App-Scoop

​The “application world” is a market that is constantly growing. Not only the app world but the technology in the app industry is growing at high speed. So, sometimes it becomes very confusing for the app developers to understand which app platform should be used – the native app or the hybrid app? Firstly, we need to determine the fact that a modern business can’t afford to not offer mobile apps that don’t offer the required software to its users. Hence, choosing between the hybrid and native platform is very challenging. Secondly, both these programming languages – native and hybrid – come with their own pros and cons. 

​But while weighing both these platforms, the popularity of the hybrid app has been growing. Do you know why? It’s because a hybrid app is able to provide features and performance with a nominal costing. It is also compatible on different platforms; and hence the hybrid app is becoming a new norm.

Advantages of a Hybrid App

Let’s quickly list the key advantages of the hybrid app:

• The developers are using different web technologies such as HTML and JavaScript as they are compatible with various mobile platforms.
• It can be written in a single code base instead of writing the native code in different languages such as Java, Swift, etc.  
• It reduces time and cost for developing the app; as the app can be developed in HTML and you don’t need to create two versions, i.e. for Android and iOS.
• It has access to a wide range of platform-specific functionalities such as GPS or camera.  
• It has a good appearance and user-interface.  
• It is portable and just requires a native harness to run it.  
• It can provide both online and offline access as the app can be packaged through a server or locally.  
• There is no update required and wait for approvals.

Relation between Java and Hybrid Mobile Apps

Java became popular because it got rid of the limitation of C and C++. Java has been upgraded several times since, and now it has become an object oriented programming language. It is an open source language and is freely available to the public. Similarly, hybrid mobile app is very cost effective and can be developed in HTML, for both – the Android and iOS users. Hence, the same logic applies to hybrid mobile apps.
The scope for hybrid apps becoming more popular is possible primarily because of the advantages it offers.

So, Will Hybrid Apps Replace Native Apps?

It is determined that hybrid apps will not replace native apps because former also has a few limitations when it comes to its functionality. For instance, native apps offer better user experience than hybrid apps. There are also high chances of the app not being a part of the App Store is they realize that it’s a hybrid app. Also, native apps are a preferred choice when it comes to running high performance apps and games.
We are at a stage of infancy when it comes to choosing between platforms (there are only four – Windows, HTML, iOs and Android). To conclude, hybrid apps are a much cost effective way for a company to port over their app. Their technical person does not need to learn a new language or even hire someone to do it.
But on the other side, the user experience in native apps is something that the company cannot ignore. For example, iOS users and developers know the apps inside out. Without customizing the UX for each platform, the apps won’t work the way they worked before, thus, the lack of functionality and eventually losing their app users.
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Hybrid apps will grow and shows promise for the future but native apps are here to stay too!  

​Experts estimate that there are more than 40,000 health related applications. That’s a lot of apps for an industry that is just starting to blossom in the market. This number will further grow if Apple decides to launch the “rumored” Healthbook.
As per the latest rules and regulations, any health app that stores or processes personal health information, launched in the US must be HIPAA compliant. HIPAA stands for Health Insurance Portability and Accountability Act. The law protects all “individually identifiable health information” or PHI that stands for Protected Health Information.  It basically, collects and protects your health information and medical records. So, before you plan to develop a health app, you must ensure that it is HIPAA compliant. 

​Apps such as Google Fit, Nike Training that are collecting information like calorie count, weight loss progress, body stats, etc. do not come under the HIPAA compliancy. This data is not considered as PHI (Personal Health Information).
On the other hand, if you use any app that holds information such as your medical records, billing information, information about your health insurance, or your health file, the app should be HIPAA compliant. When an individual has received services from a covered identity, it’s also considered as PHI. The name and address of the patient in medical records is also considered PHI. For example, Truevault system is HIPAA compliant because it stores PHI, such as an individual’s medical records.

Making Your App HIPAA Compliant

There are a few things that you need to consider while making your app HIPAA compliant:

• ​Storage: When you enter the data, it is usually stored in the device’s memory. Hence, the app should make sure that the data is fully encrypted. This information should be stored in the encrypted or else the app would be breaching security as a health service provider and would be considered out of HIPAA compliance standard.“HIPAA compliance is multifaceted. When you’re thinking about cloud storage, your first concern should be the Physical Safeguards required by HIPAA. If your hosting provider isn’t able to meet these requirements (and sign a BAA attesting as much), you need to find a new hosting provider. Once you have a solid foundation, you have a long list of rules to meet; it’s a lot more work than building a simple Rails app on Heroku.” said Kate Borten in an interview with Blue Label Labs. 

