PropellerHeads: Apps not always where it's at

Dear PropellerHeads: Now that my website is in good shape, I feel like I need an app. Am I already behind?

Answer: I feel your pain. With over 200 million app-capable devices sold, it may be time to get in the game. But the real question is "what would your app do?"

Despite all the buzz about apps, most folks can't tell an app from a hole in the ground. So, first, a little background. Apps are applications that are capable of running on smart phones or tablets. Apps can take advantage of sophisticated features like multi-touch high resolution displays, GPS, phones, cameras, motion detectors, and multiple Internet connections. Most apps that are built for phones can also run on their big brother tablets.

The big player in the market is Apple with the iPhone and iPad, both running their operating system, iOS. Google's Android OS has more recently made a huge splash in the smart phone market with over 100 million installations, and is beginning to get some traction in the Android tablet market. That still leaves significant market presence for Microsoft's Windows Mobile and Blackberry OS.

The vendors have marketplaces/stores where you can download and pay for apps. Many are free or available via the freemiummodel. That is where they give you the app free, but ask you to pay for premium features. You have undoubtedly read stories about app developers who have made fortunes (http://bit.ly/h2Wzyd). App downloads number in the billions...so this is crazy hot.

So, why not jump in? First, let's talk about that website of yours. All of these devices have Internet browsers built in. Despite the large mix of devices, most likely your web developer did a good job of ensuring that your website looks and performs well on most platforms, from smart phones to full-size PCs. While that took some effort, it's not so tough because of significant standardization on browser technology.

Because some websites are tough to use on a small device, it still might make sense to have your web developer optimize your website for small platform browsers. Basically, that means your website can sense when it is being fetched on a smart phone and display a more phone-friendly version.

App development presents some challenges. You see, the operating systems do not allow for a single version of your app. Instead, to cover the market, you will likely need to develop multiple apps - one for Apple devices, another for Android, and others for Microsoft and Blackberry platforms. You also might want to have different versions for smart phones and tablets. All this means that developing apps can get very expensive.

This PropellerHead thinks that there are only two reasons to build an app instead of favoring a website customized for mobile devices.

The first reason to go with an app is that you need access to specific features of a phone or tablet that browsers don't provide. Apps can use a phone's camera and GPS, for example, or initiate phone calls. Mobile-optimized websites can't do any of those things.

If you're a bank, a useful app might give the user driving instructions to the closest free ATM. Another app might let users take a picture of a storefront and generate discount coupons on the spot. Another app would let you simultaneously text, tweet, Facebook chat, Skype, email, and call someone you reallyneed to get in touch with. You get the idea.

Secondly, apps are better than mobile websites if people are going to use your app multiple times in a day (think Facebook, Twitter, and FourSquare). These types of services have streamlined apps that make posting updates and viewing photos from a phone easier than using their browser interfaces. This is the kind of app that keeps your kids' faces buried in their phones instead of talking to you at dinner.

Inc. Magazine offers more on how to make this decision (http://bit.ly/oPMBNe).

When the PropellerHeads at Data Directions aren't busy with their IT projects, they love to answer questions on business or consumer technology. Email them to questions@askthepropellerheads.com or contact us at Data Directions Inc., 8510 Bell Creek Road, Mechanicsville, VA 23116. Visit our website at www.askthepropellerheads.com.