How important is having a mobile app for your small business?
If you have a mobile app for your small business, how has it helped your customers or your company? And if you don't have a mobile app for your business, do you have plans to build one? Why or why not?
EDIT: I should've clarified, I work at AppIt Ventures (www.appitventures.com), a mobile app development company. I was just asking these questions to spark up some conversation and see what everyone's opinions are :)
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Jan 29, 2013
I will make my response brief, but hopefully useful. Once you have established your primary market/business differentiator than building an app that allows your customers to tap into that resource (bargain prices, information or whatever) will increase your stickiness. It demonstrates what your company is committed to and that you have streamlined access to it for their convenience.
Jan 29, 2013
Probably not useful at all. Who wants to install and app for each small business they come across. Have a useful web site (responsive is great but not essential - let's face it most new devices have mobile web browsers that can display websites pretty well).
Examples I've come across - hair salon with QR code (so you have an extra step of needing to download an install a QR code scanner app) on counter that you need to scan to get their app. What does the app do? They did not even know - some sales guy told them they need one.
Mortgage broker app that allows me see commission rates in various areas - why do I need an app, just give me a web app (in other words something that requires no install and works in my web browser).
If your business is considering an app then with a few specialized exceptions opt for an HTML5 web app, not a native (iOS or Android) app. It will cost you less, work on most popular devices, and does not require customers to install anything.
Just look at the change in Apple's fortunes in recent weeks (I am not taking sides here, just pointing to how quickly the environment in which apps live can change) - do you want to put all your investment in a specific vendors platform? The web is open and that has allowed it to flourish - apps are no different and in the end HTML5 apps will be a better option.
The key question: How does the app add value for your customers and what pain does it remove or gain does it provide. Not sure? Head over the Business Model Fiddle http://bmfiddle.com and work it out on a Business Model Canvas. (Disclosure: Business Model Fiddle is a free HTML5 app that I built to help businesses learn about and use the Business Model Canvas)
Jan 29, 2013
You make some good points. For many it doesn't make sense to have an app when a mobile site would offer the same functionality. For others, it might make sense if they can create some extra value with it. I'd say it depends on the small business, and more importantly, on their customers.
Regarding QR codes, I know not everyone has a QR code scanner app, but many people do. QR codes haven't gained the traction many expected but they aren't completely obsolete. (Not that I want a hair salon app, either...)
Jan 29, 2013
A mobile friendly website certainly! However your customers are not the only ones who want apps. Getting a developer in to make apps for your staff to use can be very motivating. If anyone is interested this is one of the services I provide. For example, do your staff have to remember formulas? Do you need constant access to documents offline? There are many sort of apps your staff can have to make working more efficient. Especially for a small business
Jan 29, 2013
Interesting idea. We develop apps too, but so far have not had anyone come to us with an app idea for their own employees, specifically. Have you made an app like this before?
Feb 5, 2013
Yes, it is a really untapped market, most people think of the app stores as the only distribution method.. There are more.
Feb 2, 2013
hi Brandy.
Great question, and very important for every business owner to understand the need for a mobile app and for a mobile site.
I believe a mobile app is important to every business with a unique value proposition to its clients. and if the business does not yet have a mobile app, it needs to offer one in order to get an advantage over the competitors.
At the same time a mobile suitable site is also a must, if not more so than the mobile app.
Mobile sites are the first front potential consumers see in respect to the business. whether it's when on the road, when on the go, hearing an ad on the radio or even at home. once you get your clients on the mobile site, from there you can offer them the most important info about your business (location, sales...) and of course offer them to download the mobile app for better experience.
good luck
Feb 28, 2013
Great discussion- great question Brandy. I think it really depends on your target market- do they use apps? Or would it make more sense to build an internal organization app that employees can use to better perform their work?
Mobile platforms are definitely trending- i think the value of them is how it can benefit bothy our organization internally by improving processes and systems and/or for your customers and end users.
Jan 29, 2013
I think the first thing to mention is depending on your company, you may want to consider having a mobile website instead of an app. Or you may want to have both. For more information about a mobile app vs. a mobile website, this question is relevant: http://www.mosaichub.com/open_forum/question/mobile-app-vs-mobile-website
I think the first factor for deciding whether you want an app/website should depend on the size of your company. If you have a lot of resources, I'd almost definitely recommend having an app/website (or both) unless there's very little value for your site to do so.
