Crappy App? Don’t Lose Money from Mobile

Blank list with Australian money,calculator and pencil on a table
SHARE
THIS



Businesses need to reconsider their approach to mobile to stop throwing money down the drain, argues Paul Lin from app development agency Bunna.

In the past few years businesses have begun to understand the value and benefits of having a solid mobile strategy and mobile app. From non-traditional advertising awareness and engagement apps, to core business functional apps and process/operations-optimisation mobility apps, there is an explosion of interest from big (and small) businesses alike.

However, while businesses now know that they need apps, and may have a great idea for one, they don’t fully understand how to make one.  And to make it worse, they don’t understand that they don’t understand – and this has led to a trend of mobile app projects running over time and over budget due to bad scoping, planning and management.

Scoping a mobile app project is a very different process to running a web project, an advertising campaign project, or even a traditional IT project.  The combination of new technologies, a different development process, different legal and security limitations, and a closed Apple/Google ecosystem makes it challenging for people without a mobile background to accurately scope up and plan a mobile project consistently.  And as any project manager knows, accurate scoping and planning is the first step in managing the costs of any project.

Too often in the rush to get started on their mobile apps, companies jump into scoping using the people with the wrong background.

Unlike websites, apps are restricted by the legal and technical restrictions imposed upon the developers by Apple and Google.  Unlike traditional advertising campaigns, where the concept design is not limited by imagination, apps needs to be designed to be functional first (with functionality restricted by very specific technologies), and not purely just beautiful or impressive.  And unlike traditional IT projects, mobile apps needs to be agile and lean, and needs to incorporate user feedback cycles into the project management process.

All of this means that while apps may appear to be similar to all of these other types of projects, it’s not the similarities but the differences that mislead project managers with non-mobile backgrounds in scoping up their project.  And when they miscalculate the time required for critical components than needs to be scoped in (e.g. time needs to be assigned to app store submission, to user feedback, and to User Interface design, etc.) the actual time and costs to develop the app are thrown out significantly, and projects are unable to be completed on time and on budget.

To run successful mobile app projects, a business must understand that it needs to be scoped up and driven by someone that has done it before, preferably a mobile expert that understands the technical, legal, design and marketing issues around mobile development. This way, potential issues are minimised and mitigated at the planning stage, and if anything unexpected occurs, the mobile expert can walk the designers, developers, and other stakeholders through the unique aspects of mobile development, instead of approaching it with a trial-and-error approach as many non-mobile experts tend to do when they run into mobile specific issues for the first time.

In addition to planning, a good mobile expert leading the project can also help to find the right people to implement and complete the project. Just like there are many project managers from other backgrounds who believe they can run mobile projects, there are also designers and developers with other backgrounds who claims they can implement mobile projects. But while the differences between a web user interface designer and a mobile app user interface designer may be slight to a non-mobile project manager, a mobile expert knows the right questions to ask to distinguish between the two.

And finding these right people is the other piece of the puzzle to completing a mobile app project profitably.  Without finding the right people, the project may run over budget and time due to the mistakes that these non-mobile developers make during the development process. For example, a true mobile-app UI designer understands Apple and Google’s technical requirements, and the difference between the design of a button that might only take two minutes for a developer to implement as opposed to another which may take an entire day. Meanwhile, a non-mobile designer will design purely based on aesthetics or their understanding of how that button is implemented in web technologies, and it’s small differences such as this that will compound and make a big a difference to the final project time and cost further down the road.

A mobile expert can help you scope, plan and find the right team to implement your business app, so can you start off with a realistic technical scope, plan with the correct time and budget, and complete it using people that won’t delay or cause bottlenecks in the project. No business should lose money implementing mobile projects – it’s just about finding the right people.

Latest News

Monash University And Y&R Melbourne Launch Wristbands To Deter Drink-Spikers
  • Campaigns
  • Technology

Monash University And Y&R Melbourne Launch Wristbands To Deter Drink-Spikers

Y&R Melbourne has an innovative wristband on campus at Monash University that detect drugs by simply placing a drop of your drink onto the band itself. Designed for widespread use across festivals, events, bars, nightclubs and other venues where patrons are already accustomed to using wristbands, the ‘Sip Safe’ wristband is equal parts a utility, […]

