Do I need an app?

This is the question I hear from many organizations these days. Whether they’re selling a product or whether they’re offering a service or even just as a way of getting ahead of the competition, they all ask whether they need an app for smartphones and tablet users. And although, at first glance, the answer would seem to be yes – it is 2013 after all – it’s important to drill down to find out exactly what each organization really wants.

So, let’s think about what question having an app is the answer to. For some organizations, it’s simply ticking the box saying people can download our app. But that begs the question about what are they going to use the app for, and, perhaps more importantly, will they ever use the app? We’ve all got apps that we excitedly downloaded and just sit there unused on our smartphones and tablets! And that isn’t good PR.

For other organizations, an app is a way of saving money. Think about it, if a client comes into your office and speaks to someone, let’s say that interaction costs £15. If they phone up, let’s say that costs £7.50, but if they do everything online, that costs, say £1. So an organization that moves its customers and potential customers online will save huge amounts of money. Having an app allows people to buy an item, book a visit, or whatever from their phone as easily as from a laptop.

For many people, online banking, online shopping, booking something, Facebooking, Tweeting, texting, etc are very familiar and, these days, second nature. People who aren’t quite so mobile-savvy are more likely to pick up a phone and ring than they are to use other alternatives such as choosing from a menu on their TV and trying to type a message using the TV remote control.

The next question for organizations to ask is whether they want to develop an app and continue with their Web site, or whether they want just a mobile Web site. People familiar with CS6 Dreamweaver will know that the software allows ‘fluid’ design, so users can create a style sheet that applies to smartphones, tablets, and standard Web pages. The same text appears on all three devices, but the layout adjusts – depending on how the designer wants it to look. One thing to bear in mind at this stage is that whether you choose an app or mobile Web site, users will expect a very high standard. And if their transaction doesn’t work first time, they will probably not bother trying again. So whatever a company chooses, they need to get it right.

If you do choose the app route, then your organization will need at least two of them – one for Android and one for Apple devices. And then you may want a Windows app, and a Blackberry app, and who knows how many other variants may be required.

Although an app designed for a device will probably be easier to use, using a mobile Web site means the look-and-feel will be the same on every device and will be available on every device (even the more obscure ones) immediately. This is called being platform agnostic. Another advantage of an app is that data could be browsed offline. But with the prevalence of wifi hot spots these days, that’s not such a big deal. Of course, regular users might be happy with an app, but a casual browser may not want to download an organization’s app for a single use. For the organization, they can push out information using the app, which they can’t with a Web site – unless people sign up for the e-newsletter.

A simple compromise is to build an app that takes people to a useful landing page on your mobile Web site. And make sure it works

All change!

It’s been a funny old week. IBM offering apps for mobile phones instead of sticking strictly to big iron, and Google buying a slew of IBM patents. When the British surrendered to the rebel American army at the end of the war of independence they played a tune called the world turned upside down. That’s what this week feels like.

It seems that Windows 7 smartphones aren’t really up there with the top three yet, because IBM has only made its app available to the app store for iTunes, Android, and the teenagers’ favourite, Blackberry. For IBM, the idea is to make their social networking platform, IBM Connections, available on smartphones – like Facebook and Twitter (and other social media). To be fair, you could access IBM Connections through a browser on these phones, but now there’s a proper app. Obviously there are different processes for making the app available for the different organizations, which will affect how quickly it will be before you can download the app on your device. The good news is that the app is free.

So what is IBM Connections? According to IBM’s Web site: “IBM Connections is social software for business that lets you access everyone in your professional network, including your colleagues, customers, and partners.

“The latest capabilities in IBM Connections, such as Moderation, Ideation Blogs, and the Media Gallery, enable you to embrace networks of people who are engaged and to work in transparent and nimble ways to create business value.”

It seems that the ideation and media gallery modules are natively available in the mobile apps. This allows users to vote on ideas, comment on ideas, and manage the ideas from their phones. In addition, users can take photos and upload them – so they can be shared immediately.

Built in to IBM Connections 3 are ‘moderation’, ideation blog’ and ‘media widget gallery’. Moderation allows users to review content in blogs, forums, and files before lications and approve, reject, or delete as appropriate. There’s a template available for each community to generate ideas, gather feedback, and come to consensus on the best ideas. This is the ideation blog. The media gallery widget is obviously somehwere to upload and share photos and videos.

Meanwhile, Google has confirmed that it bought 1,029 patents from IBM. These include SEO, servers, routers, relational databases, object-oriented programming, and fabrication and architecture of memory and microprocessing chips. It seems that no-one is revealing how much was paid.

Why would they buy so many patents? Perhaps to avoid litigation because they are using someone else’s idea. Or perhaps it’s to stop a rival company using someone else’s idea. It may be little more than synchonicity that Google has recently launched it’s Facebook-like Google plus. The more cynical among you may suggest they are looking for a way to stop Facebook doing something as yet undisclosed that will affect their business! Or it could be to do with the Android versus iPhone smartphone war. Or maybe its because Oracle is seeking billions of dollars in damages and royalties because of Google’s use of Java in Android phones. Or maybe, late in the day, Google has realized how important patents are in the modern business world.

Interestingly, Google was after 6,000 patents from Nortel Networks, but lost out to a consotium including Apple and Microsoft, who paid $4.5 billion for the patents. This could be the year of patent sales.

So there you have it. A week when the king of big iron turns up on the smallest of smart devices, and when Google gets itself a stash of patents. What will next week bring?