Are apps good for business?

YES AND NO: FIRST YOU NEED TO DO RESEARCH

You must understand mobile apps are designed for the consumer market and not business to business.

As technology has advanced, new methods of reaching customers have been developed. At some point every business must decide whether or not to jump onto the bandwagon – to utilise whichever new craze has the world talking.

One such technology is the mobile application, better known as an app.

Basically an app is a computer programme designed to run on mobile devices. A great example is the Facebook app.

Facebook can be accessed primarily through its web portal, but while on a mobile device you can access Facebook through its tailor-made app that makes the experience mobile-friendly.

Apps for almost everything

Mobile apps have grown to prominence of late, with apps for almost everything – from banking to sports betting.

Clearly business has taken advantage by seeing an opportunity to reach a growing market that is continuously on their phones.

The question for entrepreneurs is whether or not an app for their business can be beneficial?

An analysis must be performed to determine the viability of creating an app. The first thing you must consider is whether or not it makes sense for the type of business you operate.

There are some businesses that are perfect for mobile apps, such as retail. Consumers could utilise an app to check what range of clothes you have, pricing or delivery.

For hotel or a B&B, they could look for room availability, the look and pricing.

In both cases consumers can use your app to buy clothes or book a room, respectively.

But if you run a steel manufacturing plant it becomes a bit different. Is any potential customer going to download an app just to check your range of steel products and pricing? It’s highly unlikely.

Consider the storage space that apps consume on mobile devices: would anyone give up their coveted storage space for a steel business app?

Designed for consumer market

What you must understand is that mobile apps are designed for the consumer market and not for business to business.

If your clients are other businesses, then there is really no need for an app, but if your customers are end users then maybe there could be an opportunity to use an app to your advantage.

Also consider how big your market share is, and if you have enough customers for it to make financial sense to develop and maintain a mobile app?

The costs associated can be exuberant, therefore it might not be a feasible strategy in the long run.

In any case, if you decide that apps are the new frontier for your business, then catch next week’s edition, where I’ll unpack all the logistical details necessary to launch your business app.

Munya Duvera is chief executive officer at Duvera Elgroup.