App’s potential success
The success of an app is integral to the company’s success, and therefore it is crucial for them to understand how they can achieve this.
For the app to reach its full potential they have to ensure they deliver a real value to the consumer; users who choose to browse on mobile apps are time-poor, and thus look for speed and convenience. An app, therefore, has to deliver real customer value at every step to encourage loyalty (The Telegraph, 2018).
An app that can easily be used on-the-go with plenty of seamless features is the most appealing for a number of reasons:
- The best-loved apps focus on one specific and useful function.
- It is important that the app is original, that it succeeds where other applications fail, and that it solves a problem or entertains an exciting new idea.
- The virality of the app is crucial; incorporating mechanisms in the core functionality which allow consumers to potentially attract a network of new users (Word of mouth), by incentivising the consumer to invite friends or colleagues to use it too (Forbes.com, 2018).
- The compatibility for various mobile platforms; Android is by far the dominant platform, with over 50% of the market share. Developers, therefore, have to ensure the app is designed to work on every available platform.
- As the app audience grows, retention rates can drop, so it is relevant to send regular notifications to the consumer outside of the application.
- It is very important to remember that every exception and error is noted and tracked from both an operational and user perspective. This offers insights on what needs to be ironed out in the software, but also how users react to these issues.
Risks of launching an app
The biggest risks of launching an app are quite numbered, there is always a risk of building and launching an app that users don’t want or don’t use, this can happen if the development of the app is approached from the wrong perspective such as (Stangarone, 2018):
- The risk of unsustainable user growth, this is the opposite effect of no usability, what if too many people are using the application and the growth is too rapid. Is the company able to deliver a service with a large influx of customers?
- Risk of security breaches, this applies to any type of web or mobile application, this can lead to developers underestimating the need for security precautions within the app. Especially if in-app purchases are involved, including the storing or card and personal client information within the app.
- The risk of investing in a platform that you cannot control- if a company invests a lot of many developing a specific app for that respective platform and the platform closes or changes. The app risks being unused or in fact, lost.
- Not knowing your target audience, although it is easier to market an application more broadly, a well-defined demographic will lead to higher conversion and retention rates (Clearbridge Mobile, 2018).
- Risk of tying yourself to one specific platform, should the app support every platform, or just penetrate one? This could limit the company’s future and the exposure of the business. E.g. if an app is just created for iOS, then this limits users who use android or windows phones.
Following journal article reviews, it is evident that the mobile sector is newer and rapidly growing sector. There is a global positive impact of mobile applications. Mobile applications are running on a small hand-held device which is moveable, easy to use and accessible from anywhere and any place (Tahidul, 2010).
This article highlights the challenges that apps face, such as the small screen size, will this impact some of the graphics or make it difficult to view text. Lack of window, unlike a desktop you can only view one page at a time on a smartphone, the speed may be impacted, if the mobile platforms connectivity is slow then people will not sue the app.
According to a study conducted by the international journal of software engineering and applications (N Inukollu et al., 2014) 44% of users expressed that they would expunge a mobile app immediately if an app did not perform as expected. App users would not only uninstall the application but will actively leave a negative review of the app. With the increased use of social media and word of mouth being so popular, negative reviews spread rapidly and can rigorously affect the reputation of the company.
However a case study conducted by the Journal of Business Cases and Applications (Ford, 2013) believe that apps will eventually supplant standard internet websites, this is likely to accelerate for reasons such as mobile applications can be accessed from virtually anywhere without the need for a larger device (computer). Additionally, many companies have created a mobile version of their website to provide faster loading times, optimised user interfaces and other features to add to the functionality of mobile browsers.
Overall App’s are the future to development, their value proposition is too high, it is just important for companies to utilise the functionality, the access, the speed and branding to unlock the apps full potential (Forbes.com, 2018).
Clearbridge Mobile. (2018). 10 of the Biggest Mobile App Launch Mistakes to Avoid. [online] Available at: https://clearbridgemobile.com/10-of-the-biggest-mobile-app-launch-mistakes-to-avoid/ [Accessed 15 Feb. 2018].
Econsultancy. (2018). Mobile app usage grows by 28%: Where are users spending their time? [online] Available at: https://www.econsultancy.com/blog/68855-mobile-app-usage-grows-by-28-where-are-users-spending-their-time [Accessed 15 Feb. 2018].
Emarketer.com. (2018). How Users in the UK Engage with Mobile Apps – eMarketer. [online] Available at: https://www.emarketer.com/Article/How-Users-UK-Engage-with-Mobile-Apps/1013504 [Accessed 15 Feb. 2018].
Forbes.com. (2018). Forbes Welcome. [online] Available at: https://www.forbes.com/sites/avidlarizadeh/2013/07/19/eight-tips-for-a-successful-app/2/#6fa2e5487e7f [Accessed 15 Feb. 2018].
Forbes.com. (2018). Forbes Welcome. [online] Available at: https://www.forbes.com/sites/forbestechcouncil/2017/08/29/the-future-of-mobile-apps-is-now/2/#4da6335940b6 [Accessed 22 Feb. 2018].
Ford, C. (2013). Smartphone Apps on the Mobile Web: An Exploratory Case Study of Business Models. Journal of Business Cases and Applications.
Islam, R. (2010). International Journal of Engineering & Technology. IJET-IJENS, 10(06), pp.72-75.
The Independent. (2018). The 20 most popular apps in the UK. [online] Available at: http://www.independent.co.uk/life-style/gadgets-and-tech/news/uk-phone-apps-most-popular-smartphone-facebook-instragram-netflix-a8084216.html [Accessed 22 Feb. 2018].
N Inukollu, V., Keshamon, D., Kang, T. and Inukollu, M. (2014). Factors Influencing Quality of Mobile Apps: Role of Mobile App Development Life Cycle. International Journal of Software Engineering & Applications, 5(5), pp.15-34.
Stangarone, J. (2018). 7 hidden risks of native mobile app development – mrc’s Cup of Joe Blog. [online] mrc’s Cup of Joe Blog. Available at: https://www.mrc-productivity.com/blog/2013/11/7-hiddens-risks-of-native-mobile-app-development/ [Accessed 15 Feb. 2018].
The Telegraph. (2018). 9 top tips for creating a successful app. [online] Available at: http://www.telegraph.co.uk/connect/better-business/top-tips-for-creating-a-successful-app/ [Accessed 15 Feb. 2018].