BBC+ is the new mobile app of BBC that combines all the different apps BBC has had (as many as 15 different apps at some point).
“Research has shown that there is growing ‘app-athy’ amongst consumers who can’t cope with the sheer number of apps they end up with on their phones.
“The danger is that they use an app once and never return to it as it gets buried amongst other apps already installed – that is terrible for long-term consumer engagement.”
- Having several slightly overlapping apps can work for the giants (think Facebook, Instagram, Apps), but doesn’t really work for “normal companies”. Even BBC has now decided to focus their energy on one app.
- Native apps are also problematic for media companies since their content publishing requirements often don’t include having native apps. BBC has some good reasons, mainly the fact that BBC ID is required to access some parts of content and native apps remember login credentials better than browsers.
- In a bigger picture, this move also makes sense because media companies like BBC don’t really want to invest in channels that are not accessible to all audiences. After all, mobile apps are still somewhat “luxury products”.
Perttu Tolvanen is a Web Technologies & E-Commerce Expert at North Patrol. Perttu assists clients on early-phase service design, defining requirements, and in technology selections.