Navigating Mobile Real Estate: Put your brand’s landmark on display

 We can liken the concept of mobile real estate to physical real estate in several ways: 

• High-End Residential Area (Main Screen): The main screen of our mobile phone is akin to high-end residential areas in real estate. This space is the most visited and therefore the most valuable. Apps placed here are usually the ones we use the most, like messaging apps, social media, and essential utilities. These prime spots are highly sought after, as they ensure maximum visibility and usage. 

• Urban/Suburban Areas (Second and Third Screens): The second and third screens are comparable to urban and suburban areas. These spaces are reserved for less frequently used apps, such as shopping apps, secondary social media platforms, and entertainment apps. While they are still visited regularly, they do not command the same level of attention as the main screen. 

• Outskirts (Beyond Third Screen): Any screens beyond the third are like the outskirts of a city. These areas are rarely visited by the user, and apps located here are at risk of being forgotten or uninstalled during a clean-up. These apps may include niche utilities, games that have lost their appeal, or experimental apps that didn’t quite make the cut. 

Smartphones have become integral to our daily lives. According to the Deloitte Digital Consumer Trends 2024, 94% of Belgians aged 18 to 75 own a smartphone, and 96% of them use it daily. These devices serve as personal assistants, entertainment hubs, and gateways to the digital world.

Traditionally, interacting with apps involved tapping icons. However, the rise of AI-powered assistants like Siri, Google Assistant, and Alexa is changing this dynamic. Users now interact with apps through voice commands and intents—predefined actions like sending messages or setting reminders.

As these AI assistants evolve, the competition shifts from screen space to app intents. Companies aim to ensure their apps effectively handle various intents, making them the preferred choice regardless of screen placement.

The EU Digital Markets Act (DMA) seeks to foster fair competition and prevent tech giants from monopolizing the digital market. Its implications for mobile real estate and app intents include:

• Preventing Default App Monopolies: One of the key provisions of the DMA is to prevent gatekeepers (large tech companies) from setting their own apps as the default for certain intents. For example, instead of Apple Maps automatically being the default for navigation intents on iPhones, from iOS 18.4, users will have the freedom to choose alternative apps like Waze or Google Maps. This ensures that other companies have a fair chance to compete and gain visibility. 

• Promoting App Diversity: By enforcing rules that prevent the automatic prioritisation of certain apps, the DMA promotes a diverse app ecosystem. Users will be encouraged to explore and utilise a wider range of apps, preventing the dominance of a few major players. This diversity can lead to innovation and improved services as companies strive to attract and retain users. 

• Enhancing User Choice: The DMA empowers users by giving them more control over their mobile real estate. Users can select their preferred apps for various intents, ensuring that their choices are not restricted by pre-set defaults. This increased choice enhances user satisfaction and encourages healthy competition among app developers. 

• Impact on AI Assistants: With AI assistants playing a larger role in app interaction, the DMA’s provisions ensure that these assistants offer a fair selection of apps for intents. Instead of defaulting to apps from the same parent company, AI assistants will present users with a range of options, fostering a competitive environment.