Mobile apps are ubiquitous. But what are they really for in a business context? This guide explores the purposes, benefits, and use cases that justify creating an app.
Purposes of an App
Deliver Value
Solve a problem or offer help.
Engage Customers
Ongoing relationship.
Monetize
Generate direct or indirect revenue.
Collect Data
Understand behavior.
Differentiate
Experience superior to the competition.
Benefits of having an App
Presence in your Pocket
Available 24/7 on the user's device.
Native Experience
Superior performance and UX.
Push Notifications
Direct and instant communication.
Hardware Access
Camera, GPS, sensors.
Offline Operation
Use without internet.
Loyalty
Users who install are more engaged.
Use Cases
E-commerce
Convenient shopping, push for offers.
Services
Scheduling, monitoring, communication.
Content
Optimized media consumption.
Productivity
Work tools available.
###Social
Connection and communication.
Finance
Banking, investments, payments.
Health
Monitoring, telemedicine.
Education
Mobile learning.
App vs Mobile Site
When App
- Frequent use
- Necessary native features
- Important premium experience
- Engaged user installs
When Website
- Occasional use
- Simple information
- Important SEO
- Limited budget
App Types by Purpose
Product as App
App IS the product. Uber, Instagram.
Business Extension
Complements operation. Banking app.
Marketing App
Engagement and branding.
Internal Tool
For employees.
Monetization
Freemium
Free with upgrade.
Subscription
Recurring revenue.
In-App Purchase
Punctual purchases.
Ads
Advertising.
Transaction
Commission on sales.
Premium Upfront
Pay to download.
For Companies
B2C
Relationship with consumers.
B2B
Tools for business customers.
###Internal
Team productivity.
All Above
Multiple apps for different audiences.
Success Metrics
###Downloads
Range.
DAU/MAU
Active users.
Retention
Returning users.
Engagement
Weather and actions in the app.
Revenue
Revenue generated.
###LTV
User value over time.
Costs and Investment
Development
Significant. Tens to hundreds of thousands.
Maintenance
20-40% of development per year.
Marketing
User acquisition is not free.
Infrastructure
Servers, cloud services.
When NOT to Make an App
Low Usage
Users will not use it frequently.
Resources Limited
Can't keep it.
Website Resolve
Mobile web is enough.
###Timing
Too early for the deal.
Validation Before
Search
Do users want it and would they use it?
MVP
Validate with minimum version.
PWA
Progressive Web App as a test.
Planning
Clear Objective
What app should achieve?
Public
For whom?
Features Core
What is essential?
###Roadmap
Planned evolution.
Conclusion
Mobile application serves to deliver value wherever the user is, on their cell phone. It is justified when there is frequent use, need for native features and ability to maintain. Evaluate carefully before investing.
##FAQs
1) Does every company need an app? No. It depends on the customer's model and behavior.
2) App replaces website? No. Complement. Website for discovery, app for engagement.
3) How much does it cost to make an app? R$50,000 to R$500,000+ depending on the complexity.
4) Can I do it just for iOS or Android? It can, but it lost half the market.
5) Free app generates revenue how? Ads, freemium, in-app purchases, sales leads.
Also read
- What is a Mobile App for - Real Examples for Scaling
- Difference between Website and Application: Strategies for Companies
- App Is Worth It: Complete Guide to Deciding If Your Business Needs an App
- Difference Between Website and Application: Complete Choice Guide
- How Much Does an App Cost: Investment Guide
- White Label App: What It Is, Advantages and How It Works