The mobile app industry has been evolving businesses in recent years. Regardless of the business domain, every business needs to get in touch with the latest mobile trends to preserve maximum growth and reach the target audience. In Indonesia, new internet users' growth rate is the fastest in the world as stated by Google. Smartphone adoption has tripled in the last five years due to cheaper and faster broadband infrastructure and widespread availability of 4G phones with 156 million smartphone owners, making up 60% of the total population.

With the magnificent growth, then, what is 2020’s mobile trends that suit with Indonesian business? The success of an application is not a matter of implementing the right mobile app development strategy. To assure the success of a mobile app, we need to incorporate the latest trends in mobile apps. We should look further at how the mobile trends in 2020 will influence marketers and advertisers to connect and understand their consumers. Mobile trends 2020 will continue to evolve and change the landscape of the digital ecosystem that is developing in Indonesia too.

Following are the list of mobile trends in 2020 that suits with Indonesia business:

  • In-app advertisements

Based on the consideration of two factors that obstruct user growth and smartphone penetration, in-app advertisements will become mobile trends in 2020 and it will continue to grow and become more mature. In-app advertising is an effective monetization strategy for mobile publishers where app developers get paid to broadcast the advertisement within their mobile app.

  • Personalization

Personalization is about presenting the right content at the right time to the right person. Marketers will win by adapting to consumer behavior trends and posting useful and relevant content along the buying path. In e-commerce or subscription application, personalization is a very useful weapon to increase the interest of loyal customers, for example, personalized and dynamic features for members, personalized promo to their shopping behavior, or personalize reward.

  • Mobile Wallet

Early on, cash was replaced with plastic money, and plastic money will slowly disappear. Now, it is time to shine for electronic money. Today, we only need to link our account to the mobile wallet application then you can transfer money to anyone easily with mobile wallet application or integrate a payment gateway with a mobile wallet, as a result, the payment process can become smoother and faster.

  • Artificial Intelligence

According to a report from International Data Corporation (IDC), the AI revenue will grow more than $47 billion by 2020. In recent years, finance & accounting, government, customer service, healthcare sector, and more businesses are integrating AI into their native apps. AI will also play a more active role in our lives. In addition to improving existing applications, many other tools such as AI-based cameras, voice translation, user predictions, etc. will find a new home on smartphones.

  • Internet of Things

The Internet of Things has become an industry that evolves with time. Using this technology, people can control the non-IT equipment via remote controls or apps. This convenience has become an essential part of the user’s life, which makes the developers keep their app IoT friendly. By the end of 2019, the IoT sales share is expected to hit $1.71 trillion and by next year, the total number of IoT devices will be around 20 billion.

  • Wearable device

Looking at the huge potential in the wearable device market, mobile apps should support wearable technology. Every wearable device requires a set platform to run. For instance, Apple Watch requires watchOS and Android smartwatches sync with WearOS. Therefore, the developers should keep an option to integrate their apps with wearable devices.

  • Augmented Reality and Virtual Reality

Apple’s ARkit and Google’s ARcore are just a hint of the inevitable mixed reality revolution. They offer many features like motion tracking, people occlusion, environmental understanding, and light estimation in their packages. In 2020, we can expect many AR-based application ideas to turn into fully functional mobile applications. By using these gadgets and VR/AR apps, doctors from different regions can perform live surgeries. Mixed reality will revolutionize our social media experience too. Instagram now allows us to create our augmented reality filters. Many such apps are on their way to be a part of this revolutionary change. In 2020, AR integration will be an essential step for the mobile app development industry.

  • On-Demand Service

Smartphones have become a necessity. Our demands are fulfilled quickly through the mobile application. Previously, when we have more specific and location-based requests, we don't have applications that meet those needs. But now the On-demand application has fulfilled those needs. We only need to is to set the request in the relevant application, and the service will be in the location you want. Application-based on request is useful for users more than other applications. Almost every mobile application development company has shifted its focus to applications on-demand, it comes in various forms such as food delivery application, taxi application, food delivery application, and so on. 2020 will be an extraordinary year for applications based on request.

With new trends, mobile apps can empower businesses by opening new opportunities. Opportunities arise because using mobile applications, their presence can retain customers and capitalize on their digitally savvy behavior. Besides, a mobile app is required for users who have high mobility to get user attraction. The implementation of digital technologies such as remote sensors, intelligent machines, big data, and real-time communication increases process efficiency, improves product and service quality, and enables optimal allocation of resources, results in faster processing times, leaner operations, and better customer satisfaction.

2020 will be a great time to implement a mobile marketing strategy for all business sectors. For a business that has not implemented mobile marketing, two best strategies need to consider. First, on how to engage the customer. You can use personalization features like personalized promos based on what they buy. In e-commerce applications or subscriptions, personalization is a very useful weapon to increase the interest of loyal customers. Examples are personalized and dynamic features for members, personalized promos for their shopping behavior, or personalized gifts. Second, on how to get new customers. You can share with other users about the application itself or some features. The second is using invitation and referral, for example, is someone who sends a referral will get a bonus if his friend uses a referral from him.

With all these mobile application trends, businesses surely will continue to grow rapidly. Implementing the trends that suit your business will be the key to make your business stay on top.

Author: Khairunnisa Rofifah (Sr. Mobile Analyst)