Does your online business really need an iPhone App?
So, mobile is the next big thing!….Well, if the next big thing is a more compact way of viewing the web on the go then yes. However there is nothing new here, all that’s really happened is screens have got smaller, batteries lighter and communication wireless.
So… Are iPhone Apps the future, should all online businesses have one?
The problem with iPhone App production is the amount of time, effort, skill and cost it takes to develop, never mind the fact that the code cannot be re-used for other mobile devices! Added to this there are a variety of restrictions as well as an approval process to go through before an application is published. Apple maintains full control over the applications we use and the methods used to develop them, if the app were to prevail it could stem true web censorship! Mobile software companies will make the decisions as to what they feel is suitable for their brand and its users. Dare I say it but evidence of this can be found by the pure lack of ‘adult content’ applications in the App Store… Not that I would download one, but surely one of the biggest industries should have a presence in the world’s largest mobile application store? In fact, Apple originally blocked 3rd party MMS applications as they refused to support MMS on their native OS 1 and 2. Clever developers got around this by building mobile sites that looked and functioned like applications and allowed its users to send media messages via the ‘virtual’ online app.
I don’t see online business app’s being the future, not in the form of the App Store anyway. I see the future being sites and ‘virtual’ applications that are open to all mobile devices. I think the sheer ‘coolness’ of an iPhone App has pushed online businesses into rushing out applications. This urgent need for an iPhone App has stolen the focus from offering a service that can be used by the entire mobile market. Surely time would have been better spent building a truly mobile site which is supported by pretty much all devices? As far as the user is concerned an iPhone mobile site can function and look exactly the same as an application, even down to the icon saved on their home screen, so usability is not an issue here.
Effectively the code used to develop mobile sites is the same code we have been using to develop websites for years, so unlike the iPhone App, here exists a common codebase that can serve all makes and models and best of all no new skills have to be learned to develop them. The iPhone is by far the most popular mobile device being used to surf the web, this is no doubt down to its ingenious browser and hardware that is great at adapting to sites built for desktops. Surely if all online businesses provided a website that offers a great user experience on any device, then mobile browsing would spread beyond the iPhone and as a result reach a far greater audience.
App Discovery.
Another problem with the iPhone App is how limited it is when it comes to app discovery, as app production increases this will only get worse, unless your app is in the top 50 of its category its unlikely to be found unless the user knows what to search for. It’s safe to say that the majority of new users brought to your business are likely to come from a search engine and not the App Store. It’s also likely that the user will be unaware when visiting your site that you have an application available, even if they do, they will need to close their browser, open the App Store, search for the application, download it, then launch it…. That’s only if the user has an iPhone and a 3g or WiFi signal. Surely it would be better to instantly present the user with a site optimized for their device without the need to discover your app and install it.
Is there a place for the App?
Don’t get me wrong; there is definitely a place for Apps. Gaming is a huge industry and currently it fits in very well with the app market. I own an iPhone and have downloaded over 100 applications, most of which are either tools or games, so I am definitely a fan! However, I cannot see the app being a long term success for traditional online businesses.
What should I do?
For immediate impact and some short term PR an iPhone App may be a good idea, however my advice would be to spend time making your website truly browser friendly for all mobile devices. Another thing to consider, which I will expand on in my next Blogg, is a public API. By opening up an API you give 3rd party developers the opportunity to build apps around your site, this is often the case for apps that aggregate content from a variety of websites, 3rd party developers tend to develop these apps at their own expense as they can profit from app sales. Although a 3rd party will be handling your data, you can control your brand and its use with a strict set of guidelines. A company that does this very well is last.fm. Just be aware, if the 3rd party app links back to your website, you wont want to disappoint your potential customer by not having a site optimised for their mobile.
If your direct target market is not necessarily an iPhone user, then develop your mobile site before you develop the app. A mobile site will give you access to a far greater user base and in the long-term will serve as a better investment.
So, what could the future hold?
With adobe flash CS5 coming out in a few weeks time, we will see a huge rise in iPhone App production. The new Flash platform will allow developers to easily build iPhone Apps using code most already know, so if you think the App Store is saturated now, then prepare yourself for a complete app overload! This overload will only make it harder for your app to be discovered, unless of course search engines decide to index applications. (Not sure Google would support this as it would effectively compete with their android platform)
However, the app as we know it may not be around for long. If cloud computing is the future then locally stored applications will be a thing of the past. Our desktops and mobile devices will just be a browser, software will be accessed via the web and content will be truly accessible by all, regardless of the make and model of the device being used.
13 Responses to “Does your online business really need an iPhone App?”
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- - 16/06/2010
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Hi Darren,Great post. As we have seen time and time again: to grow and proper a brand needs to open itself up and allow access by others. It will be the same for Apple, otherwise they will be left behind. Felix
Great post Darren. I agree in most regards (mobile sites can do most things apps can). However, there are a wave of new apps that will use their own built interactivity to exploit the push notification feature that you won’t easily get elsewhere. The text of your post also leads me to think you don’t use an iPhone daily, as you are inaccurate on the details of using the iTunes store, and competition for sales prominence. For example, the contents of the iTunes store are now available online. http://itunes.apple.com/gb/app/uk-jobs/id319618498?mt=8Saying there are too many rubbish Apps is akin to complaining there are too many rubbish books. Disregard the crap, and stick to what works for you.
