The future of mobile applications goes through the wearables
Book a hotel room, take inspiration for the next trip, weekly shopping or even getting a taxi, anything is possible via our mobile phones. That is not surprising that in 2015 is expected that applications for smartphones market grow by 113%, especially in Spain, which leads the use of smartphones in Europe. However, the sector must face important challenges that threaten their profitability.
According to the latest report of the TelefÃ³nica Foundation, the information society in Spain, at the end of last year Spain had 23 million active users of apps that made 3.8 million downloads per day.
To this must be added the growth of web traffic from mobile phones. Juan Carlos Milena, Minube press officer, stated during his speech in App Trade Centre, mobile applications Conference held this week in Valencia, that 70% of the traffic of Minube comes from mobile applications. Also Stephanie Letailleur, product manager of The fork, acknowledged that 50% of bookings that are made via the fork come from mobile.
The challenge of profitability
despite their good state of health, the ICT sector is threatened by the lack of a business model capable of profitable development of applications that, in the majority of cases, are distributed free of charge.
According to Fernando Montans, director LSI solutions GeneXus, the App Store has around 500,000 zombies applications (that no one uses) and 2018 is expected to only 1 of every 10,000 applications succeed. In addition, in 2017 is expected that 94.5% of the applications are free, as he explained this Wednesday at App Trade Centre.
Currently, 50% of application revenue comes through advertising, according to Juliana Alprende, from Google. However, in Spain 25% of users used only adbloquers (programs to block online advertising). How to obtain profitability of a product that is offered free of charge and for a customer who does not want to consume advertising is the real headache of the sector.
The future is in the wearables
to Fernando Montans future passes through the hardware. While users are not accustomed to paying for software, yes we are you acquire hardware devices. Associate a technological device to a mobile application allows you to monetize your application with the selling price of the set and, in this sense, the wearables are the answer.
“An increase of 5% to 60% in daily use of wearables in 5 years is important to take into account data,” says Pedro Diezma CEO of Zerintia Tech, also committed to implement the reality augmented through external devices.
Many companies are already putting into practice this model, especially in the sector of health and sport, where the big sports brands compete for launching its latest smart watches with monitoring of physical activity.
In the tourism sector, companies such as easyJet, Accor or Expedia have developed their own applications for Apple Watch, while other companies such as Disney World, Royal Caribbean or Palladium Hotel Group have launched several initiatives with intelligent bracelets equipped with chips of radio frequency, with which the client can register, access to attractions, entering the room , etc.