• ​Using Transport Layer Security: Also, when the data is being transferred to the server from a device, the app service provider must TLS. They must also pin the security certificate if they see a possibility of the device being used on a platform they can’t trust or compromised network. Privacy and security of medical data is first priority to make it HIPAA compliant. 

• Email – Not A Secure Way to Send PHI: Since, an email is a very generic communication platform; it is advisable not to use the same to convey PHI. Sending PHI through email is a HIPAA violation. But if you do wish to communicate through email, it should be done via a HIPAA compliant email service provider. 

• Database/API calls: There are two entities, doctor’s office and business associate that need to be covered under the HIPAA compliance. If your app is not compliant with these entities, you will not be able to give your app access to make API or database calls. You can’t even search and read anything within their database. 

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• Push Notification: As we already know, mobile phones are not completely secure devices. The native push notifications are used by many applications to inform users about updates and changes. This runs the risk of violating the privacy regulations that are mentioned in the HIPAA.An app can be completely HIPAA compliant but sometimes a few things are beyond control such as physical phone or laptop security. For example, the data is lost due to theft of your electronic device or someone hacking into your electronic device. Although, you can be extra careful by ensuring that you set a passcode lock setting whose password only you would know. Or in case, of your electronic equipment being lost or stolen, to take advantage of using built-in functionality of your device.

Conclusion

A mobile app developer that has HIPAA obligations is actually an inquiry based on facts. A small change done to the functionality or business models can lead to a different conclusion on whether HIPAA applies or not. Hence, the app developer need to make the boundaries clear and determine whether or not it is going to store PHI, and hence, if it should be HIPAA compliant. If incase, the business model changes, the app developer should review if it again to determine if the app needs to be HIPAA compliant. 

​The database is evolving rapidly. Old database structures are being replaced by new data based structures. There are two types of databases – SQL and NoSQL.

What is a SQL Database?

SQL or relational databases are structured. They can be compared to phone books that stores phone numbers and addresses. It organizes structured data fields in defined columns. SQL is a programming language that is used by software engineers to design rational databases. Some examples of SQL database include MySQL, Oracle, Sybase and IBM DM2. These databases help execute queries, recover data and edit data. Editing data includes updating, deleting or creating new records. 
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What is a NoSQL Database?

NoSQL or non-relational databases are document oriented. They store the data like file folders, i.e. they hold everything, from a person’s address or phone number to their Facebook likes, shopping preferences, etc. It doesn’t incorporate the table model; the data can be stored in a single documented file. Hence, the data can be found easily but it cannot be categorized into fields like a relational database does. For example, Hadoop is an open source computing and data analysis platform that processes huge amounts of data in the cloud and is popular with NoSQL database stacks.

Advantages of SQL

• Simple yet powerful JOIN clause – a single command can retrieve related data stored across multiple tables
• Fit naturally into venerable software stacks, including LAMP and Ruby-based stacks – they are understood and widely supported if at all you run into problems
• Restricts access of a table so that nobody can insert the rows into the table
• Improved vertical performance so horizontal scalability is no longer a necessity
• View the data without storing data into the object
• No need to write a lot of codes

Advantages of NoSQL

• Ease of access for app developers
• NoSQL databases use APIs which allow developers to execute queries without having to learn SQL or understand the database system unlike relational databases that have a relationship with applications written in object oriented programming languages
• Rapid development – can make frequent updates to the data structure
• Cloud-based storage is an excellent cost-saving solution
• Sets no limits on the types of data you can store together – allows you to add different new types as your needs change

So, when would using NoSQL make sense?
Following are the instances when using NoSQL makes sense:

• Document Database solution CouchDB sums up the distinction between RDBMS and Document Databases.

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• When the data is stored in key-value pairs – NoSQL database should be used. Redis, Voldemort and Dynamo are well-known key value stores.
• NoSQL should be used for softwares that have data or columnar database present.  Examples for graph database include Neo4J and InfiniteGraph and columnar database include Cassandra and HBase.
• A NoSQL database sets no limits on the types of data you can store together. It allows you to add different new types as your needs change. 
• When data is provided from a third party source, a NoSQL database is an application for statistics and/or reports generation.
• Using commodity (affordable, smaller) hardware on-site or in the cloud saves you the hassle of additional software. NoSQL databases such as Cassandra are designed to be scaled across multiple data centers out of the box without a problem.

When would using SQL make sense?

