| Where to Start | | | | Cool at first, but the novelty soon wears off. Although |
| Determine the portion of smartphone users among | | | | millions downloaded the application, its ability to retain |
| your target. If it's extremely low, consider holding off on | | | | and re-engage users is low. |
| making the investment. However, as adoption levels | | | | Assign Business Goals |
| are rapidly accelerating, reevaluate the need for an | | | | Once you have a clear idea of the need your |
| app annually. Forrester Research reports that 17% of | | | | application will satisfy, determine the business |
| U.S. adults use smartphones. What is impressive isn't | | | | objectives that will make your investment worthwhile. |
| this figure, but the YOY (year over year) growth: 11% | | | | Don't forget to ensure that analytics are built-in, so you |
| of US adults used smartphones in 2008, up from 7% in | | | | can benchmark your progress. If what you want to |
| 2007. As a result, the most important question | | | | accomplish can be achieved by a mobile version of |
| becomes what mobile OS (operating system(s)) do | | | | your website, you may not need an application. |
| the majority of my customers use, Android, Blackberry, | | | | Applications take up space, users are selective about |
| or iPhone? | | | | which applications they install. To overcome this, |
| Don't Deny the Movement | | | | ensure your application is of obvious value. |
| Companies waiting for the application market to | | | | There's an App for That (Already) |
| mature will eventually discover it never happened. | | | | Even if your application serves a need and is incredibly |
| Technology will continue to evolve and so will the way | | | | compelling, make sure there aren't existing third-party |
| people use it. Mobile applications will not be right for all | | | | applications with similar (or superior) functionality. If your |
| businesses but don't underestimate their power. | | | | application idea already exists, consider sponsoring or |
| Applications can be used to increase time spent with | | | | advertising on that application instead. Simply duplicating |
| your brand, but they also can be used to bring | | | | a competitor's successful application is not a viable |
| competition directly onto your sales floor. An application | | | | strategy to reach users. |
| such as ShopSavvy allows barcodes to be scanned | | | | If you are taking the time to invest into an application, |
| to compare prices between competitors. In less than a | | | | make it worth the effort. Determine which |
| minute, the results are available to users, profoundly | | | | smartphones features your application can take |
| changing the shopping experience. | | | | advantage of. Ensure you consult with every |
| Identify Need | | | | department in your organization during the planning |
| Applications should be mutually beneficial. Successful | | | | process. For example, the marketing department may |
| applications must accomplish specific business | | | | want to use GPS functionality to provide incentives to |
| objectives while satisfying a need that appeals to your | | | | those near a physical property, while customer service |
| target. Begin with the end-user. Don't ask yourself | | | | wants to include a Q&A forum. |
| what solution you can provide; instead, determine what | | | | The Duck Hunt |
| solutions your target needs. The only caveat to this is | | | | Developing an application is akin to duck hunting. You |
| delivering an application that simultaneously creates | | | | must aim just ahead of where the duck is when you |
| and fills a need. | | | | pull the trigger. Your application's end-users are moving |
| Will the benefits of your application be in the form of a | | | | targets. Where they are right now is not where they |
| utility or entertainment? Longevity is also a factor, | | | | will be when you launch. As technology continues to |
| popularity does not necessarily equal success. Take | | | | evolve, ensure you continually monitor the popularity of |
| the "Zippo Lighter" application for example. Millions of | | | | different smarthphones among your target and adjust |
| iPhone users downloaded this application, which allows | | | | your application as necessary. |
| users to light a virtual lighter with the flick of their wrist. | | | | |