Trying to overcome app fatigue

Dubai: Is it getting to a point that far too many apps are crowding out your smartphone or tablet screen? And have you reached a state of advanced app fatigue, where you cannot bear to think of downloading another must-have release?

Beyond the everyday high-usage apps — those from your utility provider, telco, news sources, email and social media platforms (in no particular order) — the average smartphone user is unlikely to be spending too much time on his other app downloads. And that means curtains for the hundreds of apps being developed by local/regional creators, each hoping that there might be something to make them click.

“Any app has to address a “pain point” or make a difference in a person’s life,” said Hoshi Siganporia, CEO of communications agency TBI. “Apps that have been successful are the result of finding a great solution to a simple, niggling problem. Uber solved problems consumers were experiencing with day-to-day taxis while a local app like Makani is helping Dubai residents find a location or another person within a square metre precision.”

It’s a given that a Facebook and WhatsApp will feature on just about any smartphone currently in use. So would apps delivering connectivity to the users’ email accounts. Download a few of these essentials, there is hardly any space left in the average smartphone. And users toting around 128GB mobile devices do not fit the standard profile.

Even then local app developers are pushing through with their creations. Joining them are the many consumer-facing businesses who believe — passionately — they wouldn’t be able to compete in the real world if they didn’t have an app to go along with everything else they offer.

“It’s true that getting users’ attention (and eventually retention) is becoming a challenge, as most users keep only a handful of top apps on the main page of their device for frequent use,” said Aiman Kabli, Co-founder of LunchMatcher, which launched a business networking app. (It helps users network with others nearby during a lunch break at the workplace. There is also a gamification feature.) “The window of opportunity is actually expanding not shrinking … but only for the right type of apps that strike a chord with the users.”

One solution would be to localise the content and its usefulness as much as possible. Rather than aim for a catch-all audience, narrow it down to specific user bases and then build accordingly. Users are far more likely to come back to an app they believe has niche credentials.

Kabli concurs: “People use different apps in each region and that’s the power of the mobile platform — services can be location-specific and provide certain functionalities for each situation.”

App developers will also do well to sweeten the offering through prizes or loyalty programmes. And try and not let too many third-party ads intrude into the interface with users. If not, keep those ads to a minimum.

“Our proposition has no room for in-app purchases and we have consciously kept away from third-party ad sales,” said Kishore Chand, Co-founder of Cwikwin, a mobile advertising platform where mid-market brands can engage consumers via contests. “Our focus is clear — to deliver high-attention towards advertisement messages in an entertaining way and drive higher sales for our clients.” (The Cwikwin app lays claims to 200,000 users since the launch in August 2014 and is now planning to make a move on other Middle East and Asian markets.) “While app downloads are an indicative metrics to its success however, other important data points are frequency of use and session time.”

The local app that can nail all these metrics down pat has a reasonable chance to go to the top of the user’s mobile screen.

App development costs have shrunk

With newer apps seemingly being created overnight, their developers can be thankful of one thing — the cost of creating them has come down appreciably.

“While a lot depends on the scope, the effort and above all the idea itself, a basic app could cost as little as Dh10,000,” said Hoshi Siganporia of TBI, “However, the more robust applications with m-commerce interface could go upwards of Dh100,000.”