Apple Open Season
Apple’s latest technology and increased integration with third-party developers ushers in new opportunities for the region’s marketeers
Apple’s recent Worldwide Developers’ Conference (WWDC) in San Francisco showcased a range of new releases — from the new iOS 10 and updated tvOS, to more open integration from external developers through the likes of Siri, Apple Maps and iMessage. While the announcements were big news for developers, they also signal an evolution in technology-driven customer experiences, with increased opportunities for brands and agencies in the Middle East to better engage with their audiences. Here’s how…
Siri expands
There’s been a marked increase in voice searches over the last few years, with Microsoft, Amazon and Google all developing their own variations on artificial intelligence (AI) algorithms with a natural language interface. Automated chat ‘bots’ have also evolved to offer interactive communication between businesses and their users (Facebook Messenger alone now offers access to over 11,000 chatbots).
Apple’s latest Siri will not only be more powerful on iPads and iPhones, but will also be an inbuilt feature on macOS desktops, moving the technology yet further into users’ everyday routines — something brands need to adapt to and keep pace with.
One of Apple’s most hotly anticipated announcements at WWDC was to open up Siri to third-party developers, along with iMessage and Apple Maps — in layman’s terms, this means that brands’ and company’s own apps can now be integrated into the programmes, with information accessible to Siri users without the need to enter the original app. Users will be able to carry out a vast range of tasks across platforms with less effort, while brands will be able to use these platforms to retain existing customers and reach potential new clients — imagine, for example, a travel company which uses Siri to guide customers on how to choose and book their holidays.
More fun with messaging
A revamped iMessage is set to revolutionise the way both individuals and organisations communicate with each other — a change which organisations should be quick to embrace. Personal handwriting, music sharing via Apple Music and automatic emoji selection (based on specific keywords), will further personalise the service and offer marketers an opportunity for more lively interaction with customers.
There’s also invisible ink and special effects such as strobe lights, balloons and confetti. Like Siri, iMessage will also be opened up to third parties, which means developers will be able to create unique collateral tailored to individual brands, such as gifs and stickers
Wearable tech evolves
Apple watchOS3 is the brand’s fastest yet, with easier navigation and an iPhone-esque control centre further adding to its usability. A piece of hardware often overlooked by the region’s marketers, the latest features, including ‘scribble’ messaging and cheaper price-point will likely see the Apple Watch becoming yet more popular with wearers.
Internationally, some brands have already harnessed Apple Watch as a smart communication tool — last year, Airbnb’s watch app offered end-to-end contact between host and guest via the watch, including accepting bookings, notifications and pre-recorded messages.
Smarter viewing habits
Only introduced last year, tvOS already hosts over 1,300 video channels and 6,000 apps, and is expanding by the day. One of the talked-about changes at DDWC was the introduction of the Apple tvOS Developer’s Kit. The kit offers new opportunities for brands to enter the living room of customers through their TV viewing — converging watchable content with services and products such as shopping, food ordering, messaging and more. ZOVA, a personalised fitness trainer, was selected by Apple as one of this year’s top apps — its user interface and high quality video capability offers an insight into brands which are able to produce such high quality content which many TV channels do not provide.
Targeting gamers
Analysts believe Apple is set to make over US$3 billion from in-app purchases on hit game, Pokemon Go. With a reach of over 30 million worldwide users, some brands have already cottoned on to the game’s huge potential for their business, by encouraging players to search for Pokemon on their property via social media, or by purchasing ‘Lure Modules’ through the app to bring Pokemon to their location.
Developer Niantic has also announced that it will soon be enabling advertisements: brands will be able to target consumers through ‘sponsored locations’ where they will pay for the game to encourage players to visit their property, and be charged for the number of visitors. With the game set to overtake SnapChat in terms of users, this previously untapped marketing stream offers a huge opportunity for regional businesses to connect with potential customers within the game’s demographic.
