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Alpha Apps vs. App Unbundling

Aktuell wird viel über das Modell der "Alpha Apps" und "App Unbundling" gesprochen.
Hier kurz eine Übersicht und meine 5 cents:

Alpha Apps


Die chinesische App WeChat geht noch weiter: Neben einem Messenger, vergleichbar mit WhatsApp, bietet sie einen Lieferdienst à la Lieferando, die Möglichkeit etwa das eigene Konto zu checken (wie sonst bei der Bank-App) und gleichzeitig die Chance etwa Promis zu folgen, wie es Twitter bietet.

Solche Alpha-Apps können dadurch verschiedene Aspekte und Möglichkeiten des Internets verbinden und werden so zum idealen Zugangsportal zum Netz – so wie traditionell der Browser am Computer. Den Tod des Browsers bedeutet das aber noch lange nicht.

Der Browser ist tot, es lebe der Browser!
Wirtschafts Woche


App Unbundling

Unbundling steht für das Unterteilen von Apps oder verschiedener Funktionen in mehrere, eigenständige Applikationen.

Aber nicht jede Unbundling Aktion wird positiv von Usern aufgenommen. Facebook Messenger erhielt hunderte miese Bewertungen in den App Stores, denn viele User fühlen sich von Facebook grundlos gezwungen eine zusätzliche App herunterzuladen. Das Fazit: was aus strategischer Sicht Sinn macht, muss nicht unbedingt den Wünschen der Kunden entsprechen.

Google hat sein Cloud Service Drive in drei separate Apps geteilt (Docs, Tabellen und Präsentationen), die das Arbeiten mit Google Dokumenten erleichtern sollen. Eine Umstellung die sehr sinnvoll scheint, schließlich war Drive in der mobilen Version nicht unbedingt die übersichtlichste App.

Mobile Zeitgeist


My 5 cents zu Alpha Apps und App Unbundling


Etwas abweichend von dem oben zu Lesenden:
  • Ein MVP (minimal viable product) Approach hat nicht direkt etwas mit App Unbundling zu tun
  • Eher zwei andere Trends:
    • Hoch spezialisierte Apps, die dem Nutzer schnell und effizient erlauben EIN dediziertes Bedürfnis zu erfüllen, sind gefragt
      • Die Stärken von Apps sind
        • der Re-Focus auf die Kern-Funktionalität eines Dienstes
        • Optimierung auf den mobilen, persönlichen Use-Case
        • Tiefe Integration in das mobile OS und Verknüpfung mit anderen Apps
      • Wird die Gesamtfunktionalität einer App zu umfangreich, ist die Nutzung einer Funktion meist nicht mehr ideal
    • App Unbundling, wenn die evolutionäre/agile Weiterentwicklung einer App eine ausreichend große andere Funktionalität hervorgebracht hat, um diese auszukoppeln
  • Über den Prozess des App Unbundling entsteht eine "Agile App Discovery", die es ermöglich weitere Geschäftsmodelle zu bedienen und evtl. wiederum neue App-Geschäftsmodelle über die Integration von Sub-Funktionalitäten in der neuen App zu identifizieren und aufzubauen
    • Unbundled Apps dienen so auch zur Entwicklung von weiteren Kundengruppen mit jeweils spezialisierten Interessen

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