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Top 5 Reasons Why Mobile Apps Fail

Paul Francis — 2015-08-31T00:00:00+00:00

Mobile apps have become a priority in today’s always-connected world, and they provide a golden opportunity for small businesses to compete on a level playing field with the big boys. Yet customers have literally thousands of apps from which to choose, and it is easy for yours to get lost in the crowd. In addition, some apps are inherently broken, whether due to design flaws or unfocused ideas. To give your mobile app the best chances for success, make sure you avoid the top 5 reasons why they fail.

##1. Not Providing Mobile Web Optimization Mobile apps are a hot new trend, and many business owners jump into the market without a clear understanding of how they work within the larger context of digital sales and marketing. One of the biggest mistakes is creating an app too early. Customers expect apps to be not only engaging, but also useful. The best way to make your app useful is to develop a full mobile framework around it. Optimize your website for mobile devices. Make it easy to contact you, order products, or schedule appointments from a mobile device. Then, once all the bugs are ironed out and your site is working well across a variety of mobile devices, design your app to fit into that framework. Otherwise, you risk alienating users from the outset. ##2. Lack of Focus and Coherency This also happens when you jump into the mobile app market too quickly. Many business owners know that they want an app, but they have little or no idea what they want the app to actually do. This can lead to the tendency to go for flashy bells and whistles over real substance, and your app just becomes a confusing mix of cool elements rather than a coherent whole. Fight this issue by sitting down and drawing up an overall plan for your app. Decide what the message is, what you want your customers to do in the app, and how you will provide logical pathways. Then meet with your development team to create a full mockup before you begin. Remember, every element you choose should play an important role in supporting the main point of the mobile app, which should itself support your overall brand. ##3. Designing for Your Brand Instead of Your Customer At the opposite extreme, some business owners fall too deeply in love with their own brand. Like filling your website with a list of features rather than explaining how you can solve your customer’s problem, designing your app for your brand rather than your customer is a recipe for disaster. To combat this tendency, perform market research to drill down on exactly who your target customer is. Then figure out how that person thinks, makes buying decisions, and interacts with technology. Design your mobile app to meet that person’s needs. ##4. Basic Design and Development Errors Some mobile apps are doomed from the outset due to fundamental design and development flaws. The best way to protect your app is to hire a trustworthy mobile app team and form a partnership. You know your brand, while the development team knows the technology. Together, you can create a cohesive, tightly streamlined mobile app that conveys whatever your message is while following the best practices for app design. ##5. Missing Engagement and Marketing Opportunities In the crowded app stores, it is not enough to simply design and build an excellent mobile app. You also need to figure out how to promote it, and how to use it to engage with both current and potential customers. To market your app and find engagement, maintain an active presence both on the web and on a variety of social media channels. Respond to customer reviews both inside and outside of the app. Remember that a negative review gives you the opportunity to take in valuable feedback for improvement, and to turn around the opinion of the reviewer. It also shows potential customers that they are valued, and that their opinions are taken seriously. Also find a way to encourage customers to interact with each other. Depending on your brand, this might take the form of multi-player games, contests, forums, or something else entirely. Make it easy for early adopters to share your app with their friends and family, and create a reason for them to keep coming back.

Do you need an expert in mobile app development? With a team of specialists covering a wide range of skill sets and backgrounds, The BHW Group is prepared to bring your vision to life. Contact us today to discuss your ideas.

Hybrid Mobile Apps

Paul Francis — 2015-06-12T00:00:00+00:00

Overview of hybrid mobile apps

Hybrid mobile apps are an attempt to reduce the cost and barrier to entry for mobile app development. They do this by targeting multiple platforms using a single codebase written in HTML, CSS, & Javascript. Apps that take this approach are created much in the same way that modern websites are made, but rather than being viewed in a mobile web browser, the app is placed inside a small native wrapper that allows it to be submitted to app stores and installed like any other mobile app. If all goes according to plan, developers will never have to write a single line of native code and users will not have the faintest idea that they are using a hybrid app.

