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What's Your Hotel APP Strategy?


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Mobile has become an integral part of all our lives and apps are a big part of that – the statistics speak for themselves. Gartner predicts that by 2016, mobile app use will surpass the use of Internet domain names, making apps the 'No. 1 way of engaging with brands.' ComScore data from last year shows that on smartphones, 82% of mobile media time is via apps. As a marketer, mobile is a powerful place to connect with your audience and naturally, if you are like any other business in the battle for market share, you probably already have an app or you are hurrying to jump on the mobile bandwagon.

Failing at the first hurdle

Before you do jump too high, it’s imperative that you consider a few key points. So many apps that have been created are the result of rushed execution and a lack of planning. Failure to ask the essential early questions such as ‘What is the core function of my app?’, ‘What are the benefits to the user?’ and ‘How does this differ from my mobile optimised website?’ will result in a redundant product.

What many businesses end up scratching their heads about after the big release of their app is why the millions of smartphone users who supposedly can’t live without mobile apps, aren’t downloading theirs! The rate of failed apps in the app market is astounding – only 1% of the million apps in the marketplace generate revenue or have traction. When and if users do download an app, statistics show that creating loyalty among them is not easy. 69% of users open an app 10 times or less and over a quarter use an app just once after downloading it. So what is going on behind the low user acquisition, retention and loyalty? Why do so many apps fail when they hit the marketplace? This month, we look at the importance of having a strategy in place before commencing app creation.


Building and developing apps is fairly straightforward if you know what you’re doing of course; the more complex part is developing a strategic application or a 'mobile solution' to ensure your app is successful.

The number one crime in app creation/development is simply repurposing your website for mobile, with no differentiation or added purpose. Another common theme for unsuccessful apps is the lack of target user understanding. Most apps hit development stage with minimal user research or user feedback. It’s simply imperative to understand your users habits and preferences prior to starting work or else how can you provide them with the features and functionality they want or need? Creating something based on intuition is a dangerous act.

Having a line up of several apps, confusing users over which are current or active, is also a no-no and can ultimately cause damage to your brand perception.

More Details at http://fluidhk.com/whats-your-app-strategy