Media Center

Forbes

April 2013

Customers Are Fueling The Rise Of Apps, But Keeping Them Engaged Is Critical

Successful apps streamline the buying process. For instance, smartphone users can “push for pizza” to order directly from the nearest pizzeria, instantly summon an Uber car, or use Zeel to book a same-day in-home massage. The trend is towards eliminating all possible sources of friction between the consumer and what he or she wants (hence, the rise of wearables and smart watches, which help people connect with technology and get that immediate gratification without even using a device).