More and more consumers depend on their mobile devices daily for personal and business use. Smart Insights (www.smartinsights.com) released a comprehensive breakdown of this on 4.27.16 with data compiled from 2007 to 2015. Of course I am not going to bore you with numbers and charts but if you love to poor over those things you can read it here. What I will impart is something that really sticks out:
“The implications are clear – if you’re not able to reach your audience through mobile search or display, or you’re not providing a satisfactory mobile experience you will miss out compared to competitors who are.”
Of course business is business and is ruled by numbers. So what could possibly hold a company back from their mobile marketing even with all those numbers being thrown around…
How Much Is That App In The Window?
In January 2015, Clutch posted results form their survey of a number of leading mobile app developers to determine the average overall cost of building an iPhone/Android app. They found that the average cost of mobile app development between $37,913 and $171,450. Even the lower end of this price range is a hefty one for a small business to swallow, especially without an immediate return on investment.
While the numbers may be a bit long in tooth, the data still helps us identify the features that carry the highest cost when developing a mobile app: the infrastructure, features, and design. On the less expensive end is the planning, deployment, and even testing that goes into the mobile app’s release.
Why Is My iPhone 6S “So Yesterday”?
As soon as data like the above is released, technology has changed so fast that it has made development more accessible, there by lowering the cost. The number of app builders on the market has increased due to mobile development becoming more popular in the business industries. And let’s face it, the more developers are out there the more it becomes competitive….more competition means lower prices.
App development software is also on the rise. Some of these software or app development services are designed for a small business to make their own mobile app at a very low price. As long as a business owner is willing to take the time and effort required.
Mobile development is identical to the changes we’ve seen in web development. In the early stages of the Internet, having a website became a necessity for businesses, but development was costly. There was only a small number of developers and designers available. Now, there are a number of services that allow anyone to make their own functioning website.
Let’s Get Back To The Future
Recent data shows that roughly a quarter of small businesses have a mobile app and another 27% of them plan to enter in to the mobile world. As prices go down and accessibility goes up, these numbers are likely to increase rapidly.
…But What Can It Do For Me?
Here are the key reasons a business would need a mobile app:
Accessibility & Visibility — As mobile search use continues to grow, adopting a mobile platform is increasingly important for accessibility and visibility. If consumers can’t find you or interact with your brand in the mobile environment, they will go to someone who does. Bringing in new customers without a mobile app will become harder and harder; your business is less discoverable and you lack a key tool to keep you up-to-date and competitive in your industry.
Internal Processes & Productivity — While we often think of apps as a new platform for our customers to engage with, mobile development also improves internal processes and productivity. Many companies utilize desktop software to facilitate certain day-to-day business processes. A mobile-centric version of this software could further enhance these processes. Just imagine being able to take payment right at the moment of the buyers purchase decision.
Customer Experience — The moment they walk out the door a customer’s relationship with your brand or company is interrupted without a mobile presence. With a mobile experience, that relationship does not have to end. Your brand is more accessible, personable, and can stimulate more customer interaction. Improving the customer experience ultimately increases brand loyalty and reduces churn.
All of these factors and others have direct relationships to profits. The more visible you are, the more discoverable you are to new and existing customers. Time is money and having internal mobile apps help boost productivity. Becoming more and more important to audiences is a mobile app that enhances the customer experience. It is no longer about offering the best product and quality, you also need to provide the best experience and mobile is one of the most important parts of that.
Going Mobile Business