The hope is that hybrid mobile apps can significantly reduce development costs and drastically increase the number of developers who are capable of developing apps. This article will explore how close hybrid apps come to achieving this dream, explain several key limitations of hybrid apps, explore their ramifications in the industry, and finally outline how hybrid mobile apps fit into our overall mobile app development approach.

What is so great about hybrid mobile apps?

Recently there has been a surge in popularity of hybrid mobile apps. But what really makes them so great? One of the biggest advantages is that they open the door for web developers to the mobile app stores. JavaScript, the primary client-side language of web development, is the eighth most popular programming language according to tiobe.com. Java, the primary language for Android, and Objective-C, the primary language used for iOS, rank 1st and 14th respectively. Since hybrid mobile apps allow developers to use JavaScript instead of the individual native platform languages, this creates a huge influx of developers. Additionally, companies that once only offered web development services can now begin offering mobile app development services as well. With a larger supply of capable developers, the cost of development will decrease and the number of apps in the stores will continue to grow.

Another massive advantage is that traditional mobile app development requires separate codebases for each platform the app targets. With multiple codebases, development time is increased and so too is the time required to QA each version. This also means that your development team will be larger and thus increases the likelihood that the app behaves differently on each platform. By building a hybrid mobile app, all versions are kept in sync. You will still have to QA the app on all targeted platforms, but the versions should behave the same in almost all cases.

A final triumph of hybrid mobile apps is their ability to convert existing web apps to mobile apps. This will not work in all cases and the time needed can vary significantly, but if you already have a web app that works well on mobile browsers, odds are you can fairly easily convert it to a hybrid mobile app. This works best if you planned to do this all along, but we have had great success taking web apps we built within the last few years and bundling them as a hybrid apps well after the original web app launched. Since creating a hybrid mobile app is so much like making a mobile website, often you simply have to go back and repackage what you already built.

Who uses hybrid apps?

it is generally a good idea not to hop on the latest technology trend too soon. Early adopters often have significant growing pains, have to respond to frequent updates and changes, and risk buying into something that might not last more than a year. But, identifying a new technology that can significantly reduce your costs and help get your app live sooner can put you ahead of your competition. So, it is often a good idea to look at other top companies and see how they are approaching and adopting new technologies. With this in mind, here are a list of some highly successful hybrid mobile apps:

It is equally important to understand why these companies chose to go with the hybrid app approach. Still more important is finding companies that choose to go in a different direction or ones that once had a hybrid app, but abandoned it in favor of another approach. Finding these stories will help you understand the shortcomings of hybrid apps and better understand if going hybrid is the proper approach for your app.

What are some common problems with hybrid mobile apps?

Many apps begin down the hybrid path, only to realize too late that there is going to be a serious problem with the chosen approach. For this reason, it is paramount that decision makers understand the shortcomings of hybrid apps before getting started. Here are some common issues faced when working with hybrid mobile apps:

UI sluggishness on animations.
Memory related issues on memory-limited devices.
Lack of packages or built-in support for desired native functionality.
UI/UX uniformity between platforms, rather than a platform-specific look and feel that many users expect.
A later project milestone will add to the project scope, something that is very difficult or impossible to do with a hybrid app.

These issues vary in severity from project to project and between hybrid app libraries. Some of these are deal breakers, whereas some are an inconvenience that is justified by the project's lower budget. It is important to get an informed and unbiased opinion prior to selecting the approach and technology before beginning any mobile app project.

How much do hybrid mobile apps cost?

Hybrid apps should be moderately less expensive than native apps, IF you are targeting more than one platform. They should also be cheaper to maintain and test since they use a single code base. They also might be more cost effective if you already have web developers on payroll, since now they will be able to work on your mobile app as well. It is not always true that going hybrid will save you 50% when targeting iOS and Android, but in our experience you can expect to save around 30% to 40%. This of course is reliant upon a hybrid app being a good fit for the project.

