Small software applications (apps) started a revolution in the digital industry and therefore also in the online marketing. In the future more and more people will use a mobile device to access the internet instead of using a PC or notebook. Experts have determined that in 2012 50 billion apps will be downloaded. There are apps available for all different kinds of phones.
The average app-user downloads eight new apps every month. The battle for customers began some time ago and the marked is swamped with millions of different apps. Most of the time apps from the “top 10” list are downloaded the most. For being able to enter the list, the app must be downloaded at least 50 000 times a day. This makes it difficult to enter the market. Using apps for online marketing purposes requires a lot of planning and thinking ahead. Also a very good concept is needed.
The problem is that individual apps are technically not compatible. There are hardly any cross-platform solutions or software vendor available, which can operate all systems. The decision of which operating system to use, defines the market and the targeted audience. Trying to serve all the different demands in the market is very difficult and inefficient, because of the high cost and time needed. There are other programs, which behave like apps and can be used for different operating systems. They allow the user access to databases or accounting systems, via the internet. These programs are much more efficient in distribution, service and maintenance. The core point is that apps should not be seen as smaller versions of PC programs. The mobile is very different and requires its own ideas.
Before deciding which operating system to use, basic concepts, capabilities and relevant targets should be determined. After having an idea and a strategy, appropriate technical solutions can be looked for. The possibilities of using apps are widely spread. Apps can support internal processes, improve customer relationships and also reduce costs. Apps are as universal as the internet itself therefore they can be used for much more than just advertisement.
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