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

We can compare mobile real estate to physical real estate in several ways:

• High-End Residential Area (Main Screen):
  The main screen of a mobile phone is like a high-end residential area. It is the most visited and valuable space. Apps here are typically those we use daily—messaging, social media, and essential tools. These spots are highly sought after, ensuring maximum visibility and engagement.

• Urban/Suburban Areas (Second and Third Screens):
  The second and third screens resemble urban or suburban areas. These spaces house less frequently used apps, such as shopping, secondary social media, and entertainment. They are still relevant but don’t attract as much attention as the main screen.

• Outskirts (Beyond Third Screen):
  Screens beyond the third are like the city outskirts. They are rarely visited, and apps here risk being forgotten or uninstalled during clean-ups. This might include niche tools, outdated games, or experimental apps that didn’t stick.

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

Traditionally, we interacted with apps by tapping icons. However, AI-powered assistants like Siri, Google Assistant, and Alexa are changing that. Users now use voice commands and intents—predefined actions like sending a message or setting reminders.

As AI evolves, competition shifts from screen space to app intents. Companies need to ensure their apps handle intents effectively, becoming the preferred choice—regardless of screen location.

The EU DMA fosters fair competition and prevents tech giants from monopolizing the digital market. It affects mobile real estate and app intents in key ways:

• Preventing Default App Monopolies:
  The DMA stops large tech companies from setting their apps as defaults. For instance, from iOS 18.4, Apple Maps won’t automatically be the default for navigation. Users can choose Waze, Google Maps, or others. This levels the playing field.
• Promoting App Diversity:
  The DMA stops automatic prioritisation, encouraging a diverse app ecosystem. Users will explore more apps, which boosts innovation as companies compete to win users.
• Enhancing User Choice:
  Users get more control. They can pick preferred apps for different intents, not just stick with defaults. This freedom boosts satisfaction and healthy competition.
• Impact on AI Assistants:
  As AI assistants grow, the DMA ensures they suggest a variety of apps for intents. Instead of favouring in-house apps, assistants will offer multiple options, supporting fair competition.

Screen Space as Prime Real Estate: The main screen is top real estate, reserved for essential, frequently used apps.

Urban/Suburban Screens: Second and third screens host less critical but still relevant apps.

Outskirts of Mobile Real Estate: Apps beyond the third screen are at risk of being forgotten or deleted.

Shift to AI-Powered Interaction: AI is changing how we use apps. App intents are now the new battleground.

Impact of the EU Digital Markets Act: The DMA prevents default monopolies, boosts diversity, empowers users, and influences AI assistants.

Future of Mobile Real Estate: Companies must adapt. Handling intents well ensures relevance and preference among users.