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We know mobile messaging is tough. The ramifications of the wrong message can be high, and making sure you’re providing utility to your recipients can be challenging. What you feel is important enough to share may not be important in your user’s eyes. And with the ever-present fear of app deletion at play, you want to get it right.
Hockey legend Wayne Gretzky is often quoted as saying: “Skate to where the puck is going to be.” The reason to invest in a mobile app is similar: companies need to go where customer trends are going — on mobile. While some of our latest findings on mobile app usage may seem obvious, many were not at all what we expected.
“User utility is everything.” That, in a nutshell, was the key takeaway from Urban Airship’s fourth Mobile Saturday event at SXSW 2016, an annual gathering of industry thought leaders focused on what’s next in mobile. And that should come as no shock — or should it?