Many organizations look to build brand awareness or usability of their service or product through mobile apps. Some of them succeed in doing this effectively by relying on the virality factor. Users want to willing share the app or it’s content over the internet, with their social networks and even offline with their friends and family. Thus building the brand of the organisation and attracting thousands of potential customers to the the original service or product. In very successful cases, where the apps are designed and developed in the right way, the brand building is so effective, that they cannot be achieved alternatively given sky-high marketing and advertising budgets.
Mobile applications have become the first point of entry for a lot of new and old consumer services and products. Many popular technology, operations and finance companies have their mobile apps in the app store and are constantly innovating and redefining the way in which their business operates. What does this mean to the end user? Well, the end users’ life becomes easier as these services become more accessible and economical due to innovative ways of doing business. Few of the top players are going all-in on their mobile apps, with ‘mobile first’ or even ‘mobile only’ strategy for introducing and shaping their consumer offerings.
It is important to remember that the consumers’ mobile device may have limited memory capability (due to various reasons) and data / WiFi plans are still precious. Mobile app updates unlike website updates are more intrusive, they cost data and memory to the user. On an average an application would be atleast 5 to 7 MB (probably even more) in size, when the user downloads it from the store. Also, unlike other files, the complete application needs to be downloaded again for every app upgrade. (In the future, Google and Apple may introduce incremental upgrades where only new app functionality can be downloaded as an upgrade)
Many interested users have easy access to WiFi and have auto-updates turned on, but majority of them don’t. With this in mind, it becomes important to answer how often should these businesses release an app update — should it be every week, fortnightly, monthly or more.