Mobile App Best Practices

Agenda• Native app or responsive website?• So, you need a mobile app• Choosing the best platform• Finding the right developer• Building for success• Marketing your app• Monetizing your app

Native AppsPros:

– Perform better than websites (better for data-intensive applications)

– Personalization opportunities

– Offline availability– Convenience – shortcut– Device-specific

functions• Camera• GPS• Scan

– Can charge $ for them

Cons:– Cost (mult.

Platforms)– More work to

update content– App approval

process (Apple)– Available only via

download– Search/SEO

Responsive WebsitesPros:– Platform neutral– Cost – Easy content

updates w/CMS– Search/SEO– Immediate use

(don’t have to download anything first)

Cons:– Performance– Loss of marketing

benefits– Less effective

w/device-specific functions

The Bottom Line• What are your objectives?– Share information? – Improve staff productivity, convenience,

efficiency?– Increase customer engagement?– Provide interactivity or functionality? – Revenue stream?

Choosing the Best Platform(s)• What does your audience use?

Q2 2013 Smartphone Statistics

Choosing the Best Platform(s)• What does your audience use?• When/where will they use it?– Smartphone only? – Tablet, too? –Which one(s)??

Q2 2013 Tablet Statistics

Choosing the Best Platform(s)• What does your audience use?• When/where will they use it?– Smartphone only? – Tablet, too? –Which one(s)??

Choosing the Best Platform(s)• Other considerations –– The approval process– Android has how many versions?

What does all this mean for you?Most importantly - Know your audience

Finding the Right Developer• Ask for samples of work• Ask for references• Understand the process• IP Ownership

Building for Success• Define value-add up front• Get feedback before starting• Focus on usability• Test thoroughly• Keep it fresh – listen and enhance

Marketing Your App• Focus on benefits • Price it right• Brand it• Promote (landing page)• Work it

Monetizing your app

Summary• Don’t create an app just because it’s

cool• Be smart about your platforms• Find a reputable developer• Marketing is key• Subsidize your app through

monetization

Questions?

Kate WashutPartner, Far Reach

kate@farreachinc.com @kwashut