5 Things to Consider before Developing a Branded iPhone Application
There’s no doubt that the hype surrounding iPhone applications has reached a fevered pitch as marketers and agencies stare longingly at the opportunity presented by Apple’s App Store. Millions of phones (and iTouches) in consumers hands and more than a billion applications downloaded. What’s not to love?
However, before jumping in with both feet, it’s important to lay out a plan that clearly defines the scope of the project and expectations. The App Store is littered with underdeveloped applications that clearly were pushed through the organization with little time spent on:
1. Strategy
As “doing mobile” is not a strategy, neither is building an orphan application. There are generally two schools of thought on the direction of an application – utility vs. entertainment. Decide on one and be excellent.
2. Add Value
Much has been made about the short lifespan of many mobile applications and there’s a very good reason…they don’t add value! If your goal is a quick PR hit, by all means, create something clever, get your two day splash and move on. If you are more interested in maximizing the investment in your application and building a stronger connection with consumers, solve a problem.
3. Function
It’s important to make sure your app looks great, but even more important to make sure it functions well. One application from a major food brand offers users the ability to view recipes and create shopping lists. The content is basically text and easily could have been cached on the phone for speedy access while shopping. Instead, the developer created a “shell” and each time you access a recipe it must pull the content over the network. This creates a frustrating experience for users, reflects poorly on the brand, and the comments in the App Store clearly demonstrate that consumers aren’t happy.
4. Marketing
As previously stated, and has been widely discussed, the App Store is not a discovery tool. Marketing and PR should have a role in every app launch and to forgo these elements is a sure path to disappointing results. At the bare minimum, reach out to your social networks, email your customers, send out a press release, and mention it on your website.
5. Commitment
More than likely you have features in mind that didn’t make the first version and consumer feedback has probably surfaced a few areas for improvement. It’s time for version 2 of the application, especially if things went well with the first effort. Continue the drive for new users and improve the experience for those that are using the application. If things are going really well, it may be time to think about a version for Android, BlackBerry, Windows Mobile, etc.