Like almost anything else in web and mobile development, there is not a one-size-fits-all cost equation and the total cost of a project could be less if you go native. It all depends on understanding the options and choosing the best one for your app. Hybrid apps have the potential to be cheaper, but that is not always the case.

How do hybrid apps compare to native mobile apps?

Hybrid app advocates would like you to believe that they deliver the exact same experience as native apps but with a substantially smaller price tag. For the most part, they are correct. Hybrid apps can be submitted to the app stores just like native apps. They can be downloaded by users just like native apps. They perform much in the same way as a native app and as we have already discussed they can be significantly less expensive to make than native apps.

However, there are some differences when it comes to performance, inter-app operability, animations, and native functionality. Since hybrid apps are basically a web view, they can be a bit sluggish and less responsive than native apps. This is particularly apparent with animations (such as the iOS tray open and close animation). Additionally, when a hybrid app wants to use native functionality, like accessing contacts or calendars, they have to rely on various packages. If there is not an existing package that performs your desired task, you might have to make your own. This is made more difficult by the fact that these packages must be written natively for each platform you are targeting. So much for not having to learn Java or Objective-C! A few other ways hybrid apps fall short of native apps include offline functionality, memory usage, and overall developer support and documentation.

How do hybrid apps compare to responsive websites?

Responsive websites are actually quite similar to hybrid apps. In many ways, you can consider the mobile form of a responsive website as the core of a hybrid app. A responsive website has the HTML, CSS, & Javascript needed for the site to be functional on mobile devices. The content, styling, and logic can be the exact same for both. The hybrid app simply involves taking a web app and packaging it in a native wrapper. You have to ensure that the user experience still works in this form, but it is very possible that no additional work is needed to convert your responsive website (or mobile website for that matter) to a hybrid mobile app.

This means the most significant difference between the two is how they are accessed. Responsive websites are viewed in mobile browsers and benefit from your traditional Google SEO. Hybrid apps on the other hand are found in app stores and installed to your phone’s home screen. This has a huge array of benefits, many of which I discuss in my previous article on mobile engagement.

How do hybrid apps compare to cross-platform native apps?

Cross-platform hybrid apps are apps built using a single codebase, but compile to native code for each platform. Popular cross-platform technologies include Xamarin and NativeScript. These technologies compile code to native binary, making them true native apps. Being native, they have the ability to have better performance, can take on the platform specific native UI/UX, and can make better use of other native functions. The downside is these approaches often have a steep learning curve. So, although you can save money and effort when compared to platform-specific native approach, cross-platform native will likely be more expensive than going hybrid.

Deciding between these two options will largely come down to your development team’s skill set. If they have .Net and C# experience, Xamarin might be a great fit. But, they will have to learn a fair bit about native app processes along the way. If you do not fit in this group, it might be a good idea to consider going hybrid. Many would likely argue that if you have to invest time to learn a cross-platform native approach, maybe you should invest just a bit more and go platform-specific native, since ultimately that will always be the most performant and provide the best user experience.

What do hybrid apps mean for web developers?

On the surface, the emergence of hybrid mobile apps is fantastic for web developers. With the explosive growth in smartphones & tablets, there is an enormous opportunity for app developers. But learning native development (let alone development for multiple platforms) has historically been a large barrier to entry. Hybrid apps, in theory, remove this barrier and allow web developers to enter this very profitable market. However, web developers should make sure to understand the limitations of hybrid apps and be willing to step into native code where necessary.

There is yet another interesting angle for web developers thanks to hybrid mobile apps. For freelance or consultant developers, you might be bidding against other developers who only offer native development. Since hybrid apps are usually cheaper, web developers can have a significant competitive advantage when pricing projects. This is increasingly true for apps that are targeting multiple platforms. Savvy web developers might be able to increase their rates and still be a competitively priced option. If you are a web developer, it makes a ton of sense and might require limited effort to begin offering hybrid app development services. Web developers should also keep an eye on React Native. It has allowed us to use experienced web developers on native mobile projects.

