Do I need an app to be successful?
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Mobile devices and wearables are emerging in so many different shapes that the space reminds me a lot of an ominous iceberg at sea, slowly rising above the surface and revealing contours I could never have imagined. Glasses, watches, three-sided screens on smartphones, modular construction - their crusade to define our habits will inevitably be successful, but for many the gravity of those implications isn't all that apparent yet. It won't be long before the mobile/wearables march covers everything we touch. The internet of things, if you will. So what happens when we're engaging with a multitude of devices that all need to serve consistent software and usability? Are we building an app for your phone, your watch, your eyewear, and your self-driving car? That's impossible to predict, and difficult to prepare for.
I say this because these are still maturing technologies in a space with really limited visibility. Right now, smartphones are growing into and replacing tablets, watches are mirroring our software, and things are happening during my mobile browsing sessions that put desktop browsing to shame, visually. I could predict that I'd soon be replacing my laptop with a massive iPhone, my iPhone with a watch, and my specs with Google Glass.
I could, but part of the fun in not knowing - is waiting on the future to surprise me.
Apart from the rest, there's one surprise that really sours the mood of innovation. That being the disconnect users are forced to endure as developers work to bridge the chasm between operating systems. Some teams have done wonders with the cross-platform experience (think Wunderlist) but even for the pros, keeping software consistent across Android, iOS, web, and desktop apps are still a resource drain. Before long, they'll be working on an Apple Watch presence and who knows what else!
It's in the name of consistency that I say this: you don't need an app to be successful - In fact, you're better off without one. OK, now that a claim that bold is out of the way, let me provide a little bit of context. The average business owner looking to develop a website does not need an app to be successful. There are specific scenarios where this might not be the all-encompassing answer, but for most, an app is only going to slow you down.
Here's why: an app is going to cost you more money and effort. For that, you'll have built a portal to your website that's just as good, or inferior, to a responsively designed website. Those efforts could be used to add additional features or functionality to your brand new site! With your app on hand you'll need to SEO it for the App Store, commit to maintenance on two+ separate platforms, and compete with savvy users who would prefer to be viewing your site on their mobile browser. Home screen real estate on mobile is as valuable as it gets - does your app warrant a spot?
It's not a matter of top dog apps dominating the App Store, it's experience optimization. The benefits of a single, unified experience that's available on every mobile operating system, screen size, gadget, and is driving visitors to the one platform you're fully invested in, is simply monumental. For most, it far outweighs the potential spike in revenue from trying to sell an app or the now fading hype of having a presence in mobile app stores.
The most visible, successful shift from app to responsive design in recent memory would be The Verge 2.0. As Nilay Patel took the reins on the ever-growing tech site, he bid farewell to the site's mobile app(s). In an article outlining the changes, he states that: 'our dedicated apps and API for third-party apps will be going away… we want people to have the best experience with our content where it is created and designed to be viewed.'
So I come back to the same question: does your product belong in an app? Maybe it does. It's important to remember that this opinion is in the context of launching a website. If you're building a utility that's fit for mobile, then I encourage you to go all in and see what the landscape looks like. Just remember that technology is taking significant strides towards a unified web experience that eclipses the need for platform specific apps.
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