The Why and How of Developing a Mobile App Strategy

Posted Under: Mobile

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The number of apps available on the two most popular mobile stores, Google Play and Apple’s App Store keeps on growing.  The competition is definitely getting tougher in the mobile apps domain and you can no longer take your app’s intended audience for granted. Users now have the option of choosing from numerous apps for their needs and requirements, and they are only going to pick an app that meets their expectations best. They will ignore all others.

One of the ways you can ensure your app development is successful in terms of the popularity your app is able to earn, is by focusing on developing a mobile app strategy. Strategic development always works best if you want to develop successful mobile apps. By having a strategy, you know your objectives and take the app through a development life cycle that helps it achieve these objectives.

app strategy

Let’s take a closer look at why having a mobile app strategy is so important  and how you can go about developing one that fits your expectations and the requirements of the app.

Why Do You Need a Mobile App Strategy?

You mobile app won’t exist in a vacuum. You are getting an app developed because you know that the app has a place in the market, there is a demand for the app and that it has definite purpose. A well-defined app strategy helps the app find its place in the market by ensuring that it meets the purpose for which it is developed.

A mobile app strategy makes sure that you are able to earn high returns from your app, and that you don’t develop an app for the sake of developing it. You must be able to monetize your mobile app and this cannot be done without strategically planning and developing your mobile app.

The keyword here is strategy. You need a strategy to become successful in business or if you want your products and services to generate revenue for your business. The same thing holds true for a mobile app as well. If you want to develop and make use of it for some reason or another, you must be able to make sure that you will succeed in your endeavors. This is why you need to develop and follow a carefully constructed strategy. A strategy will offer clarity on the steps you need to follow to fulfill your mobile app goals. Otherwise you might end up taking a series of missteps that will see your app failing to make its mark.

How to Develop a Successful Mobile App Strategy

A mobile app strategy can be broken down in 7 mission critical parts. Let’s take a look:

1. Identifying the Goals of the App

Why do you need the mobile app in the first place? Do you want to generate improved brand awareness through your app? Do you want to improve employee collaboration with the app? Do you want the app to improve the communication flow within your organization? What is it that you want your app to do? This is the important question that needs to be addressed. It is only after you establish the goals of your mobile app, that you will be able to conceptualize your app. So take a good hard look at your need and find out how a mobile app can take care of those needs and only then get started on defining its goals.

2. Identifying the Target Audience

What is your app’s intended target audience? An app needs to be designed and developed keeping the needs of its end users in mind. In order to offer users the kind of user experience they are looking for from your app, you first need to identify them and know their interests and preferences.  Not every user will have the same needs from your mobile app. So, you need to figure out what a large percentage of your audience wants from the app. Make sure that the app’s developers keep these needs and requirements in mind while developing the app.

3. Defining Resources

What are the resources you are going to tap in order to develop your app? Will you use an in-house team of mobile app developers or will task an expert mobile app development company to develop your app? This is an important question that needs to be answered. Furthermore, you will also have to define a particular budget for the project. You must also identify all those assets already available to you that can be used for developing the mobile app.

4. Measuring Results

measuring results app development

If and when your app achieves its objectives, how are you going to identify whether it’s done its job or not? You must define certain tangible returns on investments that will tell you that your app is a success. Is it the revenue generated by the app courtesy downloads or in-app purchases that will be the metric for determining its success. Or will it be the number of visitors to your website referred by the mobile app that will be the metric or will it be something else? The idea is to define a tangible metric that will tell you whether your app development is a success or not.

5. Brainstorming

Now that you have formulated your objectives, identified your target audience, and zeroed in on your performance metrics, you will need to start brainstorming for mobile app ideas. You need to conceptualize an app that meets the needs and requirements of the audience you are targeting. It must also be something that meets your organization/business goals. Make sure that you freeze on the right concept. Draw inspiration from the popular apps in the category on the app store that you want to target. Also go through your competitors’ mobile apps, identify their strengths and weaknesses and make sure you don’t make the same mistakes as them. Ideation is difficult because it not only includes getting hold of a unique idea but also visually mapping that idea, checking its feasibility and assessing the risks.

6. App Development

app development

Whether you will develop your mobile app in-house or hire a company to do the job for you, you will need to identify the different stages of app development. Chart out a comprehensive application development life cycle that will help you develop an app that falls in line with your needs and requirements and which will also be developed within the budget earmarked for it. The app must also be delivered to you at the pre-designated delivery date.

7. App Marketing

You need to make sure all your hard work that went into the development of the app is noticed by the app’s intended audience. What this means is that you must take the essential steps to market your app so that it becomes more visible to its audience; you must make your app discoverable. What’s more, you need to keep marketing your app over and over again so that it doesn’t fall off the radar with the arrival of a new app.

These are the seven parts that make up a mobile app strategy. As can be seen, each and every aspect of your app strategy seeks to ensure an app that successfully captures the imagination of its audience. A clear and comprehensive app strategy ensures success. You simply cannot do without it.

Posted by : Abhishek Agarwal Date : August 16, 2013

Abhishek Agarwal is Co-founder and CEO of Rightway Solution and Leads Business Development and Marketing Initiatives.


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