Thanks for you comments Stephen.If mobile sites wanted to they could effectively adopt a similar push notification to the iPhone app. Users could enter their mobile number and receive ‘push’ notifications via sms. Current push notifications on the iPhone appear in the same way as an sms, so there is no real change to the user experience. The iPhone push notification service is heavily reliant on the fact that a user needs to have it enabled, I for one have them switched off. The benefits of a notification via sms is that not only will it work on any device but a user can close the notification and return to it at anytime. When ready they can select the link in their sms and be taken directly to the relevant page on the mobile site.Thank you for pointing out the iTunes store link. I knew they recently made the store available online but hadn’t realised it was indexible by search engines. That said, I would still think new users are still far more likely to visit your site through search engines than find and download your app.To reiterate, I don’t think online businesses shouldn’t have an iPhone App but more that a mobile site should take priority.Its great to see that you currently have a mobile site, by having the app and the site, all your bases are covered.
Good post Darren. My personal opinion? iPhone is a very cool bit of kit, and due to it’s feature set, is helping to take the mobile Internet to the next level. However, I would much prefer an online business has a good standards based site that works in Safari, rather than having to install an app to access the services. With careful planning and coding there is no reason why a website can’t work on any device. Web apps can still behave like iPhone apps, thanks to libraries like jqTouch.As for the upcoming Flash CS5 release, it’s interesting that I will be able to develop for the iPhone, in a language I already know, but I fear a flood of poor apps, from developers rushing to jump on the band wagon. “just because you can, doesn’t mean you should”Looking forward to more of your posts!
Thanks Mark,It seems we are pretty much in agreement and its great to hear it from a developers perspective! I have just been looking into jqTouch, its pretty amazing stuff!For those of you that haven’t seen it, here is a great demonstration of how an iPhone site can look and function like an App: http://www.jqtouch.com/
Got the link from UXRock.Good post Darren.
But I do think a business needs an App. Some research companies suggested the marketplace of Mobile App is predicted to be worth around £12 billion by 2012 (http://www.readwriteweb.com/archives/mobile_app_marketplace_175_billion_by_2012.php).
The number of mobile app downloads will have also grown to nearly 50 billion from just over 7 billion in 2009.
For that reason, a business can not miss the opportunity to reach their audiences in mobile app space.
Also, for psycho-graphic reason, the buzz that mobile app generated, made me feel left-behind that I am not an iPhone user!!!!
Nice post Darren.
I totally agree that sites should have a M-Site version dedicated to deliver the core functions to a mobile device with a small screen.
But there are some facts which must not be ignored.
1. AppStore / iTunes has over 100m users.
2. AppStore is a marketing channel. Many clients we work with receive significant downloads due to users search for apps to help them look for a new job.
3. Case studies with our clients illustrate significant uplift in M-Site use after launching an App in AppStore.
4. There are many mobile devices, 2009 sales for iPhone were smaller than Blackberry, and a lot smaller than Symbian phones (mainly Nokia). But 2 in 3 mobile web visits are from an iPhone. YES 20% of the market generate 66% of the traffic.
5. Opera Mini is now out on Blackberry and Android, it might increase none iPhone based mobile browsing.
6. If trends continue 2010 will see iPhone outsell Blackberry.
7. Apple will release iPhone 4G later this year.
8. Apps can be used to build a deeper relationship with the user.
My point is that it is NOT enough to sit back after releasing an M-Site with a satisfied feeling that you are providing for your mobile users.
The very next day you should be working / buying an iPhone App. Why? Because you will double / treble your mobile user base, you will be in the AppStore marketing channel and with latest Push and Loction techniques you will have a deeper richer UX.
We support major UK job boards with Mobile, we are currently working on a Google App, and next will be Blackberry.
Thank you @topbananas for your comments.
I agree that the iPhone cannot be ignored. My point is more to state that a mobile site should come first.
I think your service fits in very well with the App market, as it is technically a tool. A tool that gives jobseekers access to a large number of jobs boards. So rather than downloading individual Apps for each board, jobseekers can just download yours. In my blog I mentioned that online businesses should consider having a public API, as 3rd parties (you) could essentially create an application that plugs into their data… If all recruitment sites offered this it would certainly make your life easier.
By you building an application, individual jobsites don’t need to. However what they should do, is improve the experience for its user when they are brought from your app to their website. (Because realisticly you cannot take them from your app to theirs…Which is another limitation of the App)
My next blog will discuss the importance of an API, so if there is anything you feel I should raise let me know.
Many thanks,
Darren
Thanks for the article. Have been doing some research into this topic as there is obviosuly pressure to look for alternative marketing ideas, particularly those that improve the online experience.
At the end of the day you need to know your customers. If they aren’t using apps, then why invest the funds there. Improve your website and its useability instead.
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