Mobile application development is not an IT issue any more. With the advent of industrial internet, internet of things and data analytics, disruptive innovations have been hitting the market at break neck speed. The implications of disruptions are too serious to be taken for granted. While embracing the digital imperative and having a basic minimum no frills infrastructure is necessary, as businesses have learnt, it is by no means sufficient. Mobile app development thus should be viewed in the larger context of leveraging technology to manage growth. First mobile website and app development connects the business to the end user in a direct way like no other channel does. Real time information and business intelligence generated from the streaming of consumer activism on personalized devices like smart phones and tablets enables businesses to recreate marketing strategy as and when changes happen on the ground. This in reality means that the time lag between observing changes in consumer trends, buyer behaviour and tastes and preferences on the one hand and making the strategic course shift on the other is reduced to zero. Availability of real time information thus aids the adoption of an on-demand model like never before. The second factor that makes mobile apps even more important is the reduction in cycle time of operations in sales and marketing activities. Keeping these two factors of mobile applications in hindsight we now proceed to learn how businesses should adapt their application development processes at high speeds to flow with the currents of disruptions.
Match the Metabolic Rate of Innovations to Stay Ahead of the Pack
The single largest talking point among sales executives and managers is the necessity to match the rate of innovations hitting the technological landscape with concurrent tweaks to the marketing model. Businesses need to remember that mobile development is both a boon and bane. As long as the first mover’s advantage is in the hands of the developer team of your business, it sounds lyrical. But when the business fails to keep pace with disruptions, consumers sense the splitting gap between their expectations and perceived digital experience. The competitor is only an application download away from the smart phone of your customer. The simple truth is that disruptions tend to make consumer inertia and consequently loyalty insignificant. On the other hand, having an agile development process in place enables businesses to experiment, test, refine and launch new products in lesser time frames and thus ride the disruption wave to their advantage. In essence an agile framework for development means a lesser time taken in the cycle of conceptualization to commissioning resulting in fast, aggressive and customer centric product launches and better market penetration.
Engage With the User and Then See
Marketing strategy assumes a bi-focal dimension with agile mobile applications development. The apt way of maintaining a balance between short term goals of profits and long term goal of creating value is to look at the present, study it meticulously and then create the future on the basis of that analysis. User engagement has to be a spontaneous stream of interactions rather than a onetime event or an annual customer satisfaction survey. The point here is to reduce the cycle time between strategy and feedback to near insignificant levels and thus enable course correction in product offerings, pricing and customer relationship management in split seconds or minutes at best. Being agile though does not mean running ahead of times or ahead of the user. It means running the race at the pace of the user not at the pace of the competitors or anybody else. Businesses in short, need to do away with the habit of waiting for a new trend to mushroom in the market. They need to create trends and make things happen even before competitors have thought of it.
Leverage User Insights to Drive Growth across Departments in the Organization
Marketing is undoubtedly the job of specialists and will always be. But the responsibility towards a higher bottom line has got to be organizational and not individual or departmental. Insights on consumer behaviour and user preferences need to be shared among employees of diverse departments ranging from research& development, supply chain and logistics to packaging to create a corporate culture that is customer centric and dynamic in every way.
In the final diagnosis, mobile applications development companies need to evolve from being the lender of technical resorts to being the lender of strategic resorts. An agile development process when followed by mobile app developers allows businesses to learn about their customers and get up close with them. For businesses to grow they have to adapt their mobile apps development at high pace. This requires businesses to constantly prune their mobile websites and apps so that they can introduce new offerings to the market in very short time frames and end users can enjoy superior digital experience.