Should your company build a mobile app or a responsive website?

February 19, 2014

Most companies, by now, realise that they need to have a mobile presence of some description but deciding how it should be packaged can be difficult. A responsive website can seem very appealing because they are a way to move to mobile within a smaller budget. Mobile apps can seem a little more complex and daunting, as it can feel like starting from scratch. Here are some top tips to think about when deciding what is right for you.

Write down your needs:

It really doesn't matter what the latest buzzword is surrounding the mobile world. What does matter is what your company needs and additionally, what your consumers need. Write this down so it is clear what you are striving for.

Is your company compatible with an app?

Think about the apps that you use and why your use them. Then consider your company. If you are the owner of a small accountancy firm that deals with confidential information and customers one-to-one, then you probably don't have any use for an app. If you are a restaurant chain with 120 restaurants, hiring a company for mobile app development in Dubai is probably a good idea.

Another element to consider is whether you have a login on your website? If you do, an app may be ideal because it will vastly improve the user experience in mobile.

Are you a shop owner? You need to be moving fast as mcommerce is exploding and 25% of online transactions will be from a mobile device by 2017. Simply put, you need a really good responsive experience and possibly an app in conjunction with this service.

Your consumer:

You need to look at your consumer and conduct some market research. What devices do they use? What platforms? How much money do they spend on transactions on each device? By collecting this information, you will be able to establish their needs and then where you should invest your time. If you are selling irrigation systems to farmers who own a Nokia from 1999, it is likely that you need to stick to a website. If you are offering marketing resources to tech-savvy marketers constantly on the run, you need to assess your mobile experience.

Responsive websites:

If your existing site is non-responsive then you need to consider your budget for building a responsive site because it is not as easy or straightforward as it seems. You might need a complete redesign, with upgrades in the backend and work on the infrastructure. Old school websites lack features such as dial-able numbers and geolocations. Responsive websites offer these elements but work has to be done to get this.

Are you currently deciding how to format your mobile experience? Tell us about your thoughts below.

Written by
Alexander Rauser
Alexander Rauser


Alexander Rauser is the author of Boardroom Guide to Digital Accountability and Digital Strategy: A Guide to Digital Business Transformation, and creator of the DSX Program, a digital strategy and transformation program for Enterprises.

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