What do hybrid apps mean for mobile developers?

As a mobile developer, I would carefully read and understand the preceding paragraph. I would research and understand the current state of hybrid app development and pay particular attention to its shortcomings. If you are a freelance or consultant mobile developer, you will soon be or likely already are competing against web developers for mobile app projects. This could mean that you have to more competitively price your projects and that every one of your proposals is being compared to a whole new set of competitors. But, if you can explain and demonstrate the advantages of native mobile apps and know what apps are a better fit for your approach, you should be able to avoid losing any business to web developers employing the hybrid app approach.

Additionally, mobile developers could instead leverage their native development experience, learn some web development (if they don’t already), and become a world-class hybrid app developer. As already discussed, most hybrid apps rely on packages written natively. Developers with this cross-section of skills can really set themselves apart by mastering both native and hybrid app approaches.

What do hybrid apps mean for businesses?

Any experienced business person should have read the previous two sections with a big grin on their face. Since hybrid apps bring more developers to the table, you have many more options to consider when building a mobile app. More developers means increased competition for your business, which of course means you save money. Increased options does mean you will have to do more research to fully understand the correct approach. You need to consider what the app is and what it could be. Businesses would be wise to find someone or a company who truly offers a wide array of mobile app development approaches. That way, they can rely on their guidance and hopefully not be steered one direction because it is the only service that developer or company offers.

One other thing to consider is if you already have a web app, hybrid apps can likely parlay that site into a mobile app for a fraction of the cost a new app would cost. Having a mobile app is a fantastic idea for any business and thanks to hybrid apps, they are cheaper than ever.

What are your options when making a hybrid app?

As discussed, hybrid apps involve taking what is basically a website and wrapping it in a native package. There are several different frameworks that can make this process possible. Evaluating and choosing a framework can be overwhelming given the large number of options. Here is a list of some of the most popular options and a bit about each:

Ionic - Ionic provides several built in UI components and is heavily reliant on AngularJS for two-way data binding.
Cordova (Phone Gap) - Cordova is the least opinionated option. Rather than bundling a bunch of things together, Cordova is a framework that lets you define your tools and simply handles the packaging and releasing of the app.
Appcelorator Titanium - Uses Alloy (a MVC framework), has a built-in API framework, and offers real-time analytics.
Sencha Touch - One of the older hybrid app frameworks, Touch places an emphasis on mimicking native UI/UX.
Kendo UI - Kendo is a great choice for fans of jQuery.

How much staying power do hybrid mobile apps have?

Buying into a new technology can be a risky endeavor. Early adopters often pay a hefty price to maintain their apps if the underlying technology changes or gets abandoned. But, one of the great things about hybrid apps is that they rely so heavily on web development technologies. Given the immense staying power of the web and websites, the languages used to make hybrid mobile apps will be taught and used for quite some time. So, odds are you will not find yourself in a position where you have to pay for some niche developer to maintain your app. But, there is some risk in which hybrid app technology you choose. It is possible that one or more of the current frameworks will fall out of favor and stop being maintained. A final risk is that other methods, such as cross-platform mobile app development (e.g. Xamarin), become increasingly more popular.

Ultimately the thing to consider is how long you expect your app to be used and if it is reasonable to think hybrid apps will be in use for that whole period. In most cases, that seems like a pretty safe bet to me.

Do we recommend taking the hybrid approach?

As a rule, we think having a single technology stack or approach and applying it to every project is a terrible idea. Companies and developers that do this will often force an ill-fitting solution on a project when another approach would have worked much better. So, we think anyone arguing that hybrid apps are a silver bullet or completely useless is dead wrong and we would encourage you to be very skeptical of such developers as it is likely they are either only capable of doing hybrid apps or do not have the capacity to do anything other than native.

