What is the real benefit of mobile apps
for enterprises? Let’s look at some statistics from the last year…
Not
only are they using apps to access daily information, but their
engagement with brands is likewise migrating to apps, with 68%
of mobile users engaging
with brands via apps.
Now is the time for companies to
implement enterprise apps, both internally and externally, in order
to increase engagement with customers and employees alike. However,
companies looking to create apps are being faced with the question of
whether an app is really necessary, or if a mobile website will
suffice.
At
Omega we believe that mobile
websites are not enough to provide optimal levels of engagement and
productivity. Mobile apps are essential for any company that wishes
to stay
ahead of the competition.
So, what are the key benefits of mobile apps versus mobile websites?
1. Increased engagement and interaction
Mobile
apps run within their own interface environment, which allows
users to become more immersed in the experience.
There are a number of reasons why this is the case…
Apps are purpose-focused
Users come to associate specific tasks
with apps. Users prefer apps as they’re an easy-to-use version of a
full website, or because they’re a simplified version of a longer
process e.g. buying an item on a full website versus an app.
Increased scope for interactive experiences
Simply put, mobile apps allow for
companies to develop more interactive ways for the user to engage
with their content. Rather than reading blocks of text, or looking at
static images, apps can integrate features will enable users to
interact with components of an article or website.
Habit building
Mobile apps aid in the habit building
process. Users associate tasks with particular apps and devices over
time, becoming familiar with using a range of mobile technology. The
ease-of-use and accessibility of a mobile app reduces the time
required to turn a process into a habit.
This
all leads to increased
user engagement with your mobile app.
Mobile sites, on the other hand, run on browsers, making them less
present in the daily mobile behavior of users.
2. Instant access online or offline
All
mobile apps can be accessed instantly by tapping on the relevant icon
on a mobile device. This allows users to find the information they
need quickly. Many apps
can be accessed offline too,
with updates being stored locally on the device until it reconnects
to the internet.
For example, loading updated content onto
your app then going offline to read it can be an incredibly
time-saving feature of mobile apps, particularly for people commuting
to and from work via underground trains.
Mobile websites, on the other hand, must
be accessed via mobile browsers, and generally, take longer to load,
which can be irritating for users. Mobile sites do not work offline
either so that quality time is lost by users who are unable to
get things done.
3. Increased SEO potential for your in-app content
There
are a number of ways you can take advantage of SEO benefits to ensure
that your app ranks highly on search engines. It is often thought
that in-app content is overlooked by Google, but that
is not the case.
App
indexing allows search engine crawlers to index your app content via
deep links. This means your app will rank just like any mobile
website would, and in many cases apps
actually rank higher than websites.
You can ensure that your app ranks well
for SEO by checking that you have each of the following optimized on
the respective app stores:
- App Title
- App Category
- Keyword Field
- App Description
- Developer Account Name
Secondly, there are a series of factors
which impact the SEO of your app on search engines. They’re
referred to as Dynamic Success Metrics, which can be summarized
as:
- Download Volume
- Download Velocity
- Ratings/Reviews Volume
- Ratings/Reviews Quality
- Freshness
- Links (Google Play Only)
- +1s (Google Play Only)
4. Native features available for apps
Mobile
apps also provide additional uses and features that are not available
on mobile websites. The most significant of these is their
compatibility
with a devices’ hardware and features.
Mobile apps can take advantage of native
device features like:
- Tap-to-call/email
- Device vibration/ alerts
- Image uploader (camera)
- Instant and automatic updates
Mobile websites, in contrast, are very
limited as to the amount of a device’s native features that they
can access. They may contain some of the above information or
features but the integration with mobile devices will not be as
efficient.
5. Increased security with existing systems
Mobile
apps can also easily integrate
with existing security systems to
ensure the highest levels of security. Data protection is of the
utmost importance for organizations, but with device and system
security you can safely access, share and modify data on mobile
devices.
Mobile Device Management Software
Apps
can use Mobile
Device Management software,
which can not only lock down apps but also remotely deploy or retract
them, giving enterprise customers greater control of the apps on
mobile devices and the functionality they offer.
MDMs
are also often audited and meet strict security standards which are
more secure than a standard website. At Omega we consider security to
be of such importance that most
of our partners are actually security companies.
6. Improved productivity and reduced costs
Perhaps the biggest benefit of mobile
apps is that they can make communication between employees, training
and access to resources easier and quicker.
Apps
running reliably on devices are reported to lead to increases in
productivity of between 20%
and
40%,
creating extra time that can be used to generate additional business
and revenue. Apps are also extremely effective at handling and
manipulating complex data, producing charts and reports.
Mobile sites, on the other hand, are
generally slower to load and harder to optimize, particularly when it
comes to complex data, which can inhibit productivity and make work
flows slower.
7. More efficient business processes
Mobile
apps offer instant support and information to customers whenever and
wherever needed. This means that
users
can instantly access key information on
their mobile device at the click of a button.
As
mentioned, push alerts can also be sent to their mobile devices
whenever new information or updates are available. Mobile apps
generally enable users to do everything they could normally do on a
mobile site, but faster
and more efficiently.
Mobile websites, in contrast, require
logging in in order to show a specific user’s key information,
making this process slower and more difficult. Push alerts are also
not available on mobile sites, which depend on traditional alerts
such as email.
You can take advantage of the benefit of mobile apps today
In conclusion, the benefit of mobile apps
far outweighs that of mobile websites. Mobile apps offer far more
benefits, providing a rapid way for customers to access information
on secure mobile devices.
At Omega, we offer lower-cost tools for
the development of specially tailored apps, helping your company to
stay ahead of your competitors. Now is the time to begin creating
their own mobile enterprise apps.
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