Mobile app benefits – expert advice from Adam Stone at Rokk Media LtdClick here to view the transcript
Building a mobile app in the language of the device ensures maximum speed and access to all its functions but can be costly. As with any software development it takes time and specialist skills from teams of software engineers, user interface designers, project managers and testers.
So, why develop an app? What benefit could it bring to your organisation?
There are many but three key ones are:
Producing a tool specifically for your staff or customers; Building brand awareness as part of a marketing campaign; Creating an app to generate new or additional revenue streams.
Let’s briefly look at each of these.
Looking at your organisation there may be many opportunities for creating apps. For example for your sales team to access customer records on the road, or a factory manager to monitor the status of equipment remotely while off-site.
Producing an app as part of a marketing campaign has become a standard approach for many sizeable organisations, but it could just as easily work for you. There have been some great brand awareness and viral marketing exercises done around producing apps that reinforce brand values by delivering a memorable or useful experience to the user.
Generating revenue by selling an entertaining or functional app direct to consumers via an App Store has been very successful for some. Why can’t yours be the next billion dollar Instagram?
It’s important to pause there. Coming up with an idea is the easy bit – getting it downloaded enough to turn a profit is the hard part. Bear in mind that the reason apps are downloaded in their millions is because they are incredibly low cost or even free. That means that to make money the app needs to sell in high volume and to achieve that often requires a hefty marketing budget on top of the development costs.
Don’t be afraid to give your app away. Top grossing apps on the Apple App Store are listed as free because they have moved the sale from the cost of the app to a purchase within it. Being creative with the revenue model can make all the difference between profit and loss.
Finally it’s also worth considering that technology is rapidly evolving. Today we think of apps on phones and tablets but already we are seeing wearable mobile devices such as watches, clothing and glasses. Car manufacturers are investing heavily in bringing this kind of functionality to vehicles and most new TVs are internet ready. All of these require very specific apps – opening up new potential and possibilities for you.
Approached with careful thought and a sensible budget, I think the opportunities that mobile apps can bring to your organisation are tremendous and I hope that I’ve given you some ideas for your next app today.