Mobile Development – Are You Asking The Right Questions?

With the launch of the iPad 2 last month and the attempts from Samsung, Toshiba, Sony to compete, I think it’s clear that tablets are here to stay, not only in the hands of consumers but also in the corporate world.

Mobile has solidified its position as one of today’s most vital marketing channels, as well as an effective productivity tool for people on the go.  Not surprisingly, one of the biggest trends we’ve been seeing in nearshore outsourcing is engagement for mobile development projects.

Traditionally, most nearshore development has focused on web applications and enterprise software.  But more and more companies are now looking to providers to develop mobile apps for both smartphones and tablets, as both promotional vehicles and workforce enablement tools.

But developing apps for mobile and web is different, and while the reasons for engaging a nearshore provider for each is similar, before you do so, ask yourself some key questions.

• What business need will the mobile application serve?

Seemingly obvious, this question is often skipped over by too many companies, both large and small.  Instead, they become enamored with just having a mobile app in the marketplace – leading to plenty of sleek, shiny apps that ultimately enjoy a very short shelf life.

Before beginning a mobile development project, it’s critical to consider how the app will be used to both engage the target customer and contribute to the company’s overarching marketing strategy.  And the provider must be a part of this process by listening to the customer to determine the need that will be fulfilled, in turn enabling them to develop the app with the business goals in mind.

• Does the provider understand more than just development?

Many providers are aces when it comes to having the technical proficiency to get an app developed, but few can also contribute to the marketing strategy to make sure the end user actually downloads it, or the workforce actually uses it.   Most mobile projects demand creativity, digital marketing expertise, and a thorough understanding of the user experience – in addition to the development skills.  When selecting a vendor, it’s important to question whether they can offer the full range of capabilities demanded in both the development and the discovery processes to address the customer’s needs.

• What does the user really want?

This one actually has two parts – the before and the after.  The “before” refers to creative design and development, and questioning which features will keep the user engaged enough to refer the app to his or her buddies – a key ingredient of success.  The “after” refers to the customer feedback loop, and how it impacts the delivery of future iterations – which must come quickly, to keep engagement levels up.  Both parts involve the provider, so be sure they can engage the customer in the development and design process of both the initial app and future versions, and can also deliver these versions to the customer quickly.

Smartphones have already become an integral part of our daily lives, and the launch of the iPad 2 made it clear that tablets have taken hold as the next evolution in mobile.  The opportunities for marketing on mobile are there – you just have to know how to find them.  And while engaging a nearshore provider for mobile projects can have many benefits that contribute to getting an app into the user’s hands quickly, these benefits are, of course, accompanied by potential pitfalls.  It’s critical that the provider can combine digital marketing expertise and development skills, while also understanding the business need for the application and how this need relates to the user.

If you’re looking to explore opportunities with mobile development, make sure you’re asking the right questions, and your mobile projects will end up yielding real business results, not just a shiny new app.