Ceri Richmond

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Ceri Richmond

Whether you’re planning your site or it’s already up and running, it may have crossed your mind that you might need a mobile app.

Would it actually benefit your business though? Sure it may look great on your iPhone, and its presence in the app store might engender some prestige, but is it really necessary?

It’s a question surprisingly left unconsidered by a large proportion of brands and can lead to a great deal of wasted time and resources. Pouring effort and money into something you might not really need and that perhaps won’t even be published—it does happen more often than you might expect—is something to avoid.

This isn’t to say that mobile-friendly web presences aren’t of the utmost importance; it is crucial to ensure that your brand and your business are mobile-friendly. According to Tech Jury, 54.25% of internet usage is carried out on mobile phones. With this in mind, it would be a mistake to discount any options regarding these devices and the potential for growth. However, making sure your brand is mobile-friendly doesn’t necessarily have anything to do with apps.

As long as you have a website that uniquely caters for the way mobile users browse, there’s usually no need to worry and you can eliminate the need for an app altogether.

There is also a chance that your app might not get past the development stage. All too many apps have been finished just for the developers to find that their hard work, time and money has gone to waste because the app gets rejected by Apple. They put apps through a review process and their policy is that they must offer something different—something that the website in question doesn’t, or can’t, offer. You can’t just have an app for the sake of it.

To emphasise the point, note App Store guidelines 4.2 which states…

“Your app should include features, content, and UI that elevate it beyond a repackaged website. If your app is not particularly useful, unique, or “app-like,” it doesn’t belong on the App Store.”

“doesn’t belong on the App Store.” Ouch Apple! That’s some emotive language!

In the end, what you really have to ask is, “What could my business/brand get out of an app and what could our users get out of an app?” If the answer to that question is that there’s nothing an app could provide that your website doesn’t already, you should probably avoid going down that path.

You may have questions that are unique to your business when considering app development. We’d be happy to have a chat with you and find an outcome that can benefit both your brand and your users.