Fitness, Gamification and Payments – or what the iPhone 6 should bring to the party
Posted by Iker Ibanez
So this could be it, the next generation of the iPhone seems to squeeze into a thinner case to possibly maintain it’s volume while finally going beyond a 4 inch screen.
Form factor aside, there are two elements that I believe would be the next trend setters: Fitness and Payments.
For the last two generations we have been missing NFC to be packed into the iPhone, sending a clear signal that this is not what Apple believed in for the short range / contactless communications required for mobile payments. In exchange, the iBeacon technology was introduced in iOS7, built over bluetooth 4.0, by making use of the BLE (Bluetooth Low Energy) standard.
In short, iBeacons are indoor located, low-power, low-cost emitting devices that, making use of the BLE, can make iOS devices in their vicinity aware of their presence. This enables all sort of use cases based on close proximity, allowing for any system to send notifications to your iPhone. The main advantage over NFC is that is doesn’t require any specific hardware on the mobile device, as it operates over Bluetooth 4.0, and it broadens the possibilities well beyond sending payments from a POS to a mobile device for them to be authorised (remember that fingerprint reader in the iPhone 5S?), retailers are already using iBeacons to enhance and augment shopping experiences.
Bits and pieces of the eventual payments ecosystem have been gradually introduced, with Passbook, introduced in iOS6 possibly playing a role in storing your payments information in conjunction with iCloud keychain. iBeacons would solve the problem of communicating with the mobile device to exchange the payment information and get the operation authorised.
It’s yet to be seen how far will Apple want to go, as this model would just automate and mobilise payments and allow for Customers to digitise their credit cards, but essentially the payment method would still be a credit card, which limits the revenue Apple would get should they become a payment processor. With about a billion credit cards on file, it’s difficult to believe they wouldn’t want to make the jump, but that’s possibly material for another post on the matter.
It’s not a secret that games are the most highly ranked and rated mobile apps in all platforms, together with the most retained. Such is the difference with other applications that a whole science has been crafted to bring what makes games so addictive to other applications and businesses: Gamification.
Gamification is the use of game thinking and game-mechanics in a non-game context to engage users and solve problems.
Gamification techniques are based on human’s natural desire for competition, achievement, status and altruism, and can be implemented into applications in different manners:
- Rewarding the customer for accomplishing desired tasks (badges, levels, virtual currency or just showing a progress bar)
- Encouraging competition by making achievements and rewards visible to other players or providing leader boards
- Integration with Social Media increases visibility and leverages the power of referral and recommendation, together with the engagement and competition with friends and relatives for progress
Quite a few companies have understood these dynamics and are getting increased engagement in all sort of fields, and fitness couldn’t be a better example. SmartPhones have been good companions in fitness in the last few years, and recent developments like Fitbit or Nike with Nike+ are putting all the Gamification ingredients in the shaker to create a perfect SmartPhone-Fitness-Social Media triangle. These companies are having to develop hardware to cover for the natural lack of fitness specific sensors in SmartPhones, but that is possibly going to change, and here is where I believe the iPhone 6 will again step ahead of the competition.
Reportedly, Apple would be packing into the 6 a few sensors that would enhance it’s fitness capabilities, like the ability to measure heart rate. The motion coprocessor is already there and tracks your movements with precision, so with new additions the 6 could be the perfect fitness companion. Game!