• ACID Compliancy protects the integrity of the database by stating how transactions interact with the database. For an E-commerce and financial applications, an ACID-compliant database is preferable.
• It would also make sense to use SQL if your data structure is not changing often.

 
So, which one is better – SQL or NoSQL?

​So now that we’ve got a download on SQL and NoSQL database, you will need to assess if you require a relational or non-relational database management system. The idea that both these databases are in competition is not true – remember, that most companies use them concurrently.
If your data structure needs are changing and growing fast every minute, you need NoSQL; whereas, if you don’t have a changing structure and have a moderate growth rate, you must opt for SQL.
If you are still confused, don’t hesitate – approach App-Scoop!

​It will be 10 years for the biggest industry on this planet in 2018 – the Mobile App Ecosystem. It consists of millions app developers and billions of smartphone owners who use mobile apps daily and make this industry thrive. The Statistica forecast states that there will be 197 billion app downloads by the end of the year 2017 as compared to 90 billion in 2016. 
Source: http://www.businessofapps.com/data/app-statistics/  

Entering this industry is not as easy, the mobile app company or individual needs to stand out of the crowd. An app requires the correct marketing techniques to promote the mobile app. To market any product, traditionally, one needs

• A powerful, intuitive website
• Influencers, brand ambassadors, reviewers
• Investment in paid advertisement

But now with the advent and reach of social media, attracting new customers or users has become easier. You can promote your mobile app by using both, free and paid tactics. Let’s take a look at some social media apps that are commonly used by the users of this day and age and how you can promote your apps:

Facebook Groups and Messenger  

Facebook ads are a great way to advertise your app. However, if you don’t wish to spend to promote these apps, you can also post about your app on organic groups to rapidly build your audience. You can check a case study on Bruce Dally, a man selling drone parts who got 1000 orders in 6 months by being a part of Facebook Groups and a loyalty program. Eventually his product was so good that the consumers started advertising his product for free.
Case Study Source: http://www.rewardcamp.com/case-study-using-rewards-and-facebook-groups-to-get-1000-orders-in-first-year/

Snapchat

Geofilters is one of Snapchat’s best and cheapest ways of promoting the app. It is the best way to target a young crowd. You could find Snapchat’s on-demand custom geo-filters a little expensive but they are still cheaper than other forms of advertising. Another way to showcase your product on Snapchat is by playing your ad between Snapchat stories. You can also grow your own following but that doesn’t work for short term campaigns. 

​Instagram

Instagram’s user base has a consistently growth since the past 4 years. 

​The same strategy applies here as on Snapchat; you can either build your own following or run Instagram ads. Since, Instagram uses Facebook’s ad targeting functionality, you can choose your target audience according to the geographic location, age, gender, etc.
Instagram offers three kinds of ad options:

• Picture ads
• Video ads
• Carousel ads

According Lucas Miller, “Influencer marketing is another option you can explore on Instagram. The platform’s engagement rate is 58x that of Facebook and 210x that of Twitter while 84% of users will take action based on opinions of others. Brands have also seen ROIs of up to 6.5x with influencer marketing.”
Source: http://www.jeffbullas.com/get-amazing-results-instagram-influencer-marketing/

 
Twitter

Twitter is another great source to advertise your app via social media. If you add your mobile app link to Twitter, it automatically creates an app card for your app:

​Once the link is updated, the audience will see a call to action which will either ask them to open the app or download the app from the app store. Tweeting about your app can also gain you followers and help build a fan base.

LinkedIn

With more than 450 million followers on LinkedIn, the suggested way is to take an organic route to build your company following, engage your target market and getting active in groups. There are different types of LinkedIn marketing options: 

​These tips provide powerful and actionable methods for promoting apps on social media. People spend more time on social media and this trend will definitely continue. Even if you can ace two to three platforms it can bring your app a lot of success.
 
Remember:

Promote your mobile apps and games with a powerful trailer

A trailer should be exciting and energetic to draw in the audience. It should include a call-to-action either in the video or in the content of the post. Share the video on all social media sites. Use paid tactics if necessary.

Use content marketing and reach out to influencers, blogs and publications

Content marketing especially creating the right captions is very effective to increase your app downloads. Use influencers to share your content and encourage your daily users to do so too. Include a clear actions such as download now or download here or Like or Share. You can go a little crazy with your content, people like unexpected and memorable content on social media.

Be consistent with social media marketing

Build a fan base and keep engaging and reengaging with them. You need to post updates regularly.

