Most consumer brands are in the process of experimenting how to utilize the mobile channel in the best possible way. Many have a quite limited experience of the mobile and the obvious answer seems to be app stores and apps. Even being the phenomena driving the development and being the by far most massive mobile success story in years, investing in apps may turn out to be quite a disappointment. The issues are that the space is quite crowded, you have to invest over and over again to cover all different operating systems and most importantly the majority of the apps generate a rather limited usage. Most apps are unfortunately a waste of money but do you still dare to say no?
The Canadian newsstand platform service provider and publisher Mygazines announced a few days ago the launch of a Universal Mobile Interface. It may not fully be in line with the general UMI definition, nevertheless the basic thinking is the same. “We want to allow our publisher’s content to be accessible anywhere and everywhere,” says Yoav Schwartz, CEO of Mygazines, Toronto, in an interview by Chris Harnick in the Mobile Marketer. Yoav Schwartz continues: “If a person receives an email with a link to the latest issue of Relevant, then he or she can click on that link and open the magazine on whatever device they want – you can’t do that with an app.” “If I’m a publisher and sending out e-delivery to my subscribers, I want them to start engaging right away. With a traditional app, it’s up to the user to then either download or install an app or visit the app to access the content.” “Apps are great, don’t get me wrong, but they’re a closed environment.” Mygazines dares to say no.
Mygazines clearly supports the basic thinking behind the UMI concept. We can expect their approach to become quite successful within the online publishing arena and to be followed by others. This in not a battle between apps and UMIs, both will become successful on their own merits. For those that want a very efficient way to reach all mobile phone users not bothering about different mobile operating systems and high development costs the UMI approach should be carefully considered as an alternative to apps.