DOES A BUSINESS NEED A MOBILE APPLICATION?
Consider the aspect: does the application need a business? In the future, we will not consider projects where the application is the basis of the business model.
The slide shows applications that exist and projects that are based on the same application. These are all the popular apps you have, such as Game Dev. The Game Dev application works purely in the mobile sphere and has never existed on desktops or consoles before. The application in similar projects is the basis of the business model, and the entire monetization of the project is associated with it. You can contact Nix United studio if you are looking for mobile app development services for your business.
Monetization can be direct and advertising .
Direct monetization is based on in-app purchases and subscriptions. It is typical for training services, content services, or services that provide access to the main service of this business.
The second way of monetization is advertising . In this case, we are looking at an app with a lot of traffic, with a significant number of views or other metrics to generate ad space that we can sell. Advertising space can be sold according to standard models that you are familiar with on the Web – these are pay-per-impression, pay-per-click, payment for completed views in the case of video advertising, and you can also engage in arbitration by selling your site at CPI (Cost Per Install). You can buy CPI for your application for 30 cents and sell CPI from your application for 30 cents to other applications, but given that users will install one and a half applications in their lifetime, this way you can do arbitration on your own site, which, in this case, is a mobile application.
Let’s move on to the main point.
DO BUSINESSES NEED A MOBILE APP?
Case Study : You work as a website developer for a regular business (car washes, supermarkets, retail). Why a website is needed, everyone understands and does not ask questions when allocating a budget for new updates or for promoting this site . You thought that a mobile application had to be made for this business for five years already. But how to sell an application to a business, how to explain the value of the application for it?
SERVICE ACCESS CHANNEL
The first obvious position is that the application is another channel for accessing services. If a business has a certain set of services: calling a taxi, signing up for a service, ordering delivery, and so on, then the application is exactly the same access channel as making a phone call or placing an order on the website.
PERMISSION MARKETING CHANNEL
The next, quite interesting case is that the application is a channel of permissive marketing for business.
Permissive marketing is a privilege that the user gives by providing the opportunity to accept personalized offers and information that are relevant to him.
In this case, unlike intrusive e-mail, SMS, or telemarketing, the user himself gives permission to communicate with him by installing the application from the application store. The user perfectly understands at this moment that he will receive push notifications that part of your business and your code are in his hands. But, nevertheless, the user gives permission for this. If one day he gets tired of it or you use this channel incorrectly, then most likely the mobile application will simply be deleted.
INCREASING BRAND AWARENESS
The next standard task is to increase brand awareness or build a brand image. The app store is exactly the same platform, which now has a lot of organic traffic. It is important both for the brand and for the average small business, so that the app store knows about your business, application, brand. Building brand awareness can be done with a small Chrome app.
Let’s move on to the next topic that is relevant to many of you: “The benefits of a mobile application for your business.”
Example: You have a perfectly working mobile site with good responsiveness.
A mobile application will allow you to discover new interesting use cases, improve the user’s life, and, most importantly, can bring benefits to your business.
Consider these benefits:
- The best user experience. You can fully use all the features of the platform, develop mobile applications. You get access to all device functions, such as: offline work, high-quality work with geolocation, camera, OpenGL if you have complex graphics or promotional games, and so on. You provide the user with a native interface for this UI system that the user knows how to work with. It is always a pleasure to work with a familiar interface when all expectations for interaction with it are justified.
- Push notifications. If the user has not contacted you for a long time, you can carefully try to return him to yourself by going to the mobile site. The user works with you only while he is on the site, leaving his user is lost to you until the next intention to communicate with you.
- Discoverability or discoverability . The app store knows about you and all the organics that can come from there, you get. Let’s look at some numbers on this.
On average, users install 3-4 applications per month, and in the structure of mobile traffic for 2014 in media content, 80% of the time users spent in applications, and not in a mobile browser. Then it seems justified enough to take advantage of this time and the organic installs that the AppStore and GooglePlay give us.