Global Brand Events Agency INVNT Opens Sydney Office
  • Marketing

Global Brand Events Agency INVNT Opens Sydney Office

Brand events agency INVNT has announced it has expanded its operations to the Asia-Pacific region with a new office in Sydney. Originally founded in New York in 2008 by Scott Cullather and Kristina McCoobery, INVNT creates and produces brand engagements for every audience segment, including employees, customers, partners, investors, the media, and consumers. Cullather said […]

Former Fairfax Editorial Director Sean Aylmer Joins Res Publica
  • Marketing
  • Media

Former Fairfax Editorial Director Sean Aylmer Joins Res Publica

Full-service communication consultancy Res Publica has announced the appointment of respected journalist and media executive Sean Aylmer as its latest staffing addition. As editorial director of Fairfax Media from 2013 to 2017, Aylmer was the most senior journalist in the group and publisher of iconic mastheads The Age, The Australian Financial Review and The Sydney […]

The Copyright Agency Invites Visual Artists To Claim Image Royalties
  • Media

The Copyright Agency Invites Visual Artists To Claim Image Royalties

The Copyright Agency is inviting Australian artists and their heirs to nominate about where their works have been published or used on TV to receive payment for their copyright-protected work as part of a month-long campaign. The Copyright Agency, which recently merged with Viscopy, is Australia’s national copyright licensing organisation for the publishing, media, surveying […]

Study: Online Gambling Soars As Aussie Punters Take To Apps
  • Marketing

Study: Online Gambling Soars As Aussie Punters Take To Apps

A new study into the gambling habits of Australians have revealed that horse racing remains our number one bet of choice while we’re increasingly betting via online sports gambling apps. The study by Roy Morgan Research and titled The Gambling Currency Report found that of all bets 50.9 per cent was for horse racing, 12.5 per cent […]

by B&T Magazine

B&T Magazine
League Star & Queenslander Cooper Cronk Fronts New Visit Sydney Campaign
  • Campaigns

League Star & Queenslander Cooper Cronk Fronts New Visit Sydney Campaign

This year, Sydney will host both a historic standalone State of Origin encounter on Sunday 24 June, when the NSW Blues face rivals QLD Maroons at ANZ Stadium in Game Two of the 2018 Series, and the first ever Women’s State of Origin game played under the Origin brand on Friday 22 June. In partnership […]

Nine Ways To Manage Underperforming Employees
  • Opinion

Nine Ways To Manage Underperforming Employees

We’ve all had one, and in this guest post, founder of HR Consultancy Ryan Gately, Karen Gately (pictured below), offers her tips on how to handle underperforming staffers. Gately is also author of The People Manager’s Toolkit: A Practical guide to getting the best from people (Wiley) and The Corporate Dojo: Driving extraordinary results through spirited people…. Are […]

Opinion

by B&T Magazine

B&T Magazine
Pac Mags’ Emily Sak Joins Shopper Media Group As Its First Data & Insights Chief
  • Marketing
  • Media

Pac Mags’ Emily Sak Joins Shopper Media Group As Its First Data & Insights Chief

Digital retail out-of-home media business Shopper Media Group has announced the appointment of Emily Sak to the newly created position of head of data and insights. The new role forms part of Shopper Media Group’s expansion plan to keep up with the accelerated growth that has seen its portfolio surpass more than 220 shopping centres […]

CX Lavender Appoints Business Development Director For Melbourne
  • Marketing

CX Lavender Appoints Business Development Director For Melbourne

Customer experience agency CX Lavender has announced the appointment of Michael Rummery to the role of business development director for Melbourne. Rummery (pictured above) was previously account director of client services at global marketing and digital recruitment firm Aquent, and has held roles at a number of talent agents and recruitment firms with a focus […]

The New York Times Appoints WeThinkMedia As Its Aussie Advertising Rep
  • Advertising
  • Media

The New York Times Appoints WeThinkMedia As Its Aussie Advertising Rep

The New York Times Company has announced the appointment of media representation agency WeThinkMedia to represent its advertising business in Australia. WeThinkMedia will be responsible for all advertising in the region, including print, digital, branded content, programmatic, and events. The partnership will be overseen by Tom Armstrong, vice president of advertising for The New York […]

The Future Of Influencer Marketing: More Than Just A One-Night Stand
  • Marketing
  • Opinion

The Future Of Influencer Marketing: More Than Just A One-Night Stand

Influencers are the new powerhouses in driving stock off shelves, but brands are yet to find the right recipe for successful collaboration, according to Gleam Futures’ Guillaume Deront (pictured below). Here, he argues that marketers need to look beyond purely targeting an audience and channel their energy towards building long-term collaborative relationships. Australia punches above […]

