Tag: App Strategy.

After the early move of media apps and banking into the mobile arena, the insurance industry is developing mobile technology as one of their key communication and service channels towards their customer. In the coming two months, Service2Media will present you a series of stories, opinion, cases, whitepapers, interviews and webinars to sketch our view about apps and app strategy.

In this first article in a series of ten, you will read about how consumers’ behaviour is changing as a result of mobile technology and how apps can have a position in the improvement of the service offering of your company.

Mobile first

The way people use apps on their mobile device is evolving quickly. From a technology oriented high tech device, the mobile phone has grown to be a powerful swiss army knife in the pocket or purse of the people, often taking the role of their connection point and digital hub into their life.

In the communication between the company and the customer, habits are evolving quickly as well. More and more, people show a preference for a ‘mobile first’ approach when communicating to a company; they choose mobile as their primary communication channel of choice. Users expect apps to give direct access to company services wherever and whenever they wish, and just as important, keep quiet when they are not needed. They increasingly expect to manage these services themselves via their devices, scaling them up or down according to their needs. They request personal, tailored and contextual recommendations from the companies they choose to do business with.

Adapting to these changing habits will raise excellent opportunities for companies to increase customer engagement. This evolution in mobile habits is driving the vision for mobile evolution and app strategy today.

Mobile First - Changing focus from product to customer

Apps for insurance

Besides this general evolution of mobile use, the insurance business has specific properties that have a natural fit with ‘mobile first’ apps. This natural fit has several causes:

  • First, the insurance business is built on a large set of complex internal processes. Most of these are available as digital, automated processes operating inside the insurer. Insurances therefore have an almost fully digital product. As a result of this, much of the insurance business data is available in digital form and therefore can be made available to other digital systems easily. Including to mobile devices.
  • Second, insurance processes have such a nature that parts of these processes can be exposed naturally in a task oriented way. This means that for many customer journeys and use cases, just the relevant portion of the process can exposed via an app in a fast and simple way.This means that besides the usual efficiency improvements involved in process automation, mobile apps can lead to more customer involvement and engagement because they are of real use and value for the customer. This combination makes the use of mobile technology of particular interest for the insurance industry.

Next week we elaborate on app development strategy and procedures. Should an insurance company set up their own app development center?

Besides our side of the story, we are very interested in your thoughts as well. We would love to learn your vision, remarks, comments on what we say and start a dialog or a discussion with you about this subject. Feel free to contact any of us at any time, or just click here.

Forrester issued a paper in May that really ought to grab the attention of ‘C’ Level execs interested in your Mobile Rollout.

Forrester Paper: A Systematic Approach To Mobile Strategy 

The Forrester POST strategy involves the following concepts
1. People. Review the Mobile Profile of your target audience. ( just how connected are they ? )
2. Objectives. Decide on your goals.
3. Strategy. Determine your approach to meet your objectives.
4. Technology. Choose the technologies that will enable you to implement your strategy.

In a nutshell what it says is . DON’T START WITH THE TECHNOLOGY


First you work out who you are trying to reach and how connected they are. Then you work out how engaging with them will actually help your business aims and goals. That’s on a scale from inactive to super connected:


degree of connected adults US - mobile sophistication

How connected is your target audience ?

Then you work out your strategy as to how to target them and only then do you worry about the technology that delivers the Apps. Depending on how critical they are and how efficient they need to be will affect the choice of how ‘Near Native’ or how ‘Web App’ like you can make the App.

Now you might think it odd that an App Platform provider is supporting this approach, but the reason is obvious really.

As our App Lifecycle Platform M2Active creates different types of hybrid Apps ( not just HTML5 in a wrapper ) we don’t restrict your choice. We offer a range of Apps styles from web-like through to near-native which offers the best user-experience and is our major strength.

Also we don’t just deliver an App. We are in the business of helping companies deliver App Portfolios that they can evolve over time as the business needs change and to meet changing technology issues. i.e. It’s about Apps empowering lives not a techie issue. Read the report and then come back and see us !

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