“Apps really do change our daily lives” How many times have we heard that old chestnut? But unless you are one of the increasingly small proportion of adults not using a smartphone in your daily life, it is actually true. There are genuinely aspects of our world are being changed by the digital toolbox we carry around with us in the form of mobile apps. This is why marketing software solution companies such as Singular as an example have created marketing intelligence platforms allowing businesses to review how consumers have found their application, to some, applications really do change the world.
Yes we all benefit from those little conveniences offered by Google Maps, or mobile banking whilst waiting for the next bus or taxi. And speaking of taxis, the world of technology has until now had muted impact and certainly seemed irrelevant to the 65,000strong army of Black Cab drivers who crisscross the nation’s capital delivering everything from paupers to princes to some destination or another. Somehow that stable of London society, so often a feature in the media and cultural world seemed beyond the reach of the technological advances happening elsewhere in the Capital’s diverse economy.
But quite suddenly everything has changed. The digital revolution is reaching parts of our lives that up to now have been otherwise unaffected by technology. The London cabbie, much to his/her chargrin is now not protected by their hard earned knowledge driven ability to pick out a route from Billingsgate to Big Ben in the fastest, or most scenic, or most tranquil manner according to instruction. Tourist, businessperson or casual traveller is all now being presented with options which could seriously cut into the income of our traditional Cabbie. Indeed, the acquisition of “The Knowledge”, whist still the holy grail for genuine Black Cab drivers in London, is no longer the barrier it once was to entry into this lucrative marketplace.
UBER taxi service is the app which is causing concern amongst the London Black Cab drivers having gained such prominence that it is muscling in on the extremely lucrative Black Cab industry. So what’s so transformative about this app? Well, unlike the traditional Black cab mode of operation this app allows its user to pre book a ride after agreeing a fare and even pay in advance by credit card! Tipping is positively discouraged! “The idea is very simple – if you want a taxi, you look at the app on your phone, see where the nearest car is and order it. You can then watch the little icon on screen as it approaches. The payment is taken from the registered credit card.”
Convenience is our world’s greatest mantra so this app hits the traditional Cabbie approach to “Fares” with a sharp undeniable punch. But the key benefit to the user is the way it tells them where their ride is, how long till it collects them and much more information about their coming journey. This is the point surely; Information is king. So if the service empowers the user it has a distinct edge over the competition. IN best social media tradition the clients can even “rate” their ride giving the driver pause for thought is attempting any inappropriate manoeuvres!
The world of mobile apps has impacted for better or worse on so many areas of life in their brief history. What are the best mobile apps that you have heard of or seen in action? Send us your views on these digital tools.