Opinion

by B&T Magazine

B&T Magazine
Designing Cultural And Organisational Change
  • Opinion

Designing Cultural And Organisational Change

In this guest post, Bronwyn Van Der Merwe (pictured below), managing director of Fjord Australia and New Zealand (part of Accenture Interactive), details the four traits of a ‘living business’ – something she believes organisations have to become in order to transform successfully. The digital age has created a plethora of challenges for modern organisations, […]

Opinion

by B&T Magazine

B&T Magazine
Facebook founder and CEO Mark Zuckerberg arrives to testify during a Senate Commerce, Science and Transportation Committee and Senate Judiciary Committee joint hearing about Facebook on Capitol Hill in Washington, DC, April 10, 2018. / AFP PHOTO / SAUL LOEB        (Photo credit should read SAUL LOEB/AFP/Getty Images)
  • Media

Free TV Calls For ACCC Oversight Of Facebook & Google

In a submission lodged with the ACCC inquiry into digital platforms, industry body Free TV today called for greater regulatory oversight of Facebook and Google. The FreeTV submission identifies a number of key areas of concern: Heavy regulation on traditional media providers and almost none on Facebook and Google Questionable claims about the reach, viewability, […]

APN Outdoor Confirms Retention Of Three Key Contracts
  • Media

APN Outdoor Confirms Retention Of Three Key Contracts

APN Outdoor has used its annual general meeting to announce three key contract renewals: Transport for Brisbane, Transdev Melbourne and Adelaide & Parafield Airports, for multiple years. Company CEO and managing director, James Warburton, said: “These contracts represent an important part of our advertising offering. The far-reaching impact they provide delivers a compelling proposition and cements our commitment […]

Women In Media Profile: Olivia Warren
  • Media

Women In Media Profile: Olivia Warren

It's the latest in our Women In Media profiles, and this one is so good you'll possibly get a nervous twitch somewhere.

by B&T Magazine

B&T Magazine
LIDA Delivers Series Of Animated Info Bites For Busy Marketers
  • Marketing
  • Media

LIDA Delivers Series Of Animated Info Bites For Busy Marketers

M&C Saatchi Group’s customer engagement specialist agency, LIDA, has crafted an initial eight-episode series of bite-sized animated videos designed to help busy marketers stay ahead of the game. ‘60 Second Gets’ draws on LIDA’s wealth of experience to unpack the latest industry tools, tech and thinking. Launching today, the first video, ‘Success in 6 Seconds’, […]

Naked And Gidget Foundation Want Australians To Start Talking
  • Campaigns

Naked And Gidget Foundation Want Australians To Start Talking

Today Naked launches its ‘Start Talking’ campaign for Gidget Foundation Australia; a not-for-profit that provides support for families who are affected by perinatal depression and anxiety (PNDA). The centrepiece of the campaign is a powerful TVC that brings to life this common, but often hidden illness, and shows how Gidget Foundation’s ‘Start Talking’ telehealth program […]

MKTG Integrates Telstra Tracker Data With LED Signage At AFL Stadiums
  • Marketing
  • Technology

MKTG Integrates Telstra Tracker Data With LED Signage At AFL Stadiums

For the first time ever, AFL spectators will be able to view real-time Telstra Tracker player data via in-stadium LED signage, thanks to the combined efforts of Telstra, Champion Data and MKTG. By integrating the Telstra Tracker data into the LED signage at the MCG and Etihad Stadium, fans will receive contextually relevant information from […]

Westfield Shows Off New Visual Identity In Line With Fresh Digital Offering
  • Marketing

Westfield Shows Off New Visual Identity In Line With Fresh Digital Offering

Scentre Group has unveiled a new brand look and feel coinciding with the re-launch of the Westfield.com.au and Westfield.co.nz sites. This digital-first visual identity sees a shift towards creating a more contemporary, invigorated and colourful brand, reflective of Westfield’s in-centre experience. The iconic Westfield logo will continue to lead brand communications, supported with a new […]

The Age Of The Ephemeral: Why Experiential Marketing Is Compulsory This Year
  • Marketing
  • Opinion