If you have less resources, this question becomes tougher. Mobile traffic makes up roughly 13-15% of Internet traffic right now but is rapidly growing (http://en.wikipedia.org/wiki/Usage_share_of_web_browsers#Desktop_and_mobile_browser_usage). To put its growth into perspective, about a year ago it was around 8%. So the option of building a mobile site/app is definitely becoming more important each day.
Ultimately, I think you have to ask yourself stuff like: what's my target audience? Is there any content/product I have that will allow me to make money off a paid app? Does my content/product appeal to mobile users (e.g. search/local does, a photo-editing flash app wouldn't)?
Jan 29, 2013
Fantastic overview. A lot of businesses choose to make a mobile app because the competition is doing it, but your questions are great ones to ask in order to determine how much value an app would really add for the customers. The resources aspect is important too, since a mobile website is much less expensive than a good quality mobile app.
Jan 29, 2013
Hi Brandy,
I wrote this blog piece recently that I think might help a little bit:
http://blog.sitecaddy.com/2012/10/responsive-websites-mobile-websites-and-apps-whats-the-difference.html
I do not know what you business is, so hard to answer the question. But unless there is a strong need for an app, I would say to focus on (1) a truly responsive version of your corporate website and then (2) a truly mobile version of your website. Then if you still need an app - have at it!
Cheers,
John
Jan 29, 2013
I should've been more clear -- I actually work at a mobile app development company, I was just looking for outside opinions on the topic. I agree with you 100%, though! Many businesses seem to want a mobile app simply because their competition has one, but it's a lot more important to consider what value an app adds for their customers. Your article makes a great point, there is a ton of overlap between the functionality of an app vs. mobile site. So it makes sense to focus on the less expensive one first!
Jan 29, 2013
Nice article, though I think responsive mobile sites are kind of a mixed bag (if I'm understanding it right). Ideally, you want to present an ideal interface on all platforms. And ideally, you'd have a team developing specifically for each platform (mobile/tablet/computer). But what I don't think works is having the same interface for both mobile and computer like Microsoft is trying to do with Windows 8. It seems like one of the interfaces will suffer.
Feb 5, 2013
Brandy - thanks for the comment, and I think we're generally on the same page. ;-)
Feb 5, 2013
Chris thanks for your comment too. But I don't think we quite agree. If we're talking about an ideal world - yes - your big IT team would be developing unique and purpose-built front-ends to ideally leverage the media/screen on which your content is displayed. But for the vast majority of small to medium sized business that do not have the resources to build or the time to maintain, responsive sites - when done properly - can provide their visitors with a a "good" experience across a range of devices.
Feb 5, 2013
I think that if you start with a responsive site, you take a lot of pressure off the need for apps and mobile versions. They become "nice to have" and not "absolutely necessary". So often the best laid technology plans crumble in the face of the boring reality of the clients' available time and resources.
Feb 5, 2013
You make some good points, John. Things usually aren't ideal and resources are always limited to some extent. A better way to make my point is I think most responsive designs are ultra-simple and are limited on desktops/laptops. This is fine if you're producing something simple like a blog but if you're working on anything more complex, responsive will limit you. And while mobile is rapidly growing, it still only represents only 15% of traffic and likely won't be close within the next few years.
Jan 29, 2013
Mobile app? Ehhh....
Mobile website? A MUST!!! 2012 was the first year that tablets outsold computers & laptops, and mobile search will exceed traditional online search soon.
Jan 29, 2013
I agree that a mobile website is a requirement at the very least. Nothing is worse for UX than trying to use a non-mobile-friendly website on a smartphone or a tablet! For certain businesses, a mobile app makes sense too, while for others, there would be little value added to use an app over a mobile site.
Jan 29, 2013
I just finishing writing an article on this topic from a marketing perspective! Here is the link- I think some of the folks reading this discussion will find the info helpful. https://www.box.com/s/xb9q1kr5uke0ajgypoly
Jan 29, 2013
Great article, thank you for sharing! That's a very helpful overview of mobile websites. I really liked that you showed a comparison picture to help people visualize the difference -- a lot of people think that a website is mobile if it can simply show up on a mobile device, but your comparison shows that there is a clear difference. You also present several good arguments for why a mobile website is so important and truly does have an ROI.
Jan 29, 2013
It depends on the type of business and what will app do for its users.
Will it make their lives easier? solve a problem? take their experiences to a higher level? and many other user-base questions ... the answer to those questions should lead you to the conclusion if a business needs a mobile app.
