The rise of carrier apps.

USPS has released it’s latest Informed Delivery mobile app. It now joins the ranks of carriers that have released their own mobile apps targeting consumers.

In a day and age where branding and attention is everything, smart carriers are doing more to own the relationship with consignees and take control of their own brand story.

Carriers that traditionally believed that they should be invisible or unknown need to evolve and adapt, or they will find their marketing share continuing to shrink as the market dismisses them as a brand that’s not even worth remembering.

Some carriers that I’ve spoken to have huge ambitions for their mobile apps - turning them into shopping apps or multi purpose apps, with some having the great ambition of turning them into a genuine Superapp.

The move is better late than never, and it will be interesting to see who will master the consumer app space and in what way.

My left brain can already come up with so many crazy ideas for partnerships and collaboration, or really interesting new features.

Let’s see how this post ages.

To checkout USPS Informed Delivery, checkout their website directly: https://informeddelivery.usps.com/portal/