WHAT ARE THE APPS?
The mobile application ( “App” is short) are applications developed for small portable devices such as mobile phones, smartphones, tablets, etc. And these can come preloaded on the device, as well as can be downloaded by users through application stores or the Internet.
More technically, we will say that a mobile application is a software that runs on a portable device (phone, tablet, e-reader, etc.) that can connect to Wi-Fi or wireless networks, it has an operating system compatible with the software and limited functionality. That is, a software component specifically developed to use the resources of the mobile device in an optimized way.
The Apps have a higher response speed, graphic quality, visual effects, GPS, and other features optimized for mobile devices, which make the user experience superior to what can be achieved if you enter the web version directly.
It is important to note that not all applications work on all mobile devices, each of them uses an operating system and the type of applications they support are different and must correspond to that device/terminal. That is why it is necessary to develop them for each Operating System independently, therefore, companies that decide to develop a mobile application must first evaluate in which devices they want to be present.
Different mobile operating systems, such as Android, IOS, Windows, etc. They have application stores that operate online where you can search, download, and install the applications corresponding to each device. Depending on the mobile phone (model) we can access a store (offered by our own mobile brand) that offers applications that work with the operating system of our device.
Generally (and even more so, nowadays) mobile operators offer flat Internet connection rates to be able to access countless applications and services from the phone, or through a Wi-Fi connection. This competition within telephone operators has favored the proliferation of this technology and the great use of applications.
The proliferation of spaces with Wi-Fi coverage, as well as a large number of telephone data rate contracts, have resulted in the App being here to stay, allowing users to carry out one or more types of work that can range from mere personal entertainment to organizational and productive tools.
THE APPLICATIONS MAKE IT EASIER FOR US TO BROWSE THE INTERNET THROUGH MOBILE PHONES, CITING SOME EXAMPLES AND THEIR USES:
- For cloud storage and file sharing (Dropbox)
- To organize tasks (Remember de milk or Wunderlist)
- For games (Roll the ball or Fidget Spinner)
- To interact with social networks (Twitter, Facebook, Youtube, LinkedIn …)
- To contact and talk with others (WhatsApp, Telegram, Skype)
- For photos (Instagram)
- To know recommendations during trips (Minube)
- To listen to music (Spotify or Brit)
- To go less to the Bank (indirect, BBVA online, etc.)
- To do the grocery shopping (Ulabox, Del super)
- To get discounts (Tiendeo, Groupalia)
- To buy fashion (Mango, Zara, BuyVip, etc.)
From the point of view of the app developer, the number of downloads achieved is not so important (although it is very important) the number of active users who can retain the application.
WHY IS IT INTERESTING FOR A COMPANY TO DEVELOP AN APPLICATION?
To answer this question, we start from the basis that mobile devices accompany users in 90% of their daily activity, at all times and in all places. Another peculiarity is that the average stay time per session ranges between 30 seconds and a minute, this means that navigability must depend on a click and adding that the keyboard of the mobile phones is small. If this is the case, it is logical to think that a different way of navigating through these devices is required so that users have a good experience and repeat.
THIS DIFFERENT WAY OF BROWSING IS CONFIGURED BY THE MOBILE APPLICATIONS:
- The idea
- Who is the user (a type of app)
- What platform
- What is the business model?
- The implementation
Another advantage offered by applications to a brand is the commercial scope that the Apps present for the products or services, but for this, an application must always be developed with the view that it is useful for customers.
WHAT TO EXPECT FROM A MOBILE APP?
As in everything related to digital marketing, the first thing to know is that you have to measure the results that an application will bring us. Rather, look at the ROI from customer retention, brand reach, and frequency of interactions.
THE IMPORTANT IS:
- Customer acquisition and loyalty. A well-developed phone application benefits the customer in many ways. First and foremost, it provides a solution to a daily activity, also, customers react better when they are contacted regularly, with relevant and personalized content so, consequently, they will be more loyal.
- Another advantage is the extension of the scope. Mobile technology is a great way to reach consumers who were previously unfamiliar with your business.
- In general, users use mobile applications more frequently than web pages. Why? This is attributed to the fact that we use our Smartphones more and from a greater variety of locations. Besides, it offers the possibility of sending push messages to the mobile application that will motivate the user to open the application.
MOBILE PRIVACY FACTS
When someone registers in an application store or when individual applications are downloaded, it is more than possible that authorization is requested to allow access to the mobile information.
FROM SOME APPLICATIONS YOU CAN ACCESS:
- The phone and email contact list
- To call log
- To data transmitted over the internet
- To your calendar information
- To the device location data
- To the unique identification code your device
- To the information that indicates how we use the application itself
Some applications can only access the data necessary for their operation, on the contrary, others can access data that is not related to the purpose of the application.
In short, while the mobile device is being used, information is being supplied that someone collects (be it the creator of the application, the application store) for a task almost always of a commercial and advertising nature.
Many of these companies that access information on user data, through the App, send this information to third parties. Who are those third-party companies to which user information is transferred? Most are ad network companies that can serve ads relevant and related to the user’s tastes or browsing habits since they know more information about the user.
This practice is not necessarily illegal or illicit, as long as it is accompanied by the respective privacy notices when the user downloads the application.