Voice of Denver: The Ins and Outs of Mobile Apps

Today's world is swarmed with smartphones and people accessing information at all times and in any location. No one can deny the society changing effect smartphones have had. And nobody should be left out of benefiting from such technology.

 

Based on research by the Online Publishers Association, 93 percent of smartphone users access content and information on their phones. In fact many people that work in offices with locked down networks use only their phone for on-the-job research. This should make it clear that if you want to get your brand in front of everyone, you have to go mobile.

 

Easier said than done. There are an array of options and services available to help you break into the mobile arena. Mobile web, mobile applications, mobile Facebook. When I get asked about such options I often find myself saying, "Everybody needs a mobile app." Which is true, but why, and how do you determine what type of app you need?

 

There are of course the obvious reasons, revenue for example. If you already sell products online then you already have a great jumping off point. Build an app that ties into your existing merchant account, inventory and delivery systems. Done.

 

Or build your app to provide a value or service that users need. If you have an online diet program, an app is a perfect next step. Sure, users can access your site via the browser on their phone, but come on, we all know how annoying that can be. Open the browser, type in, search for or select the bookmark to the site. Wait for the page to load (hopefully it remembers your login), and then zoom in and out clicking tiny links all the while wishing you had a mouse to use. All of this to record the salad you had for lunch?

 

Even on mobile-optimized sites, you still deal with unnecessary loading every visit. And offline access? Forget about it.

 

No, an app is just that, an application. Something you use everyday or at least more often than the casual browsing of web sites. It’s an experience. It should take advantage of all phone features and display content from your existing systems in a streamlined manner.

 

But, what about those edge cases? What if your not selling products or providing a service that users can directly interact with? There are still plenty of advantages to creating an app. Be "The Authority" in your field. Build an app that becomes the go-to resource for all things related to your field.

 

For example, don’t just sell cupcakes in your app, create an app for cupcake connoisseurs. Provide a social platform to share images and recipes, include directions for how to make cupcakes and perhaps a nutrition calculator based on the ingredients someone is using. You could even provide notifications when featured chefs add new content.

 

If you provide a tool for both direct users (consumers) as well as industry related users (the chef at the bakery down the street), it will create more brand awareness. It may sound like overkill, but apps provide a different platform than the Web, and with that comes new opportunities.

 

A tool can be used by people nationwide as well. So even if your delivery area is five square miles in Denver, if you provide something more in your app, you make it relevant for everyone.

 

Also, adjust what you think of as "an app." Apps are not just games, regurgitations of websites or simple e-commerce tools. Mobile platforms offer an opportunity to do more. Tools such as GPS, built in cameras, accelerometers, Android widgets and push notifications are mobile-specific and can provide your users a unique experience.

 

Think about ways to engage your users on a daily or weekly basis. With everyone's busy schedule don’t wait for them to take action, take the initiative and get your brand, deals or specials in front of them right away with an app.

 

One last thought: Call an expert. There are so many variables and changing technology that trying to plan or budget an app by yourself is like doing your own dental work. It just doesn’t make sense. Companies have teams of people whose full-time job is to keep up and know everything about mobile technologies. Make sure the company you use has a history of successful apps and can not only push the pixels and write the code, but can help with your larger app strategy.

 

Remember, you get what you pay for these days, beware the cheapo developers promising the world for next to nothing. A poorly planned or poorly developed app can end up not only costing more money, but more time and headaches as well. And perhaps worse of all, it can cost you customers.

 

Perhaps I should change my statement from "Everyone NEEDS an app" to "Everyone CAN BENEFIT from an app." The ROA (return on app) can come in a lot of different forms from cash to brand awareness to national exposure. The key is thinking outside the box.

Nathan Kurach is Founder of AgentSolid, a mobile app developer in the Golden Triangle.

Voice of Denver is a bimonthly featured post from Denver's entrepreneurs, experts and raconteurs. Contact us if you'd like to stand on our soapbox.