Why Are Companies So Keen To Provide Mobile Apps To Customers? Date:   Thursday , September 08, 2011 The massive increase in the demand of mobile apps has led to a windfall for the mobile application development companies. Every business today wants to cash in on this crazy demand for mobile apps as it is quick a way to promote their businesses. Small business, especially are relying increasingly on the mobile apps, as it helps them improve their operational control and in the long run would enhance the growth of their business. Vogue, BTIS (Bangalore Transport Information System) or Tata Sky, you name it and they are emerging on the app forefront. These companies are coming up with new and innovative ideas, which not only appeal to the users, but also engross them with their usability. Studies indicate that mobile apps are a staple diet of many people, who wake up with one app, and use numerous apps before going to sleep. The official figures by Google announced the Android market stands at 200,000 apps; while Apple's App store has reached 500,000 and still counting. A study by Nielson has revealed that games are the most downloaded app, followed by utility apps like news, navigation/search, and social networking. As for the customers, they get the information about the desired product or service at their finger tips, which can be accessed any time, and in some cases is customized to their needs. Users rely on the mobile apps more than the internet, since they can get access to it any time. This enables the companies to come up with more apps, which can garner more users. The time spent on mobile apps has surpassed the time spent on web browsing by 7 minutes, as of July 2011. The average user now spends nine percent more time using mobile apps, than using the internet. So what is it that drives these companies to develop mobile apps? Majority of such apps are free, which implies that the companies are not driven by monetary temptations. The main motive behind developing mobile apps for customers is to create an impression on the customer's mind, to increase the customer-base, the increase the customer-loyalty and to generate leads. An application for Pizza Hut made by Addison, Texas, unit of Yum Brands, has pulled in $1 million in the sales since it launched. The app provides users to build their own pizzas by dragging and dropping toppings in crusts of their choice, and have their orders sent to the nearest store. So how do brands ensure that the right audience is exposed to their app and gain insight on usage so that they can enhance their experience? Mobile apps allow brands to engage with individual customers at the right time, the right place, and with the right message or offer. One of the biggest advantages of using mobile apps is the improvement in productivity. Apps are helping the users make notes, create reminders, manage their finances, monitor their calories, and what not. User friendly apps cut down the time to do a particular activity, saving time, which can be used for other activities. Once the customer has used the products or services of these companies, the back-up by the mobile app will keep him/her loyal to the product, as the app will provide him/her with extra information. These apps help to lure likely customers towards the products and services of these companies. Some of these have in-app advertisements, which help to generate revenue for the companies. In order to decide whether your business needs a mobile app, the businessman should keep in mind: the mass market vs. niche i.e. apps work for devices they are designed for, so the company should develop apps for all platforms, if it wants mass coverage. Mobile sites are a good choice for delivering search-based content, as they work with the device's native application like its GPS, camera, microphone, etc. building an app can become expensive, if the businessman wants to be present on all platforms. There are many ways in which mobile apps can be used to leverage the business growth. Companies can use mobile apps to attract new customers, sync with the customer's requirements, and allow in responding quickly and efficiently to their needs. This helps in improving the customer service and the overall business experience.