Visitor retention through Rich Internet Applications

Alexander Rehm explores the subject of Rich Internet Applications and the possible benefits to user retention

Looking back over the last couple of years of software development, there are a limited number of internet applications that have achieved a real popular breakthrough: FireFox, Trillian, Skype, Thunderbird for example. Meanwhile, social networking sites such as MySpace, Flickr, Facebook, digg and YouTube, have seen an even more pronounced degree of popular recognition.

Yet they only work when you are online, and in most cases, when you have a good internet connection. They do not integrate with the users desktop, other than the basic “upload file” feature. This is where single-site browsers were trying to bridge the gap: they were installed on your desktop, or in your dock and once launched give a browser-like experience, but limited to the specific website they were downloaded from.

Adobe AIR

Adobe AIR offers a number of advantages. It was first presented to the public in March 2007 (back then under the name Apollo) and was finally released as AIR in June of the same year.

• Based on the open-source rendering engine called WebKit (also being used by Safari and the iPhone)
• Supports Flash (ActionScript 3.0), CSS, HTML and JS natively
• Far less obstrusive for the user, as AIR apps can easily take the form of desktop widgets
• Smaller file sizes and simpler installation (sometimes no installation required)
• Cross OS support

AIR based interfaces can be styled in any way you wish. Want it wavy? Rounded corners? No problem - the possiblities are almost endless, making it ideal to customise the interface to your specific needs.

No matter how graphically versatile AIR can be, it must be remembered that a client’s primary interests are to sell products and retain customers. This is where Rich Internet Applications such as AIR are going to be beneficial:

• Customer interaction when not even on the site Through RIAs a user will still be able to make use of specific modules of the client’s range of web-services (such as user generated content, latest offers or news) without needing to be on your site.
• Offline-branding Through the use of desktop applications such as Adobe AIR, clients are able to maintain brand visibility on the user’s desktop
• No requirement to stay online / ability to save and upload / synch later With the ability of RIAs such as AIR, users will be able to contribute to the client’s website without having to be permanently connected – ideal for commuters!
• Customisable user interface AIR allows us designers to fully customise the look and feel of the RIA directly based on the client’s brand or online presence
• Customer retention Through maintaining a brand visibility and offering the ability to take part in contributing to the client’s online presence

The integration of the web with a user’s (offline) desktop is going to be one of the next big things, and with the introduction of AIR and Silverlight development kits and seminars world-wide, there is certainly potential for your website and your users.

http://www.adobe.com/products/air/
http://silverlight.net/