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Your last chance to position yourself on the mobile applications market
Two years have passed since the Polish internet turned mobile – more users browsed the web via their phones than via their PCs (Gemius Ranking).
In the US another breakthrough occurred in 2017 – users spent more than 50% of their time on mobile apps, and 7% accessed websites using their smartphones versus 34% using traditional PCs. In the US the share of digital sales completed using mobile devices has been growing for years. In the second quarter of 2020 it increased to 31% (Comscore), and payments using mobile applications increased by 60% (Q2 2018 – Q2 2020, Comscore).
Therefore, in the 21st century smartphones have become the dominant digital platform for most people, and mobile applications have become the focus of interest.
Devices used by Poles to access the Internet
Source: Gemius Ranking [access: 04.12.2020]
Why do users prefer native mobile apps?
Convenience – installed mobile apps are always at hand, they operate even without access to the Internet, they remember the status of the operations, are integrated with the interface of the smartphone’s operating system, and standard user experience in the context of the use of the operating system and in mobile apps do not require additional training.
Functionality – mobile applications operate like computer programs, they can have access to all of the smartphone’s sensors (accelerometer, GPS, gyroscope, etc.), calendar, contacts, etc., fully use the possibilities of native user interface (tap, pinch, swipe)
Operating speed – full integration with the operating system enables greater efficiency and speed of operations, applications are more responsive, they do not require launching a web browser or loading a website
Safety – they use a sandbox mode to isolate particular actions from each other and from the operating system, so they cannot “damage” the device
TOP 25 mobile applications in Poland by coverage (data in%)
Ranking of mobile applications in Poland among 15+ users of smartphones and tablets with the Android operating system by popularity. Source: Spicy Mobile, Mobigate Report, January 2019 - September 2020
What should we focus on when preparing a mobile application?
- Usefulness
- Multifunctionality
- One or both operating systems? Constant update requirement
- Limited distribution channels
- ASO (App Store Optimization)
- Limited monetization
- Deep linking
- Hindered user identification
Usefulness
- A mobile app will be successful in the long term if it addresses repeatable, permanent customer needs. In the rankings of commonly used (and not only downloaded) applications the best solutions are those known from the environment of traditional desktop and WWW applications (communication, commercial, leisure, utility, information, office, business and, of course, games etc.). The mobile apps market is dominated by traditional digital players such as Google, Facebook, Apple.
Multifunctionality
Mobile applications can perform a number of different functions related to commercial activities: present products or services, facilitate choices, distribute newsletters, promotions, coupons, service loyalty programs, provide the possibility of purchasing and paying online and offline, as well as support post-sales services, educate and maintain a long-term relationship with the customer. It is important to select the appropriate one from the above functions for the purpose of the target group, requirements and digital maturity of the organization.
One or both operating systems? Constant update requirement
Mobile applications should be prepared for two key mobile operating systems (Android 86%, iOS 14% of the Polish market according to Gemius Ranking). Just like any other computer program they must be regularly improved, updated and developed.
Limited distribution channels
The gateway for consumers to the world of applications are digital software distribution platforms, the so-called app stores (Google Play, Apple AppStore). Before an application reaches the ‘shelf’ of the appropriate ‘store’ it undergoes thorough verification, and if it does not meet the required terms and conditions, it may be rejected. Applications may be promoted in the appstores themselves (paid advertising), in other paid online channels (such as payment for installation – Pay per Download) and in your own digital and offline channels (e.g. verbal communication at the cash registers in Rossmann). Before making an application available to customers it is worth planning the strategy for promotion, onboarding, reactivating dormant customers.
ASO (App Store Optimization)
Before and during submitting an app intended for mobile use you can use specialised services to increase its visibility on dedicated distribution platforms. Just like optimization of visibility in search engines refers to websites (SEO), ASO relates to tailoring a mobile application to specific search mechanisms, presentation, ranking, etc. appropriate app stores.
Limited monetization
Apple and Google charge a 30% margin on sales of apps and on sales of digital goods and services through apps using proprietary appstores (also in the form of subscriptions). In the case of developers of very popular apps, the terms and conditions can be negotiated individually. As of 1 January 2021 Apple announced a reduction in the commission charged to 15% for smaller organizations.
Deep linking
A solution ensuring linking between the mobile applications and the websites. It also enables the redirection of customers who click on a link on a website so that they “land” in the appropriate “place” of the mobile app and vice versa, to – for example – reactivate dormant users.
Hindered user identification
Mobile applications do not have cookies, but only a device identifier, which makes it difficult to clearly identify customers (IDFA, GAID, MAID). As of the most recent version of the Apple operating system consumers can now block the device ID, i.e. they can block the advertisements displayed on websites. To solve the problem with identification it is worth considering the possibility of creating a user account in a mobile application and to log on using unique identifiers, i.e. e-mail addresses, telephone numbers, of course fully synchronized with the accounts of the services offered via the WWW.
The App Store Model. Revenue split between developers and Apple/Google on the App Store and Google Play
Source: Statista
Before you decide to build a native mobile application, consider other solutions
PWA (Progressive Web Apps) – applications launched via a web browser, such as an ordinary web page (they do not require updating, installation and they allow SEO) but which operate like a native mobile application (working in offline mode, adding to the Desktop, push notifications, etc.).
RWD (Responsive Web Design) – a webpage design technique that automatically adjusts to the size of the browser window on various devices such as smartphones, computers, tablets. Web pages prepared using RWD operate like ordinary websites, but they are universal: they can be displayed correctly on large computer screens and on smartphones and tablets with various screen sizes. When designing with the use of RWD, you may encounter problems with navigation, tables, forms, graphics, etc.
AMP (Accelerated Mobile Pages) – a solution used to accelerate webpage loading in browsers at low throughput, dedicated to mobile devices. The project is being developed under the auspices of Google.
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