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Does Your Business Need an APP

THE APP OPTION DOES YOUR BUSINESS NEED ONE? Getting a piece of the mobile app market can be tempting, but don't build an app just to say you have one. For many businesses, a well-designed mobile website can be just as effective. THE APP ECONOMY Connected consumers worldwide are increasingly reliant on their smartphones to access content. Of all mobile phones sold last year, 19% were smartphones.. SMARTPHONES SOLD WORLDWIDE IN 2010 297 MILLION SMARTPHONES At the end of 2010, 28% of U.S. mobile subscribers had smartphones. 1.6 BILLION TOTAL MOBILE PHONES WORLDWIDE APP DOWNLOADS WORLDWIDE APP REVENUE (PROJECTED) 17.7 BILLION $15.1 BILLION 8.2 BILLION $5.2 BILLION 2010 2011 2010 2011 KEY PLAYERS ovi ANDROID MARKET APPLE APP STORE BLACKBERRY APP WORLD MICROSOFT MARKETPLACE NOKIA OVI STORE SAMSUNG APPS THE WEIGHING GAME So with all that growth, why wouldn't your company want to get in on the app market? Here are some things to keep in mind. WHAT'S YOUR STRATEGY? A mobile app is a marketing tactic, not a strategy. Mobile marketing is communicating with consumers in an uncluttered way - an app is just one way of doing that. Decide what your goals are before deciding to build an app. HOW DO YOU WANT TO CONNECT? Apps provide a feature-rich user experience. What kind of experience do you want to provide for your customers? Think about how you'd like a consumer interact with your brand. WHAT'S YOUR FOCUS? A mobile app should be focused on one of three things: utility, content, or entertainment. If you can't decide among those options, an app might not be the best way to meet your goals. APP vs. MOBILE WEBSITE Though smartphone users spend more time using apps, mobile web is still used often in several categories. And for some businesses, a mobile site could be a smarter option. Consider the following. SMARTPHONE USAGE (AVERAGE MINUTES PER MONTH) USERS ACCESSING CONTENT THROUGH MOBILE WEB MESSAGING 671 | 86% | 85% 66% APPS 667 VOICE 531 WEB 422 NEWS SEARCH COMMERCE APP MOBILE WEBSITE Apps only work on the devices they're designed for. Choose an app if you're looking to target a niche market based on device. Mobile websites can be designed to work on any device with a web browser. A mobile site can have mass-market appeal. MASS MARKET VS. NICHE Apps provide more feature-rich functionality because they work with the device's native applications like GPS navigation Mobile sites are a good choice for delivering search- based content; plus, it's easier to drive ad traffic to END-USER EXPERIENCE a mobile site. Building an app for every different target device can quickly become costly. Plus, updates require more development and app store approval. Initial costs for developing a mobile site are offset by less cost to maintain over time. If mass marketing is your goal, a mobile site could be cheaper. STARTING COSTS BuySellAds. Sources: Chief Marketer, Business Insider, InfoTech, Gartner, Zokem, Nielsen

Does Your Business Need an APP

shared by kcatoto on Jan 27
Most devices considered smartphones today use an identifiable and open operating system, often with the ability to add applications (e.g. for enhanced data processing, connectivity or entertainment) -...


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