As for a mobile website, a website should be responsive regardless.
Jan 30, 2013
I'm with you -- a website should always be responsive; I'm shocked at how many businesses still have not invested in having a mobile-friendly website. And those are great questions for determining how much value an app would add over a mobile site.
Apr 26, 2014
See it all depends on types of business . For example if u owns a taxi company than u must have a mobile app but if u have a business which does't depend on mobility access than it's fine to have a website and just make it mobile compatible.
There can be other aspect of this requirement as well depends on ur business .
Apr 26, 2014
Is there an example of a business that doesn't require a mobile app? Hard to find one. Please give me an example if you don't mind.
Feb 15, 2018
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Read more 7 ways small businesses can benefit from mobile apps
May 4, 2018
Very important. It makes you stand out and provides an extra channel to promote your business. It does not have to be in the App Stores per se. But at least a progressive web app is recommended. A service like https://igenapps.com can help with that. No coding required and manage the app from your phone. Submission to App stores is possible as well.
Jan 29, 2013
It very much depend on the business you are in. Would a plumber need an app? A grocery store on the corner? A hotel? It depends on the type of end user/customers you have.
Mostly you need a good mobile web solution if your aim is to convey messages or having something like an online brochure.
If you have active customers that benefit from some new functionality tied to your brand then an app works as a great marketing tool. For instance we (http://pingpal.se/) provide a platform for developing positioning apps, a feature app that is very popular in the outdoor industry. For instance, finding your friends in the slopes at a ski resort provides a good service and therefore builds brand of that ski resort, more than just providing an online interface to your customer service and bookings. An app can then also be extended with alarm and alert functionality etc. Providing some more extra safety features and value to your customers.
So in my opinion you should only go for an app if you can add some real value to your end users, If it is more of an info channel you are after, go for a mobile web solution.
Jan 30, 2013
Love the idea of the ski resort app -- I'm out in Colorado so I'd like to get my hands on that!
I agree with you, too, it's all about the real value added. There's not a lot of point to having a mobile app just to say you have one, but there is a point if it does something the end users will truly appreciate.
Feb 5, 2013
Thx Brandy, glad you liked the idea. What kind of phone do you have? We are processing our iPhone app through the app store. We've been turned down several times since we want to do much more than Apple will allow us. More automated stuff like auto-reply of your position. Good to have when you've crashed into the trees... Anyway iPhone soon and Android in a couple of months. Please sign up for our newsletter on our website to get notified when the app is available.
Feb 5, 2013
and yes I forgot; this is just our show off app. Hopefully we will get some of the resorts as our customers and they will release even more advanced features based on our platform and backbone :)
Feb 6, 2013
Very cool. I have an iPhone so I'll keep a lookout for your release. Good luck getting things worked out with Apple, I know how that goes! They can be pretty strict with us developers. :)
Feb 2, 2013
Can you please elaborate more? There are many ways an app can help a small business; I'm curious to hear about your particular experiences.
Feb 2, 2013
If you already have a responsive design website (.i.e a site that adapts to whatever device is being used to view it, just like most modern wordpress themes are) then there's no need for a mobile app. This would save you a lot of time and resources that could be better ultized elsewhere.
If however, you do have the time and resources to invest in a mobile app and its something that your clients have indicated that they need, then by all means go ahead and get one.
Feb 5, 2013
Very Very Important !
Feb 6, 2013
Hi Dimitris! Would you mind elaborating? Any personal experiences you're willing to describe?
Jun 16, 2013
Hi there,
I have been in the online industry since 2010 & became very involved in mobile marketing. In fact I have been so involved I have started up my own off line business helping local businesses advertise on mobile with mobile apps & mobile websites.
Mobile for business is a must & I am so glad I have became part of this amazing opportunity so I can help small business owners learn how to advertise the new way.
Mobile is massive & is only just started. I love what I do & love helping others to adapt to changes fast.
All the best
Craig
http://appsformybusiness.co.uk
Apr 3, 2014
For every business, a mobile app was necessary. It may give 30% boost in conversions.
As far as other business are concerned, it depends on their target audience. I would suggest them to know the answers to these questions.
1. Do they use mobile to visit your website?
2. Will they download mobile application?
3. Will the application be useful to them on a regular basis?
If they have the answer of these three questions, they will come to know that whether they have to go for mobile app or a mobile website.
Great point, I like your emphasis on tapping into what customers would want in an app to make it really valuable to them.