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The growth of mobile apps

Published on Friday, 11th January 2013
Planning Director at Mubaloo Gemma Coles shares her thoughts about the growth in mobile in 2013

The growth of mobile apps

Mobile apps are one of the fastest growing phenomena of this century, playing integrated and influential roles in our personal and business lives. The majority of us will have changed our habits over the last few years; how we communicate with friends, enjoy entertainment & manage tasks on the move – smartphones & tablets really have changed the world that we live in.

As one of Europe’s leading app developers, Mubaloo has developed apps for businesses and brands across a number of industries, with clients including the Met Office, William Hill & Hargreaves Lansdown.  

Established in Bristol in 2009, Mubaloo has seen some major changes in the behaviour of mobile consumers. Founded by Mark Mason, previously CEO of Mason Zimbler, the iPhone was early identified as the ‘next big platform’ & a powerful channel for media consumption. Four years on, we are fortunate to have worked on an inspiring variety of projects, whether driving tactical engagement or supporting line-of-business activities. We’re now working on just as many enterprise or B2B apps as B2C solutions, as businesses are realising the efficiencies that are gained from giving ‘anytime anywhere’ access to their employees. Increasingly, there is the need for app audits, where a strategic de-clutter is required ahead of launching the next generation roadmap of apps.

User Experience is of course key, where apps should have a distinct role, keep it simple & provide relevance. A joined up experience will often involve integration with CRM data, payment systems & dynamic content.

Of course, both consumers & businesses now have a wide choice of platforms, with Windows 8 & BlackBerry 10 hot ones to watch in 2013 alongside iPhone & Android, whilst the iPad faces competition from a wide variety of cheaper tablet devices. Not to mention the choice of native vs web apps, or apps vs mobile optimised websites, all of which have their merits. This is possibly one of the biggest challenges in this industry, where a variety of specialist expertise is needed to meet multi-platform demands.

As Planning Director at Mubaloo & one of the new Sector Specialists at Bristol Media, I hope to inspire the group with what’s possible when exploring & defining a mobile presence. I also look forward to hearing how local businesses are both embracing & benefitting from apps.  

Gemma helps clients to plan and position Mubaloo's mobile strategy, exploring the potential for an app, the role it will play & what you can expect it to deliver. Gemma brings 11 years' experience within advertising, data and digital media to the smartphone market, where it's all about purposeful engaging solutions.