Since 2014, there are more mobile users than Internet users! The rapid development of smartphones and tablets encourages companies to create their own mobile application for the general public. It is impossible not to surf this wave, at the risk of being lagging at the technological level.
Given the commercial potential of this type of action, mobile is indeed part of any digital communication strategy today. For a company, the mobile application represents an additional solution to boost its business, develop its reputation and acquire new customers.
Thus, despite the difficult economic context, the growth of mobile advertising and m-commerce advertising suggests opportunities in the sector. The number of applications downloads exploded in 2015, and the increase in the number of devices requiring downloading, such as the Apple Watch, contributes even more to this growth.
Internally, companies modify their work and communication methods. BtoE applications are an integral part of their strategy. They are intended to enable their employees to be nomadic by having a mobile office and data required for their operational activity at all times and in any place. Hence increased productivity.
The user at the center of reflection
The creation of a mobile application requires multiple expertises because of its complexity. It is not just a matter of transposing the web version to a mobile device, but of designing a new user interface.
The mobinaute must be at the center of the reflexion, the constraints and the potentialities of smartphones and touchpads being different from those of a computer. A web agency, or even specialized mobile, composed of project managers, designers and developers, has the required skills in digital communication and new technologies. It accompanies the client company in its mobile strategy to develop an application software specially adapted to its communication needs.
“Our strong experience, based solely on mobile, and our historical watch in this market differentiate us from our competitors who are often old web agencies,” emphasizes Raphaël Assouline, Geronimo. In the launch budget will be included design, development (with testing), but also maintenance (with updates often required enriched with new features).
It will be necessary to define the objectives assigned to the application, study the target and its degree of mobility and technicality (use the tablet or the smartphone, Android or iOS?), To know the type of application to deploy: iPhone, Android, Windows, etc. However, the agency can design applications for multiplatform development, for different types of media, and deployment to all mobile OS platforms. It will then be necessary to consider the key functionalities that will constitute the core of the application.
“Our goal is also to take advantage of all that mobile applications offer: geolocation, push notifications, proximity, personalization …” explains Djamel Zahal, head of DzMob. The agency will create a customized graphical interface and storyboard. After the development and its tests will come the launch.
Then, once the application on-line on the blinds, the agency will help the customer in terms of referencing, monetization, etc. The success of mobile applications with consumers is bringing the market to exceptional growth. On this highly creative sector, many innovations are expected. Applications must be ergonomic, intuitive, and adaptable to technological changes in mobility.
The market in figures
By July 2015, more than 1.6 million mobile apps were downloadable in the Google Play Store, more than 1.5 million in the Apple App Store, and more than 300,000 in the Windows Phone Store.
Since their appearance on the market until 2015, about 200 billion mobile applications have been downloaded. From 2016 onwards, a higher number will be downloaded over a single year (Cabinet Gartner).