Contextual Mobile Services: How Ready Are You?By Guest Author | Posted 2016-10-04 Print
Contextual mobile services harness real-time, context-relevant data to provide a personalized service driven by an individual’s needs at any given time.
APIs aren’t new, but as the internet of things grows, there is a renewed focus on their role. The success of the IoT and of contextual services relies entirely on data being able to get where it needs to be, and systems being able to access that data—even if it’s not developed by the same company. While APIs in the apps space have been used smartly for some time, businesses need to plan how to open their APIs and access others’ so they can offer their customers convenient, valuable and personalized experiences.
No Trust, No Data; No Data, No Contextual Services
According to a recent survey from Accenture, 54 percent of digital consumers are cautious about sharing information, due to a lack of confidence in the security systems and protocols protecting their personal data. Although data is a necessity for contextual services, having access to so much data from so many different sources can raise concerns around privacy and security.
The more data a company collects and creates, the greater a target it becomes for digital threats. In addition, it faces a greater a risk of poorly managed systems.
The way in which relevant user permissions are obtained for data handling must also be carefully considered. Users must fully understand what access to their data is required and why, as well as how their information will be used and how it is being kept secure. Addressing customer anxiety in these areas will be critical to attracting and retaining users, and maintaining a trusted brand.
Transparency is the best way to build digital trust and loyalty, so for a successful business, it is just as important to make data-usage policies clear and accessible as it is to maintain a strong cyber-security record.
The digital world moves quickly. Services that once disrupted markets are themselves being disrupted by new or improved services. Companies should ensure that they stay ahead of the game by recognizing the value of contextual services and having the capabilities in place to capitalize on them.
Otherwise, they risk falling behind their more agile, innovative competitors, who may come from any industry to disrupt theirs. Organizations that fail to act simply won’t be able to keep pace with their customers’ expectations, and by the time that becomes clear, it may be too late to catch up.
Abhijit Kabra is mobile apps lead at Accenture Mobility, part of Accenture Digital.
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