Organisations should focus their efforts on architecting intuitive apps to drive competitive advantage

As the marketplace for consumer facing apps starts to reach saturation point, organisations will need to focus their efforts on developing engaging consumer facing apps that deliver a unique and seamless user experience. This is according to DOGFI.SH Mobile who states that simply having a mobile application is no longer enough to drive a competitive advantage.

Research from Comscore reveals that 49 per cent of smartphone users will not download any apps in a typical month and of those users that do download apps, the average number is 3.5. According to Ross Tuffee, CEO of DOGFI.SH Mobile, these figures suggest that the space on a user’s smartphone is now prime real estate for businesses who are looking to engage with their customers and enhance their brand experience. As a result, the organisations who will gain a true and differentiated foothold are those who focus their efforts on developing apps that have been designed to specifically meet the user’s needs and solve their problems.

He explains: “Customer experience is now largely being shaped by digital interactions, due to a growing appetite amongst consumers for online and mobile services. Consumers now rely heavily on their mobile devices to interact with brands and, as such, many businesses have deployed branded mobile applications to create a more engaged and loyal customer base. Previously, just having an app used to be enough. However, mobile apps are following a similar suit to websites in the sense that every business will soon have one and the marketplace for this is reaching saturation point.

“This commoditisation dictates that, given enough time, competitors will eventually be able to match one another in terms of the features and quality of applications. Therefore, organisations need to ensure they are taking advantage of the sophisticated techniques available to ensure their app stands out from the competition.

“Organisations can’t simply replicate their website into a mobile app anymore, instead they must essentially start from scratch. Apps need to be continuously tested with a real user and should be designed specifically with the audience in mind as if the app doesn’t provide a significant measurable benefit for the user then it won’t be used. At the same time, apps need to be inherently intuitive; if consumers don’t immediately understand how to use these then they won’t and instead they will move on to a competitor. Stability and agility are also key attributes; great apps are snappy and offer fast response times. Lastly, making sure an app is polished really helps to separate it from the competition; focusing on small details can be a key determinant for differentiation.

“The in-app experience has the potential to significantly enhance the way consumers engage with a brand and can propel customer experience ahead of the competition.

The winning businesses will be the ones who have refined their in-app experience by carefully considering the usability, look and feel of their app. Doing so will help to protect against the threat of commoditisation and will also lead to pleased and loyal customers,” concludes Tuffee.

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