To build or not to build an iPhone App - the Pros and Cons for iPhone App Development

February 2, 2009

So the latest question we’d like to answer: Why Build an iPhone App?

iPhone Apps & the App Store

One of the hottest trends in the mobile market today is extending your mobile presence to the iPhone. Why? Simply it is the most popular phone on the market today (taking over the coveted #1 Position from Motorola’s RAZOR in October 2008).

It is also one of the best phones to display websites garnering more web usage than other smartphones, let alone cell phones. Many would argue that the user is more advanced. Rather, it’s the device that allows consumers to be advanced users.

When we talk about the iPhone’s ability for the mobile internet, we have to consider that the iPhone is really includes two devices in this conversation: the iPhone and the iPod touch (which has wi-fi capabilities).

Here are some reasons you SHOULD develop an iPhone Web application.

1. As stated previously, it’s the number one selling mobile phone. Consumers are flocking to it in droves (including the iPod Touch). AT&T is currently achieving over 2 Million new subscribers a quarter now due to the success of the iPhone.

2. More people surf & browse the Web on the iPhone. According to M:Metrics (Jan 2008):
iPhone MOBILE INTERNET USAGE (% of users accessing mobile content)
- 85% iPhone Users
- 58.2% other Smart phones
- 13.1% Standard Cell Phone
As you can see, an estimated 85 percent of iPhone users browse the Web on their handset.

3. The iPhone is an effective advertising platform. It’s the perfect device for targeting advertising campaigns. This includes the iPod Touch. According to AdMob (a mobile advertising network), the number of requests to their network from the iPod Touch was up 300 percent between November and December in 2008. The iPhone and the iPod touch now account for 15.5 percent of requests to AdMob’s network.

4. Competition for business specific apps is limited. However, many grassroots developers are quickly filling in the void with simple to use mash-ups.

5. Mobile-Optimized iPhone Web Sites are still missing. Time is now to get bookmarked as an easy to use iPhone optimized website.

6. People have a strong affinity to their iPhone. Throughout many apps are “share it” or “tell-a-friend” links to let others know about the app you like or recommend.

7. It’s viral. The Obama campaign successfully used an iPhone app to have peopled identify where they are to target supporters and drive them to local campaign offices and events. They even tied into the iPhone contact list (address book) so people can quickly call their friends from within the app.

iPhone Apps for the iPhone & iPod Touch are taking off.

Bottom line:

1) Optimize your website for the iPhone, iPod Touch and other mobile devices (if you haven’t already).
2) Create an iPhone App finding key services to tie into making the customer experience rich.
3) Start advertising targeting iPhone users because they use their mobile phone to access mobile sites more than any other user.
AND contract with companies that can provide mobile strategy and mobile consulting. But just do it (as they say).

Follow Up:

Others are not completely SOLD on the iPhone and have other reasons you SHOULDN’T target iPhone users. Some include:
1. The iPhone is still not the world leading device. Nokia still leads with 39% market share around the globe.

2. The iPhone cannot multi-task (meaning you cannot run the app in the background) – a negative for some. It also cannot copy & paste, a common frustration for many users.

3. The iPhone App is tough for many to generate sign-ups or sales. Many small shops are trying to enter the iPhone App business with little to any success. As with anything, if you build it, they may not come. Make sure it’s desirable and has good functionality before trying to start your next venture into the iPhone App Store.

4. Look at building Apps on other platforms including the Blackberry, Google’s G1 phone – the Android, and the new Palm PRE (soon to be released Feb/March 2009).