You Don't Need An App!

Everyone seems to be getting an app these days - whether it's your bank, supermarket and even local charities.

Some apps are basically front ends to their websites, while others have more complex functions.

However - your business doesn't necessarily need an app! Just because everyone seems to have an app, doesn't mean you need to as well.

Remember that not everyone uses a smartphone (yes, really - there are people who have a basic mobile phone, or don't even have a phone at all). So if the only way to access your service is through an app, you could risk excluding people.

Even when people have a smartphone - they don't appreciate having to constantly download apps for EVERYTHING. Or even have the capacity to install every app (e.g. they may have a budget Android Go phone). Or having to find the app on their phone every time they use your services.

A recent example is Threads - Meta/Facebook's own version of Twitter - there was no web-based version, so I chose not to download the app. I don't feel I should have to download apps for everything. I don't even use the LinkedIn app (instead accessing LinkedIn from my phone's web browser).

Another example is Lidl Plus - Lidl's loyalty card - there's no option for a physical card (at least with Tesco Clubcard, Nectar, etc. you can still request one) - so people need to donwload an app. This excludes people who don't have good Internet access, can't access the app due to a disability, or don't/can't have a smartphone.

Having an app may seem clever - however people don't really appreciate or always want to open/find your app every time they shop with you, buy from you, or use your products/services. Even if the big companies seem to be doing it - remember you are not those companies, and customers may not have the same familiarity, respect or trust for your business.

Here are some things to consider when thinking about creating an app for your business...

• Ask yourself if your businss REALLY needs an app?
• If you choose to get an app, can they access those features through an alternative method - e.g. your website, a physical loyalty card, etc.?
• Don't restrict, limit or make things on your website more difficult to try and force people to use your app instead.
• Does your app have an actual purpose, or are you following the crowd?
• Your business is awesome - however that doesn't mean people want to necessarily install yet another app on their phone.
• Will the app serve any other purpose, or is it just a marketing tool?
• Is the app basically just going to be a front-end to your website - and if so, do you really need the app?
• What DIFFERENCE will your app make for clients? Will it REALLY help them, or hinder them (ultimately providing an obstacle to using your services, which you want to avoid)?
• Could your budget/time be better spend elsewhere - e.g. actually delivering your products or services?

There are some situations where I can see an app being useful - for example if you are a bank, to allow people to access/manage their accounts. Provided they provide alternatives - e.g. website, going into a branch, etc.

Make sure you don't exclude people as a result of having an app.

Remember you may have the latest devices and gadgets - that doesn't mean everyone else will.

When people access your services and buy from you - there should be as few steps and obstacles as possible (an app potentially creates such obstacles/steps) - something that definitely should be avoided. People want less obstacles - not more.

If you are interested in creating your own software apps to release/sell - remember it's not just writing lines of code.

My book looks at what else is involved, particularly from the business side of things.

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