Mobile app commerce: the new marketing mantra for brands

The gadget-driven society has embraced smartphone technology whole-heartedly, such that a mobile is enough for people to carry out various tasks of day to day life, like shopping, doing recharge, making payments and so on. And it all started with the e-commerce industry booming in the market with the entry of new players. Although

The gadget-driven society has embraced smartphone technology whole-heartedly, such that a mobile is enough for people to carry out various tasks of day to day life, like shopping, doing recharge, making payments and so on. And it all started with the e-commerce industry booming in the market with the entry of new players. Although the industry is mushrooming at a rapid pace today, it is facing tough competition from the realm of m-commerce. With technology extending itself from personal computers and laptops to uber-smartphones, it has become habitual for people to access everything from alpha to omega on their mobiles. Since, smartphones have become an essential part and an addictive way of life for people today; the coming days are set to witness the m-commerce industry progress consequently and rapidly.

Estimates say that there are a whopping 116 million smartphone users in the country. The ever increasing number of mobile-fanatics has urged companies to not just diversify to the e-commerce platform, but to expand their orbit to the m-commerce landscape as well. The sole objective behind this is to cater to the fledgling number of smartphone users in the country. Organisations are launching user-friendly applications that provide ease and convenience to consumers while transacting.

Increasingly companies are devoting a sizeable portion of their budgets to mobile marketing with the aim of grabbing eyeballs of majority of its patrons and attain top of the mind brand recall. Mobile marketing is still in its early stages in India but as more people shift from laptops to smartphones it will soon mature and realize its full potential. The overall swift adoption of smartphones in the country is playing a key role in changing consumer behaviour and their expectations, making it necessary for companies to upgrade their operations accordingly.

Rising mobile phone proliferation, advent of internet and reducing costs of smartphones, are the crucial factors that are boosting the m-commerce industry, making it a lucrative platform for organisations to market themselves. According to experts, people now spend more time surfing on their mobile phones than on their laptops or PCs.

Companies are launching user-friendly apps as an extension of their websites in order to make transacting smooth and convenient for their patrons. Mobiles have gone beyond their preliminary function of making and receiving calls. Till some time back, the handheld devices were merely a source of information exchange. Now, they have become an indispensable part of everyone’s life. The basic feature phones have undergone an tremendous technological transformation, giving rise to the big-screened user-friendly smartphones that are equipped with innovative features and applications. Further to this, mobile applications have made even the most cumbersome tasks like making payments, a cakewalk for users.

Brands are gradually introducing in-app initiatives to carve a niche for themselves in the market. Today, applications have become the new destination for gaining additional value. After the success of the e-commerce platform, brands have earned significant loyalty among consumers, due to which they are going extra miles to deliver unparalleled services to their patrons. This is being done by launching mobile applications which provide personalised and tailor-made services to the users. Moreover, companies are coming up with attractive offers like discounts, coupons and additional rewards to persuade consumers to try the app version of websites. Also, applications that give users cashback or credit points are cropping up in the market. Multiple apps for serving the one purpose is futile, hence companies are launching separate apps for serving different needs like one for banking and finance, one for entertainment and so on.

Mobile applications are simple, data-driven and provide a user-friendly interface that empowers users with impeccable services complemented by ease of use and convenience. Brands are striving hard to lure consumers to earn real money or rewards by downloading their applications. This has given a fillip to the mobile app usage by patrons.

Applications are slowly becoming perfect companion of users, for watching movies, shopping, visiting a destination or planning a trip. The instant notification system provided by applications is what keeps users updated and intimated about new movie releases, new trends, and best destinations to visit etc. This keeps users constantly connected with the application and the brands. Application-based services enable firms to reach out to the widely-scattered audience, shoot up sales and bring a ground-breaking change in the business landscape of the country.

Companies can feel the heat of the fierce competition that’s rising in the country. Owing to this, brands are coming up with amazing offers on their applications to attain an edge over their competitors. In such a scenario, it’s obvious that the firms providing the best-in-breed experience to their users and those that are spontaneous with cutting edge strategies will dominate the market.