In any new market it takes a while before the professional players float to the top. The appetite for apps from corporations is definitely there but the field of developers is taking its time to get established, let alone to specialise. In the meantime, how do you go about choosing a company that will build you an app?
Here are 7 hints and tips that will make sure your choice is as good as it can be:
1) Portfolio.
Take a look at their back catalogue of apps. Not just the apps they say they have developed, but the apps they have actually on the app stores. Have they also developed apps like the one you want? Also do they have any experience of your industry?
2) Serious or fun?
Are they a games developer or more serious than that? Developers will have a certain mindset and they’ll enjoy developing a certain type of app. If you’re using your ad agency, are they outsourcing the work or just having a go...with your money?
3) Size
Can the developer cope with the size of your app? There are lots of small development companies who can only cope with one or two apps at a time. How many permanent people do they have? Why don’t you visit their premises? Do they outsource or does it all happen in-house?
4) Support
Do they have the right support people around their developers: testers, planners, project managers, account handlers and a creative team? All of these people are crucial in the development of an app.
5) Estimate
Is their estimate realistic? How does it match up to the other estimates you have? Going with a cheap option can end in tears when the developer walks away because they simply can’t develop the app for the estimate they gave you. Be wary of developers that offer a flat fee without quizzing you on functionality, integration and choice in platforms - modular pricing is essential to ensure that you have complete control over how your money is spent.
6) In-house or outsource?
It’s tempting to give your app to your in-house IT department. Is this wise? Have they developed apps before? There are hundreds of pitfalls in app development which take years of experience. In the end will an in-house route really save you money?
7) Trust
Do you trust them? Do you like them? Look at their case studies, talk to their clients. A good developer will give you a list of satisfied clients you can chat to.
Insights
This comes down to support of your wider business objectives. There are a lot of questions you need to ask yourself about the company and how it suits them.
Will they identify approaches to measure impact? Will they help you to gain insight into user preferences for ongoing product development? Will they advise on ways to monitor customer behaviour to help you improve customer service?
Do they challenge your ideas? Most development companies should be able to provide a view on how to design an app, but will they be prepared to challenge your conceptual ideas? Will they be able to offer experiential cut through and also ensure that your money is being prioritised on the most suitable functionality? Do they have the knowledge to really advise you on this?
Are you tied in to the provider going forward? Will they release the source code? Are they building using a middleware platform (translation tool), or will this be easily accessible for future development.
Futureproof
Having invested in an app, you have moved into a whole new channel. But what happens in a year when your brand is refreshed or 3 years when your customers change handset? Make sure that the development company is still likely to be around so that their knowledge isn't lost when the inevitable revisions to your smartphone presence are needed.
Mark Mason, Founder and CEO of Mubaloo