Define your social media voice and build a fan base
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Facebook, Twitter, YouTube, Instagram, Snapchat and even LinkedIn are some of the best social media sites to update your content. But don’t limit yourself to that; the idea is to build a fan base by creating conversations and relationships. When someone comments on an update, photo or video, jump into the conversation and offer your two pieces of advice. Offer small incentives, hold weekly contests; it’s the best way to draw attention and build royalty. 

​Apps are built for two purposes – business awareness or monetary benefit –or both! We all agree that apps like businesses need monetary funding to keep running. Apps require you to invest in technological, content and graphic updates, and this requires money. So do all apps make money?
Well, if you have an app and if you use the right tactic, you can make money too! 

App Monetization Options

In-App Purchases

Here, the user is allowed to download a free version of the app. For example, Candy Crush users are allowed to download the game for free but if they wish to buy more extra lives they need to make a payment. The same thing is available in dating apps such as Tinder, Woo – in these apps by making a payment, you can send crushes to other users and your profile is also given a boost to get you more likes and matches; whereas a user who doesn’t pay doesn’t receive these benefits.
According to statistical research, in-app purchases get 76% of all the revenue in the Apple App Store in the US, and over 90% in the Asian markets.

In-App Advertising

You can make monetary benefits by using the age old traditional model of advertising. Free apps can give certain placements, sizes and positions to the advertisers. The money earned from advertising can vary according to the kind of ad and the user. Click-through are paid differently, where as videos are paid more than static ads. Also, the payment differs from user to user, for example, a user accessing the ad from the States will contribute more monetarily than the user from India.

One Time Purchase

In this kind of purchase, the user needs to pay for the apps only once and all the other features and upgrades are expected to be free. In this kind of scheme, there is no repeat revenue from the customer unless it sells paid merchandises or a yearly renewal (or based on a renewal system).
Free Apps with Advertising
You can make a good amount of money on your app if it is something that users constantly logs into, for example, a news agency apps that the user uses on a day-to-day basis to keep up with the news can earn a lot of money through advertising.
But advertising should also be done prudently; the user experience should not be frustrating. A study done in 2015 states “the top performing banner ad sizes/positions by conversion rate were about 320×50 or 300×250 pixels and took up either a slice of the bottom of the screen, the lower half of the app, or a slice across the center of the screen. Interstitial ads, commonly found in gaming apps, are full-screen video or static image advertisements that can be very obtrusive if not timed correctly”.
Source: https://www.emarketer.com/Article/What-Display-Ad-Sizes-Drive-Best-Viewability-Rates/1011670
There are also native ad concepts that can be incorporated that are designed to look like a part of the app. For example, videos and advertisements are found in intervals in apps like Facebook and Instagram.

Introspecting Your App for Monetization

Now, let’s take a look step-by-step if your mobile application can earn you some revenue:

• Identify similar apps like yours and identify the opportunities they missed to monetize their app.
• If your app is free, then you can include paid features in your app to monetize it, for example, if it is a gaming app, you can give an option to the user to pay for certain advantages.
• If you charge for your app provide subscriptions or renewal fees over a set amount of time.
• Find the correct ad for your app, for example, if your page is about exercising, rent some space to advertisers that promote health products, healthy lifestyle or sport gears or equipments.
• If your app is meant to boost your existing brand or business, try not including in-app purchases or advertising. 
• Grow a large user base for your app by sponsoring your app ads on social media pages in intervals.
• Know your app market and users by carrying out a market research and getting an in-depth knowledge about your competitor’s mistakes or profits.

Remember, the best in-app purchases are intuitive and just make sense within the context of the user experience. Whatever strategy you adopt, keep a track of your own data and monitor it. Try new things based on the data, test them and find the monetization strategy that works in your favor. It’s time to get rich folks! 

​With the multitude of new startups and entrepreneurs rising in the society, every business in the world needs to upscale itself and make it better than the rest of the pack. Having said that, it is also necessary to understand that the right method should be used to promote or start your business.
So the first question we come to is, “what does your business really need?” With the online culture getting continuously evolved and rapidly changing trends, it’s important to know the correct meaning of the keywords that are generally used in the tech industry.
Do you actually know the exact differences between Minimum Viable Product (MVP), Proof of Concept (POC) and a Prototype? Let’s understand each term in their entirety. 

Minimum Viable Product (MVP)

MVP is the work-in-progress version of your technical solution. It allows you to do a test run with the target customers and see their reaction when they use the product. This helps you save a lot of money instead of making a complete product that the customer’s don’t want to use. MVP is a way to understand if people want to buy the solution that you are trying to build.
Eric Ries, an American entrepreneur, blogger and author of The Lean Startup, quotes, “The minimum viable product is that version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort.”

