Does the rise of chatbots signify the end of the mobile application?

We are on the cusp of a significant shift in how we use mobile phones. It’s a change that will undoubtedly redefine the way businesses think when they are developing their digital presence. If they want to create their own applications they will need to consider this going forward. But first, a history lesson; let’s go back to 2008.

It’s July. Just over a year ago, Apple released its first iPhone, making us reconsider how we used our mobile phones. 1.4 million devices have been purchased so far, establishing an extensive and rapidly expanding user base. Now, Apple has just launched the App Store; a centralised marketplace that collates applications its iPhone users can download and use. Thanks to its previously-released software development kit, there’s already a variety of applications available. In the first few days alone, more than 10 million unique downloads have been clocked up, sending a clear message that there is significant demand for more applications, and an excitement over the possibilities of this new digital marketplace platform. Thus, the Age of Apps has begun.

Ten years on, the App Store houses more than 2 million applications. Google also has its own store for Android users, boasting 3.8 million applications. Mobile applications and smartphones have revolutionised how we work, communicate, relax and learn. The most popular of these applications, titans of social networking such as Instagram, Snapchat and Messenger, have surpassed the confines of the application stores, building brands and businesses with valuations stretching into the billions. The ability to build a small piece of software and make it immediately available to millions of people is one that countless businesses have taken advantage of. The expression ‘there’s an app for that’ has never been more true. Where once the digital face of a business was its website, there now stands the mobile application, redefining how we interact and engage with businesses and services. It’s a prime example of how technology can influence us, pushing us to change our approaches, and of the paradigm that follows such a revolution; changes become the norm, and we begin to search for the next big thing, and so the cycle repeats.

Indeed, all good things must come to a end, and it seems now that our relationship with mobile applications is shifting. Statistics on mobile application usage show that only a quarter of those that download an application will ever reopen it after their first use, and half of US smartphone users download an average of zero new applications each month. The problem here is not that we do not use mobile applications anymore, but that we have established routines and commitments with existing applications, significantly shrinking the demand for anything new. The most popular applications all fall into the social networking category — Messenger and Facebook boast some of the highest download figures and usage time. This means it can now be incredibly challenging for any business with a new application to climb to the heights of popularity and visibility they all hope for, and harder still to hold on to that position. The solution to this problem, then, must be to find a way to reach users on those existing platforms instead of offering new ones.

So comes the crux of this article; chatbots. Chatbots present an opportunity to harness the most popular mobile applications, and use their huge, established audiences as an advantage. Say, for example, that a London-based store wanted to increase their reach and boost digital sales. They could commission a mobile application, wait several months for it to be built, and watch it struggle to gain any visibility on the App Store with no noticeable impact on their sales. It’s not a pretty picture to paint. Alternatively, they could purchase a chatbot. A month later, their bot is trained, live and chatting. Thanks to intelligent Facebook advertising, the store can make sure their chatbot is seen by users living in London that fit their target demographics. Their users can browse and purchase items or ask questions about products and shipping, all from within the Messenger application. They didn’t have to download anything, and thanks to the AI that powers chatbots, they can enjoy instant, intelligent replies, any time of day.

It’s a notion that is increasingly becoming the norm for many smart businesses. There is no need to work on building up an audience, as the audience is already there, waiting for your chatbot. It’s less hassle or commitment for the user, which means they’re far more likely to engage and it means businesses are accessible at any time in their customers’ pockets. Chatbots offer a way to engage with businesses through language, the most natural form we know; an unrivaled convenience that works hand-in-hand with our love of messaging applications.

So, does the rise of chatbots signify the end of the mobile application? No one can say for certain, but it is clear we are seeing a growing decline in downloads and repeat usage. Chatbots take advantage of the popularity of messaging applications, solidifying their value and importance on our phones. However, they also offer a smarter alternative to launching a new mobile application by offering a faster, better experience for both the user and the business. It seems for now that mobile applications are here to stay, but so too are chatbots. And it is undeniable that they offer a faster, more reliable and engaging platform for any business choosing between the two.

Originally published at Natter.ai.