HOW DO YOUR CUSTOMERS GET THEIR WEB? BROWSER? APP? OTA?
Updated: Feb 11, 2019
As the web gets larger and larger, its access points get smaller and smaller. Soon they may even be invisible.
Browser-access is antiquated
Going fast are the days of using a desktop web browser for online commerce. Recent Nielsen data clearly shows that the trend for mobile Internet access favors mobile platforms (iOS, Android, etc.) by 90%. Traditional desktop layouts are over-complicated for smaller touch-screens, draining battery life, clogging download speeds, and wasting valuable bytes of data downloads via a cellular connections. The first correction was the platform-adaptive web design – a simple solution for those who require only a basic Internet presence. But for greater consumer interaction, let’s look at the app.
The App is the current state of online access
User-friendly apps (applications) are ‘micro programs’ that streamline layout, options, and access directly to a specific commercial or industrial entity. Retail business apps offer QRC and barcode scanning options, insurance apps offer online claim forms with pop-up selections rather than character-entered data, content and media providers like Netflix or The New York Times offer episode lists, articles, and subscription information directly to the consumer with no distribution middle-man. Voice command systems like Siri and Google Now bypass the keyboard entirely, so that the consumer doesn’t have to scroll through a list of options – the mobile device does that for you far more efficiently.
The future is OTA
Following through with this kind of innovation, we see online access being built directly into the product itself. Just as apps make online access faster, easier, and more direct, Over The Air (OTA) information systems will challenge the way brands interact with their followers and customers. Amazon’s Echo exists as a stand-alone wireless household information station, feeding families everything from recipes to product prices without even going to a separate device. Tesla Motors is equipping its cars with online functionality to update and upgrade the software performance in its vehicles. Does the idea of your car getting a software update while it sits in your garage at night sound like science fiction? Think again – it’s already here.
What this means for client/consumer interaction
A landing page will be a thing of the past. A scrolling list of options will seem quaint. Modern aggressive marketing means predicting the needs and interests of the client, bypassing slow and costly access to fulfilling them, and offering direct pipelines to do so, in some cases without even having to ask. The ideal Internet is invisible, seamless, self-sufficient – leaving your customers and clients free to focus on all the exciting products and services your company has to offer.