#iconic-solutions

[mymobiledealer]

It's a Battle in the App Stores

Here's a brief overview of the current dynamics of the app store battle:

Revenue from mobile app store purchases is set to explode: Including paid downloads, in-app purchases, subscriptions, and advertising, revenue could reach $46 billion in 2016 (according to ABI Research), up from $8.5 billion in 2011.

Apple's iOS App Store is still champion: Apple's App Store currently contains about 689,000 apps, for iPhone, iPad, or both, according to AppShopper. Apple's strengths include a powerful development environment, a curated App Store promoting quality apps, and smooth commerce integration with iTunes accounts and credit cards.

But, Google Play has made up a lot of ground: Google's Android app store, passed 600,000 apps this past June. With a history of weak commerce tools, Play's free apps have always done better. That has an impact on app revenue, as Android apps only earn 24 cents per active user for every $1 earned on iOS.

RIM is set to reboot: BlackBerry maker Research In Motion is struggling, and its new BlackBerry 10 platform won't launch until next year. Unless you know you need to support BlackBerry devices, it's probably worth a wait-and-see approach right now for developers and users alike.

And, what about Windows? Microsoft is gearing up to release Windows 8 this fall, as well as Windows Phone 8. Windows Phone 8 faces a chicken-and-egg problem: Without many popular apps, phones are less attractive; without millions of users, developing for Windows is less attractive. Microsoft's time for mobile relevance is running out.

[mymobiledealer]

But, My OEM Has An App...

I’ve talked with quite a few dealerships lately that question if their app will compete with their OEM’s app. The answer is an overwhelming no! They are each designed for completely different reasons, and with different objectives in mind. 

OEM apps are great at furthering the manufactures agenda… regardless if that’s a current marketing campaign like Porsche’s app or by offering integration with vehicle-specific tools like Mercedes Benz’s mbrace app.  While they might have lots of flash and bang – they do nothing to generate revenue for your dealership, further your franchise’s brand or build long-term customer relationships. 

 Here are a few points to consider when comparing a MyMobileDealer app to an OEM app:

1.     OEM apps are not dealership-specific.  They are not customized or branded for your individual dealership, and they don’t integrate with the dealership systems – including your DMS and CRM feeds. 

2.     While most provide the user with the ability to schedule service appointments, it does so to the nearest OEM dealership.  This could be a different dealership every time.  Further, since none of the OEM apps integrate with your dealership’s DMS feed – they are unable to store customer information nor do they display historical service records.   

3.     OEM apps are focused on promoting new vehicles.  Further, the apps that do integrate with a customer’s vehicle like the OnStar app only cover a small subset of years, usually 2010 and newer. How is that beneficial to customer’s with older vehicles?

4.     OEM apps lack a way to directly reach customers – and they definitely don’t leverage one of the most powerful mobile tools available - PUSH notifications! 

Bottom line is that if you’re interested in increasing your dealership's revenue, customer loyalty and employee efficiency – a customized mobile solution that fully integrates with your dealership’s CRM and DMS systems is the only answer. 

Mobile is the biggest thing to happen to automotive since websites – don’t be the last to get on board.