What about running costs?
It is of equal importance to possess the budget to maintain the app as it is to build it. "It's important to realise that just like all areas of a business strategy, after its initial creation ongoing development and support is required," says McDonagh.
"Many apps fall down in the period after their initial success, during which a failure to improve over time by adding new features and eliminating bugs ultimately leads to wasted time and money," says Adam Croxen, MD of London-based digital innovation agency, Future Platforms. "With iOS, Android and Windows, plus a range of device sizes, SMEs need to also establish their platform strategy. Many build a name on iOS before branching out."
What's better: an app or a mobile website?
There is, of course, a third option – forget trying to create an app and instead go for an HTML5 mobile website using a platform like Squarespace, which is very popular with SMEs. It can be a cheaper option that's just as effective as an app.
"Mobile websites are often cheaper to maintain and will support a greater number of devices, but they are unable to take advantage of the native features of the device," says Davis. "It can also be very valuable to have your app icon on your customer's phone to ensure that your brand remains front of mind."
Research appears to back up the claim that people prefer to use mobile apps far more than mobile websites. "The power of a native app is so much greater than a mobile website," says Blair. "The most powerful feature that native apps have over mobile websites is the ability to message your customers directly with Push Notifications, which have some of the highest engagement rates around."
There's also the smaller matter of getting online. "A mobile website can be highly flexible, but does not have the same phone presence as an app, and requires an internet connection to work," says Swaddle. "Apps get better access to phone features such as accelerometers, GPS and cameras – mobile websites can access these too, but typically in a more limited way. I think a key consideration here is your audience – what are they going to be using the mobile product for, and how and where are they going to be accessing?"
How long will apps remain relevant?
"Smartphones and the mobile way of life are forecast to see increasing levels of growth for a good time to come," says Davis, "so now could be as good a time as any to get your business listed in the app stores."
Swaddle uses the analogy of radio; it's hardly a 'now' technology but no-one should ever underestimate its popularity and power. "Apps will be relevant for some time," he says. "The only certainty of mobile is change – apps will be an important part of an organisation's overall strategic toolkit for many years. Mobility is already a big part of corporate and everyday consumer life, and this will continue."
"Apps will not be going away any time soon, and over the course of the next few years will evolve into more immersive experiences," says Jay Karsandas, Digital Manager at Mobiles.co.uk, who thinks apps allow engagement between company and consumer without the 'background noise' on a web browser. "Users make a clear choice in downloading an app, and SMEs and non-profit organisations can create experiences based solely on their message and brand, which is a wonderful opportunity to embrace."
