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Don’t Do A Half-Apped Job on Mobile



The Age of the App is truly upon us. Not shocking or daring at all to announce it but this industry has come to life in a very short period of time and it is starting to settle in a bit. How do we know this? It’s when app users en masse are no longer willing to accept just anything that is called an app. Once the new industry smell is gone, app users get just like everyone else: demanding.

eMarketer reports on some research from Effective UI and Harris Interactive that tells the story, to some degree, of just what the app user crowd is expecting. And it’s a lot.

In essence, if you are a brand that decides to develop an app just so you can say you are in the game it better be more than just a glorified ad for your product or service. There is considerable damage that can be done if you put together a ‘crap app’. We have all experienced this issue and I know that for me I am extremely unforgiving when someone wastes my time with an app that is just useless. Of course, if I had to pay for that app (at any price) and it stinks then the wrath is even greater.

People are definitely expecting more from apps but they still feel that the web site of a brand should carry the bulk of the experience for the end user as evidenced by the chart below.

The bottom lone here is that the tolerance for under performing apps is very low and only going to go even lower. Not only will it be lower but the pace that this expectation reaches an unforgiving level is much more rapid than what we have seen in the past.

So brand marketers beware. If you are getting ready to release an app that you are just OK with regarding functionality and experience for your customers you may want to think again. There is plenty of damage to be done when you approach your mobile customer half-apped.

  • http://www.zmags.com/blog Joakim Ditlev

    Spot on, Frank!
    Apps isn’t the only thing that works on a tablet or smartphone.

    One other concern is the lack of control when publishing your content on Apple’s App store: You don’t really know if your content passes through the strict approval filters. Losing control of content is something especially brand marketers would take really serious under other circumstances, but it seems like the opportunity to be present on the App Store is more important.

    In general, a mobile app is more risky than optimizing existing web content for mobile browsers. This blog entry tells more about the mobile challenges: http://www.zmags.com/blog/mobile-app-content

    /Joakim