"Worldwide mobile store application revenue exceeded $15 billion in 2011, up from $5 billion in 2010. And, apps are projected to generate $58 billion by 2014."
Gartner Group

If your business isn’t taking advantage of this revolutionary shift in technology, you could be eclipsed by competitors eager to jump into the world of apps. Basically, the easier you make it for customers, potential customers and employees to access your company on the fly, the more of their business and productivity you can count on. It's also a great opportunity to increase awareness of your brand, and to increase your profits as well.

WHERE DO YOU START?

For many companies, the answer has been an iPhone app (notice we said iPhone app, not mobile app). The only hitch: those of us with Android's and BlackBerry's can't play. That reflects a current reality with apps. An iPhone app only works on, well, iPhone's. Your app has to be made separately for each platform (this is called a 'native' app). In the UK, the most widely used Smartphone platforms right now are Android, iOS and BlackBerry. Here are the latest UK statistics:

• ★  Android (Google): 30%
• ★  iOS (Apple): 27%
• ★  Blackberry (RIM): 19%

In other words, if you decide to only make a native iPhone app, fewer than 30% of all mobile phone users in the UK will be able to use it. If the app’s primary purpose is marketing, for example, you’ll need to decide whether this reach is big enough to be worth it. And, if you want Android and Blackberry users to have the app too, you have to build each platform from scratch. And, if you develop three different native apps to cover these three most common platforms, you’re going to potentially triple your cost.

This has led to a lot of debate about 'web' apps, which are accessed over a network such as the Internet and run remotely on a website (or part of the app does). With the advent of HTML5, it's now possible to make a web app that works well on most devices and platforms (depending on the nature of the app; things like graphics-intensive games being an exception). This means it's cheaper to develop, requiring just one version of each app, leaving more money to spend on marketing, promotion and updates etc. From a pure “how many prospects can I reach” perspective, it also wins, allowing access to the majority of Smartphone users. Plus, it's often quicker to build.

At the end of the day, however, it's our job to work out the best technical solution for your app and business... that's what we do! Whether we build it natively, using HTML5, or combine the benefits of both (this is called a 'hybrid' app), your app will prosper. Our expertise and the continued mobile explosion guarantee that.

CONSUMER APPS

Consumer Apps (i.e. consumer-facing apps) fall into four categories:

• ★  Content-based apps

Do you offer highly sought-after, proprietary content? If so, this is an opportunity to offer customers something new in a mobile environment. Sport brands do this well (e.g. live audio broadcasts of events, fast and accurate statistics, news and detailed team, and player information).

• ★  Branded-utility apps

Apps are most effective when they are an extension of an existing brand-value proposition (e.g. mobile banking apps are branded utilities that provide a service the user needs, while also connecting to the brand). They engage through function and usefulness, while linking with the essential value of a brand's products or services.

• ★  Utility apps

Straight utility apps serve as tools for daily life (e.g. a currency converter or cocktail directory). They are handy but usually devoid of entertainment and have no brand connection. These apps often fail to increase engagement and connection with, and understanding of, customers.

• ★  Entertainment apps

These apps are good for laughs but often provide no real extended worth or usefulness. They can effectively support short-term marketing campaigns or events, but usually become obsolete or forgotten. With a saturated marketplace, if you don’t have an established entertainment or gaming brand, an entertainment app is a tough challenge.

BUSINESS APPS

Business Apps (i.e. apps for internal use only) are for ‘Doing Business’. They power employees’ day-to-day work, keeping them secure, productive and happy. They are not a vertical within the business but rather reach horizontally into all aspects of it - and can benefit every department - from Operations and Sales, to HR and Customer Service. Learn more about Business Apps.

SUMMARY

If the app you are considering is neither useful, or connected to your brand and value proposition, we recommend that you don’t waste time or money creating it.

For a free assessment of your app idea, Get in Touch.

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