The Age Of The Ephemeral: Why Experiential Marketing Is Compulsory This Year

In this guest post, Keep Left’s head of consumer engagement, Johanna Murray (pictured below), explains the merits of experiential marketing, as well as sharing some tips on how to do it – and do it well. Humans love to label things – especially intangible things, like time. We like eras and ages and eons because they […]

Opinion

by B&T Magazine

B&T Magazine
The Top Social Media Marketing Trends For 2018
  • Advertising
  • Marketing
  • Technology

The Top Social Media Marketing Trends For 2018

This trends report is a must-read for all marketers, although it contains no news on the return of the bubble perm.

by B&T Magazine

B&T Magazine
How To Give And Take Feedback At Work
  • Opinion

How To Give And Take Feedback At Work

Georgia Murch (pictured below) is an expert in creating feedback cultures and author of Feedback Flow; The Ultimate Illustrated Guide to Embed Change in 90 Days. In this guest post, Murch offers her tips on giving (and receiving) feedback from colleagues without botching it up… We all know that feedback matters.  Most of us want the good, the bad and the […]

Opinion

by B&T Magazine

B&T Magazine
Dentsu X Expands Operations To Sydney
  • Advertising
  • Media

Dentsu X Expands Operations To Sydney

Have you completely forgotten what Sydney looks like? Well, thankfully this story comes with a handy pictorial reminder.

SBS Radio Introduces Three 24-Hour Digital Radio Stations On Digital TV
  • Media

SBS Radio Introduces Three 24-Hour Digital Radio Stations On Digital TV

SBS Radio has announced two new digital radio stations – SBS PopAsia, SBS PopDesi and a refresh of SBS Radio 3 – is now available on digital TV. SBS Radio 3 will broadcast world news and current affairs from the BBC World Service (previously airing on SBS Radio 4 on digital radio) and special events […]

Aussies Invited To ‘Money With Sunny’ In New Suncorp Campaign
  • Advertising
  • Campaigns

Aussies Invited To ‘Money With Sunny’ In New Suncorp Campaign

At a time when more than two thirds of Australians are feeling confused and concerned about their finances, Suncorp has unveiled a new creative platform focused on making the complex simple. In a move that expands the brand beyond the sunshine state, Suncorp’s strategic approach is all about helping Australians focus on what they do […]

Champion Launches Music Platform Championing Emerging Aussie Artists Via Emotive
  • Campaigns
  • Marketing

Champion Launches Music Platform Championing Emerging Aussie Artists Via Emotive

For its first Australian campaign, Champion has partnered with creative and content agency Emotive to launch a music program titled ‘Revealed’. The program champions emerging Australian artists by intimately telling their story through video, and providing funding and creative support to create world class music videos for new release music. The first Revealed artist is […]

Finalists (And Host) Announced For Siren Awards 2018
  • Media

Finalists (And Host) Announced For Siren Awards 2018

Finalists for the best radio ad for 2018 have been announced, with 10 of Australia’s leading agencies from Sydney, Melbourne and Perth competing for the coveted Gold Siren. The finalists include The Monkeys, Clemenger BBDO, Marketforce, J. Walter Thompson, Ogilvy, BMF, McCann, YR, Fenton Stephens, and The Brand Agency. One half of last year’s winning […]

Delacon Launches Call Analytics In India
  • Marketing

Delacon Launches Call Analytics In India

Australian-owned call analytics provider Delacon has continued its international expansion, opening an innovation centre in India to service local and global partners, and develop the next generation of call tracking and analytics solutions. The office in Chennai is the eighth for the Sydney-headquartered business, which enables brands and agencies to optimise marketing campaigns by accurately […]

Protein To Handle Retail Roll-Out Of Recycling Initiative Return-It
  • Marketing

Protein To Handle Retail Roll-Out Of Recycling Initiative Return-It

Sydney brand and digital agency Protein has been appointed to handle the retail and digital roll-out of recycling company Return-It, which has just been announced as the container collection network for the ACT. Return-It awarded the work to the 17-year strong agency, following Protein’s tender support and brand development of the retail concept. The public-facing […]

Why We Need To Talk More About Failure
  • Opinion

Why We Need To Talk More About Failure

This is an excellent article about celebrating failure. Although, admittedly, we failed to get to the very end of it.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Kimmie Neidhardt
  • Media

Women In Media Profile: Kimmie Neidhardt

Kimmie Neidhardt doesn't just have a very cool name, as you'll read here. There's a good head on those shoulders, too.

by B&T Magazine

B&T Magazine