Proof of Concept (POC)

A proof of concept (POC) is a demonstration, the purpose of which is to verify that certain concepts or theories have the potential for real-world application. POC is therefore a prototype that is designed to determine feasibility, but does not represent deliverables.
Definition Source: https://www.techopedia.com/definition/4066/proof-of-concept-poc 
In one short sentence, proof of concept is all about testing if a certain idea or concept is feasible or not.  For example, the client needs to build a messaging app. It’s something that people use a lot but it might not do as well because people are already using Whats App and Facebook Messenger, so your app needs to now come up with a little extra something that could spice up your app. Well that “little extra” something could use some POC.

Prototype

Before the entire development of the application, it is necessary to build interactive prototypes to understand the screen for core app flows, usability of the app and special features to test out. The prototype involves stakeholders and investors. It will be valuable to know how people would interact with your product.
 
MVP vs. POC vs. Prototype

Trying to decide how and where to fit these methodologies while developing your app is surely a struggle! Let’s clearly understand with the help of an example.
A certain toy company has designed a new toy and has decided to build a company around it. Firstly, they would need to implement the POC method to ensure that they are not wasting time on something that doesn’t interest the users. The concept needs to be proved in the market. To achieve a POC, you need to ask questions like, “Does this toy have any extra features or values that the other toy doesn’t offer? Or “Is there a need for this toy?” If there is a positive answer or a solution to these questions then your idea is validated.
Once your idea has been validated, the next step is to build a prototype. You need to feature the prototype in a mall that has different toys and see if it generates any interest from the target audience. If there is no positive response from the audience, then it clearly will not get a response later either.
But, if it does get a good response from the audience, it’s time to move on to the MVP stage where you make your first batch of toys with the most basic features and test it in the marketplace. People will actually buy the product and test it by paying money. This will also help you understand if you have priced it correctly.

Remember

A MVP app is the core-value-proposition-wrapped-up-in-essential-features-only version of the product to bring value to the market as soon as possible. The approach towards MVP should be, “What is the core value of the app?”
The proof of concept (POC) method revolves around testing if an idea is doable. It is the simplest, fastest, most precise way you can think of to either confirm or infirm your hypothesis about the user and your app. The approach towards POC should be, “Is this concept feasible?”
A prototype of an app is an interactive, working visualization of the product, meant to identify usability flaws in design. The approach towards prototypes should be, “How should you build the application?”

Isn’t it simple; now, we are sure you know what your business needs!

​You’ve thought of an amazing idea for an app. You build it from scratch. It’s time to launch it. BUT you say, “No, it’s not completely ready; let me make a few alterations. I can’t launch an incomplete app.” Well let me tell you, it never will be!
Every successful app that was launched has never been completely ready for the users. Do you remember when Facebook first launched its app. It had so many limitations. Now, you can edit your pictures, upload videos as display pictures, use so many more emoticons apart from ‘Likes’ and even react with .GIF images. Apps like Facebook, Airbnb, Uber were not built in a day. There was a constant upgrading process that took place behind the scenes attracting more and more users. 

What is Smart Scoping?

Smart scoping is basically scaling down the original scope of your mobile app so that it gives you the chance to keep upgrading it and making it better. This doesn’t in anyway mean that you build substandard app that is not user friendly or serve any purpose.
Smart scoping, basically, helps you concentrate on your highest priority to achieve your business opportunity or to address the issues in your app. Your focal point should be at upgrading after your application, so as to achieve the best impact in the fastest time.

Some ways to smart scope your application:

• Validate and invalidate the assumptions by gathering feedback to improve future versions
• Identify the bugs and concentrate on the user-friendly aspect of the app
• Track usage behavior
• Gather real user feedback from actual app users

Limiting the Scope of the App

Smart scoping also involves limiting the scope of your app. This doesn’t mean that it should have any less features or usability restrictions; it just means that you need to gather the relevant feedback and then start working on it, one upgrade at a time.
Although the only time that you need to “de-scope” your app is in the following situations:

New Idea/Untested Market: Making an app that is absolutely new to the market means that you need to go slow and get as much feedback and user data as possible. For example, when Uber launched it was a fairly simple app that allowed the user to book a cab over the phone. Over time new features like ‘Rentals’ and ‘Out station’ (fairly recent) were introduced in the app.

Meeting Deadlines: If you have a deadline that you can’t miss, you need to limit your app instead of overloading it with features that are faulty. Features that have bugs have more of a downside than not offering the feature at all.

