This is the fifth article in a seven-part series outlining best-practices and advice for leveraging mobile apps for your business. To read part four, click here.
No matter which path a business follows in developing and deploying a mobile-app strategy, budgeting is best done through a comprehensive approach, suggests Stephanie Trunzo, chief operating officer at PointSource. Buying or developing the app and launching it into the app stores (which are the primary means of broad distribution for all kinds of apps, free or paid) are not the only expenses involved, and she advocates creation of a comprehensive budget for a first-phase mobile strategy that considers the following costs:
Todd Marks, CEO and co-founder of Mindgrub, says it’s important to make sure you include ongoing engineering and marketing support in your budget considerations, especially for purpose-built apps. He estimates engineering support to maintain app functionality going forward accounts for about 10 percent of most budgets for custom apps, less for off-the-shelf apps. “Ongoing marketing support is also required. Part of that marketing spend is for analysis of what features and functions your users are actually using,” he says. That feedback loop can inform your content and communication strategy and help you decide when to add new content.
“For business owners, it’s important to make a scalable investment,” Trunzo stresses. “Developed properly, a mobile-app strategy can stand the test of time and potentially be applied to multiple service applications across various aspects of your business as it grows.”
With all mobile apps have to offer, it’s not surprising that their usage is nearly universal among enterprise-size organizations.