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What Does Mobile Success Really Look Like?

This post was originally published on Entrepreneur 37 Any mobile entrepreneur aspires to disrupt the market and become the next big thing in tech. Names like Instagram and Tinder immediately come to mind, painting the perfect picture of the American mobile dream. With almost every aspect of our lives turning to the small screen to establish a creative presence, success in this field is taking on new meanings and interpretations. So what TO BE Successful mobile? Unfortunately, there is no definite answer. First of all, it depends on the questioner. If you are a startup developing mobile apps or a global brand looking to establish a superior mobile presence, your goals will be different and the results will be different. direct is your definition of success too. When it comes to startups, early stage entrepreneurs are extremely ambitious and try to achieve big numbers. Their goal seems pretty simple: get the most people to download their app — the more impressions the better. However, as the mobile industry evolves, it becomes clear that quality users are what real entrepreneurs should be after. While years ago investors looked for apps with large user bases and ignored apps with relatively small followings, today’s reality is a different story. Industry insiders know the power of a strong user base, whatever its number — an active community with interesting behaviors and patterns shows that the product really has promise. Interaction is key, not quantity. It’s all about understanding what your product really needs. If you’re a mobile game, chances are the majority, if not all of your revenue, comes from a small percentage of users (about 2 percent). It doesn’t take too much common sense to know that the only area worth marketing is a small percentage of “whales”. Or, if your product is a transportation app, it won’t do you any good when users download your app but don’t book a ride. To you, a quality user means someone who enters their credit card information and orders a cab. That’s what success looks like to you. The problem is that for apps, installs are no longer a sign of success. Apps with tons of downloads may not be as successful as the numbers lead people to believe. Your goal of being a solid base of active users, contributing to the community and making in-app purchases and getting more users is the new definition of mobile success . On the other hand, if you are a “traditional” non-digital brand looking to make a name for itself in the mobile space, your definition of success should be different. Building a user base and getting your name out there shouldn’t be a big challenge since you already have a consumer base. For brands, mobile success means creating an improved experience — one that takes advantage of everything mobile has to offer — and providing users with an alternative platform. way to interact with the brand in a way that will keep them coming back for more. In a recent conversation with a colleague, she mentioned that she uses an app from an American grocery chain that doesn’t have a branch in her country. She explained that the app offers many features that appeal to her such as free music and other content. This is a perfect example of a brand that has succeeded in creating enhanced mobile experiences that deliver added value to consumers. Whether you’re a mobile startup or an established brand, pinpointing your goals is an important step on the road to mobile success. Don’t rush to form a digital strategy without taking the time to fully understand where you should be.

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