![]() All good - unless the user doesn’t have your app downloaded. Let’s say you are in the business of selling movie tickets, and a consumer is reading about the weekend’s films on your partner’s news app (which prominently shows links to purchase tickets using your app). The upsides of mobile partnerships are huge, and here are three ways to confidently navigate these uncrowded waters: Three tips for avoiding squalls on the sea of app-ortunity ![]() ![]() But along with that big open ocean of possibility comes risk, because just as the limits and potential of the ecosystem are not yet fully understood, so are its hazards. Mobile partnerships are clearly the future when it comes to creating seamless and powerful consumer experiences. And consumers routinely do things like book an Uber from United Airlines’ app or an Airbnb rental from Quantas’s. Ticketmaster has been very successful in using native app integrations to drive app installs and allow users to seamlessly purchase Ticketmaster tickets directly from fan sites, concert listings, and music streaming apps such as Spotify. The marketers who are out there are definitely making waves. As a result, the app-based partnership universe is an untapped opportunity where agile players can gain the advantage if they choose to take the plunge. In the world of partnerships, mobile is the definition of a blue ocean right now, in part because the perceived complexity and technical barriers of app-based integrations have kept new players out of the water. But in a blue ocean unspoiled by competition, businesses have unlimited growth opportunities and can develop market share uncontested. ![]() Survival in a red-ocean market is a zero-sum game because a fixed universe of existing wealth must be divided among rival companies. What makes mobile partnerships a blue ocean? They divided opportunities into red oceans and blue oceans, with red oceans representing existing marketplaces crowded with competitors and blue oceans being wide-open unexplored markets with unbound potential - which is where mobile partnerships come in. Professors Chan Kim and Renée Mauborgne first introduced the concept of red and blue oceans back in 2005, spawning a new way of thinking about market strategy. ![]()
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