CROWD MOBILE
challenge , particularly from an app and PSMS perspective , is keeping the business agile , because things shift so frequently and every market has a different set of rules .
“ iOS and Android are constantly evolving and trying to keep in step with them has been quite the challenge .” Clark cites one example as the Viacom apps they were building when iOS 10 came out . “ All of a sudden they introduced the new iMessage , which allowed direct integration with our app ,” he explains . “ We were like , ‘ wow , this is awesome ’, so changed all apps to adopt this new feature . We had to quickly shift focus because it was clear it was going to be really significant .
“ We could add more functionality around sending emojis than before , when it was just the keyboard . Now there ’ s that extra level of control so we ’ re looking into what we can do there to further engage our customers and provide more value for them .”
Clark says consumer habits are changing too . In the past , people had lots of apps on their
58 February 2017