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Whilst attending a recent showcase of Welsh apps the question was raised, ‘So does your business really need an app?’
The proof is everywhere, whether it’s seen in the news or simply through observing commuters as you sit on a train, smartphones have become everyday essentials and are connecting users to the online market 24/7.
For any company it is important that their website provides a clear and appealing insight to what they have to offer. Appearance, quality and functionality in a website can make the difference between making a sale or not. With the continual progression of smartphone internet browsing over that on a PC it is highly likely that your website will be viewed on a mobile.
Regular web sites are not designed to be viewed on pocket sized screens and appear either zoomed out to an unreadable scale, or zoomed into a small section of the site. This makes a poor first impression and the user then needs to resize and scroll around the site to find what they want.
Having a mobile format to represent your company has become increasingly important in today’s market. However, apps are not the only option for reaching the mobile audience. Mobile optimised web sites also provide a clear, quality mobile experience. So the question therefore becomes ‘does my business need an app or a mobile website?’
This is something that many will be asking, as the mobile market becomes increasingly obvious as the way to reach consumers. But in order to answer the above question you will need to consider the nature of your service and your target market.
App Vs Mobile Optimised Website
Apps are downloadable to a consumer’s smartphone where they remain, allowing customers to tap into it easily without browsing the Internet. This can encourage regular interactivity and customer loyalty.
A basic app can cost anywhere between £1000 and £20,000 taking a number of months to create. This is largely due to the complexities involved in developing an app, which can allow it to have more user interactivity. As an example, this can be useful for location based services such as an interactive guided tour.
A complicated app can take around 6 months to create and cost up to £100,000. Once an app is created it must pass the scrutiny of companies such as Apple, depending on which platform it is designed for, and this can take up to 3 months! In a fast paced and competitive industry this could cause one to loose out on what was a great opportunity.
When changes are needed due to up and coming promotional offers or improvements in the technology, the app must then go through the process of being authorised again. Getting through such vigilant testing does allow the kudos of having your product among a range of high quality applications.
However, apps are also designed around specific platforms for example the Apple iphone, presenting the issue of either neglecting a large proportion of smartphone users on alternative platforms, or spending more money on recreating the app for each one.
For the past few years ‘apps’ have represented having an innovative approach and supported a forward thinking reputation for businesses that have opted to have one. This is something that Apple has actively encouraged and has successfully created a huge market, remaining strong competitors in the online and I.T industry.
Google are also pushing for mobile but are instead encouraging people to have a mobile optimised website.
Apps may be downloaded as a useful tool to have on your smartphone, but for many businesses this is not necessary and a mobile website acts as an affordable alternative for businesses moving into the evolving market.
A mobile website can have all of the functionality of a regular website and many of the same features seen in apps. With advancements in technology mobile web sites are becoming just as sophisticated, yet starting at a much lower cost with a faster turn around, allowing updates to be made and published instantly.
Mobile web sites are cross-platform, meaning a business will only need one site saving on expenses and instantly reaching a wider audience.
An app can be a useful and fun tool for businesses that offer an online service or product and that have a marketing budget to incorporate the costs. However, a mobile website can provide your business with the essential mobile Internet presence, at a fraction of the price and with an extensive amount of functionality.
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