Budget: Budgeting plays a huge role in designing an app. You don’t want to overshoot the budget and land in a soup, would you? Hence, scoping intelligently and improving it step-by-step would ensure that you don’t overstep your budget.

Example of a Successful and an Unsuccessful App

Let’s take an example of two apps; one that succeeded and the other that failed – Hailo and Uber.
Hailo was a mobile app that you could use to hail a cab (the regular yellow cabs).With a 100 million funding it hit NYC in 2013; but so did Uber. Now, Uber was supposed to cater to a posh audience with their black car but what they did instead was that they introduced Uber X with really cheap prices.
Already hit with that aspect, Hailo further did not do their market research. Most “yellow” cabs in NYC don’t have a smartphone. Hence, reaching out to them and booking the cabs was becoming a problem.
If Hailo had smart scoped the project by investing less money on an untested market, they would have got real time user feedback and not invested more time and effort but instead could have come up with a solution and diverted their business model. But what Uber did was that they introduced high end cars and then changed their model, after gathering real time user feedback. This led to their success. So remember, “Uber wasn’t built in a day”, they smart scoped their app, leading it to success.
Reference Source: https://blog.placeit.net/apps-fail-teach-us-app-marketing/

So, what did we learn?

In the end, it all boils down to delivering a high quality application adds value to users, meets your objectives and that aligns with the budget and timeline kept in mind. Ensuring that you scope the project intelligently with logical milestones based on user feedback will help your application excel and widely used. Create a scope statement at the beginning of the project and concentrate on making an app that leads you to profit rather than bankruptcy and a failed effort.
A famous quote reads, “Half of being smart is knowing what you are dumb about”, which stands true in the case of even smart scoping your app!
 

​Mobile optimization is becoming more and more trendy these days and it is no surprise. According to Mashable in August 2013, 17.4 percent of all global web traffic came through mobile devices and this number will continue to grow in 2014. So if you don’t want to lose your piece of the pie, it’s time to step into mobile world.
Now, if you are looking to expand your company’s presence on the mobile, would you consider making a mobile app or a mobile responsive site? Firstly, let’s understand the difference between the two! 

​A mobile app is a software application that the user needs to download to access data. Mobile apps can be downloaded on smartphones, tablets and laptop computers. Whereas, a mobile responsive site is designed specifically for smaller screens or touch screens. The user is able to access the website from mobile device’s web browser.
Now, let’s take a look at the data that explains to us the time spent by the user by using the mobile app and the mobile web. 
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Through this graph, we can determine that the number of users using mobile app has been consistently growing; whereas the users using the mobile website has been stagnant. But before we come to any conclusion, we’ll need to take a detailed look at the differences between a mobile website and a mobile app. 

Which One to Choose?

Given a choice between the two, it is important that you decide what you need to choose depending on your end goal. For example, if you wish to make an interactive game, then it is best if you make an app. For example, it is much simpler to play Angry Birds on an app than on a website browser. Ideally, most mobile apps should have a mobile friendly website.

Advantages of a Mobile Responsive Site

If the goal is to market or boost public communication, a mobile responsive site is much more advantageous to help in your mobile outreach strategy.

Available instantly: The user can just click on the link to view the required content on the site; whereas the user needs to download the mobile app. There is a huge barrier between the initial engagement and the actual conversion.

Compatible across device: A website can be opened in an iPhone or an Android.

Mobile websites can be updated instantly: It’s much easier to change the design and content of the website. You can simply publish the edit once and the changes are immediately visible, whereas, in an app the user needs to install an update to use the new features.

Easy to find: It’s much easier to find a website than an app. It is much easier for users to find a website because their pages can be displayed in search results and listed in industry-specific directories, making it easy for qualified visitors to find you. 

Time and Cost: Mobile websites are much cheaper and easier to maintain and develop than an app.

Support and Maintenance: Supporting and maintaining an app (upgrades, testing, compatibility issues and ongoing development) is more much more expensive and involved than supporting a website over time.

Advantages of a Mobile App

Now let’s take a look at the advantages of a mobile app:

Interactivity/Gaming: An app is perfect for interactive games like Angry Bird, Pokémon, etc.

Personalization: Apps offer personalization, i.e. offering tailor made communication to users based on their interests, location and usage. Identifying the location, helps the application software to guide the user and offer him/her real time geo-specific content.
Procure data without internet connection: An app is also useful when the user needs to procure data on the phone without internet access. Let’s take the example of a banking app. The app has the provision to provide tax calculation, determination of loan limit, installment calculation, etc. without internet connection. Even though some mobile responsive sites allow you to access cache, you must know that they can offer very limited features.

