The advent of rich internet applications (RIA) empowers organizations to create a new brand of user interfaces brimming with features and capabilities previously unimagined - features and capabilities that make completing complex tasks appear effortless and enjoyable. This is in stark contrast to the cumbersome interaction models developed prior to RIA, which could flow in unnatural ways or present artificial constraints on the user due to limitations in the available technologies.
The subject of this three part series is to present how RIA can benefit an organization in relation to three major business objectives:
- Increase market share
- Improve efficiency and effectiveness
- Reduce costs
RIA increases market share through improved brand recognition
More and more organizations are learning why investing in a compelling user experience is so important for their brand. They are learning that improved accessibility to their products and services via easy to use software is a necessary component to growing and improving awareness in the brand campaign. Software which pleases users and helps them better interact with a company increases user adoption of that company's products and services. This in turn encourages return visits, which in turn helps build market share and trust. RIA helps organizations achieve that trust.
A well designed rich Internet application engages, captivates and motivates users to follow a task to its completion. It evokes a positive, emotional response for an otherwise routine, complex or uninspiring activity. It leaves users with a favorable impression of a company's brand and products, which can be a higher market differentiator than competing on cost alone. Many brands have successfully employed RIA to promote their offerings and drive momentum through a positive user experience. A brand can claim success when their site generates buzz, increases traffic and retains customer loyalty.
A successful RIA campaign fosters brand loyalty, recognition and customer intimacy. It provides differentiation, innovation and a competitive advantage. It serves to deepen customer relationships by simplifying communication, and it encourages repeat usage through familiarity and ease of use. All of these factors yield to increased sales and market share for a highly recognized brand.
Next up
In my next post I'll continue this discussion and show how RIA can improve efficiency and effectiveness of business.
