Page 11 - Issue 2 2023

MOBILE APPLICATION

There is more to an app than just

outsourcing development

By Richard Firth, CEO of MIP Holdings

n October last year, Discovery and Dialdirect, in conjunction with the City of Joburg,
launched the Pothole Patrol app, which would allow drivers to report potholes
Iusing geo-location data. This wasn’t the first time an app of this type had been
introduced, and in fact, the Johannesburg Roads Agency (JRA) had its own app that
offered the same functionality.
Unfortunately, however, the JRA’s app became defunct as a result of the fact that it
was developed and then left to run itself, with no maintenance or management after
it was published. This is a far more common situation than many would think, as many
businesses assume that once they have paid for the development of an app, it should
just continue working.

The app journey isn’t as easy as it seems
While almost every organisation appreciates the need for an app that will allow its
customers to interact more directly with the company, few understand the intricacies
of making that app an effective interface with the business. A great deal of focus has Richard Firth
been placed on the benefits of adding an app to a company’s portfolio, but less time
has been spent on the challenges and drawback an app can bring if not properly
developed and managed. the customer. If a company doesn’t
An example that will be glaringly obvious to most business people is that a mobile seek input from customers and
app is normally built to provide a 24/7 self-service to customers or consumers. So understand what type of features and
the decision by a company to build a mobile app may have huge implications on a functionality they would be looking
company’s internal processes that are not designed to function outside of normal for in a mobile experience, developing
business hours. How does a company support a customer using its mobile app at an app is a complete waste.
2am when a customer has a query? When there is an
One of the most important things a mobile app offers to consumers is The biggest ongoing service
awareness of and communication with a company’s brand, and through nightmare for any agreement, which
that regular interaction with the target market, trust is fostered. The business developing a should last between
more your audience trusts you, the more likely they’ll be to listen mobile app is delivering three and five years,
to later sales pitches and even commit to your brand. With an app, something that their the mobile app can be
you’ll demonstrate to your users why they should trust you by showing users don’t even fine-tuned to ensure
(rather than telling) what your brand stands for. want. that it meets customer
Of course, none of this applies if the app regularly doesn’t work, needs. Similarly, any
if there is no immediate feedback from the business, or if the app only potential problems relating
offers limited functionality. When companies pay a once-off fee for an app, they to performance or integration with
may be getting something that they can publish so they are visible alongside business systems can be dealt with as
their competitors, but too many get a static product that does nothing for the and when they arise. When a mobile
consumers using the app. app is purchased as a once-off product,
these challenges become much bigger
Navigating challenges headaches that most companies
The biggest nightmare for any business developing a mobile app is delivering can’t resolve themselves, leading to
something that their users don’t even want. This happens when you approach either more expenditure on a failing
app development from the wrong perspective. Many businesses fall into the trap channel, or a static product that quickly
of creating an application from their own perspective, and not the perspective of becomes useless.

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