An app is the answer - but what was the question?

Mobile apps are everywhere with every company of every size pushing out some form of mobile app in the true spirit of test and learn. But have we been learning?  Do we continue to create apps that solve great problems that didn't need solving and result in great download figures but disappointing usage rates?  Mobile web now further muddies the water with questions raised as to which is better a mobile app or a mobile web site. Multi-device now throws in a new dimension as consumers are working across multiple platforms using the tools most fit for purpose which could lead to the conclusion that we need lots more apps all tailored to the individual device. 

Mobile apps make most sense when they are dependent on some form of native functionality within the mobile device. Namely dependent upon some form of geo-location or camera or microphone or possibly even just more suited to touch screen interfaces. If the problem you are trying to solve can best be addressed by something using this native functionality then an app is best. Of course the app route may make sense from an authentication perspective as you seek to provide a permanent logged in state for consumers which produces huge levels of stickiness for the app and may not need any native functionality of the device other than it being permanently on and with the consumer. 

Mobile apps moving forwards give us the chance to build on all this with omni channel experiences that nurture multi device where you can understand the customer behaviour and journey as they bounce from web to tablet optimised site to mobile app. Across all of these working simultaneously and in support of each other potentially utilising pairing technology to help ease usability. The app has a great deal still to offer and we need to develop our thinking to maximise the benefits to really transform some complex customer problems. Epic outcomes delivered through app evolution.