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Never stop striving for great mobile apps
This article is part of the Business Information issue of Special Edition, March 2013
On a recent trip into Boston on what we Bay Staters call the T, the local light-rail and subway system, I noticed something peculiar about the other passengers. They didn’t have faces. Or at least ones you could see. They were buried in some handheld device or another. “Strange,” I thought, before turning to my smartphone and emailing my editor. It’s obvious that the developed world has gone mobile, but like me, some companies are seemingly oblivious, offering not great mobile apps but ones that are really just smaller, clunky versions of websites. As says Michael Kan, a law student interviewed for this special edition of Business Information magazine on the mobile phenomenon, “Apps shouldn’t try to do everything its website does.” But there are things they need to do to satisfy this new mobile world: design apps that allow customers to conduct business on their devices but also connect them to live agents if needed. Oh, and they should be as easy to use as a doorknob. It’s easier said than done. Attractive apps that trigger ...
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Features in this issue
As customers try to solve more problems using mobile apps, they should still have the option to talk to an agent without having to repeat themselves.
To design successful mobile applications, companies must remember to consider the back end as well as the front end.
Easy-to-use apps that are designed specifically for mobile devices are a great way to engage customers. Just ask the folks at Krispy Kreme.
Columns in this issue
Mobile apps are not spinoffs of their website predecessors—they need to be designed with mobile devices in mind. The formula is the right combination of form and function.