Hamburg, May 18, 2017 – Internet usage on mobile
devices continues to increase – since last October, for the first time, mobile
usage is outpacing desktop usage worldwide1.
At Google I/O, Google’s Developer Conference in Mountain View (May 17th-19th),
trends in app development are one of the main topics. A best practice from
Europe: the new Progressive Web App (PWA) from NIVEA which will be rolled out
this summer as part of the brand’s loyalty program “NIVEA for me.” Unlike the
“native apps,” which are familiar from app stores like Google, Apple or Amazon,
PWAs are platform-independent applications, which can be accessed from all
common smartphones, tablets or other mobile devices.
“We very
consciously chose a PWA over a native Android app. We want to be able to provide
all mobile NIVEA.de users with easy access to our mobile services,” says
Thorsten Schapmann, Head of Digital Marketing NIVEA Germany. More than half of
the users already access the NIVEA website from a mobile device. “With
this innovative web technology, Beiersdorf is a first mover in the FMCG industry
and once again highlights its strong consumer orientation.”
Anticipating new web technologies, testing them and getting them ready for the
market for the brand world is part of Beiersdorf’s digital innovation process. Alexander Komoroske, Group Product Manager
Google adds: "It's great to see NIVEA
joining a collection of other forward-thinking companies around the world who
are building Progressive Web Apps to give their users the best possible
experience on mobile web."
The new NIVEA web app offers consumers all the
important features of a native app, like push messaging, home screen
integration, offline use, access to camera features for an easy sales receipt
upload as well as a general user experience designed for mobile use and
intuitive navigation. Furthermore, the PWA also offers additional features such
as shorter load times, update-on-use, and the integration of web payment, a mobile
payment method in which users do not have to enter their data every time they
pay. At the Google I/O a prototype is used, which has already integrated some
of these features. Schapmann concludes, “We therewith provide our consumers an innovative and seamless user experience
including web payment for fast and convenient mobile checkout.”
Neveling.net is responsible for the mobile development
of the new NIVEA PWA. The technical project management is supported by the
digital communication agency TenFour.
1StatCounter, Desktop vs Mobile vs Tablet Market Share
Worldwide, Apr 2016 to Apr 2017