out on
a great opportunity. "
3. 2019 is the year
in which the "marketing at the moment" takes off
Personalization has been a pillar of the mobile experience
over the last decade, increasing its level of depth and one-to-one precision
when it comes to understanding and reflecting application users.
As a baseline for interaction, it is here to stay.
According to Plot Projects, the creation of user profiles
and emerging content based only on online or in-app behavior is no longer
enough to attract users and keep them close. In fact, this year, the open rate
of messages sent according to someone's location (and what they are doing)
generated double the commitment to personalized messages.
In 2015, Google coined a movement called
"micro-moments" and marketing at the right time, opening a discussion
on how to take advantage of the consumer's intention in the real world, with
the mobile as a natural gateway. Increasingly, businesses must take advantage
of the value of choosing the right context to interact with users, send
location-based coupon rebates and dynamic offers to increase engagement, reduce
UX friction and increase sales.
It does not stop there. Companies should consider creating
audiences of people traveling by train, shoppers, loyal to local brands and
frequent travelers, rating their relevance to campaigns, offers or memberships through
their daily habits and life choices, through of any channel or technology. 2019
is the right time to take steps towards this new way of working and connecting.
4. A focus on the
development of OTT
The market OTT (over-the-top) is showing a great acceptance
on the part of the consumers through providers like Crave, Netflix, Hulu,
Amazon Prime and more. By 2019, it is anticipated that global OTT subscribers
will reach 300 million.
The mobile application development market is ready for OTT.
The infrastructure is already in place; there is a greater availability of
public Wi-Fi; tablets, connected TVs and streaming media players are becoming
more popular with consumers; and the interoperability of the device is
improving. In addition, major broadcasters are introducing OTT options in their
content line.
Attribution and analytics companies are developing advanced
capabilities to take advantage of the right data to keep pace with the OTT
market. The characteristics of the orientation are becoming more refined, and
Grant Cohen, general manager of the Kacavas Collective says: "In 2019,
look for an increase in attribution capabilities between devices plus the
ability to include a location in the measurement."
In addition, the growth of newer OTT devices indicates that
there will be more opportunities for publishers and advertisers in the New
Year. Cohen says that "marketing professionals will better understand
their users and create specific messages that resonate with them. As OTT
devices continue to evolve, media companies will bring more traditional content
to these platforms. "
The potential to reach broader audiences and take advantage
of new revenue streams is huge, and companies that can evolve with the market
will outperform the competition.
5. Extending the
benefits of augmented reality
In recent years there has been much talk of augmented
reality (AR), and users can expect to see more of AR technology in 2019. AR
libraries (the Apple AR Kit and Google Arcoren) will continue to grow and
mature, although the adoption the rate in user-oriented applications is not
increasing.
"It is expected that these technologies will be the
basis for rapid development in AR-oriented mobile devices in a few years (Smart
Glasses, Lens, etc.), so that Apple and Google will continue their current
investments in AR technologies and frameworks. Hoping to dominate the AR market
when it's finally time for technology to shine. “- Marwan Alani
Apple, specifically, has been pushing to be recognized as
the most powerful AR platform. Apple's goal for AR is to extend the benefits of
technology throughout its iOS system. Apple's broader vision for technology is
evident in its partnerships with Pixar and Adobe. As AR Kit continues to
improve, users can anticipate improvements in facial tracking, rendering, and
3D object detection and impressive overall experiences in the coming years.
A new year in the
development of mobile applications
Ten years ago, the mobile application began to exist, since
then it has become a general necessity for everyday life. The trend of 2019 is
clear: users want access to contextual content hypercaptado, in real time and
perfectly connected in each of their devices. In addition, users seek new and
creative ways to create and share experiences with their mobile devices.
