When you decide it’s time to invest in a mobile app, your next big decision is to choose how it will be developed. Should you choose Native development or should you go Hybrid? Like so many technology solutions questions, the answer will depend on your goals and resources. Each path can lead to success, and you can increase the odds of a great outcome by understanding the opportunities and costs associated with each choice.
Case Study: Digital Experience and Mobile SITUATION & BUSINESS CHALLENGE A mass media and entertainment conglomerate wanted to unify and enhance its messaging strategy to external mobile device end users. In particular, the conglomerate aimed to make it easier to…
Many factors can account for lack of success in the retail mobile app universe.
First, although every retailer knows by now the enormous effort required to create a leading marketplace web experience, many are new to mobile apps and some assume that because apps are smaller, they should require less effort to produce. This is far from the case. Creating a rich enterprise experience within the confines of an app takes specialized strategy, planning, and resources.
The biggest factor in retail mobile app failure is a misunderstanding of the nuances in mobile app usage and development and how this medium differs from the web and traditional desktop applications. This misunderstanding can result in a clunky, unappealing product due to deficient technical understanding in what makes a mobile app successful. For example:
As with every marketing channel, you need to think carefully about your target users. Why do you have or want to create a mobile app? Who do you think will put it on their mobile phone and use it regularly? What unique benefit does it provide? Do you have customer personas specific to your mobile app strategy? If not, you should.
The retail industry has started to sit up and take notice of retail mobile app usage. In June of 2015, Marketing Land reported that 30 percent of US e-commerce transactions among online retailers and travel firms are now driven by mobile. Furthermore, retailers that made app experiences a priority saw 50 percent of their mobile transactions take place via apps. This trend shows no indication of slowing down.
However, not every retailer to build a mobile app has yielded the expected returns. Too often, the reason is that some retailers are overlooking the most basic elements that make a mobile app worth having—ease of use, convenience, and timeliness. The result is that they fail to deliver the foundational value that customers expect.
Mobile technology has changed how we behave, from how we communicate with friends to how we consume news and information to how we shop for and purchase products. And the trend is skyrocketing. According to Flurry Analytics, mobile app usage grew by 76% in 2014, and shopping apps on iOS and Android increased an incredible 174% year-over-year—220% on Android alone.
Enterprises have clearly seized upon the opportunity to leverage mobile technologies to connect with consumers, especially in retail. But another sizeable opportunity is ripe for attention: using mobile technologies to connect with an organization’s own employees, offering new ways for employees to feel better about the work they do and strengthen their commitment to the organization.
The beta launch of Swift at the Apple Worldwide Developer’s Conference in June 2014 opened the door for a new generation of Apple programming. Apple intends for Swift to be the eventual successor to its stalwart programming language, Objective-C, the basis for all of Apple’s applications since 1996. At less than a year old, Swift has already made some headway with developers and in the open source community. But although Swift may be the right choice in some situations, it may be too early for enterprises to adopt it fully.
Case Study: Digital Experience and Mobile Consulting SITUATION A premier roaster and retailer of specialty coffee had recognized the seismic shift in consumer behavior toward online shopping and embraced digital to deliver on numerous innovations. At the start of 2013,…
When building a mobile app, there’s a temptation to release it to the market as fast as possible, but taking just a little time to evaluate what is working and not working with your actual users could make all the difference between success and failure.
One of the most under-utilized practices in mobile app development today is A/B testing. This practice has been used for years to create better and more effective marketing campaigns, including to test push notification strategies with mobile devices, but hasn’t been adopted as much for the mobile app user experience.
The iOS Simulator is a tool to help developers rapidly prototype and test an app by simulating several versions of the iOS operating system simultaneously on multiple iOS devices. It’s part of the Xcode tools and can be used prior to actually testing an app on a desired device. If you are familiar with installing and using Xcode, here are a few pointers for how to more effectively use the iOS Simulator tool: