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Do mobile apps live up to the hype?

David Beharall
After 11 years in professional football David retired in 2006 to set up CandidSky. He currently holds the position of Managing Director.

September 9, 2011

3 minute read

Mobile Apps

Welcome to the world of apps

The world of app development and mobile strategy has got industry experts talking. Are apps worth the time, effort and most importantly investment for companies?

It has been predicted that by 2014 mobile devices will have overtaken PCs. They are more portable, can be customised and are more personal.

Mobile phones do after all live in our pockets and provide quick access to people as well as the internet. They really are the perfect communications platform.

Worth the investment?

Businesses are asking questions about the new found app world and whether it is worth investing in. Many have argued that apps give businesses the chance to connect with consumers and increase brand engagement.

Of course, the app world is a difficult place to make a living but this is true of anything else such as a mobile website or Facebook app. Building an app just for the sake of it or to tick a box in not the right way to do it.

I believe if you want an app for your business you must do it for the following reasons: to create more awareness, to engage with your customers and to increase loyalty.

Apps vs. Mobile Websites

Many have argued mobile websites are more rewarding than apps. Mobile websites do have the advantage that you only have to build it once and it helps you be more responsive to your customers and there are no ties to an app store eco-system. You can perform updates immediately and be more responsive to issues and user demands. Indeed, at CandidSky, we recommend that your website should be the first thing to look at as part of your mobile strategy. After all at some point every customer will look at your website so it is important.

However I do think apps offer more opportunities than a mobile website. They can help with overall usage and can accessing features of a mobile phone such as a camera, a notification system, compass and lower level hardware access, as well as providing convenient monetisation opportunites such as in app purchasing.

When I am asked if apps are worth the investment by clients I honestly think it depends on the digital marketing strategy of that business. If a company is to have an app it must engage, create awareness and increase loyalty. It must also integrate with the rest of the strategy. Get that right and an app is well worth investing in.

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