Apps are Faster: Apps run faster than mobile responsive sites. Apps usually store their information on the mobile app which makes it faster for the user to access rather than using web servers, which sometimes have no connectivity or are slow.

Getting Notified: It’s much easier to get notified about the latest development or news rather than getting to know only when you access a website. There are two kinds of notifications: push notification and in app notification.

In app notifications are when the user receives the notification when he/she opens the app; whereas a push notification allows the software to send a notification which the users receive regardless of the activity that they are doing on their mobiles. According to a source, “There have been instances where the push medium of notifications has delivered click-through rates of 40%.”
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Users Spend More Time on Apps: As per Flurry Analytics, users spend more time on apps than mobile websites. It states, “Mobile users spend 86% of their time on mobile apps and just 14% of the time on mobile websites. Moreover, the average time users spend on mobile apps is also increasing. But a point to consider here is that users spend a majority of their time on gaming apps and social media apps.”
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Conclusion
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The mobile app v/s mobile responsive site debate can be ended with a simple solution – the end goals. If your mobile goals are marketing driven and if the aim is to deliver high end content to the client then a mobile responsive site is the answer. On the other hand, if the user wants an interactive and personal experience then a mobile app is the solution.
One must also remember that it’s not always necessary that you’d need to choose between the two. Some businesses/companies could need both a site and an app; for example, Facebook. There are many users that log in from desktops as well as use mobiles to check regular updates. Hence, it’s not always supposed to be a debate. In the end, it’s all about choosing the right tool and expanding the horizon of your business. 

You don’t need to wait for a Hollywood director to make a movie that makes digital technology look larger than life. Augmented reality has already made way into our lives, slowly but surely, through digital apps! The best thing about AR apps is that they bridge the gap between the digital world and real world.

Do you remember the Pokémon augmented reality app that became a big phenomena? ​

To explain in lay man’s terms, ​​the app developers put an overlay of digital data on top of real world objects. This was a marker-based augmented reality app.  These apps enable the software to pinpoint particular patterns when it used together with a device camera, i.e. a smart phone or a tab to overlay digital information over the real world. Hence, the players could see the different Pokémon’s sitting on tree tops or running in a garden or hidden in a restaurant. When the player pointed towards the Pokémon, they saw a virtual UI on top of the object. These kinds of apps can be used to create 3D imagery or even text over real time images.
There are also location based augmented reality apps which provide data on a specific location of the user’s devise.
 For example, Google Maps allows the user to understand his/her location and the road to their destination. This location based augmented reality apps also make it possible to know if there is traffic on the road and the fastest route to their location. Uber and Ola use similar technology to understand where their client is waiting for the cab and the client can also keep a tab on the whereabouts of the cab.
Some of the best augmented reality apps include Facebook, Snapchat, Sky Map, etc. Facebook and Snapchat allow live videos, filters of animals and also photo filters. Sky Map is an app that shows you the location of the stars when you hold the device facing the sky.

Future of Augmented Reality Apps

Originally developed or the Military, AR apps have been around for a long time. The potential of AR is vast especially in the education sector. We already have AR apps such Google Translate that helps the users to translate text into different languages. However, the only criterion is that the user needs to have some form of camera to overlay images on top of the real world. The future lies in getting over this barrier of 2D traditional computing.
According to the Wall Street Journal, Facebook’s Oculus, Samsung, and HTC Vive are looking to revolutionize the supply chain issues. This technology will allow supply-chain managers to make quick decisions, save on travel expenses and increase productivity. Imagine, if supply chains could have access to 3D representation of their factory floors. The Managers could inspect issues with immersive, virtual renderings of conveyor belts in overseas warehouses using a wearable headset.

 Recommendations of AR Apps

We bring you the top recommendations of free AR apps that you must download in your Smart phone and try them out for yourself:
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Ink Hunter: Ink Hunter lets you try out pre-made tattoos, as well as your own designs, and they can be oriented in whatever position you like and placed on any part of the body. The app previously only supported black-and-white tattoos, but its latest update added support for color tattoos as well.

Quiver: Given smartphones are more tailored for adults than adolescents, the staggering dearth of AR content for children isn’t exactly surprising. Thankfully, Quiver (formerly known as ColAR Mix) works to bring your child’s 2D color books to life with animated images that spring directly from the Crayola-lined pages upon your kitchen table.

