Five trends transforming corporate app publishing
Guest column: Charlie Claxton, Community Manager at Aquafadas, discusses how companies are facing their app development challenges
Corporate apps are booming business. Companies are fast realizing the power of branded apps. Around 80% of businesses consider mobile app development a priority, with 40% aiming to develop 10 apps over the next three years and 25% expecting to develop 26-50.
In the wake of ad blockers, businesses look to branded apps to put their brand in front of customers in a more creative way. And, according to Manuel Ranchin, Director of Sales at Aquafadas, brand awareness through mobile apps is increasingly successful.
“20XV, the recent Rugby World Cup app from French broadcaster TF1, is a great example of a branded app aimed at advertising and customer engagement,” says Rachin. “It received over 60 thousand downloads and 120 thousand visits in just one month, with an impressive average of 8.21 minutes spent in the app.”
Corporate apps aren’t only about connecting with customers, they’re increasingly aimed at employee engagement too. Internal corporate apps are becoming the workplace norm.
But despite this rise in mobile business, companies are facing app development challenges.
According to studies by moBack, Inc, and Kinvey, the main challenges include difficulties sourcing technical skills, long development periods, ineffective technological infrastructure and inadequate tools.
“Many publishers complain of slow development times,” reveals Ranchin. “They feel frustrated by the inability to build and update apps quickly.”
Aquafadas responded to this with their new Next Gen app, a simple-to-use, cloud-based app development solution.
“With our Next Gen app, we’re giving the power back to marketers. The tool is so simple to use, they no longer need a team of developers to build their apps.”
More app development autonomy among marketing teams is essential. Companies are in critical need of easy-to-use, easy-to-access app development technology to reduce costs and raise productivity.
1. Cloud-based development tools
Approximately 63% of CIOs want to build apps in the cloud and 67% expect to increase their use of cloud technology over the next 12 months.
The benefit of cloud-based app development is huge. Teams can collaborate from any location, it facilitates real-time updates, can significantly reduce costs, and increases speed to market with faster testing and publishing.
2. Tools that don’t require developers
Many companies don’t have development teams at hand to build their marketing apps. What’s more, many in-house development teams are Windows trained with little experience in mobile development. This pushes many companies to outsource, often at high cost.
To give the power back to marketers, app development solution providers increasingly offer tools that require no development skills to use. This allows marketers to manage the whole project from start to end — leaving development teams free to work on more complex projects.
3. Simple-to-use tools for faster development
Many companies report a single app development time of 7 months to a year. This is a serious drain on company resources, especially if outsourced. Simple-to-use, cloud-based tools drastically cuts development time.
But simple shouldn’t mean less powerful. As with Aquafadas’ Next Gen App, online app development solutions must still offer a wide range of enhancements, flexibility and interactivity.
4. Built-in app marketing tools<
You can create the best ever app but if no one knows about it, it will languished unused in the app store.
Too many apps fail due to poor promotion. The best app development solutions on the market offer in-built marketing tools to help publishers promote their app after publication. Tools include in-app purchasing, push notifications and advanced analytics.
5. Instant content updates
With cloud-based app development solutions, companies no longer have to wait. They can update their app in real-time, straight from an online control panel like Aquafadas’ Cloud Connect.
Charlie Claxton is Community Manager at Aquafadas, the digital publishing platform company.