There’s a graveyard of brand apps that were a little more than a
flash in the pan in terms of repeat usage from consumers. And the reason
for this is simple. The majority of brand apps serve little or no
utility at all to users.
The key, unsurprisingly, is making apps that are based more on
long-term utility rather than campaign
one-offs. The tradeoff is that true brand platforms require a mix of
departments while most brand apps originate from marketing departments
and are geared to specific campaigns.
“Utility apps have broken the path for the app world,” said Yvonne
Caravia, chief experience officer for Mobients, a mobile design and
strategy agency. “People who are on the go want to get stuff done
quickly, and having a branded app that provides some sort of utility is a
good way to get them coming back over and over again.
A study by Localytics found that just one in four mobile apps are never used again after being downloaded. The same study also found that 26 percent of apps aren’t used more than once.
Read more here
No comments:
Post a Comment