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Mobile Apps: DefinedMobile app: a software application designed to run natively on a mobile operating system for smartphones, tablet computers and other portable devices
o There is no cross pollination in ‘native’ applications
o Applications assess several functions and information from the handset including:
- GPS- Address book for e-mail SMS- Calendar- Map- Accelerometer- Camera
Mobile Apps: Not All Phones Created Equal
AppleAndroid
≠ ≠
BlackBerry
App Stores: Q2 2013 Numbers
900,000+Over 1 Million
≠ ≠120,000+
App User Demographics
Source: Pew Internet
Mobile ApplicationsPROS
o Allows deeper engagement with brands
o Loyalty strategy can be implemented
o Offer consumers immediate access to your brand
o Allow for continued communication (e.g. push notifications)
CONS
o Needs to be installed
o Instalment strategy is essential (click to download, SMS, social)
o Development team needed to continuously update with new OS
o Submission and approval required for distribution via app stores
App Business Modelso Free: Distributing apps—both basic and full versions—free of charge
o Premium: The upgraded version of an app (with advanced features) offered at a cost
o “Freemium”: Giving away a digital product or service, but a premium is charged for advanced features, functionality or virtual goods (e.g. lite vs. pro versions)
Web Applications on Mobile
o Web applications are often referred to as ‘thin’ or ‘shallow’
o A thin application is software coded in a browser-supported programming language (e.g. JavaScript)
o Reliant on a common web browser to render the application executable
o Many applications used today are not in fact applications — but rather a combination of native/open
@AlexGuibord
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