In general, we think hybrid is a solid budget and convenience option. Here are some common cases in which we recommend going with a hybrid app approach:

A project requires a responsive website and a mobile app would be a “nice-to-have.”
An app will be deployed to multiple platforms, not contain too many or too involved animations, and a limited amount of native functionality is required.
A project has a limited budget and we want to test an app’s viability for as small of an investment as possible.
A web app version already exists and the mobile app would be very similar.

Here are some apps where we would be hesitant to go hybrid:

The app relies on native functionality, such as extensive calendar, contacts, or photo utilization.
The project budget is sizable and the goal is to have the best possible app.
The app will only ever target 1 platform.
The app will target multiple platforms and you want the app to follow each platforms standard UI and UX.
The app will feature moderate to extensive animations.
There is a possibility that down the road the app will need a feature or integration that isn’t possible or is prohibitively expensive with the hybrid app approach.

Obviously these lists are more guides than hard rules, but this is an example of the types of things we consider when deciding on a mobile app development approach.

Conclusion

Hybrid apps are an exciting and impactful new technology. Decision makers and developers should make sure they understand the what, how, and why of this new mobile app development possibility.

As a web and mobile development company, hybrid apps have given us a great new tool to use on some projects. But like any tool, knowing when to use it is every bit as important as knowing how to use it. I would make sure any company you work with understands, considers, and offers all available options. If not, your app might be taking a wrong turn right out of the gate. If you would like to speak with us about your next mobile app project, we would love to hear from you!

Let us know if you have any questions about this article or there are any other topics you would like us to cover related to hybrid apps or mobile development in general.

How Long Should Mobile Application Development Take?

Paul Francis — 2014-11-06T00:00:00+00:00

Developing one or more mobile apps is a smart choice for many companies. Apps help you engage directly with consumers, perform market research, and enhance brand loyalty. Because of the specialized skill set required, many businesses find it more cost-effective to hire a specialized app development company rather than going it alone. For people who are new to app development, one of the most common questions is, “How long will it take?” The truth is that it depends on numerous factors, but a good benchmark estimate is 2 to 4 months. Here is a look at some of the key factors that affect how long your app will take. {% include full-blog-image.html src="how-long-image.png" alt="How Long Mobile App Image" %} ##Starting Point A good mobile app developer can turn the most basic idea into a fully-formed application. However, each stage of the design process takes time. The more comprehensive and fully-developed your idea is when the project begins, the less time it will take to design and develop the app. The caveat is that if you are unfamiliar with app design, you might inadvertently add things to the project plan that are difficult and time-consuming to create. If you want to streamline the process, approach the developer with a well-thought out idea, but express your openness to cutting or changing certain aspects based on his or her expertise. ##App Complexity Mobile apps run the gamut in purpose, layout, design, and end user experience. All else being equal, a highly technical app with high-end graphics and layers of user options is generally more time-consuming to develop. Very simple apps with a minimum number of choices and few graphics are often speedier. However, it is important to find the right level of complexity for the goal you have in mind. It will end up costing you more in both money and time to try to update an existing app or start over from scratch, when compared to building what you actually need the first time. This is an area in which a good developer can really help you focus your ideas. He or she can look at the end goal you have in mind and make suggestions for finding the most efficient ways to produce your desired results. ##Release Platforms Many developers argue that building apps for Apple products takes longer than for Android, due to Apple’s tightly controlled marketplace. Others feel that Android products take more time because of the vast number of Android devices, each of which could potentially require tweaking for the app to run properly. This is a case in which it really pays to listen to your developer. He or she knows the ins and outs of the available platforms, key areas of different designs that are prone to weaknesses, and how to best work around those weaknesses to showcase your product. Many businesses choose to release apps for multiple platforms rather than risk alienating a segment of their customer base. While this can be a smart strategy, keep in mind that developing multiple versions of your app will increase the total development time. ##Developer Experience As with most highly skilled workers, app developers tend to hone and refine their skills over time. Those who are fresh out of school, or self-taught hobbyists turned professionals, often have their fingers on the pulse of the latest and greatest technology, which can add some truly unique magic to your app design. The tradeoff, however, is in speed. Those who have significant experience often know tips and techniques for streamlining each portion of the process without skimping on the results. Look for a designer whose experience matches the goals you have in mind, from your desired platforms to the look and feel of the final product. ##Testing and Bug Reporting Thoroughly testing and verifying a mobile app across numerous devices takes time, but it is essential to creating a high-quality finished product. Companies and developers deal with this in various ways. If it is critical to you for the first release to be as close to perfection as possible, you will need to plan for extra time in the testing phase. If your app is time-sensitive, consider releasing a beta version, or at least providing users with a place to report bugs, and releasing a new version after testing and bug reporting are complete. Do you need an expert in mobile app development? With a team of specialists covering a wide range of skill sets and backgrounds, The BHW Group is prepared to bring your vision to life.

7 Steps to Finding the Right App Development Company for You

Paul Francis — 2014-10-09T00:00:00+00:00

##How to Find the Right App Development Company Moving into web and mobile app development is a strong business decision for many companies. Building apps lets you interact directly with your customers in exciting new ways, and can strengthen brand loyalty among consumers. It gives you a new channel for getting your message out, and even lets you learn more about your target market. Yet building an app requires a specialized skill set and a good deal of time. Rather than trying to put together an internal team, make sure their skills are updated, and take them away from other projects, it often makes good business sense to engage an outside company. Yet with so many app developers in the market, how do you know which one is right for you? Follow this 7-step road map to finding your ideal app development company. {% include full-blog-image.html src="Screen-Shot-2014-10-09-at-2.59.37-PM.png" alt="App Development Icon" %} ##Step 1. Define Your Goal A good app development company can help you shape your loose idea into a stunning finished project, so there is no need to write a full plan. However, you need to know some basics before you get started. What do you want the app to do? What is your general idea for how it will look? Do you plan to monetize it? Who is your target market? What basic features do you want? What platforms do you want to release it on? What is your budget? Sit down and write out a list of your basic needs and desires. Even a few words jotted on a piece of paper will help you communicate your ideas to a potential app development company. ##Step 2. Talk About Strategy Good app development companies can articulate a coherent strategy for your project. They can lay out a plan, complete with milestones, and explain in simple non-jargon language their vision for your app. Equally important is flexibility. A good app development company can anticipate problems that might arise, address your concerns both initially and as the project develops, and keep the app moving forward at all times. A great question to ask is, “Can you tell me about a project you did that ended up changing dramatically midstream?” ##Step 3. Look for a Match All web and mobile app developers have their own individual skill sets, interests, experiences, and ways of doing business. While any one person’s style is not necessarily wrong, it might not be a good match for you. Talk about the types of apps the developer has worked on, the platforms he or she prefers, and his or her level of knowledge of your industry. Even something as simple as corporate culture could set up a potential clash if your company is very buttoned-up and the developer is extremely laid-back, or vice versa. ##Step 4. Check the Communication Communication style is another potential pitfall. Do you prefer to talk on the phone or by email or via Skype? Do you need your developer to be on call at 3 a.m.? Are you looking for someone who will make most of the decisions and check in with you periodically, or do you prefer to remain more hands-on? How often do you want status reports? There are no right answers, but choosing a developer whose style matches your own will minimize conflicts or misunderstandings. ##Step 5. Find the Passion In general, app developers are highly creative people who are passionate about what they do. However, they all have different industries and designs that particularly spark their interest. When possible, choose a developer who is especially interested in your line of business, the type of app you want, or your specific idea. Although it is entirely possible for a developer to do a great job on a project that doesn’t ignite his or her imagination, a passion for your project could generate that little bit of extra spark. ##Step 6. Consider the User Experience Download some apps from the app development company you are considering. Get in and really explore them from a critical point of view. Are they easy to use? Are menus and help buttons well laid out? Is the experience intuitive? What do you think of the graphics? Try out a few different apps that cover both things you already know well and topics that you have little idea about. Make sure that the user experience is positive at all levels of knowledge. Don’t be too critical, though. Remember that color schemes, fonts, layouts, and so forth are all easily changed. Focus on the overall experience rather than zeroing in on one or two things that become pet peeves. ##Step 7. Inquire About Follow-up A good app development company stands behind its work. Find out if your company will receive training on the app. What happens if your customers run into technical glitches? How much will it cost to release updates, either to add new information or to enhance the technology? Is there a contact person that you can easily reach with questions? Before you sign a contract, make sure you know what happens after the final product is delivered. If you’re looking for a web and mobile app development company, give us a call today. BHW is here to help with cutting edge solutions.

