Population of smartphone users is increasing with a great rate and it is forecasted to be 5.2 billion smartphone users by 2019. It is no surprise that, in India even lowest income sector has fancy looking smartphones. This increased audience gives obvious opportunity for businesses to reach out to more people via mobile apps.
So one will say, it is no brainer to develop a mobile app and reach maximum audience. No! I would like to caution business or individuals to do thorough analysis of your market, idea & make sure you check your requirement against following points before you decide to spend your precious money.
Frequency of App Usage
I get so many requirement of businesses to get app developed or in many cases we approach prospect clients. Most of them don't consider a key factor of frequency of app to be used by target user.
E.g. one of the requirement was for a luxury resort at a hill station for a booking system. On an average a customer is going to visit same resort maximum 2-3 time a year. Why as a customer will anyone want to download an app and let it occupy precious storage just to open it again after 6 month or a year. Same is the case for service centre app. This might be debatable but I am going to service my vehicle every 6 month, why would I keep such an app.
E.g. one of the requirement was for a luxury resort at a hill station for a booking system. On an average a customer is going to visit same resort maximum 2-3 time a year. Why as a customer will anyone want to download an app and let it occupy precious storage just to open it again after 6 month or a year. Same is the case for service centre app. This might be debatable but I am going to service my vehicle every 6 month, why would I keep such an app.
So I suggest my customers if average usage frequency of app is not more than 3-4 time a month, don’t even think about developing an app. Web app will do thing for you.
User Engagement - Content/Services
Is your app serving unique content or services? Are you able to update the content regularly and engaging your customers. I have seen business developing app but neither information is updated regularly nor the efforts are taken towards user engagement. Remember, if app is not opened in a month - it sure is going to be deleted.
Think of this before you consider of developing an mobile app. If you have no idea on how to get your customer open your app then you should not probably develop an app. Plan this upfront.
Value proposition to User
I remember almost 2 years back, we ran a digital campaign “get your mobile identity” - to develop a mobile apps for businesses to get mobile identity. Now, I feel that was stupidest reason to develop a mobile app. User is not going to download business app just to check some static information about your business, probably it is already available on internet. You need to provide some value to user (keeping above 2 points in mind).
Design your app such that it provides some unique value to your users and simultaneously creates brand name for your business.e.g. if you are yoga studio - make sure your are providing unique access to yoga related content and health tips on regular basis. Take a feedback from customer and improve content sharing material.
You will see many mobile app development companies pushing to get mobile app developed. Though it might sound fancy to have mobile app, make sure about return on money and value adds you are going to include in that app.
I have convinced lot of my customers to go for only web app or website instead of both mobile and web app. We have lost portion of business and in some cases complete business but it seems right thing to do and warn customers upfront on this topics.
I would like to listen your views on this. Also, if you have confusion regarding your app - feel free to write to me.
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