As it is with any kind of fatigue experienced by time constrained people in this millennia , app fatigue seems to be the next in line of ever increasing list of things that people seem to be “fatiguing” about.This is evident from recent reports showing that consumers are downloading as little as zero apps per month
Now in an enterprise perspective , the objective is clear , to provide seamless customer experience without having to frustrate the customer in their brand journey.
How to find synergy between these two,customer expectation and enterprise customer engagement strategy ?
The answer lies in adoption of Progressive Web Apps (PWAs).
PWAs were first introduced by Google in 2015.Aptly titled as ‘progressive web apps’ the idea behind is to provide the combine the best qualities of native apps with that of the ease and accessibility of the web.
According to a report from Gartner, Progressive Web Apps Will Impact Your Mobile App Strategy*. “Progressive web apps aim to disrupt the mobile app paradigm by bridging the web experience with native app functionality. Application leaders responsible for mobile app strategies must determine when — not if — they need to factor in PWAs as part of their overall mobile development strategy.”
Here’s why PWAs are important, and how they can be deployed as part of enterprise’s customer engagement strategy .The report suggests that “The pace of app downloads is slowing down in most consumer markets around the globe, especially where mobile device adoption is mature.This is due to’”app fatigue,” meaning “users are overwhelmed by the number of apps and hit a ceiling on the number of apps that they are willing to install on their devices.” Gartner projects, by 2020, “progressive web apps will have replaced 50% of general-purpose, consumer-facing mobile apps.”
PWAs can be the answer to combat user’s app fatigue.“Downloading” a PWA basically means the user is just saving a URL shortcut. This in turn means there’s almost no data storage being used up, as compared to the storage required by native apps.
What does this mean to a user and in turn to an enterprise?
To a user, less hassle of experiencing their favorite brand on web without having to download the app.
And as for an enterprise , better mobile adoption rates than they would have ever imagined. The perfect synergy!
PWAs are inexpensive to build and in many cases, existing websites can be upgraded to a PWA. For instance, Book My Show, a popular ticketing website, revamped itself to become a PWA.It was reported in Economic Times that BookMyShow had experienced an 80 percent increase in conversion rates since it launched its PWA.
Brands like Twitter, Lancome and many more have experienced better mobile adoption rates as compared to pushing customers to download their native app. Because brands want to win customer’s heart not just their wallet , PWAs are great way to enable better user experience irrespective of network conditions.
Some of the key features of PWAs that makes it an exciting alternative to native apps are :
To conclude PWA’s are today’s tomorrow : enabling better customer engagement and they are here to stay.
*Read the Gartner report Progressive Web Apps Will Impact Your Mobile App Strategy.
Twixor is the first of its kind ‘customer engagement platform’ which brings together the power of ‘bi-directional actionable messaging’ and ‘Business Process Management (BPM)’.
Twixor delivers actionable customer engagement in a PWA (Progressive Web App) capsule powered by their versatile BPM engine.Twixor’s unique P-F-TL (Push Feed Timeline) format allows for easiest adoption at the last mile consumer engagement experience, who are very well versed with a WhatsApp or a Facebook Messenger.