Smartphones have completely changed our reality. They allow the modern user, who is always busy and constantly moving, continuous communication with the world. More and more companies try to use this, identify the need to reach such a user and, therefore, base their activities on mobile applications.
A few years ago, listening to music from the mp4 player, ordering a taxi by phone or buying tickets at the kiosk was something common. Today, we slowly forget about these activities. The gradual shift of services to mobile applications has changed our habits completely, and our lives have become easier and more convenient. All you need to do is just to attach the payment into application, and a lot of features will be available at your fingertips. The mobile revolution does not slow down, it raises new trends and the demand for completely new services in such industries as: communication, entertainment, business or marketing.
Smartphones have changed the way we use transport services and we move around the city. There are several applications on the market that allow us to buy a ticket for public transport or train. We do not have to waste our time looking for a kiosk or standing in a line at the ticket office. The SkyCash application, in addition to buying a ticket for non-motorized users, allows drivers to pay a parking fee.
Applications make it easier to take advantage of the city bike offer for residents of several of the largest cities in Poland. They enables to quickly check the nearest station or find bikes available for rent. In recent times, a lot of companies offeri carsharing appeared. The method for effective and cheaper use of cars and scooters for minutes is a new quality of public transport.
Ordering a taxi and paying for the course in the application, such as mytaxi or Uber, is a convenience to which more and more people and companies are convinced. According to GFK research, ⅔ residents of the capital use the application to order a taxi. Since September last year, Warsaw citizens can use the taxi service, the so-called ridesharing. Ecology, availability and mobility are features that perfectly fit into today's trends.
Smartphones have also influenced the way we entertain. The apps allow watching the movie or the last episode of our favorite series on the way to work or while returning home and also to use unlimited resources of digital music, movies and series on demand anywhere, anytime. The potential of the application is also appreciated by educational institutions. An example is the SWPS University, which decided to make its popular-science lectures available on Spotify.
The latest data shows that more and more people are convinced to mobile payments and manage their finances on a smartphone. The percentage of Poles using mobile banking increased from 16 to 34%. 8% of users already use contactless payments via phone. Another 8% actively use BLIK payments. The potential of the application is perceived by the largest financial institutions that compete in creating the most user-friendly application. One of the largest insurance companies in Poland has made it possible to report car damage using the application. You can send photos and documents necessary for the loss settlement through the app. Remote inspections save everyone time and nerves.
With the development of mobile services, the marketing services market based on data from smartphones and tablets is also developing. Advertising campaigns on smartphones have evolved from ads targeted to a specific location into reaching users with a specific behavioral profile. Data from mobile devices allowed to learn about their behavior, way of moving and interests. The profiled user data on DMP platforms such as Selectivv DMP helped companies to reach people who might be interested in their products at a given moment in their lives. The use of data has allowed also to reach customers who use a competitor's app in order to encourage them to use the services promoted by the company.
Innovative tools for marketers emerging on the market allowed for the analysis of data and their use in order to plan campaigns in the mobile channel and to track their results. The combination of innovative technology and data from mobile gives mobile marketing new opportunities to attract not only regular customers but also new users, while minimizing the spend funds.
