Innovation? – There’s NOT an App for That

Save your organization some money: don’t create an app for the sake of creating an app.

As an attempt at innovative thinking, that idea is well past its shelf life because the novelty has worn off.  They’re the digital equivalent of a pen with your logo and address on it.

Unless you’re truly providing something that people demand, something of value (ie something they can’t get any other way), or using an app in a unique way – you’re wasting resources.  This is particularly true if you’re developing an application for regular web use (as opposed to a mobile platform where computing power and bandwith are scarce and something compact/convenient is itself a benefit … for now).

Rather than letting fans vote on the contents of your beverage, find out what color alert we’re on, or telling a naked woman what to wear/sing in the shower – consider these questions:

  • Does your brand already have a community built around it and can you enhance that community with an app?
  • Is the nature of your product/service such that customers benefit from interacting with it while on the go?
  • Would you like to provide special access/benefits to a select group of early adopters and ardent fans?

If it’s not meeting those criteria – you’d probably be better off putting the money into beefing up your customer service operations.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s