Imagine a mobile app that understands the users, their behavior pattern, likes/dislikes, preferences, and choices, and then adapts itself to the user: For example, a news app automatically shutting down notifications when the user is working on his laptop, and switching on the vibrate mode. Or a sports app that automatically shares a live cricket score (and not a football score), when the user enters his home.
Imagine that a user enters a shopping mall, visits the showroom of his favorite shoes, and suddenly his mobile gets a notification about a 50% discount, exclusive for her. This is no more a fantasy, but a reality, and this is made possible with business intelligence in mobile apps.
In this blog, we will share the benefits & challenges of business intelligence in mobile apps and will provide a glimpse of how this is altering the landscape of the mobile and digital ecosystem.
But before that, let’s understand what exactly is business intelligence in mobile apps, and why it’s critical for success.
What is Business Intelligence in Mobile Apps?
As per Investopedia, “Business intelligence (BI) refers to the procedural and technical infrastructure that collects, stores, and analyzes the data produced by a company’s activities.”
In layman's terms, business intelligence is a refined, higher version of data mining, combined with process analysis, performance benchmarking, and predictive analytics. A business intelligence software will collect and mine all relevant, operational-centric data of a business, and present the same to the management in an easy-to-digest report or graphics, using which they can make critical business decisions in real-time.
In the realm of mobile apps, this business intelligence is combined with mobile intelligence, and then it’s used to learn, analyze and understand the users of that mobile app, and accordingly adapt to provide a seamless, futuristic user experience.
Business intelligence in mobile apps is like that genie, who precisely knows what his master wants, when he wants it, and where he wants it.
We have already shown examples of how mobile-business intelligence is changing the rules of mobile app development, and how users are now getting a more customized, and personalized experience every day.
Business intelligence in mobile apps can be used in two ways: The information collected and processed can be used by the mobile apps in real-time to adapt and customize the overall user experience, or the data collected is sent to the management and then the administrators of the app use that information to provide better service and experience to the end-user.
Benefits of Business Intelligence in Mobile Apps
#1 Intelligent Information Collection
With business intelligence in mobile apps, business owners can customize and streamline information collection, based on their specific business needs. Analytics is a very good example of such business intelligence, that can be tailor-made for your business objectives.
#2 Smart Decision Making
With the information curated, and processed, the management can make smart and intelligent decisions, often in real-time. For example, if you know that most of the app users are right now searching for a particular brand of clothing, then you can instantly use that information and stock up on that brand’s apparel for quick and timely deliveries.
#3 Competitive Edge
With the right information at the right time, mobile and digital businesses can have a unique competitive edge, since they are aware of their loopholes, shortcomings, strengths, and weaknesses, based on hardcore data and business intelligence.
#4 Enhanced Productivity
For both the users and the creators of the mobile application, business intelligence can be a great productivity enhancer. With business intelligence, the app will understand the user in a more comprehensive manner, and adapt its functioning and processes to suit that users’ unique demands and needs. Similarly, the management can offer better services, offers/discounts, and offerings in lesser time, and at a price that matches the users’ expectations.
#5 Stunning Customer Satisfaction
Now, this benefit is unparalleled and unprecedented: The foundation of all great companies is customer satisfaction, and with business intelligence, you can ensure stunning customer satisfaction, on a consistent basis. With better decisions made by the creator of the mobile application, the users are more satisfied, and more loyal to the platform. The queries and questions asked by the users can be responded to in a timely way, even automated manner, thereby ensuring stunning customer satisfaction.
#6 Revenue Boost
And the eventual result of smart decision making, intelligent data collection, and enhanced customer satisfaction is a revenue and profit boost. The customers will be willing to spend more money and time on the application, the management will have lesser wastages, resources can be optimally managed, and as a result, revenues will get a startling boost, thereby directly impacting the bottom line.
3 Main Challenges of Business Intelligence in Mobile Apps
#1 Network Stability
For mobile and business intelligence to work seamlessly, it’s very critical to have a good, fast and reliable data network, and the absence or disruption in network capability can severely impact key processes of business intelligence. This hindrance is especially noticed in rural areas, and hilly areas, where data speed is less, and in some cases, business intelligence can take a backseat.
In some cases, the machine learning model is created for a certain size and number of users; in case the concurrent users swell up suddenly, the machine learning algorithm can be impacted, and in some extreme cases, it can fail as well. The business intelligence model and machine learning algorithms should be scalable and can withstand a sudden surge in usage.
#3 Hardware Capability
And finally, hardware capability is the ultimate obstruction that can hamper the implication and usage of business intelligence in mobile apps. If the smartphone or tablet, where the application is deployed, is not able to respond to the business intelligence mechanism, then the entire process of data collection, data processing, and reports can hamper, and the management won’t be able to get the correct picture, backed with real-time data.
If you are searching for a partner who can not only create powerful mobile apps, but also deploy business intelligence for ensuring higher ROI, and a stunning user experience, then we at TechAhead can help you right away. With more than a decade of experience in unleashing digital transformation via machine learning, IoT, business intelligence, and mobile intelligence, we can understand your unique business needs, and suggest the best way forward.