O projeto de pesquisa AppRecommender tem como objetivo o desenvolvimento de um sistema de recomendação e pesquisa semântica dedicado a lojas de aplicativos móveis. Este projeto, patrocinado pelo fundo Portugal2020 com o número do projeto 39703, é promovido pela Caixa Mágica Software em colaboração com o ISCTE-IUL.
Desafio
A proliferação de dispositivos móveis na sociedade levou a maioria das empresas a considerar o componente móvel como essencial para o contato próximo com os seus clientes.
In 2017, the Google Play Store had 2.8 million mobile applications available, Apple’s App Store had 2.2 million and Aptoide currently has over 1 million apps available, creating extremely fierce competition among apps.
Em termos de transações, em 2016, ocorreram 149,3 bilhões de downloads de apps, um número que se espera que duplique até 2020. No entanto, muitos desses downloads consistem em várias tentativas para encontrar a aplicação certa, e muitas apps transferidas nunca chegam a ser utilizadas. Em 77% dos casos, as apps não voltam a ser utilizadas 72 horas após a sua instalação.
This demonstrates a significant misalignment between the supply of apps from app stores (distribution services) and the demand for them by consumers (discovery). Due to this misalignment and the high competition among apps, Gartner’s predictions indicated that by the end of 2018, less than 0.01% of developers in this market would consider themselves to have achieved commercial success. Furthermore, in the increasingly digital age we live in, 52% of apps are discovered through word of mouth among acquaintances, friends, or family. While only 40% are discovered through searches on app stores.
These inefficiencies make the discovery and distribution of apps a considerable and highly relevant challenge. As they occur in a market that has massively penetrated societies and significantly impact the relationship between companies and consumers.
Solução
Building upon this problem, the AppRecommender project has a strategic objective to research and develop technologies. That are capable of delivering the right app to the right customer at the right moment. To achieve this, it proposes a multi-criteria recommendation system and a semantic search engine.
The multi-criteria app recommendation system will have the ability to populate real-time touchpoints (mobile homepage, web, VR, among others). Between the consumer and the mobile app store with applications that align with the consumer’s profile and needs.
On the other hand, the semantic app search engine will aim to understand consumers’ intent during their searches and match this intent, the consumer’s profile and context with the profile of apps available in the app store. Delivering the right apps to the consumer who requested them in real time.
O objetivo é otimizar os serviços de distribuição e descoberta de apps atuais e, consequentemente, promover ligações mais próximas entre as empresas e os seus clientes-alvo.
Impacto
O projeto tem como objetivo ter impactos específicos nos consumidores de apps móveis, nas empresas promotoras de apps e na loja de apps Aptoide, através da Caixa Mágica Software, promotora líder deste projeto que colocará os resultados no mercado.
Users will experience increased simplicity, efficiency and satisfaction in discovering apps, thanks to the optimized alignment between their needs, characteristics and context with the apps offered by the app store.
Developers and companies promoting mobile apps will benefit from improved proximity to target consumers, aiding in acquisition and potential retention, ultimately enhancing commercial success.
Caixa Mágica Software and Aptoide will see an improvement in the quality of service provided to both companies and consumers, along with an organic increase in app submissions, active users and revenue.
