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The end of unbundling? How social apps are adding advanced functionality back into their platforms
By definition, trends fluctuate over time. While ‘unbundling’ apps was a sweet notion, the consumer market is shifting to encourage consolidation and users are looking for a one-stop shop to fulfill their social addictions.
Specialized apps that were originally designed to be a social platform focusing on one thing, whether it’s private messaging, sharing pictures, phone calls, or another means of communication, are now expanding to incorporate new features. More and more this is diluting the simplicity that originally made them unique and appealing. Now, developers are on the move to create one social app that will be the go-to for everything whether you want to talk, message, or just send pics.
Even the successful social media platforms are trending towards added functionality. For example, Snapchat, an app that was originally designed with a bit of a more risque intent, expanded functionality from the original ephemeral messaging, adding filters, a Discover feed, Memories, and Stories. Unlike the content, Snapchat itself is not going anywhere anytime soon, adding to its feature rich platform is only helping the company.
The Master App of All Trades
While many have committed efforts in the past years to simplistic apps that do one thing well, like Yo, others have kept the focus on building an app that does it all. One such app is ringID (full disclaimer ringID is a Blonde 2.0 client), which includes all the best pieces from your favorite social networks in one single app.
Female CEO and Founder, Ayrin Islam, decided to stay the course with her all-inclusive app because she hated jumping from app to app to keep in touch with everyone. She felt what the industry was missing was condensed efficiency. As opposed to trying to coordinate through various apps, since different platforms appealed to various friends, family, and colleagues, Ayrin created a place to communicate with everyone in her social sphere all in one place.
By combining features including status feeds, ephemeral messages, messaging, HD video calls, music streaming, and more, Ayrin has designed an app to expand the standards of inclusivity.
With each social platform looking to monopolize more than just one corner of the market, consumers continue to jump from app to app to be sure they are able to share statuses, like pictures, snap short-lived comedic gold, and favorite every tweet. Eventually, apps will begin developing into mini-OS systems of their own.
We have to make changes and try new things to isolate what works and make further progress. Society collectively learned from unbundling that we all want less social clutter; one single platform of digital, all-inclusive, social simplicity. It is only a matter of time before consumers will be able to go an entire day using just one app.Ayelet Noff is a partner in Socialmedia.biz and founder and Co-CEO of Blonde 2.0, an award winning digital PR agency with branches in Boston and Tel Aviv. Contact Ayelet via The Blonde 2.0 website , email, or follow her on Twitter and Google Plus.
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