In brief
Treat mobile apps as an integral part of your product. A well-designed app can simplify complex functions, expand a product's usefulness and influence consumers' purchasing decisions.
The first apps to appear on the market may have been little more than gimmicks, but they have evolved beyond that. They are becoming remote controls for the Internet of Things. Apps are no longer accessories; they are necessities.
On Android alone, the number of apps currently available has reached 1.3 million. This wealth of choice creates a fiercely competitive market, especially considering that 90% of apps are used only once after being downloaded and installed.
Apps have played an important role in the product experience for some time. Consumers' expectations of apps now extend to even the most complex products and industries. These consumers want innovative ways to use products, and the right product app can deliver them. A well-designed app can simplify complexity, and companies should aim to do that when developing apps.
Apps Can Make or Break a Product
Companies tend to focus on mobile as a channel through which consumers can buy their products. After all, apps account for 82% of consumers' usage time. In 2014, online retail sales of goods reached US$345 billion, so it is hardly surprising that companies concentrate on promoting their products through mobile.
However, these companies are missing out on a growing market. An app is more than a sales channel; it is part of the overall product. For many products, apps will play an important role in consumers' purchasing decisions.
Take Apple Watch as an example. Smartwatches are a less popular category of wearable devices, owned by only 2% of US consumers. In one survey, when respondents were asked why they did not plan to buy a smartwatch, 83% said these products lacked the features they needed. Currently, 47% of smartwatch users use them as fitness trackers. As a result, smartwatches have previously been confined to a niche market, primarily serving fitness enthusiasts.
However, following the launch of Apple Watch, this situation may change. Some estimate that Apple Watch could account for as much as 73% of the wearable device market by 2018. This smartwatch comes with 14 standard apps, offering functions ranging from email to remote control of Apple TV. The watch itself is merely an expensive timepiece; the selling point of Apple Watch is its apps.
Mobile Apps Can Simplify Complex Functions
When people use apps, they are looking for simplicity and ease of use. They want to use existing products in a new way, or do things that were previously impossible. A well-designed app can create this kind of experience.
Using apps simplifies complex tasks, enables users to access new product features, and can even change a company's business model to maximise user satisfaction and sales of its products.
Let users' expectations of apps inspire your brand. How can you integrate app content and functionality with your products, tools or services? How can you use apps as a selling point to attract users along the purchasing journey? And how can apps extend a product's usefulness and enhance its value and significance? The goal should be apps that provide users with a complete, enjoyable and convenient service.