Should I build a mobile app?

All of my friends are building mobile apps. They are talking about them, sharing their journey, struggles, and wins. So much so that maybe, just maybe I want to have an app of my own. But do I really? Let's take a look at the reasons behind having a mobile app in addition to the website.

Pros

First, we'll get the most obvious reason out of the way. If you are in an app-first market, this is the way to go. I have worked with startups in Saudi Arabia, where the market is different. They often start by launching apps first and think about the website later.

App-Specific Features. There are features, that only apps would allow to do. In some cases, it's not exclusive, but much more streamlined than the website. Offline access, camera and location access is something where the app definitely wins.

Personalization and ease of access: Whenever you open the app, it can recognize you. With every interaction, the app can allow for a personalized experience. And with the website, it can become an issue to find it and log in. Having the website on as a home screen shortcut may solve part of the problem. But native apps do usually work just a little more smoothly and fast.

Recurring services: Anything that has to be repeated often is great to have as an app. It can be any recurring services, schedules, or government interactions. E-commerce stores with high purchase frequency will fall into this category as well.

Services on the go: Apps are ideal for services that start online but require follow-up in the real world. For example, booking a hotel and having the reservation information readily available, or using loyalty programs that are valid offline.

Push Notifications: They can be gentle nudges that push (🥁) the user for action. But also they can be a version of texting with the user. For any type of messaging, push notifications can deliver the communications fast. This can significantly boost engagement and retention.

Brand Visibility: Having an app icon or widget on the phone provides an extra point of contact. Being present where users perform their daily activities keeps your brand top of mind.

Cons

It's not all fun and games though. There are also pretty good reasons to not build apps in some cases.

One-Time Interaction: This is the most critical of them all. If there is no reason to open the app over and over again, it is useless.

I enjoy participating in triathlons and running events, many of which have their own mobile apps to track race results. These apps often look simple and are likely white-label solutions. There are two main problems with this:

- There is no point in keeping the app. The next time you may ever need it will happen next year, if you decide to take part in the same event again. That's it.

- And there is no web version, so you have to download the app.

User Adoption and Retention: It goes in hand with the previous one. Even if the users have a good reason to install the app, they will need to have a reason to open it. Without regular opens, the app will become just a lonely icon on the 5th screen on the phone.

High Development and Maintenance Costs: This is an important consideration. If you don't truly need an app, it becomes an unnecessary expense to develop and maintain.

All in all, apps can be great if you need one. However, as with great power comes great responsibility, having an app requires providing an engaging experience and giving users a reason to open it every day.

And yes, we build mobile apps!