The End of Apps : OK Google, Alexa.. From AMP to PWA to AI

 

Play First, watch for about a minute then read on.

In 2016 Vani Kola, MD, Kalaari Capital asked Rajan Anandan, MD, Google SE and India, at the Kstart Digital Marketing Summit to share his thoughts. In retrospect when I watch this(he did know some thing) clearly the rest of us are only finding out.

If you watch the video, he categorically said if you are building apps you are toast. He wasn’t wrong really, he was actually so very right. So if you are a young scrappy developer in Pakistan and you are building Apps, for the most part, just don’t do it. You need to up skill your self and get on the new-age band wagon.

Google and FB are obsessed about bringing every one online because when you the user come online you will spend time in front of their ads and hence GF (Google and FB or your Digital Girl Friend) will make money on advertising eye balls. Like the proverbial girl friend, GF are also only happy when money is spent on them, albeit their platforms or when they make money, the online equivalent of investing in any relationship.

So why re invent the wheel? Cash in on that obsession. That obsession can only be fueled by fast access to data, super clean interfaces, offline content access(PWA) and converting the slow web(to AMP- Accelerated Mobile Pages, Or Instant Articles based) items.

So ask your self, why aren’t you already on this bandwagon, why aren’t you picking up this skill and adding it to your repertoire? I can think of a couple of reasons; if you develop for the domestic market, Your average client is an idiot, your boss is probably an even bigger idiot, if you work for an FMCG your boss or marketing leader is obsessing about Likes and shares(tragic) if you work for a development shop then you are probably building for the ecosystem around you, neither is benefitting your cause. If you work for an e-commerce player, you are still trying to figure out what it is that your employer actually does and how broken your systems really are. You need to step back and re evaluate where you are as a developer.

But your primary resource is knowledge and information both accessible online and free, you need to see past the so called nonsensical thought leaders domestically and try to grasp what’s happening and how up-skilling your self will increase your marketability and keep you relevant. They only care about doing Banking Summits, Ecommerce Summits, Mobile Payment Summits , Advertising Summits and give awards to each other. When I see what the average person/organization is working on, I feel the IQ in the room dropping collectively by a 100. We need to be innovating, the first pre requisite for that is to be on the stack, technologies and methods that are making waves across the world. Not what we learnt in programming class or what our egg head “team lead” says or does. Nine times out of ten I can bet, they are just happy in the fact they know more then their boss who is probably in their 60s and they are happy to be the “technical” guy at work that their boss leans to for support. In that sort of eco system you will always remain mediocre. So step away.

The world doesn’t end with AMP, it’s a starting point, get all the worlds information to load faster, So that’s happening weather you like it or not/same with instant articles(albeit inside of FB), Next come PWA(progressive web aps, the antithesis of real aps, it’s the evolution of the web, a website that works like an app, wow, what a cool concept. The thing is, you are already late to the party if you have not starting working on this for your client facing work. So you have super fast pages ala google cdn, you click you come to a PWA site that’s light weight, works in offline mode and doesn’t need you to get a 25mb app to do the same thing. Wow?

Whats the use case, in our part of the world(which is the fastest growing part of the digital world at the moment) the average user has a $32.26 USD smart phone, with limited capabilities, they delete apps daily to make room for others, but as data prices fall they can add to home screen a PWA and viola, no need to install un install, for content based apps which is the bulk of use in our region. Just like an app needs internet connectivity so does a PWA, what the PWA does is, it uses less data to actually cache every thing. So the user experience is fast, it off loads the processing online with keeping space free for camera and other user needs.

So the use case is brilliant. Further as most of the lower spec phones do not have a licensed play store, this is the fastest way to deliver your content. Also fear the wrath of Google when and if they brick the phones or dis-able app installs on unlicensed android devices. Will PWAs be your savior?

So you are still un sure, then see the second part of the clip from above, just watch for 10 seconds or so.

Moral of the story, stop building for the NOW, start building for the future and the future is closer than you think. The thing is, for all its advances in AMP and PWA the next level of growth or client engagement will be voice driven and AI based, OK Google to Alexa to Siri perhaps. But there are still ways to go before native support for URDU arrives, Google is hard at work(or maybe not), perhaps not really realizing how big the offset will be the minute the focus is on Urdu. But till we can communicate with AI in Urdu, AI wont be able to communicate back. Localization and discovery are 2 aspects every one must start working on today.

A third of the local mobile smart phone users, only play games and don’t consume text content, they do consume video, but cant search, so they rely on links forwarded to them, they operate the device on visual cues because they can neither read nor write. But they click links sent to them. Now imagine if they can originate the links if they had access to a discovery service?

So imagine the power of combining visual cues + discovery platform + AI. Or even starting point, Visual Cues + Discovery Platform + Fast Loading + No App install. The possibilities are endless. You have to start building for the future, the future is showing us that video will be all the rage. So you must get every thing in order, to manage that reality and to capitalize on it. It also shows the convenience will be all the rage. It shows us that we will offset our tasks, needs, action items to a voice in the cloud. Are you building for that challenge? or you still stuck in appeasing your boss, your client, your company and yourself. You need to be working on Google Actions and Alexa Skills and what ever else shows up in this space relevant to the ecosystem. The time is now. Stop wasting your time, re calibrate and do your self a favor.

Pro tip: If you are a young freelancer and work on android or ios, your work is typically a commodity at 25-30$/h if you are half decent, the average free lancer specializing in AMP/PWA/Google Actions/Alexa Skills is over 50$/h. The choice is yours.

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