You might associate an app with big businesses like Facebook or Target, but the truth is that small companies use them too. You might be thinking ‘but I’ve got a website, why do I need one?’, but the reality is that the world is going more and more mobile, and an app could be a way to stay ahead of the game.

 

Image: Kaboom Pics

 

On the other side of the coin are those who believe that apps are a waste of time for businesses, fearing they would get lost among the wealth of apps that already exist and are run by big companies.

With arguments for and against, does your business really need an app? Read the pitches and make up your own mind.

Yes, your business needs an app

What benefits could an app bring to your small business? Could it help your business reach a broader range of customers? Some of the benefits of having a mobile app include:

Connecting with audiences where they are

Mobile consumer insights show that the world is more mobile than ever before. In Australia, 88% of the population now own a smartphone and use them to do the majority of their web browsing. By creating a mobile app, you’ll be able to reach your target audience using the platform they use the most.

Push notifications to drive lead generation

Push notifications are without a doubt one of the top benefits of a mobile application. While people might filter an email or ignore it – it’s hard to ignore a push notification. Push notifications can be turned off, but for the majority that have them enabled, the notifications can serve as a good reminder to browse or take advantage of a special offer.

Speed and access for all needs

Another benefit of mobile apps is that they offer a much quicker load time than web pages, and there’s no URL to remember. They also offer improved accessibility for those with disabilities. This is a great guide to app testing that explains in more detail about accessibility and mobile apps. While a website can be made mobile-friendly, an app is more bespoke and offers other benefits in addition to being suitable for mobile.

No, your business doesn’t need an app

Mobile apps aren’t for everyone, so will your business really benefit from having one? Some of the reasons not to have a mobile app include:

It’s expensive to develop and launch

As a small business, there are some things that you simply don’t need to spend money on. A mobile app is potentially one of them. The cost of developing a mobile app can vary, and while the cost of developing your app may not be as big as that of a larger organisation – it might not produce the ROI that will make it worthwhile. If you are thinking about developing an app, make sure that you use choose a company who is experienced and has worked with clients in a similar industry to yours to make sure you get the best product for your investment.

It doesn’t have a purpose

Defining the purpose of your mobile app is essential. Consumers have to physically download an app, so it has to provide them something that they can’t get off a website. If you can’t think of anything that would be new or different to your website – then having an app could be a waste of time. Unless you plan on using integrated mobile features such as the camera, a GPS system or other clever technology, you’ve got a weak case for designing an app in addition to a mobile-friendly website.

You struggle to manage your existing online presence

A mobile application is another element of digital that your business will need to maintain and manage. If you’re a sole entrepreneur or there are limited numbers of staff in your team, you might not have the capacity to handle another asset. It would make much more sense for you to focus on getting your website right than developing a new product.