Mobile applications have been around for more than a decade. That does not mean everyone understands what a mobile app actually is.
Over the years, I have met several small-business owners who insisted that they needed a mobile app. Their assumption was that an app should coexist with their website to serve mobile users.
After some investigation, however, we often discover that they do not need an app at all. In fact, a well-designed responsive website will usually cover all the essentials.
The confusion remains. What are the drawbacks of having an app? How should we explain them to clients? And at what stage of a company's growth does it make sense to build an app?
An App Is Not the Only Solution
Thanks to companies such as Apple and Google, apps are often seen as a sign of appeal or status. It is understandable that business owners want to join this exclusive club, even though it already has millions of members.
Before deciding whether a client genuinely needs an app, consider the following points:
Phone Storage Is Limited
Although premium devices such as the iPhone and Samsung Galaxy are widely used, not everyone can afford them. Many consumers use entry-level or midrange devices, and one of the biggest differences between these categories is storage capacity. Users of lower-cost phones often have very little space to spare.
As a result, they install only essential apps. With limited storage, social apps, utilities, and games tend to come first. If you expect users to install your app, it must be worth the download.
Apps Are Expensive to Develop
Another side of mobile apps is the substantial cost of development and maintenance. For a small business, this can erode the marketing budget. If the app is unnecessary, you should consider whether validating the idea is worth the expense.
Discussing Mobile Apps with Clients
When a client proposes developing a mobile app, our job is to understand their real needs as fully as possible. An app may not be the right fit, in which case we need to guide them toward a more suitable direction.
Clients often arrive with a fixed idea in mind. In these situations, we need to help them find the right path. This does not mean we cannot deliver what they request. It means we should offer what they genuinely need and what will help them most.
To determine whether an app is truly necessary, begin with these questions:
What Do You Want the App to Help Users Accomplish?
At a minimum, clients should have a clear goal for the functionality of their app design. That goal could be anything from increasing sales to helping customers find their way online.
Who Are Your Real Customers?
In other words, we want to identify the app's potential target market. The audience may be narrower than expected in terms of who will actually use it. For example, almost every business has at least some customers who are not comfortable with technology. This group may gain little from using an app.
Why Can't (or Shouldn't) the Website Do This?
This question reveals the details that help determine whether an app is needed. It is about functionality, problem-solving, and marketing. Comparing what an app can do with what the existing website already does reveals the app's real potential.
When Does an App Make Sense?
Once we have the right information, we can judge whether a mobile app would be beneficial. To begin, consider several scenarios in which an app may make sense.
It Takes Advantage of Smartphone Technology
One of the strongest qualities of a well-built, useful mobile app is its ability to take full advantage of device technology. Consider, for example, an app that uses GPS or the built-in camera. Such apps often help users find a particular location or record documents. The need for these capabilities may rule out relying on a responsive website alone to serve mobile users.
It Makes Tasks Easier for Users
This is where an app demonstrates its value. Why would someone take the time to install it on their device? If it helps users complete a task more efficiently than a website, it may be exactly what they need.
It Has a Real Opportunity to Meet Demand
Even a highly useful app that takes full advantage of technology needs a solid user base to justify its cost. This can be difficult to assess, but it helps to consider the client's business as a whole. Review customer statistics and the likelihood that customers would use an app. Also examine how the app could attract new customers. If it has a realistic chance of finding a strong core audience, it may become a significant investment for the business.
Clearing Up Mobile Confusion
Over the past decade, smartphones and tablets have become the preferred devices for many people. It is important to remember, however, that not everyone can distinguish a dedicated mobile app from a mobile-friendly website. For many end users, the boundary remains unclear.
As web professionals, we can help clients understand the difference. From there, we can investigate further and identify what they truly need. It may well be an app. But the website they already have may also provide exactly what they have been looking for.
