“Native apps” are software applications built to run on specific smartphones and tablets. They are not web pages, but they could contain content that they retrieve from a website. Apps live on a users personal device, can be set up on their home screen, and can create a great customer experience when they remove friction from frequent transactions. However, apps also require that a customer has a specific brand of phone, they are pieces of software that come at a cost and require maintenance, and they need to be heavily marketed so that visitors know they exist.
As of summer 2015, Google has nearly 1.3M apps on Google Play, and Apple has nearly 1.2M apps on their Apple App Store. Apps are clearly in high demand, but releasing an app that gets enough use to generate return on investment is not a simple project.
Web applications are available to any device or browser, and require no downloads or custom installation. They can be found through search and can be promoted seamlessly through your website. However, for frequent transactions they lack the immediacy and personal connection an app can provide. Sometimes apps can utilize hardware on the phone (camera, security, payment) that the web can’t.
A simple rule is that you should always start with the web, to ensure access to everyone, and then enhance the experience for smartphone users by adding an app.
This playbook describes how to know when a native app is the right approach, and highlights steps you need to take to build and release an app.
Is an app the right approach?
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Process
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