Augmented Car Finder: Augmented Car Finder is an app specifically designed to help guide you to your vehicle. Once the car’s location is set, the app creates a visible marker showing the car, the distance you are from it, and the direction you should walk to find it. It’s most useful for places like stadiums, convention centers, outdoor concert venues, and other crowded areas or those lined with massive parking lots. Users can also utilize the app to find their seats in large theaters and concert halls.

Amikasa: Amikasa helps you style your room and figure out your desired layout before you ever buy a piece of furniture. Using your iPhone or iPad’s camera, you can easily walk around your bedroom, kitchen, work office, or any other room you decide to furnish, and place 3D models of various items to see how they look, or to discover their ideal placement. This includes the ability to tweak the color, because maybe that cherry red chair suits the room better than the peach. The most recent update also added more kitchen faucets, cabinets, burners, and wallpapers, giving you even more options to design your perfect room.

Google SkyMap: Just point your phone upward when it’s reasonably dark and clear outside, and Google will point out all the different stars, constellations, and planets that are visible to your phone’s camera. It even allows users to search for specific stars and planets not presently visible on your screen. Once found, the on-screen interface and directional compass will then directly guide you to said star or planet even if it’s hidden.

​Being a top brand makes it mandatory for you to have your own application to drive engagement and get access to customers that generate revenue for your business. So, the most important thing is if you are giving your customers a good experience because word of mouth is one of the most used and effective marketing strategy to keep your customer base engaged.
Let’s take a look at 7 strategies that top brands can use to keep their mobile users engaged: 

Simplified Login Process for New Users

It is of utmost importance to create a simplified login process for customers. Keep the signup less complicated with basic fields or else the users are most likely to abandon the app. For example, Facebook’s sign up is a 5-step process; name, number or email address, password, date of birth and gender.
Once the user signs up, the app educates the users about functionality and features through gestures and actions while the customer uses it.
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Notifications

With the advent of push notifications, you can increase customer engagement by targeting messages based on the customer’s behavioral and data preferences, for example, a discount or a sale on a particular product.
We must also keep in mind, that the customers like to be in control of the content that they receive on the mobile phones, so it’s important that the application has a ‘switch on/switch off notification’ option.  
Content is King

Your brand must implement lead nurturing programs that help you identify the needs, interests and actions of the customer. Audience segmentation based of in-app behaviors and demographics can also help monetize the company’s apps with better ROI.
For example, food apps such as Zomato has content for almost all restaurants with general information, reviews, menus and highlights. They also have live updates for the week, such as discounts and offers on certain days of the week. 

Rewards

Your content might be the best, but research claims that most customers sign up on the application to get discounts, coupons, special promotions and rewards. Giving these incentives to the user can go a long way encouraging customer engagement and boosting brand loyalty. Rewards can be given for the usage of the app or by providing special discount codes.

Social Media Engagement

Showcasing your content and announcing discounts or rewards can best reach your audience with the help of social media. Social media marketing can provide a huge customer base that interacts on a daily basis. Facebook, Instagram, Twitter, Pintrest and many other social media sites churn updated content on a daily basis.
Top brands can create engaging, personalized content by following the social media trends to attract their customers. The application can send push notifications that contain relevant content that makes the users engage with the app on a daily basis.

Make Sharing Easier

Incorporating social media apps in your application makes it easier for your user to share. You can make the user market your app by providing him/her benefits or reward points on sharing the application with a certain amount of users. When top brands make the app ‘share-friendly’, it’s easier for the customer to ‘like’ and ‘share’ on social platforms. Did you know, Instagram users have shared more than 30 billion photos and 3.5 billion likes per day? The reason is “because it’s that simple!”
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Requesting Feedback

It’s important that regular feedback is taken from the user that is engaging with the application. Users that give you a higher score, Net Promoter Score (NPS) are your app promoters, whereas, those who score the app low are ‘detractors’.
The feedback form should only have relevant fields and should be easy to fill out. Listening to the users helps you improve the app store ratings and work on the feedback. Airbnb doesn’t only ask the person who rents the place to upload a review but also the person who is the owner of the place to write a review. The feedback given by both the parties ensures transparency and allows the user to make an informed decision. 
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As we’ve understood, brand strategy for your application is an endless cycle. The customer’s expectations are increasing day by day as new apps, brands and social media strategies arise. The basic point that needs to be kept in mind is the customer’s benefit, seamless experience while using the app and easy navigation skills.
Listening to the customer, incorporating feedback and keeping your content up-to-date will help you withhold your loyal customers and draw new ones. So the questions is, are you now ready to entice your users and be the next top mobile brand?