Apps, apps, everywhere – should you care?
October 24th, 2011 by Robert Davis
According to GSMA projections, by 2020 there will be in excess of 24 billion networked devices in the world. Pacemakers, microwave ovens, cars – even umbrellas – will all be connected, intelligent, and able to respond to changes in our context or preferences. It’s easy to think of these devices as risky long-term product development plays. Doing so would be a mistake, and here are a couple reasons why:
- It’s time to start thinking of every connected device not just as a physical product, but also as a platform. Increasingly devices are architected to grab apps over a connection and run it on top of the core device OS. Smartphones, tablets and e-readers are great examples, but the app model is rapidly extending to connected devices everywhere. All-in-one office printers can now have their capabilities extended with easily-downloaded apps. You can buy a $99 BluRay player that runs a selection of apps enabling a range of capabilities. And a smart soda machine Coke debuted at the Beijing Olympics is now being rolled out in quantity in the US with an “app zone” that can be updated via the Coke Digital Network. In addition to running apps including games, the machine can integrate with other nearby connected “digital endpoints,” such as digital billboards and transit advertising.
- HTML5 is rapidly expanding its reach as a “develop once, publish many times” app platform. While there is no de facto standard in place, HTML5 has a lot of momentum as an open, multi-platform, browser-based app platform. HTML CE is taking off for apps in TVs and other home entertainment devices. Many highly-functional services delivered to multiple platforms such as Pandora and LinkedIn are now built with HTML5. The coming finalization of the HTML5 standard in 2014 will accelerate this acceptance.
Takeaways for marketers: First of all, nearly everything will be able run apps soon, presenting opportunities for brands to extend their branded utilities into new devices and user contexts. Keep in mind, Millenial workforce entrants are driving the rapid consumerization of workplace IT, and in an app culture, no one will need IT approval to download an app onto a device. And second, investments in pushing the boundaries of functionality built in HMTL5 are likely to pay off, as they don’t face the sort of limits posed by proprietary app development platforms.
