Native applications and micro-moments, the multiple challenges of the mobility strategy

The advances in mobility has generated great behavioral changes in consumption patterns, encouraging the increase of expectations in users, especially in terms of speed. Immediate gratification is now sought and decisions are made quickly, so mobile sites and apps should prioritize speed and ease of use. Vector ITC Group reveals the key keys to a mobility strategy.

“Consumers move seamlessly across a multitude of devices in their journey to conversion, so we can’t just focus on the device that’s in use when the “buy” button is clicked, as we lose the information that provides us with mobility in its broadest context,” says Ismael Musbah, Head of Mobility at Vector ITC Group. The goal of mobility is to connect the dots between all screens, channels and media types.

Mobile devices, nowadays, have become an essential element, allowing access at any time to what happens anywhere in the world, being able to carry out countless managements from the Smartphone itself. Currently, the user consults an average of 150 times a day his mobile, and makes use of it a total of 177 minutes per day.

Why a native app?

In this sense it seems essential to bet on a mobile strategy. Vector ITC Group develops native applications for each client and system, with the aim of meeting the needs of each of them. The goal of configuring native applications is to adapt to any type of user, establishing, by using the latest trends in service design and usability, the foundations of understanding the needs of the end user. Among the main advantages are:

  • They allow development for all kinds of devices: Wearables (Apple Watch, Android Wear), TV or cars (Android Auto, Apple Car).
  • They provide greater security: the use of various plugins and Javascript in hybrid applications introduces additional layers of complexity that are susceptible to attack.
  • Improve battery life: The code is optimized for architecture, makes much more appropriate use of different CPU/GPU cores, and requires fewer layers of software to run.
  • They allow you to use the native accessibility features.
  • They make it easy to identify and correct programming errors: debugging makes the task much easier for the developer when performing debugging. In addition, they have advanced tools that show in real time the consumptions of CPU, memory and network.

“With mobile and native apps we are able to enrich the understanding of the context and understand the underlying intent of consumers. This context provides clues about their behavior, and therefore powerful clues about how a company can be more relevant and useful to people in their times of need,” says Ismael Musbah, Head of Mobility at Vector ITC Group.

In this context, Vector ITC Group also bets on customizing and improving micro-moments as a successful strategy for any company. Micro-moments are critical points of contact within a consumer’s purchasing cycle and, together, determine how a customer’s experience ends. In them, consumers expect brands to address their needs with real-time relevance.

“Anticipating consumer micro-moments in a particular sector, and then establishing a commitment by helping the customer when the time comes, can provide great results and generate a competitive advantage for the company,” concludes Ismael Musbah, Head of Mobility at Vector ITC Group.