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20% of brands to abandon their mobile apps by 2019

Jordan Williams | 13:58 Wednesday 21st February 2018

A fifth of brands will abandon their mobile apps by 2019 due to a lack of adoption and customer engagement, according to a study by research and advisory company Gartner.

The study also found that by the end of the decade, 30% of all B2B companies will use artificial intelligence (AI) to augment one or more of their primary sales processes, while two-thirds of all customer experience projects will make use of IT by 2022 (2017: 50%).

Some 20% of large enterprises will use augmented reality, virtual reality and mixed reality immersive solutions as a part of their digital transformation strategy by 2020.

Antoine Hemon-Laurens, customer experience expert at Quadient, said: “As Open Banking and PSD2 will lead to banks providing services across whichever platforms their customers want, it makes sense that they will focus less on their own dedicated websites and apps.”

Antoine suggested that banking customers could contact their bank via Facebook messenger and ask them to display all the accounts they hold across different providers and transfer money between them.

Customers may also be able to take out short-term loans from one bank to pay off an overdraft with another.

“This potential for customers to use whichever digital platform they want for their banking services means that banks are likely to place much less of a focus on their own websites and apps than they have to date,” added Antoine.

“The key to success as this change comes is treating it as an opportunity rather than a threat; by providing banking services over social media sites, for example, they can provide a great customer experience by allowing people to make transactions without having to ever visit the official banking site or app.”

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