Mobile Apps revolution. Internet usage on mobile phones is growing at a scorching pace, giving rise to predictions that mobile internet usage will soon overtake desktop computers. It is estimated that the apps market in 2012 will be worth $17.5 bn. But what actually will make the apps market hot?
* Apps in local languages: In India downloading or buying mobile phone apps is still a new trend. One of the reasons is that most apps are developed for the English speaking audience. The year 2012 would see apps targeted at Indian consumers comfortable with their regional languages. So imagine Angry Birds in Malayalam or Quickoffice in Punjabi. Apps targeted at specific demographic profiles in their own languages could be a big trend in 2012.
* Localised apps: As the popularity of apps increases and with more and more people adapting to them, launch of niche apps seems to be just round the corner. If there is already an app for almost everything you can imagine, why can’t your kirana store owner launch his own app. For example, on your way home from office in the evening, you open your friendly kirana store’s app on your smart phone and select the grocery you want to purchase. As soon as you reach home the grocery is already waiting for you.
* Ecommerce on your mobile: We are witnessing a second innings of e-commerce in India, and there is also a quiet revolution taking place. The Indian consumer has matured and is no longer hesitant of shopping online. Till now PCs and laptops were used for browsing and looking for the best deals. But with information about most products readily available, most online purchase decisions are made quickly. What this means is that you don’t really need a 17 inch screen to complete an online purchase; you can do it on your mobile phone app.
Most ecommerce are companies have either launched or are working on their apps. 2012 will see e-commerce shift to the mobile phone.
* Media on mobile: Media houses want to reach out to their consumers in every possible way. First they sought out their consumers on the internet through websites. With the growing popularity of mobile phone apps, they are launching customised apps, which stream the latest news, updates and advertisements. While most leading media houses around the world have launched their mobile apps, 2012 will see more such apps, giving media houses access to both Indian and international target audience. Consumption of news and entertainment through mobile apps will see a sharp rise in 2012.
* Voice commands: Keying in commands on your mobile phone apps seems so last decade. With voice recognition technology becoming more advanced it’s only natural that apps in the near future will accept voice commands. When viewing photos slide show on the new social networking app, you just need to say ‘pause’ or ‘play’ to control the slide show.
With so much happening in this space, 2012 is going to be an exciting year. Many of us — the consumers and the producers — are keenly observing this dynamic market for signs that show that the mobile phones space will one day be as big and as important as the internet.
The author is managing director, Brightpoint India
