Want to book a flight to Barcelona by simply sending a text message? There’s an app for that. How about ordering from some of the best restaurants with the touch of a button? There’s also an app for that. Would you like to reserve a table in a pub without talking to a soul? Yes – there is an app for that too.
In the not too distant future we may well be using a single, simple smartphone app to do all of the above, and more. Apps are revolutionising our social life, and the persistent growth of the on-demand sector, that focuses on the here and now and instant gratification, proves that consumers are attracted to start-ups promising to fulfil all their needs within seconds. That’s why businesses like Uber, the car service that operates in 53 countries, that don’t aspire to invent new products or goods, but instead focus on changing the way industries work, making our lives more convenient in the process, are doing so well. The ability to act as middlemen in a market that matches people looking to buy a service with others who are providing it seems priceless. Siri, Apple’s voice-based virtual assistant, promised this practicality but never actually lived up to the hype. Back in 2011, Siri was meant to change the manner in which we communicated with our computers and phones. But that just didn't happen.