Adobe Digital Dialogue

June 12, 2015 /Mobile /

You want me to download your app? Make my life easier!

In recent times, there has been a rash of adver­tise­ments for mobile apps on India tele­vi­sion. Major­i­ty of the apps seem to be of con­tent reuse from the web deliv­ered in a new form fac­tor.

Mobile is a game chang­er if put to good use. With mobile, brands can con­tex­tu­al­ize the user inter­ac­tion bet­ter, mesh offline and online infor­ma­tion, and deliv­er amaz­ing cus­tomer expe­ri­ences. In emerg­ing mar­kets like India where infra­struc­ture and third-par­ty ser­vice providers are not on par with brand expec­ta­tions, mobile enables brands to take con­trol of the cus­tomer expe­ri­ences by remov­ing the depen­dence on the vagaries of the val­ue chain.

For this to hap­pen, orga­ni­za­tions will have to move away from dri­ving mobil­i­ty ini­tia­tives from mar­ket­ing or sales depart­ments to out­side-in through cus­tomer jour­ney map­ping — iden­ti­fy all the touch points with the cus­tomer, derive insights to con­tex­tu­al­ize the cus­tomer inter­ac­tion, inte­grate with the enter­prise sys­tems, and deliv­er the right con­tent for the inter­ac­tion.

Let us look at the travel and hospitality industry in India.

We have OTAs, air­lines, hotels, review sites all pro­mot­ing their mobile apps. The under­ly­ing theme for installing the apps is free­bies in the form of dis­counts on first pur­chase, etc. Air­lines and hotels are sit­ting on a ton of infor­ma­tion about cus­tomers and cur­rent­ly they are not lever­ag­ing any of this for mobile inter­ac­tions. Even though, this is the dif­fer­en­tia­tor that will dri­ve cus­tomer adop­tion and engage­ment with­in mobile apps.

Recently, I was trav­el­ing from Del­hi to Ban­ga­lore in my pre­ferred car­ri­er. I got an SMS that the flight was 2+ hours late when I reached the gate. The per­son at the gate advised me to go to the lounge. At the lounge the only way to get an update was to depend on the announce­ment as the flight details were not get­ting reflect­ed cor­rect­ly on the TV screens.  The announce­ments were not clear and hence I missed my flight and spent anoth­er three hours to catch the next flight.

The val­ue for a busi­ness trav­el­er is to get in and out of the air­port in the short­est time pos­si­ble. Shouldn’t an air­line tar­get­ing busi­ness trav­el­er have its mobile app designed around the needs of these cus­tomers such as:

  • Real-time updates of the flight tim­ings espe­cial­ly at the air­port
  • Seam­less access to wire­less at the lounge
  • Bag­gage arrival noti­fi­ca­tion

Mobile pro­vides loca­tion coor­di­nates and also can lever­age prox­im­i­ty track­ing tech­nolo­gies such as iBea­cons to trans­form these types of chal­leng­ing sit­u­a­tions into a pos­i­tive brand expe­ri­ence.

When cus­tomers get real val­ue from the mobile apps of their pre­ferred brands, then app engage­ment will hap­pen auto­mat­i­cal­ly!


Cov­er image cour­tesy of KROMKRATHOG at


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