But Leibovich says there isn’t any reason why businesses can’t investigate developing an app by themselves.
“I called around about an app and heard quotes up to $40,000 and thought it was way too much. So I got my IT people to do a little assignment, I bought them a Mac, and within three weeks the app was designed.”
“They had to learn a programming language, but it was done in three weeks. I was prepared to spend $20,000 and ended up saving that much and only spending my developers’ time.”
Tilley says developing an app yourself will definitely save a business thousands of dollars, but creating a decent piece of software will require time and effort.
“There are a growing number of resources for DIY iPhone app development, and if businesses are looking at that option, they’ll need to set aside both funds and time to learn the language and dynamics that iPhone applications use. They’ll also need a Mac, as the development environment only works a Mac.”
“First thing I’d do is jump on Apples Dev Centre. There a plenty of solid tutorials, case studies, reference material and framework information to help get you started.
From there your best bet is to join the iPhone Developer Program which will facilitate the path from development, testing, then App Store deployment.”
Most companies develop iPhone apps for either a pure marketing push, or to raise revenue. Whether or not your iPhone app can make your business some extra money, Marshall says it’s important to develop something useful to give the customer.
“You need to build something long lasting that is synonymous with your brand. So we help you decide what to buy, which is key for someone holding a phone in a shopping centre. Keep in mind the computer won’t be the only space you could be buying things from soon, it will be on phones in the future, so think ahead long-term.”
Ahern says that along with practicality comes design, as no one will use your app if it isn’t nice to look at. Crafting a sleek design will pay off in the long run.
“Users want apps to look good and it doesn’t matter how clever your service is. You see a lot of companies just naively stick a website into an app, but it doesn’t work like that. The good ones spend a lot of time coming up with unique designs that work and are user-friendly.”
Leibovich recommends learning from the experts. Spend awhile looking through the App Store, find examples of corporate apps and examine which ones are most popular and why.
“Do your research. I found very few people that could give me good advice on this sort of thing, and in 12 months there will be lots of companies doing it. So get in first and learn from people who have actually done it and been successful.”
Over 100,000 apps are now available in the App Store, and for every success story there are a dozen failures. There are plenty of traps to avoid when developing an app, as a failure could likely cost your business its reputation on the internet.
Marshall says a corporate app needs to offer the user something they cannot get on a website, whether that is the ability to purchase products, or a feature that takes advantage of iPhone technology.
“From a marketing point of view you need to give the user something useful, and if you look at the apps that don’t do that then none of them work and they aren’t popular. I think we got a good reception because we put something on the phone that actually helps and assists them day-to-day.”
Edwards says while the App Store is a useful tool for gaining market share and expanding your brand, he recommends holding back when first developing an app in order to save your business wasted effort.
“Businesses can overextend themselves, spend too much on an app and then realise there is a boundary on success. If 10,000 or 100,000 downloads sounds good then you might be fine, but obviously you’re limited by the market and it might not be as successful as you think. Don’t depend on it.”
Edwards also says too many businesses fall into the trap of using the App Store as an advertisement board, rather than treating it as a social marketplace.
“Companies try to over brand their apps. This will fail, and people will not download it unless what you’re giving them is personal and communicative.”
And whether you’re developing an app by yourself or hiring another company, Ahern warns that treating the app with a lazy attitude will only earn you bad reviews. Invest time and effort in your app, he says, and the customers will eventually come around.
“Go out there, deliver a great app and you will become known on the web. Don’t skimp, as we’ve seen a lot of companies go in there and not do it well. Spend time developing your app and make it the best it can be.”
Companies should also beware of public backlash if they get the content of their app wrong.
American beverage company PepsiCo this year released an iPhone app of its own titled “AMP UP Before You Score”, referencing its AMP UP energy drink.
The app is specifically designed for men, offering a type of guide that assists them in seducing women during a night out on the town. But iPhone users were not amused, saying it was in bad taste, and Pepsi has been forced to release an apology. While a major corporation might get away with such a hit to its reputation, it’s unlikely a smaller company could emerge so unscathed for a similar situation.
Once your application passes through Apple’s inspection and testing period, all you have to do is market your launch and wait for the downloads to commence. But while many entrepreneurs may have read stories of developers becoming rich from the store’s success, Edwards recommends letting the app speak for itself without charging users.
“There are obviously a lot of benefits in making an app for free, especially from a marketing point of view. You can get your app to a very large audience.”
But Edwards says even if an app doesn’t gain a company any new revenue, it’s worth being in the application marketplace purely for the brand exposure. Your business may even gain more downloads than an individual developer purely because of your company name.
“The App Store is pretty democratic, and it’s a really level playing field… but if you have spent money and time in your app and your brand you could be getting even more business than you thought.”
Patrick Stafford is a freelance journalist and a former deputy editor of SmartCompany.
