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We’re living in an era when the proliferation of connected devices – smartphones, tablets, watches, cars, PCs, etc. – is providing brands and companies of all sizes with new opportunities to forge relationships with their clients. And according to this study, for 64% of brands, it’s more than just an opportunity: it’s an obligation.

Mobile devices should not be considered isolated objects. They are part of a broader ecosystem made up of all the various points of contact that exists with your brand, your company, and your clients. Mobile devices play their part – just as your website does, together with your presence on social networks and your physical store. It’s just that this particular part can sometimes be more complicated to play.

Currently, around 60% of mobile users say they’re not satisfied with the experience they have with the apps that they download (Read). And that’s why, according to Google, 26% of apps end up getting uninstalled after being used just once. So there are no two ways about it: user experience is what determines your mobile app’s success.

A mobile phone is a personal object: it leads us into the Internet of Me. The relationship it creates is an individual one between the client and the brand – one that is customizable and which involves a service focused on people – instead of an offering focused on a product.

Where do you begin?

 

Take your customer by the hand

The mobile phone is not the ideal vector for selling a product: the right approach involves offering a service. Jean-Paul Agon, CEO of L’Oréal, hinted at this at the 01 Business Forum in February: “It’s quite apparent that digital technologies are changing everything. We have to rethink everything differently. Nowadays, L’Oréal no longer sells beauty products. Instead, it sells beauty services.” (Read)

With MakeUp Genius by L’Oréal, women can test makeup in virtual reality. Nike+ doesn’t sell shoes, but instead serves as a sports coach. Axa Drive is a driving coach that encourages users to drive more safely. Nestlé Devenir Maman [Become a Mother] provides pregnant women with support.

All of these apps have one thing in common: they support your clients. They provide them with support on a day-to-day basis by delivering a service. So the question you have to ask yourself before you create your mobile app is: what service do my clients need? How can I deliver it to them?

Another trend involves using the mobile app to do away with friction points: making purchasing a train or plane ticket more straightforward, making it easier to book a room or table in a restaurant, helping clients to find a vehicle or venue more quickly, etc.

 

The business model

But it’s not L’Oréal we’re dealing with here. Because I can hear your doubts: “I don’t have the financial resources to create an application to deliver a service unless it can generate income,” an SME might say. Except that…

Except that people who use your application are potential clients who will only actually become clients if the user experience is satisfying. Without this app, there’s no way they’ll ever become clients.

Except that it no longer takes six months of work and tens of thousands of euros to develop a mobile application. Integrated platforms like Wakanda can speed up app production, giving developers complete control over their budgets. Return on investment is much better and factors in the constraints that SMEs have to deal with.

Except that your mobile application generates benefits depending on its purpose. If its purpose is to reduce costs, the impact that it has on the company’s global spending needs to be measured, together with your teams’ productivity gains. Depending on its purpose, your application can generate direct or indirect savings, it can speed up client acquisition or the development of your CRM system, it can raise your brand’s profile or just help you to establish a name for yourself, it can increase your clients’ average spend and create new cross-channel sales opportunities, it can increase the amount of traffic to your retail outlet, and much more besides. In order to gauge your return on investment, you need to connect your app to a data analysis system, such as Flurry, Adobe Analytics, or Mobile App Tracking.

 

Wakanda simplifies your development work

At Wakanda, we believe that everybody should be able to bring mobility to their business, no matter how big or small their company is. That’s why we designed the Wakanda platform as an integrated working environment: we provide the most popular technologies so you can focus on designing your mobile app. You can pour your business expertise into creating a bespoke app that meets your needs.

You can prototype your application, quickly develop it and then test it – all in the same working environment. Everything has been designed so you can easily optimize your application or develop new ones, reusing certain components that you’ve already designed.

Find out how Wakanda helps start-ups to transform their business, here.