Mobile apps look great but can easily fail, joining the quickly growing graveyard of irrelevant wannabes. Digital gurus ask you be strategic, specific and relevant with your mobile strategies.
Why do apps fail?
A mobile app that fails is one that is not “fit for its purpose,” says Prakash Patel, CEO of Prezence Digital. Mobile apps should be informed by a solid mobile strategy that has objectives of what you want to achieve in this space. A lack of pre-planning and resolute purpose will, like any project, result in a product that is not engaging.

Lynette Hundermark, Head of Product Strategy at Prezence Digital says that we “should not create a mobile app just to have a presence”. Like any other marketing interaction, there has to be a level of engagement as well as relevance to the consumer who has to go through the effort of finding an app and downloading it using their own data.

There is growing space for apps in the SA mobile market
Patel describes Africa has a “mobile hungry continent” which is “the only way for many people” to connect to the internet. Many consumers will skip the PC due to affordability factors. Smartphones coming from brands such as LG are becoming cheaper which is aiding the transition of countries such as SA into more mobile-centric nations.

Cash strapped consumers can now enjoy the high-end functionality of a “low-end” mobile phone if they are willing to bypass the hype of ‘the latest and greatest’, in the process skipping the big, usually unnecessary, price tag.

When gauging the effectiveness of mobile apps we should look no further than one of the most successful, user-friendly and useful apps to hit the mobile market. The Ster-kinekor app developed by Prezence Digital grew bookings for movies by nearly 200% also increasing visits to the mobi site by 21%. It allows users to book movies, choose their seating, view movie synopses and cast lists as well as read the latest movie news.

If functionality meets consumer demand and is relevant, you may have a winning formula. Otherwise, it may be wise for you to go back to the drawing board.

Develop an app only if your business needs one. If you think it does, rather go to the digital agency with a plan as opposed to an ‘I don’t know, you tell me’ mentality. No valuable product arises from that.

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