Advantages and Disadvantages of Mobile Applications for a Business
The previous blog post looked at necessary guidelines and recommendations in order to create a successful mobile application for my company of choice; Bobbi Brown. This blog post will assess the pros and cons attached to the presence of an in-depth mobile app with various different possibilities.
Advantages:
- An entertaining platform for customers: The idea of the mobile application for Bobbi Brown mainly consisted of implementing an Augmented Reality system where users would be able to try specific products straight onto their faces. This idea would provide an entertaining activity for customers and encourage them to browse through dozens of products, and have the possibility to purchase them instantly through the app. Furthermore, a mobile app can provide different services such as the usage of GPS location to be informed of location based promotions or rewards.
- More convenient user experience: It is easier for customers to simply browse through products on their phone rather than having to take time to visit a physical store. Some people have busy work lives and may not have the time to do so. A mobile app gives them a convenient alternative.
- Higher profits generated through the application: Having an AR system where users can try on products specifically on their faces will certainly increase the amount of online sales through the application, which in result will generate higher profits for the company.
- Spread awareness of the brand: This mobile app can be linked to other social media platforms such as Instagram or Facebook, and this will attract more people to the app, which will spread awareness of the online AR option the company provides.
- Additional security for customers: Mobile applications go through a thorough approval system before they are allowed to be present within an app store. This ensures customers that their personal information is safe.
Disadvantages:
- High costs: Although building a sophisticated mobile application has its advantages, it also means the company must spend a lot of capital to have an efficient system. For example, there must be two versions of the application developed, one for Android and another for Apple phones. Furthermore, this sort of advanced app most likely means a specific new team of professionals is required in order to develop the AR system. This sort of technology is expensive.
- Complex app development and maintenance process: It takes a significant amount of time, research, and accuracy in order to provide a well-functioning app to customers. If the app fails to function properly, this will only create a negative impact for the company. Furthermore, after the app is developed, frequent updates are required in order to keep up to date with mobile phone compliances.
- Profit sharing with app store: Unfortunately, a portion of the profits generated through mobile applications go towards the app store in which the application is located.
- Additional efforts towards marketing: Excessive amounts of marketing are required in order to spread awareness of the new features of the application.
- Personal Data Risks: Although there is regulation of personal data safety to a certain extent, several companies have faced issues regarding the leakage of user information through 3rd It is important to take the necessary steps to prevent this sort of scandal which can seriously harm the reputation of a company.
References:
Jain, A. and Shanbhag, D. (2012). Addressing Security and Privacy Risks in Mobile Applications. IT Professional, 14(5), pp.28-33.
Kim, M. and Lennon, S. (2008). The effects of visual and verbal information on attitudes and purchase intentions in internet shopping. Psychology and Marketing, 25(2), pp.146-178.
Victoria Magrath, Helen McCormick, (2013) “Marketing design elements of mobile fashion retail apps”, Journal of Fashion Marketing and Management: An International Journal, Vol. 17 Issue: 1, pp.115-134, https://doi-org.ezproxy.brighton.ac.uk/10.1108/13612021311305173
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