It's looking increasingly like
every business- big or small- will eventually need to develop a mobile app to
allow customers to reach them from wherever they are.
Luke Lightfoot, marketing and
client services at UR Mobile, a software company that provides
enterprise-level, mobile web solutions, says that in order to create an
effective mobile web app, businesses need to keep a few things in mind.
Integration with back-end data: You do not need to create a mobile web app from scratch, Lightfoot said. There
is a good chance your company is already using a Web app that just needs to be
extended to the mobile Web, Lightfoot said. "Instead of developing a brand-new app that would require a separate database and add layers of
complexity, small businesses can now translate a current web app to the mobile
web, effectively leveraging their current service."
Integration with multiple
applications: Not only can companies translate web applications to the mobile
Web, they can also orchestrate disparate services from unrelated applications
to create one unique and powerful mobile web app, Lightfoot said.
"Companies have the ability
to integrate functionality from multiple web apps into one mobile application,
without adding layers of complexity," he said. "This allows mobile
constituents to engage with multiple business processes at once, streamlining
constituents’ interactions with multiple backend databases."
Mobile-specific tools: In order
to create a rich user experience, companies should also include relevant tools,
like geo-location and social media, in their mobile Web apps, Lightfoot said.
"There are a variety of options for this strategy of enhancing the user experience by taking advantage of the mobile environment. Allowing constituents
to find business-related services or event locations and empowering them to
share their experiences about the SMB’s services from their mobile devices can
increase constituent engagement," he said.
Branding: Companies should
tailor the look and feel of their mobile web apps, not only to achieve a
consistent brand image in the application, but also to extend the same quality
of interaction to their mobile web apps that are present in their other service
channels, Lightfoot said. "This level of optimization unifies branding in
the mobile channel with that in other channels and reflects well on the
brand," Lightfoot said.
Accessibility: Great mobile web
apps should not be kept a secret, warns Lightfoot. "Small businesses should
advertise these new service channels, he said. "One way to do this
is by generating QR codes, which link directly to the mobile app". These images
can then be added to marketing collateral like brochures and posters."
Companies can also send URL links through emails, social media and text
messages to make people aware of the new mobile Web app, he said.
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