Smartphone Applications

Jeremy Baldwin, 25 Jun 2010

For most of us the smartphone is now firmly stitched into the fabric of our everyday lives. For many its become the device of choice. For a whole new generation it always has been.

So it’s no surprise that mobile applications have taken such a prominent position in the plans of many brands and business.  The two way flow of data and content on the move has opened up opportunities for new products and services, more efficient and convenient ways of interacting and servicing customers, for deepening engagement or simply to create awareness and attention.

With the iPad blurring the lines of the applications into the browser, where do they now sit, and how should brands approach the development of mobile applications?

We think there are three considerations business should focus on right up front.

Why are we creating this application?

The market has moved beyond brand vanity and being there just because other are. There needs to be genuine need  for the app, that solves a particular problem for the brand and the customer. There has to be a reason for this to be on the mobile, and a reason for it to be offered by your brand.

Who is it for?

We need to know who is going to use it, how and when. As ever insight into the needs, behaviours and usage patterns of the target audience is essential

How are we going to do it?

Should this be a native application, or a web application optimised for mobile use? Does this need to be cross platform? How are we going to manage and maintain it? DIY or agency approach. The latter, to date, has been technology led however as applications become less novelty and more business critical a wider mix of skills is needed.

The process for developing an application.

 

 

 

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