The 6 most common misconceptions in the mobile market

In the fast paced mobile industry, many people have begun to hail native apps as the only way to ensure security, because you have more control than when an application sits on a browser, and the only option if you wish to operate when disconnected from the internet.

While there are definite pros and cons when it comes to both apps and mobile web, it should no longer be a matter of either/or – enterprises should incorporate both channels. A mobile solution needs to be operable on all devices and operating systems as well as optimizing the native technology within each individual device.

I believe that what really matters is that the business identifies and delivers the key processes that customers want via mobile, at the highest possible quality, to all potential customers.

Following this I wanted to share with you my six top ‘gotchas’ – the most common misconceptions in the mobile market:

Gotcha #1: The best apps are built one at a time

One-off application development is inefficient, slow and fundamentally costs you potential customers. To protect your brand and meet customer demands, applications need to be fully functional on at least five major operating systems: Apple Phone, BlackBerry, Symbian, Android, and Microsoft.

Gotcha #2: Wrappers are apps, right?

A quick time to market, but the performance and user experience will not only mean potential customers are lost, but existing ones will turn to competitors if the functionality is under-par. A recent survey revealed that if smartphone users experienced a malfunction on a mobile website or application 37 percent would be less likely to use that application or site again and 28 percent said they would find another mobile website to use.

Gotcha #3: Once you write a mobile app, you’re done

Don’t forget the connection management, version control, device detection, security, logging and reporting and API/data integration that is ongoing – maintenance is a far cry from done after the initial development.

Gotcha #4: BlackBerry is dead

Still commanding a large percentage of the market, BlackBerry represents how all platforms and operating systems – new or legacy – should be catered for. “Future proofed” technology is essential to update automatically as soon as new software or devices become available.

Gotcha #5: Mobile web is enough

It may be easy to implement and support a wide array of devices, but if it’s not reliable, if it doesn’t add value, if there’re better alternatives – it won’t be successful.

Gotcha #6: Third party development costs are manageable and predictable

Got your app, get a vendor to manage it? Perhaps not, with the amount of maintenance required and a volatile pricing structure, a third-party vendor often causes costs to extrapolate out of control. The answer is – build it once, build it all, build it right, and do it for the long haul.

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David Eads leads Product Marketing for Kony, the mobile commerce platform vendor. David is a mobile commerce veteran and was the founder of consulting firm Mobile Strategy Partners in 2009. As a blogger and frequent industry speaker, David has been interviewed about mobile for national media outlets like Mobile Commerce Daily, Marketplace on NPR, Inc Magazine, The Toronto Star, and The Christian Science Monitor. Additionally, David also has a decade of technical experience developing enterprise software systems in Java and other languages for UNIX, Windows, and other systems.