Native mobile apps Vs. mobile-friendly websites

Paul Francis — 2014-08-02T00:00:00+00:00

Mobile is no longer the future. Mobile is here and it has arrived with a ring. Mobile is so here, in fact, that even the most entrenched old-age companies are clamoring for Android and iPhone apps. And that is fantastic! But, it is very important that companies consider all of their options before investing a moderate amount of effort and capital into a native mobile app. This article is the first in a series that will attempt to help decision makers choose between the two main methods of making their business accessible to mobile users. Those two options are native mobile apps and mobile-friendly (also known as responsive) websites. This first installment will discuss the advantages and disadvantages of electing to build a native mobile app. ##Advantages of native mobile apps {% include full-blog-image.html src="PvZ-Alerts.png" alt="Native mobile app alert" class="right"%} These are the sort of apps you grab from the Apple App Store or the Google Play Store. You install them directly to your phone or tablet. They can send you alerts or messages, and can tap into other parts of your device (such as the calendar or contacts apps). Also, since they are installed onto your phone, they can be used without an internet connection. Native mobile apps also tend to be quick and feel more natural to users who expect a certain amount of responsiveness from their mobile programs. Additionally, native mobile apps have the advantage of being persistent. Meaning, the app can initiate interaction, rather than the user. Traditionally, this was only possible via Email, which might not be read immediately, could be ignored, and is often a wide-net approach. Mobile apps however can alert a user when it wants their attention. This can be triggered by the user entering a certain geographical area, or be targeted to that individual based on information gathered in your app. Given the frequency with which most people check their phones, these messages can have a much more immediate impact. Native mobile apps can also effectively engrain your brand and business into your customers’ minds. Once a user has downloaded your app, they will see it frequently as they flip between their apps. Even if yours is not the one selected, each of these times can be an effective visual reminder of your company. Furthermore, bored users are much more likely to open your app (which is likely one of less than a hundred they have installed) than they are to browse to your website (which is one of literally a billion). ##Disadvantages of native mobile apps The main drawback of this approach is that mobile apps are usually built independent of your existing website and can require a fair bit of development. This development time and effort is usually increased for every operating system (iOS, Android, Windows phone, etc) you want to support. A second downside of native mobile apps is that they have a higher barrier to entry with your users. If someone is looking for your company, they are more likely to search for you on Google than they are to search for you in the app store (in most cases). In the event that a user does locate your app in the store, they will then have to download, open, and not soon delete your app. This is a bigger investment on their part than simply going to your website. Lastly, native apps can take additional work to maintain as new phones and operating systems emerge. This can be avoided to some extent by making good decisions when engineering your app, but it is safe to assume some maintenance will be needed in the future when creating a native mobile app. ##Native mobile apps - a solution But not necessarily THE solution. This approach is powerful, but is not without its drawbacks. In the next article, I will discuss creating a mobile-friendly site as an alternative option.

Do you need an expert in mobile app development? With a team of mobile app development specialists covering a wide range of skill sets and backgrounds, The BHW Group is prepared to help your company make the transformations needed to remain competitive in today’s high-tech marketplace.