Somewhere between 2016 & 2017 we will likely hit “Peak App,” almost exactly 10 years since Apple introduced its first iPhone. It’s been an amazing run with an estimated 1+ million apps currently available on the iTunes store and another million on the Android platform. Billions of dollars have been made by a surprisingly small number of high-profile companies and a whole cottage industry of app developers popped up almost overnight. What’s less easy to gauge is the billions that have been spent (wasted/lost?) on apps that never lived up to expectations. So many marketers — including me — eagerly jumped onto the app bandwagon in large part because it was new and exciting. But how many of us actually saw a return on our App investments?
Are chatbots “inevitable” and is their proliferation something we can take for granted? It’s easy to get carried away and to think that their success is a foregone conclusion. Standing in the way of the rise of the chatbots, however, I can see at least 7 major hurdles that will need to be addressed.
Andrew Hyncik and Pascal Malengrez are International Strategic Marketing & Product Development leaders who amplify classical medtech marketing with digital startup thinking.