When an app makes sense
An app needs a place on the home screen, and people only give it one if they open it often. So it makes sense for repeat use: regular customers reorder, book appointments, collect points on a digital loyalty card or track the progress of an order.
An app can also do a lot internally. Field staff record work reports, photos and working hours directly at the customer's site instead of typing up notes in the evening. Here, being found matters less than a fast, reliable process.
What an app does better than a website
Three features in particular make the case for an app. Push notifications reach users directly on the lock screen, for example with an appointment reminder. Device features such as the camera, GPS or Bluetooth can be used more fully than in the browser. And an app can store data on the device and keep working without an internet connection, which matters on building sites or in buildings with poor reception.
If you need none of these features, an app adds little compared with a well-made mobile website.
When a mobile website is enough
If customers only look you up now and then to check opening hours, prices or contact details, hardly anyone will install an app for that. A mobile website is available instantly, shows up on Google and only has to be maintained in one place.
Many features people associate with apps also work in the browser, such as online ordering, appointment booking or a customer account. So first check whether a website can achieve your goal.
Native, cross-platform or PWA
Native apps are developed separately for iPhone and Android, each with the platform's own tools. They make the best use of device features, but they mean two codebases and therefore more work in development and maintenance.
Cross-platform technologies such as Flutter or React Native produce apps for both systems from a shared codebase. For many SME apps, this is a good compromise. A progressive web app (PWA) is a website that you can add to the home screen like an app. It does not need an app store, but it has less access to device features, especially on the iPhone.
App stores: accounts, fees and review
To publish an app, your company needs its own developer accounts. The Apple Developer Program costs USD 99 a year, and Google Play charges a one-off registration fee of USD 25. Register the accounts in your company's name, so that the app stays yours even if you change service provider.
Apple and Google review every new app and every update before it is published. This can lead to queries or rejections, for example because privacy information is missing. So allow enough time for the first release.
Plan for ongoing maintenance
An app is not finished once it is published. Apple and Google release new versions of iOS and Android every year, and the stores regularly require apps to be built with current development tools. Without maintenance, features can stop working or updates can be rejected.
So, as well as the development itself, budget for ongoing work on adjustments, bug fixes and security updates. Glavento discusses this before the project starts and sets it out in the written quote.
Frequently asked questions
How much does an app store account cost?
The Apple Developer Program costs USD 99 a year. Google Play charges a one-off USD 25 for registration. On top of that come the costs of developing and maintaining the app itself.
Do I need an app for both iPhone and Android?
For customers, usually yes, because with only one platform you miss part of your customer base. With technologies such as Flutter or React Native, both versions are built from a shared codebase. For purely internal apps, one platform may be enough if all employees use the same devices.
Can an app replace my website?
No. You find new customers mainly through Google, and Google primarily searches websites. The app complements the website for customers who use your services regularly.