13 Mar 2018


The mobile phone has moved from being the tool we use to communicate to being a device that helps with economic aspirations. This is because the kind of access we have with mobile phones is more when compared with electricity access in African countries.

Mobile phones have helped to create opportunities and improve our way of living, it has made life easier, for example, the way businesses are done now in the banking, agriculture, telecoms are different from how it’s done some years back. Looking at our daily lives, our smartphones now serve us better from booking our rides to booking a movie ticket all on our phones. Mobile phones have become a reflection of each user’s outer, real-world life, instead of traditional mobile being a projection of our inner world. More traditional mobile experiences are games, chat and using specific apps for specific functions, like Google Maps for navigation, or Uber for transportation.

The good news about the new mobile experiences are driven by your daily needs, and they are all in synchronization with one another, rather than jumping from one installed app to the next. Some years back, buying music and movies on iTunes was quite difficult, and many users are frightened about using their credit cards online. Now, purchasing something at the tap of a touch-screen or at the wave of smartphones is the rule which so many have embraced.

“In the not too distant future, consumer payments will be more integrated as mobile and digital wallets are more prevalent now” says Catherine Moore, European President of Merchant Services at J.P. Morgan. “Looking ahead, users may not be able differentiate between Apple Pay, Samsung Pay, their credit cards, bank transfers or cash, but rather think about their preferred forms of payment curated and used in a very personal way.”

Digitally enabled products become direct channels of interaction with the users. This means that for example, users can use their smartphones to access information about a product directly from that product item in the store and they can also pay for that product directly from their phone without going to check-out.

Think of smart shelves that talk to the smart assistant on your mobile phone as you walk past, recognise that it’s your partner’s birthday tomorrow and start recommending not only presents but also recipes for a romantic meal in for two,” says Alex Voice, Head of Technology PR and Communications at online retailer Ocado.

In general, though, the real question is: in the near future, will there be shops at all or will they be utterly superseded by massive warehouses and online shopping websites? The above will trigger the rise of “App-as-a-platform” phenomenon. This means that instead of the native app of old, the new app will be a platform that helps accomplish real-life tasks. Says Dan Grover.

Likewise, the multi-action activity within apps through Facebook’s Instant Games on Messenger. A user can challenge his/her friend to play a game right in the Messenger app, without having to leave Messenger to download the game, locate their friend etc. Instead, they can play instantly in the app they are already.

Because of the number of people who are constantly connected to their mobile devices, whether a wearable, phone or tablet, companies are taking notice and making it easier for users to use, pay, shop, give a gift, play a game or order food, cab, straight from their device. I think we would be smiling and excited to see the next move from smartphone companies.



Article by: Busayo Tomoh

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