iOS 14 and 15 are huge course corrections on how Apple is building its mobile operating systems. The former head of Google’s iOS app explains what’s changed, why, and how it impacts which apps can be successful in this edition of CleverTap Engage.
His name is Nick Hobbs. After Google, he built a subscription news service which was acquired by Twitter, where he currently works in product. The key, Hobbs says, is that Apple has redesigned iOS to privilege ongoing user/customer relationships. In other words: subscription apps. The difference is between apps that are focused on aggregating and selling attention versus those that are focused on delivering value.
App developers, publishers, and marketers who pick up on the differences will be those who are mostly likely to win in this new era.
“CleverTap Engage” is a video interview series featuring the globe’s most respected CMOs and executives, shining a light on how to achieve meaningful and memorable customer engagement. The series is co-hosted by Peggy Anne Salz and John Koetsier.
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CHAPTER TIMESTAMPS
0:00 Introduction
2:00 A fundamental change
4:37 Subscription apps: news
5:55 Creating great digital products
8:03 Creating radically superior services
10:17 Subscriptions versus eyeballs
12:12 Retention first?
13:45 Subscriptions and Gen Z
18:14 Understanding user needs
22:33 Sharp decision points for subscription apps
28:33 Retention for subscription apps
